10 Steps To Profitable Print Advertising

What’s black and white and read all over? According to the Newspaper Advertising Bureau, retailers hope the answer is "my newspaper ad."

If you’re like most small business owners, each year you spend the largest chunk of your advertising budget on newspapers. With that kind of investment, every ad you create should do double duty: sell tanning services and build your salon’s positive image.

You won’t win customers by boring them into buying. You’ve got to create a desire. A few simple pointers from experts will show you how to use newspapers to get those maximum results, without a Madison Avenue budget.

There are many tried-and-true techniques for deciding on an advertising budget. Yet many small businesses fall into the trap of spending "all we can afford" or "as much as our competition."

This can get a salon in trouble, because its budget should be based on goals for the coming year and what the project sales will be. Experts say the fixed percentage of sales budget is most widely used. As a rule of thumb, experts recommend spending 10 percent of gross sales the first year in business, 7 percent the second year, and never less than 5 percent a year after that. Base the figure on predicted future sales, using your knowledge of your average annual sales.

The most successful advertisers are not capricious ad-by-ad makers. They’re consistent ad campaigners. If you’re constantly changing direction, the audience won’t recognize you. Plan your ads six to 12 months in advance to deliver a central selling message and consistent look that build customer confidence.

Start by clipping a few ads run by other local salons. Studying your competitors will help you discover your shop’s "unique selling proposition." As you look at the ads, ask yourself "What do I offer that the others don’t?" That aspect can become the focus of your campaign.

Next, define your store image. What kind of services do you provide? Do you specialize in tanning? Or do you offer a full range of beauty services? Remember, the image projected in your ads must match the reality customers see when they walk in the door.

Finally, think about your customers. What is their gender, age, education level and income? This will be your target audience.

Write down these answers and keep them handy. You’ll use them in creating ads and in choosing newspapers.