How to Advertise Now
Tuesday, February 24th, 2009
Unsure what to cut and what to keep? This smart, 4-point checklist is your guide to recession-era advertising.
When money’s tight, the knee-jerk reaction for many is to cut back on advertising. Unfortunately, the businesses that stop advertising simply drop out of sight, taking them from slow sales to no sales–fast. It’s a risky move many may not recover from. Rather than eliminate your advertising in a recession, cut the fat from your campaign, and focus on the right media choices for the highest ROI.
- Advertise where prospects look first.
Where will your customers look when they’ve decided to buy what you sell? A vast majority of Americans research purchases on the internet before buying online or in a brick-and-mortar store. Placing advertising on search engines may be an important part of your scaled down campaign. Other search media include trade and industrial directories, both online and in print, newspaper circulars, classified ads, and shopper sections of specialty magazines. By advertising where prospective customers look, you’ll shorten your sales cycle and lower your cost per sale.
- Use media that touch prospects often.
Even when your customers aren’t in search mode, they still interact with other important media. Discover which media touch your best prospects throughout the day. Do they read a particular newspaper? Which TV and radio programs do they enjoy and at what times of the day? If you’re targeting B2B prospects, zero in on the industry publications they rely on for information. Both business and consumer prospects have favorite websites they frequent. Armed with this vital information, you can strategically place ads in media you know play central roles in their daily lives.Category Advertising, Economy | Tags: Tags: Advertising, Down Market, Economy, Recession, Tips,