151 Quick Ideas for Advertising on a Shoestring
By Jean Joachim
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About this ebook
Effective advertising can crush your competition and make your company soar. But for most small businesses, understanding advertising is like learning Chinese—difficult at best. Most entrepreneurs don't know what makes a good headline, how to buy printing, or what media to use. And for businesses with limited budgets, advertising "specialists" cost too much. So who can you turn to for help?
Try 151 Quick Ideas for Advertising on a Shoestring. This invaluable book will give your advertising the lift it needs, at a lower cost. Inside you will learn how to find good customers inexpensively and use superior relationship marketing to keep them buying your products. You'll get ideas in all aspects of advertising, from databases and direct mail to Internet and e-mail. See where you can cut corners, and how to get cheap and even free advertising.
Put forth in plain language, these ideas are simple to understand and easy to apply. Just one of these tried and tested tips could save your business thousands and thousands of dollars! Ideas such as:
- Use testimonials in ads. They are credible advocates for your product or service.
- Put a preprinted insert in the newspaper. It's cost efficient and can be used for other marketing.
- Try national cable TV. It is cheaper than local broadcast.
- Run insert cards with magazine ads. They can increase response four to six times.
- Trade your products or services with radio stations for air time, instead of buying it.
- Get a website. It is a global store that is open 24/7, and the consumer expects you will have one.
Jean Joachim discovered these secrets and short-cuts from sharp production directors, great sales reps, and savvy marketers who used advertising to build successful businesses. Now these money-saving tips are yours in 151 Quick Ideas for Advertising on a Shoestring.
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151 Quick Ideas for Advertising on a Shoestring - Jean Joachim
Table of Contents
Title Page
Copyright Page
Dedication
Acknowledgments
How to Use This Book
Introduction
Chapter 1. Find New Products for Current Customers
Chapter 2. Stick to a Budget
Chapter 3. Consultants on Commission?
Chapter 4. Opportunity Budget
Chapter 5. Define Your Unique Selling Proposition
Chapter 6. Be the Best You Can Be
Chapter 7. Big Ideas Mean Big Business
Chapter 8. Increase Payment Options
Chapter 9. Exchange With Noncompetitive Businesses
Chapter 10. Donate
Chapter 11. Give a Break to Nonprofits
Chapter 12. Establish the Lifetime Value of Your Customers
Chapter 13. Make Lemonade From Lemons
Chapter 14. Build Your Business Carefully
Chapter 15. Mail Catalogs to Online Buyers
Chapter 16. Your Cover Is More Than a Pretty Picture
Chapter 17. Create a Co-Op Bulletin Board
Chapter 18. Use Strong Selling Words for Success
Chapter 19. Let Testimonials Sell for You
Chapter 20. The Problem/Solution Formula
Chapter 21. Never Forget the P.S.
Chapter 22. The Multi-Purpose Brochure
Chapter 23. Find Fresh Talent
Chapter 24. Standard Formats Save Money
Chapter 25. Copy Do’s and Don’ts
Chapter 26. Keep It Personal
Chapter 27. Design Do’s and Don’ts
Chapter 28. Make Your Banner Ads Rock
Chapter 29. Turn Your Customer List Into a Database
Chapter 30. Enhance Your Customer List
Chapter 31. Contests Grow Lists
Chapter 32. Test New Offers in Every Mailing
Chapter 33. List Exchanges Save Money
Chapter 34. 80/20 Rule
Chapter 35. Follow Postal Requirements
Chapter 36. Negotiate List Prices
Chapter 37. Promote Customers Often
Chapter 38. More List Negotiation
Chapter 39. Create Multi-Buyers
Chapter 40. Rent Lists Carefully
Chapter 41. To Pay or Not to Pay…Postage
Chapter 42. Duplicate Names Are Multi-Buyers
Chapter 43. Direct Mail for Lead Generation?
Chapter 44. Save Money on National Cable
Chapter 45. Soap Operas Aren’t Responsive
Chapter 46. Infomercials Are Expensive
Chapter 47. Best Programming for DRTV Success
Chapter 48. What Are the Best Times to Run DRTV Advertising?
