July 2015 Final Web

Mention this Ad and get
a free Hot Dog when you
purchase a Hot Dog.
Why the Albemarle Tradewinds advertising worked for me by I’m in Florida Now
Now retired in Florida and still not used to the pace. I have always had a business to run. So here are a few more
thoughts. I read the Albemarle Tradewinds Magazine online for the first time last weekend, and I am really not
used to it. I am old school and still prefer a paper copy. Maybe I can talk Scott and Ken into mailing me a paper
copy. After reading my last article, a few things occurred to me. Ken and Scott really wanted my business to get
more phone calls. I cannot say that for the other advertisers we were using. When we first started with the
Albemarle Tradewinds, things did not go as I expected. I had been conditioned to advertise in a big way, or to
make a big splash. I told Scott that we wanted to take out the whole center spread for my ad. He refused to do it!
Then he explained why. Instead of making a big splash in one month, he suggested that my business take a smaller
ad and go long term. This is the best advice I have ever had from an advertiser. He explained that people may not
notice my ad if we just run it one month. But if they see it over and over for a period of time it would stick in
their mind, and when they needed my services they would remember my business. Another lesson we learned was
this. We ran our ad for a period two months and I could not see anything from the ad. It just seemed like we were
throwing our money away. Scott suggested we employ a secret shopper to come in and mention that they saw our
ad in the Albemarle Tradewinds. Something we never suspected was happening. Our employees were not asking
the customers where they heard about us, on top of that, they were not reporting to me when a customer said that
they saw our ad in the Albemarle Tradewinds! We quickly had a company meeting and worked that one out. Then
we realized the ad was working a few weeks later. But then something else happened. We discovered that sales did
not change! People were coming in but not buying. A salesperson with another advertising company suggested that
maybe the ad was not reaching the right audience. So we called Scott to see what he had to say.
He VOLUNTEERED to meet with my staff NO CHARGE and try to see what the problem was. After the
store meeting, we had a managment meeting with Scott. We agreed that my staff did not know how to close a sale!
Scott volunteered again to give my sales staff a quick 101 on closing sales. It took a couple weeks, but sales definitely
started climbing. All I can say until next time, give Scott and Ken a try. They want your business to succeed.
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30 Albemarle Tradewinds July 2015 albemarletradewinds.com