• Three Things Needed for R.O.I. on Your Ad Dollars

    On: November 2, 2011
    In: Uncategorized
    Views: 347
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    Jim Arnold, former GM of KOLD-13 and TV consultant and I agree that there are three things that always make for a successful advertising campaign. The first is consistency. If you’re not committed to a year’s schedule then save your money. Short-term advertising schedules have a proven  high failure rate because building awareness overnight is nearly impossible in these days of message overload and high media costs.

    Next it’s best to commit to one medium rather than splitting your media choices. Unless your Geico Insurance company it’s  better to concentrate your precious ad dollars rather than spreading across multiple media channels. Even major brands concentrate their ad dollars and so should you.

    Finally a minimum frequency of three messages is needed per viewer/listener/reader. Research says your audience must see, hear or view message at least three times before you can penetrate their consciousness.  A frequency rate of more than three is always better. In fact some advertisers have a frequency target of nine messages.

    In summary to get an R.O.I. on your ad dollars be sure to commit to a long term plan, focus your ad dollars and remember just like a boxer throwing punches, that frequency is king.

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  • Is Your Company First, Best or Different?

    On: January 10, 2011
    In: Education
    Views: 448
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    My friend Henry Dahl, who had a long career in senior management at the Upjohn Company,  taught me  that companies usually need only one of these attributes to be successful. Writing advertising copy to emphasize these attributes also makes perfect sense but make sure to focus only one attribute per message.  More on this subject can be found at Business Tips Blog.

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  • Here’s How to Use Outdoor Advertising with a Punch

    On: December 21, 2010
    In: Uncategorized
    Views: 433
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    One of the oldest and misunderstood forms of advertising is outdoor advertising.  Outdoor ads are everywhere in the form of  highway and street billboards,  bus shelters and bus benches transit posters and more.  Strategically placed outdoor advertising guarantees substantial exposure for relatively little investment. This makes outdoor advertising very cost-effective.

    Outdoor advertising takes no time off as it works  seven days a week reaching thousands of commuters in their vehicles.

    The secret to effective outdoor advertising.
    Use these three rules and you’ll win every time: Be Brief – Be Bold – Be Clear. Commuters have only a few seconds to see then read your message. The key is to simplify your  message with clean graphics and readable typestyles.  Be sure to keep your message short with six words or less including your brand name.  Marlboro cigarettes built its brand on outdoor advertising and you can too, by keeping things simple. A very useful resource for design guidelines can be found at Primedia Outdoor.

    Please click here to see some samples of our creative work for outdoor advertising.

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  • Want to make an impression? It only cost 44 cents.

    On: December 15, 2010
    In: Uncategorized
    Views: 371
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    One easy way to distinguish yourself in your business dealings is to take time to write a personal thank you note.  It sounds so simple and seems so obvious, doesn’t it? But with the emergence of email and texting,  penning a personal message has become a lost art in today’s business communications.

    Here are some useful tips from Michelle Nichols “In Praise of the ‘Thank You’ Note” to separate you from the rest of the pack.

    Now, you’ve just rediscovered a simple, easy, and inexpensive way to be remembered.

    By the way, you can subscribe free to Business Week Small Business.

    Visit our website for more marketing resources.

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  • Career Questions on the Advertising Business

    On: December 6, 2010
    In: Education
    Views: 465
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    Kylee Garrett, a student at The University of Arizona, had questions for Michael Bolchalk for her class assignment on advertising

    Q. Why did you get into advertising?
    A. I started my career with Reader’s Digest in circulation sales and marketing and did field research work for the magazine’s advertisers.

    Q. How long have you been in the advertising business?
    A. Over 30 years in Tucson

    Q. Who has been your favorite client?
    A. There are too many to list. Those most favorite clients were the ones who allow us to do good work and treat us with respect.

    Q. Who has been your worst client?
    A. Clients who were disingenuous. Clients who were not respectful  Clients who would not listen to facts – only their own personal opinions. Clients who did not know what they did not know. Clients who were short sighted.

    Q. What was the biggest challenge in creating your own business?
    A. I did not start the business. I came to the firm ten years after its formation. I became a partner in the firm in my fifth year. The challenges are many today: a horrible economy; declining or negligible budgets; fewer opportunities to get new business; and migration from traditional advertising to less expensive digital marketing are some of the challenges.

    Q. How many people work at Bolchalk Frey Advertising?
    A. We currently have nine people on staff.

    Q. How long has Bolchalk Advertising been in business?
    A. Since 1964.

    Q. Who would you say is the most influential person in advertising?
    A. It’s hard to say because the history of advertising has had may influential people. The creators of Google and Facebook are changing the advertising game right now. My most influential person is Earl Wettstein, who founded our firm.

    Q. What is your favorite part about being in advertising?
    A. There are so many positive things about the advertising business. Things like meting new people and creating advertising that works. The longtime relationships and friendships that come from this business are priceless.

    Q. Did you major in marketing when you were in college?
    A. Yes.

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  • Advertising 101

    On: January 7, 2009
    In: Education
    Views: 491
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    Questions were prepared by Kristy Litten, a University of Arizona student majoring in Communication with a minor in Marketing. Answers were supplied by Michael Bolchalk, President and Elaine Nathanson, Director of Public Relations of Bolchalk FReY Marketing, Advertising and Public Relations.