Chapter 49. Reduce DRTV Budget for Busy Retail Seasons
Chapter 50. Run Heavily in Best Seasons
Chapter 51. Run-of-Station Is Cheapest
Chapter 52. DRTV Is Best for Demonstrations
Chapter 53. Ask for the Order
Chapter 54. No DRTV Time Available
Chapter 55. Broad Rotations Get the Best Clearance
Chapter 56. Consumer E-mail
Chapter 57. Business-to-Business E-mail
Chapter 58. Never Send an E-mail Without an Offer
Chapter 59. Getting E-mail Read
Chapter 60. E-mail Is Free
Chapter 61. E-mail Response Is Fast
Chapter 62. E-mail Electronic Gift Cards
Chapter 63. E-mail Mistakes to Avoid
Chapter 64. Foolproof Fulfillment
Chapter 65. Increase Your Customers’ Lifetime Value
Chapter 66. Use Direct Marketing
Chapter 67. Establish Your Seasonality
Chapter 68. Integrate Your Marketing, Maintain Your Image
Chapter 69. Create Separate Pages for Internet Ads
Chapter 70. Holiday Advertising on the Net
Chapter 71. Magazine Remnants Save Money
Chapter 72. Use of Color in Magazine Ads
Chapter 73. Small Space Ad Units Make a Difference
Chapter 74. Insert Cards Increase Response
Chapter 75. Are Special Issues Right for You?
Chapter 76. Time Your Ads for Maximum Impact
Chapter 77. Use Magazines to Create a Leadership Program
Chapter 78. Split Testing in Magazines
Chapter 79. TV Guide Is Great for Testing
Chapter 80. How to Project Early
Chapter 81. Bingo Cards
Chapter 82. Select the Right Media for Your Business
Chapter 83. Create a Take-One Exchange
Chapter 84. Make Money With Package Inserts
Chapter 85. Evaluate Media Using CPM
Chapter 86. Always Negotiate Rates
Chapter 87. Use Your Best Media First
Chapter 88. Standby Space Can Save You a Bundle
Chapter 89. Timing Newspaper Ads Is Key
Chapter 90. Know What Days to Run Newspaper Ads
Chapter 91. Target by Newspaper Section
Chapter 92. Target by Newspaper Columns
Chapter 93. Should You Use Color in Newspapers Ads?
Chapter 94. Newspaper Frequency Discounts Save Money
Chapter 95. Pre-Printed Inserts in Newspapers
Chapter 96. Coupon Booklets Have Low Rates
Chapter 97. Larger Newspapers Offer More Options
Chapter 98. What Ad Sizes Are Best?
Chapter 99. Design Is Paramount in Small-Space Ads?
Chapter 100. Keep Creativity Fresh
Chapter 101. Hire a Newspaper-Savvy Creative Team
Chapter 102. Offer Testing: A Way of Life
Chapter 103. The All-Important Guarantee
Chapter 104. Keep Your Product the Star
Chapter 105. Try Newsletters—They’re Inexpensive
Chapter 106. Video Offers Work on TV
Chapter 107. Sweepstakes and Contests
Chapter 108. Installment Offers Boost Response
Chapter 109. Tailor Offers to Suit Customers
Chapter 110. Add a Sticker for Last Minute Offers
Chapter 111. Free Shipping—Always a Winning Offer
Chapter 112. Send an Offer in an E-mail That Is Guaranteed to Be Read
Chapter 113. Work With Printer’s Format
Chapter 114. Saving Paper Saves Money
Chapter 115. Gang Up Printing and Save Big Money
Chapter 116. Save Money by Folding Instead of Cutting
Chapter 117. Samples Make Sales
Chapter 118. Be Your Own Premium
Chapter 119. Cross-Promotion Saves Money
Chapter 120. Ride-Alongs Reduce Postage Pinch
Chapter 121. Back Local Contests and Giveaways
Chapter 122. Not Great for Direct Response
Chapter 123. A.M./P.M. Drives for Awareness
Chapter 124. Barter Time to Save Money
Chapter 125. Vanity Phone Numbers: The Way to Go
Chapter 126. Top-Notch Customer Service Increases Lifetime Value
Chapter 127. Loyalty Cards Pay Off
Chapter 128. Good Communication Creates Loyalty
Chapter 129. Use Research to Reduce Mistakes
Chapter 130. Run Contests in Your Store
Chapter 131. Use Technology to Drive Store Traffic
Chapter 132. Use Your Store Window to Showcase Offers
Chapter 133. In-Store Pick-Up Increases Sales
Chapter 134. In-Store Events for Online Customers
Chapter 135. Upselling on the Telephone Increases Profit
Chapter 136. Voice Messaging Creates Sales
Chapter 137. Keep Landing Pages Uncluttered
Chapter 138. Websites: Necessities, Not Luxuries
Chapter 139. Test Offers on Your Website
Chapter 140. Create Your Own Bulletin Board
Chapter 141. Keep Your Website Fresh
