A startling 85-percent of all ads are ignored according to research by the Bureau of Advertising Research. With another 5-percent drawing down a negative reaction, that leaves only 10-percent of all ads garnering a positive bit of consideration. The good news is the team at SCORE wants to help your business find its way into that key 10-percent group.
They are bringing renowned marketing guru Perry Ballard to a workshop to share a whole host of approaches that he has "borrowed" over the years. On Thursday, September 15th, Perry will share how techniques he has employed produced such things as:
- 72 sales call requests from a single ad run one time…
- A 40-percent response on a direct mail effort, half of which became customers…
- A 200-percent increase in donations to a non-profit…
- A market share growth that advanced from 16-percent to 33-percent…
- A 125-percent increase in vacation attraction tickets…
- A 4-percent jump in total bank deposits in just four weeks…
- Plus other hits (and misses) over a 45-year career.
In 2015, of the $177.8-billion spent on advertising, only about $18-billion worth of the ads did what they were intended to do. More than $159-billion worth of ads failed.
Workshop leader Perry Ballard started his advertising career in 1966; founded his one-man firm in 1977, built it to 26 people, sold it and retired in 2010. Over that span, Perry Ballard Inc. teams built market share for local, national and international clients, increased donations for non-profits, elected political candidates and influenced attitudes on community issues. A Certified SCORE Volunteer, Perry earned a B.S. and M.A. in Advertising Design from The University of Michigan, and taught marketing at Lake Michigan College.
Sponsored by SCORE Kalamazoo/Southwest Michigan and the Women’s Business Center at Cornerstone Alliance, the “Make Your Next Ad Better” Workshop, will be held September 15th at the Western Michigan University SW Campus, on Napier Avenue in Benton Harbor, from 4:30 to 6:00pm. The fee is $30 per attendee, and includes a worksheet to start your next ad pointed toward the 10% of ads that get results. If you’d like to “Make Your Next Ad BETTER”, register for the Workshop at www.kalamazoo.score.org/local workshops.
Participants who would like their current ad to be analyzed (and perhaps presented), may send a PDF to Perry@ManagePerceivedValue.com.
SCORE offers free, confidential business counseling and experienced advice to any business in any stage of development; from startup to mature. To request mentoring services or to become a SCORE mentor, contact the SCORE at info@scorekazoo.org or 269-932-4042.
