Canada's business magazine for traditional natural health retailers

3 minutes reading time (638 words)

There's no great mystery about advertising: it works!

Does advertising work? This is the question everyone asks before they commit dollars to an advertising campaign. And it's a valid question. Personally, I have no doubt advertising works. Working on the ad side at CNHR for all these years has shown me many examples of advertising working for suppliers.

Does advertising work? This is the question everyone asks before they commit dollars to an advertising campaign. And it's a valid question. Personally, I have no doubt advertising works. Working on the ad side at CNHR for all these years has shown me many examples of advertising working for suppliers.

Recently, something happened that only confirmed in my mind that advertising does work. For the past eight years, I have driven by my local hardware store. One day – out of the blue – I noticed a large sign posted out front indicating they fill up BBQ propane tanks. Never before had I seen this sign. My first thought was, "Wow... is this ever convenient for me. It's closer to the house than where we usually go, and the price is better."

"No one knew..."

A few days later, I stopped in to have our tank re-filled. While the young man filled the tank, I mentioned in passing how glad I was they now have propane. He looked up from his task and said, "We've always had the propane here, the problem was no one knew it."

When I asked him if he thought the new sign out front was working, he said, "Without question. You can't believe how many people have come in to have their BBQ tanks re-filled since we put it up."

This made me think of the story I wrote last issue, about the ingredient supplier who was very surprised when he realized many of his long-time regular customers didn't know the full extent of his company's product offering because he never advertised it.

Advertising does work. But to make it work for you it must have consistency, so your message will be seen and read by many. Some companies feel if they can't go "big," let's not bother. I disagree with this thought. It's important to have your message in front of your audience with regularity, regardless of ad size. Create a budget of any size, and work to it. You don't need to break the bank to reach your audience: smaller ads are more affordable and they still put you in front of the eyes of your customers.

But to not advertise because you can't go big is a very shortsighted business strategy, as it guarantees that NO ONE will see your sales message. Canadian hockey great Wayne Gretzky put it all in perspective when he once said, "You miss 100 per cent of the shots you don't take." (Along with a brilliant hockey mind, "The Great One" seemed to also have a good understanding about the advertising business.)

Ask for value-added features

By putting your message out there, at least you're giving your buying audience a chance to learn about your company, your products and your services.

This logic applies to either consumer or trade advertising. Sometimes, the media outlet or newspaper or magazine will work with you to augment your ad dollars by offering "value-added" features. For example, with CNHR and CNS, we offer our advertisers things like expanded coverage in Trade Talk and free exposure in our Product Profile section. Value-added features are just one way to help stretch your ad dollars further and give your company more exposure to your buying audience.

As summer comes to an end and the busy fall season is upon us, I look forward to seeing everyone at CHFA East in Toronto, September 20 to 23. Until then, please feel free to email me with any questions or comments,

Healthy Regards,

Dale Lo

 

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CNHR News Podcast

cnhr radio hour

News, Views and Happenings in the world of Canadian Natural Health.

Check out this month's podcast here

Your customers have spoken.  The numbers are convincing: Canada’s natural health retailers turn to CNHR for your new products.  A survey conducted in June 2020 shows retailers read the ads and Product Profiles, and react to them.  They order products they’ve seen in CNHR.  They look for your new products in CNHR.  Reach your customers via CNHR by print, video and/or podcast.  Various opportunities available to fit any budget. 

• Launch your new products

• Support your sales team

• Be visible as stores re-focus and re-charge

• Stake your position in the “new normal”

• Reach more stores – from coast to coast

• Introduce your company to new potential customers • Combine CNHR’s print, video and podcast options

 

New!  Product profile package

Retailers want to see more of your new products.  So, we’re making it easier for you and them. 

Introducing our new Product Profile Package:  a three-pronged way to reach retailers by combining print, video and podcast.  You get all three!

PRINT:  Claim a spot on CNHR’s Product Profile pages, mailed to health food stores coast to coast, and read by over 10,000 retail store buyers, owners, managers and staff.

VIDEO:  This is new for CNHR – video product reviews.  You’ll get a 30 second review of your product with product image and voiceover.  Five products per video, then e-blasted to CNHR’s database, to be shared among staff and with the store’s customers.   

PODCAST:  Also a new feature.  Your product will get a mention on the New Products portion of the popular CNHR News Podcast, hosted by CNHR editor Bruce Cole and Deane Parkes.   Your company name, product name, a couple of lines, followed with your company contact information.

Three-platform exposure for your new products, delivered by CNHR, the trusted source of industry information retailers have counted on for 24 years.   Three platforms for $699.00

The Product Profile Package is FREE to all full or half page advertisers!

Contact Candace Sicari for more information:  candace@cnhr.ca , 705-209-9280     Deadline for the Sept/Oct issue is July 31

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