HELPING BUSINESSES PROSPER AND GROW FOR MORE THAN …tooeleonline.com/wp-content/uploads/2016/05/2014... · 6/6/2014 · rates, and industry. Car dealers need more advertising than

by Jared HamnerExecutive Director

Over the year and half here at the Chamber I have been asked repeatedly “what can I (small

business owner) do to advertise in Tooele County”? I came across this article by Tom Egelhoff and found it very insightful on marketing in small towns and or with

small businesses.If there is one mistake small town busi-

nesses make more oft en than any other it’s, “What ever is left over, we’ll use for advertising.”

Marketing and advertising is an invest-ment, not an expense. I know it sure seems like an expense to me when I’m writing the check, but trust me it’s not.

Without enough money put aside for advertising your sales can go down and you suddenly have less and less for promo-tion.

When do you advertise the most? For most businesses it’s the fi rst day of busi-ness. Don’t you have a Grand Opening, balloons, fl yers, ads, on-site radio stations, contests, and prizes? Did the income from sales pay for that? No, it didn’t. You ad-vertise most when you need business. You advertise more when you don’t.

An average cost of advertising is usually 1 to 5% of gross sales, which can vary according to location, local advertising rates, and industry. Car dealers need more advertising than funeral homes.

Before we get to the 25 tips let’s look at the basic strategies of successful advertis-ing.

• In order to be successful, your ad-vertising must provide a consumer benefi t or solve a problem.

• Th at benefi t or solution must be wanted by the consumer.

• Th e product or service you are of-fering must be tied directly to that benefi t or solution.

• Th e benefi t or solution must be dis-tinctly communicated through medial advertising. In other words, be clear, forget the advertising glitz and make sure the message isn’t lost in the ad.

A small-budget advertiser doesn’t have the ‘’deep pockets” to develop big adver-tising campaigns. Some time you need to break the rules to be noticed. Avis did it by admitting they were “Number 2” in the car rental business and that campaign took them from 6th place to second place. When they stopped that campaign they dropped back to 6th again. In the past year they have gone back to it.

Budget conscious advertisers must achieve top results for their advertising dollar. Expand your dollars by adopting some creative techniques.

Here’s 25 tips I hope will help you.1. Radio, newspapers and magazine

specialists will frequently give free help in developing an advertising strategy. Th ings like demographic information, money-saving ways to

produce your ads etc.2. Place your ads in off hours or in

unusual locations for less. Many times, you can still reach your tar-get market with these spots.

3. Instead of a one-time big splash ad, be consistent with frequent small ads that work. Monthly magazines sometimes have unsold ad space at the end of the month they will sell at a discount.

4. If you have an 800 number, put it in every ad for immediate response and feedback.

5. Try advertising consistently in the classifi eds. Th ese ads may draw more customers than more expen-sive display ads.

6. Can you barter for the cost of ad production? Maybe the newspaper needs painting in exchange for an ad about your paint store.

7. Piggyback advertising are the ads you receive with your MasterCard bill. Is there someone in your town that sends out a lot of bills? Can you put a small fl yer in with their bills and split the postage? Or pay a small fee?

8. Split advertising costs with the people who sell to you. Vendors and manufactures are always looking for exposure. Let people know you carry their products and have the vendor pick up part of the ad cost.

9. Are there up-front advertising discounts for cash?

10. Consider advertising in regional issues of national magazines. Th e costs are lower and you can still reach your target market. TV Guide is a good choice. It stays around for at least a week. Time, Newsweek, and US News and World Report may stay in local doctor’s offi ces for years.

11. Share ad costs with neighbor busi-ness. Video stores and Pizza parlors are natural partners. Have coupons to each other’s stores or share the cost of fl yers.

12. Try reducing the size of your ad (not in the Yellow Pages) or length of your radio spots. A 60 second spot is not twice as much as a 30 second spot but you won’t get twice as many customers for a 60 over a 30. Going with small ads or shorter spots will allow you to do more ads, which normally pulls more custom-ers.

13. It’s better to be there every day with

small ads than every month with one big one.

14. Develop tight production controls to minimize the need to reject fi nished ads. Th e message is more important than the messenger is. Don’t try to produce ads that win awards, produce ads that sell.

15. Who are your very best customers? Aim your ads to talk directly to people like them.

16. What will suppliers give you in the way of point-of-purchase materials? Posters, stand ups, handouts, etc. Some have excellent display racks you can use.

17. Some national chains like Coke and Pepsi provide outdoor signs for businesses. Th ere are also indoor-lighted signs you write on with special markers to advertise your special off ers.

