Marketing Know-How: From Internet to TV, IGA and NWRA Conference
Attendees Received Handy Tips
November 13, 2009
Attendees of the Independent Glass Association and National Windshield
Repair Associations fall marketing conferences heard from
such industry experts as Gerald Zwart of Clearview Windshields in
Inwood, Iowa, and Mike Jones of GTS Services and Scott Orth of Scott
Orth Inc. last week in Las Vegas.
|Gerald "Dr. Chip" Zwart
Zwart spoke on television advertising and tips, while Orth focused
on Internet marketing.
If you have a catchy ad, people are going to talk about it,
said Zwart, who has grown his business exponentially by focusing
on television ads in which he wears a white coat and has come to
be known as Dr. Chip.
He noted that though Internet marketing is growing, its sometimes
easier to reach a large number of people at once with television.
TV is the only medium where you can reach large audiences
watching the same thing at the same time, he said.
Frequency is also a factor.
Its all about
how many times you hit the consumer,
And what about timing? Zwart discouraged attendees from placing
rotating ads that might pop up throughout a certain time period,
but on no specific schedule.
I like to know when my ads are going to be on, he said.
Zwart actually writes all of his own ads, and appears in them as
Voice recognition does work, he advised.
Dont be afraid to be a little different.
And for those who might not know the best time to advertise, Zwart
provided a simple tip.
When youre busy, thats the time of the year to
advertise, he said.
Orth spoke on a variety of Internet marketing topics, from organic
to pay-per-click strategies, and social media applications such
as Facebook. He also talked about the necessity of a website in
It becomes more of a business need, he said. Customers
expect a website.
As for the website development itself, he stressed that its
important to develop it in accordance with your potential customers
Youve got to have something that speaks to the people
youre trying to reach, he said.
He also suggested using various forms of media within the site,
including videoperhaps a video of what will happen when a
customer arrives at your shop.
As for sites like Twitter and Facebook, Orth suggested choosing
one or two of the various outlets available and focusing on your
The more active you are on a couple profiles, the better
off youre be, he said.
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