Coffee News

Pearce Services

There is a free newsletter type product being displayed at coffee shops and restaurants called the "Coffee News". I guess it is kind of like the placemat ads you see at breakfast shops. I spoke with the owner of the local franchise, he gave me a price of $20/week for a 1 year commitment paid in advance. He tells me that this is a new concept in Mass, but it is huge in other parts of the country, such as Maine.

I am considering running an ad for kitchen and bath remodeling.

My questions

Has anyone ever seen this publication?
Has anyone ever advertised in this?
Do people even read this thing?
Has anyone found the placemat ads to be worthwile?

Mike Finley

The most important question I would want to have answered is what is the circulation. $80 a month for how much circulation? 80,000 or 800?

1 year paid in advance stinks to high heaven to me of a product that they can't stand behind. If you have a great product that works why 1 year? Why not 1 month? If it works I will be sleeping on your front door step to get my ad in it and then be glad to sign up for 1 year.

Is any of my thoughts valid? Maybe, maybe not... but it has been my personal experience that the longer the up front commitment the worst the advertisement pulls for you.

To ramble on, more a placemat advertisement sounds like a great suplimental advertising medium when you are trying to saturate a local area you work in, like a smaller town, good for branding and keeping your brand in front of people. But I like fishing where the fish are, people look in service directories in papers because they are in need of a service. Not quite the same with a place mat.

Pearce Services

The price is based on a 1 year commitment, I could opt for $35/week paid monthly for a 4 month commitment. The reason I thought about this over a placemat is because the coffee news is found at 20 area establishments, while the placemats are only found is a particular shop. This may just be a larger net that has many holes in the mesh.

I agree about the service directories.

I guess a better question is where do most guys like to advertise, But I'd bet thats been beat to death on previous posts. Maybe I'll do a search.

Tom R

We got it in my town, - - I've read it a few times, - - what the hell, it's free.

I looked at the ads, seemed interesting.

Although I haven't had the need to advertise in several years, - - I was actually thinking of advertising in this one, - - if for no other reason, just to tighten up my radius even more than it is. About 75% of my jobs are in a 10-mile radius, - - I wouldn't mind knockin' that down to 5. Gas, time, convenience and all those other 'money-translators'.

Never really went as far as makin' the call or anything, - - but for $20/week it don't seem bad shoutin' out to all the local yokels.

I might just do it yet.

__________________
http://www.tr-built.com

Tom R

On the other side, this is a point to consider, - - and another one is how long has this paper been around, - - and if it goes under, - - do you still owe the money?? Somehow I'm sure you do.

__________________
http://www.tr-built.com

Pearce Services

The paper is distributed locally by franchises. So I would think that you would not have a guy just close up shop, they should be vested into the business.

As for being a franchise, they can set their own prices, so if NJ franchise is more profitable, and less vacant, they may charge more.

I think for a few weeks I will carry a copy with me and ask anyone I know if they recognize and read the publication to get a better feel.

Honestly, If I were not thinking about advertising, I probably would not even have noticed the coffee news.

noreast05

Is this that brown 8 1/2 x 11 paper where you try and see if you can fins the coffee bean while you read all the info.

noreast05

I am originally from Mass. and now reside in Southern Maine. I think I have seen what you are talking about. Where I live now people actually look at the advertisements in the "local paper" when they need someone to do work. I don't miss your area. My marketing and yours will be completely different. Here the placemat concept could work but it will not, most of us get our work through word of mouth. So the popularity in the coffee news may "may" help the local resturants. But none of us use it. Here a friendly smile and quailty work goes along way. It's like Cheers "where everyone knows your name".

I'm not quite sure how willing someone will think about a free car wash ad versus there kitchen remodel over a cup of coffee first thing in the morning.

Then again even though we are only about 2 hrs apart the marketing is completely different.

kanadaeh

I am a new painting business(8 months) and when I first started I tried the newspaper for a short while.I Never got one call! Having read the coffee news quite often I noticed a spot for rent for $25 a week.I thought that was pretty cheap so I gave them a call.It ended up there were 4 zones in my area at $25/week per zone and a charge for them to design my ad.I was desperate being three weeks in business and the phones not ringing so I said what the heck,sign me up.About $400 per month and worth every penny so far.The first few calls were small $300-$1000 jobs but they lead to bigger jobs via word of mouth(one was a relative of a home builder).They gave me about 80% of my work and the owners of the franchise also work with a huge reno company that's been shooting some work my way.Myself and 2 others have been running 6 days a week with nothing but coffee news,signs on the trucks, and emergancy flyers for when I feel work is slowing down.

Pearce Services

Noreast, Why the move? I have considered a similar move to "simplify" my life, and leave the aggresive nature of Massachusetts behind.

My Mother owns a small place in York. I see plenty of work going on when I visit.......nice area.

Pearce Services

Don't want to ask too personal of a question..It is just a construction question.

noreast05

You've got it. I don't miss the commute. The parking. Etc. I'm Sure our rate may be a bit lower. But so isn't everything else. All my jobs are within 10 miles and it does not take me an hour to get to them. We don't have to lock up our equipment everytime we walk away from it for 30 seconds. I don't miss the fact you have to explain yourself everytime you find a new client.

Many of are clients are well educated with a summer house or retired to there summer house. Have not had good luck with people who have lived here their entire life. I think everyone growing up should go away from the state and experience what else is out there. After 10 years I am still considered a Ma$$hole to the locals. The original locals are miserable. Just my experience. Seldom do we take on many new clients. And if we do they are a friend of a friend of a friend. It's not perfect, but it is as you say alot more simplified.

Sure I miss Mass. Some day I would like to buy a condo. in Cambidge on the charles river over looking the Boston skyline. But only for a place to visit.

Mike Finley

If the local franchise closes up shop your money is gone, you won't be getting a refund from the main company. This happens everyday. Your contract will be with the franchisee not the franchise.

I'm not posting this to be read as pro or con towards this advertising resource you are thinking about, just as some basic information in regard to franchises and just so to keep the information accurate in regard to all this.

Also, I for some reason thought you were talking about a place mat type advertisement, but my questions would still be the same.

What is the circulation. 800 or 80,000?

Personally I would try to get a 1 month trial with them, but if not I would do the 4 month. I expirement with my marketing all the time, looking for a good return on investment. Keep in mind the seasonal nature of our business with your trial period. Return on marketing investment judged by phone calls from your ad can swing easily by 1000% between say Dec 15-Dec 31 and Aug 1 - Aug 15!

I was approached by a "Senior Living" type newspaper about running advertising in it. It was supposed to reach 60,000 seniors every month. Seemed logical to think it would be a great place for a handy man type advertisement right? Seniors always need work around the house or help with something. They wanted a 1 year commitment, but we worked out a 3 month trial, they were VERY reluctant to do anything less than a year. I found out why. The same advertisement I ran else where that generated 4-5 calls a month generated ZERO calls during that 3 months!