18. Can you sponsor a community event? A fun-run, golf tourna-ment, or other event that will be well publicized in the community. Your name may not be prominently displayed but sometimes the posi-tive exposure in the community will bring in new customers.

19. Small businesses can seldom aff ord saturation advertising. You must be selective in the media that reaches your customers. Pin your ad reps down and make them show you ex-actly how their media reaches your target audience.

20. Exploit the media you choose to the fullest. If your message is verbal, you don’t need TV. Use radio, billboards and newspapers to the fullest.

21. Consider direct mail. A letter and brochure before customer contact can increase business. An IBM study concluded that selling time can be reduced from 9.3 to 1.3 total hours with direct mail advertising. A Sales and Marketing Executives International Study showed sales-people went from eight orders per 100 cold calls to 38 orders per 100 when direct mail was used.

22. Try an editorial style ad. Th ese are ads that look like actual stories in the newspaper. Th ey will have “advertisement” at the top of the article. Develop a good headline, and 50% more people will read the article than would read an ad of the

HELPING BUSINESSES PROSPER AND GROW FOR MORE THAN 60 YEARS

Tooele Business NewsTOOELE COUNTY CHAMBER OF COMMERCE

Volume 11, Number 4 June 2014www.tooelechamber.com

CALENDAR OF EVENTS

Luncheon: Energy SolutionsWednesday, June 1812:00 Noon88 South Tooele Blvd.Please RSVP ASAP, [email protected] (435) 882-0690THIS IS A FREE LUNCHEON

Tooele County Chamber of Commerce Annual Golf Tournament

June 138:00 a.m. Shotgun StartCome Early to sign in.Sponsors Needed!Gold: $1500Silver: $1000Bronze: $750Luncheon Sponsorship: $750Closest to the hole/Longest: $50Exclusive Hole Sponsorships: $400Hole Sponsorships: $200Sponsor 2 Holes: $300Drink Cart Sponsorships: $200Great Prizes Including:ReclinerFire ArmsCross BowsTraeger smoker Remote Controlled AirplanesAnd more!Contact The Chamber at:[email protected] (435) 882-0690 for more details.

Luncheon: Tooele County Health Center Live Fit

Wednesday, May 2812:00 Noon154 South Main StreetTooelePlease RSVP by Monday, May 27 [email protected] (435) 882-0690$10 for members, $15 for non-membersSubject: “Credit Facts and Myths”

For a complete list of upcoming Chamber and community events, please check out

our website: www.tooelechamber.com

EXECUTIVE DIRECTOR’S UPDATE

SEE MARKETING PAGE 4 �

Marketing your small business in a small town

2 Tooele County Chamber of Commerce June 2014

Chamber Staff Jared Hamner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Executive Director Chelby Garcia. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Office Cody Howard . . . . . . . . . . . . . . . . . . . .Intern, Utah State University

2014 Board of Directors Alison McCoy - Chair . . . . . . . . . . . . . . . . . . . . . . . . Tooele Title Company

Bill Upton - 1st Vice Chair. . . . . . . . . . . . . . . Tooele First Assembly of God Chris Sloan - 2nd Vice Chair . . . . . . . . . . . . . . . . . . . . . Group 1 Real Estate Rich Western- Secretary / Treasurer . . . . . . . . . .Miller Motorsports Park Kris King - Past Chair. . . . . . . . . . . . . . . .Mountain America Credit Union Jake Johnson . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . JL Johnson CPA Carrie Cushman . . . . . . . . . . . . . . . .. . . . . . . . . . . Holliday Express & Suites Marc Taylor. . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . Shellimark Entertainment Sandy Critchlow . . . . . . . . . . . . . . . . . . . . . . . . . . . . Kiwanis Club of Tooele Tye Hoffmann . . . . . . . . . . . . . . . . . . . . . Edward Jones Investments, Tooele Keith Bird . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Transcript Bulletin Publishing Clay Campbell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Stockton Miner’s Café Frankie Harris . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Wells Fargo Bank Chad Fullmer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Denny’s Restaurant

Advisory Seats Shawn Milne . . . . . . . . . . . . . . . . . . . . . . . . Tooele County Commissioner Mayor Patrick Dunlavy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Tooele City Mayor Brent Marshall . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Grantsville City Superintendent Scott Rogers . . . . . . . . . .Tooele County School District Scott Snelson . . . . . . . . . . . . . . . . . . . .Tooele Applied Technology College Dean Donna Dillingham-Evans . . . . . . . . . . . . . . . . . . . . . . . . USU, Tooele Jared Hamner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Executive Director

