2) Place your "ADS" in off hours, or in unusual locations for less. Many times, you can still reach your target market with these spots.
3) Instead of a one-time big splash AD, be consistent with frequent small "ADS" that work.
4) Monthly magazines sometimes have unsold AD space at the end of the month they will sell at a discount.
5) If you have an 800 #, put it every AD for immediate response and feedback.
6) Try advertising consistently in the classifieds. These "ADS" may draw more customers than more expensive display "ADS".
7) Can you barter for the cost of AD production? Maybe the newspaper needs painting in exchange for an AD about your paint store.
8) Piggyback advertising are the "ADS" you receive with your Master card bill. Is there someone in your town that sends out a lot of bills? Can you put a small flyer in with their bills and split the postage? Or pay a small fee?
9) Split advertising costs with the people who sell to you. Vendors and manufacturers are always looking for exposure. Let people know you carry and have the vendor pick up part of the AD cost.
10) Are there upfront advertising discounts for cash?
11) Consider advertising in regional issues of national magazines. The costs are lower, and you can research your target market. TV guide is a good choice. It stays around for at least a week. Time, Newsweek, and US News and world report may stay in local Doctors office for years.
12) Share AD costs with neighbor businesses. Video stores, and pizza parlors are natural partners. Have coupons to each other's stores or share costs of flyers.
13) Try reducing the size of your AD (Not in the yellow pages), or length of your radio spots. A 60 second spot is not twice as much as a 30 second spot, but you won't get twice as many customers for a 60 over a 30. Going with small "ADS" or shorter spots will allow you to do more "ADS" which normally pulls more customers. It's better to be there every day with small "ADS" than every month with one big one.
14) Develop tight production controls to minimize the need to reject finished "ADS". The message is more important than the messenger. Don't try to produce "ADS" that win awards, produce "ADS" that sell.
15) Who are your best customers? Aim your "ADS" to talk directly to people like them.
16) What will suppliers give you in the way of point-of-purchase materials. Posters, stand ups, handouts, etc. Some have excellent display racks you can use.
17) Some national chains like Coke and Pepsi provide outdoor signs for businesses. There are also in door lighted signs you write on with special markers to advertise your special offers.
18) Can you sponsor a community event? A fun-run, golf tournament, or other events that will be publicized in the community. Your name may not be prominently displayed but sometimes the positive exposure in the community will bring in new customers.
19) Small businesses can seldom afford saturation advertising. You must be selective in the media that reaches your customers. Pin your AD reps down and make them show you exactly how their media reaches your target audience.
20) Exploit the media you choose to the fullest. If your message is verbal, you don't need TV. Use radio, billboards, and Newspapers to the fullest.
21) Consider direct mail. A letter and brochure before customer contact can increase business. An IBM study concluded that selling time can be reduced from 9.3 to 1.3 total hours with direct mail advertising. A sales and marketing executives international study showed salespeople went from 8 orders per 100 phone calls, to 38 orders per 100 when direct mail was used.
22) Try an editorial style AD. These are "ADS" that look like stories in the newspaper. They will have "advertisement" at the top of the article. Develop a good headline, and 50% more people will read the article than would read an AD of the same size.
23) You can't match larger competitors' dollar-for-dollar but, you can use unusual approaches. Color, music, slogans, humor, or media selection to win your market away from the big guys.
24) Due to high costs of advertising on radio, TV, newspapers, many cost-conscious businesses have been forced to look for lower cost methods. Can you advertise on parking meters, taxi boards, balloons, blimps, and grocery shopping carts, community bulletin boards, movie "ADS", and weekly newspaper shoppers.
25) Key your "ADS". Put something in the AD that will let you know which media it came from. On coupons, put a code that will record the paper and date of the AD. In the radio or TV, have them mention the AD to get the discount. Ask every customer how they found you.
*26) Plan for a rainy day. During the year put a small amount aside each month for emergencies. You never know when you'll need to react quickly to whatever competition is doing. You must be able to capitalize on breaking national events. Or news regarding your industry. You may need to respond quickly to make sure the right message is presented.
*27) Always give the customer more than you promised and more than they expected.
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