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.
by Louis Feuer, MA, MSW
Saturday, October 1, 2005

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.

  7. The best advertisement may come in the form of a story about your company or a client. There are no shortages of touching stories about the lives we have changed and the families to which we have brought great happiness. Newspapers often look for these human-interest stories. Contact your local newspaper and ask for a reporter or editor you can speak with who may be looking for such material. You can gain some exciting advertising through this very non-traditional advertising format.

  8. Another option is to purchase and write an editorial-style ad in your local paper. Although it looks like an article, it will appear with a small note on top indicating it is an advertisement.

  9. Take advantage of the free advertising the media gives away each year. Call the public service department of your local radio station and see how you can work with them on a radio show or other public service program they may be producing.

  10. Before you spend any money on advertising, make sure your message creates the attention and interest you are seeking. While the customer may not need your products and services today, think about whether the ad will create enough attention so they will at least read about what you are offering.

You may have some wonderful, exciting, life-changing products in your store, but if no one knows about them they will remain in your store. Consider how you are getting the word out — but never do it without considering, reviewing and analyzing all the options.

And always remember, your best source of personal advertising comes from your staff, including sales representatives, delivery personnel and technicians.

Louis Feuer is president of Dynamic Seminars & Consulting Inc. and the founder and director of the DSC Teleconference Series, a teleconference training program. He can be reached at www.DynamicSeminars.com or by phone at 954/435-8182.