Chamber Ambassadors Karen Christiansen (Chair) . . . . . . . . . . Love ‘em & Leave em’ Pet Sitting Ben Bird . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Key Bank (Tooele) Terry Christensen . . . . . . . . . . . . . . . . . . . . . Tooele County School District Melven Sweat. . . . . . . . . . . . . . . . . . . . . . . Modern Woodmen of American Sharron Sturges. . . . . . . . . . . . . . . . . . . . . . . SLC Estate/Equity Real Estate Marc Hicks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Wells Fargo Kevin John. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. Royal Wholesale Electric Jolene Thurgood. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Maceys Todd Castagno . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Willow Creek Lending Trevor Williams . . . . . . . . . . . . . . . . . . Williams Management Group, LLC Kendall Thomas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Individual Curt Warnick . . . . . . . . . . . . . . . . . . . . . . . . . . . . American Family Insurance Karen Bentancor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Nationwide Michael Harrison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Peaks Firearms Robin Herrera . . . . . . . . . . . . . . . . . . . . . Utah Dept of Workforces Services Andrew Vera. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Zions Bank Brandon Morrell. . . . . . . . . . . . . . . . . . . . Mountain American Credit Union Milenna Russell . . . . . . . . . . . . . . . . . . .Tooele Applied Technology College Gloria Kershaw. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Click Audio Video Jewel Allen. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Treasured Stories

Newly Adopted Policies of the Chamber Tobacco Free Environment: The Tooele County Chamber of Commerce supports and ensures a

tobacco-free environment. The use of tobacco products, including smokeless tobacco prod-ucts, is not permitted on the Chamber property.

Political Neutrality: The Tooele County Chamber of Commerce maintains a stance of political

neutrality with regard to candidates for public office. The Tooele County Chamber of Commerce reserves the right to endorse legislation that supports and promotes the purposes

and ideals of the Chamber.

TOOELE COUNTY CHAMBER OF COMMERCE

ANNUAL GOLF TOURNAMENT

Hurry and get your team signed-up today!! $400 for a Team!

$100 for individual

Friday, June 13, 2014 @8:00 Am @ Oquirrh Hills Golf Course in Tooele

To sign-up your team, call the Chamber Office 435-882-0690 or email [email protected]

Looking for sponsorships

Exclusive Hole Sponsorships

$400.00

Hole Sponsorships

$200.00

Sponsor 2 Holes

(1 on front 9, 1 on back 9)

$300.00

Drink Cart Sponsorships (4)

$200.00

Platinum Sponsorships

Sold Out

Gold Sponsorships

$1,500.00

Silver Sponsorships

$1,000.00

Bronze Sponsorships

$750.00

Luncheon Sponsorship

$750.00

Closest to the Hole/Longest Drive

$50.00

Lots of Great Prizes Including:

Firearms donated by

Mule Deer Foundation

CORPORATE

TitleMaxTheresa Doran915 North Main StreetTooele, UT 84074(435) 843-2428We provide fi nancial products to people without access to traditional credit alternatives. Title Max seeks to off er these products at the lowest rate in our industry.

BUSINESS

Christensen Corbett & Pankratz, PLLCCraig Pankratz300 South Main StreetTooele, UT 84074(435) 843-0838We are a general litigation and appellate law fi rm. We practice in family law, criminal law, civil litigation,

constitutional law, personal injury, contract disputes, and property disputes.

SMALL BUSINESS

Busy Bee LawncareChris Busico559 East 980 SouthTooele, UT 84074(435) 850-9415Fertilizer Weed control, lawn pests, shrub treatments, spider barriers.

SUSTAINING

America First Credit UnionSheryl Cox972 North Main StreetTooele, UT 84074(801) 726-8347Financial Institution

NON-PROFIT

Utah Independent Living

CenterAlda Mills42 South Main StreetTooele, UT 84074(435) 843-7353Assist people with disabilities to achieve greater independence by providing advocacy, skill instruction, info and referral, peer support, equipment loan and other services.

� e Tooele County Chamber of Commerce extends a warm welcome to our newest members:New Chamber Members & Renewals

The UPS Store772 North Main StreetTooele, UT 84074(435) 833-050

WB Manufacturing8400 North Hwy 36Lake Point, UT 84074(435) 837-6200

Renewals

3Tooele County Chamber of CommerceJune 2014

TOOELE MEDICAL GROUP PROVIDER REFERRAL LINE: 435-775-9973

Having been a college athlete, Jeffrey Carlson, DPM, knows the significance

of feet and the important role they play for the rest of the body. Dr. Carlson is an

expert in both forefront and rear foot surgeries, sports-related foot injuries, pediatric, geriatric, and diabetic care.

