Marketing with Aloha: What Every Business Owner in Hawaii Should Know About Advertising

Take your finger and press the invisible "reset" button behind your right ear.

Everything you know, everything you think you know, and everything you have heard up to this point about advertising and marketing are wrong.

Some common misconceptions that are wrong:

I have to just "get my name out there"

I need "name recognition"

I have to run my newspaper ad 21 times before people will respond to it

I need to build "brand awareness"

There is no way to measure my results with advertising

I shouldn't worry about the results of advertising

If people see my logo 500 times, they'll eventually come buy from me

If any of that sounds familiar, you have been lied to. If you have spoken to any traditional advertising companies, you'll often hear this sort of nonsense. And it's just that: nonsense.