In a larger sense, everything you do is advertising -- from the words you say, the clothes you wear, the correspondence you craft. Large companies, with large marketing budgets know this -- that is why they have a design manual that governs every place their logo appears, what designs their vehicles, buildings and everything else down to their email shall look.
Some go the other direction and confuse marketing and sales with advertising. Advertising is a subset of marketing; sales are the set of specific acts leading to that all important event of "spinning the invoice printer." Yes, my definition of sales includes proposal, order taking, order fulfillment and delivery. We'll save sales for another day.
Advertising is not done by your sales staff. Some become confused and think sending sales staff (very expensive) to every possible customer is smart advertising. It is not smart, it is not advertising and it is expensive.
Advertising is accomplished by putting your message in front of your prospects and customers in unexpected ways.
The human brain remembers surprises and thrives on repetitiveness. Advertising does this and does it economically.
Paperitalo Publications can put your real advertising in places that works best for keeping your message top of mind for prospects and clients. Button ads, banner ads, and, especially commercials on Pulp and Paper Radio International, work with your clients' and prospects' natural thinking processes to help your message stick.
How do you advertise? Contact the experts at Paperitalo Publications -- we think about effective messaging through advertising all the time. We thrive on it.
Jim Thompson is CEO and Executive Editor of Paperitalo Publications. He can be reached by email at jthompson@taii.com. For more information on Paperitalo Publications, feel free to contact:
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
100% Renewal Rate
Something to think about when you consider where to spend your advertising dollars this year--what media company in the pulp and paper industry can say it has experienced a 100% renewal rate with its advertisers in 2014? Paperitalo Publications. Our service after the sale, our delivery of what we say we can deliver, our monthly correspondence all add up to a relationship people want to continue. Do you feel this way about your current advertising media? Perhaps it is time for you to take a look at Paperitalo Publications.
