Marketing System Gives Small Business an Edge"
October 1, 2004 Las Vegas, NV - CustoMores is a small Marketing and Consulting Firm with a
very large vision - that of supplying small retail
businesses and service professionals with a much needed
marketing edge. They call their new approach the 12X12
Intelligent Marketing System.
(12 months, 12 blocks, 12 steps). The philosophy behind
the 12X12 system is simple - brand locally and consistently
and use the best information and presentation to achieve
the most impact.
average man-on-the-street being exposed to nearly
3000 advertising messages a day, at a time when nearly
89 percent of every piece of advertising you see and
hear is forgotten after 72 hours, getting attention
for any business owner becomes a very difficult task.
this feat in two steps. First, they create a powerful
business identity package with a talent pool of top-notch
artists. The goal is to start with stunning graphics
for instant impact. The philosophy behind this is
simple - if they notice you the first time out, you
are way ahead of the pack.
step is to target local residents within a five-mile
radius of the business with a new marketing technique
called "Info-Marketing". This technique
is basically the repackaging of advertising as information.
Says Owner, Daniel Sage, "We are truly living
in the “information age” where the hunger for information
should be not be ignored but rather embraced as the
direction advertising needs to go. I see the explosive
growth of the Internet, as a powerful wake up call
to the fact that content really is king. Simply put,
people will tend to ignore advertising but continually
seek news and knowledge.”
of “info-advertising” is to increase the effectiveness
of every business promotion item by giving the consumer
an advertising piece that is not disposable. That
“piece” is information. CustoMores
is currently one of the only Marketing Firms in the
nation incorporating this insight into all aspects
of its’ promotional campaigns. Top of Page
As far as
regional and neighborhood advertising methodology,
the fact is, some 90% of
consumer purchases are now made within 3 to 5 miles
of home. (Think about your own buying habits) The
entire success of Chain Stores and Franchises is built
upon the science of “market saturation and consumer
convenience". By setting up a shop on every corner
of urban and rural America (based on
the growth rate) the chain stores have fine-tuned
the term “close to home” and made it Americas’ reality.
CustoMores is simply utilizing the same data and strategies and
incorporating this inside knowledge to benefit the
small, single store retailers to help them compete
with the big boys. Says Sage, "These techniques
and insights will allow us to accomplish in a single
campaign what many other ad agencies and direct mail
co-ops do in five. We use a combination of guerilla
promotional techniques offline and integrate those
it with the web to make our client stand out in the
neighborhood he or she calls home."
far as the web, Overture, including Yahoo, is targeting
small businesses with the launch of Local Match, a
new pay per click service enabling half mile radius
precision targeting in the US.
Anxious to secure some of the $22 - $94 billion local
advertising market, Overture developed Local Match
in response to the growth of online directories such
as yellow and white pages. The new service is available for Yahoo,
Microsoft MSN, some InfoSpace
websites, and MyCity.com. Google
recently launched a similar regional marketing program.
According to marketing research
experts the Kelsey Group, Small and Medium-sized Enterprises
(SMEs) will spend $50 billion on GeoCommerce by 2006. The study also reveals that
approximately 10 million U.S. small businesses
spend an average of $4700 each year on advertising
and marketing across all media. In 2000, this translated
into a local media market of $33 billion dollars spent
by small businesses on print Yellow Pages, newspapers,
Web sites, banners, direct mail, coupons and other
locally targeted advertising and promotional media.
CustoMores is a one-stop shop for logos, tag
lines, print materials, website design and promotion,
direct mail campaigns and lead lists, local media
placement and print advertising, ad rates, internet
yellow page and search engine placement, and above
all -12 months of consultation on what works and what
Currently Featured on the Entrepreneur
Magazine website, they can be reached at www.CustoMores.com
Top of Page
Marketing OR "Selling in Your Own Back Yard"
(Where it Really Counts!)
by Daniel Sage
This Article is Currently
Featured on the Entrpereneur Magazine Website. See
Here's the breakdown. You have a business. You have a business
location. You have a neighborhood where that
business is located. You provide a service or product
that's truly valuable to the right people. Great,
now how do you find them? Or, maybe the
Question should be - Where? How Will the Customers you Need
EVER find You?
Welcome to Business Marketing 101...
FACT "But Most Consumer Purchases are Made Within 12 City Blocks."
Think about it! Most Chains and Franchises (Burger King, Starbucks,
Target, Wal-mart etc...there
are now thousands!) can be
found wherever there is enough Market Saturation. Most National
Chains, Franchises, Grocery Outlets and Even
Local Banks have figured this Equation out and are using it
to reap HUGE sales by Region Count. (Census Tracts) They know the 12-Block Rule and
apply it vigorously in all of their Sales and Marketing
They also know that Market Share is the most Important Term
in the Advertising Game.
Let's review a few things about the world of Business Advertising.
There are more than 2 Million new businesses started every
year. (Most are these are home based; this doesn't include MLM's or Affiliate programs)
Over 500,000 of these will fail within 2 years.
Top of Page
- The average Successful ad campaign costs about $250,000 dollars.
- The average TV commercial is $10,000 for 60 seconds.
- The average radio commercial is $100.00 for 60 seconds. ($5000 to Produce!)
- To rent a Cab top billboard is about $300 a week.
- The average Freeway Billboard is between
$2500-$5000 a month.
All of these fall under the category of Blanket Advertising.
(Expensive and mostly ineffective in the short run, especially for
small businesses. It works for Chains and
Franchises simply because of the number and
convenience of locations.)
Can you even hope to compete with their Advertising Budgets
So, now that you know how local buying habits directly affect
you - how many of these people does your advertising strategy
currently reach? Do you even know
how many residents there are in the
12 blocks surrounding you? Let's expand our
marketing radius to 2 or 3 miles or a single
zip code. Do you know anything about
those residents? More importantly, do
THEY know about YOU? These are questions
you will need to answer if you are making
your business succeed locally or at all.
The 12 Block Rule is the Secret Ingredient to Franchise and
Chain Store Success.
As a small enterpriser will never beat them at this game unless
you engage the customer on a more personal level. They are
the big corporations but you have one Serious Ad-
vantage. You don't need 300 customers a
day to meet your bottom line. This gives you
the upper hand in targeting your market.
You might only need 20 a day or 20 a month
to meet yours and this means you can
be a little more accurate in pinpointing your
potential market. Smaller overhead means less
mass-marketing is needed. Better to build than slowly and gradually and treat
each customer as the precious commodity
he or she is. You can spend less on
"blanket type" advertising and be more direct
in your marketing. Top
This also requires some degree of "intelligence"
on your part to determine who the best prospects are for your business.
Start by determining who is a perfect candidate
for what you sell. Is it something everybody
can use - or is it something that everybody
needs? There is a very Big difference when it comes to marketing. Direct marketing
is not just removing the middle-man
from the buyer-seller equation. It's also a more
hands on approach to reaching the consumer
on his home turf. This means you'll need
a deeper understanding of your customers
and why they buy from you. Examine your
business sales to date- who's been buying
from you and why? Determine as much as you
can about your current client or customer
and you will have the basic profile of who your
next one will be. Where in your own neighborhood
do they live? Is there an overall demographic similarity between most of them
and can you reach more of the same kind
of individuals somehow? This is called
Clustering and this kind of Market Research
information you'll need to create a plan for
of your own business marketing.
Local Marketing makes sense only because CONVENIENCE has changed
ALL of our Buying Habits forever. You Must now play the game by the new rules or lose by the new
Daniel Sage is a Marketing Consultant and Entrepreneur living
in Las Vegas .
More info on Local/Neighborhood Marketing can be found on his