FLORENCE — Growing businesses in challenging times is among the goals of an ad profit company that conducted two seminars at the Morning News on Wednesday.
Eckstein, Summers, Armbruster & Co. is a coast-to-coast company. It is located in 70 cities, which puts it in about 50 percent of the U.S. households, said Adam Armbruster, a frequent contributor to Fox News.
“Our firm is 30 years old,” Armbruster said. “We do $103 million a year of advertising and we work in 50 categories of business.
“We are at the Morning News as a service to the advertisers in this city,” he said. “We want to help them grow their business in challenging times.”
The seminar detailed growing business despite any economic factors at the current advertising budget one is using.
Armbruster told those attending how to make one advertising dollar work like two to three dollars. He showed them how to apply the best proven advertising tactics on a local level from some of the nations largest retailers like Proctor and Gamble and other national companies his firm works with.
Armbruster also discussed media trends such as radio, cable television, direct mail, Yellow Pages and online ads. He said revenue is down for all of them
But, he said, print ads combined with television reach four times as many people.
“Where is my market?” he questioned and then answered, “It is as far as it can be. Think of yourself as a regional business.”
In the budgeting area, Armbruster suggested setting a five-year sales goal.
And on the creative side, he said in conducting a campaign message for a new customer to explain: who I am, what I sell or do, why I am the best, what I’ll do for you in addition (the tie-breaker), when you should call me and where you can find me.
Spence Langley of Carolina Product Solutions was among those attending the seminar.
“I’m not retail and I’m not in the service business,” he said. “I’m more business to business. I’m looking forward to talking with Mr. Armbruster one on one.”
But Crystal Kirkland of the Greater Florence Chamber of Commerce had a different take.
“I found the seminar very informative,” she said. “I especially liked the slides with the spending habits on the Sunday-through-Monday scale. I enjoyed it very much.”
Armbruster’s background includes seven years in the supermarket industry, 10 years with the Disney-owned TV station as director of retail marketing and hundreds of national, regional, local retail and commercial and service company campaigns.
Email
Facebook
Google
Twitter
Favorites
More
Advertisement