Hardwood Floors February/March 2025

Seth Gladden, principal of The Gladden Group, captures content during a recent video shoot for a client. He says consumers prefer video content consistently, making it one of the most powerful tools for marketing success.

PHOTOS COURTESY OF THE GLADDEN GROUP

ADVERTISING One of the top ways to promote your services and products is through paid advertising. This can be done via a variety of channels, including newspapers, magazines, radio, television, social media, websites, billboards, direct mail, or emails. While all of these options may not be the best fit for your organization, you want to have some variety in the ways you try to reach your audience. “A multi-channel approach works best when your brand strategy supports your business strategy,” says Seth Gladden, principal of The Gladden Group, a marketing and consulting agency. “For example, it’s pointless to run ads if your website isn’t ready to handle the traffic. Not every channel is right for every business.

“Determine the three things that make you unique,” he adds. “For us, we’ve said what makes us unique is our ability to achieve the look you want, the lasting results you need, and the exceptional experience you deserve. We also say we care, we create, we connect. What are the things people want to know that makes you unique so they can determine if you’re a fit for them?” Totta says identifying your company’s target market, three uniques, proven process, and guarantee provides a great base for crafting the message behind your marketing efforts.

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