Testimonials

"The CIAO!™ Network gives me great repeat exposure and a competitive edge. My ad appears as a large moving video that attracts lots of customers – much more effective than one-time print ads. Looking forward to my next campaign!"

Al Shamas
Salon Dolce Vita

“I’ve had greater response from three months on the CIAO!™ Network than numerous ads in the newspaper! The CIAO!™ Network provides my business with constant impressions to area residents, so when they do need a massage therapist, it’s me they’ll call!”

Bill Eddy
Injury Management Centre

Tip #2 - Make It Matter

Once you have a customer’s attention (see “Stop Them in Their Tracks” ), the next thing you need to do is make it matter. Why should precious time be spent reading the rest of your ad? Speak specifically to your audience, make them feel special, and let them know what they will get by paying attention to your ad. The CIAO!™ Network is located in a very unique environment – the very home of your customer. To make your ad matter, you can get up close and personal. For example, “Exclusive to the residents of ABC building, enjoy free dessert this Friday at Sally’s Café.”

Be A Know-It-All!

You are your own advertising, and knowledge of your field and/or products is what will really attract customers, and will keep them coming back for more. Look for opportunities to inform the community about what you have to offer, and seek feedback of current customers to learn even more.

Don’t forget…

Give 'em the goods. Be able to inform your customers about your trade. What seems to be common knowledge to you, is probably interesting conversation that will lead to an informed purchase.
You love your job! You’re in business because you love what you do and what you have to offer. Rare is the entrepreneur who is not passionate, so by all means, share the vibe.
Trend set. Customers don’t always have time to keep up with the changing times. Establish yourself as the go-to resource to help customers stay in tune with “the latest”.
Know who you are. In one sentence, sum up exactly why a customer should shop for your product or service. That includes what you offer, and your differentiator… what makes your store the one to frequent? Bonus points if you can do it without using the word “best”!

Retailers of all Sizes Must Advertise!

According to the Retail Council of Canada, all retailers need to advertise, even if they dominate their market. If you’re doing something right already, then successful advertising will secure your future by ensuring that new and regular customers get that message.

Have you ever noticed that you can hear of or see a new product or service that you’ve never heard of before, and then all of a sudden that’s all you’re ever hearing about?
That’s the power of advertising. Yet the advertising industry maintains that to get noticed, a consumer generally needs to see a message at least 5 times to even notice, 7 times to consider purchasing.

Robert Price from Retailer’s Guide states: “Think small. Running small ads or ad campaigns over a long period of time is more effective than splashy, one-shot efforts.” That way, when a consumer is in need of your product or service, it’ll be your company that comes to mind, based on repetitive exposure.

Tip #1 - Stop 'em in their tracks!

It's all about the customer. You need to grab their attention, and let's be honest; most people pay more attention when you're talking about them, or their interests, rather than your own. When you look at a group photo, the first person you always look for is... you guessed it - yourself. So your headline, as your attention grabber, should speak about your potential clients, their needs, and their desires. For instance, if you own a shoe shop, what matters more to a customer? Your fabulous shoes, or their feet? Draw attention to the customer's needs and your ability to take care of those needs. For example, "Get comfortable shoes at Joe's Shoe Shop", is much more effective as "Sore feet? Joe's Shoe Shop." Get creative. Think about your customers. And stop 'em in their tracks.