{"id":2061,"date":"2014-06-19T18:44:13","date_gmt":"2014-06-19T23:44:13","guid":{"rendered":"http:\/\/www.manufacturedhomepronews.com\/industryvoices\/?p=2061"},"modified":"2014-06-19T18:46:48","modified_gmt":"2014-06-19T23:46:48","slug":"about-the-lost-decade-revisiting-and-advancing","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/industryvoices\/about-the-lost-decade-revisiting-and-advancing\/","title":{"rendered":"About “The Lost Decade,” Revisiting and Advancing"},"content":{"rendered":"

I think it’s good to set goals and to sometimes make them higher than we think are obtainable. My main question in response to Ross Kinzler's OpEd,<\/p>\n

http:\/\/www.mhpronews.com\/blogs\/industryvoices\/the-lost-decade-isnt-over-until-we-say-it-is\/<\/a><\/u><\/p>\n

…is to say that it may be take longer to get back to 200,000+ shipment levels, even with a good marketing support plan. Steady 5 to 10% annually for the next few years is doable. After that, it could be accelerated. That said, it would be wonderful if Ross is correct on how quickly we could recover.<\/p>\n

From an advertising standpoint, Ross is absolutely correct. The dollars invested should be an unavoidable business expense such as floorplan, lot lease, utilities.<\/p>\n

The basic rules of marketing is that 5% of gross sales should be reinvested in advertising your product. This is a minimum number and a proven business management principal.<\/p>\n

Our industry's history dictates that if you’re not profitable you don’t advertise. That’s like saying that we won't pay the utility bill this month if we are not profitable.<\/p>\n

Where would monster.com<\/a><\/u>, google.com<\/a><\/u> or godaddy.com<\/a><\/u> be today without their Super Bowl Advertisements. Would we recognize any of the three names otherwise? But now they are all house hold words, because they marketed themselves.<\/p>\n

That not to say we need to do Super Bowl ads but we do need to follow time proven business principals and always invest a percentage of our gross revenues in advertising.<\/p>\n

\"jay-hamilton\"C. Jay Hamilton
\n\tExecutive Director
\n\t<\/span>Georgia Manufactured Housing Association
\n\t<\/span>199 East Main Street
\n\t<\/span>Forsyth, Georgia 31029
\n\t<\/span>Phone : (478) 994-0006
\n\t<\/span>Cell : (478) 394-5114<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

I think it’s good to set goals and to sometimes make them higher than we think are obtainable. My main question in response to Ross …<\/p>\n

About “The Lost Decade,” Revisiting and Advancing<\/span> Read More \u00bb<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[1],"tags":[67,1194,1353,1810,57,56,1725,1722,1463,63,13,921,1219,910,287],"yoast_head":"\nAbout "The Lost Decade," Revisiting and Advancing | Industry Voices<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.manufacturedhomepronews.com\/industryvoices\/about-the-lost-decade-revisiting-and-advancing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"About "The Lost Decade," Revisiting and Advancing | Industry Voices\" \/>\n<meta property=\"og:description\" content=\"I think it’s good to set goals and to sometimes make them higher than we think are obtainable. 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