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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 Tue. March / 19 / 2024

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Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

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Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

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Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

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Kristen Cavallo retires from advertising for political activism  Ad Age

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While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

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National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

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Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

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Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

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Electronic Advertising Provisions Become Law in VA  Brewers Association

Advertising Sales Representative (Fargo) - KVLY
Advertising Sales Representative (Fargo)  KVLY

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

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National columnist examines CFPB reverse mortgage advertising data  Yahoo Finance

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

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OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

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Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

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Advertising Could Gobble Up The Grocery Business  AdExchanger

Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024 - MediaPost Communications
Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

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Learning from the (Advertising) Pros | BU Today  Boston University

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Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

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Advertising salary guide—why design jobs are in demand  Ad Age

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Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

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Textured Hair Advertising Campaigns  Trend Hunter

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Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

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National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

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Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

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Private Equity Firms Investing in Advertising and Marketing Companies  Business Insider

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3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

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Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

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ADWEEK Names Ryan Joe Editor in Chief  Adweek

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Duval County Public Schools resumes search for new superintendent  WJXT News4JAX

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Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023 - Yahoo Finance
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Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

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What a TikTok Ban Would Mean for Advertisers  WiscNews

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Sunbelt Securities Inc. Purchases 503 Shares of Lamar Advertising (NASDAQ:LAMR)  Defense World

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A weary advertising spend canary in a slow start to the year  AdNews

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

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MFE rises over 5% on strong Q1 advertising forecast  TradingView

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What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

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Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

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GenAI in Advertising  EMARKETER

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Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

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Microsoft shows another Bing popup advertisement to Windows users  Ghacks

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Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

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Data: Advertising budgets impacted by privacy legislation & signal loss  Mobile Marketing

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Paper v pixels: Making a sustainable advertising choice  The Media Leader

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Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

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Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

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Large Brands Are Still Advertising on Made-for-Advertising Sites  Adweek

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Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

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Pennsylvania now advertising in NYC, Chicago to push execs, business people to relocate to the state  Tri-State Alert

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Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

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US oil production hits record levels under Biden  Vox.com

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Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

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Columbia man found guilty after advertising drugs on social media  WIS News 10

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Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

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Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

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Advertise - exploreClarion
Advertise  exploreClarion

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TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

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MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

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Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

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A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

Storyboard18 - Storyboard18
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CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

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FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

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Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights  South China Morning Post

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The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

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RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

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SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

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How the TikTok ban threat is affecting advertisers and creators  Ad Age

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The 2024 BSM Summit Was a Great Success But The Advertising Industry Needs to Step Up in 2025 | Barrett Media  Barrett Sports Media

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Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

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Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

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Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc.  Defense World

Pitt State Graphics and Communications students win big in elite advertising competition - Pittsburg State University
Pitt State Graphics and Communications students win big in elite advertising competition  Pittsburg State University

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Bill to tax advertising would hurt main street Nebraska businesses • Nebraska Examiner  Nebraska Examiner

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The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech  AdExchanger

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Concept Group partners with Numb3r Impact Agency for digital advertising innovations  Mediabrief

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Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising  Inc.

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PubMatic Ad Spending Spike With $1 Billion CPMs Caused by Server Error  Business Insider

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Amazon's Expanding Ad Business Is Challenging Meta, Google  Business Insider

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