Advertising Avenues/Options
Get your campaign off the ground

USE OTHER PROMOTIONAL AVENUES

When developing your advertising schedule, be sure to take advantage of any special editorial or promotional coverage planned in the media you select. Newspapers, for example, often run special sections featuring real estate, investing, home and garden improvement, and tax advice. Magazines also often focus on specific themes in each issue.

Other advertising options include:

• Printing your company name and graphic identity on pens, paper pads, letter openers, paperweights, calendars and other giveaway items for your customers.
• Putting your message on billboards, inside buses, in subways, on vehicles, on building signs, parking meters, telephone poles, and shopping bags.
• Posting your message on the Internet.
• Co-sponsor events with nonprofit organizations and advertise your participation attend.
• Have a display at consumer or business trade shows
• Create tie-in promotions with related businesses.
• Distribute newsletters
• Sponsor seminars
• Conduct contests or sweepstakes.
• Send advertising flyers along with billing statements.
• Use telemarketing to generate leads for salespeople.
• Develop sales kits with brochures and product samples.

And remember to:

• Determine your underlying objectives in running an advertising campaign and establish a realistic advertising budget.
• Figure your budget amount to be three to five percent of your annual revenues (although you'll need to leave room for adjustment, up or down.)
• Your advertising budget should cover newspaper, magazine, newsletter, radio, television, and direct mail advertising or other promotions.

The number of promotional tools used to deliver your message and repeat your business' name is
limited only by your imagination and your budget.

What You Should Know >>