Fall 2013 Hardlines Strategies

ADVERTISING

Online and Engaged On-Demand Advertising Now Makes it Easier to Stay Connected With Your Customers V icki Meier, owner of Lincoln Building Supply in Lincoln,

Kan., knows there’s not a one-size-fits-all advertising

solution for reaching her customers. That’s

She can’t imagine doing all of that work, either, without using the On-Demand adver- tising program available through Blish-Mize. Not only does the On-Demand program allow her to create circular ads for her store in a fast, cost-effective way, the program is quick and easy to use. She can generate pro- motional materials to reach a wide range of customers in just a few simple steps. If you’re looking for a way to increase the effectiveness of your advertising campaign, then take a cue from Meier and other retail- ers like her who have taken their promo- tional efforts online. This fall, Blish-Mize rolls out new features to the On-Demand program, helping you engage customers wherever they are. Why You Should Go Digital Now more than ever, it’s important to add electronic advertising to your why, in addition to radio commercials, she markets her store through a variety of media, including circulars, newspaper ads, email, the store website, Facebook and in-store promotional signage.

With AdViewer, customers can shop for items from the circular, then add them to a list to print out and bring into the store.

marketing strategy. According to a recent survey by Pitney Bowes, 76 percent of small businesses surveyed stated their ideal marketing strategy utilizes both printed and digital communications. The more places you can put your message in front of consumers, the better opportu- nity you have to catch their attention, and the more diverse of a customer base you’re likely to attract. That is exactly what the On-Demand program does for you. “With the On-Demand program, I have many different places where I can publish the ad,” says Meier. “I create a circular ad, and I can send it automatically to my store’s website or Facebook page. Then I can take that same ad and send it in the email with the invoices and statements I send to customers.” In fact, she’s constantly looking for new ways to promote her store and get her name

out to her customers. Just as she might visit other retailers to get ideas for better merchandising or new products to sell, she’s constantly looking at the ads her favorite stores send her for promotional ideas. “I watch what other retailers do with advertising and have been adapting it for my own uses,” she says. “For example, I get a lot of emails with coupons from one of my favorite craft stores. We just tried our own online coupon and had a huge response from it.” The On-Demand system allows you to move freely between different ways of advertising, whether you’re printing circulars and postcards, or publishing an electronic version of your ad to your Facebook page. “The Blish-Mize online advertising sys- tem provides easy-to-use solutions to pro- duce professional-looking print promotions

26 Fall 2013 • Hardlines Strategies