Fall 2012 Hardlines Strategies

ADVERTISING

Take Control of Your Advertising Reach Your Customers on the Page and Online H ilario Serrano has a basic challenge when

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. prices. To set his store apart, Serrano needs to make sure his advertising stands out. 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

Hilario Serrano of Randall Lumber andHardware personalizes the store’s circulars with photos of employees.

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

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Fall 2012 • Hardlines Strategies