Same- and next- day appointments often available.

Se habla espanol. JEFFREY CARLSON, DPM

Introducing Tooele Medical Group’s New Podiatrist, Jeffrey Carlson

FOOT & ANKLE CLINIC

Sole Mate.

1929 NORTH AARON DR., STE L | 435-843-3859


Willow CreekLENDING

OFFICE

MOBILE

FAX

Todd CastagnoPrincipal Lending Manager

435.884.6010435.849.1485801.907.7036

[email protected]

CHRIS & BERNA SLOAN

BERNA [email protected]

CHRIS [email protected]

Sandy Critchlow Sandy Critchlow Sandy Critchlow www.HomesInTooele.comwww.HomesInTooele.comwww.HomesInTooele.com

205 N. Main St. Tooele, UT 84074205 N. Main St. Tooele, UT 84074205 N. Main St. Tooele, UT 84074

Let’s Spring Into Action & Let’s Spring Into Action & Let’s Spring Into Action & Find Your Dream Home!Find Your Dream Home!Find Your Dream Home!




























PLATINUMREAL ESTATE

Bob McIntyre435.241.0100

[email protected]

Salon CapelliSalon Capelli opened March

of 2014. Capelli~Italian for hair, was inspired by owner

Cacye Freyensee friend/longtime client Renee Harvey. HARVEY was born in Catania, Sicily, and recently spent 18 months with her family in the military in Pisa Italy.

Here are profi les for two of our talented ladies.

Cacye Freyensee“I’ve always had a vision for

uniqueness! I like diff erent, and I like exclusive!” We off er spa features at aff ordable prices. In-cluding hot stone scalp shampoos (increase blood circulation), paraf-fi n wax treatments (moisturizing and fragrant), relaxing atmosphere in original 1900’s building, with your choice of chocolate truffl e and array of beverages!

I’ve been a hairstylist/nail Technician for 12 years. I worked in various salons, expanding my knowledge tremendously. Extend-ed education is a passion of mine, which brought me to learn to operate a “successful self-employed business.” As a single mom in 2005 I opened a salon in Wyoming named “Lucky Streak” inspired

from my birthday being on St Patrick’s Day.

My husband was brought to work in Utah moving our family to Tooele.. I worked with Misty Stetz at Urban Endz in Tooele, expand-ing my knowledge spectrum even more! I continued on to get my extended education teaching cer-tifi cate for cosmetology in 2009.

My husband Matt and I have 3 kids Jacyee 12, Jaxyn 8, Kasyn 5.

MelanieMy name is Melanie, I am a

Permanent make-up artist. I can enhance your eyebrows, or create them if needed. I do eyeliner, or you can get a soft er eyelash en-hancement. I can also give you lips that pop with lip liner, or full lip color. I am certifi ed through Allied Health, and licensed to do perma-nent makeup in my health Depart-ment inspected business.

Your makeup would be applied by hand, using the Soft tap method. I use only 100% disposable sup-plies, used only on you. I do not use traditional tattoo machines. Th e Soft tap method is gentler then a tattoo gun and your makeup will look more natural.

Kristen PorterMy name is Kristen Porter, I’ve

had a passion for hair since I was a little girl. I started my career 7 years ago as an apprentice with Matrix educator Misty Stetz. I have mastered a wide range of hair tech-niques including haircuts, exten-sions, styling, and waxing. However my specialty and passion is color.

I beleive in continual education and strive to stay at the forefront in my industry with knowledge of new products and trends in order to provide excellent service to my clientele. I place high value on listening to my clients, understand-ing their needs and respecting their hair!

I’m passionate about helping my local community. I’ve been apart of Matrix Chairs for Change, or-ganinzing a 5k and cut a thons for local charitys. On my down time I love spending time with my family and staying active. I have an amaz-ing husband and son, who keep me going strong everyday.

Come see us at Salon Capelli at 1 North Main Street in Tooele!

same size.23. You can’t match larger

competitors dollar-for-dollar but, you can use unusual approaches (like the Avis idea above), color, music, slogans, humor (be careful here), or media selection to win your market away from the big guys.

24. Due to the high costs of conventional advertising on, radio, TV, newspapers, many cost conscious business have been forced to look for lower cost methods. Can you advertise on parking meters, taxi boards, bal-

loons, blimps, and grocery shopping carts? Community bulletin boards, movie ads, and weekly newspaper shop-pers?

25. Key your ads. Put something in the ad that will let you know which media it came from. On coupons, put a code that will record the paper and date of the ad. In radio or TV, have them mention the ad to get the discount. Ask customers how they found you.

