Small Business Toolbox

A library of business management info


Advertising

  • Pursuing Sponsorship Opportunities
    07/14/2008
    In business, people talk about doing well by doing good. From employing environmentally sound business practices to giving a portion of proceeds to charities, there are countless ways for your business to give back. A prime example of an opportunity to boost your business by helping out your community can be found in event sponsorship. Read on to find out how to choose the right events and get the most out of your sponsorship.
  • How to Pique Customer Interest With Promotions
    07/09/2008
    I once received promotional material for a new mall that included a letter with a car key attached. The letter explained that during its opening weekend there would be a new car at the mall and my key might just be the one that opened it. Did I really believe that out of all the keys they sent out mine would be the lucky one? Not really, but that didn't stop me from giving it a shot and visiting the new mall. I didn't win the new car of course, but I did help fulfill the promotion's true purpose: I visited the new stores and went home with several shopping bags.
  • Advertising on a Shoestring Budget
    07/02/2008
    I would like to advertise more, but, I have a limited budget—especially these days. What about shoestring advertising?
  • To Advertise or Not: Deciding When Advertising is Right for Your New Business
    03/26/2008
    Advertising is an inescapable part of life, a fact evident each time you turn on the television, drive past endless billboards or sit down to check your email. As a small business owner with a limited budget, you may be more sensitive to the ads surrounding you than most. Do you have a recurring fantasy about the kinds of commercials you'd like to make and how much business they'd bring in? Have you been setting aside money to start your advertising campaign? While most businesses pay for advertising eventually, make sure the time is right before plunging in. Read on to find out if the risk of the expense will pay off for your business.
  • Use Your Blog as a Marketing Tool
    12/26/2007
    Do you have a blog? Ever considered starting one? According to CyberJournalist.net, as of last year, there were 50 million blogs out there in cyberspace, and blogging keeps growing as a popular method of communication, especially among young adults. As a young entrepreneur, however, you have to be more careful about how you represent yourself online than most of your fellow students do. When handled correctly, your blog could even help you increase business. Read on to find out the dos and don’ts of blogging.
  • Promoting Podcasts
    10/10/2007
    Also known as webcasts or online broadcasting, podcasts are multimedia files that can be automatically downloaded to subscribers' personal computers or played on mobile devices such as iPods. If you prefer to communicate via the spoken word, podcasts can be a viable tool for conveying information to employees, clients or prospects. However, you will have to take certain steps to help the right people find your messages.
  • The Significance of E-mail Signature Lines
    08/23/2007
    Sending e-mail inevitably takes up a portion of your workday. But rather than seeing it as a chore, think of your e-mail correspondence as yet another way you can promote your small business. Promptly answering customer inquiries, sending e-newsletters and following up on recent leads are all ways that you may already be using e-mail to keep your company growing. One of the most basic ways to advance your business through e-mail, however, is also one often overlooked. A signature line attached to your outgoing mail can serve as an electronic business card, not to mention help you better brand your business and inform your customers. So before you hit send one more time, make sure your signature line says all it needs to about you and your business.
  • Marketing to Baby-Boomer Women
    04/04/2007
    Women in the baby-boomer generation are fast becoming the most powerful consumers in America, influencing as much as 80 percent of the $2.1 trillion that boomers spend on consumer goods and services, according to a Boom: Marketing to the Ultimate Power Consumer--the Baby Boomer Woman (American Management Association, 2006). At the peak of their careers, these women have more discretionary income than ever and make most of the purchasing decisions for their household. How do you get their attention? Before revamping your marketing materials, Authors Mary Brown and Carol Orsborn recommend considering these facts about the boomer woman.
  • Paid Search Advertising Options for Small-Business Owners
    02/23/2007
    Small-business owners want increased control of marketing dollars and are demanding visibility into performance and return on investment. But, developing and executing integrated marketing plans that are both tactical and strategic and deliver the performance businesses expect can be a daunting experience. There are a myriad of marketing possibilities to juggle, including direct mail, ad-placement in industry publications, Yellow Pages, TV/radio and, more now than ever before, the Internet.
