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28 Recession-Busting Tips For Businesses Making The Most Of Your Advertising Budget A 1


dvertising is a continual necessity for business owners and service providers. Advertising is a primary requirement for most - you cannot rely on passing trade anymore, so you need to communicate your goods and services to the public on a regular basis.


However, hassled day and night to advertise in a wide variety of publications, how do you ensure you’re getting the most for your money and actually attracting customers? With a plethora of ‘special rates and deals’ around, we point you in the right direction...


Follow these simple tips to make sure you’re spending your precious budget wisely and attracting the highest number of customers!


How Many Printed & Where Delivered? Your very first


question should always be: how many copies are published each week/ month? (This should be clearly printed in the publication somewhere - if not, ensure you ask). Then find out HOW they are delivered - bulk dropped (garages, supermarkets, etc) or door-to-door. Door-to-door is your best option as you know exactly what has been delivered and where. Bulk drops are notoriously difficult to keep tabs on - who picks them up and how many are left over each week/month? Ask!


2 Work Out Your ‘Per Reader’ Cost. After checking the print


figures and advertising rates for a few publications, work out your ‘per reader’ cost for each publication. How much will it cost you to reach each reader receiving the publication? Eg: 1/4 page advert in a monthly magazine with 3000 copies per month (bulk-dropped only) is £45.00. Cost per reader is 0.015 (3000/45) - with no guarantee of how many copies are


Purbeck CAB N


ew service from Purbeck CAB: We have developed a new partnership with the Wareham and Purbeck Branch of the Multiple Sclerosis Society. It has given us a grant to employ an


adviser for one day a week over the next year to provide an advice service to its members who have MS, and their families and/or carers. The service is available to people in the area who have MS including those who are not members of the MS Society. The adviser is Phil Sands, and he can do home visits, or arrange to see people at one of the bureau’s locations. He can provide advice and assistance on a range of issues, including benefits, financial concerns, housing and employment. Call us on 01929 551913 if you would like to book a home visit or appointment.


Q) Our circumstances recently changed and my spouse and I are considering re-writing our will. We had a leaflet through the door advertising will writing services which seemed quite reasonable. Is this method recommended?


A) We would not recommend will writing firms as they are not regulated by the Law Society so there are few safeguards if things go wrong.


It is generally advisable to use a solicitor or to have a solicitor check a will you have drawn up to make sure it will have the effect you want. It is easy to make mistakes and, if there are errors in the will, this can cause problems after your death.


However, if you don’t use a solicitor, it is better to use a firm which belongs to the Institute of Professional Willwriters. These firms must follow a Code of Practice which covers the training and assessment of willwriters. There is also a complaints and conciliation procedure which can help you sort out problems if things go wrong. You can find details of The Code and of firms which belong to the Institute on the Institute’s website at www.ipw.org.uk 0345 257 2570.


If you belong to a Trade Union they may offer a free will writing service. There are also books which provide guidance on how to draw up a will. These can help you decide if you should draw up your own will or if any of the pre-printed will forms available from stationers and charities are suitable. It is also possible to find help on the internet. However, you should only consider doing it yourself if the will is going to be straightforward.


If you need any advice on making or changing a will you can visit www. adviceguide.org.uk


Your local bureau is: Purbeck Citizens Advice Bureau – full details of our opening hours are on our ansaphone message, 01929 551257. We also offer e-mail advice on bureau@purbeckcab. cabnet.org.uk


picked up. A 1/4 page advert in a monthly magazine with 20,000 copies per month (mainly door-to-door) is £122.50. Cost per reader is a much lower 0.006 - plus, you know where the door-to-door copies are delivered and you’re reaching a much greater number of readers for your money.


3 4 Research Reader Loyalty. Ask around locally to find out what


publications people actually read and refer to on a regular basis - strong editorial content will help the publication (and therefore your advert) to stay around much longer and be noticed more by potential customers.


Book A Run. Did you know the average customer needs to see your company name or logo seven times to retain it to memory? One-off advertising is not generally advised unless you are publicising a one-off event. Better to book a smaller advert for a few weeks/months to ensure your company profile sinks in to public awareness!


5 Keep It Local To Your Customers. Local press works better


than national or larger regional publications - the Newspaper Society found that people are 44% more likely to respond to local government notices in their local papers - the same goes for advertising. If you keep it local, people feel that your advertising is aimed more specifically towards them.


6 Don’t Write An Essay! Adverts are meant to be bright, bold and


eye-catching - they need to stand-out from the text they are surrounded by. Keep your words to a minimum, isolate your main aims (special deals, offers, product lines, services, etc) and try not to use a font size less than 10 for standard text (excluding small print). Pick company colour/s and a font and stick to it - brand your business for public recognition.


The Purbeck Gazette


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