Why advertising fails

April 10, 2013 | Comments Off on Why advertising fails

by Jim Armstrong (Third of three parts) In the first two installments of this series, I listed the three reasons most advertising fails floor dealers and then discussed the first two. There is a lot of misunderstanding among floor dealers about advertising, and retailers are unaware of alternatives, to brand building types of marketing. The final reason why most dealers’ advertising fails comes as a result of the first two. Put simply, because of the...

Read More

Guest column: Why advertising fails

March 26, 2013 | Comments Off on Guest column: Why advertising fails

Volume 26/Number 22; March 18/25, 2013 (Second of three parts) In the previous installment, I listed the three reasons most advertising fails flooring dealers—misunderstandings among retailers regarding advertising, unawareness of alternatives to “brand building” types of advertising and dealers duplicating each other—and then discussed the first one in detail. In this column, I’ll explain the second reason for failed advertising and note other, effective methods. (more…)

Read More

Succeed at advertising

March 11, 2013 | Comments Off on Succeed at advertising

Volume 26/Number 21; March 4/11, 2013 by Jim Armstrong (First of three parts) When surveying flooring dealers across North America, I always ask: • How are you promoting your business? The answer I virtually always get: Internet, newspaper, radio, TV, direct mail. • What are your results? The answer I almost always get: Lousy, hit-and-miss, unpredictable, disappointing. In spite of poor results, dealers stubbornly cling to outdated advertising methods that do not work even after admitting...

Read More