  • Tips for Selecting a Graphic Design Firm or Advertising Agency
    01/17/2007
    The selection of an individual or firm to handle your marketing is one of the most important decisions a small company can make. Often, the choice involves a trade-off between quality and price--or at least between experience and price. Some full-service advertising agencies and graphic design firms are geared to work with deep-pocket corporations and will be beyond a small company's budget. Many, however, provide excellent service at more reasonable rates.
  • Trade-Show Savvy
    11/10/2006
    Trade shows offer a priceless opportunity to build awareness of your company and your services and maybe even gain new customers. But whether you attend one or 20 trade shows throughout the year, if you don't take the right steps to leverage the opportunity to your benefit, it will always be a disappointment. Attending a trade show in not cheap, and the last thing you want to do is waste your time and money.
  • Bag of Tricks
    11/07/2006
    Not every small-business owner can afford to launch a slick marketing or advertising campaign or pay for a public relations professional to help with publicity. For most small-business owners, it is up to them to create a buzz about their products and services. If your marketing/advertising budget is limited, how do you promote your business enough to attract a steady stream of new and loyal customers? It may be easier than you think.
  • The Importance of Being Honest
    11/06/2006
    Advertising is regulated both by the Federal Trade Commission and at the state level, and non-compliance can be costly. Before you release any advertisement, it pays to check out the state and federal rules to make sure you are in compliance.
  • Networking 101: Getting Outside Your Friends and Family Circle to Make Business Contacts
    10/25/2006
    Your roommate and your mom may very well always be your most faithful customers; but if you want your business to grow, you can't depend on them to be your only customers. To continue cultivating new business, it might be time to enter the world of networking. Here are a few places to start.
  • Publicity Part I: Do You Have a Plan?
    10/11/2006
    You're running your business on limited budget. As the owner, you wear more hats than you can even remember on a given day. But we're going to ask you to put on one more, one that is often overlooked but can be the key to bringing you more customers and growing your business: publicity.
  • Small-Screen Stars
    09/20/2006
    New companies offer do-it-yourself TV advertising to small business
  • Uncommon Enterprise: On the Fly
    07/25/2006
    When it comes to providing advertising to customers, the sky's the limit for Jay Saber—literally. Saber, owner of Woodside, Calif.-based Roof Ads, offers companies over-the-top exposure for their businesses: For between $5,000 to $200,000, Saber paints a business' name or logo across a rooftop.
  • Brushed With Greatness
    05/25/2006
    After spending a week styling hair at the White House, Luna Howard knew her small business had made the cut.
  • A Perfect Fit
    05/25/2006
    Some small businesses are getting money from large, national brands.
  • The Next Big Thing
    05/24/2006
    A college campus is a great place to make contacts, introduce new products and sell, sell, sell. Take advantage of the thriving marketplace you’ll call home for the next four years and make an impact on the consumers there. Here are some great ideas and resources to use to market to your peers.
  • Advertising Is a Two-Way Street in the Internet Age
    03/31/2006
    Whether you run a small, part-time business out of your home or own a multinational corporation, tapping into the power of the Internet can help you generate sales. It can also backfire, if you don’t respect Internet conventions and simple courtesy.
  • Making the Most of Remnant Space Advertising
    03/24/2006
    A marketing tool that many small business owners don't know about is "remnant space advertising." Remnant space advertising opens up when media outlets do not sell all of their advertising space or time. This unsold space or airtime is called remnant space and can often be bought at big discounts.
  • Personal Branding: A Surefire Way to Make Your Business a Household Name
    03/03/2006
    "Branding" refers to a name or trademark that gives your company an easily, quickly recognizable image. Simply put, it’s what your business stands for in terms of quality, service, dependability, security and niche. Because of these characteristics, your products or services sell, and your business thrives.
