Just building it is not enough

Published 6:11 am Saturday, June 9, 2018

The 1989 film “Field of Dreams” took the phrase, “If you build it, he will come,” and etched it forever into America’s collective consciousness as versions of it are used in all sorts of situations. Although that may hold true in a fictional baseball movie, it is far from reality when it comes to growing a successful business.

Sadly, that seems to be the approach many businesses — fledgling startups and longtime institutions alike — take when trying to reach new customers and grow their revenue.

Simply opening the doors isn’t enough in this hyper-competitive day and age. Honestly, I am not sure if it ever was.

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The key is making sure that consumers and potential customers think of your business or service when they need to make a purchase or decision. The next step is standing out from the herd.

If you don’t believe me, just ask any marketing company in the world how important top-of-mind awareness and brand recognition are to a business’ success.

That is why big-box retailers and national companies spend billions on market analysis and advertising campaigns. But not every business has those types of resources.

Here at The Advocate-Messenger, we want to provide affordable solutions for small to mid size businesses in Central Kentucky.

We know your advertising dollars are more valuable than ever. That is the driving principle behind the third year of our VIP program, a comprehensive print and digital marketing plan for local businesses.

No other media can deliver your marketing message to our community like we can through diverse packages that reflect savings of more than 50 percent off normal rates.

This week our marketing experts have been reaching out to customers we think would benefit from this advertising approach. The Advocate will be hosting marketing presentations all next week. We will be in Stanford Monday and Danville Tuesday to Friday.

The presentations only last 20 minutes and will offer valuable information about our market. Space is limited and once sold out, the program will not be offered again until next year.

If your business hasn’t been contacted but you think this is something you would like to learn more about, give me a call or shoot me an email.

The Advocate’s VIP program is the best way to get a lot of proverbial advertising “bang” for your hard-earned “bucks.” Let us help promote your business in a more engaging, far-reaching way than any other media in our community.

Michael Caldwell is interim publisher of The Advocate-Messenger and Danville Living magazine. He can be reached at (859) 469-6400 or by email at mike.caldwell@centralkynews.com.