I  have been remiss about writing about advertising.  Advertising doesn’t have to be this big, scary, mysterious thing.  Some versions of advertising can be quite simple and even inexpensive.

There are many purposes for advertising.  The one I will refer to today can  build or expand your brand, or to increase sales.  I am referring to advertising in your local community.  I always tell clients to make sure your reputation is solid where you live first, then you can expand your horizons.

Here are some simple and inexpensive ways to advertise while making your company visible in your local community.  Some of these ways are very inexpensive.  Consider spending your marketing and advertising dollars in these ways:

• Don’t overlook your own company web site.  Do you have specials on it?
• Sponsor a church or professional organization newsletter.
• One of my favorite:  Do you have company vehicles?  Let your employees take them home.  They will advertise in a wide variety of neighborhoods.  Caution:  How do they look though?  Do they present the image you desire?
• Sponsor your child’s sports team (jerseys, etc).
• Advertise in your local school’s sports calendars or play bulletins.  (If you’re reputable, they will ask you back every year!)
• Don’t forget to advertise in your employee’s activities as well.  They will feel like you are supporting them and their families.
• Do cooperative advertising with other non-competitive businesses in your area.
• YouTube videos.  You might be able to produce them yourself….but with caution.
• Donate your promotional materials to local events (pens/hats/t-shirts for their giveaways, raffles or prizes.
• Advertising in local community newspapers can be effective – ask me how.
• Get a booth in your local community festivals.
• Put your business cards (or perhaps rack cards)  in local community businesses (that allow it). Some will possibly even let you put in displays).
• How about a display in your local community bank where you bank!
• Advertise with your local chamber of commerce, or perhaps your Better Business Bureau (yes they do advertise!).
• Get a booth in your local county fairs.
• Participate in local community health fairs or other events.

These are just a few ways.  There are many more.  These are older ways of doing advertising, yet some are still effective, especially considering that all your competition has moved almost exclusively to internet advertising.  Don’t do exactly what everyone else is doing.  Remember, you are trying to differentiate yourself from your competition!

If you have manufacturers for products that you sell, always remember to ask them if there are cooperative marketing dollars available for advertising.  It never hurts to ask.

Now, for more expensive forms of advertising.

Internet advertising has many forms.  A few are Googles Adwords, Facebook ads and other paid search engine ads.  You should get help on this from a professional so you don’t waste your money.  They can be very expensive.  They should actually be a part of your bigger Search Engine Marketing (SEM) program.

If billboards are available in your community, they can be an expensive, but are an effective means of advertising.  Get help in this area.

Radio ads, if used effectively, still produce results.  Especially on AM radio.  Get a professional to help you with this one.

For the granddaddy, there are still TV ads, which are still the most expensive, but hit a wide audience.  Use a pro to help you.

You don’t always have to go for the most obvious or expensive forms of advertising. Start small, and spread your budget over many areas.  It always depends on what your goals are.  Advertising is one of the biggest ways businesses loose large amounts of money every year.  Your marketing and advertising budget is likely somewhat limited.  It’s always good to get a professional (like us) to help you wade through the myriad of choices when spending that budget.  I know this philosophy goes against what they will tell you at newspapers, radio and other print ads.  Just remember who benefits from spending your advertising dollars.  They do.

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