MARKETING, ADVERTISING TOPICS AT SEMINAR

When Lisa Dixon talks, people listen and respond.

Dixon, whose topic: "Small Budget Marketing for Big Budget Impact," drew a crowd of about 125 during the two-hour session at Drury Lodge Thursday.

Her presentation had practical ideas for marketing and advertising.

Dixon, who has received numerous awards for her work in print, radio, TV and direct mail, told the group print ads are the prime marketing media of small business.

She said successful businesses have a common element.

"They market themselves," she said. "It's a necessary part of doing business."

Dixon, who owns AdWorks, a Dallas, Texas, company, addressed a number of topics.

The Southeast Missourian and area chambers of commerce -- Cape Girardeau, Jackson, Marble Hill, Chaffee, Scott City -- sponsored the seminar. Dixon urged businesses to keep up with trends.

"It's a changing world," she said. "Business officials have to keep their eyes and ears open."

Today's customers look for a lot of things -- convenience, knowledgeable staff, special service and guarantees.

Stay aware of trends in marketing and your industry, you capitalize on things to keep you ahead of your competition," she said .

The newspaper is a valuable business partner and resource in the community, she added.

Surveys can provide information concerning consumer attitudes and preferences in shopping districts for retailers. One aid is an "Analysis of Consumers' Attitudes and Preference of Shopping Districts in Cape Girardeau," by Southeast Missouri State University. Another aid is a Cape Girardeau Business and Consumer Survey conducted by the University of Illinois.

Both were prepared last year for the Downtown Revitalization Committee of the Cape Girardeau Community Pride Coalition and the "Main Street" Steering Committee.

Also available is information from statewide and regional governmental resources the Economic Development office, regional Zoning and Housing Authority, Small Business Administration or Small Business Development Center.

"Build an inventory of ads and offers that have worked for you," she said. "Also build an inventory of your competition's ads, and adapt them to your product or services."

She said running small space ads on a consistent basis can be better than running large space ads infrequently. "Repetition is a key in an ad campaign," she said.

Businesses should make ads easily recognized, with art or graphics.

"Keep a balance," she said. "Your business is important, but so is your personal life. Keep a balanced, healthy perspective. Take time out to enjoy yourself. Your mind will be clearer and you'll be more relaxed and up' for new challenges."