NFIB

Costly Advertising Mistakes
07/ 29/ 2002

by Vicki Gerson

Whether you are new to advertising your business or you've been running successful campaigns for years, you need to be aware of the common and costly advertising mistakes many small to mid-size business owners make.

Failing to track results

Do you know where your business is coming from? Many small to mid-size business owners never bother to ask. It is important to know if the ads you place in Newspaper X or in Newspaper Y are actually bringing you customers. If no one is responding to your ad from Newspaper X, why keep spending part of your advertising budget there?

Failing to develop exciting promotions or events to maximize your advertising impact

If your business sells barbecue grills, have a promotion that involves a cookout to show them off. Involve local chefs who could demonstrate how to grill food with flair, and let customers enjoy the samples.

Even if your business doesn't sell products that can easily be tied to an event, you can participate in other promotional activities. Work with a charity to raise money, donating a portion of your profits for a specified period.

Failing to create a distinctive and consistent theme for your advertising

Some businesses have theme music. The moment the consumer hears a few bars of the music, they know whose ad it is. Some businesses have logos that immediately brand them. Every business needs a distinctive feature to set them apart from competitors.

Failing to test new ad copy or new ad offers

Keeping a distinctive and consistent theme in your advertising doesn't mean the copy or means of promotion never changes.

It always pays to listen to new ad offers. However, ask to see the demographic breakdown so you know if this is the right place to advertise. For instance, if you're thinking about advertising in a local newspaper 100 miles from your place of business because you're being offered unbelievably low rates, consider first whether their readers are likely to travel.

Failing to promote to current and past customers

Send flyers, emails or letters to current and past customers informing them of new products and special promotions.

Advertising evenly throughout the year

If you own a garden shop, is it wise to advertise evenly throughout the year? Probably not, especially if you experience cold winters. Look at your sales and see when they are the heaviest. Tailor your advertising to right before and during that time period.

A final thought

Map out a six-month or one-year plan. Then carefully decide how and where you will advertise to get the most return on your dollars. Your ultimate goal should be increasing your business's visibility and profitability.

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