How to Make Customers to Buy Ads

Selling Advertising in a down economy can be a real run through quick sand some times. Selling advertising is never totally easy, but during recessionary periods many small businesses are worried about paying the rent, and they are cutting costs. Yes, it is true as any advertising executive will tell you that they inadvertently end up cutting off the hands that are feeding them, when these small businesses stop advertising.

Let's face it advertising costs money, and right now credit is tight and many small businesses do not have a lot of cash on hand, and they are cutting employees, frills, inventory, and yes advertising. So, where can an advertising executive or representative find willing patrons?

Well, may I suggest that the go and talk to the shopping center owners or independent smaller Commercial Property Owners, as these folks do not want to lower rents, can you blame them? If they have to renegotiate 5 to 10-year leases now, they'll be sorry come mid-2010; and they know it too. Small Commercial property owners have been through many up and down cycles, and they know the ropes.

So, why not try the Co-op type marketing campaign with them on behalf of their leases. Many suppliers also offer incentives like co-op advertising to keep their outlet distributors in business in leaner times. Also, large chains do not wish to cut stores, and are more likely to try new advertising campaigns that are non-traditional and spread the cost over a larger area of company owned stores.