Creating Your Advertising Plan
Even on a tight budget, you can get the results you want.
By Kathy J. Kobliski
| December 10, 2001
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Q: What should I put in my advertising plan if I'm
advertising a craft supply store? What topics should I cover?
I'm lost, I don't know what to do, and I have to do the
advertising myself on a small advertising budget. A: Once you know what people (demographics) you need to
reach, you will need to cover your store name and location;
business hours; URL; and, for all mediums besides radio, your phone
and fax numbers (unless you have an easily remembered toll-free
number that people won't have to write down). With the time
left in your 30- or 60- second script, you need to provide
information that will entice people to visit your store rather than
a competitor's. Do you carry unusual brands or a wider range of
brands? Are your prices better? Can you deliver or ship? Are you
open longer hours? Do you hold craft fairs on the weekends or give
lessons to crafters? Can you offer your location as a meeting place
for quilters one evening a week? Advertise the things you can
provide that your competitors cannot. That's what will bring
you business. Chances are, you will have one or more really talented media
reps at your disposal to help write and produce copy for you. If
your budget is really small, you will no doubt start with some form
of print, perhaps in a local weekly or daily paper. Use whatever
space you can afford, and include a coupon as part of the ad to
provide readers with a reason to give it a second look right off
the bat. This is a good idea for any kind of business-making your
print dollars do "double duty." Make the coupon
worthwhile--a 10 percent discount isn't going to make anyone
get off the couch--but not so good that you'll attract people
who will only come in for that one good deal and never return.
Restaurants that run "buy one, get one free" dinner ads
often see customers that one time and never again. And put an end
date on the coupon so that it will expire within a short period of
time (perhaps a few weeks or at the end of the month). Content Continues Below
As far as buying media, ask some of your media reps for names of
small ad agencies that will buy media on a commission basis. That
way, it won't cost any more, but you'll have someone with
experience negotiating rates and placing your ad dollars correctly
for you. A word of caution: Newspapers don't recognize ad
agencies, so if you're only doing print, you will have to pay
the 15 percent agency fee, but that's better than losing 100
percent by placing your ad in the wrong place at the wrong
time. I would highly recommend an adult education class. Call your
local SBA office
or community college, and ask if they have offer any classes on
media-buying.
Kathy Kobliski is the founder and president of Silent Partner
Advertising, where she oversees multimedia advertising budgets for
retail and service clients. Her book, Advertising Without an Agency, was written for
businesses owners who are working with small advertising budgets
and can't afford professional help. You can reach Kathy via her
website at www.silentpartneradvertising.com.
The opinions expressed in this column are those
of the author, not of Entrepreneur.com. All answers are intended to
be general in nature, without regard to specific geographical areas
or circumstances, and should only be relied upon after consulting
an appropriate expert, such as an attorney or
accountant.
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