By Rob Driscoll
Business Edge Publisher
The response to our "Growing Against the Grain" program, in which we work closely with owners/ decision makers to help grow their businesses, has been nothing short of inspiring.
It seems there is no shortage of local entrepreneurs who look at this challenging economic climate as a good opportunity to earn market share. Several companies have signed up for Growing Against the Grain (GATG) while others have asked for more details on how the program works.
To help you better understand, I will take you through the process using the experience of one of our early GATG participants, Eileen Ashmore of E.M. Ashmore & Associates.
When Eileen first contacted me, we had a good chat about her business and her objectives for 2009. She felt that, more than ever, business owners could benefit from her expertise in strategy, planning and coaching, and that it was time to get more aggressive in her marketing to assist clients in moving forward in 2009.
Eileen appreciated the fact that Business Edge News Magazine is delivered to an unrivalled 63,000+ local businesses and wanted to have a regular presence in the publication, but noted that she didn't have a large advertising budget. So we came up with a campaign in which she would have a small ad (business-card sized) in all 26 issues throughout 2009, which would cost less than $1,000 per month.
Then Eileen showed us an ad concept she had been working with. My colleague Allie Montgomery (winner of the prestigious White Hat award for excellence in customer service) and I reviewed the message and offered suggested revisions. Eileen liked the changes, added another of her own, and then we had our wonderful designer Carrie Poyser lay out the ad in two different styles.
We also contracted national-award-winning photographer Larry MacDougal to do a photo shoot with Eileen at no extra cost to her. As you can see on Page 12 the picture certainly adds to the message and makes it easier for prospective customers to get a feel for the person behind the business.
The net result is a well-designed advertising campaign that we are confident will increase brand awareness and generate substantial business.
For more information on the Growing Against the Grain program, contact me any time at 866.216.3343 ext 25 or rob@businessedge.ca.