When I worked in advertising sales for various media companies, I often heard phrases like, “We don’t do any advertising” or “We only rely on word of mouth.” But every time, I would look around and notice evidence to the contrary. There was usually a sign outside the door, flyers on the front desk, branded packaging, or even wrapped vehicles with the company logo. I had often already researched them on social media or seen their accounts before walking in, and many of these businesses participated in trade shows, using promotional materials. They were actively advertising and promoting—they just weren’t doing “traditional or digital advertising” as they understood it. Was it a budget thing? A misunderstanding of how “traditional or digital” advertising works? Or did they think it simply wasn’t effective? Word of mouth advertising is great (so long as the word is positive), but it has its limitations. Great PR that garners earned media coverage, and an engaging social media presence can also be valuable—but they won’t be effective if they’re only reaching your current audience. That’s where paid advertising comes in. Traditional and digital advertising are tried-and-true methods for increasing leads, gaining new customers, and raising brand awareness. It has been essential for decades and will likely remain so for years to come. However, before diving into advertising, business owners need to start by assessing their current position and setting a realistic budget. Key Considerations Before Starting Advertising & Promotion: 1. Know Your Audience - Who are you targeting? Age, income level, geographic location, interests—these details matter in defining your advertising strategy. 2. Choose the Right Medium - What media will allow you to reach your target audience most effectively? This could be anything from traditional media (print, radio, television) to digital channels (social media, email marketing, video ads). 3. Set a Budget - Advertising and promotion can be expensive. You must determine how much you can invest monthly. Can you afford a media mix to diversify your efforts? Ensure your budget accounts for testing and adjusting over time. 4. Commit to a Timeframe - Successful advertising takes time. Be prepared to commit six months to a year for any advertising method, evaluating its performance quarterly. Expecting an immediate 1000% return on investment is unrealistic. However, you should at least break even with a reasonable percentage return beyond that, depending on your objectives. 5. Track Performance - Have a way to measure your results. Are you gaining more awareness, sales, or leads? Tracking metrics will help you understand what’s working and where to pivot if needed. Questions to Ask Yourself: - Who is my target audience? (Age, income, geography, etc.) - What advertising methods will best reach this audience? - What is the monthly cost of each method? Can I afford to use more than one medium? - Can I commit six months to a year to my chosen strategy, with regular evaluations? - What is my total budget, and am I prepared to adjust my strategy if necessary? - Am I skilled at negotiating rates with media companies? - What are my goals? (Awareness, leads, sales, etc.) - Do I understand how to use both traditional and digital media effectively? - How strong are my public relations skills? Can I pitch stories to local media or write press releases? - What is the core message I want to communicate in my advertising? Planning and Strategy Effective advertising and promotion require thoughtful planning and execution. Start by answering these questions to draft an initial strategy. Your plan should be set on an annual basis, with quarterly evaluations. If something isn’t working, pivot—but give it enough time to show results before making major changes. Advertising may take time and investment, but with a well-structured plan, it’s one of the most powerful tools for growing your business.