Five Tips To (Almost) Eliminate Your Advertising Costs

In this scary economy, we’ve all had to take a hard look at our businesses and make some difficult decisions. Personally, my business was down 30% 3 years ago (we’ve rallied a bit since then, but are not anywhere back where we were) and I’ve gone from 10 employees to 6. I’ve looked at all costs and have pared my expenses to the nubs. This has allowed Wags to stay in business and has taught me some good lessons.

One of the first things you might want to look at when times are tough is where your advertising dollars are going. You want to attract new clients, but print ads are expensive! My ad budget used to be $600 a month for yellow page and print ads. By getting just a little bit more creative and tech-savvy, I’ve pared that down to around $40. That’s a significant chunk of change, and I’m seeing more new clients (and staying more connected old ones). Here are some things that really saved me, and might be helpful to you:

• Website. A clean, informative website is often the first contact a new client will have with you. Include pictures, special services and credentials, bios of your staff, retail products and anything else that sets you apart. A 10% off coupon for new customers will help get them in the door. It doesn’t have to be fancy, just clean, thoughtful, and representative of your business.

• Monthly Newsletter. People love to get to know you. After all, we’re taking care of their precious ones! I do a personal message, something educational, a bio of one of my staff, new product news (retail), any special upcoming events and a pet-of the-month (Mike Martin, the photographer I use for all my website and special event photos gives the recipient of this a free sitting and 5×7, another good way to get the word out!) I use an online service that manages my email list and any legalities (if you are collecting email addresses from your clients, you need to comply with laws about selling lists, etc.). It has all kinds of templates for newsletters, events and special announcement.

• In-House Programs. We have a “Preferred Customer” program that rewards the client for booking out their appointments for a year (within 6 week intervals or less) with a free 12^th groom. Yes, we give away some grooming, but the dogs are in better shape and better behaved because they are here so often, and we are consistently busy, no “slow times”! Our revenue is actually up, and my employees don’t have to work as hard. We also have a “Referral Program” which gives existing customers $5 off their next groom for a new referral, as well as 10% off for the new customer.

• Online Search Sites. Most of the big names (Google maps, Yelp, AT&T Yellowpages, etc.) will already have you listed and will allow you to write your own description of your business, FREE! You can write your own bio, including pictures, products and specialization in certain breeds, credentials or any other things that will set you apart from the guy down the street. And it’s free! (did I mention that already?)

• Social Networking. More and more, business owners are using social network sites such as Twitter and Facebook to get the word out. These sites are great for promotions, announcements, product news– again at no cost to you!

Implementing just a few of these ideas should help trim your bottom line, reach new customers, and stay in touch with existing ones.

What strategies can you begin today to lower your advertising costs??