Publicity, the Cheapest Form of Advertising
We print a fair number of the e-mails and letters that we receive, and continue to get phone calls with a wide variety of questions. Over the last few weeks, as an example, we were asked to recommend a consultant for a private label card program, a bank that could help authorize scrip transactions, and a source for MAC POS software, but the most often asked question has to do with getting an organization's name in print. This question comes in a variety of forms and we get it every week from someone.
Aside from doing our part in giving publicity to an organization through The Green Sheet, we too believe that this is an important element of any successful business' marketing efforts. Getting your organization's name in print is important in the materials that you give to your prospects, and it often matters little how much it actually says about you. As you've undoubtedly noticed by now, The Green Sheet accepts a variety of advertising: display advertising in the pages of our print version, free classifieds in our on-line version, and line advertising in our Resource Guide which is presented in our print and on-line versions.
The demand has been great and space is filling up, but some may be wondering, "Why do people advertise? Should I?"
Well, ask yourself two questions:
1. Do I want to increase sales?
2. Do I want to promote the identity of my company?
If those answers are yes (and they should be!) then advertising (and not just in The Green Sheet), may be for you.
Some believe that the key to effective advertising is to run a 6-time campaign, others feel that 9 or 12 is the way to go (think Energizer Bunny). Whatever you choose, remember that advertising alone will not accomplish your goals. Ads must be part of a larger marketing plan which includes promotions, direct mail, and public relations.
If you do choose to include advertising in your business plan, you will need to determine if it is working. You should always ask clients and potential customers how they learned of your company, and you may want to take it a step further and include a coupon, identifying code, or special offer in your ad.
If you're seriously considering advertising and have more questions, your library or bookstore is stocked with plenty of books on the benefits and how-to's of advertising. Some titles which retail for less than $15 are:
Advertising Age: The Principles of Advertising at Work
Advertising for a Small Business Made Simple
How to Advertise
Did You See My Ad?
To help those who are still struggling with the question of how to get going, we suggest that you check out www.Publicity.com. Publicity is an on-line magazine focusing on public relations, created by Media Relations, Inc., a Minneapolis-based public relations firm. This site is full of information on how to get publicity and how to use it. It has publicity success stories, insider tips, industry news, special Internet Information, and how to avoid a public relations disaster. At the site you can send for three free reports, which are prepared by Media Relations.
