Page 34 - Fall 2012 Hardlines Strategies

34 Fall 2012 • Hardlines Strategies
ADVERTISING
Fortunately, he has an easy answer.
Unlike the cookie-cutter, impersonal
sales fliers distributed by his competitor,
Serrano, who is the store’s retail hardware
manager, is able to take control of his
advertising and personalize his messages.
He creates completely customized
circulars with his choice of products and
prices and with a message that speaks
directly to his customer base. He also
publishes that same circular on the store’s
website, making his ad available to
customers through a variety of ways.
This flexibility is all thanks to the
custom advertising program offered by
Blish-Mize. Through its On-Demand
advertising program, which includes online
tools such as AdBuilder and AdViewer,
Blish-Mize offers you valuable solutions to
your unique advertising needs.
Customize Content
Creating a customized advertising
program shouldn’t require a degree in
marketing and design. Blish-Mize has
done all of the hard work for you in
advance. It starts with an online interface
you can access from the comfort of your
own store. The program provides a
template and lots of options for how you
pick and choose the products you want
to include.
You can also customize your
circulars with this program by adding
a personalized message. This is where
Serrano excels. The Randall Lumber
circulars include pictures of the store’s
employees and messages about events
around town.
“I wanted to make our ads more
community-oriented and use the familiar
faces customers will see around the
store,” he says. “As a result, I see
Take Control of
Your Advertising
Reach Your Customers on the Page and Online
H ilario Serrano
has a basic
challenge when
it comes to creating a
circular ad for Randall
Lumber & Hardware
in Taos, N.M. An Ace
Hardware store across
town advertises similar
products at similar
prices. To set his store
apart, Serrano needs
to make sure his
advertising stands out.
Hilario Serrano of Randall Lumber andHardware personalizes the store’s circulars with photos of employees.