Ad battling in a crisis

Round 1:

Would you like to advertise with us again?

I'll have to think about it, cash is tight. Maybe next time.

Round 2:

You said you'd think about advertising with us - any conclusions?

I just don't have the money right now.

Round 3:

Would you like an ad at a discount?

I can't give anyone money! At all! Goodbye!

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I've been talking to a lot of small business owners recently and they're feeling that it's like this - they have no money to spend and they have to battle the ad sellers coming to their door to try and win money.

It shouldn't be like this.

Sure, money's tight. It's tight for everyone. But pushing people away does no good for either of you - it's been shown that the companies who continue to advertise and have their name out in a recession are the first to recover.

Publications selling ad space will also collapse without support - if you want to advertise 'next time' there might not be a 'next time'. Supporting them now, if you can, will be leverage to ask for a discount in the future.

Some are resorting to barter, which can create a win-win situation. You get an ad, they get discounts at your business as part or full payment.

Of course, it does depend on their sales staff...and how pushy they are to try and make a sale.

So here's some ad tips...

1. If you have the money to advertise, make sure you're being strategic. What's your aim in advertising? Where can you best reach your customers?
2. Preserve relationships. Recession or no, cash or no...business has to involve other people.
3. Don't be afraid to trade services to create a situation that works for both parties.
4. In that vein, make your services the best you can without spending more - friendly service, a handwritten note with purchases...it's all in the little touches.

Ad battling in a crisis - To learn more about this author, visit Katherine Liew's Website.

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Katherine Liew Subscribe to Katherine's articles (Visit Katherine's Website) Katherine is one of the new generation of branding specialists applying new technologies and a fresh perspective to existing theory. Katherine Liew is a Bronze author on EvanCarmichael.com

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