151 Quick Ideas for Advertising on a Shoestring

Jean Joachim

• Publisher: Career Press
• Year: 2008
• ISBN:
  9781601639202
• Topic: Business
• Subtopic: Advertising
• Index: Business

Effective advertising can crush your competition and make your company soar. But for most small businesses, understanding advertising is like learning Chinese—difficult at best. Most entrepreneurs don't know what makes a good headline, how to buy printing, or what media to use. And for businesses with limited budgets, advertising "specialists" cost too much. So who can you turn to for help?

Try 151 Quick Ideas for Advertising on a Shoestring. This invaluable book will give your advertising the lift it needs, at a lower cost. Inside you will learn how to find good customers inexpensively and use superior relationship marketing to keep them buying your products. You'll get ideas in all aspects of advertising, from databases and direct mail to Internet and e-mail. See where you can cut corners, and how to get cheap and even free advertising.

Put forth in plain language, these ideas are simple to understand and easy to apply. Just one of these tried and tested tips could save your business thousands and thousands of dollars! Ideas such as:

• Use testimonials in ads. They are credible advocates for your product or service.
• Put a preprinted insert in the newspaper. It's cost efficient and can be used for other marketing.
• Try national cable TV. It is cheaper than local broadcast.
• Run insert cards with magazine ads. They can increase response four to six times.
• Trade your products or services with radio stations for air time, instead of buying it.
• Get a website. It is a global store that is open 24/7, and the consumer expects you will have one.

Jean Joachim discovered these secrets and short-cuts from sharp production directors, great sales reps, and savvy marketers who used advertising to build successful businesses. Now these money-saving tips are yours in 151 Quick Ideas for Advertising on a Shoestring.

Chapter 1
Find New Products for
Current Customers

The most expensive part of any business is acquiring customers. The best way to build your business is to selling more products to the same customers.

AssignmentOn a 3 × 5 card, write, “Find new products for current customers.”

My mail order business geared to new moms spent a bundle bringing in new customers. We expanded our business by selling unique products that appealed to new mothers, such as good quality audio tapes for mother and baby, books not easily found in big book stores, and simple, quality puzzles for small hands.

Incremental sales of these and other products increased our customers’ lifetime value to our company. The more a customer is worth, the more we could afford to pay to acquire them.

If we had tried to expand our company by selling totally different products, we would have had the high cost of acquiring new customers to buy the new products, and we would not have had the additional products to increase their lifetime value. Through time, that strategy would have put us out of business.

Epilogue

Stay focused on increasing sales within your customer base. Don’t waste money branching off in the wrong direction.

Chapter 2
Stick to a Budget

Spend time preparing your budget and put together a budget committee. It may help to have several people examining your expenses and projecting sales.

AssignmentOn a 3 × 5 card, to be reviewed before every meeting with your ad agency, write, “I will spend what I can afford.”

Include spending to support your sales staff, your overhead costs, and, of course, advertising. You need an advertising budget; without advertising it may be very hard to bring in customers and make sales.

However, once you have a solid advertising budget, stick to it. If your advertising agency or consultants try to convince you to spend more than you have allotted, don’t be swayed. If they are getting paid on commission, they make more money if you spend more. They need to figure out how to get you the biggest return within your budget.

No one knows your business as well as you do. Therefore, consultants cannot tell you what you can afford to spend on advertising. If your advertising is successful and sales increase, then you can afford to increase your advertising budget, based on results.

Epilogue

While advertising is essential, don’t spend to the detriment of other aspects of your business.

Chapter 3
Consultants on Commission?

Commission arrangements with the sales staff are good for the company; you only pay out when sales are made. But commission arrangements with advertising agencies or consultants work against you, because the more you spend, the more they make.

AssignmentOn a 3 × 5 card, write, “My advertising budget will not be taken up by consultant or agency fees.” Revisit the reminder whenever you consider hiring advertising help.

You can’t be sure that a recommendation to use expensive billboards or network television is really going to work for you—is it recommended because it will create income for your consultant?

In all my years of advertising, I never worked for an agency that charged the clients on commission; we charged fees based on hours. When I began my own agency, I charged by the project.

