09.16.08

Should You Advertise More?

Posted in Uncategorized at 11:02 am by Diana Heeb Bivona

Typically during an economic downturn, many small business owners begin to look for ways to cut expenses.  One type of expense that is often cut is advertising.  However, that may not be the right thing to do.  If anything, it is the one budget you might want to keep in tact. 

You may need to review and determine if the advertising mix you are using is the best one at the moment to get optimum exposure, but fight the urge to really slash your advertising budget.

One avenue to explore may be the use of promotional products. According to the Promotional Products Association International (PPAI) and Staples, “compared to print, TV and other advertising methods, promotional products lead to higher advertiser recall, increased ROI and better overall impression among consumers.”  A survey by PPAI found that using promotional products in your advertising mix can increase brand interest up to 69% and creates a good impression of the brand 84% of the time.

Other benefits of promotional products:

• Leads to more frequent or repeated exposure of your marketing message
• Long-term visibility – most of those individuals surveyed kept promotional products for more than a year

There are several cost-effective options such as proprietary apparel, calendars, post-its, key chains, letter openers and magnets available.  Strong competition should ensure you get the best price available.  An idea definitely worth taking a closer look at.

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