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
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
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
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
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
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.
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
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
68.
69.
70.
71.
72.
73.
74.
75. 16. White space increases
readership
In digital as well as print media