If you are paying by the hour or on a project-by-project basis, create an advertising plan with an estimated number of hours you will need to execute the plan. Also, create an agreement in which additional hours will not be charged without prior agreement.

Epilogue

By holding your advertising advisers to reasonable fees not tied to your spending, you can have more trust in what they are recommending to you.

Chapter 4
Opportunity Budget

Set aside funds to create an opportunity budget. During my 30 years in the advertising business, I’ve had to turn down some amazing, last-minute deals for clients because there was no money left in the budget.

AssignmentPut aside some money from your budget to take advantage of an unplanned opportunity. Put it in a separate account if need be.

When you deal with as many magazines and newspapers as I, you get 11th-hour calls, sometimes even after the closing date, when another advertiser has missed the materials deadline. The bargain of a lifetime is at your feet, but, if there is nothing left in your budget, you can’t take advantage of the special deal.

A good way to be prepared for such opportunities is to leave 10 percent of your budget unplanned. You never know when you may have the chance to ride along with another company’s mailing at a reduced rate or get a special price to advertise in a new magazine.

What about an unexpected success? Did you have an ad with a special offer produce more business than expected? Use your opportunity budget to repeat your advertising successes.

Epilogue

Missing special opportunities that come your way because you don’t have an opportunity budget can hurt your business.

Chapter 5
Define Your Unique
Selling Proposition

Create a strong, unique selling proposition (USP) for your product or service. Avis Rent A Car Systems, LLC first used theirs as their advertising slogan: “We Try Harder.” The words We Try Harder appeared on everything. The public began to believe that they did try harder, and Avis began to grow.

AssignmentBrainstorm the strongest USP you can with your managers, consultants, or trusted friends.

Your unique selling proposition defines who your company is and what it is selling in a few words. Sometimes a unique selling proposition can be just two words, such as American Express: “unlimited credit.” American Express was the first credit card not to impose a credit limit on it customers. For years, it ran ahead of the pack, just because it had the best unique selling proposition.

In the early years, Burger King made great inroads on McDonald’s with its short but meaningful unique selling proposition: “flame-broiled, not fried.” Geico’s USP, “save 15 percent,” got it off the ground.

Once you have a solid USP, use it on stationery, your Website, and so on. Your USP is who you are. Don’t hide it.

Epilogue

A USP guides all advertising and defines who a company is and what its products and services are.

Chapter 6
Be the Best You Can Be

As an employee, you have to cut corners to preserve money at all costs. However, sometimes saving money damages the image, reputation, and integrity of a business.

While I had to do that for others in the past, when I worked for myself, I refused to cut corners, and was proud of the services we provided. If a customer called up to complain about an error, we reprinted and reshipped the stationery by priority mail at our own expense. I never asked for proof of an error or required a customer to mail back the faulty product; that is tantamount to calling your customer a liar. Our “no questions asked” policy has led to many reorders.

AssignmentIn a place visible to your employees, write “Be the Best.” Then live up to it.

When you own the business, always strive to sell the best products and services, make the best offers, and have the best customer service. Be proud of what you do, and allow yourself to look in the mirror every morning and know that your company has integrity.

Epilogue

Being the best lifts your spirits, even through hard times. Quality wins in the marketplace.

Chapter 7
Big Ideas Mean Big Business

What is a big idea? How about Nike’s “Just Do It,” American Express’s “Don’t Leave Home Without It,” and Geico’s “Even a Caveman Could Do It.”

A big idea is a concept that gets across your USP in a memorable way with few words and great visuals. Sum it up with a good tagline that paints the picture. The big idea should make your company, products, and services different, better, more affordable, or more desirable.

When the big idea is right, the slogan will write itself. The most fantastic big ideas become part of pop culture, such as Geico’s gecko and cavemen.

AssignmentOn a 3 × 5 card, write, “Have you thought of a big idea today...

