Fall 2003

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Low Carb Advertising

by Robert M. Felber, MAS, President, Traymore Marketing The latest trend in dieting seems to be the low carbohydrate diet. For those of you still "eating at will," this is the diet that has you eliminate such foods as pasta, breads and high sugar foods like fruit and some vegetables. I have tried and continue to explore this "magic" diet. I call it magic because I am eating like a king and losing weight. But, unlike your marketing plans, you cannot simply eliminate specific tactics (foods) while gorging yourself on one or two main food groups. Although diet often conjures up images of starvation, a balanced diet is one in which all aspects of your sustenance are addressed. Consider the company that decides to eliminate all of their trade publication advertising, tradeshows and direct mail efforts in the hopes of hitting on all cylinders with public relations. Unlike the low carb regime, your marketing, advertising and public relations efforts should be a well balanced diet. The reason for this is that each of your prospects and clients 'eat' at different tables. It would be simple if all prospects kept to the same diet and ate at the same restaurant. But, just like individuals, they will react to or prefer certain foods. Prospect 'A' may respond to an article written about your company while Prospect 'B' prefers to shop the trade publication advertisements. Keeping multiple irons in the fire will help insure you have a balanced, well positioned marketing diet (plan). You can still adjust your budget while in the supermarket aisle and get the most value for your dollar. You will leave the store armed with the tools you need to set the perfect table (sans Martha!). To speak with one of our nutritionists, call (330) 963-3664 or e-mail RobFelber@traymore.com.

Contact Rob Felber at (330) 963-3664 or RobFelber@traymore.com.

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