Low Cost Advertising Plan Appleton WI

Display ads are the traditional backbone of small business advertising. Typically posted in newspapers and magazines, these noticeable ads rely on large print, photos, and illustrations to grab readers’ attention.

Emily Wells Communication
(920) 731-8109
812 E Park Hills Dr
Appleton, WI
 
Bunno Design
(920) 830-9403
1817 Carriage Ln
Appleton, WI
 
Bahr Mary
(920) 733-1770
3518 N Windward Ln
Appleton, WI
 
Att Yellow Page
(920) 738-6614
302 S Bluemound Dr
Appleton, WI
 
Ad Works Inc
(920) 731-0983
2039 N Perkins St
Appleton, WI
 
Embroidme
(920) 738-1999
N474 Eisenhower Dr Ste L
Appleton, WI
 
Brand Spank'N News
(920) 886-0390
210 W College Ave
Appleton, WI
 
Coalesce Marketing & Design Inc
(920) 380-4444
4321 W College Ave Ste 250
Appleton, WI
 
The Westphal Group
(920) 809-3770
1332 W. Commercial Street
Appleton, WI
 
Community Color Mailer
(920) 832-9199
501 S Nicolet Rd
Appleton, WI
 

Low Cost Advertising Plan

Provided By: 

Get Your New Business "Out There" and Known at Minimal Advertising Cost

By Christopher J. Bachler

You can’t expect business to come to you. You must go after it. And the most effective way is through advertising. Of course that costs money. But that shouldn’t be a deterrent, because there are lots of simple strategies for getting your message out without breaking your bank.

Display Ads
Display ads are the traditional backbone of small business advertising. Typically posted in newspapers and magazines, these noticeable ads rely on large print, photos, and illustrations to grab readers’ attention. How large they should be and how often they are run are decisions you must make, depending on your budget. Just remember that if they’re not seen because they are too small or run too infrequently, all that money spent is wasted!

If you do run display ads, therefore, follow these suggestions:

• Research the circulation and demographical reach of the publications you select. All publications provide these lists, and many post them online.
• Don’t be timid. Run the largest ads you can afford for as long as you can.
• Consider seasonality. If you sell summer apparel, you obviously want to run your ads at the right time.
• Prepare ads that stand out. Ask the publisher for ideas on how to do this. If your ad appears on a page with many other display ads, you won’t want it to blend with theirs. Bold colors can make an ad more visible. If the ads are black and white, provide ample white space around the periphery of your ad.
• Persist. Just because an ad didn’t pull once doesn’t mean it won’t the next time. So give it another try. It takes time and persistence to get your ad formula down to a science.

Direct Mail Budget
Despite rising postal costs, direct mail remains the most cost-effective means of advertising for most small businesses—assuming that it’s used effectively.
Your direct mail strategy should be based on the kind of business you’re in, your competition, and your target market. For instance, businesses that must sell low markup items in large quantities will not be likely to benefit from direct mail—though cooperative coupon packets might work.
Of course, you must closely consider your target audience. If you’re targeting average households, an extensive post card mailing might work, simply based on the law of high numbers. This approach might work well for house painters, landscapers, and other home services.
If you’re targeting large business organizations, you’ll need to upscale your approach dramatically. In other words, post cards are out, and a more professional look is required. You don’t want to look cheap or unsophisticated. You also want a mailer that will go to the boss, and not be tossed by a screener. Therefore, choose mailers ranging from personal letters to large packets containing useful information. So it won’t look like junk mail, try plain large envelopes with handwritten add...

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