Sunday, February 7, 2010

Targeting the Bridal Market

I just returned from the Bridal Expo at Anthonys Pier Nine in Newburgh and have to say I was a bit disappointed. I hate to be negative, but I just have to share a couple of things that I think we can all learn from.

If you are in the market for a DJ, then the Expo was the place to be. With 81 vendors there, 21 of them were DJs and 15 of them were photographers! That really does not leave much room for variety in other areas.

The other thing that was disappointing was the Fashion Show, which was put on by Bella Couture in Newburgh (one of only two bridal shops I saw there). A little variety would have been nice. My daughter and I actually left after about 10 or 15 minutes because every single gown looked the same ... literally. Now, I know that strapless gowns are really in fashion now, but certainly there must be some variety ... no?

If I had to pick "Best in Show", I would vote for Ranita Productions of Chester. While I could not tell you exactly every service they provide (even from looking at their brochure), I can tell you that their display was beautiful and that they would bring a uniqueness to every wedding. They are not a florist, but work with you to create table displays that are personalized for each couple. They even had a unique way of displaying the table seating chart. If I were to get married, Annabelle would be one of the first people I would call to help set the stage for a beautiful and special day.

Another cool thing, if you are a bride or wedding planner looking for elegant accommodations and safe travel for your guests, Homewood Suites/Newburgh and West Point Tours have a package that is perfect. If you call them at 845.567.2700, they will customize a package just for you!

The recession has had an impact on wedding planning. Heck, the recession has had an impact on almost every industry. But if your business in any way caters to the bridal market, this is a marketing investment you should have made. This was your chance to spend an entire day in front of your target market. Invest some money in marketing materials to hand out - it doesn't have to be a huge investment. Create a display that is eye-catching. Have personable, knowledgeable people working the show. Hold a raffle so you can collect names, addresses, and email addresses. Then continue your investment and make sure the time is taken to follow up with the attendees. If you make the investment of time and money, it will pay off. Trade shows are still a very effective form of marketing, especially a very localized, targeted trade show like the Bridal Expo.

If your business can benefit by marketing to brides and wedding planners, and you are located in Orange County or the Hudson Valley, make sure you have a presence at next year's Bridal Expo. The brides will be looking for you!

June Bisel
BBG&G Advertising and Public Relations
Insight@bbggadv.com

Labels: , , ,

posted by June Bisel at 5:31 PM 0 Comments

Monday, February 1, 2010

A Lesson to be Learned

As a marketing person, sometimes I feel like I am repeating the same messages over and over. And, each time, I try to communicate in a different manner, say it in a different way -- all in an effort to get my messages across about the importance of customer service, going above and beyond what is expected, creating a strong brand and living up to it, building strong working relationships with other local companies (sometimes even those who you feel may be your competitors).

While many companies do a few of these things, very few do all of them. So, when I see a company that is doing everything right, I cannot help but applaud.

I spent last night at Homewood Suites by Hilton over at Stewart Airport. The hotel is beautiful. Just a few years old, and really designed well. We stayed in a one bedroom suite, and after being there about a half an hour, we were joking about selling our house and moving in.

But all joking aside, the place is just great. All the comforts of home, without the hassles of home. The staff were so friendly and helpful, you felt like you were coming home to family -- well, the kind of family you would want to come home to :)

The artwork throughout the hotel was purchased from local artists. From speaking with the sales staff, we learned that they shop locally whenever possible. The management is amazingly savvy when it comes to marketing and building win/win relationships.

Carrying the name Hilton brings with it certain expectations. The parent company has created a strong brand that stands for quality. We all know that sometimes these expectations are not met and we are disappointed. That happened to me about ten years ago with another hotel chain (who's name I will withhold - not sure why). But, that was certainly not the case this time.

In fact, our stay at Homewood Suites in Newburgh, NY strengthened my loyalty to the Hilton brand. It was more than I expected. We're talking about making this a tradition. And, we are making reservations at the Homewood Suites down in Florida for our vacation next month.

Now, there's a company that is doing everything right. That's what branding is all about -- carrying that brand through to everything you do.

Kudos to Homewood Suites, Newburgh!

June Bisel
Partner
BBG&G Advertising, Inc.

Labels: , , , ,

posted by June Bisel at 7:30 PM 0 Comments

Friday, January 29, 2010

New Media: Changing What Consumers Want

New media, such as Facebook, Twitter, blogs, Flickr, YouTube, online games, and mobile devices, along with web sites and email, has enabled consumers to have a voice more than ever before and to feel that they have an effect on business and corporate responsibility. In fact, according to the 2009 Cone Consumer New Media Study, an online survey by Opinion Research Corporation, 62% of users polled believe they can influence business decisions by voicing their opinions online.

Consumers are using new media to research products and the corporations that make those products, and are making buying decisions based on what they read. Positive information leads to sales, while negative information leads to consumers switching brands and even boycotting certain brands or products. This is particularly true of issues concerning the environment, health and wellness, safety, ethics, and human rights. It wasn’t that long ago, if you recall, that a large number of consumers were boycotting all products made in China because of the safety issues with several children’s products made there.

