Add Some Ads

Too often home care companies treat advertising as a second-tier expense — it is something they could do if they have a good year, but certainly not necessary. While advertising is often not included in the budget, it is the right thing to do for many companies. But getting results takes both time and money.

When you do decide to do some advertising, you must first focus on your budget. You may want to look at all the money you spend on lunches and mugs to see if you have some money that could be allocated toward advertising. Make your staff aware that they should be keeping their eyes open for advertising opportunities — both for purchase and those that are free.

Regardless of how much you decide to spend, make sure you get back the most from your advertising investment dollar. Take these 10 strategies into account as you rethink your budget and plan for the coming year:

1. Consider placing your radio advertisement in the off-hours, when people are not driving to work or sitting at home cooking dinner. Many of our customers are not in the work force so these hours may be just right. You also will find it is less expensive to advertise in these time slots.

2. Avoid the large advertisement you can only afford to do once. As you may already know from watching television, the most remembered advertisements are those that we see over and over again. Go for consistency. Small ads placed on a regular basis get the most attention.

3. Consider the classifieds. Classified ads are often less expensive than display ads in newspapers and magazines and are often seen by more people.

4. Get a partner to share your advertising costs. Manufacturers, vendors and service organizations may be willing to help you with some of the costs. This may allow you to invest the same amount of money in your advertising but increase the frequency of your ads.

5. Keep focused on the customers you want to reach. When working with a local newspaper or radio station, ask about the markets they reach. Is this the same audience you want to reach?

6. Sponsor a social service community event. In every community there are events and programs that get everyone's attention. It may be a holiday celebration or fund-raising event for the local hospice organization. With a sponsorship, your name will gain visibility in the community and possibly give you a chance to enhance your business network.