Smart business people are always looking for ways to make their
dollars go further. That's particularly true with advertising. You
want every marketing tool to work at maximum efficiency.
Here are five simple things that will make your ad budget do
extra duty.
Cut out media that's not working or duplicates other marketing
you're using. Is there an ad tool that you thought would work but
didn't after giving it a good go? Cut it out!
Use more of the marketing methods that ARE working for you.
If it works, increase it.
Make your ad better. Is there a way to make it more relatable or
easier to understand? Are you advertising the parts of your biz that
make money?
Think of ways to make different marketing tools compliment each
other. In marketing it's called synergy.
Turn your name into a trusted brand with a consistent message
and reliable follow through. Remember, ads should lead to good
service.
Advertising Last In, Last Out
"When should I buy advertising for my business?" It's a common
question and a good one.
People are a little shocked when I say, "Advertise last." By that I
mean buy ads only after you've exhausted all the free promotional
methods available to you.
Marketing tools that cost next-to-nothing are flyers, phone calls,
email to those you know, interviews on radio, and press releases to
the newspaper.
Only after you've got those almost free tactics in place can you
start to think about paying for ads. Paid advertising allows you to
say exactly what you want, where you want, when you want.
Once ads are in place, leave them there. It takes lots of time for
advertising to do its job. You may not see big results until an ad
has appeared over and over, sometimes for months. Pulling your
advertising before it's ripe can mean a complete waste of your ad
investment.
That's why my advertising rule is "Advertising: Last In, Last
Out." Start with free creativity, then stick with your ads until they
work.
Sync Up Marketing and Sales
I recently heard a sales expert say, "Increase sales by making sure
the sales force is aware of your marketing."
Good point! I thought of a recent trip to the local electronics
mega-store to shop for a new computer. I went only after spending
quite some time leafing through their major circular in the Sunday
paper (no telling how many thousands they paid for that!)
The models, stats, and prices listed in the circular made it
apparent that these guys were worth checking out.
Upon arriving at the store, a sales person eventually strode up
and asked all sorts of vague questions about what I was looking
for.
The sales person would have done better if he had simply
guessed that their mighty marketing piece had brought me in. He
should have launched into telling about the advertised models.
Many times, a good ad combined with the recommendation of a
sales person will make the sale.
Next time you're talking to a prospect, bring up the things you
advertise.
Market With A Pro
Should you hire an ad agency to help market your business? It's
generally not a good idea unless you're spending more than
$250,000 per year for marketing.
That cuts out most small businesses (and many larger ones).
What's the solution?
Hire a freelance marketing pro. Whether you need someone to
help you buy media advertising, or design your web site logo, or
write your next sales letter--you can use a specialist who does good
work, fast.
A marketing pro's prices may seem high at first glance, but the
quality of their work will mean the money you spend on marketing
goes a lot further.
Here are some ways to find marketing pros. Check with local ad
agencies (they use freelancers, too). Talk with small business
owners who have marketing you like. Ask who does the work for
them. Get on the Internet and search for keywords describing the
job you want done.
Always try to talk with other businesses who have used the pro's
services. Watch for problems like cost over-runs and slow delivery.
Encourage Customer Comments
One key building block of good marketing is promoting customer
feedback. It's an old rule of communication that you aren't really
communicating until the conversation is a two way street.
The benefits to hearing from customers are more satisfied buyers
and frequent good ideas. Both complainers and complimenters can
be a great source of improvements.
Often a happy customer will describe one of my services in an
appealing way that I'd never thought of. Echo the things customers
say in your marketing messages. Those customer written lines
work best.
Encourage customer feedback by giving buyers a number of ways
to reach you: toll free phone number, regular mail, email, and fax.
Rather than simply listing your phone number, include a line that
says something like, "call our free number with your comments,
concerns, and ideas. We love hearing from you."
It makes you look warmer, friendlier, more real, and more
accessible. Those are the things that make people buy.
Advertise With Billboards
Even though the general public usually votes against billboards,
their future is secure in most places. Why? Billboards are good for
business.
A billboard can give your business a visible presence along a
transportation route that thousands see each day.
For many businesses, the cost of a billboard is affordable. In
most cities, they run about $400 to $500 per month. If placed in a
location visible to lots of your prime prospects, the payoff can be
substantial.
Some keys to getting a successful billboard:
Keep your message very simple. Text should be kept to a
minimum. Think of ways to communicate your main benefit
without going into details that can't be read from a moving car.
Use graphics to tell your story. Is there a photo or image that
you can use that will compliment your headline, providing a rich
meaning at a glance?
Billboards are also good at showing you're "in the game." For
many readers, it indicates you're as big as your competitors.
Kevin Nunley helps small and mid-sized businesses build effective
marketing. Reach him at DrNunley@aol.com or at (801)203-4536. Ask for his free marketing
report and list of Special Reports and
Tapes that make you a marketing whiz
in dozens of areas. Also ask how he can help you build your on-line
presence.
http://www.drnunley.com/
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