  • Turning Your Art, Hobby Into a Small Business
    02/27/2006
    Many artists dream of finding galleries to display and sell their work. While this is a possibility, it's not an easy one to achieve, and it takes years to build the reputation necessary to command the kind of fees that pay the bills.
  • Basics of Co-op Advertising
    02/20/2006
    For you, the small-business owner, co-op funds offer a variety of benefits.
  • Finding Inexpensive Out-of-the-Box Marketing Ideas
    01/30/2006
    When your marketing ideas seem to be getting stale or unproductive, it may be time to come up with some unusual, out-of-the-box concepts. Coming up with highly innovative yet effective concepts is usually considered the domain of high-ticket advertising agencies, but these may beyond the budget of many small companies. Here are some ways to come up with out-of-the-box ideas inexpensively.
  • Increasing Sales by Capitalizing on an Untapped Market
    01/23/2006
    In order to reach target objectives and stay ahead of the competition this year, it is critical for businesses deliver better services to existing customers and expand their markets by developing new customer bases. One largely untapped market is the disability market—which can be an economically advantageous niche for business.
  • Drawing the Hispanic Market
    01/20/2006
    Being able to effectively communicate with as many people as possible is a key element in promoting and maintaining a business. One way to do this is to consider the needs of the fastest growing minority group in the country––Hispanics.
  • Making a Fresh Start in the New Year
    01/05/2006
    It is always a good idea to take stock at the beginning of the year and come up with some new ways to build your business. Here are some ideas you may not have considered.
  • Fax Laws: Help or Hindrance?
    12/22/2005
    Legislation recently passed in California means that effective Jan. 1, 2006, anyone sending advertising faxes to or within California must have prior written permission from the recipients. This law is more stringent than recent federal legislation passed this summer, the Junk Fax Prevention Act of 2005. The federal law permits the sending of unsolicited business faxes, including ads, when there is an "established business relationship" between sender and recipient.

    The new California legislation specifically states that the EBR exemption of the federal law does not apply in California to advertising faxes. Its interpretation is that everyone sending ad faxes to or within California must have prior written permission to do so.
  • Advertising Smarts: Making Every Dollar Count
    11/11/2005
    Every small-business owner experiences some degree of uncertainty when allocating advertising funds. The need for advertising is a no-brainer, but it brings up questions: Which media will give me the best return? How often should I advertise? How large should my ads be? What should my ads say? Which headline is the best?
  • Unnecessary Marketing Costs Can Drain Profitability
    07/22/2005
    Most small-business owners are reluctant to cut back on marketing once their overall plan is in place because they feel that doing so may jeopardize revenue. It’s true that, when it comes to marketing, it takes money to make money. But it’s important to periodically review all marketing costs to ensure that every dollar spent generates maximum returns.
  • Tips for Getting Free Advertising
    07/13/2005
    Media advertising is expensive, especially for small, start-up businesses. Most small businesses can benefit by integrating these methods of getting free advertising into their ongoing marketing efforts.
  • Going Metric: Not Including Metric Measurements in Ads Could Cost You Business Overseas
    07/08/2005
    Many small businesses in the United States place ads in international magazines, newspapers and other media. To be globally friendly, measurements in ads should include both metric and non-metric terms.
  • Elevator Pitches: Making Them Work for You
    02/02/2005
    Q: I have my business plan ready but keep hearing about preparing something called an "elevator pitch." What is that exactly, what is it used for and how do I create one?
  • Economical Ways to Get Traffic to Your Site
    01/07/2005
    A great way to encourage people to visit your Web site is to put your Web site address on everything: business cards, menus, signs, ads and postcards -- even printed receipts and invoices. A better idea is to give people a specific reason to visit your Web site: to sign up for your e-mail list or to find out about new products and offers.
