The Citizen, 1996-04-03, Page 13SNOW
Get up to $650 in FREE Polaris gear. or up
CHECK
to $400 in gear plus FREE financing until
1 9 9 7
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First...Reserve a new 1997 Polaris snowmobile
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SOME 1997 MODELS WILL HAVE
LIMITED AVAILABILITY OUTSIDE OF THIS SNOW
CHECK OFFER. This includes Rocky Mountain King
(RMK) and Special Edition (SE) packages.
Then...Take delivery of your liquid-cooled or
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Plus...Buyer protection guarantees if Polaris advertises a factory sponsored
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And...Receive a FREE per-
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Check customers also receive a FREE member-
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MIDDEGAAL
POOLS & SPORT
For a product brochure or the name of your nearest dealer, dl 1-800.Polaris.
Visit our web site http//www.polarisindustries.com
'Should a Snow Check snowmobile not be available from Polaris by the end of September, the customer shall have 10 days from the date of the unit's arrival
at the dealership to complete the purchase. The Snow Check program Is not available to principals or employees of Polaris Industries Lid, authorised Polaris
dealerships, racers, government fleet or rental units. Available only at pankipatIng dealers. Void where prohibited by law. Manufacturer's suggested retail prices
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unpaid balance Ls paid in full by first payment duo date. Polaris reserves the right to change models ana sperlficatiorn at any Erne without incurring obligations.
Offer valid to Canadian residents only.
-Free financing available until February 1997 on approved credit, at participating dealers only, through Warts Card.
CI Polaris Industries
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tillicracU.)
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ments until
February '97
plus POO in
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THE CITIZEN, WEDNESDAY, APRIL 3, 1996 PAGE 13.
Blyth Business Association annual meeting
Advertising should fit business, market
"I don't know what you are
doing, but you must be doing
something right,"
This was the first reaction of
guest speaker Suc Rawlinson Of
Teledirect, as she spoke to a good-
sized gathering of business people
at the Blyth Business Association's
annual meeting, March 25.
"In attending more than 30 meet-
ings throughout the year, the num-
ber of businesswomen usually
account for approximately 30 per-
cent. Whatever you are doing (in
Blyth), it is great," says Rawlinson,
referring to the large number of
women in attendance.
Rawlinson spoke on "Smart
Advertising" as, she says, it is a
concern for all businesses, regard-
less of the size. Businesspeople
must know how to make advertis-
ing choices and determine if they
arc getting a good return for their
money.
In dealing with an "objective
overview of advertising", Rawlin-
son said her presentation has a
"heavy yellow pages slant, though
what businesspeople need is a good
objective foundation to help plan
advertising."
A poll of those in attendance
showed 25 to 30 per cent advertise,
at present.
Asked "What is smart advertis-
Bob and Jane Grasby spent last
weekend at the home of Donna and
Gary Leitch of London.
Jim and Irene Lamont and Mike,
Donelda and family visited recently
at the home of Ralph and Amy
McCrea in Blyth. They celebrated
the occasion of Winnie Vincent's
93rd birthday.
Happy Birthday Winnie from
friends in Belgrave.
Jean Wightman spent a week at
her daughter's Rena Montgomery
in Guelph. Also visiting at the same
home were Shirley Nicol and Mr.
and Mrs. Ross Wightman.
Stanley Black is a patient at St.
Joseph's Hospital, London. Every-
one wishes Stanley a speedy
recovery.
Dr. and Mrs. Ray Nicholson,
hosted a surprise birthday party at
Mabel's Moms met at their
regular time on Wednesday, March
27. Those who attended were
Annette TeRaa, Mitchell and
Janclle; Andrea Stevenson,
Mathew, Tyler and Spencer; Kim
Higgins and Laura; Linda Hess and
Andrew; Lila Procter and Ben;
Sparks make
pictures
The Brownies and Sparks held
their meeting on Thursday, March
28 at the East Wawanosh Public
School.
The Brownies learned about all
the different places in Canada by
way of a map. They enjoyed
making a trillium pin out of felt for
their camp hat.
The Sparks made pictures out of
popcorn. Sandra. Dorsch made
caramel corn which all the
Brownies and Sparks enjoyed.
Nicole Meier brought her
collection of pennies to show the
girls. This was for her collector's
badge.
ing?", one respondent said, "Any-
thing that will get people through
the door."
"Smart advertising should have a
solution attached to it, should he
measurable, should be active in cre-
ating a purchasing decision, should
have results in the form of cus-
tomers or profits and should be tar-
geted to the business's needs," says
Rawlinson.
"No matter the size of the busi-
ness, everyone wants to know how
to attract customers and influence-
them to buy from you and how to
evaluate advertising results." •
In summarizing the aim of adver-
tising, Rawlinson said the role is to
maintain customer loyalty, attract
new customers, replace customers
loit due to relocation or death and
reach all people in target areas.
"Advertising is meant to even out
downturn cycles."
Businesspeople need to know
what they hope to achieve through
advertising and what type of cus-
tomers the business wants to
attract. "Emphasis the type of busi-
ness you like to do."
