Advice From a Pro

November 16, 2006

Tom Egelhoff, founder of www.smalltownmarketing.com, gives two rules of advertising:

1. "Advertising needs to be an investment, not an expense. Make sure you advertise where your target market is, with the right message that brings in customers." While advertising in school yearbooks, for instance, may not pay for itself monetarily, he says, as a rule, "never give anything unless you are 75% sure it will return more than it costs."

2. "When emotion and logic come in conflict, emotion always wins," says Egelhoff. And the decision [to buy in the team sports arena] is made strictly on emotional hot buttons: colors, design and the way the kids look, not how much it costs, or what it's made of. Buyers ask, 'will the kids look good in it; will it tell our school story and enhance our school image?'"


The School Library:

Books range from general marketing tips to specific tools that enhance your promotional efforts.

Andy Lantzman's Forms contains more than 100 customizable documents, from sales to invoicing, by Andy Lantzman, president, Classic Impressions, Pittsburgh, Pa.

Clell Wade directories of schools, coaches, associations and fundraisers, from Clell Wade Co., Cassville, Mo., and online at www.coachesdirectory.com.

How to Market, Advertise & Promote Your Business or Service in a Small Town and The Small Town Advertising Handbook: How to Say More and Spend Less, by Tom Egelhoff, a Bozeman, Mont.-based author, speaker and founder of www.smalltownmarketing.com.


Over the Net:

These Web sites include everything from sports news to association lists and marketing tips.

www.google.com — Simply type in "request for proposals, school athletics" and find sites from Virginia to Hawaii announcing bid openings for uniforms and athletic wear

www.ncaa.org — The National Collegiate Athletic Association site provides news, events and sports statistics, along with links to affiliated colleges and associations

www.nfhs.org — This National Federation of High School Associations' site lists every state's athletic association; NFHS affiliate organizations from coaches to spirit directors; and a "Marketing and Sponsorship" section

www.nnep.net — Official site for the National Network of Embroidery Professionals, includes resources, events and marketing tools

www.ppa.org — Official site of the Promotional Products Association International, offering information and links to products, services and events; includes "Build a Promotion" link, listing promotional consultants in a specific zip code

www.screenprinters.net — U.S. Screen Print and Inkjet Technology site, includes archive of articles on marketing, selling and business management; industry news and links; online forums

www.sgma.com — The Sporting Goods Manufacturers Association site. includes survey and research reports; links to national athletic associations; and a members-only "Advertising Smart" section