Ads, press releases and online marketing tips provided for local businesses

Whether you own a large or small business, making money, not saving it, is the ultimate goal. Marketing is the key to making money, and Marketing 101, presented by the Maricopa Chamber of Commerce Tuesday night at the Global Water Facility, provided the basics of how to get the most out of a marketing budget.

Speakers at the seminar were Renie Scibona, Maricopa Connection publisher, Kathy Hall, Maricopa Monitor editor, and 85239’s publisher Scott Bartle.

Scibona told the audience of about 30 small business owners, “Marketing your business is an investment, not an expense. In the good times you advertise because you can; in the bad times because you have to.” She talked about “branding,” the symbolic embodiment of all information connected with a product, carried out in logos, color schemes and fonts.

In advertising, good logos, convincing copy and visually appealing illustrations show “what you do different from the competition.” An average customer sees an ad six times before they react. Repetition, according to Scibona, along with appealing illustrations and convincing copy are key elements in advertising. “Be in front of customers sometime, somewhere–all the time,” she said.

“Get your name out there as often as you can,” said Hall. “What is unique about your business and/or personality?” Speaking about creating a newsworthy event, she noted that the tendency is to throw money at a problem, but creating news events takes more time than money. “News coverage doesn’t replace advertising; it enhances public perception and name recognition,” she said.

Hall explained the steps for creating a news event and writing a press release. She cautioned that press releases are generally re-written by the media, but they should be done correctly, allowing for at least a week’s lead-time, and should include digital photos.

Online presence is not a luxury – it’s a necessity,” noted Bartle. “Online advertising broadens cost savings and perception. It is easy and inexpensive, targets specific markets, creates a virtual storefront and reaches a “world-wide” audience.”

Statistically, 87 percent of those in the age 18-29 group are online, and 83 percent of those aged 30-49. Additionally, 65 percent of people age 50-64 are online, and 32 percent of those 65 and older.

Bartle urged the business owners to use a Web site address that indicates who they are and what they do, utilizing photos and bios to spread that message. Specific objectives like building a user email database, tracking online visits and defining a target audience are all important. Domain names should also be meaningful. “If you are in the barbeque business, why not www.bestbarbequeintown.com?” he said, adding, “Don’t have a build it and they will come mentality.”

Following the presentations, business owners were able to ask questions and get advice on marketing tips and techniques.

Photos by Joyce Hollis