Small Biz Advertising: Pt 2

In advertising, a owner needs to learn what works for them. The high-end boutique mentioned earlier as an example will probably not do well by advertising in the local paper. They could insert a $2000 ad on the society page and receive nothing but name recognition - no sales. That same owner could support the local theater/symphony, paying $3000 for a season, and not only receive name recognition, but increase sales.

Owners believe one myth new business about advertising that cripples them from day one. An ad must produce sales. This is not true. I cringe when I hear business owners say, ‘I inserted an ad, but it didn’t work.’ Remember, a person must see an ad a minimum of three times before they will stop to read it, and a few more times before their interest is peaked enough to read it. One ad will never work.

So, why is all this important to ‘checking out the competition?’ Pay attention to the ads: billboards, posters, newspapers, community newsletters and papers, magazines, transit ads, radio, cable, park benches, and ‘sponsored events.’ Track the competitions advertising, and estimated their advertising budget. This will reveal the advertising campaign’s size, cost, and legwork, need to maintain a fair share of the market.

Advertising does not always cost money. It is possible to call the people in charge of events. Ask if to exchange work for promotion. There are many places and organizations eager to accept gifts, door prize, etc., in return they offer a promotional opportunity.

Telesales are a good way to do business. While the consumer fears telemarketers, business owners and consumers are willing to listen to a business owner who makes their own calls. This does not mean you cannot take advantage of the wealth of sales expertise on the web to build scripts and increase the success ratio.

One overlooked means of advertising is the internet or e-mail. Having your customers sign a card with their e-mail address, builds a data bank which enables you to keep in touch with them when it is time to have their hair done, check up on their file, etc.

Park benches, billboards, door-to-door fliers, brochures, newspapers, grocery store receipts, sponsoring events, local tourist information magazines, sporting events,

Purposes of Advertising

Direct response: Demands an immediate response from consumer
Branding: This builds an image, and name recognition for the company
Consumer Education: Explain to the customer why they need a product or service