Make sure the ads work

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California, Pennsylvania
Posted On
1 year ago

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Every dollar you spend as a small business owner is a dollar that comes out of your pocket and affects your profit margin, especially as you try to grow your company. If you are successful, you must be very cautious about your results and look for creative and innovative ways to reduce costs while still getting what you need.

This old saying \"takes money to get money\" was never truer than in supporting the company.

So how do you make sure your ads work well enough without spending a fortune when it comes to spending money on advertisements?

With the Internet, you have many opportunities to find inexpensive advertisements that do what it needs to do— getting target customers hungry for what you sell right at your door. But don\'t forget the economical methods offline.

Here are several tips for beginning your ad: Focus on your target market for your advertising dollars. The smaller your niche, the more likely it is for you to attract the buyers who look for just what you have to sell! Instead of widening and trying to sell, narrow the emphasis to all and, if possible, diminish it! Find out who your \"ideal\" customer is, and then build a publicity campaign. When you know to whom you sell, check out media that target this community. Whether your ideal clients are defined by a certain geographical location, look at the local or specific demographic publications. depending on your product or service, think community and neighbourhood journals, advertisment sponsors, the Chamber of Commerce directories etc. Maybe an annual paper focuses on a problem or activity that reaches your destination. For show the commercials in certain markets, use local cable television. Cheaper rates are available and the population is more concentrated.

Request a discounted rate forever. (Many publications offer an \"agency\" discount of up to 15 percent. If you are acting as your own in-house advertising agency, you might qualify for the special rate. Some monthly magazines offer discounts for multi-ads placed over a 3, 6 or 12 month time period. Most publications have a different rate schedule for different types of advertisers — so depending on your product or service, you could qualify. And if not, sometimes just asking for the discount will give it to you. Buy leftover space or airtime. This is advertising that the publication, radio or television station hasn\'t filled by their usual deadline. Of course you\'ll have to take the spots that are available, but again, depending on your business and the product or service you\'re selling, that inconvenience could still be worth the discount and the exposure you\'ll receive. Use classified ads. 

They\'re not just for employment offers any more. You\'ll find classified ads in magazines and newspapers. Before writing your ad, go to your local library, and look through the back issues of the magazine or newspaper that you\'re considering. Look at the ads that catch your eye, or that are repeated month after month. Those ads wouldn\'t be in there each month, if they weren\'t making the advertiser money. Use those ads as springboards for ideas when you\'re ready to start writing your own classifieds. 

Test your ads. Start out with the cheaper publications, so you can find out what\'s working and what\'s not. Play with them, and tweak them. Once you\'ve got an ad that works, keep using it. You can run it more than once, or in more than one publication at a time. When it quits bringing in customers, or you start noticing a drop in effectiveness, then it\'s time to change it. Do you own a retail business? If so, check into co-op advertising funds that may be offered by your vendors. Co-op programs provide joint advertising for your and your vendor, and you\'ll get a portion of the cost of the ad reimbursed because the ad mentions the vendor. (Note: most Co-op programs have strict guidelines, so check with your vendors and make sure you\'re following the rules).

Goods and services trading. With radio stations and local papers, this can be particularly effective. See if you can get commercial advertising costs for your products or services. (Also referred to as \"trade\" or \"In-kind\" advertising, the station or publication shall give you an ad, in return for equal value products or services, which may then be used by its listeners or by its readers as a part of an advertisement or contest). This can be a great way to get extra free ads, so if you decide to try it, make a creative effort and think outside the box!

In another advertising media, reuse your ads. If you have or look good an advertisement, reusing it in a piece of paper, brochure, handout, flyer or direct mail. On your webpages, use the graphics.

Looking for ways to expand your scope to your marketing dollar, and innovative cost reduction can help to ensure your ads work hard for your own benefit, finding a healthy mix of online and offline advertising.

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