Businesspeople should also be
aware of what concerns their cus-
tomers. How will my service bene-
fit them?, asks Rawlinson. "If you
can put yourself in your customers'
their cottage at Talisman. It was the
occasion of Alice Nicholson's
birthday.
Also spending the weekend were
Garner Nicholson, Ron and Mrs.
Nicholson, Barrie; Mr. and Mrs.
Glyn Wide and Trevor of Hamil-
ton; Mr. and Mrs. Rob Nicholson,
Listowel; Victoria and Alexandra
Nicholson, Elmira.
Unable to be present were
granddaughters Jennifer Wide,
Hamilton and Sherri Nicholson of
Barrie. Sherri is a teacher in Japan.
The Belgrave Arena Board
hosted a well attended Soup and
Sandwich luncheon on Saturday,
March 30 at the Community
Centre. A special thanks to all
those who helped out in any way
and also to the public for their
support.
Connie Shiell, Christopher and
Andrea; Rev. Mary Jane Hobden
and Stephen. Their topic was
"Scolding Children". They will
meet again Wednesday, Apr. 3.
WMS hears of
crucifixon
Continued from page 12
Glad Tidings was used, with all
members taking part. Jesus Keep
Me Near The Cross was read. Mrs.
Sicrtsema read from Acts.
Hazel Dalrymple read a story,
from a book by Peter Marshal, on
the crucifixion and the rising from
the grave entitled "The Grave in the
Garden".
Roll call was answered by a
Bible verse with the word raise or
rise in it. Thirty-five sick and shut-
in visits were recorded. Margaret
gave the secretary's report and Ivy
Cloakey gave the treasurer's report.
An invitation was read to the
spring rally on May 7 in Ripley.
The next meeting will be May 6.
Mrs. Siertscma gave a
benediction and the hostess served
lunch. A social time was enjoyed.
shoes, you can better understand
what it will take for them to do
business with you."
-Types of advertising
When choosing advertising, one
must consider word of mouth and
the reputation of the business. It is
an opportunity to influence the cus-
tomers.
Though there arc many types of
advertising available, television
may he too expensive for many
businesspeople, says Rawlinson,
but newspapers can be considered.
Some advantages of newspaper
advertising, as suggested by those
gathered, were cost effectiveness
with regards to distribution, easily.
accessible and reaches local market
or attracts customers from other
communities by using their papers.
It is also very flexible in timing and
sizing as well as availability of cre-
ativity, she says.
A weaxness in newspaper adver-
tising may be too broad a reach, as
with The Globe and Mail, which
goes across the country. The busi-
ness still has to pay for the large
circulation, says Rawlinson.
With flyer advertising, there is
the opportunity to include more
items, can customize to business,
Samples can be included, there is
minimal waste in cost and very
good response measurement, as
with pizza coupons. Weaknesses
include receivers not looking at
flyer, costs can be high and some
customers dislike that type of
advertising coming to their door.
Yellow pages arc frequently
used, yet the most taken-for-grant-
ed form of advertising (by busi-
nesspeople), says Rawlinson. "It is
reliable, has a year's coverage and
listed under several categories.
However, the ad is in for a year and
if product line changes, it. cannot be
altered and the wide exposure may
be a waste."
Radio makes it easy to target spe-
cific groups and has short lead
time, however the message may be
passive, listeners arc often doing
something else while the radio is
on, she says.
Any type of advertising should
have five basic requirements, says
Rawlinson. It should have high cir-
culation, be used, available, eco-
nomical and produce action.
Choosing the medium
Customers decide who they want
to ao =mess with by experience
in the past, price, location, reputa-
tion, reliability and product avail-
ability.
Four questions need to be asked
when deciding how to advertise,
she says. "Will the message be
noticed, will it reach target audi-
ence, will it have some type of last-
ing power and, most importantly,
will I get more out of it than I put
into it?"
Advertising should tell a story
about your business, give the cus-
tomers all the information.
When designing an ad, there are
four features to consider: attract
attention, create interest, convince
-why they should take a take a clos-
er look and prompt them to buy
from the business.
Studies have shown that adding
one colour to an ad makes it 70 per
cent more effective while multi-
coloured ads are much more effec-
tive, says Rawlinson.
There needs to be an advertising
strategy when a business is opened
as advertising needs change
through different phases.
How do I know what results I'm
getting, asks Rawlinson? Just ask-
ing customers or using code num-
bers or phrases can help. Discounts
can motivate people. Cash registers
can show an increase duri ig adver-
tising period.
"Advertising is an investment
which should make you money,"
says Rawlinson. "It is important to
try things and allow time to analyze
results."
Discussion groups like this, will
also allow businesspeople to dis-
cuss the do's and don't's of busi-
ness, she says
In other business, the Blyth Busi-
ness Association elected a new
executive. Carol Irwin will remain
as president, Don Scrimgeour is the
vice-president, Bev Elliott will act
as secretary, Donna Longman will
be treasurer while directors are:
Keith Roulston, education; Ruth
Uyl, membership and Nancy
Hakkers, promotion.
A. Nicholson celebrates
18 attend Mabel's Moms