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Advertising Costs
Getting Too
High?
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by: Diane Hughes
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Everyone knows
that advertising is essential to growing a
business. One problem that small business
owners have always faced is the high cost of
marketing. Most, however don't realize that
there is an effective way to reduce the cost
of your advertising while - at the same time
- increasing its reach.
Advertising co-ops are nothing new. Usually they
are a "perk" offered by major manufacturers to
encourage retailers to promote their products.
Because the retailer has direct access to customers
that would want to buy certain products, it only
makes sense that they should do joint advertising.
You've seen it - McDonalds mentioning Coke in their
commercials, Dell stating that you get a free Epson
printer with purchase and so on.
The retailer doesn't make the product the
manufacturer is providing, but it IS a great match
with what they DO offer. Nobody would want to eat a
Big Mac without something to drink, and a computer
wouldn't do a lot of good without a printer.
Now you can use this same strategy to create your
own advertising co-op to increase the reach of your
ads and drastically reduce the cost, too.
--- How It Works
Generally speaking, the cost of any advertisements
(bulk emailings, ezine ads, banners, newspaper,
etc.) would be split equally between all
participants. If you and two associates decide to
purchase a solo ad, you would each receive equal
mentions in the ad and you would each pay equal
portions of the cost.
So if the solo ad were going to a list of 200,000
and cost $150, each of the three would pay $50. You
get to reach 200,000 people for 1/3 the cost you
would have normally paid. And, because this ad
relates you to other types of businesses, you
actually expand your advertising reach.
--- Getting Started
So who would be qualified to enter into an ad co-op
with you? It depends on the nature of your
business. Think of others that reach your same
target customer and make a list. If you design Web
sites, you might approach hosting companies,
graphic artists, copywriters or programmers. If
your business is landscaping, you could invite yard
maintenance companies to join you.
Once you have a list of one or more business types,
think of current associates you know who belong to
those groups. Also, ask others if they know of any
reliable businesses that fall into the categories
you've outlined.
--- Making the Approach
When you have a list of businesses to approach,
simply write or email them with your offer. Be sure
to point out the benefits such as:
* a win-win situation
* reduced cost of advertising
* expanded reach of advertising
* larger, more prominent ads for a fraction of the
cost
Also, be sure to ask about the advertising outlets
these businesses currently use. You will likely
find new avenues that lead to greater exposure.
--- Finalizing the Deal
You'll need to work out payment arrangements with
your partners prior to placing the ad(s). The best
way I have found to handle the finances is for each
party to pay me for their portion of the cost with
a credit card. I then place the ad order with MY
credit card. This way, you are assured of receiving
the dollar amount due to you; and your partners
have the assurance that - should you default on
your end of the deal - they have recourse for
getting their money back.
Working in cooperation with other businesses can
lead to tremendous successes with advertising. When
like-minded companies pool their resources to reach
one target audience, the impact is doubled while
the cost is reduced by at least half. That's the
best advertising bargain around today!
About the author:
Diane C. Hughes * ProBizTips.com
FREE Report: Amazingly Simple (Yet Super
Powerful)
Ways To Skyrocket Your Sales And Build Your
Business
Into A Tower of Profits! ==>>
http://madmarketer.com/diane
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