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Sunday June 6, 1999 Oakville Beaver Weekend 25 Business To reach this section call 845-3824 Fax:337-5567 F or more inform ation con tac t: Mr. Victor Lcsnicld, Director of Waste Management Services, Planning and Public Works Department, E x t 7689. www.regioii.halton.oaxa Mississauga: OPEN SUNDAY 2185 DundasSLW(2blcdsWofErin M * Plcwy) (905) 607-2247 Workshop & Showroom: 370 Denison S t E Markham (905)475-2488 The B a m OPEN SUNDAY M a r f a n Rd. & Steeles Ave. (416) 293-2279 W hitby: OPEN SUNDAY 111 Dunlop St W at Brock St. (905) 668-2770 Target tomorrow's customer By D ave A nderson SPECIAL TO THE BEAVER D on't w orry about the people who need your prod­ uct or service today. Worry about those people who need your product or service tomorrow. Tom orrow's cus­ tom er m ust be the primary target o f your advertising . The people who need your product today made up their minds about what they were going to buy and who they were going to buy it from yesterday. The people who will need your product or ser­ vice tom orrow are making up their minds about what they will buy and who they will buy it from today. M ost advertisers place ads hoping for immediacy. They want 100 people to show up right now. As so many o f us already know from experi­ ence, it isn 't gonna happen. (And if it d idn't happen, then it m ust be the fault o f the new spaper. O bviously, nobody reads it. If they did, they would be here. Forget it. The paper is ju s t the delivery system for your m essage.) An understanding o f 'the process' every human being goes through in m aking a buying decision tells us it doesn't work that way. All buying decisions are made irrationally and em otionally at a subconscious level. So is the decision as to who they will buy from. Those deci­ sions were influenced by the advertising inform ation they T h e ^ B u s i n e s s ^ D octoI \ collected in the past. It takes time for the decision-m aking process to occur. O nce the potential cus­ tom er realizes at a conscious level that they have made the decision to buy, the process forces them to go out and accum ulate logical rational inform ation to support (or deny) the decision they made subconsciously. Being crea­ tures o f habit, they go to the estab lishm ent w hich holds top of mind recognition for that supportive information. If you have been in their face enough tim es to make you the first place they think o f first when they need your product, they will come to you. Or to put it another way, yester­ d ay 's advertising created today's potential customer. Can they be switched from you to someone else? The answer is probably yes, but it is very, very difficult. (The way most businesses try to do it is through price point immediacy advertising, hop­ ing that these people will see their ad over morning cof­ fee.) The key benefit to adver­ tising comes from the con­ stant spaced repetition that influences the decision-m ak­ ing process at a subconscious level. By doing that, you are creating tom orrow 's cus­ tom ers. I f you work on tom orrow 's custom ers with today's advertising, eventual­ ly today 's custom ers will look after themselves. It is called building a business. Dave Anderson is available for sales meetings and annual confer­ ences, 705-526-7661. P h o to by P e te r J . T h o m p so n FRIENDLY HELP: The residents of Churchill Place and students from Brantwood Public School have formed a special bond during their visits to the retirement residence. In celebration of the International Year of the Older Person, resident Hugh Wood joined some of the stu­ dents in planting a tree. f * r o g r a m r e s p o n d s t o c h a n g i n g l i f e s t y l e s (C o n tin u e d fro m p a g e 18) result, she's fairly certain the program will be a go for the fall, and she's keeping her fin­ gers crossed that she can some­ how come up with funds for a much-needed fridge and dish­ washer. The M unn's program got started at the urging of Darlene Edmonds of the Halton Social Planning Council and Volunteer Centre. Edm onds' mandate is to work with Halton schools in establishing "Food for Thought" programs which are funded in part by grants from the Canadian Living Foundation. She works with schools in determining the type of pro­ gram that will work best for thembreakfast, lunch or snack and then assists in recruiting volunteers. Edmonds says the pro­ grams can't work without solid parent support and each school must fashion a program which works for its particular community. "There used to be a stigma attached to these programs," she acknowledges, "but now it's just a sign of the demands of our lifestyle. We believe that children who have better nutri­ tion available to them learn bet­ ter. That's the one thing that all of these different programs have in common. They're feed­ ing kids." Edmonds says today's busy, family lifestyles often mean there is no role model in the home to show kids what it means to eat a nutritious breakfast. "The role modelling is very important, she adds. "In fact, it's a large part of what the breakfast pro­ grams are intended to do." Public Meeting Halton Solid Waste Management Strategy Heritage Comer Entertainment Unit The Regional Municipality of Halton is inviting all interested individuals and parties to attend the final round of Public Meetings for a presentation o f the draft final report for Hal ton's Solid Waste Management Strategy. Representatives from the Region will be on hand to receive your comments and input. The purpose o f this public meeting will be to present Halton's Solid Waste Management Strategy draft final report for public comment. The report summarizes the study process and results. A pamphlet has also been developed that will be distributed to all residents in Halton Region. The pamphlet provides a general overview o f the preferred strategy and contains a brief survey for comment that is to be returned to the Region. The pamphlet is being distributed with your local flyers. The Public Meetings will be held at the following two locations: Date: Thursday June 17, 1999 Place: Regional Administration Building Cafeteria 1151 Bronte Road Oakville, Ontario Presentation at 7:00p.m. Date: Tuesday June 22,1999 Place: Milton Leisure Centre Gymnasium 1700 Main Street E. Milton, Ontario Presentation at 7:00p.m. A copy of the Solid Waste Management Strategy draft final report is available upon request. Please phone one o f the numbers below to have the report mailed to you, a copy can be found on our website, or you can obtain a copy at the Planning and Public Works Desk in the Regional Administration Building, 1151 Bronte Road Oakville, Ontario, L6M 3L1. Local Inqu iries F rpm : O akville/B ur ling ton/M il ton A ldershot 825-6030 639-4540 ext 6030 Georgetow n Streetsville A cton 878-8113 ext 6030 823-6720 ext 6030 853-0501 ext 6030 $895 Introductory Special! Pine 61" tall, 33' deep; from com er along back edges, 28" wide opening, w ith 2 adjustable shelves-in all W bodcraft standard stains - Regular price $1250 Larger Size 73" tall, 3 adjustable shelves-pine reptlar price $995 Available in prem ium &r custom finishes at slight extra charge. http://www.regioii.halton.oaxa