How to Create a Small Business Advertising Campaign

The great thing about a well-planned advertising campaign for a small business is that the time and effort spent in the planning stage should offset having a limited budget. I've known other business owners who have spent lots of money on ads without planning, and the results aren't pretty. The very fact that you want to have an overall plan is going to give you an advantage. In this article, I want to give you more detailed and practical tips on getting your plan accomplished.

1) First, Realize That Advertising Does Not Have to Be Expensive to Be Effective

I believe the best forms of advertising are the kinds that keep as much money in your business as possible. Jay Levinson's "Guerrilla Marketing" is a great book to start if you're brainstorming ideas on methods you can use. You may end up finding several inexpensive techniques that cost the same financially but reach more people than one expensive technique.

2) Let Word-of-Mouth Advertising Work in Your Favor

An example of this would be giving an existing customer a special deal on your product or service (with the understanding that it's a situation where you're both winning), and tell them you'll offer the same special deal to their friends if they mention your customer referred them. Even if a customer only refers one other person, send them a thank you card or small gift. This will encourage them to send more people over time because they have an incentive to do so.

3) Creating Incentives That Don't Cost You Money Upfront

Another way to generate more sales from your existing customer base is to offer incentives such as $10 off for every $100 spent. If the person was originally going to spend $75, they'll likely go ahead and spend the $100 just to get that incentive. It's still a win-win situation for both parties.

4) Partner With Other Small Businesses and Community Organizations

This can help you by spreading out expenses and can allow you to reach more people as well. For example, you'd be amazed at how inexpensive it is to sponsor a local high school sports team (along with other businesses) compared to other forms of advertising.

Additional Tip:

• Take some time to study the advertising techniques of successful small businesses in your local area. After awhile, you may notice some trends that will help you.