I am often amazed that businesses, in times of economic difficulties, cut back on their advertising.  While it is important to look after the customers you already have, it is also important to continue your search for new business and one way of doing this is through advertising.

When you have limited funds, however, how do you avoid paying a fortune for an advert that doesn’t bring results?  A lot can be gained from research but sometimes you just have to weigh up the cost and the risk.  I know many businesses who have ‘wasted’ money on advertising in the wrong publication, either the wrong audience or just not well read at all, and your research should help you avoid this common mistake.  You need to be clear who your target market are and then find publications that aim at that market.

A free way to gain advertising is to write a Press Release, find out who to send it to at your target publications and then cross your fingers that it is something they are interested in.  A good resource for PR advice and tips is Antonia Chitty’s website http://www.prbasics.co.uk -Antonia is friendly, professional and very knowledgeable.  You could also look at responding to press requests – I have had a lot of national coverage from responding to these over the last two years.

Something new I am working on is a local magazine aimed at mums in business.  Already running successfully in the Midlands and Dorset, the Business Mums Journal is spreading across the UK by a network of local editors.  All the printing and layout design is done centrally to ensure quality and consistency and they are attracting some big names in the business world as well as getting support from Mothercare.  I know that advertising in the regional parenting magazines is good for business and this magazine is set to sit nicely alongside as a resource for mums in business.

Whatever you do to cut costs in your business, please think twice before you slash your advertising budget and look for ways to get more for your money instead.

I have had an idea for a while now, well since I started thinking about events around 2 years ago.  The growth of smaller regional baby fairs seems to be following the rapid expansion of wedding fairs across the country so the time is right for something a little different.

As a mum with two gorgeous, exasperating, wonderful, demanding girls I know how much of a change the step from a couple to a family can be.  With the trend for new couples to move away from their extended families, the support network of years ago is no longer there at such an amazing and scary time.  This is what happened to us, and while I only live an hour away my parents were not handy for advice and support so I had to wing it.  Fortunately my girls have turned out well, but wouldn’t it be lovely to have somewhere to go to speak to parenting advisors, to see the latest gadgets to help you through this wonderful time?

This is how the idea started but since that first seed planted itself in my brain it has developed and grown into a fun filled family day out with lots of activities.  With a fashion show, outdoor fun fair and lots of shopping to do the Yorkshire Family Show is turning into the must see family event of 2011.

So, here we go with just over a year till our provisionally booked August date and the search for exhibitors has started.  There are lots of opportunities for relevant businesses to get involved and I am hoping that my excitement will prove to be infectious!

If you were involved with Darlington Pregnancy, baby and toddler fair you will know how well it went – estimated visitor numbers at 400, lots of fun and definately going to be repeated!  The two weeks run up to the actual day was frantic, lots of last minute alterations and even some bookings.  This is what I thrive on, having lots to sort out and rushing from one job to the next.

The only problem with being so busy is seeing my children having to cope with a rushed mummy who can’t spare five minutes to play or read a book with them.  They see how snappy I get when things are quite going to plan and I see the disappointment on their faces as once again mummy has to work instead of spending time with them.

This week has been fantastic.  It did take a while for me to get used to the change in tempo, I’ve lost count of the times I have refreshed my email and been disappointed that there were no new messages.  Helped by the lovely weather I have spent days instead of minutes playing with my children, out in the sunshine listening to their excited giggles.  Today we have a picnic packed up and when Daddy has finished work we are going off out on an adventure.

So what if the postman hasn’t brought lots of booking forms.  So what if the phone isn’t ringing, the emails aren’t coming through.  I am a mummy and I am lucky to have two wonderful daughters who just go with the flow, and this is their time.