Advertising on a Budget -- Part 2: Thinking Small

This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.com.

Our goal was to both build the PWC brand and drive traffic to the Web site. Advertising regularly was essential. Yet it was also essential to keep our costs down. So we leveraged our monthly newspaper advertising to stretch our marketing dollar as far as we could.

How did we do that? We "thought small."

We bought one inch by two column inch ads (a column inch in this particular publication is approx. 1.88 inches). The ads were one inch high and almost 4 inches long.

To reflect the small ad, the copy also had to be short and sweet. Like so:

www.PrescottWeddings.com. Everything you need to say "I do."

Just the name of the business and the slogan.

We put the name in large type and made the tagline much smaller.

Did it work?

The first day this ad ran, we garnered 350 hits on the Web site and several phone calls from business owners who wanted more information.

And that was just the beginning. Hits steadily grew during the campaign, and every time it ran we always noticed a jump.

Not bad for a little ad.

Conventional wisdom says bigger is better. And while it is true that big ads stand out (after all, they do take a big chunk of real estate on the page) it doesn't mean big is the only way to go. Small ads can pack a punch too.

Why did the PWC ad work? First of all, it got noticed because it stuck out (yes, small ads can stick out). It had an odd shape -- long and thin, not a square like so many other ads. The name was big -- bigger than many other fonts surrounding it. (But not so big that the ad lacked sufficient white space.)

But probably the biggest reason it worked was because the message was simple. This is clearly a Web site about having a wedding in the Prescott area. Therefore if you're involved with weddings, whether as a business or on a more personal level, and you're also associated with Prescott, then this is a Web site clearly worth taking a peek at.

People instantly got the message. And they got it even if they only scanned the paper. It was quick and painless for them -- something all ads should strive to be.

What's also interesting is how this ad hit its target market. I've spoken to people (mostly men) who have no interest in getting married and have never seen the ad even though they read the paper. Conversely, businesses in the wedding industry and brides have said they see the ad all the time.

Now, you may have a business name that doesn't capture your business' products or services as well as PrescottWeddings.com (my business name for example). In this case, why not think of a catchy tag line you can use in those small ads to drive people to your Web site?

Web sites can be huge, wordy, information-stuffed selling tools. So use short, sweet one-message statement to get people to go look and learn more about your business rather than try to shove everything in an ad. Don't forget to include your business name and logo for branding purposes.

Okay, so small ads with one simple message work. For the final key in PWC's marketing program, check out Part 3: Frequency, frequency, frequency.

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at <a target="_new" href="http://www.writingusa.com">http://www.writingusa.com</a>

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?

Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer's attention. It's human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy's attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs.

However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled &quot;XXX Wet, Hot Summer Fun.&quot; On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F's advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie's products and to take a stand against the company's marketing strategies. Although sexy images in catalogs are not at all uncommon, &quot;XXX Wet, Hot Summer Fun&quot; featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers.

Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer's attention, doesn't really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the &quot;cheap shot,&quot; which may negatively affect a brand's image.

To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the &quot;It's All About the Beer&quot; campaign. One spot, called &quot;The Premature Pour,&quot; shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, &quot;Provocative is a very good place to be, as long as we're not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero.&quot;

Sex sells, yes, but only when used &quot;in good taste.&quot; As marketers we must think not only in getting customers' attention for the short term, but also in building a brand reputation that will yield long-term results.

Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit <a target="_new" href="http://www.partnerslevit.com">http://www.partnerslevit.com</a>.

How to Create Ads that Sell with Little Effort

One of the main problems people find with marketing, is the actual selling. How can you create ads which sell?

Well there are tons of articles, and pay for e-books to help you create ad copy, but there is a free and easy way to create your own ads which sell, sell sell.

Swipe them

I don't mean word for word, not even close, but keep your eyes and ears open to ideas. We are all bombarded with adverts daily, and these are a goldmine to anyone trying to sell something.

The hard work's already been done, ad men have been paid small fortunes to make an ad which will sell something, all you need to do is modify it to your own product.

Don't feel guilty about it either, even those highly paid advertising companies do it, it's not unusual to see one company using anothers successful campaign to piggy back their own ads onto giving them an instant boost.

As someone looking for ads which will make sales you have a myriad of resources to swipe from, just keep your mind open, and if something catches your eye make a mental note (or physical one) and see if you can't adapt it to your own products.

Before long you'll find yourself looking at newspaper television and magazine ads in a whole new light. No longer are they getting in the way of your passtime, now they're the beginnings of new ideas for you to use in promoting your business, or products.

All the best advertising and marketing men have their swipe files, start your own today.

Doug Titchmarsh runs several sites including <a target="_new" href="http://www.cashinonline.info">http://www.cashinonline.info</a> and <a target="_new" href="http://www.titchmarsh.com">http://www.titchmarsh.com</a> and publishes an e-zine for marketers online and off which you can get by sending an email to <a href="mailto:douglastitchmarsh@getresponse.com">douglastitchmarsh@getresponse.com</a>

Should Your Small Business Hire an Advertising Agency?

