As a small business owner, you likely lack the resources required to purchase ad space in TV, radio or print media. While the price of a 30-second spot on primetime television soars to as high as $110K a pop, the cost versus ROI is simply not worth it anymore.
In today’s unpredictable market, you have to seek alternative advertising platforms that won’t inundate the consumer, shut down the next day or skyrocket in price. Aside from the obvious merit of search engine advertising and optimization for your small business, here are eight creative and affordable ways to advertise your small business and cement your brand in the public’s consciousness.
As a small business owner, if you cannot afford ad space in traditional media, it’s important to to find creative ways to advertise your Small business and promote your brand. Learn how.
# 1. Hot-air balloons
Brand placement on a hot-air balloon, otherwise known as “custom inflatable advertising,” is a memorable way to advertise during the warmer months. Most hot-air balloon companies offer corporate advertising programs that allow you to fly your balloon over the cityscape, or turn it into your very own inflatable billboard.
For a small business, the most affordable option is an 8 to 18 foot tall branded hot-air balloon at a price that ranges from $1,500 to $2,000. If you have some freedom with your budget, you can use custom shaped inflatables to promote the launch of a certain product (like a giant inflatable three-hole punch if you’re in the office supply industry).
If you’re unsure of the value of inflatable advertising, US-based real estate company RE/MAX is a testament to its success – the iconic RE/MAX hot-air balloon became part of their logo.
Examples of hot-air balloon corporate advertising programs:
Sundance Balloons (across Canada)
US Hot Air Balloons (across United States)
# 2. Sponsored events
Sponsor an event in your community to promote your company and, if done strategically, reach a new market or demographic. For example, if you’d like to extend your current customer base beyond the over 50 crowd, sponsor a youth-oriented concert or party that will help you to gain “cool points” among the 18 to 35 year olds.
On the other hand, if you want your brand to be taken more seriously by older consumers, explore sponsorship opportunities with local 50+ networking clubs or community centers. If you associate your brand with an organization that is deeply rooted in tradition, you can gain the credibility you need to get your small business off the ground.
# 3. Transport trucks
If you work in a product-driven industry, ground shipping remains the most reliable and cost-effective way of distributing your cargo. The only challenge is that as a small business owner, you likely won’t have the financial means to maintain an in-house fleet of heavy-duty commercial trucks.
However, if you outsource your shipping needs, most private trucking fleets will adopt your company’s colors and branding during the shipment. Each truck becomes a flagship for your company, a moving billboard on city streets and highways. Also, since you’ve already paid for the shipment, the advertising comes at little to no additional cost!
Leading Canada/US freight management companies:
# 4. Little league sports
Community involvement can help to generate grassroots brand awareness, create ambassadors for your company and help to establish your reputation as a civic-minded small business. And one of the best ways to get involved in the community is to attach your brand to a kids’ sports team.
For a nominal sponsorship cost, your brand will be advertised at every one of your team’s little league softball, soccer or peewee hockey games. Ideally, the players’ parents will also appreciate your donation and in turn, become supportive of your company. Organize a few company outings to their games as an added show of support.
# 5. Promotional “swag”
If you’re a small business owner with a handful of employees, making a full catalogue of branded apparel can be costly and ineffective. It’s more prudent to manufacture small branded items that you can easily hand out at events or client meetings. Here are a few examples of fun and versatile branded trinkets and their average cost:
- Refrigerator magnets (Avg. $0.10/magnet)
- Wristbands (Avg. $0.30/band)
- Sunglasses (Avg. $1.30/pair)
- USB Drives (Avg. $4.00/drive)
- Golf balls (Avg. $2/ball)
# 6. In-search or promoted YouTube ads
With an average of 1 billion unique visitors every month, YouTube is one of the most effective methods of advertising online. YouTube allows you to target your video ad to a search query that matches your service or product (i.e. if you operated sightseeing tours, “travel ideas” would lead to your ad).
Like Google Adwords, you can pay per view of a promoted or in-search YouTube ad. Although YouTube’s audience share is naturally lower than Google, the cost savings makes it a viable alternative for small business. According to Search Engine Journal, the average bid for Google Adwords was $2.13 vs. $0.28 for YouTube ads.
# 7. Prize donations
To further your community involvement, keep an eye out for charity runs, galas or silent auctions that require a donation prize from local business. Your donation of a high-quality product or service will help to cement a partnership with the organization and generate word-of-mouth brand awareness in the community.
# 8. Untapped online markets
Outside of file sharing, social media and search engine websites, there are several niche online markets with untapped advertising potential. Depending on your small business’ core mandate, there are two key digital demographics that are worth exploring:
Senior websites: In 2000, around 605 million people were 60 years or older. By 2050, that number is expected to be closer to 2 billion.In the US alone, seniors control 77% of all wealth. If your small business hasn’t come up with a strategy to advertise to seniors, it’s probably a good idea to start.
Although seniors are more inclined to use traditional media, many of them spend a significant amount of time online. According to Forrester Research, 60% of seniors (aged 65+) use the Internet and of that number, 91% use e-mail, 49% have Facebook and 59% have purchased products online in the last 3 months. And that demographic is growing fast. So, if seniors are within your target market, buy online ad space on heavily trafficked and easy-to-navigate seniors’ sites like:
“Adult” websites: Adult (read: pornographic) websites represent a whopping 30% of ALL traffic on the Internet. According to a case study by delivery food service Eat 24/7, they experienced an astronomical boost in sales after implementing a clever “adult-oriented” marketing strategy. They used clever puns and attention-grabbing visuals of food to make their ads stand out from the plethora of low-quality spam. Although it’s still viewed as taboo by most, the adult industry represents a vast reservoir of untapped marketing potential.
Images: ”HELSINKI, FINLAND – JULY 27: The traditional launch of the hot air balloon in a city park next to the promenade of the Gulf of Finland on July 27, 2012 in Helsinki /Shutterstock.com“
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