Should I keep paying for marketing?

Dear Mariellen, I run a small embroidery business in Charlotte and business has slowed down considerably from last year. I am looking at ways to reduce my spending and I am considering eliminating my marketing efforts in 2009. Am I making the right decision? Amy K., Charlotte Dear Amy, My initial reaction is "NO!" "You can't stop marketing!" But my calm and rational self says... "let's think about this..." I understand your need to cut expenses and find ways to keep your business going during a little economic slump. However, what you really want is more customers and better return on investment. First consider how you get the majority of your business. Do people come to you because they are repeat customers, referrals, etc. or do they find you on the web or in the phone book? You see, this is not the time to spend money on marketing that does not work... I will agree with that. But this is DEFINITELY the time to spend money on marketing that works. If placing in ad in a coupon flier, works well, then do more of that. Consider lower-cost, higher return marketing efforts such as wearing clothing with your logo embroidered on it and joining networking groups and the Chamber. If you never hear anything from people seeing your yellow page ad, that is something to consider losing, or if you spend a lot of money on radio advertising but only see some return, use that money on something more effective. If you would like to talk about your marketing strategies, please contact me at 704.236.0568 or go to my website at www.aueragency.com. Mariellen Auer Agency, Marketing Charlotte

Auer Agency Charlotte, NC 704.236.0568 info@aueragency.com

Marketing Tips: Branding your business

Dear Mariellen, I own a professional services company in Charlotte and we have been a business for three years. We have done OK until now, but never really made significant profits. This is the year that we really need to break through. I am willing to invest in my business what I can--it is my passion, but I need to make a wise decision. I have been talk I need to "brand," but there is no immediate return on investment from what I can tell with this. Can you tell me the benefit of working to brand my business? or Do I really need to "brand" my business? Ellen M. CT Dear Ellen, A good branding strategy is an important aspect of success in business because it will bring your business to the mind of consumers when they need your product or services. However, "branding" seems so illusive, and hard for a small business to grasp onto. So often, small businesses initially reject the idea of branding, thinking it is something for large businesses, but in today's competitive world it is even more important to have a brand and a brand strategy. Branding your small business gives it name recognition and provide potential consumers with an instant understanding of the services you provide. It is what will allow you to grow your client base, and project a positive image. Your branding should include your website, logo, business cards, letterhead, etc. and all have a consistent theme, colors, and graphics. Branding itself gives your customers a confidence in your professionalism--it will show how you are unique, and stand out from your competition. Best of all, your customers will recognize and understand your services. And just as branding is important--how you brand is important as well. You will want to work with a professional marketing company that understands your business your clients and your products/services. No matter what your budget, you can develop a branding strategy for your small business that is consistent and professional. It is important, and something you should start today. Mariellen Auer Auer Agency Charlotte, NC

Auer Agency Charlotte, NC 704.236.0568 info@aueragency.com

The Auer Agency inspires Matthews fitness team

NEWS RELEASE November 15, 2008 When the Matthews location for Lifestyle Family Fitness got ready to compete in a company-wide fitness challenge, they needed a motivational identity. The Auer AgencyTM created their logo and, perhaps taking motivation themselves from the Presidential campaign, came up with the name: Matthews Mavericks. For good measure, they threw in an inspirational tagline, “There’s only room at the top for ONE.” The Matthews team was ready to WIN. Are you looking for a "motivational identity" for your corporate team? A logo and theme can be just the thing that your group can rally around. Be a winner: contact Mariellen at the Auer Agency to get started today!

Auer Agency Charlotte, NC 704.236.0568 info@aueragency.com

M5 Restaurant: Charlotte, North Carolina

We are pleased to announce that M5, an upscale Charlotte restaurant, called with another project! The Auer Agency loves it when satisfied customers come back for a second (and third and fourth) helping of creativity. M5 wanted to remind customers it was time to order Holiday gift certificates. So, inspired by the changing seasons, the Auer creatives came up with an attention-grabbing poster. The M5 foodies loved it. M5 Modern Mediterranean restaurant blends the flavors and timeless elegance of the Mediterranean with contemporary urban chic. Under the direction of nationally-renowned Executive Chef Tom Condron, the M5 menu embraces a field-to-table philosophy, serving only the freshest seasonal ingredients - so check them out!

Auer Agency Charlotte, NC 704.236.0568 info@aueragency.com

Auer Agency Trademark

NEWS RELEASE November 13, 2008 The United States Patent and Trademark office believes the name, Auer Agency TM, and its three orange circles is as distinctive and memorable as the CBS eye, the once-bitten apple and the Nike swoosh. So when you see the name or the circles look for the itty bitty TM. Just like the innovative solutions we provide for our clients, we’re unique, too.

Auer Agency Charlotte, NC 704.236.0568 info@aueragency.com