Here are links to the recent posts on how to best use the different advertising media. Like I said before, all advertising works and all advertising doesn’t work. It depends on two factors, how you use the media and what you say (work on that last one first, then pick the media best suited to say it.) You’re going to want to bookmark this page and share it with your fellow business owners. Before you spend a penny on advertising, spend a few minutes reading these posts.
Television – The Super Bowl of Ads: Television is a powerful branding tool and a powerful direct marketing tool. The downside is it is expensive and people spend as much time and energy trying to avoid TV commercials as they do trying to see TV content.
Radio – The Marathoner: Radio works best for long-term branding campaigns. You can reach a lot of people at a reasonable rate. You just need a great copywriter to craft the kind of ads that can get people’s attention. Boring ads that sound like everyone else are where most radio dollars are wasted.
Billboards – The Drive-By Advertising: In terms of eyeballs per dollar, billboards are one of the best values out there … As long as you can tell a heartfelt story in one picture and six words.
Does Newsprint Even Exist Anymore? Even though it has fallen out of favor with most advertisers, newsprint (whether in print or on a screen) advertising can work if you remember to create the ad the same way a journalist creates a story. You need an engaging picture and a killer headline to grab someone’s attention with this passive media.
Magazines – Speaking to the Tribe: Magazines are newsprint without the daily frequency or the large readership. That’s the downside. The upside is that the niche readership of the magazine means their readers are already qualified members of your tribe. Speak their language and win their hearts.
Why Email Works (And When it Doesn’t): One of the more affordable ways to reach your current customer base to get them back into your store. This post includes tips for getting better open rates and more traffic in the store.
Shares, Comments and Likes (How to Get Facebook to Work for You): Social media is exactly that—social! When you learn how to have two-way conversations and how to reach customers in a way that makes them interact, you’ll find the time you spend on social media is finally worthwhile.
Websites – The Silent Salesman: In today’s retail landscape where everyone has the Internet in their pocket, you need a website. Here are some tips for how to build a website worthy of your brand.
Direct Mail – Do the Math: Direct Mail is for Direct Marketing. You need a relevant offer at a relevant time to a relevant audience to make it work. You also need to know the math to see if the ROI is worth it. This post shows you the math.
Yes You Can Buy Word-of-Mouth Advertising: The most effective form of advertising is Word-of-Mouth. It has always been that way. This post shows you where to put your “advertising” money if you want to get people to talk about you.
Google AdWords – Wasted Money or Well Worth It? When you have a great solution and can convince people of that on a single web page, you can get a lot of customers through Google AdWords. If you don’t have a great solution or cannot communicate that solution well, you can blow through a lot of money quickly with little to no effect.
Mobile Marketing – Winning the Transactional Customer Today: Mobile marketing works well for making a Direct Marketing offer, but be careful how you use it. If you have a “deal-of-the-day” or are a restaurant with daily “chef’s specials” it can be highly effective, but as a branding tool, it won’t get the job done.
Movie Ads, Placemats, Yellow Pages, and More: Here are some of those other more obscure and/or obsolete media someone may try to pitch you. Be wary.
If there are other media you are considering that aren’t covered here, let me know. I’d be happy to explore the ideas with you. As always, if you ever have a question about your marketing and advertising, whether it is about your message, your media choice, or anything else, send me an email.
PS If none of these forms of advertising are in your budget, go to the Free Resources page and download one of my Marketing on a Shoestring Budget pdf’s. You’ll find a few more tools to throw into your marketing and advertising toolbox.