    Q. How can a recent graduate set themselves apart in a competitive job market?

    A. A recent graduate can set themselves apart by being proactive in their industry of choice, and by obtaining knowledge about the companies that are within that industry. Also, join organizations to network within the field that you are interested in.

    Q. What is some insight about the advertising industry that young people don’t realize when entering the industry?

    A. The advertising industry is a very detailed-oriented job. Also, many people at the agency are normally involved in a single project in order to get many perspectives to create a great product.  It also takes much teamwork to produce a product on time and
    within budget.

    Q. What are some good companies to start out with in marketing?

    A. One avenue that can be investigated for marketing jobs is in higher education at community colleges and universities. These institutions have different departments within colleges that require marketing and PR work.  One can also look to non-profit organizations to start their marketing career however; many non-profits do not have the budgets to hire marketing type staff. It is also sometimes more difficult to transition from the non-profit sector into private and corporate businesses.

    Q. What are some of the steps that you take during the creative process to create a product?

    A. First step in this process is to know the goals of the expected outcomes, then do your research, develop your concept after looking at alternative solutions, and the final step in this process is to be able to measure results after the product or program is launched.

    Q. In today’s market what do clients seek in results of a campaign?

    A. Many clients seek interactive elements so they must become educated in this aspect and bring ideas to the clients that can produce optimal results.

    Q. What are some good interview skills for a graduate?

    A. The first great tip that will help you have a successful interview is having a good foundation of research on the company that you are interviewing for. So, when they ask you “what do you know about our company” you will be prepared.

    Another important tactic is identifying the employer’s competition. This will allow you to know who the competition is and how your prospective employer stacks up against its competition.

    Finally, it’s always best to promptly send hand written thank you note after the interview.

    Click here for more career and job information.

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  • As a client of Tucson Newspapers, what are the benefits you see to using their products and why do you continue to do business with them?

    On: November 11, 2008
    In: Uncategorized
    Views: 366
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    1. The power and influence of the newspapers. People still read the news. TNI’s brethren in TV and Radio read the newspapers. Better yet they read their stories and broadcast them to their audiences.

    2. The power of their circulation, readership and reach is unmatched. Other than outdoor there’s no greater single day audience delivery among traditional media.

    3. TNI’s audience is upscale, educated and has purchasing power.

    4.  The power to get results. Now add their interactive component.  Put them all together and add a compelling message and bingo. You get results.

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  • What makes a successful media sale rep?

    On: November 4, 2008
    In: Uncategorized
    Views: 454
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    What are the three biggest mistakes you’ve seen when approached by media sales rep soliciting your business?

    Lack of preparation. Not asking the right questions. More listening, less talking. Lack of follow-up.

    What do you think makes the biggest difference between an average and an exceptional sales rep?

    Good first impression. Involvement. Engagement. Connecting in some fashion. Find common ground (special interests, sports, hobbies, community involvement).  Then follow-up and follow through.

    When someone approaches you during a sales call, what’s the one thing you want to hear?

    How does your product fit for a particular client? For example, if I was targeting pregnant moms don’t come to me selling 100 proof whiskey. However, if you’re selling baby formula, you might have a chance for consideration.

    Who is the best  sales person you’ve ever worked with and what made them the best?

    One of the very best: Arte Moreno, who is owner of the Los Angeles Angels of Anaheim  . Years ago he sold billboard space. He was very friendly, very professional and quite knowledgeable.  He would tell you if your creative message was right for his billboard medium. Over the years I learned that there are three rules for effective outdoor advertising: Be brief. Be bold. Be clear. We have won many advertising awards following this criteria.

    We have had some other media sales representatives who were and are very good. They’re friendly, reliable and knowledgeable. They are also very efficient with our time which we greatly appreciate.

    If I were in your shoes:
    1. Shop the client first before engaging the customer. Better yet become a customer.

    2. Shop their competition. Give them a tip on their competitor. Continue to give them tips and info that they are not getting from their resources.

    3. Don’t sell on your first visit. Connect in some fashion. Engage in some fashion. Don’t treat them like they are a customer, treat them like a client.

    4. Follow-up the first meeting with e-mail, personal thank you note, telephone call.

    5. Don’t be a pest but stay in constant touch: send newspaper clippings about things that pertain to your client’s business. Share market research. Share marketing intelligence about their competition.

    6. When you do get that second meeting bring donuts, Starbucks coffee, pizza or some goodie.

    7. Become an expert in something. Know more about that business subject than anyone else. Internet usage, selling techniques, research data, customer service, or a learn all there is to learn about a category: retail, automotive, home improvement, etc.

    8. Always say thank you and express it in more than one fashion.

    What I’m looking for:

    1. Educate me about your audience. How do people use the newspaper? How does your product fit with my product?

    2. How does your medium fit with my client’s products and services?

    3. How does your audience use your product?

    4. How do you add value to the equation?

    What you’re looking for:

    1. An opportunity to be heard.

    2. An opportunity to be considered.

    3. An opportunity to have an impact on your client’s business.

    4. Better yet a professional business relationship that might lead to personal friendship.

    5. Ultimately a sale will follow.

    Mike Bolchalk

    adwiz.com
    520.745.8221
    FAX: 520.745.5540
    326 South Wilmot Road, Suite C-200
    Tucson, Arizona 85711
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