Seward, NE 68434
About Seward County Independent Newspaper
Operating since: 1896
Since 1896, the Seward County Independent has been your local source for what's happening in Seward County, Nebraska. We cover the communities of Seward, Milford, Utica, Staplehurst, Garland, Bee, Goehner, Tamora, Cordova, Beaver Crossing, Pleasant Dale, and Malcolm.
The Independent is also your local advertising and commercial printing source. Click on the next tabs for more information about the commerical printing services we provide.
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by Tina Berres Filipski
(NAPSI)—If you’ve ever worn a logoed shirt, drunk out of a branded mug or used a logoed pen, you’ve seen, smelled, heard, tasted and touched one of the most popular, longest-lasting and most cost-effective forms of multi-sensory branding and marketing available—and one of the fastest-growing, promotional products.
One reason key buyers of promotional products, such as ad agencies and corporate advertisers, rate this medium so highly is that promotional products are found to be extremely effective in helping to drive a high rate of return on the dollar as part of a core advertising planning and buying strategy.
In a 2014 benchmark study by Promotional Products Association International (PPAI), 96 percent of respondents who were buyers at ad agencies and large corporations said they had purchased promotional products in the past 12 months and 75 percent had done so three or more times during that period. Nearly three-quarters considered promotional products effective or highly effective and the same percentage said inclusion of promotional products in an advertising/branding campaign contributed to the campaign’s ultimate success. Looking ahead, 88 percent said they would recommend promotional products as an integral part of future campaigns.
The key to the effectiveness of advertising lies in a medium’s ability to be remembered. Unlike a TV commercial that zips by as you go to the fridge for a snack, an advertiser’s message and logo stay ever present on promotional apparel, drinkware, writing instruments, calendars and hundreds of thousands of other useful items that people use every day.
Not only are promotional products advertising for which the recipient often thanks the giver, but consumers remember the product and the company associated with it. In a PPAI intercept study of travelers at New York’s LaGuardia Airport, seven in 10 respondents said they had received a promotional product within the past 12 months and one in four had a promotional product in his or her pocket or purse. Perhaps even more remarkable was that 88 percent of travelers could recall the advertising logo on at least one product. Research also shows that certain categories of promotional products lend themselves to more memorable recall. The product at the top of the charts in terms of consumer recall is apparel (shirts, caps, outerwear), followed closely by writing instruments and then drinkware, sporting goods, personal products and bags.
The key to this high recall can be culled down to several factors-at the top is usefulness. Among the most useful product categories, according to the LaGuardia consumer study, are tech products, health and safety products, and writing instruments. The other factor that’s critical to improving high recall is frequency of use. Nearly a quarter of consumers who participated in the study said they use promotional products at least once a day to several times a day.
Whether you’re advertising with logoed promotional products, the newspaper or other media, there are a few things you should know about just what advertising can do for your business.
According to the experts at the U.S. Small Business Administration, advertising can:
• Establish and maintain your distinct identity
• Enhance your reputation
• Encourage existing customers to buy more of your product or service
• Attract new customers and replace lost ones
• Slowly build sales to boost your bottom line
• Promote your business to customers, investors and others.
The first step in creating an effective advertising campaign is to establish the theme that identifies your product or service in all your advertising. The theme of your advertising reflects your special identity or personality and the particular benefits of your product or service.
If advertisers can get their brands into their prospective customers’ hands and get them to remember the message, chances are good this can successfully influence and affect behavior toward a desired action. Promotional products are a proven medium that consumers can see, smell, hear, taste, touch and remember, and ad agencies and advertisers believe in. The truth is in the numbers.
For further facts and stats, visit www.promotionalproductswork.org.
• Ms. Filipski is editor of PPB magazine.
On the Net:North American Precis Syndicate, Inc.(NAPSI)
(Family Features) Whether you’re just starting a small business or looking to expand an existing operation, marketing your business can seem daunting. The key to marketing success is to establish your presence, drive leads to your business and expand your audience.
