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Finding new customers is the key challenge for
most small businesses. Through creative
advertising and promotion your business can
attract new customers and generate revenue. As a
small business, it is especially important you spend
your money effectively by targeting the type of
customers your business wants.
Options available include:
Advertising
The aim of advertising is to get customers' attention and
influence their behavior, usually to buy your product or
service. It can be expensive, so you need to ensure that you
are getting the right message to the right people.
Newspapers and Magazines
You can choose daily, weekly or local newspaper outlets.
Daily newspapers generally have the widest circulation, but
also the highest advertising costs.
Local papers target one geographical area and will tend to
have low business readership. They are often effective for
personal services.
Magazines will be useful if you are trying to reach a more
specialised target market, eg restaurants, specialty shops,
travel.
You need to match your target customers with the newspaper
readership and be certain the ad is placed in the appropriate
section of the paper.
Radio
Radio advertising is often not cost effective unless you have a
strong geographic or demographic target.
You need to ensure frequency of advertising to be effective.
Effective for press releases or community service
announcements. Be sure to identify the right station and prime
listening times for your target market. Check the station's
audience profile.
most small businesses. Through creative
advertising and promotion your business can
attract new customers and generate revenue. As a
small business, it is especially important you spend
your money effectively by targeting the type of
customers your business wants.
Options available include:
Advertising
The aim of advertising is to get customers' attention and
influence their behavior, usually to buy your product or
service. It can be expensive, so you need to ensure that you
are getting the right message to the right people.
Newspapers and Magazines
You can choose daily, weekly or local newspaper outlets.
Daily newspapers generally have the widest circulation, but
also the highest advertising costs.
Local papers target one geographical area and will tend to
have low business readership. They are often effective for
personal services.
Magazines will be useful if you are trying to reach a more
specialised target market, eg restaurants, specialty shops,
travel.
You need to match your target customers with the newspaper
readership and be certain the ad is placed in the appropriate
section of the paper.
Radio
Radio advertising is often not cost effective unless you have a
strong geographic or demographic target.
You need to ensure frequency of advertising to be effective.
Effective for press releases or community service
announcements. Be sure to identify the right station and prime
listening times for your target market. Check the station's
audience profile.
Television
TV advertising is very expensive and reaches a mass market, so you may be paying for people who
are not in your target market. Consider joint advertising with similar businesses or submitting your
products to a lifestyle program or shopping channel.
Yellow Pages
This can be one of the most effective advertising outlets, as potential customers are looking to buy.
If that's how customers are reaching you, spend as much as you can afford. Stand out from the pack
and look different from your competitors.
Brochures/Mail Outs/Flyers
Personally-addressed mail outs have a better chance of success. Mailbox drops are generally not
effective. Build your own lists or use a database in line with your target market. Visit your local
Business Advisory Service to use the Business Who's Who.
Internet
Websites, Email, and Online Ads are becoming increasingly popular for generating exposure.
Every business should have some type of online presence.
Pulled from an excerpt on © The Crown in right of the State of New South Wales 2001
TV advertising is very expensive and reaches a mass market, so you may be paying for people who
are not in your target market. Consider joint advertising with similar businesses or submitting your
products to a lifestyle program or shopping channel.
Yellow Pages
This can be one of the most effective advertising outlets, as potential customers are looking to buy.
If that's how customers are reaching you, spend as much as you can afford. Stand out from the pack
and look different from your competitors.
Brochures/Mail Outs/Flyers
Personally-addressed mail outs have a better chance of success. Mailbox drops are generally not
effective. Build your own lists or use a database in line with your target market. Visit your local
Business Advisory Service to use the Business Who's Who.
Internet
Websites, Email, and Online Ads are becoming increasingly popular for generating exposure.
Every business should have some type of online presence.
Pulled from an excerpt on © The Crown in right of the State of New South Wales 2001
