Bruce Goldman Bright Orange Advertising 3709 Blue Lake Drive Richmond, VA 23233 804.767.7180 Mobile 804.921.2310 Fax 866.397.6618 www.BrightOrangeAdv.com BGoldman@BrightOrangeAdv.com

1. 24 smart marketing things
you can do
for under $500

2. 1. You’re here

3. 2. 2. Go to
http://www.examiner.com/advertising-in-
richmond/bruce-goldman
for useful information

4. 3. Measure your potential
audience – for free

5. 3. Measure your potential
audience – for free
First, define it

6. Example: tire store

7. Example: tire store
Average tire life: 40,000 miles

8. Example: tire store
Average tire life: 40,000 miles
Average driving: 12,000-15,000
miles/year

9. Example: tire store
Average tire life: 40,000 miles
Average driving: 12,000-15,000
miles/year
Sweet spot: Owners of 3-4-year-
old cars

10. Example: tire store
List from DMV

11. Example: tire store
List from DMV
Numbers within X miles of your
location (free) and list (a few
hundred dollars) from mailing list
broker

12. Example: child day care
Target: Single-parent and two-
paycheck families with children
3-4 years old within X miles of
your location

13. Example: child day care
Target: Single-parent and two-
paycheck families with children
3-4 years old within X miles of your
location
Numbers free from InfoUSA.com or
Database101.com databases
Lists from $85/thousand names.

14. 1. infousa.com or database101.com
2. Follow the prompts (consumer or B2B)
and select your criteria
3. Get your results
4. Go back and explore alternatives
5. Save the results if you’d like

15. Example: bridal store
Target: Brides to be

16. Example: bridal store
Target: Brides to be
Numbers from county license
bureau

17. Example: bridal store
Target: Brides to be
Numbers from county license bureau
Swap lists with china/silverware
registries, photographers, caterers,
etc.

18. 4. Before you spend a
penny on advertising,
calculate your
break-even point
Cost of ad ÷
(Avg. profit/sale
x Conversion rate)
= # Responses

19. 4. Before you spend a
penny on advertising,
calculate your
break-even point
$1,000 ad cost ÷
($5 Avg. profit x 0.4 Conversion)
= 500 Responses

20. 5. Put measurable
response mechanisms
into every single piece
of marketing

21. 5. Put measurable
response
mechanisms into every
single piece of marketing
Coupon code

22. 5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page

23. 5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
Offer

24. 5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
Offer
E-mail link

25. 5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
Offer
E-mail link
Phone number (or extension)

26. 5. Put measurable
response mechanisms
into every single piece
of marketing
Coupon Code
Landing Page
Offer
E-mail link
Phone number (or extension)
Website URL

27. 6. Track results with this
precise, sophisticated
measuring device

28. 6. Track results with this
precise, sophisticated
measuring device

29. 6. Track results with this
precise, sophisticated
measuring device
Record and track the results
Correlate with your ad schedule
Repeat what works

30. 7. Use your website
statistics (Free)

31. 7. Use your website
statistics (Free)
Daily traffic vs. marketing

32. 7. Use your website
statistics (Free)
Daily traffic vs. marketing
Where visitors come from

34. 7. Use your website
statistics (Free)
Daily traffic vs. marketing
Where visitors come from
Where they go onsite

36. 7. Use your website
statistics (Free)
Daily traffic vs. marketing
Where visitors come from
Where they go onsite
How long they stay

38. 8. Satisfied customers
are the best new
customers
Incenting them for repeat business is
cheap

39. 8. Satisfied customers
are the best new
customers
Incenting them for repeat business is
cheap

40. 8. Satisfied customers
are the best new
customers
Registering them captures contact
info and e-mail addresses

41. 8. Satisfied customers
are the best new
customers
Rewarding successful referrals is a
win-win

42. 8. Satisfied customers
are the best new
customers
Use free online surveys to build
satisfaction, solicit repeat business
and referrals
SurveyMonkey.com
Constant Contact

43. 8. Satisfied customers
are the best new
customers
Use free online surveys to build
satisfaction, solicit repeat business
and referrals
Include open-ended questions for
future testimonial use

44. 9. Zag when the
competition zigs

45. Competitor Apparent
Audience
Promise Slogan (if any)
You

46. Competitor Apparent
Audience
Promise Slogan (if any)
Tire Store A Car owners
who need tires
4 tires for price
of 3
Tire Store B Car owners
who need tires
25% off
Tire Store C Car owners
who need tires
Limited-time
sale
You Soccer, etc.,
moms
Lets us help you
protect your
kids with a free
safety
inspection and
safe, new tires.