Table of contents

• Title Page
• Copyright Page
• Table of Contents
• Dedication
• Acknowledgments
• How to Use This Book
• Introduction
• Chapter 1. Find New Products for Current Customers
• Chapter 2. Stick to a Budget
• Chapter 3. Consultants on Commission?
• Chapter 4. Opportunity Budget
• Chapter 5. Define Your Unique Selling Proposition
• Chapter 6. Be the Best You Can Be
• Chapter 7. Big Ideas Mean Big Business
• Chapter 8. Increase Payment Options
• Chapter 9. Exchange With Noncompetitive Businesses
• Chapter 10. Donate
• Chapter 11. Give a Break to Nonprofits
• Chapter 12. Establish the Lifetime Value of Your Customers
• Chapter 13. Make Lemonade From Lemons
• Chapter 14. Build Your Business Carefully
• Chapter 15. Mail Catalogs to Online Buyers
• Chapter 16. Your Cover Is More Than a Pretty Picture
• Chapter 17. Create a Co-Op Bulletin Board
• Chapter 18. Use Strong Selling Words for Success
• Chapter 19. Let Testimonials Sell for You
• Chapter 20. The Problem/Solution Formula
• Chapter 21. Never Forget the “P.S.”
• Chapter 22. The Multi-Purpose Brochure
• Chapter 23. Find Fresh Talent
• Chapter 24. Standard Formats Save Money
• Chapter 25. Copy Do’s and Don’ts
• Chapter 26. Keep It Personal
• Chapter 27. Design Do’s and Don’ts
• Chapter 28. Make Your Banner Ads Rock
• Chapter 29. Turn Your Customer List Into a Database
• Chapter 30. Enhance Your Customer List
• Chapter 31. Contests Grow Lists
• Chapter 32. Test New Offers in Every Mailing
• Chapter 33. List Exchanges Save Money
• Chapter 34. 80/20 Rule
• Chapter 35. Follow Postal Requirements
• Chapter 36. Negotiate List Prices
• Chapter 37. Promote Customers Often
• Chapter 38. More List Negotiation
• Chapter 39. Create Multi-Buyers
• Chapter 40. Rent Lists Carefully
• Chapter 41. To Pay or Not to Pay…Postage
• Chapter 42. Duplicate Names Are Multi-Buyers
• Chapter 43. Direct Mail for Lead Generation?
• Chapter 44. Save Money on National Cable
• Chapter 45. Soap Operas Aren’t Responsive
• Chapter 46. Infomercials Are Expensive
• Chapter 47. Best Programming for DRTV Success
• Chapter 48. What Are the Best Times to Run DRTV Advertising?
• Chapter 49. Reduce DRTV Budget for Busy Retail Seasons
• Chapter 50. Run Heavily in Best Seasons
• Chapter 51. Run-of-Station Is Cheapest
• Chapter 52. DRTV Is Best for Demonstrations
• Chapter 53. Ask for the Order
• Chapter 54. No DRTV Time Available
• Chapter 55. Broad Rotations Get the Best Clearance
• Chapter 56. Consumer E-mail
• Chapter 57. Business-to-Business E-mail
• Chapter 58. Never Send an E-mail Without an Offer
• Chapter 59. Getting E-mail Read
• Chapter 60. E-mail Is Free
• Chapter 61. E-mail Response Is Fast
• Chapter 62. E-mail Electronic Gift Cards
• Chapter 63. E-mail Mistakes to Avoid
• Chapter 64. Foolproof Fulfillment
• Chapter 65. Increase Your Customers’ Lifetime Value
• Chapter 66. Use Direct Marketing
• Chapter 67. Establish Your Seasonality
• Chapter 68. Integrate Your Marketing, Maintain Your Image
• Chapter 69. Create Separate Pages for Internet Ads
• Chapter 70. Holiday Advertising on the Net
• Chapter 71. Magazine Remnants Save Money
• Chapter 72. Use of Color in Magazine Ads
• Chapter 73. Small Space Ad Units Make a Difference
• Chapter 74. Insert Cards Increase Response
• Chapter 75. Are Special Issues Right for You?
• Chapter 76. Time Your Ads for Maximum Impact
• Chapter 77. Use Magazines to Create a Leadership Program
