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Advertising on a Budget -- Part 2: Thinking Small


This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.com.

Our goal was to both build the PWC brand and drive traffic to the Web site. Advertising regularly was essential. Yet it was also essential to keep our costs down. So we leveraged our monthly newspaper advertising to stretch our marketing dollar as far as we could.

How did we do that? We "thought small."

We bought one inch by two column inch ads (a column inch in this particular publication is approx. 1.88 inches). The ads were one inch high and almost 4 inches long.

To reflect the small ad, the copy also had to be short and sweet. Like so:

www.PrescottWeddings.com. Everything you need to say "I do."

Just the name of the business and the slogan.

We put the name in large type and made the tagline much smaller.

Did it work?

The first day this ad ran, we garnered 350 hits on the Web site and several phone calls from business owners who wanted more information.

And that was just the beginning. Hits steadily grew during the campaign, and every time it ran we always noticed a jump.

Not bad for a little ad.

Conventional wisdom says bigger is better. And while it is true that big ads stand out (after all, they do take a big chunk of real estate on the page) it doesn't mean big is the only way to go. Small ads can pack a punch too.

Why did the PWC ad work? First of all, it got noticed because it stuck out (yes, small ads can stick out). It had an odd shape -- long and thin, not a square like so many other ads. The name was big -- bigger than many other fonts surrounding it. (But not so big that the ad lacked sufficient white space.)

But probably the biggest reason it worked was because the message was simple. This is clearly a Web site about having a wedding in the Prescott area. Therefore if you're involved with weddings, whether as a business or on a more personal level, and you're also associated with Prescott, then this is a Web site clearly worth taking a peek at.

People instantly got the message. And they got it even if they only scanned the paper. It was quick and painless for them -- something all ads should strive to be.

What's also interesting is how this ad hit its target market. I've spoken to people (mostly men) who have no interest in getting married and have never seen the ad even though they read the paper. Conversely, businesses in the wedding industry and brides have said they see the ad all the time.

Now, you may have a business name that doesn't capture your business' products or services as well as PrescottWeddings.com (my business name for example). In this case, why not think of a catchy tag line you can use in those small ads to drive people to your Web site?

Web sites can be huge, wordy, information-stuffed selling tools. So use short, sweet one-message statement to get people to go look and learn more about your business rather than try to shove everything in an ad. Don't forget to include your business name and logo for branding purposes.

Okay, so small ads with one simple message work. For the final key in PWC's marketing program, check out Part 3: Frequency, frequency, frequency.

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. August / 26 / 2019

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Twitter blocks state-controlled media outlets from advertising on its social network  TechCrunch

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Despite Its Risky Reputation, In-App Advertising Is More Popular Than Ever  Adweek

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Chicken Sandwich War Helps Give Popeyes $24 Million In Free Advertising  News One

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Juul, Philip Morris sued for marketing to minors, deceptive advertising  CNET

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Twitter bans advertising from state-controlled news outlets  Engadget

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Your Illinois News Radar » *** UPDATED x1 *** False advertising? - The Capitol Fax Blog
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Advertising icons real and imagined meet in a digital mural from the Clio Awards  AdAge.com

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Facebook's Expanding Search Advertising  Motley Fool

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Capital versus Tucker Carlson  National Review

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Three of the fastest-growing largest private nonprofit institutions devoted more than 15 percent of their overall functional expenses to advertising and marketing ...


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Facebook to remove thousands of outdated interest targets for advertising  Marketing Land

Facebook announced Tuesday that it will be removing thousands of outdated and infrequently used interest targets such as old movie and band names and ...


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Your quick-start guide to podcast advertising  Marketing Land

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FTC to Hold Workshop on Made in USA Advertising and Marketing Claims  Imperial Valley News

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Advertisers boycott Australian radio host over Ardern sock comment - Financial Times
Advertisers boycott Australian radio host over Ardern sock comment  Financial Times

VW and others cut ties to shock jock Alan Jones for insulting New Zealand's prime minister.


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Golf Channel exec talks TOUR Championship, 'Playing Through' feature  Atlanta Business Chronicle

Innovative commercial feature changing the viewing experience for golf fans.


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20 NFL games advertisers can't afford to ignore  AdAge.com

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Oops, an electric car advertising budget wasted - www.electrive.com
Oops, an electric car advertising budget wasted  www.electrive.com

In the UK, the Advertising Standards Authority (ASA) has ruled that a Volkswagen ad should not be broadcast on UK television according to new rules against ...


Despite scandals, advertisers say YouTube Kids is effective - Digiday
Despite scandals, advertisers say YouTube Kids is effective  Digiday

When YouTube Kids launched in 2015, media buyers were intrigued by the opportunity to advertise to kids in a safe environment. Four years later, even with the ...