New media is giving consumers a voice, and a way to share information in real time.

They want to know what is in products and how they are made. They are interested in the community involvement of corporations, their philanthropy, and even in the way they treat their employees. For the most part, they trust what they are reading through new media channels and feel confident that companies who engage in conversation through new media outlets are being honest and transparent.

Companies can utilize new media to build trust with consumers, to find out what is important to them and to make changes as needed. New media is forcing corporations to be more responsible members of the community at large.

If you haven’t joined in the conversation yet, now is the time to get started. Social media should be a part of your 2010 Marketing Plan. It is expected that 59% of businesses will be adding social media to their marketing mix this year.

Once you’ve started, utilize traditional media on a regular basis to generate interest and lead consumers to the online conversation. Then, keep them engaged.

June Bisel
BBG&G Advertising, Inc.

Labels: , , , ,

posted by June Bisel at 4:38 PM 0 Comments

Tuesday, November 24, 2009

Take time to Listen

We are all interested in using Social Networking to benefit our business. Business owners ask me every day "how can I get started? what can I write about". They too often tell me they feel social media does not lend itself to their business. But I don't agree.

We are people. We are social creatures. Every business decision is made by a person. Every purchase decision is made by a person. Therefore, every business does, in some way, lend itself to social networking. Sometimes you just have to be creative in your thinking... other times, you just have to listen.

Not sure just how to get started? Not sure how social networking can benefit you? Then take the first step, go to your favorite search engine or to Twitter or Facebook or LinkedIn and search. Search for your prospects. Search for your competitors. Search for products or services you offer. Search for new trends within your industry... 

Just search. Listen to what people are saying. Get ideas. Find out what is of interest to your prospects. What keeps them up at night. What makes them ecstatic. What makes them laugh. What makes them mad. What would they find useful? Is there a void you can fill? 

Just listen. 

And do it regularly. Even if you decide to never take the plunge and become involved in the conversation (which I feel would be a terrible idea) ... at least listen. Your business will depend on it.

June Bisel
BBGG Advertising and Public Relations
Twitter: BBGGadv

Labels: , , , ,

posted by June Bisel at 11:35 AM 0 Comments

Monday, November 23, 2009

Simplicity Rules

Simplicity has always been key in advertising — hence, the KISS method (keep it simple, stupid). Oftentimes, it is this concept that I find most difficult to convey, and as I look through our local publications each day, it is evident that many of our local businesses fall into the same pattern — trying to fit everything they do into one ad.

So I thought this would be a good opportunity to share some rules on developing a good ad. I call them my Simplicity Rules.

- Know your audience

- Advertise where the majority of your audience is likely to see it

- Pull readers in with a catchy headline

- If using a graphic, make sure it is relevant

- Copy content should be direct and to the point

- Hone in on the benefits of your product or service

- Keep plenty of white space

- Do not forget the Call to Action

- Provide contact information

- Do not clutter the ad

Lets face it, we are all on information overload. If advertising is not presented in a manner that is invited and enticing to our audience, no one will read it. Cluttered ads are stressful and will be overlooked.

Simplicity truly does rule! Try it out.

June Bisel
BBG&G Advertising and Public Relations
BusinessCardContacts.com
Twitter: BBGGadv

Labels: , , , ,

posted by June Bisel at 8:14 AM 0 Comments

Wednesday, November 18, 2009

Coupons Make a Comeback

Great article here decitica.com/ talks about the changes in consumer behavior due to the recession.

The increased use of coupons is what spurred BusinessCardContacts to begin offering coupons through our site.

I hope you read the article Decita Marketing Strategy and Research and then visit our downloadable coupon section for great savings.

June Bisel
BBG&G Advertising & Public Relations
BusinessCardContacts.com
Visit me on Twitter - BBGGadv

Labels: , , ,

posted by June Bisel at 9:28 AM 1 Comments

Tuesday, November 10, 2009

Which name do you like?

When my partner, Deborah Garry, and I started BusinessCardContacts a couple of years ago, we did so because we saw a need that was not being met right here in our own community. As owners of BBG&G Advertising in Middletown since 1997, we have our fingers on the pulse of the business community as it relates to marketing. We support our community, we buy local, and we encourage others to buy local.


We developed BusinessCardContacts to provide Hudson Valley businesses of all sizes a place to affordably and effectively reach their target audience using the web. As the Hudson Valleys Net Neighborhood, we provide businesses in our community a chance to promote themselves and tell their story. It provides the consumer in all of us the chance to find and research our local businesses online before making a buying decision.


BusinessCardContacts is a rolodex, so to speak, of businesses in the Hudson Valley. But it is also a site that encourages buying local. You can get to BusinessCardContacts two ways:

www.BusinessCardContacts.com

www.ThinkLocalFirst.biz

We just can not decide which one we like best, so we are having a vote.


Let us know which name you prefer. Leave a comment below, or vote via Twitter at http://twitter.com/BBGGadv

Labels: , ,

posted by June Bisel at 8:57 PM 0 Comments