47. 10. Don’t snail-mail when
you can e-mail

48. 10. Don’t snail-mail when
you can e-mail
E-mailing lists are more expensive
and you pay for each use,
BUT:

49. 10. Don’t snail-mail when
you can e-mail
E-mailing lists are more expensive
and you pay for each use,
BUT:
You save thousands on printing and
postage

50. 10. Don’t snail-mail when
you can e-mail
E-mailing lists are more expensive
and you pay for each use,
BUT:
You save thousands on printing and
postage
Delivery is instant

51. 10. Don’t snail-mail when
you can e-mail
E-mailing lists are more expensive,
BUT
You save thousands on printing and
postage
Delivery is instant
You get same-day bounce notices
and next-day analytics

52. 10. Don’t snail-mail when
you can e-mail
Give subject lines lots of attention
(for motivation and spam filters)

53. 10. Don’t snail-mail when
you can e-mail
Give subject lines lots of attention
(for motivation and spam filters)
Always include opt-out

54. 10. Don’t snail-mail when
you can e-mail
Don’t make your logo the headline
It’s about what you sell, not you

55. 11. Use free media
Online Directories
MerchantServices.com
Google Places
Craigslist
Yelp
Groupon*
etc.

56. 11. Use free media
Network
(get contact info and follow up)
Online social network media

57. 11. Use free media
Public Relations
Retail business news to T-D
Timely, practical advice articles
to neighborhood papers

58. 12. Think like a
customer

59. What
you
have
What
they
want

60. 13. Don’t bury your
message

61. 13. Don’t bury your
message
48.2% of website visitors
bounce out after 1st
page

64. 14. Design content for how
people actually read it

65. 14. Design content for how
people actually read it
Not sequentially, like books,
but skipping around

66. 14. Design content for how
people actually read it
Not sequentially, like books,
but skipping around
So telegraph important information
with headlines and subheads

67. 15. Unexpected visuals
capture attention and
increase persuasion
Stock photos, $0 to $30 each
Imagination and Photoshop work,
priceless

75. 16. White space increases
readership
In digital as well as print media

77. 17. Persuasion beats
description

78. 17. Persuasion beats
description
Benefits beat
features

79. 18. One strong specific is
worth
a thousand generalities

80. 18. One strong specific is
worth
a thousand generalities
What do you do that you
don’t have to do?
That your competitors don’t?

81. 19. Use your domain to
make your business
look professional
Domains come with free e-mail
accounts
Addresses take about 2 minutes to
set up

82. 19. Use your domain to
make your business
look professional
Which looks more professional?

83. 19. Use your domain to
make your business
look professional
Which looks more professional?
Gftg8000 @aol.com
Orders @GreatFoodToGo.net

84. 20. The highest
sponsored link ranking
doesn’t get you
the most hits

85. 20. The highest
sponsored link ranking
doesn’t get you
the most hits
Rankings 4-7 get more hits than
rankings 1-3

86. 20. The highest
sponsored link ranking
doesn’t get you
the most hits
Rankings 4-7 get more hits than
rankings 1-3
and cost you less

87. 21. Include Googlemaps
in your website
Free
Shows people how to find you

88. 22. Blog and update often
(Even if no one reads it, the Google
algorithm knows it’s there)

90. 23. Make it easy for
people to respond

91. 23. Make it easy for
people to respond
The easier to respond, the higher the
response rate – and vice versa

92. 23. Make it easy for
people to respond
Make the response mechanism a
visible part of your interface

95. 24. $100 worth of
professional
marketing input –
free
804.767.7180
Bgoldman @BrightOrangeAdv.com
For complimentary one-hour
consultation