East Coast Lumber Scores With Bobby Orr
 Aligning a local brand with a sports legend can be an effective way to boost your image. East Coast Lumber did just that with a contest where the winner gets a backyard barbecue with hockey legend Bobby Orr.
The Summer of 2007 saw the launch of Latitudes Composite Decking at East Coast Lumber. In partnership with their distributor, East Coast Lumber launched a campaign to promote the new line through targeted TV and radio ads and a contest with the chance to win a backyard barbecue with Bobby Orr.
The results? East Coast Lumber was able to acquire new leads through the contest registration and Latitudes Decking quickly became one of their top selling decking products.
They Shoot... They Score!
Manny Being Manny On Chronicle
 Burke Advertising's founder Jim Burke will be appearing on Channel 5's Chronicle this Friday showcasing MannyBeingManny.com.
Tune in to Chronicle on WCVB channel 5 on Friday at 7:30 to see the return of Manny Being Manny.
The popular Boston-based Chronicle will show how one small agency is doing its part for Red Sox Nation. Watch and see how the Burke Advertising staff is getting into the action with our web site mannybeingmanny.com.
If you do not know our Manny story already:
During the 2005 baseball season a catchphrase, "Manny Being Manny" was heard to describe slugger Manny Ramirez. On the heels of this affair, Burke Advertising decided to have a little fun and snapped up the domain mannybeingmanny.com. We constructed a fan page complete with blog and T-shirt store. Scores of fans began logging on to the blog and Sports Illustrated featured three members of our staff with our Manny T-shirts.
 Staff Profile - Erin Hammond
Congratulations to our production manager, Erin Hammond for completing her first triathlon! Erin competed in the Timberman Triathlon Festival's Sprint Course at beautiful Lake Winnipesaukee on August 18, 2007. The Sprint Course consisted of a 1/3-mile swim in Lake Winnipesaukee, a 15-mile bike along the hilly roads of Gilford, and a scenic 3-mile run along the shore.
Erin is a graduate of Saint Anselm College and joined Burke Advertising in 2006.
Easy Email Marketing & Surveys
Ready to open the lines of communication? Speak and listen with Email Marketing and Survey by Constant Contact, and begin an ongoing dialogue with your customers, members, or clients. Email Marketing and Survey helps you build strong, lasting relationships.
With Email Marketing you can stay connected and get your message out. Survey lets customers communicate back to you-with new ideas and feedback to better understand and meet their needs. You'll gain a broader, more representative view of what customers or members really think about your products, services and communications.
Survey gives you new insight that helps you gain the focus you need to meet customer needs... and deliver what they want. And with Email Marketing, you can close the communication loop. Your audience will know you listened to them when they receive your targeted, follow-up email communications.
Burke Advertising is a Constant Contact business partner, and ready to help you launch your next emarketing campaign.
Contact Burke Advertising today and ask about email marketing for your company.
Senator McCain Announces Jim Burke to Chair Business Leaders Committee
 MANCHESTER, NH - U.S. Senator John McCain's presidential campaign announced today that Jim Burke will serve as Chair of the New Hampshire Business Leaders for McCain Committee. Burke, a New Hampshire businessman and principal of Burke Advertising of Bedford, NH, will organize business leaders and small business owners on behalf of Senator McCain's candidacy.
"I share Senator McCain's fiscally conservative values and I am proud to be a part of his team," said Jim Burke, Chair of the New Hampshire Business Leaders for McCain. "Senator McCain will be a President who will take steps to foster growth, spur technological innovation, and create high-paying jobs for Americans and Granite Staters. John McCain believes in the American people and the entrepreneurial spirit that drives our economy.
He will be a common sense steward of the economy who will keep America on a path of economic growth and prosperity. Senator McCain is a man of true principle and conviction who will get results and I am looking forward to helping elect him the next President of the United States."
"I am proud to have the support of New Hampshire business leaders like Jim Burke to my campaign where he will play an integral role in our grassroots organization in the Granite State," said Senator McCain.
Click Here to See The McCain Video
New Client Corner - 'Fabricator' of The Year Selects Burke
 When you've been chosen as the National Fabricator of the Year by the industry-leading Stone World Magazine, how do you get the word out? Ripano Stoneworks of Nashua turned to Burke Advertising. Ripano has been fabricating and installing granite countertops for over twenty years and decided to seek out assistance in defining their position in a very competitive market. We're honored they chose us.
Since this summer, we've been working with the Ripano team to highlight their unique marketing position and communicate that to the marketplace. In August, we launched a redesigned website and in September, a new radio campaign, highlighted by the voice of nationally syndicated radio personality Delilah! Click here to listen.
Burke Wins Web Award
Burke Advertising won the "Best Outer Limits Real Estate Site" category at the New Hampshire Internet Awards. The Johnsonia Properties website took top honors.
