Finding Advertising Solutions

I recently engaged a local entrepreneur in conversation about advertising and during that conversation he lamented his limited advertising and public relations options. He started his business less than a year ago and had been struggling to find his marketing niche. Early on he had some success with picket signs placed by busy roadways, but this venue had been denied to him due to fines resulting from a local civil ordinance. Desperate for a viable alternative to spread the word of his business, he turned to newspaper ads, but, at the time I talked to him, he had received exactly zero customers referred to him as a result of those ads, after three months time. At the time I offered him a few suggestions for advertising that I thought would fit with his increasingly dwindling strategic planning and advertising budget, and I'd like to detail those suggestions here, in case you find yourself in the same situation as my acquaintance.

Sticker Printing - While the government can regulate where you post your signs, they aren't going to regulate what you do with your own property. Now there's only so much you can accomplish with picket signs outside your business, but what about putting stickers, magnet signs or even vinyl wraps on your company vehicles or even your personal car? This solves the problem of finding the perfect placement for your ad and ensures that whether your headed out for a quick lunch or if you're stuck in rush hour traffic, people are seeing your company name.

Direct Mailing - In situations where advertising solutions money is tight, its important to make every dollar count. In this regard, direct mail campaigns are a great marketing solution. Whether its brochures, postcards or flyers, you'll be using a mailing list that can be narrowed down to a specific region, a specific age group and even specific economic groups. That way you are ensuring your marketing message reaches the type of consumer most likely to respond to your ads. Direct mail also has the benefit of generating a quicker response than many other forms of advertising.

So, how did things turn out for my acquaintance? Well, he was a little shy about coming up with the sort of custom printing needed for vehicle signs and decided to go with postcard mailing. While it's too soon to say what the final results will be, he did relate to me that he was seeing a response at least on par with and seemingly greater than his old picket sign advertising and certainly greater than the zero customer response to the ads he had been running in the local paper. In the end, the only measure of success is results.

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