How To Save On Advertising -- Big Time
You know you need to advertise, but you just don't like spending all that money. Not a problem.
All you have to do is follow these suggestions:
Did you know that the advertising rate sheets the reps carry are flexible? Well, they are, so negotiate for a bette price.
Ask the outlet if they will consider a trade. Small newspapers sometimes do. Many radio stations will trade for goods and services they can give away to their listeners, such as free tickets to a play or a romantic dinner.
One great way to save on newspaper advertising is to buy a whole page or a half page and split it up with other business owners in the same area, or same profession, but a different part of town. Your cost per unit goes down. For example, if a fourth of a page sells for $300, the whole page might cost $1,000, which makes your cost $250.
If you sell a brand-name product, chances are they have a co-op program. This means that if you run an ad that features their product, they will pay a portion of the cost. Check with your vendors to learn more.
There are many professionals who earn a living buying ad space for business owners. If you have a large enough budget, these "media buyers"can get you some good prices.
A great way to keep current customers and prospects coming back is to send them a regular email newsletter. Be sure to get their permission first. You can fill your newsletter with information about new products or improvements. You can also offer info on how to better use products and even ask for customer questions and feedback.
If you want to get free publicity, send the media a press release. If they are interested in your idea, they will do a story on you for free. Being interviewed in the media also builds credibility.
Not all of these tactics will work for everyone in every situation, but using just one or two of them effectively can save you a lot of money.
About the Author:
Danek S. Kaus is a business journalist and author. If you want to discover how to grow your business get his no-cost newsletter at small business tips and a his newsletter on how to get no-cost publicity at no-cost publicity This and other unique content 'marketing' articles are available with free reprint rights.
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