3 Places Not to Advertise
2009
Even if you don’t have a marketing budget, you probably have an ad budget. Or, you’re somewhat willing to spend some money on advertising, even if it’s a directory listing, because somewhere you bought into the idea that you have to get the word out on your business.
True: Marketing budgets usually contain some allocation to advertising.
False: Having an ad budget does not mean you have a marketing budget. Do not confuse them. More on this in a future post.
For this post, take a close eye at where you are spending any ad dollars. Here are 3 places to avoid:
1. The Yellow Pages. Unless your business is extremely local, and unless you’re a plumber — this is no longer the vehicle it used to be. Most people searching for local businesses use internet directories, many of which are free. And, if your business is extremely local, unless you are a pizza parlor, I’d ask why you’ve put limits on your own geographic reach.
2. The Trade Press. Advertising in your own trades is just an ego boost. Trades advertising is best for vendors to your business — manufacturers, supply chain vendors and services who cater to your business. Small businesses who advertise in their own trades are largely trying to look bigger to their competitors. There’s a place for this type of campaign, but it’s not for the majority of small businesses with limited marketing budgets.
3. The Local Baseball Field. There’s some value to having your name as a sponsor on local playing field. However, it’s not all that much and it’s largely community service. I’m not saying don’t put your logo and name on playing field, but if you do –realize you are doing it for 2 reasons. One, again is ego. Ego has no place in marketing. The second is to be a good community citizen, and there’s great value in that. However, then you should have the dollars allocated from the community service side of your marketing budget or plan and not from the ad budget. After all, you are not largely reaching your key target audience and your ROI is likely to be low if measurable at all.
There are many crazy places to advertise these days from urinal stalls to stadium turnstiles. Most are not recommended. Unless you are a BIG GUY (in branding not in personal height or weight), don’t consider the crazy notions until you’ve got basics covered. What are the basics? That’s a difficult question that varies by company, goals and plan. But, I can tell you the three above are not part of anyone’s basics unless they are living in the 1950’s.
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