NEWS: AA targets small businesses with ad advice

Britain’s three million small businesses are being offered a beginner’s guide to advertising, as part of efforts by the industry to tap into a potentially lucrative new income stream.

Britain’s three million small businesses are being offered a beginner’s

guide to advertising, as part of efforts by the industry to tap into a

potentially lucrative new income stream.



The Advertising Association is behind the initiative which offers

straightforward advice to businesses as small as a high-street

hairdressing salon. The campaign is also backed by the Department of

Trade and Industry.



The guide is jargon-free and presents ‘how-to-do-it’ advice for business

people who have never used advertising and know little about it.



The AA began talking to the DTI about the mutual benefits of targeting

small businesses at the start of the last recession, and the two

organisations have since run joint seminars around the country to

stimulate interest.



Andrew Brown, the director general of the AA, said: ‘The guide isn’t

intended to be a major piece of advocacy for advertising but will help

people who are thinking of running advertising for the first time.’



The initiative is directed mainly at new and successful small businesses

which have about 25 staff.



‘We’ve no idea how much potential business exists out there, but we

believe the initiative will not only be helpful to lots of small

businesses but to local media owners and agencies as well,’ Brown said.



The guide explains how to target customers, how market research works

and gives hints on choosing an agency, which media to use and how

advertising can be tested.



‘A major problem to be overcome with newcomers is their belief that

having advertised once they don’t have to do so again,’ Brown added.

‘The need to advertise consistently may seem self-evident to some, but,

in other cases, the advice has to be presented very simply indeed.’



The DTI is helping to distribute the guide through its business links

offices.



Richard Page, the minister for small businesses and industry, said:

‘Small firms need to recognise the importance of effective advertising

in sustaining growth and development.’



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