• Chapter 78. Split Testing in Magazines
• Chapter 79. TV Guide Is Great for Testing
• Chapter 80. How to Project Early
• Chapter 81. Bingo Cards
• Chapter 82. Select the Right Media for Your Business
• Chapter 83. Create a Take-One Exchange
• Chapter 84. Make Money With Package Inserts
• Chapter 85. Evaluate Media Using CPM
• Chapter 86. Always Negotiate Rates
• Chapter 87. Use Your Best Media First
• Chapter 88. Standby Space Can Save You a Bundle
• Chapter 89. Timing Newspaper Ads Is Key
• Chapter 90. Know What Days to Run Newspaper Ads
• Chapter 91. Target by Newspaper Section
• Chapter 92. Target by Newspaper Columns
• Chapter 93. Should You Use Color in Newspapers Ads?
• Chapter 94. Newspaper Frequency Discounts Save Money
• Chapter 95. Pre-Printed Inserts in Newspapers
• Chapter 96. Coupon Booklets Have Low Rates
• Chapter 97. Larger Newspapers Offer More Options
• Chapter 98. What Ad Sizes Are Best?
• Chapter 99. Design Is Paramount in Small-Space Ads?
• Chapter 100. Keep Creativity Fresh
• Chapter 101. Hire a Newspaper-Savvy Creative Team
• Chapter 102. Offer Testing: A Way of Life
• Chapter 103. The All-Important Guarantee
• Chapter 104. Keep Your Product the Star
• Chapter 105. Try Newsletters—They’re Inexpensive
• Chapter 106. Video Offers Work on TV
• Chapter 107. Sweepstakes and Contests
• Chapter 108. Installment Offers Boost Response
• Chapter 109. Tailor Offers to Suit Customers
• Chapter 110. Add a Sticker for Last Minute Offers
• Chapter 111. Free Shipping—Always a Winning Offer
• Chapter 112. Send an Offer in an E-mail That Is Guaranteed to Be Read
• Chapter 113. Work With Printer’s Format
• Chapter 114. Saving Paper Saves Money
• Chapter 115. Gang Up Printing and Save Big Money
• Chapter 116. Save Money by Folding Instead of Cutting
• Chapter 117. Samples Make Sales
• Chapter 118. Be Your Own Premium
• Chapter 119. Cross-Promotion Saves Money
• Chapter 120. Ride-Alongs Reduce Postage Pinch
• Chapter 121. Back Local Contests and Giveaways
• Chapter 122. Not Great for Direct Response
• Chapter 123. A.M./P.M. Drives for Awareness
• Chapter 124. Barter Time to Save Money
• Chapter 125. Vanity Phone Numbers: The Way to Go
• Chapter 126. Top-Notch Customer Service Increases Lifetime Value
• Chapter 127. Loyalty Cards Pay Off
• Chapter 128. Good Communication Creates Loyalty
• Chapter 129. Use Research to Reduce Mistakes
• Chapter 130. Run Contests in Your Store
• Chapter 131. Use Technology to Drive Store Traffic
• Chapter 132. Use Your Store Window to Showcase Offers
• Chapter 133. In-Store Pick-Up Increases Sales
• Chapter 134. In-Store Events for Online Customers
• Chapter 135. Upselling on the Telephone Increases Profit
• Chapter 136. Voice Messaging Creates Sales
• Chapter 137. Keep Landing Pages Uncluttered
• Chapter 138. Websites: Necessities, Not Luxuries
• Chapter 139. Test Offers on Your Website
• Chapter 140. Create Your Own Bulletin Board
• Chapter 141. Keep Your Website Fresh
• Chapter 142. Too Flashy With Flash
• Chapter 143. Easy Site Navigation Is the Goal
• Chapter 144. Use Pop-Ups to Upsell on Your Website
• Chapter 145. Run Ads for Google
• Chapter 146. Advertise With Google
• Chapter 147. Analyze Your Web Stats
• Chapter 148. Web Success—Trial and Error
• Chapter 149. Make Your Web Content Strong
• Chapter 150. Keep It Branded and Service-Oriented
• Chapter 151. Create Web Stickiness to Create Success
• About the Author