Low Cost Advertising Plan Portland OR

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.

PIP Printing & Marketing Services - SE Clay
(503) 282-0913
633 SE Clay
Portland, OR
 
Fluid Market Strategies
(503) 808-9003
517 SW 4th Avenue
Portland, OR
 
Charlton Engel Marketing, Inc.
(503) 234-0811
2950 SE Stark, Suite 200
Portland, OR
 
Merlo Corp
(503) 963-9463
1001 SE Sandy Blvd
Portland, OR

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Cappelli Miles [spring]
(503) 241-1515
101 SW Main Street
Portland, OR
 
Launch Box Llc
(503) 274-9636
124 SW Yamhill St Ste 200
Portland, OR

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Daryle Rico - Creative Services
(503) 317-8491
1505 SE 22nd Avenue, #3
Portland, OR
 
Frause
(503) 467-4686
838 SW First Ave
Portland, OR
 
Sparkplug
(503) 289-0850
818 SW 3rd Ave Ste 300
Portland, OR

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Copious Creative Inc
(503) 255-1822
1108 SE Grand Ave Ste 303
Portland, OR

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Low Cost Advertising Plan

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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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