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February/March 2005 Issue
Top your game
by Christy Couch Lee
Okay. I’ll admit it. We just couldn’t resist the temptation.
When record-breaking “Jeopardy” game-show whiz Ken Jennings passed the $1 million mark... then the $2 million mark, my husband and I began an evening ritual of tuning in to see this mind in action.
It was fascinating.
Regardless of the category – pop culture, history, science – Jennings seemed to answer with little hesitation. And when he would “allow” a fellow contestant to answer a question, it seemed that he was just being kind. As if he wanted them to feel as if they might have a chance.
But we also noticed something else.
Jennings almost seemed bored with the game. It even appeared that the game had become a tedious job.
And when he was dethroned after a 74-game streak, he took his $2,520,700 winnings and departed. Was that relief that we saw on his face?
Of course, you wouldn’t see me complaining about a check like that, either. But what stood out most to me was how being on top became commonplace for this man. And, after a while, he was overtaken by a competitor.
In many ways, this can relate to your advertising plan. After working and planning to create a top-notch plan, it’s sometimes easy to rest.
If you rest for too long, your message may get stale, or the competition may move in with more-advanced techniques that draw your customers away.
To stay on top of your game, you must continually evaluate your own plans and make note of your competition. And, you must always look for ways to be innovative in your approach.
This applies to your print advertising – magazine and newspaper ads, brochures and flyers.
This evaluation should also occur for your advertising in other media, as well, including your Web site. How have you worked to incorporate your advertising message into your Internet site?
Does your site evolve with your latest offerings and winnings, and do you update it with your most-current news and information? Or, has it been a while since you’ve taken the time to update those dates and sire listings?
According to a study released by the University of Wisconsin-Oshkosh, the secret to seeing better results from your advertising just might begin with a better Web site.
Magazine advertisements, in addition to direct mail, radio, television and billboards, are most influenced by the Internet, according to the study.
If your magazine advertisement catches the eye of a potential customer, he or she is likely to check the Web to learn more. What will they find?
Plan on it. You should always plan on your potential customers checking out your site, once they see your Web address in your ad. That’s why you promote it! Therefore, you must ensure that your information is up to date.
What sires, sows or showpigs are you featuring in your magazine ad? Is the focus of your ad on an upcoming sale? Make sure your Web site is focused in the same direction.
Tell them more. Your magazine ad should make a potential buyer stop in his tracks. He should be able to learn enough about your offering to either make a buying decision or want to learn more.
If he chooses to learn more on your Web site, make sure the information is there to gather.
Your Web site is the perfect place to keep a running list of your top winnings. Here, you can also provide more-detailed information about your service sires and the top sows in your program.
And don’t forget to give your customers a glimpse of your operation – your mission, your goals, your people. This information allows customers to distinguish you from your competitors.
Your magazine advertisements and your Web site are two critical elements to success in promotion. And they should go hand-in-hand.
Don’t allow yourself to be satisfied at the top. Make sure you do the work to stay in the winnings.
