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  • Diane Scarpelli
    Diane Scarpelli 2 stories: #1 have an auto repair shop who signed up for an annual branding type of schedule, experienced significant increase in business and awareness of his business name (brand) . He has reached a point in his business where he would like to sell and retire but no takers at this point. He has continued the annual for now 6 years, added one other station in our group 3 years ago, does not buy much in the way of additional time/packages but does not consider canceling - his thinking is somewhere along the line of the Wrigley gum story already posted. He recommends us to other business owners he knows. He also tells these businesses it's foolhardy to pull advertising, that's it's part of doing business.
    #2 a garbage pick-up company signed on and inspired, at times helped in the writing of some extremely quirky funny production for which we developed the platform. He voiced the ads, sometimes with his wife and son included as well. At the time 2 years ago there were 2 regional garbage companies here plus 3-4 local competitors. The response was immediate, made him something of a local celebrity and the timing of the campaign was somewhat serendipitous as the market was apparently nearing over-garbage-collected and teh economy was down. One of the regionals lost enough business they pulled out of the market, a local retired and both sold their routes to our client. He decided to add a contest re: the 500th customer would receive $10,000 (this was an insured a la car dealers do with win a car at a hole-in-one in golf tournaments). Between his notoriety, contest and market pressure on other providers his business is big and dominant to the point that he's had to invest in additional equipment and containers. He decided he no longer needed the advertising . It's been 8 months. We're still talking to him. Listener actually tell us they miss the ads. We are hopeful as he catches up on the increased demands of his business that he will return to advertising.

    I include both stories because the argument that there are only 2 kinds of businesses - those in ascendance and those in decline - is apropo. The kind of advertising a business does to grow is bigger, aggressive, even intense. The kind of advertising a business does in maintenance/decline is consistent, persuasive, targeted with sporadic promotional periods for new locations, changing products, added services. So the kind of expenditure and scope in the growth phase is likely larger. The expenditure and scope in the maintenance/decline phase can be less but provide opportunity for the client to jump in with something new they have or that you present.
    • October 6, 2018