Even for businesses that serve a primarily local clientele, it’s important to remember that today’s customers are more connected than ever before. Technology enables them to rely on mobile devices, web searches and other online tools to research businesses and make purchasing decisions.
To ensure your business is effectively operating in today’s connected local economy, YP, a leading local marketing solutions provider, offers the following advice based on experience running thousands of marketing campaigns:
Mobile matters. Almost everyone today owns a smartphone. Yet you would be surprised by the number of businesses that have not optimized their websites for mobile devices. Not only do mobile responsive sites load faster and provide a better experience, they also help with your ranking in search engine results (also known as search engine optimization or SEO).
Keep your online presence current. Think of your online presence as a business card you hand out to prospective customers, and take the time to ensure your digital and mobile presence is current and cohesive across all online media. Have you recently changed any contact information, such as phone number, email or address? Supervising this online business card takes time and effort, but the payoff comes with customers who can easily find you and your products or services. Consider setting a calendar reminder to review all online channels for relevance and accuracy on a regular basis.
Create valuable content. Can’t think of what to say? Customers are often drawn to tip-based content related to your industry or product, such as best practices or top 5 tips. If you aren’t the strongest writer, find someone on your team who is, or seek professional help outside of your organization. Rich content, especially photos and videos, can also help engage consumers.
Keep content fresh. Once you develop content, you need to keep it fresh. As a rule of thumb, you should update images on a quarterly basis. For blogs, update the content weekly, and host the blog on your business’ primary website to keep your audience from clicking away from your site. Post blog headlines and timely information or calls to action above the fold (where they can be seen without scrolling) so customers can access them easily.
Reputation and reviews matter. Establishing a loyal customer base means monitoring your online ratings and reviews on a regular basis. A business owner who reaches out to customers for all feedback they provide — whether positive or negative — creates a powerful statement. Addressing or correcting any errors shows accountability for your business and can build loyalty.
Drive traffic. Bidding on keywords is the foundation of a search engine marketing (SEM) campaign, which allows you to promote your business within online searches. As you begin, opt for smaller, more targeted keywords such as your company name. Stay away from generic terms that describe your business, such as “bakery” or “cafe,” as this will bring competition from other businesses of the same general type and more expensive click costs. Instead, try the category plus geography keywords, such as “cafe St. Louis” or “bakery Denver,” to drive local traffic to your site.
Mind your spelling. Another tip for your SEM campaign — when people search for your business, count on a few misspellings and typos and put those mistakes to work. Bid on misspelled words about your business to drive that traffic to your site. This strategy can also keep click costs lower by adding relevant words with less competition to your SEM campaign.
Small businesses often work within a limited budget. But don’t let pinched funds get in the way of smart spending. Products that boost your digital presence and performance, such as those offered by YP, can help your business get found by consumers and grow your customer base.
A tool for your trade
Small- and medium-sized businesses looking to create custom campaigns based on their specific goals and budget now have a new solution designed to drive ROI.
A managed, cost-effective solution, ypSearchSM, gives small business owners an easy way to have their search ads delivered on YP — with an audience of more than 70 million monthly visitors across its web and mobile properties — in addition to major search engines, including Google, Bing and Yahoo.
Powered by a team of experts and an industry-leading, automated optimization engine, ypSearch is designed to deliver quality leads. Business owners gain access to a dedicated team of consultants who provide hands-on support throughout a campaign, including tracking and monitoring performance. On the backend, a proprietary optimization engine unleashes the power of ypSearch. In addition to automating many of the complex and laborious tasks required to build and manage a campaign across multiple search sites at once, the engine takes in performance data across those search sites such as clicks, calls, form fills, emails and spend to manage budgets on a daily basis. ypSearch serves as a marketing solution owners can use to maximize their dollars and help grow their business.
For more information, visit www.marketingsolutions.yp.com.
Photos courtesy of Getty Images