It would be safe to assume that at some point today, you're going to get hungry.

When you're traveling on business, vacation, or just on the highways and byways, at some point, you're going to need to eat.

If you're on a major highway or interstate, chances are it won't be very long before you spot the famous "Golden Arches."

And chances are rather good that you've actually eaten at one of these restaurants in the recent past. It might not be your favorite place to dine, but you know who they are, you know what they do, what they serve, and there are more than 35,000 of these restaurants worldwide. You take the exit, hit the drive-thru and don't even have to look at the menu, and order your "usual," two all-beef patties, special sauce, lettuce, cheese, pickles, onions - on a sesame seed bun, fries and a soft drink (if that's your "usual"). You pull up to the next window, hand over your cash or credit card, they hand over your food and you're on your way...

Quick and easy, right?

However, they didn't always do this type of transaction tens of millions of times a day. They didn't always have annual revenues of $27.5 billion and annual profits exceeding $5 billion.

It took a lot of time, effort, strategy and marketing to get to where this company is today. When you read the words, "two all-beef patties, special sauce, lettuce, cheese, pickles, onions - on a sesame seed bun," there's a chance you just sang the jingle in your head - or maybe even aloud. Perhaps you got a "Big Mac Attack." Maybe since reading this, you decided that "you deserve a break today."

And these are old slogans and advertising messages, and many of us still remember them well. Since that time, there have been countless new messages, marketing campaigns, new offerings and redesigns - did you know that the famous restaurant chain is spending a billion dollars to redesign nearly all of its restaurants by 2015?

The old adage is true; you have to spend money to make money. But if the money isn't effectively spent to create awareness, name recognition and familiarity to potential customers and clients, it is basically money wasted or at the very least ill-spent.

Simply put, increasing your company's name familiarity is important. This can only happen by getting your name in front of the right prospects on a consistent basis. As your business grows, it is important to create name brand awareness. You need to be the company thought of first when a customer needs a certain product.  

In the case of McDonald's, they want to be in the minds of hungry people who want food - fast. We all know who they are since we've been inundated with the company name by constant contact through effective advertising - on the radio, billboards, television, and so on. McDonald's may not be the best or fastest restaurant out there, but they are one of the best advertised.

Now consider your market and consider your clients and prospects. If you are involved in the pulp and paper industry, consider this: Paperitalo Publications is an industry leader, our offerings receive more than 600,000 views a month and our audience stays on our websites longer than any other in the industry. Our newsletters and publications cater to various positions within the industry, which can allow you to market toward a specific audience. This means that whether you are looking to reach mill managers or project engineers, we can handle this. It's been proven many times over that our advertisers get thought of first.

If you'd like to learn more about how we can help with your marketing and advertising needs, don't hesitate to contact us. We're here to help.  

Have a great July, and by all means, go ahead and get something to eat!

Curt Gifford  

cgifford@taii.com
770-367-4823

Helen Roush

helen.roush@taii.com

937-403-8602 

Jim Thompson
jthompson@taii.com
678-206-6010 

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