Can you tell me a bit about your business?
Pumpt Advertising was started in 2003 with my last paycheck. We initially started offering direct mail solutions, but over time the offering has extended further. Essentially now we offer a suite of integrated advertising solutions, mostly for retailers. We have 13 staff.
What is your advertising budget?
We have quite a definite target client - multi-store retailers and franchise groups - and then we have a selection of other clients who, while not our main market, also enjoy our service. In order to reach these people effectively we have to be fairly concise. We would spend about $3,000 per month on promotion on average, across a number of services.
Where do you spend that budget and why have you chosen those particular channels?
Our best results come from a direct approach, which is fairly standard in the business-to-business channel, so that's via our own salespeople, and via direct mail. We also use Google AdWords; vehicle signage, as we have seven cars on the road; and we occasionally put a flyer or advert out via an industry publication.
How do measure the effectiveness of your advertising?