We have had your many years of loyalty as our Big Traffic® division turns ten this year! This is a wonderful milestone in business.  In our ten years we have continued to grow our business. We survived not only the shocking devastation of 9/11, but also the stock market crash of 2008 and the “Great Recession.”  We now look back and realize these are now almost 3 years behind us.  We have all learned to live, work and bring continuity to our businesses in this new reality in which we all work.

This new reality is one of the prime reasons I am writing this today.  Ten years ago, in 2001, the global economy was only being forecast. Those of us in business still had not seen the effects of how events in other parts of the world could impact our local economy.  However, today, after 9/11, the events of the uprising in the Arab countries and the devastation in Japan, we all see how small the world has become.

Our concern is for gas prices rising above $4.25 per gallon.  When we started this business, diesel fuel was at $1.87 per gallon. Over the past 10 years we have absorbed the volatility of fuel prices as part of our cost of doing business.  Unfortunately, the quality of what we provide will be greatly sacrificed if we cannot ask you to share with us in this impact.  In order to continue to be the highest quality outdoor mobile provider in the country, we are instituting a fuel surcharge program.

As you know we have enjoyed a reputation of being the leader of this industry.  It is not only in the business of the business that we are leaders, it is in research, design, technologies and community contribution that we enjoy this reputation.  Over the next 10 years you can count on us to continue that leadership.

We do not intend to pass on this surcharge unless fuel flies over the $4.25 per gallon mark.  With each client paying a minimal surcharge, this all adds up to a great deal for us. We would like to believe that as we have been your valued partners in bringing you success throughout the years, that you will be our partner in allowing us this assistance should we face the worst fuel prices in world history in the coming months.

This, of course, will be voluntary per client in 2011 and we hope that you will say yes (as so many others have), to insure our ability to bring you the highest quality outdoor product with the best service in the community.  Feel free to call me directly with any questions.

Today’s successful businessman is one who knows how to use the media in his favor. The successful operator is open to new ideas and yet, embraces traditional media with a proper mix with interactive. The successful business owner of today knows his customer, his product and his unique market. The successful business person of today is a marketer that utilizes strong consultants to see his plan through. There is no possible way that a business can be successful if that business does not understand some very fundamental marketing concepts.

It amazes me how many owners around the country don’t have a clue how they need to move their operation forward and meet the demands of today’s financial climate. On the other hand, there many operators that clearly understand what is required in today’s environment. For every entrepreneur, if you do not have a strategy – a plan – a few plays you can pull out of your play book, you are destined for failure.

So, if you have not found that media savvy person to help guide you, here are a few key areas where you need to focus in your pursuit to find that person:

1.    Hire an Advertising Consultant to give you direction. Advertising Consultant’s are experts in the business who can help you formulate a plan. A good Consultant has been up against situations with virtually every type of business, similar markets and market conditions. Your Consultant will help you develop a budget, analyze demographics and help you find advertising opportunities.  The days of simply calling the TV or radio station or a print rep are over, unless they have professional Advertising Consultants on staff. Additionally, a rep working at one particular media company will naturally show bias to his or her media company. An independent Advertising Consultant has no favorites or shows no bias in selection the proper media outlet for your company. This consultant will most likely make recommendations based on data available for all markets.

2.    Trust the people you hire. If you hire a professional and tell this professional how to do their job, you are wasting your money. If you do not have confidence in the recommendations of your consultant, you selected the wrong consultant. If you hire a consultant that finds it easier to agree with you, rather than challenging your decisions, you hired the wrong consultant.  My best and most successful clients are the ones that stay out of my way.

3.    Make a plan – stick with it. The biggest reason business owners fail is because, they don’t stay the course. Have you found yourself jumping from one media to another? Changing creative direction? Changing message? If you answered yes that is likely the reason you have been unsuccessful with your advertising. If you are confused as to which way you need to proceed, think about how you have confused potential buyers of your product or service. Stay with a campaign and alter with variations, it takes time for a message to penetrate into the minds of the consumer. Don’t attempt to tackle the intricate world of advertising without a proven, successful Advertising Consultant. Take a few plays out of the Advertising Consultant’s playbook and you are destined to score big.