Hello class, hope this lesson finds you all well and in good spirits. Just FYI, you are more than welcome to use any of my articles on your website or blog as long as you leave everything intact.
Today we are going to talk about offline advertising. At some point, you will consider marketing offline to promote your business. If you don't play your cards right, you can lose your whole advertising budget and gain nothing! Needless to say the hardest part of this whole equation is figuring out when, where, and how much to spend. If you get it right, you will get a nice return on your investment for years to come.
How will you make the right advertising decision? Well in order to make a good decision you must be armed with information. You need to know:
- What different types of advertising media are available. - Which markets these different methods can reach. - You need to know the demographics of who you'll be advertising too. - You need to know what your market is buying.
TV, radio, and print aren't the only methods to promote offline. Consider trade shows, press releases, billboards, word of mouth, telemarketing, branding, and direct sales to name a few.
The most expensive offline advertising will be radio, TV, and print. But these big boys can be bought for pennies on the dollar if you're willing to advertise during their 'non-primetime' hours. These times slots can still bring a lot of eyes and ears to your home marketing business.
Trade shows are a great way to get your business in front of a targeted audience and your appearance at the show could be a good angle for a press release. And the icing on the cake is that your press release may get you on the local news, radio, and newspapers!
A direct sales and/or telemarketing team can prove to be very lucrative, however it will require a huge investment of time and money to start. Then you're at the mercy of your sales team and your company may lose some respect.
When you think about Visa, you might think that "It's everywhere that you want to be." Or that a MasterCard is "Priceless". We all know that Wheaties is "The breakfast of champions." And that you can "Be all that you can be." in the U.S. Army. This is considered branding, or in marketing terms a USP (Unique Selling Proposition).
If you have a slogan and want to brand it, consider billboard advertising. It's relatively inexpensive and could be what get's your home marketing business inside peoples long term memory!
Whatever method or methods you decide to advertise with, make sure that you are testing and tracking the results. I can't emphasize that enough...you need to know where you are getting the best and worst return on investment. Once you learn what works best and how to exploit that method, you will enjoy success for years to come.
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