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Marketing
Consultants for Small Business Web Site Design Email Newsletters Print and Brochure Design Trade Show Exhibit Design Newspaper & Magazine Advertising Direct Mail Projects |
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Marketing Tools |
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| Project Portfolio News & Magazine Ads Brochures Newsletters Catalog Mailers POP Displays T-Shirt designs Old Photo Restoration Photography Web Site Optimization Web Sites |
Advertising Media usually tops the
list when people review their marketing programs. Budget usually
restricts most marketers from pursuing particular media, but there are
options. Many forms of media can be purchased with a limited zone
circulation and will become affordable. TV is very expensive when purchasing time on a major network affiliate with a large broadcast area, and will only be possible for advertisers with large budgets. Cable TV, on the other hand, is affordable to almost all advertisers due to the small zones available, and the multiple network packages offered by the companies. Cable TV also offers a great opportunity for “Target Marketing” by allowing the advertiser to select a zone in his immediate location. This feature is important if you determine that your customers will only drive 5 or 10 miles for your services. Cable TV also can deliver as many, or as few, networks as necessary to reach your customers. You can just buy MTV if you are targeting kids and teens, or Lifetime with ads directed toward women, or the Discovery Channel and CNN for men. Newspapers are always affordable, plus you may want Yellow Page ads, direct mail, radio, and /or magazines. All media should be carefully considered when evaluating your options. Other marketing tools that are not so obvious are: Customer Referrals – “Word-of-mouth” advertising has always been considered the strongest form of ad. Customers that are happy with your service or product will tell their friends. This confirmation is the best form of testimonial. Offering your customers special discounts or coupons that can be distributed to their friends makes them look good to their friends, and you get new customers! Web Site – “Your 24/7 Business Presence.” Your shop may be closed, but your web site is open for business! Even if you can’t sell on-line, your customers can access your site at their convenience, find out what they need, and respond by e-mail or by filing an on-line form. Problems can be evaluated and then solved without confrontation. Your web site can tell the whole story. All your other advertising can refer customers to your site for details. Although the size of a newspaper ad can be dictated by many issues, increased size based on the need to display volumes of information may be unnecessary. A web site can allow you to display all the information necessary at a substantially reduced cost, thereby reserving marketing dollars for other areas. Public Relations – Never miss an opportunity to receive positive exposure in the news media. Whenever possible, feed your local newspaper, TV, and radio news editors with information about your industry. Show them that you’re raising the standards for businesses in your field. Help them do their job better, and soon you will find them using you as a reference on pertinent issues. Every time your name appears in print as an authority on a subject you gain credibility with the public. This approach can also be good damage control for the unexpected problems. A positive image can cause the media to soften their criticism, should you be unlucky enough to have a customer complaint against you. Printed Brochures – Brochures are tangible items your customers can carry with them, distribute to friends, use as reference, or keep for your phone number and web site address. For more information return to GregSchaale.com Home Page
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