Here are a few suggestions to help you get started:
Focus your advertising dollars on your target market. The tighter your niche, the better your odds of finding the clients who are looking for exactly what you've got to sell! So rather than heading wide, and selling to everyone, thin your focus, after which, if possible, narrow it some more! Determine who your Inchideal" client is, and then produce an advertising campaign for them. Once you know who you're supplying, look for press that targets which demographic. Depending on your own product or service, think community and community newspapers, high school sponsor advertising, chamber associated with commerce directories, and so on.
If your ideal customers aren't based on a specific geographic location, look at regional or specific market publications. Perhaps the regional paper operates an annual concern that focuses on a problem or activity which reaches your target audience. Use local cable television to broadcast your ads only in certain markets. You'll get less expensive rates and a focused demographic.
Always ask for a discounted price. (Many publications offer an "agency" discount as high as 15 percent. If you are acting as your personal in-home advertising agency, you may qualify for the unique rate.
Some month-to-month magazines offer reduced prices for multi-ads placed over a three, 6 or twelve month time period. Most publications have a different rate schedule for various kinds of advertisers --- so depending on your own product or service, you could qualify. And if not really, sometimes just asking for the discount can offer to you.
Purchase leftover space or airtime. This is advertising that the publication, radio or television station hasn't filled by their typical deadline. Of course you need to take the places that are available, however, depending on your business and the product or service you're selling, which inconvenience could still be worth the discount and the publicity you'll receive.
Make use of classified ads. They're not just for employment offers any more. You will find classified ads in magazines and papers. Before writing your own ad, go to your local library, and look with the back issues from the magazine or newspaper that you're considering. Look at the advertisements that catch your eye, or that are repetitive month after month. Those ads would not be in there every month, if they weren't making the advertiser money. Use those ads as springboards for ideas as you prepare to start composing your own classified listings.
Test your ads. Start out with the cheaper publications, to help you find out what is working and what is not. Play with them, and tweak them. Once you've got an ad that works, maintain using it. You can run it more than once, or in several publication at a time. When it quits getting customers, or you begin noticing a drop in effectiveness, then it's time to alter it.
Do you own the retail business? If so, check into co-op marketing funds that may be provided by your vendors. Company-op programs provide joint advertising for your as well as your vendor, and you'll get a portion of the price of the ad reimbursed because the advertisement mentions the merchant. (Note: most Co-op programs have strict recommendations, so check with your vendors and make sure you're following the guidelines).
Barter for products and services. This can be especially effective along with radio stations and local papers. See if you can provide your products or services in trade for the price of advertising. (Also called Inchtrade" or "In-kind" advertisements, the radio station or publication provides you with the ad in exchange for products or services associated with equal value, and then uses those services or products as part of a promotion or contest for his or her listeners or readers). This can also be a great way to get additional free of charge publicity, so if you choose to try this technique, get creative as well as think outside the container!
Reuse your ads in other marketing medium. If you've got an advertisement that's especially efficient, or looks great, reuse it inside a circular, brochure, handout, flyer or direct mail piece. Make use of the graphics on your Webpages.
Finding a wholesome mix between offline and online advertising, looking for ways to lengthen your reach as well as your advertising dollar, as well as cutting costs artistically will help you ensure that your advertising is actually working hard for the success.
Develop a relationship with your customers and prospects. This really is another thing that should be obvious, but not many companies actually do this. Proctor and Gamble has found that this is what means they are money. And it makes sense. If people believe in brand and believe they know your organization, they're far prone to buy your products. This is actually easier to do like a smaller business than a large one -- and many nearby businesses have done this for years. It might be schmaltzy, but when the local furniture store owner is on camera for all his TV commercials, individuals develop a romantic relationship of sorts with him or her. These people feel like they know that business. Anytime you are able to link a character - even if it's not a celebrity -- to a company, that makes which business stand out. This is an important component that there's not nearly enough room to cover - so think that one through for your company and come up with ways (and they can be quite simple) to develop a relationship with your customers and prospects. A contact newsletter is a simple, inexpensive and very effective way to do this, by the way.
Possess a hook. Give individuals something that makes them remember you. Big companies spend millions on this -- and for a good reason - it sells things. Whatever you do, don't say "for the best operating and quality" - no one may believe you! If you want to convey that message, have one of your clients give a testimonial on camera -- have them explain how you provided them with excellent service and high quality. Give details. A hook needs to be simple, memorable and if possible, fun or heartwarming. The Taco Bell Chihuahua is a good instance - the Pillsbury Doughboy is another one. Do something different and let people know about this. Give them a reason to choose your company over your competitors.
|