Hosted by the NH Business Review, The New Hampshire Internet Awards recognizes outstanding websites for their content and creativity.
The evening's host stated, "Just after a few moments on its website, judges wanted to visit the Johnsonia - as their excellent use of video, and just enough copy, provide website visitors with a solid understanding of the property and all of its features."
The Johnsonia is a Victorian residence located in Fitchburg, Massachusetts, and is renowned for its history and elegance. |
|
Reach Millions with Catalog Marketing
InBrella Systems continues to grow thanks to the addition of yet another catalog.
InBrella can now be found in one of the nation's largest facilities catalogs, Lab Safety and Supply.
Guardian Industrial has been working with Burke Advertising for over ten years with a constant strategy for growth in catalog marketing. A combination of direct mail testing and trade show representation has created a market demand by end users as well as catalog re-sellers.
The hopes that someday the device will be as common as a plunger in every maintenance closet could be possible now that millions can see its benefits each month. The patented InBrella System quickly and efficiently replaces a leaking acoustical ceiling panel and allows you to easily re-direct a leak 25 feet away.
|
|
Thanking and Educating Customers at Events
 Tulley BMW Night
Tulley BMW in Nashua recently hosted over 100 guests for the unveiling of the latest models from BMW. The presentation included the brand new seven-passenger X5 as well as the 3 series coupe. The audience was treated to New Hampshire's first peek at BMW's 2007 offerings while enjoying live music and hors d’oeuvres from the Stonehedge Inn of Tyngsboro.
This event allowed Tulley BMW to thank friends and customers for their continued loyalty as well as educate them on the latest models from BMW.
While at Tulley, attendees toured the service bays and service write-up areas, and learned special features about their BMWs from technicians.
Tulley first opened its doors on Main Street in Nashua in 1957. They are currently undergoing an expansion of their Daniel Webster Highway showrooms. Visit tulley.com for more information about the latest from BMW, Volkswagen, Mazda, Buick, Pontiac and GMC.
 Benefits Long After a Contests Ends
Powell Stone's $30,000 Backyard Giveaway
In the summer of 2006, the Chase Family of Lunenburg, Massachusetts was named the winner of the Powell Stone $30,000 Extreme Yard Makeover contest. During this promotion, thousands of local homeowners visited Powell’s two locations and website to win the landscape remodel, with all products used provided by the landscape supplier. A separate drawing was held to choose the landscaping service that would carry out the project at the Chase residence.
In a recent press release the, Powell’s staff congratulated the Chase Family and thanked all who entered the contest. They also recognize the participation of Babin Landscaping of Pepperell, who was chosen to complete the project. Belgard Architectural Products was also noted for their participation in this exciting and valuable giveaway.
The additional floor traffic, web traffic, public relations and one very happy family made this a winning promotion that will benefit all for many years to come.
Tommy Lee Schools Burke Advertising
| Tommy Lee, from the hit show “Tommy Lee Goes to College” and his band Motley Crue performed to a near sell out crowd at the Verizon Wireless Arena. Burke Advertising’s client World Wide Entertainment presented the band. The show was a success thanks to strategic media placement and promotional partners. Pictured is Jim Burke with Tommy Lee and members of Motley Crue along with Dan Hartwell and members of the World Wide Entertainment Staff. |
|
Staff Profile: Chris Cooper
Chris Cooper is an Account Planner at Burke Advertising. In this role, Mr. Cooper has the overall responsibility for the direction of several accounts including AIG Environmental, a division of the American International Group in New York City; Garlic Guard, an all-natural pest repellent manufactured in Brentwood, NH; and DataRisk LLC, a Portsmouth, NH based risk management consulting firm. Additionally, he facilitates the development of new accounts and lends his creative expertise to campaign planning for all clients.
|
|
"We are proud to have someone with Chris’ depth, experience and creativity as a part of our staff," said agency founder Jim Burke.
A former naval lieutenant, Chris brings a wealth of communications and account management experience to Burke. He holds an M.B.A from the University of New Hampshire with a concentration in marketing and received first place in the high-growth category of the prestigious Holloway Business Plan Competition.
|
Client Profiles
DataRisk, LLC
 DataRisk is a recognized market leader in providing independent and trusted risk management consulting advice to a select business clientele. Through a unique, consultative, and focused approach to finding solutions to risk transfer or funding, DataRisk develops and negotiates cutting edge, cost-effective risk management solutions.
Additionally, they provide Specialized Brokerage Services for hard to place risk and offer Personal Lines Services designed to enhance protection and minimize threats to the personal wealth of high net-worth individuals.
Burke Advertising recently completed the redesign of the company's website and has been hired to develop direct mail campaigns and sales materials.
Utilizing a Domain for a Brand
 Kitchenmailings.com is a cost-effective direct mail program by which dealers pay a single fee that covers every aspect of the mailing, from design to postage. The key is in simplifying the process for busy showroom managers. Clients need only choose which manufacturers they’d like represented in the card’s design, quantity to mail, and home value of their targeted audience, and kitchenmailings.com does the rest.
