Products Packaging for Effective ROI Campaigns The true measure of any advertising product(s) is whether or not it drives business to your client’s door. This session will focus on developing and selling the most relevant advertising products to meet the needs of your local business clients. In addition, you’ll hear how these ad products can and should be measured to determine the direction of future advertising campaigns. Presented by Colleen Brewer, President, Brewer & Co.

2. getting to know you
colleen brewer
president & founder
austin, texas
sales and marketing team
• strategy
• training
• media

3. in the beginning
• first job – small business media sales rep
• simple equaled success
• selling meant educating
• relationships drove revenue

4. many things are the same today
small business owners are:
•busy people
•impatient shoppers
•demanding buyers
•tight with their money
•very loyal
Outfoxing the Small Business Owner
Gene Marks

5. simplify
a recent study by adobe:
less than 30% marketers believe
they are doing a good job
Struggle to determine what
choice to make:
digital social print tv radio
direct mail email

6. Territory: east side
area overview: the east side is one of the fastest
growing areas in the dma. from the
neighborhoods of westwood and central city to
the new retail areas of parkview and seaside.
the average household income is above the
metro area’s and the east side residents spend
leisure time in the newly renovated branchville
mall.
major towns: valley view, oak creek, sunny
park, watertown and nellis.
retail and entertainment areas: park view,
seaside, longtown, cherry mall, bushville center
and hollowside.
2014 Demographics DMA East Side
Total Population 875,490 123,153
Total Households 314,875 59,007
Estimated Median Age 34.4 36.7
College Grad 41% 44%
Average Household Income $65,899 $71,432
Owner Occupied Housing 59% 61%
Married 50% 53%
Never married 35% 31%
HH with children 31% 38%
Hispanic 24% 21%
Retail expenditures $35,621 $38,023
Food away from home $2,471 $3,011
Apparal $3,988 $4,102
Furniture $1,471 $1,508
Home improvement $496 $508

7. who lives on the east side
top prizm segments
• kids and cul-de-sacs
• upper middle class
• married with kids
• 25-44
• college grads
• while collar professionals
• upward bound
• upscale families
• college grads
• 35-54
• dual incomes
• homeowners
• soccer moms and dads

8. how to reach the east side
The combination of these mediums reach your
target audience! For a weekly investment of less
than $1500, your message can be in front of the
right people when and where they are mostly
likely to be.
zip code total households printdaily printSunday TMC local magazine directmail hispanicproduct 30day digital
2000 21,517 6455 6656 17649 2008 21,517 5641
2001 14,224 2418 2511 12900 3421 14,224 1478
2002 10,852 2713 2788 9835 1670 10,852 3632
2003 12,414 2358 2590 11785 2268 12,414 1640
total 59,007 13944 14545 52169 9367 59,007 12391 1,101,641

9. make it easy
80,000 small businesses open every year in this country
Average small business has 6 employees
Average age of small business owner is 49
3 of 10 don’t have a college degree
Top 3 problems: health insurance, taxes, qualified employees
The majority buy some form of online advertising and admit they don’t know if it’s
a smart buy

10. make it easy
Basics we often forget
• examples are easy to understand
• every day language reduces intimidation
• explain terms and buzz words
• know their industry, talk their language

11. know their business
East Side Industry - Peak Months When Consumers Spend
industry jan feb march april may june july aug sept oct nov dec
attorneys
auto centers
bars/nightclubs
garden centers
clothing stores
doctors
florists
funiture stores
grocery stores
jewelry stores
pest control services
pool companies
restaurants
wine/liquor

12. use your resources
information is available at little/no cost
• host consumer polls
• sponsor category leader questionnaires
• create multi-market networks
• partner with market researchers
• use industry organizations

13. follow up
pretty good at most
awesome at a few
rock star at one or two
It’s ok!

14. learn from each otherpeople who mentor are more productive, better socialized and less stressed.
university of miami professors
with the talent on your team, you can learn from each other
match yourself with someone who knows things you don’t – learn from them,
teach them

15. follow up
“be there whenever and however i need you…that trumps lowest price”
“don’t sell me – teach me. use my language and prove to me that you understand
my business”
“i need you to help me understand what i bought and to help me know what to do
next”
“if you keep teaching me, i’ll keep buying”
“talk to me like i’m someone you want to have a deeper relationship with than
just a sale”

16. everything can be measured
foot traffic
sales in a certain period
facebook likes
product mix
market share
brand awareness
whatever the boss decides today

17. small business success
• talk to your customers
• listen to them
• understand their goals
• simplify the options using data
• make it easy for them to buy with examples
• be courageous and follow up

18. questions
colleen brewer
colleen@brewerandco.com
303 884 2900