Low Cost Advertising

Another option is cable TV advertising. The cost is low and the ability to pinpoint neighborhoods and demographic groups is easily available. You may want to contact some of the local businesses you see advertising on cable and get their feedback on using this medium. Direct-mail postcards also work well for some businesses. However, the tool is ineffective when it's mailed to those not interested in your offering. So you may want to consider using these as a follow-up tool. It may also be worthwhile to inquire as to an advertising outlet's interest in bartering with you for your merchandise and services. Don't forget advertising specialties-merchandise imprinted with your name or message and given free. Check out the resources available through Promotional Products Association International.

A small-budget advertiser doesn't have the ''deep pockets" to develop big advertising campaigns. Some time you need to break the rules to be noticed. Avis did it by admitting they were "Number 2" in the car rental business and that campaign took them from 6th place to second place. When they stopped that campaign they dropped back to 6th again. In the past year they have gone back to it. An average cost of advertising is usually 1 to 5% of gross sales, which can vary according to location, local advertising rates, and industry. Car dealers need more advertising than funeral homes.

Radio, newspapers and magazine specialists will frequently give free help in developing an advertising strategy. Things like demographic information, money-saving ways to produce your ads etc. Monthly magazines sometimes have unsold ad space at the end of the month they will sell at a discount. Try advertising consistently in the classifieds. These ads may draw more customers than more expensive display ads.