with traditional media is the number one way companies market their
by Dr. Kevin Nunley
I am flipping
through the back ad pages of a travel magazine. There is page after
page of small display ads for bed and breakfasts, hotels, and tourist
attractions. Almost ALL of the ads feature a web site address. The small
ad is used to interest readers while the web site gives the prospect
complete details and order information.
of promoting web sites with ads in traditional media has become extremely
popular. It makes a lot of sense now that half of all North Americans
are online (with huge and growing groups on other continents). A recent
survey of large companies shows their favorite ways of marketing the
corporate web site are (1) print, (2) TV, and (3) radio. It is a great
way to stretch the benefit of small print ads and short commercials.
Commercials tout your main message while your web site fills in all
the details and takes the order. Quick, less expensive media advertising
does double-duty thanks to the Internet.
TV commercials regularly flash a web site address at the end. Local
auto dealer commercials direct viewers to their web site. A newspaper
or magazine ad that doesn't feature a web site URL almost looks bare.
Even radio commercials and telephone hold messages feature info on the
company's web site.
media offer you established audiences of all sizes, targeted to every
imaginable group. Print, radio, and TV have reliable ways of measuring
audience and setting ad prices. You can use ratings and cost per thousand
to find the best deals and gauge response. Find media options and rates
by calling media sales departments. Also check SRDS (Standard Rate and
Data Service) who publish the latest info on media, ads, and prices.
your site with radio
you low-cost local commercials designed to reach a specific age group
and lifestyle. Many businesses plug their web site in radio commercials
as a way to give customers additional information. What the sixty second
commercial can't include, the web site fills in. Rates range from a
few dollars in small towns to several hundred dollars in larger cities.
Prices are always negotiable and are cheaper when bought in bulk "packages."
If you can't afford your own radio commercials, ask another business
if you can piggyback your ten second ad onto their commercial (while
helping to pay for their ads).
advertising can be very expensive. A small, cheaper one inch display
ad run in each Sunday issue can bring big results over time. Include
your web site address with a compelling benefit visitors will receive
(info, e-coupons, special prices, instant ordering).
Magazines give you a more tightly targeted audience. The more closely
you match the media to your best customers, the better your advertising
will work. Magazines and journals usually require a couple months lead
time before your ad appears, so plan well in advance and stick with
your plan. Industry newspapers and newsletters have a much shorter lead
time and reach an even tighter targeted group of prospects. Don't hide
your web site URL in tiny print. Many people who are online will eagerly
check out your web site whereas they might not call or request info
gives you low-cost TV commercials
gets you access to a large television audience without the often high
prices of broadcast TV. Rates are about the same as radio's. Your local
cable operator can put your ads on in specific neighborhoods or zip
codes and on specific programs that are most likely to draw your best
customers. Save production costs with one of the many small production
houses that are popping up with the advent of cheap digital video cameras.
traditional media to build your email list
the problems with traditional media is it's very hard to get participation
from the audience. It is difficult for readers, listeners, and viewers
to ask questions, make suggestions, or voice concerns. Email gives you
a huge advantage in this area. Use your traditional media ads to get
prospects interested in being on your newsletter or discussion group
list. Also offer info via autoresponder. People don't mind getting email
from you if it contains interesting, valuable information.
the Internet to mesh with traditional media more and more in the near
future. Cable TV is already working on set-top boxes that will instantly
link viewers to related web sites. Big Internet companies with an eye
on advertising revenue are working hard to shape their audiences to
be more like traditional media audiences. You can ride the front of
the wave by looking for ways to promote your web site with print, radio,
Nunley provides marketing advice and copy writing for businesses and
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