151 Quick Ideas for Advertising on a Shoestring

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More About This Book

Overview

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 sharpproduction 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.

Product Details

  • ISBN-13: 9781564149824
  • Publisher: Career Press, Incorporated
  • Publication date: 2/28/2008
  • Pages: 1
  • Series: 151 Quick Ideas Series
  • Product dimensions: 5.10 (w) x 8.10 (h) x 0.50 (d)

Meet the Author

Jean Joachim has spent over 25 years working in advertising and direct marketing for large, well-known firms such as Ogilvy & Mather and McCann. She owned and operated her own advertising agency and direct marketing company. In her various positions, Joachim had to negotiate the lowest rates, select the right media to use, and write sizzling copy that got response. Currently an adjunct professor at The Laboratory Institute of Merchandising, she teaches direct marketing to college students about to enter the business world. Joachim lives in New York City with her husband and two children.

Table of Contents

How to Use This Book     17
Introduction     19
Find New Products for Current Customers     21
Stick to a Budget     22
Consultants on Commission?     23
Opportunity Budget     24
Define Your Unique Selling Proposition     25
Be the Best You Can Be     26
Big Ideas Mean Big Business     27
Increase Payment Options     28
Exchange With Noncompetitive Businesses     29
Donate     30
Give a Break to Nonprofits     31
Establish the Lifetime Value of Your Customers     32
Make Lemonade From Lemons     33
Build Your Business Carefully     34
Mail Catalogs to Online Buyers     35
Your Cover Is More Than a Pretty Picture     36
Create a Co-Op Bulletin Board     37
Use Strong Selling Words for Success     38
Let Testimonials Sell for You     39
The Problem/Solution Formula     40
Never Forget the "P.S."     41
The Multi-Purpose Brochure     42
Find Fresh Talent     43
Standard Formats Save Money     44
Copy Do's and Don'ts     45
Keep It Personal     46
Design Do's and Don'ts     47
Make Your Banner Ads Rock     48
Turn Your Customer List Into a Database     49
Enhance Your Customer List     50
Contests Grow Lists     51
Test New Offers in Every Mailing     52
List Exchanges Save Money     53
80/20 Rule     54
Follow Postal Requirements     55
Negotiate List Prices     56
Promote Customers Often     57
More List Negotiation     58
Create Multi-Buyers     59
Rent Lists Carefully     60
To Pay or Not to Pay...Postage     61
Duplicate Names Are Multi-Buyers     62
Direct Mail for Lead Generation?     63
Save Money on National Cable     64
Soap Operas Aren't Responsive     65
Infomercials Are Expensive     66
Best Programming for DRTV Success     67
What Are the Best Times to Run DRTV Advertising?     68
Reduce DRTV Budget for Busy Retail Seasons     69
Run Heavily in Best Seasons     70
Run-of-Station Is Cheapest     72
DRTV Is Best for Demonstrations     73
Ask for the Order     74
No DRTV Time Available     75
Broad Rotations Get the Best Clearance     76
Consumer E-mail     77
Business-to-Business E-mail     78
Never Send an E-mail Without an Offer     79
Getting E-mail Read     80
E-mail Is Free     81
E-mail Response Is Fast     82
E-mail Electronic Gift Cards     83
E-mail Mistakes to Avoid     84
Foolproof Fulfillment     85
Increase Your Customers' Lifetime Value     86
Use Direct Marketing     87
Establish Your Seasonality     88
Integrate Your Marketing, Maintain Your Image     90
Create Separate Pages for Internet Ads     91
Holiday Advertising on the Net     92
Magazine Remnants Save Money     93
Use of Color in Magazine Ads     94
Small Space Ad Units Make a Difference     95
Insert Cards Create Response     96
Are Special Issues Right for You?     97
Time Your Ads for Maximum Impact     98
Use Magazines to Create a Leadership Program     99
Split Testing in Magazines     100
TV Guide Is Great for Testing     101
How to Project Early      103
Bingo Cards     104
Select the Right Media for Your Business     105
Create a Take-One Exchange     106
Make Money With Package Inserts     107
Evaluate Media Using CPM     108
Always Negotiate Rates     109
Use Your Best Media First     110
Standby Space Can Save You a Bundle     111
Timing Newspaper Ads Is Key     112
Know What Days to Run Newspaper Ads     113
Target by Newspaper Section     114
Target by Newspaper Columns     115
Should You Use Color in Newspaper Ads?     116
Newspaper Frequency Discounts Save Money     117
Pre-Printed Inserts in Newspapers     118
Coupon Booklets Have Low Rates     119
Larger Newspapers Offer More Options     120
What Ad Sizes Are Best?     122
Design Is Paramount in Small-Space Ads?     123
Keep Creativity Fresh     124
Hire a Newspaper-Savvy Creative Team     125
Offer Testing: A Way of Life     126
The All-Important Guarantee     127
Keep Your Product the Star     128
Try Newsletters-They're Inexpensive     129
Video Offers Work on TV      130
Sweepstakes and Contests     131
Installment Offers Boost Response     132
Tailor Offers to Suit Customers     133
Add a Sticker for Last Minute Offers     134
Free Shipping-Always a Winning Offer     135
Send an Offer in an E-mail That Is Guaranteed to Be Read     136
Work With Printer's Format     137
Saving Paper Saves Money     138
Gang Up Printing and Save Big Money     139
Save Money by Folding Instead of Cutting     140
Samples Make Sales     141
Be Your Own Premium     142
Cross-Promotion Saves Money     143
Ride-Alongs Reduce Postage Pinch     144
Back Local Contests and Giveaways     145
Not Great for Direct Response     146
A.M./P.M. Drives for Awareness     147
Barter for Time to Save Money     149
Vanity Phone Number: The Way to Go     150
Top-Notch Customer Service Increases Lifetime Value     151
Loyalty Cards Pay Off     152
Good Communication Creates Loyalty     153
Use Research to Reduce Mistakes     154
Run Contests in Your Store     155
Use Technology to Drive Store Traffic      156
Use Your Store Window to Showcase Offers     157
In-Store Pick-Up Increases Sales     158
In-Store Events for Online Customers     159
Upselling on the Telephone Increases Profit     160
Voice Messaging Creates Sales     161
Keep Landing Pages Uncluttered     162
Websites: Necessities, Not Luxuries     163
Test Offers on Your Website     164
Create Your Own Bulletin Board     165
Keep Your Website Fresh     166
Too Flashy With Flash     168
Easy Site Navigation Is the Goal     169
Use Pop-Ups to Upsell on Your Website     170
Run Ads for Google     171
Advertise With Google     172
Analyze Your Web Stats     173
Web Success-Trial and Error     174
Make Your Web Content Strong     175
Keep It Branded and Service-Oriented     177
Create Web Stickiness to Create Success     178
Index     181
About the Author     189

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