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7 Common Business Advertising Mistakes
By Kevin Sinclair
You've probably heard the famous saying "I know that half of the money I spend on advertising is wasted: if only I could figure out which half it is!” Well, now you can. By eliminating the common mistakes many businesses make with their advertising programs, it's easy. Here's a checklist of mistakes many companies make with their advertising: 1) Not focusing enough time and effort on their advertising Most business owners spend far more time and effort on mundane things that don't really affect their bottom line than on advertising. This is the first huge mistake. Without effective advertising, almost all businesses will fail. If you feel you don't have the time or desire to handle the advertising for your business, consider hiring a consultant or agency - but with caution. It's almost more difficult to find an ad agency that knows what is effective than it is to study it yourself. Many agencies are far more focused on winning awards than creating profits for their clients. If you do feel you need to hire an agency, find one that will work on a results compensation basis vs. a straight commission for all the media they buy. This gives them an incentive to provide results and not pad the budget to justify a larger commission for the agency. 2) Relying on advice from friends and relatives If business owners do handle their own advertising, many times they let their friends/wives/husbands or other various employees who have no idea whether or not advertising is effective make the decisions about their advertising plan. Would you ask your dentist for advice about fixing your car engine? Of course not - that's not their expertise. So why in the world would you base something as important as decisions about your advertising on a relative who has no idea what he's talking about? 3) Being led by pushy or aggressive media sales people The reason media companies pay their sales people big bucks is because they can influence you to buy space, air or time (in the newspaper, radio or television) and give you no guarantees
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City ordinance will be amended to protect gay people Ever since the idea for amending the Jacksonville anti-discrimination ordinance to include gay people came up a couple of weeks ago, people have been wondering why Mayor Alvin Brown has declined to address the issue head on, which seems to be his style on just about any topic you can name.
We argue in Friday?s Jacksonville Business Journal editorial that when all is said and done, it really won?t matter what the Mayor says on this issue. Chances are, the ordinance will be amended by the City...<div class="feedflare">
<a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=hjm5D5dg2qg:lXE0xTBWe6I:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=hjm5D5dg2qg:lXE0xTBWe6I:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?i=hjm5D5dg2qg:lXE0xTBWe6I:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=hjm5D5dg2qg:lXE0xTBWe6I:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?i=hjm5D5dg2qg:lXE0xTBWe6I:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=hjm5D5dg2qg:lXE0xTBWe6I:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?d=qj6IDK7rITs" border="0"></img></a>
</div>Wells Fargo No. 1 SBA 7(a) lender in Florida<img src='http://assets.bizjournals.com/jacksonville/images/BOL-Wells-Fargo*100.jpg?v=2'>Wells Fargo was the No. 1 Small Business Administration 7(a) lender in 12 states ? including Florida ? for the first six months of federal fiscal year 2012.
SBA 7(a) loans are given to qualifying businesses in a wide range of industries that generally have average revenue of less than $20 million and 500 or fewer employees.
The other states in which the San Francisco-based bank (NYSE: WFC) led in 7(a) lending included Alaska, Arizona, California, Colorado, Minnesota, North Carolina, Nevada,...<div class="feedflare">
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</div>Ideas abound to fix Downtown, but which are gaining traction?<img src='http://assets.bizjournals.com/jacksonville/blog/SkylinefromRiversidecarousel550*100.jpg?v=1'>Of all the issues Downtown revitalization faces, a shortage of ideas isn?t one of them.
Sidewalk cafes. The transformation of a blighted corner into a boutique hotel and urban chic apartments. A new convention center.
Then there are the ideas Mayor Alvin Brown has put out there in recent weeks: The private investor fund for revitalization projects and putting out a request for proposals to take inventory of vacant properties.