Chapter 142. Too Flashy With Flash
Chapter 143. Easy Site Navigation Is the Goal
Chapter 144. Use Pop-Ups to Upsell on Your Website
Chapter 145. Run Ads for Google
Chapter 146. Advertise With Google
Chapter 147. Analyze Your Web Stats
Chapter 148. Web Success—Trial and Error
Chapter 149. Make Your Web Content Strong
Chapter 150. Keep It Branded and Service-Oriented
Chapter 151. Create Web Stickiness to Create Success
About the Author
151
Quick Ideas
for
Advertising on a
Shoestring
Jean Joachim
9781564149824_001_0003_001Copyright © 2008 by Jean Joachim
All rights reserved under the Pan-American and International Copyright Conventions. This book may not be reproduced, in whole or in part, in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system now known or hereafter invented, without written permission from the publisher, The Career Press.
151 Quick Ideas for Advertising on a Shoestring
Edited by Gina Talucci
Typeset by Michael Fitzgibbon
Cover design by Jeff Piasky
Printed in the U.S.A. by Book-mart Press
To order this title, please call toll-free 1-800-CAREER-1 (NJ and Canada: 201-848-0310) to order using VISA or MasterCard, or for further information on books from Career Press.
9781564149824_001_0004_002The Career Press, Inc., 3 Tice Road, PO Box 687,
Franklin Lakes, NJ 07417
www.careerpress.com
Library of Congress Cataloging-in-Publication Data
Joachim, Jean C.
151 quick ideas for advertising on a shoestring / by Jean Joachim.
p. cm.
Includes index.
ISBN-13: 978-1-56414-982-4
ISBN-10: 1-56414-982-X
eISBN : 9781601639202
1. Advertising —Management. 2. Advertising—Costs. 3. Advertising— Evaluation. I.Title. II. Title: One hundred fifty-one quick ideas for advertising on a shoestring. III. Title: Advertising on a shoestring.
HF5823.J65 2008
659.1--dc22
2007031655
Dedication
To Diana Finegold
Acknowledgments
I would like to thank the following for their understanding and support: Larry Joachim; David Joachim; Steve Joachim; Deirdre Wyeth; Regina Ryan; Dr. Steven Shapiro; Professor Sally Shapiro; Professor David Arentsen; my editor, Gina Talucci; and all my clients, past, present, and future.
How to Use This Book
Every quick idea in this book is tried and true. They come from years of trial and error, from many different companies, and from people with years of experience. These ideas are offered to help your advertising programs, to make your business more profitable, and to help you work smarter, not harder.
The book has ideas to help reduce your costs and boost your profitability from many different angles. It includes general advertising, direct marketing, marketing, promotion, and even word-of-mouth ideas.
Read the whole book and flag ideas that pertain to what you are doing now, what you plan to do, or what you think you should do; use different colored flags for each category.
Sort your ideas and discuss the ones that pertain to what you are currently doing with your staff. Implement what is feasible and hold the others for later in your development. Make lists of the ideas that you plan to use down the road; color code them and circulate them among your staff for feedback.
Every three months, reread the book, flagging more new ideas. You may find new directions for your advertising that are right for your business as you continue to grow and change.
Introduction
If you are reading this book, you are either currently running an advertising campaign or contemplating running one. Or maybe your advertising campaign isn’t producing results; perhaps you feel that the best deals go only to the biggest advertisers. Is it possible that the idea of running a successful advertising campaign is just a little overwhelming?
If you’re an entrepreneur, then you’re probably an ace at what you do, but not the most knowledgeable about advertising. This book won’t teach you all the basics, but like a good tip sheet, it will help you bet on more winners than losers.
Advertising is necessary to keep your business top-of-mind with your customers. Without advertising, it’s difficult to keep ahead of the