Four States Small Business Blog

Chad Elliot

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Recent Posts

How to Find the Sweet Spot for Frequency in Your Annual Radio Advertising Schedule

Posted by Chad Elliot on August 9, 2017 at 8:00 AM

Finding the sweet spot for frequency in your annual radio advertising schedule can be a challenge, but it can affect the success of your radio advertising efforts and campaigns. At Zimmer, we believe that following a 21/52 plan can help you achieve the right balance and bring you success.

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Topics: Radio Advertising, Marketing Strategy, Joplin Market

How to Make Your Business a Destination Despite Being in a Low Traffic Location

Posted by Chad Elliot on July 13, 2017 at 7:45 AM

Is your business location a bit off the beaten path? If your location doesn’t have the advantage of being in a high-traffic area, it can be a challenge to drive traffic to your business. But there are things you can do to make your business a destination. We’ve put together some ideas to help you increase foot traffic and make your business the kind of place people want to visit.

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Topics: Marketing Strategy

Are Outside Factors Impacting Your Marketing ROI?

Posted by Chad Elliot on June 21, 2017 at 9:00 AM

Most businesses understand the importance of tracking and measuring their marketing ROI, but they often fail to consider the outside factors that can have an effect on it. You could be succeeding at developing an effective message for your target audience and deploying it across the right channels to reach your audience, but external factors might negatively impact its effectiveness. Factors having nothing to do with the effectiveness of your marketing campaign can skew results, making it difficult to accurately measure ROI. It’s important to consider how outside factors affect your marketing ROI, whether in a positive or negative way, because they are often unavoidable.

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Topics: Marketing Strategy, Marketing ROI

The Dos and Don'ts of Branding Your Law Firm Effectively

Posted by Chad Elliot on May 9, 2017 at 8:00 AM

Branding through marketing is critical for every business, even when that business is a law firm. After all, while clients are probably already a qualified lead by the time they approach your firm, branding is why they know about your firm to begin with. Even so, you’ve studied to win in the courtroom, not the marketplace, and law firm branding may seem outside your wheelhouse. That’s why we’ve put together a list of twelve do’s and don’ts to help you start branding your law firm effectively.

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Topics: Small Business Resources, Marketing Strategy, Marketing ROI, Legal

The 2017 State of the Yellow Pages: Are Your Legal Clients Using Them?

Posted by Chad Elliot on April 27, 2017 at 9:00 AM

Yellow Pages advertising is relatively inexpensive, and for many lawyers, it’s their go-to advertising medium. But the Yellow Pages has its limitations. Many people use the Yellow Pages as a doorstop or booster seat, but it never occurs to them to use it to find a business. For that, they turn to Google. So, while the Yellow Pages remains an effective way to reach a certain segment of your law firm’s target market, it’s important to understand its limitations and explore advertising alternatives that can provide a wider reach.

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Topics: Small Business Resources, Radio Advertising, Marketing Strategy, Legal

Pros and Cons of Newspaper Advertising

Posted by Chad Elliot on April 11, 2017 at 8:30 AM

Newspaper print advertising has a long history of reaching audiences to build trust and leverage influence on purchase decisions. And even though we live in an increasingly digital world, the format continues to prove itself useful in reaching consumers — 60.8% of adults over the age of 18 have read a newspaper in the last week, and it still ranks among the most trusted formats before a purchase decision. Thus, newspaper is still an advertising channel that could be valuable to your business, and understanding the pros and cons of newspaper advertising will help you move forward with your marketing plan.

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Topics: Small Business Resources, Integrated Marketing, Marketing Strategy

The Traffic Equation and Why Your Location Impacts Your Advertising Needs

Posted by Chad Elliot on April 4, 2017 at 8:30 AM

For businesses that may be located a bit “off the beaten path” — meaning those that are not in a highly visible, highly trafficked brick-and-mortar location — effective marketing and advertising takes on added importance. To make up for a lack of visibility, and the likely lack of traffic, companies must step up their marketing efforts to create visibility in other ways.

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Topics: Marketing Strategy, Consumer Behavior

The Theatre of the Mind, and Other Reasons Why Audio is Powerful

Posted by Chad Elliot on February 24, 2017 at 8:30 AM

It’s easy to underestimate the power of audio in the way we feel, think, and even make decisions. Understanding this impact in radio can be traced back to the mid-1950s when the burgeoning television industry first posed a serious challenge. While it was uttered with regard to radio dramas, the phrase that best sums up this power is “Theater of the Mind.” Essentially, the reason why audio is powerful is because of all the mental images, associations, and emotions that it can evoke, especially through radio.

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Topics: Radio Advertising, Consumer Behavior

The Power of Heritage Radio Stations and How They Can Boost Your Radio Advertising Results

Posted by Chad Elliot on February 2, 2017 at 8:30 AM

Many cities and markets have groups of iconic radio stations that have stood the test of time. Whether it be news, music or sports, these “heritage” stations have deep ties to the local community and are institutions in people’s lives and daily routines.

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Topics: Radio Advertising, Marketing Strategy, Joplin Market

When Radio Is and Isn't a Commodity, and Why Every Radio Station Spot Isn't Created Equal

Posted by Chad Elliot on January 16, 2017 at 8:30 AM

“You get what you pay for.” We’ve all heard that saying. Often, it turns out to be true. When it comes to radio spots, it’s almost always true. All radio ads are not created equal. The cheapest rate is not always the best way to go.

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Topics: Radio Advertising