Fall 2013 Hardlines Strategies

ADVERTISING

for traditional channels and the ability to easily repurpose those same promotions to the digital channels,” says Advertising and Communications Manager for Distribution America Jody Maude. “The key is to connect all types of advertising you’re using. Your print should connect to your website, and the website should have a place for customers to opt-in to receive emails, and your print advertis- ing should list your website and Facebook pages. They all need to link together.” If the most effective marketing strat- egy is one that includes a partnership between print and online advertising, then the On-Demand program, which uses both AdViewer and AdBuilder, from Blish-Mize is the most valuable tool for your advertising efforts. Here are some of the ways the new features make using it easier than ever. to her customers, and she includes an electronic version of her circular. AdViewer allows her to customize the ads she wants to sends in those emails. In the spring, for example, she can send a coupon for a lawn and garden item, accessible only to those customers who receive her online communications. Email advertising allows you to target specific customers with a specific message. Website AdViewer makes it easier than ever to convert the circulars you create in AdBuilder into an electronic format, and then link them on your store’s website. It’s a one-step process. If you don’t want it to show up right away, you can choose the ranges of dates as to when it will appear. AdBuilder will automatically create your ad in an electronic format that is compat- ible with viewing online. Facebook Just as easily as you can publish your ads to your website, the enhanced On-Demand Is Now Easier to Use Email Blasts Meier emails statements and invoices

10 More Ways to Advertise The way you market your store shouldn’t stop with the circulars you distribute. Here are more suggestions for getting your store’s name and brand out in your community. 1. T-Shirts. Put your logo on a t-shirt and give them away or sell at a low price. You’ll have a walking advertisement wherever it goes. 2. Bumper stickers. Put your store’s name and slogan on a bumper sticker to give away to your customers. 3. Branded items. Promotional items such as tape measures, hats, 5-gallon buckets and carpenter’s pencils are all items where you can place your store name and logo. 4. Stickers. If you offer Blish-Mize’s rental program, consider placing a bright sticker with your store’s name and logo on every rented tool or piece of equipment that goes out on the job. Do the same with other large items you sell, like water heaters. 5. DIY Video. How-to videos or creative advertisements by staff can draw traffic to your store’s website and Facebook page. Try allowing someone on your staff to take the camera and use their own creativity to create a video that’s both fun to watch and promotes your store. 6. Blogs. Consider adding a blog to your store’s website where you can answer customers’ product and project questions. This will establish you as the go-to person for product advice in your community. 7. Postcards. These are effective ways to talk about featured products or to advertise a special event. Postcards are great for mailing or dropping in shopping bags. You can easily create them with the On-Demand program from Blish-Mize. 8. Event sponsorships. Having your name on one of the big signs on the fence at a Little League ballpark or on the program of the school play lets customers know you support the community. 9. Parades. Drive your delivery truck in the local parade with your staff or the local ball team sitting on the back. 10. Donations. If you donate large items, such as a park bench to a local park, engrave your store’s name prominently on the surface.

AdViewer allows you to easily link your circulars to social networks like Facebook and Twitter. Putting your message out on these sites is important as there are some customers that might not respond well to printed media, but spend a lot of time online. Meier, for

example, noticed that, in her area, her female shoppers tend to use Facebook more than her male shoppers. When she decided to host a special event for her female customers, she did most of the advertising through Facebook, and customers flocked to her event.

28 Fall 2013 • Hardlines Strategies