  • On a Tight Marketing Budget? Consider Overnight Radio Ads
    12/02/2004
    Q: How can I grow my business without a lot of money?

    A: One inexpensive method of building your business that I am quite fond of is overnight radio advertising. It offers you the chance to get the word out without racking up huge bills.
  • Rising Above the Advertising Clutter
    11/05/2004
    It is difficult to rise above the current advertising clutter to increase your sales and market share in the contested fight for consumer dollars. Therefore, it’s important to weave a branding message throughout your advertising promotions. However, before you start changing your advertising you need to get answers to the following questions.
  • 'Tis the Season: Early Planning Is Key to Holiday Gifts and Promotions
    11/01/2004
    For consumers, the holiday season is a time for gifts, food, parties and merriment. But for savvy small-business owners, the holiday season is a time to show clients and customers an appreciation for their business and further cement the professional relationship in the process.
  • Advertise Your Business to Your Customers Creatively
    07/01/2004
    As a small-business owner it is important that you employ measures to let your customers gain knowledge about your business. There are a variety of creative ways to communicate with the public and advertise your business without spending the big bucks.
  • I'm Not a Spammer, So This Anti-Spam Law Doesn't Affect Me, Right?
    05/03/2004
    Any company that uses e-mail to communicate with customers and prospects needs to pay attention to the new federal CAN-SPAM law.
  • A Call to Action: Motivating Customers to Contact You
    01/21/2004
    Experienced sales professionals continually attempt to move a sales presentation in a direction that encourages a customer to buy.
  • Stretch Your Dollars With Co-op Advertising
    11/21/2003
    Co-op advertising is a cost-sharing arrangement between a manufacturer or supplier and a retailer whereby the manufacturer pays for a retailer's ad.
  • Short Copy: Understanding Its Purpose Can Increase Sales
    09/17/2003
    I believe it was Mark Twain that once said, "If I would have had time, I would have written a shorter letter."
  • Frequency Is the Key to Advertising Success
    09/09/2003
    Advertising research has shown that a consumer usually needs to see an ad five to seven times before responding.
  • Advertising When Your Budget is Zip, Zero or Less
    03/31/2003
    Even when you don't have a budget for advertising, you have to get the word out about your business.
  • Key Your Ads to Find Out Which Ones Work
    01/06/2003
    The response from multidimensional marketing efforts could be favorable, yet it is likely that one or more of the advertising vehicles isn't performing as well as the others.
  • Writing Classified Ads
    12/09/2002
    To write a successful classified ad, all the time-honored elements of successful advertising must be present.
  • Yellow Pages Advertising
    09/23/2002
    If you decide to advertise in the Yellow Pages with more than a one-line listing, here are some points to keep in mind.
  • Making Your Sales Copy Sell, Even in a Recession
    09/11/2002
    People who live and work in recession-laden times have specific criteria for making purchases.
  • How Readers Scan an Ad
    08/26/2002
    The designing of advertisements should be based on how readers scan through an ad when first looking at it: what tends to catch the eye first, second and so on.
  • Be a 60-Second Commercial
    08/12/2002
    When you're first introduced, the words you speak can send a powerful marketing message about you and your company.
  • Costly Advertising Mistakes
    07/29/2002
    Whether you are new to advertising your business or youÆve 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.
  • Seven Steps To Take Before You Hire an Ad Agency
    06/10/2002
    Though no one knows a company better than the founder, that individual may not be the best person to create the advertising and promotion necessary to take the company to profitable levels.
  • What Percentage of Your Revenue Should You Spend on Advertising?
    05/20/2002
    While a growing company shouldn't spend more on marketing than profits warrant, haphazard budgeting for marketing can be counterproductive over time.
  • Internet Advertising Tips
    04/15/2002
    Modern technology and the Internet have taken advertising to a new dimension.
