Small Business Advertising Strategy that Works

Small business advertising strategy: All small business owners want to know how to do it; but everyone that comes through the door is simply selling space or time. They're not credible.

"If you want to solve your small business owner clients' problems, you'd better know what it's like to be on the merchants' side of the counter! Do you? Everyone else is showing them numbers! Readership, circulation, audience demos, whatever..... I have news for you: They don't want ads! They want help! Your job is to become indispensable."

James Lorenzen

This half-day (3 hour) program “talks to” the small independent business owner. But, don’t let that fool you.

There are TWO audiences that love this program:

• Small business owners - particularly small neighborhood mom & pop or service businesses.
• Advertising sales people - who sell advertising to the first group.

Who books this program?

• Association meeting planners serving the daily and weekly newspaper/shopper/direct mail industry.
• Newspapers, weeklies, and shoppers for their own salespeople.
• Newspapers, community weeklies, and shopper publications who sponsor James Lorenzen in conjunction with - or even for - their local Chamber of Commerce who promotes the event to their membership. The Chamber makes money on the program while the publication achieves high visibility as the provider of valuable information. It’s a win-win! Ask us for more info on this!

What Attendees Will Learn:

• Identify your Position in the marketplace
• Assess your Marketing Environment
• Target Different audiences within the same medium!
• Identify the 5 Reasons most Small Businesses Fail
• Create a Media Selection Strategy
• How to Measure Advertising as an Investment
• Form a Merchant Survival Strategy in a Down Market
• How to make Generic advertising Accomplish Specific Objectives
• How to construct a 'Media Mix' to Reach New Markets
• How to Compute Reach and Frequency in Print Advertising - and knowing which to use - and when!
• eCommerce advertising - Advantages, pitfalls, and how to get the real help you need.

This program is a super-hit with merchants – which is all the more reason advertising sales people need to know how successful small business advertising strategy is created! 

You can get our Ad Strategy One-Sheet here!

This program is a perfect compliment to James Lorenzen’s In-Synch Selling for Advertising Sales program. If you’d like to book one – or both – for your group, we invite you to tell us about your next meeting.

Questions? You can Contact Us or simply call us at 805-265-5418.