This latest service is just another way Burke Advertising is standing by their commitment to providing uncomplicated, cost-effective, results-oriented advertising options for businesses across the country.
Case Study: Not Your Everyday Sale
 Cold Springs RV and Burke Advertising recently created an event that started as a sale and ended up as a “Banana Blowout.” Long story short, Cold Springs RV’s Banana Days ‘05 combined outside sources, strategic partnerships, and giveaways to create a traffic driving affair. The initial idea to give away banana splits became an all-out party.
Cool Dogs Ice Cream provided the treats in exchange for media placement and mentions on all TV, radio, and direct mail pieces, while a dunk tank and Gretchen Wilson ticket giveaway added to the fun. Toss in a $50 banana costume and Cold Springs had itself an event. But the most important part?
We had the busiest weekend of the year,” Sales Manager Scott Silva said. People were coming in the door in the largest number we have seen for an August promotion.”
How to Target Consumers and Resellers
 Burke Advertising has designed a website and media package to sell direct to consumers and develop two step distribution. The beauty of the web is that it allows you to sell your product direct while still searching for distributors and retailers. Garlic Guard is an effective, all natural pest repellent designed as a family and pet-safe alternative to chemical pesticides.
It safely repels pests from fruits, vegetables, flowers, and grasses by being absorbed into the plant, protecting it from the root to the flower. It is available in both a pre-mixed spray and a concentrate solution and can be purchased at www.garlicguard.com.
Burke Staff In Pages of Sports Illustrated
The 2005 baseball season is in full swing, and as always Red Sox fans have been treated to plenty of excitement. This year, we have a new catchphrase, reminiscent of that fateful day we almost lost one of Red Sox nation’s most beloved big shots: Manny Ramirez.
On the heels of this affair, Burke Advertising decided to have a little fun and utilize a guerilla marketing tool we often recommend for our clients: we snapped up the domain mannybeingmanny.com, constructed a fan page complete with blog and T-shirt store, and waited. Not a day later we had scores of fans logging on to comment on the blog and express their love for Manny, and orders for t-shirts began to pour in.
Our little fan page caught the attention of Sports Illustrated, who asked to feature the homepage photo in an upcoming story on the much loved Red Sox player.
 |
Burke Advertising Intern Steph Jensen, Production Manager Jen Hughes, and Multimedia Designer Jessica Nesbitt model Manny t-shirts on our fan page. Sports Illustrated ran this picture to accompany their feature that ran in the August 22nd issue of the magazine. |
Media Planning: Smart Allocation Strategies to Fit Your Budget
 |
Lesson number one in Advertising 101 isn’t eye-catching graphics or being the proud owner of a massive advertising budget. It’s making sure you talk to as many of your target consumers as possible over as many weeks as possible - the right combination of “reach,” the cost-effective principle of getting your message into as many eyes and ears as possible, and “continuity,” reaching those consumers for as long as cost-effectiveness allows.
|
Why? Purchases are made by consumers on a continual basis, but we usually don’t know if our specific targets are ready to purchase at the time they hear our message. Research has shown that each rating point (percentage of a given population group consuming a medium at a particular moment; number of points determines advertising rates) added produces less response than the one before it. So, for a media mix to be effective, each element in the mix must have enough repetition to establish retention in the mind of the prospect, and to ensure they will hear the message when they are ready to purchase. Too often, however, the result of a media mix is too much reach and not enough continuity. Will you reach 100 percent of the people and persuade them 10 percent of the way? Or will you reach 10 percent of the people and persuade them 100 percent of the way? The cost is the same.
Getting the Most from Search Engines
Search engines remain one of the most cost-effective methods of driving new customers to your website. They are by far the most popular tool used by customers to find your products and services. There are two forms of Search Engine Marketing: Organic Search and Paid Search.
 |
Organic search is when your website comes up in the rankings of search engine results. Its the most common form of search marketing. Through a complex formula that weighs several factors such as the content on your site, meta-tags or descriptive keywords in the code of your site, plus how your site is linked to other sites across the internet, search engines then produce the ranking you see.
|
Paid Search or Pay-Per-Click programs are purchased advertisements directly on the popular search engines (and content affiliates). They require no modification of your own website. At Burke, we work with you to design your advertisement, select the key search terms (keywords that you think your prospects are searching for) and then you pay only for the clicks you receive. You can target an unlimited number of different keywords, advertise on multiple search engines as well as dozens of content sites, and you can even target specific geographic areas. You can control how much you spend on your advertising and better measure the effectiveness of your advertising.
The key to an effective search engine marketing program is the use of both paid and organic search to optimize your placement.
|
More Buzz!
Burke Advertising, LLC 603.627.5381 info@burkeadvertising.com
|
