Friday 28 December 2012

What Should You Invest in Your Business?

Do you want to make more money? In a recent poll it was revealed that more than 80% of Canadians want to make more money. What was staggering is that only 15% of all Canadians actually have a well thought out plan about how they’re going to do it!

So I ask you again. Do you want to make more money? Because I’m about to reveal to you how you can make more money without changing your job or signing up for some network marketing business, but by delivering the exact same product or service you currently are in your business. Except, I’m going to tell you how to do more of it!

 Best-selling author Robert Kiyosaki tells us that the difference between the rich and the poor is that the rich know how to make their money work for them while the poor continue to bang their head on the wall chasing dollars in exchange for their limited time. Evidence of this mentality can be seen in the business world all the time. Coca Cola spent millions of dollars on their marketing and advertising last year alone. Why would they do this? Simply because they know that their marketing investment is going to yield BILLIONS in returns.

Many business owners don’t recognize marketing as an investment. They see it as a line under the expense column on the balance sheet and when times are tough it’s one of the first things they cut from their budget. Here’s the secret you need to know though. When all your competition is busy slashing their marketing budget, that’s when the savvy investor err, marketer, invests more.

There is a caveat to this though. You have to spend your marketing dollars wisely. Otherwise you could spend a fortune blasting an ineffective message on every medium possible only to hit the wrong target audience. This is why the rich hire investment err, marketing advisors to help them find the right solutions for their unique needs.

The right advisor can recommend options you may have never thought of before. Options like 88.9 Shine FM. Did you know that 88.9 Shine FM is Calgary’s only contemporary Christian radio station? According to MediaMark Research, this unique demographic is more likely to have an income over $75,000 per year, more likely to have a university degree, more likely to own a home, more likely to be employed, more likely to own more than one car, and more likely to have large families than any other radio format! Shine FM has a weekly reach of more than 150,000 listeners in Calgary, and its parent Touch Canada Broadcasting reaches more than a quarter million Albertans! Wow! I’ll be you’ve never even considered advertising on “the Christian station”! But if your ideal target is women in their thirties and forties, you’re missing out on a gold mine of opportunity!

The trick here is to stop doing what everyone else is doing. A wise man once said “The person who saves money by not advertising is like the man who stops the clock to save time.” If you’re in business, you need to let the world know you’re in business, so stop slashing your marketing and start investing wisely. I recommend finding an advisor to help you!

Tyler Zeck is the author of ‘Market For Success, The Secret To Choosing the RIGHT Marketing Vehicle for YOUR Business’ and the founder of The Market For Success System. As a Broadcast Marketing Specialist for 88.9 Shine FM in Calgary he specializes in helping businesses of all sizes to increase their exposure and achieve their goals throughout Calgary and Alberta. For more information about Tyler and to learn how you can book a FREE 9-point marketing audit for your organization, visit www.tylerzeck.com.

 

Friday 7 December 2012

Radio Advertising Not Just For The Big Guys

When most business owners think about radio advertising they usually lump it in with television and newspaper advertising as being a medium that is easily exploited by large companies with big marketing budgets and high paid creative experts but not a good choice for small and medium size business. While it’s certainly true that large corporations do invest in radio advertising, many businesses are surprised to learn that radio advertising isn’t as out of reach for them as they would have thought. In fact, here are three basic concepts to think about if you’re a small business owner wondering if radio advertising would be a good fit for you:

 

1)      Not all stations get agency dollars.

It’s easy to say that if you can’t advertise on the station with the largest number of listeners that there’s no point, but the truth is that there is great value existent in expanding your horizons to stations other than your markets top 2 or three stations. In fact, many stations fall below the radar of most advertising agencies because they’re not number one on the dial, but they still offer tremendous advertising opportunity. 88.9 Shine FM in Calgary for example boasts more than 150,000 weekly listeners more than 70% of which is comprised of women between the ages of 25 and 55. This is an extremely powerful demographic and a 1% success rate over 3 years would mean an addition 1,500 customers for your business. Not to mention, because most agencies are overlooking stations like Shine, you can usually get a better bang for your buck when negotiating rates and frequency.

 

2)      You don’t need an expensive product.

While the cost of a $2500 monthly advertising campaign can be made up much easier with a few big sales of $1000 or more, it’s important for business owners to consider the lifetime value of a client. For example, a gym that sells $100 memberships may sell 5 memberships month one making only $500. But if they sell five more in month two they’ve now made $1500 (an additional $500 from the first group plus another $500 for the new members). Five more in month three and they’ve made $3000 and so on as the profit from each month compounds.  By the end of the first year the gym has made $39,000 off of their $30,000 investment. They’re now in a position where their advertising budget is covered and they’re profiting every month.

 

3)      Exclusivity isn’t important

Sometimes a business can be inclined to think that if another company in their industry already has market penetration on a station that there’s no sense advertising on that station. With that mindset, why would you start a business in the first place. The beautiful thing about the free market system is that you can compete. Obviously you would need to come onto a station like this with the right strategy in place, but that last thing you want to do is ignore the possibility. What usually happens is that all company’s in that industry benefit from the increased awareness. The existing advertiser benefits from the new blood on the station, and the new advertiser benefits from the industry awareness their predesesor created.

 

So with this in mind, ask yourself the question. If they haven’t heard of you, what are the odds they’ll do business with you? If you don’t have enough market penetration, then go ahead and call a local radio station. If you’re in Calgary, check this out then contact me! I’m happy to sit down with you to answer your questions!

Saturday 1 December 2012

Hello World!


Hello World,
Welcome to the official blog for Tyler Zeck – Market For Success.
For nearly ten years Tyler has earned his living as a professional marketer. However, unlike most so called marketing professionals who claim knowledge of how to grow a business but have never run their own company, Tyler has developed his expertise the old fashioned way, by getting dirty.
Today Tyler, along with his wife Sydney, own and operate three seperate businesses / consulting firms includingMarket For Success where he is able to not only share his expertise, but actually connect you with the resources you need to grow an effective business.
“Marketing” he explains, “is more than just advertising, more than just getting your name out there. It requires a plan. You need a strategy to get the RIGHT message in front of the RIGHT people, and you need the experience and background knowledge to actually implement your plan once it’s been created”.
As a Broadcast Marketing Specialist with 88.9 Shine FM in Calgary and The Touch Canada Broadcasting Network, he is in the unique position to help you achieve fast, affordable, and effective results