Health & Fitness
Four Solid Advertising and Event Promo Basics For Small Firms
Got a Local Business? Here are some basics of a good ad. Doing an event? Here's how to get your National and local vendors to help you draw in more customers.
- Consider running ads that compare you with competitors. You don't have to use their names, either. If you're a local, independent firm competing against one or more locations of a nationwide franchiser, tell why your independence better helps local customers. But avoid the obvious in doing this. You should be able to find original ways.
- Forget about your logo being so important in your ad. It's not. Your headline, the illustration and the basic message for that particular ad are. The logo is merely a kind of signature. And they won't ever see it unless the other parts of the ad "catches" them.
- Remember old basics in ads. The words "new," "free," and "how to," have been used for years. Yet, they are still extremely effective. Re-negotiate deals with your vendors to provide as much co-op advertising money as possible in return for you using their "slicks" and logos in your ads. And, ask them to give you any appropriate left-over premium items that you can use in your own promotions, i.e., "the first 50 visitors to (our facility) on Sunday receive a free (premium item)."
- Always take advantage of co-op advertising offers. Amazingly, millions of available co-op dollars offered by product manufacturers and distributors go unused by their customers each year. Why? Because the customers just never got around to claiming it and/or kept such bad records that they could not qualify for co-op funds at the end of the co-op period. Assign someone to this task and make them responsible.
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