In tomorrow?s print edition, we take a closer look at the ideas...<div class="feedflare">
<a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=YVKeHRzWkec:nm5y40y3jHw:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=YVKeHRzWkec:nm5y40y3jHw:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?i=YVKeHRzWkec:nm5y40y3jHw:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=YVKeHRzWkec:nm5y40y3jHw:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?i=YVKeHRzWkec:nm5y40y3jHw:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=YVKeHRzWkec:nm5y40y3jHw:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?d=qj6IDK7rITs" border="0"></img></a>
</div>JPMorgan Chase trading loss to increase by at least $1 billion<img src='http://assets.bizjournals.com/sanjose/news/4-jp%20morgan%20chase%20logo*100.jpg?v=1'>The $2 billion loss from a JPMorgan Chase & Co. investment office is could increase by at least 50 percent, the New York Times reports.
CEO Jamie Dimon announced the loss last week, and said they could double within the next few quarters, the NYT reported.
The FBI has launched a preliminary investigation into the bank.
JPMorgan Chase & Co. (NYSE: JPM) is the thirty-ninth-largest bank in Northeast Florida, with $12 million in local deposits and 1 branch.<div class="feedflare">
<a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=ZuTWudmTAic:mvcAY9buOHU:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=ZuTWudmTAic:mvcAY9buOHU:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?i=ZuTWudmTAic:mvcAY9buOHU:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=ZuTWudmTAic:mvcAY9buOHU:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?i=ZuTWudmTAic:mvcAY9buOHU:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=ZuTWudmTAic:mvcAY9buOHU:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?d=qj6IDK7rITs" border="0"></img></a>
</div>Southwest slows fleet growth, ups dividend<img src='http://assets.bizjournals.com/stlouis/Southwest_Boeing_737_Promo*100.jpg?v=1'>Southwest Airlines announced Wednesday that it plans to slow down its fleet growth as part of its plan to hit profit targets, the Dallas Business Journal reports.
?The delivery deferrals will reduce our capital spending roughly $1 billion, in total, for 2012 through 2014, supporting our desire to strengthen our free cash flow in an uncertain economic and fuel cost environment,? said Gary Kelly, Southwest?s president, chairman and CEO, at Wednesday?s annual shareholder meeting.
The aircraft...<div class="feedflare">
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</div>Wells Fargo customers in Florida to get $7 fee<img src='http://assets.bizjournals.com/jacksonville/images/BOL-Wells-Fargo*100.jpg?v=2'>Wells Fargo customers in Florida with Essential Checking accounts will be charged a $7 monthly fee starting in September unless they keep a $1,500 minimum daily balance or have $500 a month directly deposited, the Sun Sentinel reports.
The fee will go to $5 if customers are willing to get online instead of paper statements.
Wells Fargo (NYSE: WFC) is the third-largest bank in Northeast Florida with 62 offices, $6.1 billion in area deposits and a market share of 13.22 percent.<div class="feedflare">
<a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=YquN07iKV0Y:WFrBJACfkQ8:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=YquN07iKV0Y:WFrBJACfkQ8:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?i=YquN07iKV0Y:WFrBJACfkQ8:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=YquN07iKV0Y:WFrBJACfkQ8:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?i=YquN07iKV0Y:WFrBJACfkQ8:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.bizjournals.com/~ff/bizj_jacksonville?a=YquN07iKV0Y:WFrBJACfkQ8:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/bizj_jacksonville?d=qj6IDK7rITs" border="0"></img></a>
</div>Wells Fargo asks for reversal of $203M overdraft damages<img src='http://assets.bizjournals.com/jacksonville/images/BOL-Wells-Fargo*100.jpg?v=2'>Wells Fargo & Co. is seeking a reversal of a judgment that orders it to pay California customers $203 million for manipulating debit-card transactions to boost overdraft fees, Bloomberg reports.
Wells Fargo (NYSE:WFC) asked a federal appeals court to throw out the judgment, saying the lawsuit claims are preempted by federal banking law.
The suit came after customers alleged the bank changed its treatment of debit-card transactions and cash withdrawals in 1999 to boost overdraft fees.
