Co-op Advertising. Many manufacturers
offer advertising incentives where they will pay a portion of your placement cost. If you
are in a retail business, be sure to ask your suppliers about co-op programs. Some
programs will have restrictions as to exactly how the manufacturers product is to be
shown, how it is to be referred to in copy, and how their logo is to be used. To qualify
for co-op assistance, there are usually guidelines that must be strictly adhered to. Their
contributions to your advertising budget, however, can be significant and might be worth
the ad space or time required by the manufacturer. Weigh the dollars received versus the
time or space compromised. Un-sold Inventory. Much like the last minute deals
offered by the airlines where you can take a trip "this weekend for unbelievable
prices," Radio and Television stations sometimes have cancellations or other events
that leave them with unanticipated avails. These slots are usually discounted and offer a
terrific deal if you can jump on them. Let your rep know that you would like to receive
the first call in these situations. You will have to be prepared to react quickly, so have
an ad ready.
Barter. There are occasions when your product is needed by the media outlet
chosen for your advertising. You might be able to work a trade for airtime or space. Be
sure you get full value for the product and negotiate the deal as if cash was involved.
Your objective is to get the most exposures for your investment. Also, make sure your ads
are not pre-emptible.
Be a guest on a local talk show. Let your advertising representative know that
you would be available to sit-in to discuss your product or service, and that you'd
appreciate the opportunity.
Sometimes the simplest gesture can be the most effective advertising. Keep a
data base and send Thanksgiving or Christmas cards thanking your customers for their
support.
Be the Best Neighbor in Your Community. Look for community projects and other
activities where you can get involved. They will pay a handsome return in positive public
relations. For example, a "Toys for Tots" box during Christmas, or a drop-off
point for the needy.
Send samples of your product to Radio personalities or TV talkshow hosts. If
you're a restaurant, cater a meal for the staff! Usually you'll get some free mentions on
the air. Coordinate with your account rep and do it when your ad campaign is beginning. In
addition, don't forget the people behind the scenes; for example, Traffic managers - the
folks who decide at what times your commercial airs. It is a wise investment to also
supply them with a "spiff," since they are usually overlooked.
