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Advertising

Calgary retail marketing consultant

A famous advertising adage states something to the effect that '50 percent of all advertising works, the problem is that we don't know which 50 percent.' The authors of, What Sticks: why most advertising fails, suggests that it is closer to 63 percent but their research added many more abysmal advertising stats.

Don't get me wrong, advertising can be a powerful tool but, advertising is no substitute for good customer service. The biggest problem with advertising is not that 50 or 63 percent of it works, it's that it can be falsely promoted as the best tool in your customer attraction tool kit.

In today's world of shrinking marketing budgets, all traditional media outlets are under increasing pressure to sell advertising space. This means that newspapers and radio & TV stations may offer you services that are not cost-effective for your needs. Advertising is just one form of marketing but it gets most of the attention only because that is what most people see. See my blog articles on this subject, here and here. The consequence of traditional advertising's popularity is that it is also where most people will not see an ad that you may place simply because there are so many other advertisements next to yours. How you market should be determined by your objective. In general, the only time you should advertise is when it is not convenient to personally speak with your current and potential customers. There are many other forms of marketing that may prove to be more cost effective for you. You can choose direct marketing, sales promotions, word-of-mouth, merchandising and signage, special events, customer loyalty programs, guerrilla marketing, and many more.

As an independent marketing consultant, I have no preference to any particular form of marketing. To make your marketing budget do the most for you, you need to know who your customer is. With an understanding of your customer we can work together to implement the right tool to bring you closer to your goal as a business owner.

If it is determined that advertising is your best strategy, then continue reading this page. If not, click the Customer Relationship Management link for a part of marketing that is more important than advertising.

The following are some flyers that I produced. When I produce flyers I handle almost everything. Some of the advantages I offer are:

  • strong creative background (6 years in the Vancouver & L.A. film industry)
  • solid financial skills
  • customer appeal (rational/emotional)
  • photography
  • writing
  • graphic design
  • coordinate printing
  • coordinate distribution
  • develop and coordinate contests
  • feedback with as much data as possible from the advertising. One form of feedback can be providing you with your business' geographic trading zone.
Another advantage that I provide is pricing. There are two primary costs involved with print work, design and printing. The printing portion of the cost that I charge is the lowest you may ever see. The printing specifications, which determine the quality, are also the best you can get.

Below are the costs and specifications for print for items up to 8 1/2" x 11". Prices for 11" x 17" posters are also well below what most competitors can give you. I can save you up to 30% on your printing costs by using a few "tricks" that print shops will never tell you. In the end, you get better quality for a lower price.

Below are two flyers from May 2009 for Green's Pop Shop Westside & Northside, Evergreen Golf Centre, Lethbridge Marketplace .com, and the stores at the Westgate Mall on the west side of Lethbridge. This flyer was distributed by Canada Post. Design, photography, coordination, printing and distribution arrangements by David Howse Marketing.

Note one flyer for Evergreen has a red dot on the coupon while the other Evergreen flyer has no dot. Both flyers were distributed to 20,000 homes at the same time and the small difference allowed Evergreen Golf Centre to know which part of Lethbridge was more responsive to the flyer.

Below is the September 2008 flyer for the shops at the Stubbs/ 9th Avenue Mall, Lethbridge. This flyer was distributed by Canada Post. Design, photography, coordination, radio arrangements, printing and distribution arrangements, and contest setup by David Howse Marketing.

Another advantage that I provide is pricing. There are two primary costs involved with print work, design and printing. The printing portion of the cost that I charge is the lowest you may ever see. The printing specifications, which determine the quality, are also the best you can get.

Below are the costs and specifications for print for items up to 8 1/2" x 11". Prices for 11" x 17" posters are also well below what most competitors can give you. I can save you up to 30% on your printing costs by using a few "tricks" that print shops will never tell you. In the end, you get better quality for a lower price.

Below are two flyers from May 2009 for Green's Pop Shop Westside & Northside, Evergreen Golf Centre, Lethbridge Marketplace .com, and the stores at the Westgate Mall on the west side of Lethbridge. This flyer was distributed by Canada Post. Design, photography, coordination, printing and distribution arrangements by David Howse Marketing. Note one flyer for Evergreen has a red dot on the coupon while the other Evergreen flyer has no dot. Both flyers were distributed to 20,000 homes at the same time and the small difference allowed Evergreen Golf Centre to know which part of Lethbridge was more responsive to the flyer.

Promoting lethbridgemarketplace.com Majestik Holidays & Travel of Fort Macleod, Subway Automotive, Josee's Handmade Imports, Pop's Pub North and South, Mojos Pub and Grill, The Guesthouse Restaurant, Evergreen Golf Centre, Mystique Home Decor, Westgate Liquor, Liquor Connection, and many more Alberta businesses. Advertising Marketing Flyer Print and Distribution by Canada Post.

Below is the September 2008 flyer for the shops at the Stubbs/ 9th Avenue Mall, Lethbridge. This flyer was distributed by Canada Post. Design, photography, coordination, radio arrangements, printing and distribution arrangements, and contest setup by David Howse Marketing. Integrating Print, Promotion, and Radio in Lethbridge Alberta. Graphic Design, distribution, printing, promotion, cooperative marketing and advertising managed by David Howse Marketing

Below is the Christmas 2008 flyer for the shops at Stafford Plaza, North Lethbridge. This flyer was distributed by Canada Post. Design, photography, coordination, printing and distribution arrangements, and contest setup by David Howse Marketing. Print flyer mail out integrating promotion to determine primary and secondary trade area in Lethbridge Alberta also used to determine email response rate.

Below is a newspaper ad. Photography and design by David Howse Marketing.

Below is an example of direct marketing. Photography and design by David Howse Marketing. postcard advertising and direct marketing for an Alberta based business - David Howse Marketing

Below is a newspaper ad. Photography and design by David Howse Marketing.

Below is an example of direct marketing. Photography and design by David Howse Marketing.