You can make a small budget go a long way when you use these tips to get low-cost ads in smaller publications.
By Carol Wadell (www.WorkShopInc.com)
Ever talk with someone whose business has just failed? They usually say something like, "We were just getting going when we ran out of money for advertising. A few more months of ads and we would have been a success."
One of the quickest ways into the hole is to over-extend your budget on expensive advertising. Big newspaper, radio, and TV ads can run through $5,000 in no time. Instead, get BIG marketing power by using low-cost ads in smaller, more targeted publications and stations.
Put classified ads and small display ads in trade publications, association newsletters, neighborhood papers, regional weekly papers, and email newsletters. Many e-zines reach thousands of excellent prospects and only charge $20 to $40 per ad. Pay extra to get into the top ad position.
There are thousands of magazines that go only to folks interested in very specific areas. These highly targeted publications reach a small, but more productive audience. You will usually get better response from these than
Media ad rates are always negotiable. Look for prices to drop from time to time in order to take up a slack in sales. Buy in packages that give you multiple ads at lower rates. Many publications also sell off leftover "remnant" space at drastically lower prices right before they go to press.
Get big broadcast commercials by finding radio stations that your best customers listen to. Radio has relatively low operating costs and passes that savings on to you in lower ad rates. Cable TV, especially in smaller communities, can give you commercials on major channels for just a few dollars each.
Finally, the prestige associated with a major publication may not rub off on your company. People often can't remember where they saw your commercial or ad.
Carol Wadell, The WorkShop, provides Media Directories on CD-ROM. Your source for over 10,000 newspapers, 3,000 magazines & 2,000 e-zines. All Magazines and E-zines are categorized, making it easy to target your market. Database directories allowing you to sort and report the information in a way that works best for you. See her website at http://www.WorkShopInc.com or email mme@workshopinc.com
