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Thursday, October 9, 2014

Advertising Books With Small Budgets


A new book gives the inside scoop for how one can advertise with a small budget.  The book, Advertising With Small Budgets For Big Results: How To Buy, Print, Broadcast, Outdoor, Online, Direct Response & Offbeat Media, says it’s intended for small businesses, non-profits, schools, and government agencies but it also is useful to authors who these days can call themselves a small business.

The author, Linda Carlson, has written over a dozen books and has spent her career in the media and marketing.  The Seattle author can be found on Twitter @Carlsonideas and at www.lindacarlson.com.

Her book does a good job of identifying where one can advertise, what to consider when advertising, and how to get the most out of an advertising relationship.

I didn’t realize just how many ways one could advertise something, but here are a few dozen of more than 100 ideas presented by Linda:

Where To Advertise:

1.      Gas station ads at the pump.

2.      Handing out samples or giveaways.

3.      Inserts to a newspaper, magazine, newsletter, or catalog.

4.      In store point-of-purchase advertising.

5.      Ads on invoices or receipts.

6.      Loyalty or frequency programs.

7.      Ads in magazines or newspapers.

8.      Ads in maps and tourist brochures.

9.      Naming or sponsorship deals or donations.

10.  Creating a newsletter or advertising in one.

11.  Website ads

12.  Ads in specialized publications: business journals, legal papers, military papers, campus papers

13.  Blimps, billboards, park benches, bus cards and outdoor ad opportunities.

14.  Airplane skywriter.

15.  Ads at airports, ballparks, or in mass transit.

16.  Direct mail.

17.  Posters and fliers.

18.  QR codes.

19.  Radio or TV spots.

20.  Home shopping channel displays.

21.  Food truck, train cars and rooftops signs – as well as vehicle wraps and yard signs.

22.  Social media ads: Facebook, LinkedIn, Pinterest, Twitter, YouTube, Instagram, Vine, Google+, Vimeo.

23.  Swag or goodie bags.

24.  Exhibit at a convention.

25.  Cinema ads.

26.  Groupons and coupons.

27.  Cooperative ads.

28.  Directory ads.

29.  Elevator and lobby ads.

30.  E-blasts and bulk e-mail solicitations via MailChimp, Constant Contact or Silver Pop.

31.  Online and mobile ads, such as blogs.

32.  Affiliate marketing.

33.  Telemarketing and robo-calls.

34.  Product placement on TV.

Authors should be selective and limited in putting resources into advertising, but if an ad campaign is constructed well you can measure the results, and if successful, find a way to duplicate it.  There’s no shortage of places to advertise!


Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer, Media Connect, the nation’s largest book promoter. You can follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2014

4 comments:

  1. While Linda's list encompasses a wide variety of promotional strategies, I have to wonder at her definition of a "small" budget. A quick internet search showed the cost for newspaper inserts (which required that 8,000 inserts be pre-printed and provided to the publisher) was $800. I'm sure the price point for TV, radio and other display ads are even higher. Most authors I work with spend significant less than this on their promotion.

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  2. Agreed Maria, I'd add that most of those ideas are far too broad and untargeted for marketing books to a specific audience, which is more efficient. .

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  3. Bill boards are expensive too. The ones that can be done cheaply like FB, Twitter, etc. I already do. Don't think I can spend the money to do most of the ones on her list.

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  4. Thanks to Brian for the review. Yes, many of the suggestions are beyond the budget of the very small business, but in smaller markets some are remarkably affordable compared to alternatives. Public radio spots/sponsorships and baseball field signs are two examples. However, one of my goals was to spell out what different promotions might cost in both production and space/time, so that marketers are not blindsided, and to identify what can be done for less a couple of hundred dollars.

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