28
Fall 2013 •
Hardlines
Strategies
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.”
On-Demand Is Now
Easier to Use
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.
Email Blasts
Meier emails statements and invoices
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
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.
ADVERTISING
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.
