do I decide what kind of advertising will be the most
business is different. Here are some things you might
consider in deciding what kind of advertising plan you
want to use.
Ask WHO is your market? Age has a lot to do with it, for
instance: families may be more likely to see a theatre
slide than the elderly. So, if you are advertising to
the local community and your target market is in their
teens, or up through middle age a theatre slide might
be a good way to go. Once your slide is prepared it can
advertise month after month for a much lesser cost than
say, a publication ad.
what if your market is the elderly and they don't usually
go to the theatre? You might want to consider the types
of magazine they like, or TV slides on the local TV station
if your market is local. What organizations are they affiliated
with and do those organizations have newsletters with
reasonable ad rates? Brochures can be placed in doctor's
offices, the library and the hospital waiting room.
about mailing houses? They keep demographics and addresses
of various markets. Stuffers in magazines or newspapers
might be another way to go. You do the layout and printing,
then deliver the printed flyers to their office where
they stuff them and send them out.
do I make a decision that fits in my budget?
layout costs are usually the lesser portion of your investment
because it is a one-time charge. So you will want to compare
not only ad layout costs, but display costs. You want
to compare your costs in the long-run. Display costs are
monthly costs and can add up fast. So even if you pay
a bit more than you originally wanted for the ad layout
or website, that cost won't come again like the display
costs will. Here are some comparisons.
Publication Ads: Depending on the magazine and
its circulation, publication ads can run anywhere from
$700.00 - 35,000.00 for a one-time exposure. Some folks
can't afford to advertise using a large ad with an order
form in a publication magazine, but can afford to place
a small ad leading people to the website. However, specialized
magazines belonging to organizations of which you are
a member might be quite affordable.
for local publications are also quite affordable. These
may include include maps, placemat ads in restaurants,
high school posters that include local ads, newspaper
and phone book ads.
website will display everything you have to offer. Space
is virtually unlimited. It has a potential for worldwide
exposure. You have the ability to take orders or simply
lead folks to contact you. You can take orders through
an order form or a shopping cart. Once your website
is set up, unless your inventory changes often, it is
there forever. Maintenance or updates may need to be
done periodically, but your initial ad investment is
in the setup, unlike a publication ad where you can
pay much more than for a website and it is only shown
for one month, and then gone.
display costs will be your website space, (as little
as $14.99 mo.), your website URL (website name) which
can run as little as $14.99 year. If you have a
shopping cart you will have charges from your bank as
well, through using your ordering and payment system.
you should want a website but cannot afford the cost
you might want to start out with a one-page flyer website
page, which can be expanded as your advertising budget
your market is local this might be good exposure for
slides can also be sent to local TV stations who use
them in a slide show.
are great to place on your automobile or work truck.
Smaller ones can be made the size of bumper stickers
or business cards for promotional gifts. They are reasonable
cost and do generate interest. Like theatre slides,
they should be simple to be read quickly and include
a phone number and possibly a website.
Posters and Flyers:
Again, consider your market. If it is local,
and there are certain places your market gathers you
may get some good exposure this way. Once your printing
is done there are no more display costs.
you are not already, you might consider becoming a member
of your local Chamber
of Commerce. They may offer to do a write-up about your
business in their newsletter and all ow you to place
your brochures and business cards in their office. They
also may have a reasonable price for placing an ad or
a flyer in the Chamber newsletter.
towns and cities hold a business showcase each year
to promote local businesses. You can set up a display
at shows or get a booth. You would certainly want some
brochures, flyers or posters available as well as your
business card to hand out at such events. Involvement
with the community helps to get you and your product
can save money by mailing flyers along with your product
to customers who order. This can be a great way to avoid
postage costs and reach your target market with other
products you have to offer.
houses can be expensive mostly because of postage costs,
but they have demographics for specific markets and
addresses that you may not have, and they do all the
labeling and mailing for you. You pay according to number
to be sent and area to be covered.
Business cards can be
bright and colorful, printed on both sides, or even
doubled or tripled in width or height and folded. They
can have lots of photos and design, just like any other
ad. No matter what other method or methods of advertising
you choose, the business card is something you always
need to have on hand, and they are one of the least
expensive types of ads you can do. Once your design
is done you only need to keep them printed up.
do I decide what I can afford?
After you have considered display costs compared to exposure
for your market, consider the following;
How many customer orders it will take to pay for your
advertising investment? Your layout is only a one-time
fee, but the display fees can come every month or with
every advertisement exposure.
A website will take time to grow, but your other advertising
costs can be cut by using smaller ads and leading people
to your website. Your online search engine exposure will
grow in time but your monthly costs will remain small.
You will then have money to work with for other advertising
methods. You also might want to make money with your website
by leading visitors to other websites. For instance, a
consulting business for florists might want to promote
the florist shops they service with their
location and contact info. and
a link to their webite. Each florist in the system might
pay a small monthly fee for this service. These can add
up to a nice bit of residual income for the website owner.
Remember, the images you have prepared for use in the
first ad layouts will be available to use in future ad
layouts, which will save you on design time for your next
project. So take a good deep breath, and take your advertising
goals a step at a time. With each little step you should
see results that will help you take the next one while
remaining financially stable.
we have this tomorrow?
Quality design may take several layout ideas stemming
from one basic idea and set of photographs. After the
first draft is finished, or several layout ideas, I will
need for you to go over the drafts and choose which layout
or parts of different layouts you would like to blend
to make your final draft. The final draft must then be
approved by you before printing, and then there's the
printing time, so you had better give yourself some time
you do long-distance work?
PROBLEM! Though I would love to meet with you personally,
we can do everything we need to do over the phone, through
e-mail and through the web. I can send you layouts to
approve or change by way of e-mail or can display them
on a website page. I can send final products, CD Rom and
print-outs through the mail. You can set up printing in
your area and I can prepare the files in the formats that
your printer requests.
do you bill?
Some projects carry a flat fee for the job, such as for
Websites and Custom
Business Card designs. Most hourly projects are billed
at an estimated 50% down payment at the start of the project
and the balance upon completion. Large projects can be
billed in monthly payments. Standard websites have a $500.00
deposit and are billed as the work is completed thereafter.
invoices detail the work accomplished and how long each
task took. Balance is due at the completion of
each stage of the work or when a project is finished unless
other arrangements have been made. Monthly payments for
large projects are possible. Call and talk with me.