5 ways to add value to your ads
Public relations is a top marketing tool, and so is paid advertising. One way to stretch your advertising budget is to “piggy-back” your PR messages on your paid ads. If you’re already paying for ad space on television, radio or in print, here are 5 quick and easy-on-the-budget ways to help your advertising do double duty.
1. For television advertising: instead of producing a full 30-second commercial, consider a 20-second commercial with a 10-second customizable “tag” at the end. Change the tag monthly or as needed to promote your special event, anniversary, sale or promotion, without changing the main part of the ad. While there is generally a charge to change the tag, it’s minimal compared to the cost of producing a completely new one.
2. If you already have a completed commercial, ask the TV station to add a “crawl” that will run along the bottom of the ad. This line of text can promote something new and be changed regularly. *A small charge may apply; check with your station.
3. If you’re advertising in print, a colorful “snipe” or “starburst” that contains information can easily promote your special without changing the rest of your ad.
4. Instead of one full page print ad, consider two half page ads in the same publication, and use one to “lead” the reader to find the second one.
5. Tags also work well on radio ads; have your station produce a 25-second spot and change out the last 5 seconds as you change your promotion.
It’s more important than ever to make your advertising work as hard as possible, and these tips can help you get more bang for your buck.