  • Using Email to Market to Local Customers
    04/15/2002
    Sending unsolicited marketing E-mail over the Internet is usually considered "spamming" and makes many recipients angry.
  • Where Do Internet Companies Advertise?
    04/15/2002
    Internet companies advertise online, right? Yes and no. Today's Workshop explores the advertising techniques of online retailers.
  • Don't Break Your Budget on a Sales-oriented Web Site
    04/15/2002
    With the incredible numbers of people using the Internet daily, and with millions more joining the wave every month, it's easy to think that your new Web site is going to bring in big money selling your products.
  • You Laughed at the Commercial, But Can You Remember Its Message?
    04/03/2002
    Today's Workshop discusses why some popular types of TV and radio advertising may not be as effective as you think.
  • Seven Advertising Mistakes to Avoid
    04/03/2002
    Ever feel like you make the same mistake again and again? Get tips on breaking the habit in today's Tools & Tips article.
  • You Can't Fool All the People Any of the Time
    04/03/2002
    Today's Workshop lists a few marketing ploys to avoid.
  • How to Write Successful Classified Ads, Part I
    04/03/2002
    Classified advertising is to display advertising what beer is to champagne -- it's cheaper, and a lot more of it gets consumed.
  • Design and Print Your Own Advertising Materials
    04/03/2002
    If you've been depending on others for the design and printing of all your newsletters, flyers and other material, this could be the time for your to take the plunge into desktop publishing.
  • Build Advertising Success One Step at a Time
    04/03/2002
    Word of mouth is great but it can't do everything. Learn about the different aspects of advertising available to you and carefully select your choices.
  • Put It in Print
    04/03/2002
    Print advertising can be a great way to bring customers to your door and give your business the exposure it needs to be successful.
  • How to Write Successful Classified Ads, Part II
    04/03/2002
    This Workshop shares a few tips on how to write the most dynamic and effective classified advertising
  • Make It Snappy! -- Writing Useful, Attention-Getting Ads Takes Practice
    04/03/2002
    A number of small business owners are quite nervous about writing their own advertising copy.
  • Sign Language
    04/02/2002
    How do you find the businesses you use?
  • How to Save 15 Percent on Your Advertising
    04/02/2002
    This Workshop offers advice on how to save money in your advertising.
  • Institutional Advertising vs. Scientific Advertising
    04/02/2002
    You may have noticed that print advertising put out by many high-profile companies consists of a picture and clever headline, with little text.
  • Be Your Own Billboard
    03/25/2002
    When Cynthia McKay, CEO of Le Gourmet Gift Basket in Denver, Colo., founded her business in 1992, she would ride up and down the elevators of busy downtown Denver office buildings with a gift basket, like it was a delivery to someone in the building.
  • The Seven Times Factor
    03/22/2002
    A cardinal rule of thumb in advertising is: potential customers usually need to see the name of a product seven times or more before they're motivated enough to even think about making a purchase.
  • Specific Facts Give Great Strength to Advertising
    03/14/2002
    A cardinal rule of communication is to use precise and exact language whenever describing something.
  • Making Quick, Cheap Ads -- Creative Advertising on a Micro Budget
    03/14/2002
    Setting aside money for advertising isn't always easy for the smallest of businesses. No problem!
  • Energize Your Ads With Color
    03/14/2002
    When purchasing ad space in magazines and newspapers, you can always choose between black and white and color.
  • Proper Font Selection Can Make a Difference
    03/14/2002
    Have you ever seen a brochure or flyer that looks "homemade?" Or have you seen one that is practically unreadable because the type is too small, because the words are too close together, or because everything is in italics?
  • Should You Advertise on Billboards?
    03/14/2002
    Today's Workshop explains why it might not be cost-effective to buy a billboard, unless you have a unique business that can benefit from image advertising.
  • Getting Your Money's Worth While Covering All Your Advertising Bases
    03/14/2002
    The old saying, "Advertising doesn't cost, it pays" is true only in some instances.