Smart Recession Beating Action for Small Business
May 25th 2009 02:05
You Can Take Action In The Recession To Boost Your Business Results.
(And it doesn't have to bust your budget.)
You and I could be very much alike... I bet we both shake our heads in wonder when we see some of the latest TV advertisements.
I mean, lately when I see a new ad, I'll watch it - hey, it's new, right?
And when I watch it, I'm waiting to see what the point of it is...
I have to say, most of the time, I am dumbstruck by whatever alleged "genius" may have been called upon to concoct the ad campaigns.
I won't name brand names here for fear of litigation, but the ad about the baby vegetables... where the young couple talk all goo-goo gah-gah to their baby bags of peas...
BLURGH!
What an irritating stupid and annoying ad. I can see why I would buy that product, after such a compelling ad... NOT!
I could waffle excessively about endless streams of these kinds of mindless and expensive drivel.
However, the point of today's blog is to talk about ways for Small Business to take a competitive stance in the current recession and turn difficult times into better ones.
1. If you are thinking of having an advertising or media agency create a Television advertisement for your Small Business - DON'T.
No, please, I am serious.
You won't get much spare change out of $30,000.00 if you can get away with it at that price... and I bet you can ill-afford to spend that kind of money when it comes with NO guarantees of success.
Arguments against expensive TV advertising:
It comes with a spray and pray mentality - unless you have a random and completely untargetted audience, you don't want to spend money on advertising that reaches out to people who don't give a rats xxx whether you have a new product, a new service or a fantastic new package deal to offer.
2. If you think it might be better to use cheaper radio advertising - DON'T!!
Just like TV, radio ads reach a random audience and unless you have a guarantee for the number of listeners and the demographics to fit your product or service, you are pouring money down the drain.
3. So, maybe you're thinking newspaper... yes... there's a good medium.
DON'T!
Expensive.
Untargetted.
And no guarantee your target market even read a newspaper these days.
4. Okay - so maybe a good catalogue mailout...
NOOOO!!!
STOP!
Expensive.
Wasteful - for you and the environment.
Untargetted.
And a good half of them will end up in the recycle bin straight from the mailbox.
SO, WHAT, THEN???
Great question... glad you asked.
Don't use expensive advertising... Instead sit down, look at your business and consider the most valuable things about your business.
Can it run without you?
If not, does that make you the expert?
If so, do your customers know this?
Why do customers shop or spend with you?
Have you ever asked them?
If not, why not?
Are you using technology within your business?
If no, why not?
Do you think it is expensive?
If you are, are you putting it to the best use?
What is so special about your business anyway?
Have any of your customers told you that?
Do you have goals or visions for your business?
Do you even want to grow your business?
Could you sustain your business growth with the right staffing and infrastructure?
LOTS of questions and we haven't even started.
I have many more questions. And you can find out the answers if you connect with me.
(And it doesn't have to bust your budget.)
You and I could be very much alike... I bet we both shake our heads in wonder when we see some of the latest TV advertisements.
I mean, lately when I see a new ad, I'll watch it - hey, it's new, right?
And when I watch it, I'm waiting to see what the point of it is...
I have to say, most of the time, I am dumbstruck by whatever alleged "genius" may have been called upon to concoct the ad campaigns.
I won't name brand names here for fear of litigation, but the ad about the baby vegetables... where the young couple talk all goo-goo gah-gah to their baby bags of peas...
BLURGH!
What an irritating stupid and annoying ad. I can see why I would buy that product, after such a compelling ad... NOT!
I could waffle excessively about endless streams of these kinds of mindless and expensive drivel.
However, the point of today's blog is to talk about ways for Small Business to take a competitive stance in the current recession and turn difficult times into better ones.
1. If you are thinking of having an advertising or media agency create a Television advertisement for your Small Business - DON'T.
No, please, I am serious.
You won't get much spare change out of $30,000.00 if you can get away with it at that price... and I bet you can ill-afford to spend that kind of money when it comes with NO guarantees of success.
Arguments against expensive TV advertising:
It comes with a spray and pray mentality - unless you have a random and completely untargetted audience, you don't want to spend money on advertising that reaches out to people who don't give a rats xxx whether you have a new product, a new service or a fantastic new package deal to offer.
2. If you think it might be better to use cheaper radio advertising - DON'T!!
Just like TV, radio ads reach a random audience and unless you have a guarantee for the number of listeners and the demographics to fit your product or service, you are pouring money down the drain.
3. So, maybe you're thinking newspaper... yes... there's a good medium.
DON'T!
Expensive.
Untargetted.
And no guarantee your target market even read a newspaper these days.
4. Okay - so maybe a good catalogue mailout...
NOOOO!!!
STOP!
Expensive.
Wasteful - for you and the environment.
Untargetted.
And a good half of them will end up in the recycle bin straight from the mailbox.
SO, WHAT, THEN???
Great question... glad you asked.
Don't use expensive advertising... Instead sit down, look at your business and consider the most valuable things about your business.
Can it run without you?
If not, does that make you the expert?
If so, do your customers know this?
Why do customers shop or spend with you?
Have you ever asked them?
If not, why not?
Are you using technology within your business?
If no, why not?
Do you think it is expensive?
If you are, are you putting it to the best use?
What is so special about your business anyway?
Have any of your customers told you that?
Do you have goals or visions for your business?
Do you even want to grow your business?
Could you sustain your business growth with the right staffing and infrastructure?
LOTS of questions and we haven't even started.
I have many more questions. And you can find out the answers if you connect with me.
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