Gimmies & Freebies are not Advertising

by BIG Mike McDaniel

Published on this site: October 12th, 2006 - See more articles from this month

An ad in the annual Ladies Club Horse Show Program Book is not advertising. Neither is anything with your name on it in a high school yearbook.

Call 'em Gimmies and Freebies because the people who "sell" them are not selling advertising. They are looking for a handout. Gimmie. They think the disguise of advertising makes it all work. And for many, it does.

Businesses everywhere fork over the money for an "ad" with no coverage, no frequency very few, if any, readers. The value is only perceived because someone labeled it "advertising".

They can't call it a fundraiser because fundraisers don't make as much money as ad sales. You turn down fundraisers every day. By calling it advertising they can call on friends and customers and make them feel guilty if they don't fork over the cash.

The average business coughs up one to three grand every year for gimmies and freebies disguised as advertising. If you really want to be associated with the event offered, buy a small signature ad. But only buy the ones you really care about. The others should be told no.

Furthermore, you don't need to clutter your business with signs and posters for the charity, circus or church bake sale. You are not helping the cause a bit. No one will read or care what is in your window. Tell the little kid it is not company policy and let that be it. Better yet, blame it on someone else. Tell 'em your lawyer has advised against you openly supporting local events by displaying signs and banners because it gives the appearance of a legal liability by association. Works every time.

Keep your hand firmly on your pocketbook and spend your bucks on real advertising. Let someone else fund the gimmies and freebies.

You don't have to buy fundraisers disguised as ads even if you think saying "no" to the wife of your best customer will mess up your business relationship. It's all in how you say no.

Mike McDaniel: http://BigIdeasgroup.com BIG Mike is the Small Business Advertising Expert and author of the Special Report "How to say no to Little Jimmy's Yearbook Ad Pitch". This report details the simple way to save thousands every year saying NO the right way. To learn more visit http://tinyurl.com/pkujy