Small business owners often feel they are at a disadvantage when it comes to advertising and marketing. Just the size of the budget makes one realize that they are not on the same playing field as the big corporations.
Therefore, many entrepreneurs believe that some of the advertising methods used by large companies are completely out of reach for the small business owner. Not so! Small businesses do not usually need national ad campaigns. Often, they are so regional (even to a neighborhood), that many techniques used by large corporations can be utilized by small business – just with less or smaller reach, method or media.
Billboards come to mind immediately because they are very expensive. But before you rule out the thought of having your own billboard advertising campaign, think outside the huge 14’ x 48’ box!
How about a moving billboard? There are now scrolling and mobile billboards. Trucks drive around town in your predetermined targeted area, with a small billboard-like sign on the back. This is a pretty clever way to advertise, and a fraction of the cost of a stationary monster billboard.
Another billboard type of advertising is your own vehicle. There are options from the magnetic sign you can slap on the side of your car to a full-color wrap that completely encases the vehicle. Choose the right one for you. The small magnetic sign can signify "I do a bunch of things, and today I am dong "X", so be cautious that this image could misrepresent you. Depending on your product, this $15 magnet could be completely acceptable!
For permanent, but easy to remove signage, vinyl letters and logos can be placed on your car, van or truck. These say "I’m here and steady" because they are professionally applied. They can be in white or a variety of colors, but matching your logo, if a unique color, will probably be difficult. Then there are the ever-increasingly popular vehicle wraps. Full color, you can have a simple logo and wording to a variety of photos that help show your target market what your product or service can provide for them. These wraps can cover be placed just on a window, or cover the entire vehicle. There is also a special material for windows that allows you to see out, but people can’t see in. This is great if you carry a lot of product in your car. Obviously, there are a wide range of choices to meet your needs and your budget, each giving you traveling advertising. Your billboard, your vehicle, your choice.
Logo clothing can also be considered a "walking, talking billboard". The options are endless! When using embroidery, the variety of thread colors can provide a perfect – or almost perfect – match of any logo color. Your company name and/or logo can be placed on hats, shirts, jackets, sweaters – you name it and your image can be sewn on it. Digital imaging and modern equipment has allowed even the smallest company to have high-quality embroidered clothing.
Alternatives to embroidery are screen printing and other imprinting techniques. These formats are often used for mass production or when a logo is very detailed and impossible to sew, contains a lot of detail or includes a number of words that might make embroidery less than cost-effective. The next time you’re at the mall or a grocery store, notice how many people are wearing clothing advertising beer, soft drinks, sporting equipment…why not wear something that will promote your own company?
For the big-budget companies, the target market drives by the billboard. For the small business owner, the billboards (you) drive or walk by your target market. Either way, your message is delivered.
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