Auditing Your Advertising Gan Save You Lots 0f Bottom Line Dollars and Produce More Gustomers

If you're satisfied with the look, and the results of your advertising . . if you're satisfied with the amount of time and method in which you produce your advertising then don't bother to read any further. But, ifyour ads appear tired and your traffic count is down, and the guy that prepares the ad is constantly complaining he doesn't get the right information from the guy who buys the merchandise, and the newspaper is slll/ making errors, and you don't have the right product illustration when you need it, and you never seem to collect all the co-op dollars that you've accrued then read on!

I love retail advertising. I've been involved in it throughout my business life. My early training along Madison Avenue was servicing major retailers. I was also the advertising .director of Masters, Inc., the first giant discount store. As Executive Vice President of Group Promotions, Incorporated, I worked with 32 different retail clients. For 13 years I was the Director of Sales Promotion for Forest City in Cleveland and since 1973 I've been helping large and small Home Centers revamp their advertising procedures. So, I bring a lot of Home Center merchandising and advertising know-how with me when I visit with you and review your advertising. Together, here's what we'll audit: o The compatibility of your advertising "look" with your showroom "look,t' o The role of the merchandiser (buyer) and advertising. o Advertising function as it relates to your long range plans. o Allocating the proper merchandise mix in your ads. o Appealing to the casual do-ityourselfer, the dedicated DIY'er and the professional. o The sales potential for tabloids and booklets. a How to make an advertising checklist work. o Effective total saturation without overkill. o Soliciting and administrating cooperative advertising funds. o Public relations and publicity as a function of advertising. o The advertising bookkeeping procedures. o The inability of utilizing in-house ad making and/or signing equipment. o The direct and collateral responsibilities of the advertising personnel. o The advertising job description and skill requirements. o Advertising production resources. o Overlap of responsibilities. o Advertising personnel in-store responsibilities. o Provisions for last minute ad ' changes. a Institutionalizing the copy. o Making the product's value come through the newsprint. o Selling "benefits" highlighting "features. " o Using color effectively. o Attracting women shoppers. Does it seem like a lot to cover in a one day visit? Well it is. We'll both be exhausted by the end of the day. I know because I've been through it so many times before,

Communication-letting everyone prepare for the advertising results-(The sign maker, the store manager, the department manager, receiving, the sales personnel).

Measuring the results of your advertising.

I The effectiveness of electronic and other media in your market.

Your Job Will Just Begin

Within a week after my visit you'll get a copy of my notes. My job will be over . . . but maybe yours will just begin.

"Let me review your advertising"

Through my experiences, I'll be able to demonstrate how to make your advertising functions run more smoothly, be more cost effective, and more sales productive. But it's you who will have to implement the programs that we both agree are necessary. I guess I mean this as kind of a warning. Iolr responsibility doesn't end when you call me to come visit your operation. lt really begins when I leave.

Home Center retailers are allocating approximately 290 of the gross sales for advertising. That's a lot of bucks that come off your bottom line. If they're not working hard for you, you're losing the most effective force you have to incre.rse your traffic and your penetration in the market. Find out now if you're really maximizing the benefits from your advertising.

Phone me today and let's set an appointment for your Advertising Audit. The fee is only $900 plus travel for the audit and report. You'll probably recover that amount in production economies and co-op rebates after the first month.

Call now -