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Understanding the Different Methods of Offline Promotion
Copyright
© Stone Evans, The Home Biz Guy
http://www.pluginprofitsite.com/main-6973
No business can
survive the long run without some form of consistent advertising. As a result,
most business owners will eventually consider using advertising to promote
their business.
The toughest part of the advertising equation is in
determining where and how to spend your advertising dollars. If you do it
wrong, you could plunk down your entire advertising budget and receive
absolutely no return on your investment. But, if you do it right, your
advertising could continue to bring a nice return for years to come.
HOW DO I MAKE THE RIGHT ADVERTISING DECISIONS
In order to
make good decisions concerning how to spend your advertising budget, you must
first have a good understanding of the different types of advertising and
promotion available and what can be expected to be achieved by each.
· You must understand which markets the different media's can reach.
· You must understand the demographics of the media's consumers.
· You must understand the buying habits of the consumers reached through
the media.
WHAT OFFLINE ADVERTISING & PROMOTION MEDIA'S
SHOULD BE CONSIDERED
The media's that people think of most often
are television, radio, newspaper and magazine advertising. Of course, these are
the big boys that big businesses use regularly.
Other methods of
promotion include trade shows, press releases, direct sales, telemarketing,
word of mouth, branding and billboard advertising.
CONSIDERING THE BIG MEDIA OUTLETS
The big boys of advertising
media's generally cost big bucks. Given certain circumstances, the big media's
can be bought for very little money.
Take for example, television,
radio and newspapers cost big bucks during their prime times, but can be bought
for pennies on the dollar during non-primetime hours.
Television
primetime is between 7pm and 10pm. Radio primetime is between 7am and 6pm. With
newspapers, the primetime is Wednesdays and Sundays.
If you intend to
hit a media during prime time, get ready to drop some bucks. Primetime means
that you will be able to hit more consumers during these times. So, in most
cases, a primetime buy will enable you to reach more people with your
advertising.
Non-primetime hours can still deliver a lot of eyes and
ears to your message, and sometimes, these off-hours can be bought for a
bargain basement price.
GETTING MILEAGE FROM EVENTS
Trade shows and press releases are more event-driven. The trade show is
the event, while the press release generally exploits an event.
Trade
shows are an exceptional tool when you deal directly with potential sellers of
your products or services. Other shows are directed at the consumer, and those
can be very valuable avenues for sales as well.
The press release is
aimed towards gaining attention for a business by distributing newsworthy
information about the business.
Sometimes the appearance of a
business at a trade show or other show can provide the necessary angle for a
press release. But most often, a successful press release will actually require
more noteworthy information than the appearance of a business at a show.
Yet, even the most mundane of information could be spiced up to give the
real air of importance necessary to get your press release read and printed.
The great thing about a press release is that might permit you to get
relatively inexpensive promotion on television, radio, newspapers and
magazines; for far less than what it would cost you to buy advertising in those
same outlets.
UTILIZING A SALES TEAM
Depending
on what type of business you run and the consumers you are trying to reach, you
might find direct sales and telemarketing to be very lucrative ways to drive
sales to your business.
Both are very similar in nature. Direct sales
can be very expensive, as it requires a great investment of time to
accommodate. Telemarketing seeks to minimize the time expenditure, but it often
leads to a smaller degree of respect and attention.
Depending on your
product or service --- and always depending upon the people you employ to the
task --- each method will be more suited to each business on an individual
basis.
BRANDING YOUR BUSINESS
I grouped branding
and billboard advertising together in my original list for a reason. I did this
because billboard advertising serves most businesses best by helping to support
the process of branding.
Branding is the process of establishing your
business as the supplier of a certain product or service, or in emphasizing a
certain USP (Unique Selling Proposition) as it pertains to your business.
If branding and USP seems to be a confusing concept, think about Wal-Mart
and their tag line: "Always Low Prices, Always."
Think about Ford
Motors, "Quality is Job One."
Think about the Visa Card, "It's
Everywhere You Want To Be."
You see, these top corporations have
managed to make their USP part of their branding.
Even if you are
only competing in a local marketplace, your USP can and should fit snugly into
your branding strategy.
NO MATTER THE MEDIA OR METHOD
Whichever method or media you should choose to employ in your advertising
and promotion, you should become knowledgable about your market, and the
consumers reached by each media. It is important to understand which consumers
can be reached by a certain media, and in what quantities.
However
you choose to spend your advertising dollars, you should always track the
results of your promotional efforts. Failing to track successes and failures
will ultimately lead to the failure of a business.
When you know whom
you are trying to reach and how you think you might be able to reach them, you
will begin to learn how to use advertising and promotion to make your business
successful. That is a good thing --- after all, that is why you got into the
business in the first place, isn't it?
-----------------------------------------------------------------
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Reprinted with permission from the Plug-In Profit Site Free Website Builder.
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