Wells Fargo...<div class="feedflare">
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</div>Bank of America sheds branches<img src='http://assets.bizjournals.com/austin/news/BankofAmerica%20icon*100.jpg?v=1'>In an effort to shave costs, Bank of America Corp. closed 154 banking centers and 631 ATMs in the first quarter, the Phoenix Business Journal reports, citing a securities filing from the Charlotte-based banking giant.
BofA (NYSE:BAC) said the number of online banking customers increased by 374,000 and mobile customers by 2.7 million during the first quarter, reflecting customers? changing preferences.
BofA sold 15 branches in Maine last month. The Charlotte Business Journal at that time reported...<div class="feedflare">
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</div>Judge keeps Hostess Brands' union contacts intact<img src='http://assets.bizjournals.com/denver/news/HostessTwinkiesWeb*100.JPG?v=2'>A U.S. Bankruptcy Judge has told Irving-based Hostess Brands Inc. that its labor contracts with the International Brotherhood of Teamsters union will stay in place.
The company had sought to throw out its agreement as it struggles with its second Chapter 11 bankruptcy reorganization it the past couple years.
?We told our Hostess members all along that we would vigorously oppose the imposition of unjust working conditions since Hostess first filed bankruptcy, and we have done just that,? Teamsters...<div class="feedflare">
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</div>Stein Mart reports first quarter earnings<img src='http://assets.bizjournals.com/jacksonville/Stein-Mart-550*100.jpg?v=1'>Stein Mart (Nasdaq: SMRT)
Sales: $303.4 million, flat from $303.5 million a year earlierNet income: $11.8 million, down from $15.9 million a year earlierEarnings per share: 27 cents per diluted share, down from 35 cents a year earlier
?It is very important for us to reinforce the value of our merchandise at their regular prices,? said Jay Stein, interim CEO. ?We have made substantial progress on this initiative during the first quarter with only a minimal impact to our comparable store sales....<div class="feedflare">
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if it doesn't work. Sounds kind of crazy, doesn't it? Your customers probably wouldn't buy from you and not expect the product or service to perform the way it should. But ad sales reps do it all the time. Now sometimes they really mean well, and they have lots of experience and some fluke event or problem comes up. But for the most part, ad sales reps will do virtually anything they can do to get the sale. If you feel like you're being bullied by an ad sales rep or that they really aren't looking out for your best interest, but really feel you want to work with that station/newspaper, etc., then ask for a new rep. They want your business and you're the one calling the shots, so if they want your business, they need to find someone you're comfortable working with. 4) Allowing your creative delivery to be ineffective You can buy the best media schedule in the world that reaches 100% of your market 100 times, but if your message is not well created, it won't bring you the results you want. Most companies rely on either their ad agency or the media company themselves create the ads for them. This is a very difficult thing because most companies acting on your behalf don't take the time to learn about your business, your customers and what makes you different in your market. To be effective, your commercial or ad must give the potential customer a compelling reason to buy your product or service. That means you have to come up with a better slogan than "we have the best service and we've been in business for 112 years." No one really cares....well they do, but they don't believe you. If that's what you want to convey to your market, then give them a story that tells them that you have the best service. Make your company stand out. You also have to include some sort of call to action. If you have a wonderful warm and fuzzy commercial that makes people 1) notice the ad, 2) actually read or watch it without being distracted by one of a million other things going on in their lives, and 3) become compelled and engaged by the message to have a positive feeling about your company and don't ask them to do something as a result of that - you're wasting your time and money. This is something that many ad agency creative types don't get. If you don't ask them to do something specific within a certain time period, there's no way to measure the response. You may say that you can compare last year's sales for the same time period with this year's, etc., but that doesn't take into account a myriad of other possible reasons that your sales went up or down. By giving your ad viewers/listeners/readers a specific action to take, you know that the reason they did that is