b"42 Tools For Success Auto Recyclers ToolBoxThe ability to build a brand is dead!By Ron Sturgeon Start SellingC onventional or traditional advertising for most recyclers, including print and direct mail, has declined in value and ceded ground to the web for most recyclers. The other advertising mistake I see businesses, including recyclers, making is trying to build a brand or just making sure that prospects are seeing their name out in the marketplace. Advertising has changed!In 1963, when Quaker Oats (now owned by PepsiCo) created Capn Crunch, they spent 10 million dollars on a TV campaign and instantly jumped to a decent market share. Back then, it did-nt matter so much about the quality of the product; the most important thing was the box and marketing. Today, you could spend 100 million dollars on TVYour loyal customers price check instantly(or whatever) and not capture much mar- is a pause in your thinking, isnt there?) ket share because the ways prospectsSadly, not. And worse, they may even tell find out about new products are spreadAnd guess what,the other supplier what youre asking and over so many platforms and media out- customers simply arentgive them a chance to beat the price, so lets.loyal; they are all aboutyour loyal customer has just made you the what you are doing formark. Oh, they likely didnt even have to Customers arent loyal them right now and at themake more than one call; they just looked I would contend that the internet islowest price.online and called the cheapest provider. likely the best way to introduce a newBecause they arent going to be loyal, if product or service. That said, where onyou insist on selling those small hard-to-the internet? There are so many venuesappreciates these helpful small parts andget parts, just do them a favor and charge even on the internet that its just hard towill be loyal. I get that, and on its face itthem $100. get in front of your customer. Gaining asounds good. NOW, after youve helped decent market share is likely not eventhat customer out with small parts, willThere are two kindsattainable. And guess what, customersthat same customer call you when theyNow back to that brand. There are two simply arent loyal; they are all aboutneed, say, a Cummins diesel engine?kinds of advertising, brand advertising what you are doing for them right nowOF COURSE, and because they likeand selling advertising. Think about a bill-and at the lowest price.you, they will call you FIRST!board Jack Daniel, SMOOTH as glass, Forget using advertising to get yourSounds like a win, right?next exit, Toms Liquors. That's brand name in front of the customer; it sim- BUT, will they then check prices atadvertising. Now imagine Jack Daniels, ply doesnt work the way that it oncea few other suppliers?$15.99, July Only, next exit, Toms did. Also, lets examine the loyaltyOf course.Liquors. Its clear which billboard will angle. I have a little story I like to tellAnd when they find that Cumminsbring in the most revenue. Think like that recyclers who are still selling parts fordiesel engine for a few hundred dollarson all your advertising, from web to print. $20-$50, who insist that their customerless, will they come back to you? (ThereAnd if you insist that $500 to sponsor the"