Don't be afraid to go 'back to basics' when it comes to branding, writes Christine Ibbotson
I have three radio shows that play across Canada with over 14 million listeners, and my broadcasting partners sell ad space on my shows. With the global economic changes, I have seen many sponsors leave their advertising campaigns, recoiling and reining in expenditures, to hunker down for an economic pullback.
Everyone has lots of bravado and motivation when the going is easy, but when the going gets tough, they cave, fold, and complain about “hard times.”
Let’s look at how to increase your business presence, expand your brand and grow in a market that some say is on the cusp of a recession. What should you do? Should you not advertise at all to save money — or should you advertise now because no one else is, and it could be easier to stand out and get noticed?
Traditional advertising, like print, radio, and television or virtual advertising, like social media, search engine optimization (SEO), and pay-per-click advertising (PPC)? As a small-business owner, it’s hard to monetarily quantify the value in advertising, although we all agree that it must be done if you want to acquire new customers.
Print advertising means that you want an ad in a printed hard copy publication such as a newspaper, magazine, or journal, likely to be read by a targeted audience.
Most experts agree that on average, you will receive a 120 per cent return on your investment, proving that print advertising...
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