because they were motivated to do so by your ad. 5) Always doing the same old thing because that's what you've always done. If you're not growing, you're dying - and the same goes for your business. If you're happy with the same old returns on your advertising (assuming that you're measuring it in some way), then continue to do the same thing. Most business owners aren't though, so it's important to try new things. The way society changes the way it uses media and as quickly as those changes happen, you need to keep up or lose out. Many business owners are afraid to try something new because it takes them out of their comfort zone - especially if no one in their industry has ever tried the new idea. This is a huge mistake and robs them of potentially huge profits. 6) Falling into the price trap. This is another huge one! Unless you're Wal-Mart and can guarantee that no other business can sell for a lower price, don't use that as your main selling point. Once you start down that path, it's virtually impossible to stop. If you can't come up with another reason for your potential customers to choose you instead of your competitor, you really need to find one (or more)! 7) Not using publicity or events in their advertising plan It's amazing how few businesses even try to use publicity or special events in their advertising. It's often the best advertising you can get - not only because it's free, but because it cuts through the clutter. If the newspaper runs a story or a TV station is covering something during their newscast, it has automatic credibility that you just can't buy. Of course you can't control the message 100%, but if you learn solid techniques of creating your publicity or press event, you can have a great deal of influence about how a story is covered. If you can eliminate only 1 or 2 of these mistakes (assuming you're making them all), you'll wonder why you didn't do so earlier! In business, if there are enough of the right customers buying your products and services, many of your problems seem to disappear.
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Slideshow: Green Bay Packers surprise West Allis students
<img src='http://assets.bizjournals.com/milwaukee/blog/052512_ROP_JordyNelson_GreenBayPackers04%20copy*100.jpg?v=1'>Students at West Allis Hale High School got quite a surprise Thursday.
The Green Bay Packers Tailgate Tour made a unexpected stop at the West Allis high school and students got to see three current players, three retired players and Packers president Mark Murphy.
The stop came on the third-day of the five-day tour, an annual event by the Packers to reach out to fans and build more goodwill for the team. The group travels in a customized motor coach emblazoned with the logo ?Green Bay Packers...<div class="feedflare">
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Milwaukee Succeeds hires first director
<img src='http://assets.bizjournals.com/pittsburgh/print-edition/04-06-Fort-Couch-Middle-School*100.jpg?v=1'>Mike Soika has been named as the first director of Milwaukee Succeeds, a cradle-to-career educational partnership that aims to improve educational outcomes for all students in Milwaukee.
In his role, Soika will lead and direct the work of the partnership by continuing to recruit and engage partner organizations, oversee the work of the various committees and continue to move the partnership forward. He will start June 25.
?Mike brings a wealth of experience across the government and nonprofit...<div class="feedflare">
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Retired Deloitte partner Condon elected to Roundy's board
<img src='http://assets.bizjournals.com/milwaukee/WaukeshaShoppesFoxRiverPickSave-0-255-374-307*100.jpg?v=1'>Roundy's Inc. said Thursday that retired Deloitte & Touche LLP partner Patrick Condon has been elected to the company's board, expanding the number of directors to seven.
Roundy's (NYSE: RNDY) is a Milwaukee-based operator of grocery stores under the Pick 'n Save, Metro Market, Copps, Rainbow and Mariano's Fresh Market names.
Condon has more than 40 years of experience in the accounting and finance industry that includes audit and consulting engagements at large public and private companies, as...<div class="feedflare">
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MGIC sues Freddie Mac
<img src='http://assets.bizjournals.com/milwaukee/print-edition/020312_MGIC03-copy*100.jpg?v=1'>Mortgage Guaranty Insurance Corp. said Thursday it filed a lawsuit against Freddie Mac and the Federal Housing Finance Administration in what MGIC said is an effort to resolve a dispute over how MGIC reports losses on pooled loans.
Milwaukee-based private mortgage insurer MGIC, which is a subsidiary of MGIC Investment Corp. (NYSE: MTG), said it has previously disclosed the dispute in regulatory filings. The suit was filed in U.S. District Court in Milwaukee.
