"What is a PDF?" and "Coupon Discounts"

Q U E S T I O N
We just ordered imprinted tee-shirts from a specialties firm. They called and asked me if we could read a PDF file. Since I don’t know what that is, I couldn't give them a straight answer. Can you explain?

A N S W E R
Sure...a PDF (Portable Document Format) is a format that, quite simply, acts like a camera...taking a “snapshot” of the artwork or text that’s being saved. But instead of giving you just a simple screen image, it can contain all the information necessary for a digital file to go to press...scans, fonts and more. As far as your vendor goes, I would assume that they asked you about a PDF because they wanted to send you the file as a proof of your logo or artwork. And yes, you can read a PDF! Whether you’re using a PC or Mac, go to www.adobe.com and download Adobe’s Acrobat Reader for free. It installs in a flash and you’re ready to roll.

Q U E S T I O N
My company just ran a 10% off coupon in the local paper and we got no response. What should we do?

A N S W E R
Let’s explore whether or not your offer was even worth promoting. First of all, for the offer to draw response it must be a real incentive. Free coffee with an $100 dinner doesn’t cut it. 10% off a $5 haircut wouldn’t even cover the tip. Now, if you’re selling cars, 10% off would work quite nicely (for the customer, that is). When you design incentives, they’ve got to be terrific enough to pull people in and conservative enough not to bankrupt you in the process. It’s a fine line. Plus, you need frequency, frequency, frequency. If you ran the ad once or twice, it’s not enough exposure to do the job. Remember, you don’t hammer in a nail with just one swing. Repetition is the key.