The 1989 film “Field of Dreams” took the phrase, “If you build it, he will come,” and etched it forever into America’s collective consciousness. Although that may hold true in a fictional baseball movie, it is far from reality when it comes to growing a successful business.

But that seems to be the approach many businesses — fledgling startups and longtime institutions alike — take when trying to reach new customers.

Simply opening the doors isn’t enough any longer — and I am not sure if it ever was.

The key is making sure that consumers and potential customers think of your business or service when they need to make a purchase or decision.

If you don’t believe me, just ask any marketing company in the world how important top-of-mind awareness and brand recognition are to success.

That is why big-box retailers and national companies spend billions on market analysis and advertising campaigns. But not every business has those types of resources.

Here at Leader Publications we want to provide solid solutions for small to midsize businesses in southwest Michigan and northern Indiana.

We know your advertising dollars are more valuable than ever. That is the driving principle behind our VIP program, a comprehensive print and digital marketing plan for your business.

No other media can deliver your marketing message to more than 60,000 households each week through diverse packages that also reflect savings of more than 50 percent off normal rates.

This week our sales team has been reaching out to customers we think would benefit from this advertising approach. Leader Publications will be hosting marketing presentations all next week at five locations from Mishawaka to Niles to Dowagiac to St. Joseph.

The presentations only take 20 minutes and will offer valuable information about the Michiana market. Space is limited and once sold out, the program will not be offered again until next year.

If your business hasn’t been contacted but you think this is something you would like to learn more about, let me know.

Leader’s VIP program is the best way to get a lot of proverbial advertising “bang” for your hard-earned “bucks.” Let us help promote your business in a more engaging, far-reaching way than any other media in Michiana.

 

Michael Caldwell is the publisher of Leader Publications LLC. He can be reached at (269) 687-7700 or by email at mike.caldwell@leaderpub.com.