Advertising on a Limited Budget

Think locally.

Summary
Transcript

Candace Dixon-Horne, general manager at Hog Radio, shares insights on how to advertise and get the word out about your brand while working with a limited budget. 

“When you think about an advertising budget, this isn't fairy godmother money,” she says. “These are profits that [businesses] could put in their bank and feel secure about. And it's a big risk to put that out there and spend the money on advertising and hope to get a return, but at the same time, they really have to.”

Watch the video to hear tips for advertising on a small budget.

TAKEAWAYS
- Advertising is all about getting your brand known.
- Learn your customers’ habits to find out where you can connect with them.
- Look at local media for affordable advertising options.

    In helping local businesses with all their advertising and marketing, a lot of times we encounter first-time business owners or small business owners that are really on a very limited budget. And when you think about an advertising budget, this isn't like fairy godmother money. These are profits that they could put in their bank and feel secure about. And it's a big risk to put that out there and spend the money on advertising and hope to get a return, but at the same time, they really have to.

    And I think, in so many markets, they're up against those Fortune 500 companies. And you see the McDonald's and Coca-Colas of the world, and you're like, "I'm just a little boutique," or, "I've got a great idea, but I don't know how to get that word out." And I think that local media, in all the markets, you can find local print, you can find local radio, which is, of course, what I do. Even if you're targeting that older demographic, your local newspaper, there's hardly anyone left in there. So it's an easy way to stand out and probably a little more affordable than in the past.

    And a lot of markets have specialty niche, like community-focused social pages that are about like either mothering and parenting tips or live music in your area. Depending on what your business is, search out where your potential customer is and learn their habits, and you'll best know how to put your things together and be in front of them. Even local television or cable television can be affordable. They've offered shorter advertising segments, like 15-second commercials.

    And I think a lot of people don't realize that advertising is not to be an infomercial, that advertising is just to be sure people know who and where you are so when they need your services and they go to that search engine and they type in a name, it's your business name instead of your ad category, because that's what everyone wants. You just want to be shopped. Hopefully, you know, most people shop about three to four in any particular category. If you ask someone to name toothpastes, there's like 50 to 80 types of toothpaste, but most people can name about four.

    And that's where if you're a local advertising, that's what you're looking for. You obviously want sales in the end, but before you can get the sales, you've got to get your brand known. And that's the best thing, is try and get in front of your audience and your potential customers where you know they already are.

    Candace Dixon-Horne

    Over the last 21 years Candace Dixon-Horne has worked with local businesses to customize marketing messages, ad campaigns and budgets to help them grow. Candace served two corporate radio groups in Northwest Arkansas until December 20...

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