Avoid going broke on advertising bargains by sticking to your strategy

Good news. The sales rep of a local publication just called and informed you that they have a super deal for you - if you commit today, they'll sell you a full-page ad for 1/2 price! The hitch: they need art by the end of the day.

Now, much like the shopaholic who justifies the purchase of an unnecessary item because they “saved” so much on it, you have a decision to make.

What do you do? You'd be crazy not to jump on the opportunity, right? Before you get caught up in the shopping frenzy of finding a once in a lifetime deal, take a step back and remember that advertising is a tactic that supports your marketing strategy. Does this “deal” offer you a strategic advantage?

Consider the following three points:

1. Is the publication's content relevant to your target market? If it isn't, you shouldn't care if the ad is half-price or free.


2. Do you have an existing campaign that the ad would support? If you don't, what will you advertise? If the ad doesn’t support some part of your marketing strategy, why bother?


3. Remember the key to successful advertising is repetition, repetition, and repetition. Is a one-time ad going to do anything for your business? If not, pass on the deal because it’s wasted money.

When working with the local media, remember, they are just trying to sell a product. The reason they’re offering you such a great deal isn’t because they’re interested in helping your bottom line. They undersold the current issue and are concerned about their bottom line.

The lure of a “good deal” is always hard to pass up, but if you stick to your strategy, you’ll save yourself a fortune in bargains.