So, you own a small business, sales are down and you've come to the conclusion you need to start advertising. Questions: Where do I advertise, how much do I spend and do I need the help of an advertising agency?

The answer to this question is really very simple. If you were going to court would you seek the advise and council of an attorney? Sure you would?

If you were sick and over the counter medicine didn't work, would you seek the care of a doctor? Of course!

So the real question is, if you're going to spend your hard earned money on advertising why wouldn't you want to seek the advise of an expert who's job is to advise you on how to most cost effectively spend your advertising dollars.

Below are just a few of the pro's and con's of hiring an advertising agency. I hope they help.

Reasons to hire an advertising agency:

? Advertising is a full time job and it can be a very timely job. Meeting with reps, going over rates and numbers. Agencies do this every day and often have a very time efficient system.

? Agencies subscribe to services that help them determine the value of the advertising they purchase. Arbitron and Nielsen are just two services that most agencies subscribe to.

? Agencies help keep the newspaper, tv and radio stations honest. It's very easy for a tv, radio or newspaper rep to take advantage of an inexperienced buyer. They know you have little understanding of share and ratings and often don't disclose important information regarding programming and times.

? Agencies often have relationships with reps and media outlets and can often negotiate on your behalf for value added commercials or space, &quot;free stuff.&quot;

? Agencies are paid a 15% commission from the media sources they place with. They are your advocate and only make money if your advertising works and you continue to spend money. It's a very powerful reason for them to try as hard as they can to make your advertising it's best!

Reasons not to hire an advertising agency:

? You have worked in the advertising profession and have a great understand of all types of media.

? You have a very small budget and are unable to get an agency to help you.

Those are about the only reasons not to hire an advertising agency. So often, small business owners try to place media without the help and expertise of an advertising agency and usually the inevitable happens, their advertising fails and they are forever convinced that advertising doesn't work.

Buying advertising is something anyone can do, just like anyone can purchase stocks. But most importantly, are you making the right decision?

If you're a small business owner and have decided to advertise, do yourself a favor, get out your yellow pages and go directly to advertising agencies. It will be the best FREE service you'll ever receive.

Steve Moundzouris, 423-653-2201 BigWater Media Group. BigWater Media Group is a full service marketing and advertising agency.

<a target="_new" href="http://www.bigwatermg.com">http://www.bigwatermg.com</a>

Hit Them With Benefits

More about advertising from BIG Mike McDaniel

It makes no difference what media you use to advertise, the rules are the same. Benefits, benefits, benefits.

Advertise benefits and your advertising will be a success. Take a poll, they don't care about car dealers, banks or tire stores. All they care about is "What's in it for me?".

The fact that your dealership has been number one in the mid-region for 3 straight years is not advertising - it is bragging!

Explain what you have done for others. Tell what you can do for them. Remember the rule - it is always about them - not about you! Look at the advertising around you. Egads! Most of it is about the advertiser. Especially that 20 foot mug shot of the car dealer on the billboard.

Think benefits and you have a leg up on advertising that works, rather than advertising that gets the neighbors to say "Hey, I saw you on the billboard", or "..saw your picture in the paper again." Trust me, strangers won't mention your picture. And that giant billboard pic won't bring a sole through the door or get them to buy your product.

The reason you see so much bad advertising is that "ego" sells and the newspapers and billboard people know it. You even hear people who can't read stumbling through their own radio commercials. Three friends mention it and they think the advertising was a success and sign up for more.

You don't need a picture of your building, you need a description of what is inside and what it can do for me. Don't tell me you have the largest selection, or latest styles and colors. Tell me if you don't have it in stock you can get it overnight. Don't tell me you have 20 years' experience. Tell me you'll show up on time, smell good and fix my toilet, or I don't pay.

For more about advertising, get my article "What The Newspaper Ad Person Won't Tell You" Send blank email to my article-robot. <a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a>

Let the other guys flush their ad money with giant pictures of the staff, or TV commercials with the grand kids shouting a slogan. You concentrate on WIIFM, What's In It For Me, and your advertising will work harder for you.

?2005 BIG Mike McDaniel All Rights Reserved <a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a> BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, <a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net

Can I Write and Print My Own Business Brochures and Business Cards?

If you have a computer and a printer, preferably one that can print in color, then you can make your own brochures and business cards that are very professional-looking! Be sure to use good quality paper (that is available at any office supplies store like Office Depot or Staples) for anything that you are going to hand out or send to potential customers and clients.

Writing Text for Your Brochure and Business Card

The very best thing to do is to get a few examples of business brochures and business cards, preferably from the same type of business as the business you are starting. If you can't find any, then think about the type of customer or client you are trying to attract.

