Marketing can involve getting publicity for free, but the only guaranteed way of someone shouting about you is to pay for it. Advertising is a multi-billion pound business in the UK and big companies wouldn’t spend millions on it if it didn’t work. But you have to get it right. Here are some pointers:
- What’s your budget? There’s no use spending so much on advertising that you go bust. You must be able to afford it, and as your business grows you can spend more if you want to.
- Which medium? Radio is cheaper than TV, local papers can be very cheap indeed. Which will hit your target audience in the most effective way. It’s very important to know the readership/listenership/viewer of the media you wish to advertise in. There would be little point advertising your stairlift product on a radio station playing garage music to 15 year olds. Also don’t forget business directories, such as Yellow Pages.
- Who’ll make your advert? Will you write it yourself and pay the paper directly, or will you hire an agency? If so, shop around, find out what other ads the agency makes and ensure it fits your business style.
- Little and often and not one big bang! A one-off ad, however good, will soon be forgotten as others come along. You need to market and advertise regularly to win new customers. So you need to spread your marketing budget accordingly.
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