Have Sacks of Money to Burn on Your Advertising?
you have sacks of money to burn on your marketing and
advertising? All of the small
businesses that I’ve come across say they don’t.
there are a good number of small businesses that have held
own marketing and advertising budget bonfires.
happen? A conclusion I’ve come to is that
businesses burn sacks full of money in advertising with miserable
results because they just don’t understand the core basics of
by many small
businesses is doing "a little bit here, and a little bit
Here’s an analogy to think about. Have you ever
someone who never finishes a full soda or drink before opening another
one? You know the ones. The people who have several
empty/full bottles or cans scattered around their work area or
home. If we could visualize the small business that
advertises “a little bit here, and a little bit
there” that's what they would look like.
business does “a little bit here, and a little bit
they are ignoring a basic rule of advertising which is to have a
concentrated message in an area, medium, or market that’s
important to them. The small business owners who fall into
trap usually are the ones who become the most discouraged
advertising. I’ve heard them say, “Well,
tried everything, but nothing seems to work. From here on
I’m going to rely on my sign out front, and word-of-mouth
advertising”. By doing so they’ve made
problem worse by making another mistake of removing themselves
from the market and allowing their competition to have it all to
themselves. The solution isn’t to
solution is to dominate or concentrate the message in one area, medium,
or market that’s the most important to the business with what
be afforded. And you don't add another medium until you can
afford another "full one".
fill one glass full before you add another one, and fill that one to
the brim before you add another one, etc.
the “little bit here, and little bit there”
where small businesses market or advertise in such an
insignificant way in newspaper, radio, TV, etc. that they
make an impact. To demonstrate my point you just need to open
your local newspaper. Look for the businesses that have the
smallest newspaper ads (business card size). Many times
they’re bunched together in one big montage of ads. These
montages or cluster of ads are nothing more than an advertising budget
hosted by your local newspaper. It’s great for the
newspaper but lousy for the advertiser because no one advertiser stands
out from the another which completely defeats the purpose of
advertising. It has been my experience that people who buy
advertising on that level do so because they think they're reaching
newspaper readers without a large financial risk. Yet the
actually high because the chance of a reasonable return from one those
"big groups of small ads" are nearly non-existent.
your advertising budget is too small to where you can’t
the required size and repetition in your local newspaper, radio
station, TV station, or other mass media in your local market I suggest
that you spend what you can in other ways. Use the money in
relationship type marketing until your business grows enough to where
you can afford the others. Relationship type marketing
taking clients out to lunch, thank you calls, thank you notes, and
membership in your local chamber and other community
organizations. But just don't send in your chamber
expect advertising results. Become active in the
organizations you join so you can build relationships
face-to-face which in return will build your business.
For more on this topic, see my article Advertising On a Small Budget.
and advertising your small business the right way is much more
complicated then just buying an ad in your medium of choice.
That's because in marketing and advertising you’re
to influence habits, thoughts and perceptions. To do so
successfully takes planning, creativity, and enough time for your
repetition to work. Make sure you develop the right message,
commit to the repetition needed to make your message work, and develop
a plan that has your message in the right places at a cost that will
give you a fair return on your investment.
the Author, Bill
Grady has over
of marketing and advertising creation, sales,
and management experience.
began selling advertising at age 20, became a radio
Manager at the age of 23, and has personally sold millions of
local advertising over his career.
Bill is a former
President of the Iowa Broadcasters Association and his
National Association of Broadcasters
awards for excellence.
2002, Bill has brought his marketing and advertising knowledge
thousands of small business owners in Iowa, Minnesota, South Dakota,
Nebraska, Kansas and Oklahoma.