If you are starting a professional service as your at-home business (such as accounting, bookkeeping, proofreading, etc.), then the text and graphics used in your brochure and business card should be minimal, crisp, easy to read, and contain only the most vital pieces of information. &quot;Clutter&quot; is not very professional. Pick paper colors that are monotone (one color) or that have a nice edging in a complementary color. State what services you have to offer, describe your business in professional-style precise terms, and make sure that your contact information (name, phone/fax/cell number, and email address) is easy to locate.

If you are going to start up something like a children's birthday party service or another &quot;fun&quot; type of business, then you definitely want to think about bright colors and graphics that grab people's attention! Remember though, don't &quot;clutter&quot; your brochure or business card with too much information! Make sure your prospective customers can find your name, phone number, and email address easily---make them want to contact you right away!

Creating Brochures

Most brochures are either bi-fold (one fold, four printable sides or &quot;areas&quot;) or tri-fold (two folds, with six printable areas). You need to decide on which format you want to use, and then shop for good-quality paper that comes pre-scored (or &quot;creased&quot;) so that it folds with a sharp edge. Brochure paper is heavier than printer paper (called &quot;stock&quot; or &quot;card stock&quot;).

Your computer probably has a few built-in templates for creating simple brochures. Many &quot;print shop&quot; type software programs offer a variety of templates that you can use to create more professional-looking brochures. Regardless of which you use, it should require very little effort to create your first business brochure! (I was able to use a template provided in my Hallmark Greetings! software to create a brochure that was professional-looking and had a little bit of &quot;personality&quot; to it!)

Follow the instructions for the template you are going to use, and write the text for your brochure as described above. If you are going to insert pictures or graphics, make sure that you are not violating any copyrights (if you are taking graphics from another source). Using the guidelines given above, make your text simple and clear and be sure that your contact information is easy to locate on the brochure.

Business Cards

Just as for the brochures, your computer will either have a few easy templates to use, or you can use any print-shop-type software that has templates for business forms. Using the guidelines as given above, write the text for your business card.

I do suggest that you buy business cards that are &quot;laser-perforated&quot; so that when you separate the business cards after you print them, you will get nice sharp edges.

Flyers

If you have the type of business that you can promote by tacking up flyers, then you need nothing more than your word processing software. Flyers are generally printer paper sized, and you can be as creative as you like!

You might want to invest in card-stock-weight paper for your flyers. This paper is a little heavier and will be a little more durable than printer paper.

Things to Remember When Printing Your Business Brochures and Business Cards

<ul>

<li>Keep the text simple!

<li>Buy good quality paper!

<li>Set your printer preferences for &quot;Better&quot; or &quot;Best&quot; print quality

<li>Print a &quot;test&quot; page first, using just plain printer paper (fold as necessary for a brochure or cut to size for a business card and make sure it &quot;looks&quot; good)

<li>Be sure to save your brochure and business card templates so that you can easily print more or change information as needed, as your business grows

</ul>

About The Author

Jan K., The Proofer is freelance proofreader and copyeditor. Visit <a href="http://www.janktheproofer.com" target="_new">http://www.janktheproofer.com</a> for more information about Jan's services; <a href="http://work-at-home.janktheproofer.com" target="_new">http://work-at-home.janktheproofer.com</a> for work at home articles and free printables; and for work at home moms, visit Jan's sister site <a href="http://work-at-home.momsbreak.com" target="_new">http://work-at-home.momsbreak.com</a> for articles, free printables, and work at home T-shirts and other fun products.

? Copyright 2004 All rights reserved.

Moving Message Board

Moving message boards are used in the areas where continuous announcements, or other information are need to be displayed in to either indoor or outdoor. Used most widely in churches, schools, airports, other transport stations, banks, production and administration department of organization as marquee information billboards.

Moving message boards uses the technology of LED which stands for light emitting diode. With the power of LED's, you can have a renewable advertisement that is not limited to a single declaration. Boards are easily programmable, meaning you can display anything you want at any time you wish with different scrolling options.

One need not to have high knowledge to operate these electronic boards. As they are accepted with high demand all over the world, the manufacturers are being pushed to created signs that are more user- friendly.

Moving message boards can be controlled remotely via usual methods when connected to personal computers or to any other source. In addition it is also possible to use an infra red keyboard to control the boards, which gives immediate results.

New technology allows these electronic signs to be operated from an almost every sources. Fibre optic networks and tcp/ip , private newswires, radio, pagers and some cellular phones can all be used to operate electronic displays.

Most importantly, these boards are used as &quot;silent sales man&quot;. They can be programmed to automatically be switched on and off given a time frame. Thus they become easy to use and with no maintenance cost.

About The Author

Paula Jones

Jayex Technology Limited, based in London specialise in advanced information display systems. Established in 1978 we have pioneered the development of the LED display market and now have over 18,000 customers worldwide. We offer, probably the largest range of models from small single line signs to big screen Megavision screens that can display live video and action replay in stadia.

<a href="http://jayex.co.uk" target="_new">jayex.co.uk</a>