Advertising on a Budget

    
The famous retailer John Wanamaker once said, “I know that one-half of my advertising is wasted.  If I could figure out which half, I wouldn’t spend it.”  Those words still ring true today. Advertising should pay for itself.  You’ll get the ultimate bang for your buck when you follow these suggestions:

    
1. Make ads small but effective. Is your single ad getting lost?  Try several smaller ads scattered in the same issue of a newspaper or magazine.  An unusual size or placement grabs attention yet can cost less.  Stick-on notes work too.  A state university used pre-printed yellow notes stuck on the newspaper's front page to advertise its new online MBA program. The school administrators were stunned when thousands responded.

    
2. Choose media wisely. There's no reason to buy a radio spot reaching 40,000 listeners if your business serves a niche of only 500.  Match the media to your audience.  Often the best method is targeted direct mail.  Take time to track down the perfect mailing list, and offer those who respond an enticing gift such as a manicure kit, blanket, or classy tote.

    
3. Partner up.  Cross market with other firms. A New York gym furnishes pizza boxes to a gourmet pizzeria carrying the gym’s logo and message "get a free six pack (of abs) with this pizza." Inside is a gym pass and a refrigerator magnet.

    
4. Embrace e-mail. E-mail is dirt-cheap. Reach out to customers by sending messages regarding special events or on their birthday.  Maggiano’s restaurant chain emails it’s customers $10 off coupons a week before each birthday.  You could do the same or offer free gifts like water bottles, T-shirts, or samples of your product.

    
5. On-hold message. When your customers call and are put on hold, take the opportunity to tell them more about your services! The recorded message should include exciting offers and events.

    
Effective advertising doesn’t have to cost an arm and a leg.  The key is to be a little creative in delivering your marketing message.  If you need help selecting the best method for getting the word out, please don’t hesitate to call us!