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Advertising on a Budget -- Part 2: Thinking Small

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Just the name of the business and the slogan.

We put the name in large type and made the tagline much smaller.

Did it work?

The first day this ad ran, we garnered 350 hits on the Web site and several phone calls from business owners who wanted more information.

And that was just the beginning. Conversely, businesses in the wedding industry and brides have said they see the ad all the time.

Now, you may have a business name that doesn't capture you

This is the second sketch of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.com.

Our goal was to both plan the PWC odium and drive traffic to the Web site. promotion regularly was essential. Yet it was also essential to keep our costs down. So we leveraged our monthly newspaper to stretch our marketing dollar as far as we could.

How did we do that? We "thought small."

We store one inch by two detail inch ads (a inscription inch in this particular publication is approx. 1.88 inches). The ads were one inch high and in effect 4 inches long.

To reflect the small ad, the copy also had to be short and sweet. Like so:

www.PrescottWeddings.com. Everything you need to say "I do."

Just the name of the onus and the slogan.

We put the name in large type and made the tagline much smaller.

Did it work?

The first day this ad ran, we garnered 350 hits on the Web site and several phone calls from gadget owners who wanted more information.

And that was just the beginning. Hits steadily grew during the campaign, and every time it ran we month after month noticed a jump.

Not bad for a little ad.

Conventional wisdom says bigger is better. And while it is true that big ads stand out (after all, they do take a big accumulation of real estate on the page) it doesn't mean big is the only way to go. Small ads can pack a punch too.

Why did the PWC ad work? First of all, it got noticed because it stuck out (yes, small ads can stick out). It had an odd shape -- long and thin, not a square like so many other ads. The name was big -- bigger than many other fonts surrounding it. (But not so big that the ad lacked sufficient white space.)

But probably the master reason it worked was considering the message was simple. This is perspicuously a Web site within call having a wedding in the Prescott area. Therefore if you're involved with weddings, whether as a body corporate or on a more personal level, and you're also confederated with Prescott, then this is a Web site forsooth worth taking a peek at.

People instantly got the message. And they got it even if they only scanned the paper. It was quick and painless for them -- something all ads should strive to be.

What's also interesting is how this ad hit its target market. I've spoken to people (mostly men) who have no interest in getting married and have never seen the ad even though they read the paper. Conversely, businesses in the wedding industry and brides have said they see the ad all the time.

Now, you may have a trust name that doesn't nick your business' products or services as well as PrescottWeddings.com (my hammy acting name for example). In this case, why not think of a careening tag line you can use in those small ads to drive people to your Web site?

Web sites can be huge, wordy, information-stuffed selling tools. So use short, sweet one-message statement to get people to go look and learn more at close quarters your patter rather than try to shove everything in an ad. Don't forget to include your contract name and logo for blazing purposes.

Okay, so small ads with one simple message work. For the final key in PWC's marketing program, straiten out Part 3: Frequency, frequency, frequency.

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