1 - RUN A JOINT CAMPAIGN WITH ANOTHER BUSINESS
This might not make sense for every business but if you have a referral source whose services complement yours, a joint ad campaign can benefit both of you. A classic example of this would be if you’re a realtor and you have a mortgage broker that you work very closely with. You send your clients their way and they send their clients your way. So why not run a joint campaign that promotes both of your services? That way, you could split the cost.
2 - FOCUS ON HYPER-LOCAL ADVERTISING
One of the biggest factors that goes into determining the cost of advertising is how much many views your ad will likely get, also known as impressions. If you’re a small business whose client base mainly comes from one county like Bergen County or one local community like Hoboken, you don’t need impressions coming from the entire state of New Jersey or the entire Greater New York City metropolitan area. You just need impressions coming from the geographic area you serve. Hyper-local advertising options will give you less overall exposure but more exposure from the geographic area you’re looking to reach. Therefore, this type of advertising is less expensive but more effective for small businesses.
3 - HIRE A MEDIA PLANNING/BUYING AGENCY
Most small businesses buy ad space directly from the companies that own the advertising properties (i.e. billboard provider, cable provider, radio station, magazine, etc). What many don’t realize, however, is that there is a service that will talk to these companies on your behalf. This service is called media planning/buying and JS Media is one of very few agencies that does media planning/buying for small businesses. Through the relationships we’ve built with these companies, we are able to get you heavily discounted rates and package deals that you wouldn’t get by going direct. We also use our advertising expertise to guide you through the subtle nuances of buying ad space and ensure that you aren’t wasting money on advertising options that are just not the right fit for you. For more information on how we can help you save money on advertising, please reach out!
