In the current economy, most businesses must closely watch their marketing budgets.
The following points are excerpted and summarized from ENTREPRENEUR magazine and describe ways you can make your marketing dollar stretch. For more detail and information (and to see the original article), click HERE.
Use your ads for more than just space advertising. Ads are expensive to produce and expensive to run. But there are ways to get your advertising message in your prospect’s hands at a fraction of the cost of space advertising.
Ad reprints can be used as inexpensive direct mail pieces. You can mail the reprints along with a reply card and a sales letter. Unlike the ad, which is “cast in concrete,” the letter is easily and inexpensively tailored to specific markets and customer groups.
If something works, stick with it. You should run your ads for as long as your customers read and react to them.How long can ads continue to get results? The Ludlow Corp. ran an ad for its erosion-preventing Soil Saver mesh 41 times in the same journal. After 11 years it pulled more inquiries per issue than when it was first published in 1966.
Use “modular” product literature. One common advertising problem is how to promote a single product to many small, diverse markets. Each market has different needs and will buy the product for different reasons. But on your budget, you can’t afford to create a separate brochure for each of these tiny market segments.
The solution is modular literature. This means creating a basic brochure layout that has sections capable of being tailored to meet specific market needs. After all, most sections of the brochure–technical specifications, service, company background, product operation, product features–will be the same regardless of the audience. Only a few sections, such as benefits of the product to the user and typical applications, need to be tailored to specific readers.
Explore inexpensive alternatives for lead generation, such as banner advertising, organic search and PR.
Get maximum mileage out of existing content (text and images). Photos, illustrations, layouts and even copy created for one promotion can often be lifted and reused in other pieces to significantly reduce costs.