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Understanding the Different Methods
of Offline Promotion
Copyright © Stone Evans, The Home Biz Guy
http://www.pluginprofitsite.com/main-5361
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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