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Best Practices For Small Business AdvertisingPresented By: Kimber S. PowersMarketing Training SpecialistVerticalResponse, A Deluxe Company

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Heres What Well CoverPurposes of AdvertisingAdvertising Rights & WrongsPopular types of advertisingKey Elements of any good ad campaignBuilding an ad campaign: The StepsGetting Press for your campaignResources/Q&A

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Purposes For AdvertisingInform/EducateAllows you to take a position of authorityStorytelling for your product or serviceExcellent soft sale toolHelps you attract new customers over timeBuilds confidence with current customers

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Advertising Rights & WrongsAdvertising Should Be: InformationalApproachablePersuasiveBuilt to last over a period of timeInclusive of your brands essence

Advertising Should Not: MisleadDe-value the consumerStrictly hard sellPreachy or righteousFilled with too many puns or jokesReplicate or imitate competitors

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. And Now Some Food for Thought

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Prepare to Be Seen: Popular Places to AdvertiseMedia (Print/Broadcast/Mobile/Radio)Industry specific publicationsEmailsTrade shows Paid PlacementSocial media platformsDirect MailOutdoor/Transit Yes its possible for Small Business!

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Start on a Shoestring Instead.FlyersPostcards/Greeting CardsReferrals/Word of mouth marketingBloggingCross promotional advertisingTakeaway Advertising

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Companies Known For Getting it RightAirbnbJustins Nut ButterRadio FlyerPopchipsWayfair.com Jack Daniels SpiritsJetblue

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What Makes Any Advertisement GREAT?Clearly tells the storyVisually appealingAttempts to be thought-provokingAnswers a need or desire for the audienceIncludes a Call-to-Action (CTA)Adaptable for different target audiences

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Your Ad Campaign 5Ws + 1HWhat type of campaign will I run? Why am I interested in running this ad campaign? Where will it be seen?Who will be helping me?When will it be complete?How much time will I dedicate to make it a success?

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Start to Finish: Creating a successful ad campaignBegin with an action plan

Figure out all the details

Remain realistic with your timeframe

Execute plan consider soft launch

Evaluate your ROI over time

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Your Ad Campaign: Begin with a PlanRemember to think BIG scale down later Pull inspiration from larger companies in your industry/sector

Planning gives you the chance to reset the tone for your audience

Use the planning phase to start tailoring creative elements

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Your Ad Campaign The Creative BitsLogo/Branding ImagesDeliverable specsContent (Online + Offline)Call-to-Action (CTA)Promotional MaterialPrinted CollateralOnline Ads

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Words of Wisdom a Bit Closer to HomeThe internet has leveled the playing field for small businesses. It is now possible for small businesses to show up BIG online and compete in new and better ways. Make sure customers can easily find you online. It is a major key to success for small businesses. - Amanda Brinkman Chief Brand Officer, Deluxe @akbrinkman

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Promotional Products: Yay or Nay? Also known as swag or grab-bag swag in Marketing

Inclusive of pens, t-shirts, notebooks, etc

Should always feature your logo, details about business

Mass production items

Works well for events, giveaways, etc

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Garnering Press for Your BusinessPress Releases/Media KitHAROWrite a blog post/guest blog postTeam up with a local charity/non-profitGuerrilla marketing tacticsCross-promotion (Print & Online)

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Consider Your TimelineMost ad campaigns are planned 3-6 months in advance

Consider launching during off-peak times of the year

Dont underestimate the power of a soft launch

Remember to be realistic about deliverables

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Your Ad Campaign Evaluating Return on InvestmentSet your own ROI parameters no one size fits all approach

ROI is not just about sales and money made

Advertising often produces returns over periods of time

Surveys and feedback from customers also part of ROI

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SummaryBe sure to have a clear understanding of your purposeRemember to inspire, not focus on the hard sellDont forget theres no real limit to places you can advertiseThe 5Ws and H will help guide your campaignSet your own metrics for ROI

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. ResourcesVerticalresponse Blog - http://www.verticalresponse.com/blog/how-to-create-effective-small-business-advertising/

Chron.com Small Business Basics Series - http://smallbusiness.chron.com/types-business-advertising-642.html

NIFB Small Business Resourcehttp://www.nfib.com/article/15-proven-ideas-for-low-cost-local-advertising-50356/

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Upcoming Webinars Register TODAYFeb 25 Does Google Love Your Business?

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.