Transgender influencers are changing Brazil's advertising industry - BBC News
Transgender influencers are changing Brazil's advertising industry  BBC News

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'Waves of fury': the backlash that led advertisers to desert Alan Jones - The Guardian
'Waves of fury': the backlash that led advertisers to desert Alan Jones  The Guardian

The king of talkback radio is on shaky ground after his Jacinda Ardern comments, with 2GB warning this is his last chance. Amanda Meade. Fri 23 Aug 2019 ...


Singapore advertisement sparks 'brownface' controversy - CNN
Singapore advertisement sparks 'brownface' controversy  CNN

An ethnically Chinese actor who allegedly darkened his skin to portray characters of different races in an advertisement has sparked a "brownface" controversy ...


Tesla Is The King Of Social Media, No Need For An Advertising Budget - InsideEVs
Tesla Is The King Of Social Media, No Need For An Advertising Budget  InsideEVs

Is it really true that there are no advertisements for Tesla's products? It might be more accurate to say that Tesla's advertising is provided by customers and fans, ...


Read More Spotify beefs up its advertising-targeting features Spotify's advertising revenues grew by 34% to - Music Ally
Read More Spotify beefs up its advertising-targeting features Spotify's advertising revenues grew by 34% to  Music Ally

Spotify's advertising revenues grew by 34% to €165m in the second quarter of this year, and while that's less than 10% of the company's overall turnover, ads ...


As #FireTuckerCarlson Trends, the Fox News Host's Advertisers Include a Pillow Company and Caribbean Resorts - Newsweek
As #FireTuckerCarlson Trends, the Fox News Host's Advertisers Include a Pillow Company and Caribbean Resorts  Newsweek

Conservative host Tucker Carlson's nightly Fox News series, Tucker Carlson Tonight—described by the network as an "hour of spirited debate and powerful ...


Advertising company to remove N. Carolina billboard mocking congresswomen - ABC 12 News
Advertising company to remove N. Carolina billboard mocking congresswomen  ABC 12 News

MURPHY, N.C. (WTVC/CNN) – A North Carolina billboard that goes after four congresswomen is coming down, according to the advertising company behind ...


MUVI Cinemas partners with Motivate Val Morgan for screen sdvertising in Saudi Arabia - Campaign Middle East
MUVI Cinemas partners with Motivate Val Morgan for screen sdvertising in Saudi Arabia  Campaign Middle East

Motivate Val Morgan has signed an exclusive advertising sales partnership with Muvi Cinemas for their cinema locations across the Kingdom of Saudi Arabia.


Scientists call on Elections Canada to clarify policy on climate change advertising - Global News
Scientists call on Elections Canada to clarify policy on climate change advertising  Global News

The scientists are calling on Elections Canada to clarify how it interprets issue-based advertising rules in the Elections Act so that groups can advertise on ...


Move and win roundup: Week of August 26, 2019 | Advertising - Campaign Asia-Pacific
Move and win roundup: Week of August 26, 2019 | Advertising  Campaign Asia-Pacific

Lion & Lion, Affinity and more to come in our weekly collection of people moves and account news.


Misleading fuel prices on advertising boards at service stations banned in Canberra - The Canberra Times
Misleading fuel prices on advertising boards at service stations banned in Canberra  The Canberra Times

Misleading fuel prices on advertising boards at *service* stations have been banned in the ACT. Discounters are now only able to show the true pump price, not ...


Geocon accused of breaching consumer laws over Canberra apartment advertising - ABC News
Geocon accused of breaching consumer laws over Canberra apartment advertising  ABC News

Construction giant Geocon misled consumers while advertising apartments in Canberra's south, the ACT's Commissioner for Fair Trading will allege.


John McGee: 'Advertising industry finally escapes shadows of recession' - Independent.ie
John McGee: 'Advertising industry finally escapes shadows of recession'  Independent.ie

Ten years ago, the Irish advertising industry was on its knees. As the full impact of the economic downturn took its steely grip, job losses, major cutbacks and ...


Advertising in 2020 and beyond set for disruption - Business Daily
Advertising in 2020 and beyond set for disruption  Business Daily

Even if consumer privacy is not being unjustifiably violated, the monetisation of data by major platforms has become a social, political and regulatory.


Commonwealth Bank says it won't be advertising on Alan Jones' radio show in the near future - mUmBRELLA*
Commonwealth Bank says it won't be advertising on Alan Jones' radio show in the near future  mUmBRELLA*

One of the country's biggest brands, the Commonwealth Bank of Australia, or 'Commbank', has said it has no more planned advertising on Alan Jones' breakfast ...


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