?That we took the initiative in seeking...<div class="feedflare">
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Wisconsin drops 6,200 private sector jobs; jobless rate dips
<img src='http://assets.bizjournals.com/milwaukee/JobsIconCarousel315*100.jpg?v=1'>The state of Wisconsin lost 6,200 private sector jobs in April, according to a new report from the Wisconsin Department of Workforce Development.
The agency reported U.S. Bureau of Labor Statistics data Thursday that showed the state losing a total of 5,900 public and private nonfarm jobs in April, compared with March. The state's seasonally adjusted unemployment rate, nonetheless, dipped another tenth of a percentage point to 6.7 percent and is now down from 7.5 percent in April 2011.
Reggie Newson,...<div class="feedflare">
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RMT picked to build Colorado wind farm
<img src='http://assets.bizjournals.com/milwaukee/news/windfarmturbine600x400*100.jpg?v=1'>RMT Inc., a renewable energy contractor and unit of Alliant Energy Corp., of Madison, said Thursday that it has been awarded a contract to build the Colorado Highlands Wind project in that state's Logan County.
Under the contract awarded by developer Alliance Power Inc., Madison-based RMT will design and construct the 67-megawatt wind farm, providing engineering, procurement and construction of the civil and electrical infrastructure to support the installation of 42 GE 1.6-megawatt wind turbines...<div class="feedflare">
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BID consultant says filling dead space, arena are keys to downtown
<img src='http://assets.bizjournals.com/milwaukee/blog/real_estate/051712-DowntownBID1BradleySegal_Ryan340*100.jpg?v=1'>Downtown Milwaukee?s biggest challenge is not an economic or business issue, but rather the problem of wide-open dead spaces with little activity dividing the livelier areas, according to a consultant hired by the Downtown BID.
?That?s not bad news,? said M. Bradley Segal, president of Progressive Urban Management Associates, of Denver. ?There?s a lot of cities that have a lot more fundamental weaknesses in their economic structure.?
Segal is working with the Milwaukee Downtown Business...<div class="feedflare">
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MPS graduation rate improves
<img src='http://assets.bizjournals.com/milwaukee/news/ThorntonGregory_mug_4c*100.jpg?v=1'>The graduation rate at Milwaukee Public Schools has increased 17 percent since the 1999-2000 school year, according to data released by the state Thursday.
The district's graduation rate now stands at approximately 69 percent for 2010-11, up 1.9 percent from 2009-10 and 17 percent, from a 52 percent graduation rate, in 1999-2000, according to the Wisconsin Department of Public Instruction.
?We have much more work to do, but these numbers ? along with ACT score growth and growth in 10th grade...<div class="feedflare">
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Wisconsin cities among worst in 12-month jobs data
<img src='http://assets.bizjournals.com/milwaukee/Wisconsin_Madison_540_309*100.jpg?v=1'>All but 14 of the nation's 100 biggest metropolitan areas added jobs during the past 12 months, and two of the three worst performing metros were in Wisconsin.
According to the latest figures from the U.S. Bureau of Labor Statistics and compiled by Bizjournals On Numbers columnist G. Scott Thomas, two Wisconsin metros were among three top-100 markets to lose more than 4,000 jobs during the past year: Madison (down 4,600) and Milwaukee (down 4,300). Only Augusta, Ga., fared worse, ranking last in...<div class="feedflare">
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Bon-Ton's 1Q loss widens
<img src='http://assets.bizjournals.com/milwaukee/news/BostonStoreMayfair315x304*100.jpg?v=1'>The Bon-Ton Stores Inc., the parent of Boston Store and other department store chains, said Thursday that its net loss for the fiscal first quarter widened because of aggressive markdowns on merchandise, resulting on reduced margins for the quarter.
Bon-Ton (Nasdaq: BONT), which is based in Milwaukee and York, Pa., reported a net loss of $40.8 million, or $2.23 per share, compared with a net loss of $36 million, or $2.01 per share, for the same period a year ago. First-quarter sales declined 1.4...<div class="feedflare">
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