In the age of social media and ‘sharing’, it seems that more and more business are cutting back the amount of traditional media advertising they’re using, if not avoiding it completely. There is no example more obvious than if we take a look at the diminishing size of our Newspapers. Advertisers have jumped ship albeit for the trusty Real Estate section which continues to keep the publications afloat.
Traditional media is classed as TVC, Radio, Print and Outdoor advertising and has often been pitted up against the openly available digital advertising, which is pretty much everything you see through your computer or phone.
So is one medium better than other? Many would argue that hands down, digital media advertising is the only way to go. The fact is digital media is the most powerful out of the two methods simply due to it’s reach is infinite. Traditional media is somewhat closed in with only the direct audience who is driving past that particular billboard, watching that particular TV commercial or reading that particular newspaper being the only ones seeing the advertisement.
With our limited attention span these days, that quick glimpse of an advertisement in a glossy magazine can be erased as soon as the page is turned, unless, you can integrate some Digital media into the content.
Traditional media can work but it needs to be complimented with a strong internet presence. Specific directions to websites or Facebook pages must be given to the audience of your advertisement. See it as a call to action. It will be almost a certainty that your audience will have their phone close by and as easy as that, they can jump on line, check out your website and just happen to see a the promotion you’re running for new customers.
If used appropriately, traditional media can be the perfect icing on the cake to a new campaign or just some brand recognition. Here’s some tips on how to make it work:
Choose your method carefully and do some research.
Don’t advertise in the first magazine that takes your fancy or on that billboard that you always pass on your way to work. You may think these options are the best for exposure but are they the best for your brand and would your potential customers even be looking there? Some things to consider:
a) Are the people you’re selling too reading this magazine/listening to this radio station? Get the statistics from the publishers/broadcasters of their audience. It’s no good advertising your boat repair business in a gardening magazine.
b) Is the publication/radio show/ TV show a positive image for your brand and one that you are proud to affiliated with?
Make your advertisement professional.
There’s no use paying a bucket load of money for a spot on TV when the commercial the viewers are seeing is of a sub-standard production. If you are advertising through print, your graphics and images must be clear and of a high standard and all of your contact details are easy to read.
Mention your Website.
It may seem obvious to you that people will just jump online and look for your website, but you really need to state the obvious. Ensure that you mention your website and make sure it’s clear on your advertisement. If there is room for it, you can mention the services your website offers for example, book online for a free quote. This is giving people a reason to visit, if simply to make their lives easier.
On a side note, try and make the name of your website fit your business and if possible, simply be the name of your business. Sometimes if you to try to get too clever with your domain name, it can cause confusion to new customers if they are at the right place.
Invest in Google Adwords.
Just Google it. Such a common phrase but one that rings true when people are trying to find something and they’re not sure the exact place on the world wide web to start looking.
Throughout the shelf-life of your advertisement, there is no more important place to be present than with Google. Google Adwords will not only assist in directing people who are searching for your exact business, but also to people who are looking for a similar service. You need to do everything you can that if people just Google your business name after seeing the advertisement, there’s a good chance they’ll find you.
Start with a promotion.
An advertising campaign can be purely branding your business. It is always a good idea, even if your advertisement is not blatantly advertising a sale or promotion, that your new potential clients are rewarded for making the effort to visit your website or signing up for your newsletter, etc. You can offer simple incentives which don’t over promise, for example; refer a friend and receive a 10% discount or organise a quote and receive a coffee cup. You need to get your customers in the door first.
Make sure you have at least two different sets of eyes read your advertisement, watch your commercial etc before it is released. It is not up to the network or publication to proof read your material to make sure everything is spelt correctly and you have the right phone number listed.
Remember the old fashioned way.
Don’t assume everyone seeing your advertisement is automatically going to jump online. You must not let lack of contact details be the reason that you miss a potential sale. A phone number and even address (if appropriate) will not only make it easy for someone to pick up the phone and call you straight away, but reinforce that you are a credible business.
Not sure where to start with your advertising? Give us a call at Shared Marketing.