26. Plan for a rainy day. Dur-ing the year put a small amount aside each month for emergencies. You never know when you’ll need to react quickly to whatever the competition is doing. You

must be able to capitalize on breaking national events or news regarding your industry. If negative things happen in your industry you may need to respond quickly to make sure the right mes-sage is presented.

27. Always give the customer more than you promised and more than they expect-ed. Th is is tip number 27 of the 25 we advertised. Maybe this last one is the one you needed.

I hope these tips will help your business grow. Not all may be relevant to your particular situa-tion. Hopefully, they will illustrate the importance to plan and control your advertising budget.

MarketingContinued from page 1



.... we’ll help you FINISH!

Enroll today!435-248-1800

tatc.edu

You Start....

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Tooele County Housing Authority

TitleMaxTitleMax is recognized as the na-

tion’s largest and most reputable title lending companies. Since the

very first store opened its doors in 1998, TitleMax has expanded to over 1,350 stores spanning from coast to coast. From California to Georgia, to Ohio to Texas, to hundreds of places in between, TitleMax strives to offer the lowest interest rates on title loans in the entire industry.

Industry overviewCustomers use the services provided by

the alternative financial services industry for a variety of reasons, including that they often: do not have access to traditional credit-based lenders like banks, thrift institutions and credit card companies; have a sudden and unexpected need for

cash due to common financial challenges like medical emergencies, vehicle repairs, divorce, job changes or other unexpected expenses; are self-employed small busi-ness owners with an immediate need for short-term working capital; need a small amount of cash immediately and do not have time to wait for a traditional lender to approve a loan; and see such services as a sensible alternative to potentially higher costs and negative credit consequences of other alternatives, such as overdraft fees, bounced check fees or late fees.

Mission StatementWe provide financial products to

people without access to traditional credit alternatives. TitleMax seeks to offer these products at the lowest rate in our industry.

Tooele County Housing Authority recently moved to 66 West Vine, Tooele, Utah. We have been serv-

ing the low/moderate income households for 35 years and finally have a place to call our “Home.” The Housing Authority is a political sub-division of State Government and receives Federal and State funding as well as grants funded by various Banks. We provide formula based rental assis-tance to approximately 250 households per month (approximately 75% of those served are elderly or disabled households). These units are owned by local landlords

whom the Housing Authority contracts with. We own and manage 126 units of affordable housing, of which 42 units have subsidized rental amounts based on the tenant’s household income. Tooele County Housing Authority provides down payment assistance (up to $3000) to first time home buyers and offers security deposit matching funds up to $500.00 to assist/moderate low income households in successfully leasing a rental unit. To obtain more information and income lim-its for various programs visit us at www.co.tooele.ut.us/housing.htm

Possibility TravelPossibility Travel, an up-and-coming

travel agency, was recently estab-lished in Stansbury Park. Today,

members of the Chamber of Commerce celebrated its opening at a ribbon-cutting ceremony. The owner, Tiffany Olsen, started her travel business so she could do what she loves. “It is so exciting to help someone realize their dream vacation,” she stated. “My greatest desire is to not only meet, but exceed their expectations.”

Olsen is associated with Cruises & Tours Unlimited, one of the nation’s largest travel companies. “As a travel consultant, I have access to resources, discounts and limited-time offers that are not available to the general public,” she explained. “Not only can I save my clients’ money, I save them the hours of time it can take to research,

plan, and book a vacation.” Olsen feels it is crucial for her to get to know her clients very well. “I need to understand their lifestyle, preferences, and what they like to do so I can design the perfect vacation for them,” she stated. “No Internet web site can provide the personalized service that I can.”

If you would like Tiffany to help you “explore the possibilities,” you can contact her at:

Possibility [email protected]://www.possibilitytravel.comhttp://www.facebook.com/possibility-

travel

Northpointe Surgical CenterNorthpointe Surgical Center is a

state-of-the-art outpatient surgi-cal facility, set to open May 12th.

Upon its opening, it will provide 3 ORs and 1 procedure room, with the ability to expand as demand and interest grows. This facility will provide a whole array of surgical sub-specialty services such as

ENT, General Surgery, GI, Orthopedics, Pain, Plastics, Urology, Podiatry, GYN, and Ophthalmology. Northpointe Surgical will set a new standard of quality initia-tives and care. We intend to work with our providers and payers to deliver the best care and services at competitive market rates.


Documents

HELPING BUSINESSES PROSPER AND GROW FOR MORE THAN …tooeleonline.com/wp-content/uploads/2016/05/2014... · 6/6/2014 · rates, and industry. Car dealers need more advertising than