The Technology of Advertising

East of the Monongahela, West of the Yukon

That’s not a song title…it’s just the way one of our clients had to re-define their sales territory. And it all started with a trade journal ad that overshot its target by a full continent, give or take a time zone.

A marketer of fire protection systems, this client considered their “geography” limited to the Atlantic Coast states from Maine to Virginia. That was until one of their trade ads prompted a call from a prospect in Alaska, of all places.

Our client suddenly found themselves in a fur -out state. And naturally, they scrambled to gain an understanding of things Alaskan – like what does an Eskimo do with a sprinkler system? How would an igloo catch fire, anyway? How long is an all-day sales call? Deep stuff like that.

The client was excited, especially when the first order was signed and sealed. “Alaska,” they blubbered, “could be a husky account…this is a whale-oiled customer that bears watching…not to make too mush of this, but with any kind of muckluck we could be in for easy sledding. Or, we could be skating on thin ice, so let’s keep our Bering Straight.” “Tusk, tusk”, we said, “your humor sleighs us.”

Whatever size market they end up with here, the client now appreciates Flanagan Advertising’s unique ability to turn the toughest tundra into fertile turf. The right kind of creative prospecting can break the ice into a great anchorage for your next nice niche market.

Let us help you explore new marketing horizons. With an effective business-to-business advertising program, you too can plant your name from pole to pole – and where sales raps fear to treat, at least without snowshoes.