advertising

[Brian Lawson]

For myself (in another country, another Continent) I advertise in various
classifieds, one which covers the whole city and surround, another two which
are in specific suburbs as well as in similar publications to your
Pennysaver. I also have an ad in the Yellow pages and a website and that is
also advertised in all the ads I place.

Any advert I place is based upon a costing that the monthly cost of it
doesn't cost more than the price of one tuning, I keep running these ads as
they give return.

Never stop advertising or people think you've gone out of business, look at
Coca-Cola - they keep on an on, don't they.  Their CEO's motto "Early to
bed, early to rise, work like hell and advertise"

Brian
Joburg
South Africa


----- Original Message -----
From: "Mickey Kessler" <mickeykes2@uf.znet.com>
To: <pianotech@ptg.org>
Sent: 18 April, 2002 03:52 PM
Subject: advertising


After lots of dedicated study and practice I'm about ready to hang out a
shingle and go to work for money.

I'm considering running a classified ad in the local PennySaver.  This can
reach about 80,000 households a week in the driveable neighborhood here in
L.A., all with generally quite high annual incomes.  The ads cost about
$250 for six weeks.  I figure if only 5% of the households have pianos, and
if only 1% of those answer the ad and result in booked jobs, I'll more than
break even.  (I pulled those percentages out of the air, but they seem like
safe guesses.)

Has anybody used the PennySaver?  Did it bring you in any business?  How do
you generally promote your business?  I seldom see ads for piano
technicians -- is that because it isn't effective, or is it because there's
plenty of business around without advertising?

Thanks for any info or advice you can offer.

Mark (Mickey) Kessler