Effective Offline Promotion

Although, most of your traffic will still come from search
engines and various online promotions, a little effort using
traditional media might also bring a large number of visitors
to your website.
Reasons, why you should take offline promotion of your website
seriously include:
Internet is increasingly becoming a part of our daily life.
However, still a big segment of the society - especially, the
elderly - don't spend that much of time online. Traditional
media is a good method of getting their attention.
If a person sees your printed advertisement with your URL in
a year-old magazine and gets interested in what you have to
offer, he will still be able to check out your website.
Research shows that at least four people browse through
a printed magazine in its life time.
With planned media promotion, you can tap into particular
target market, which otherwise might not be that easy to do.
For example: if you sell car accessories through your website,
a good promotional channel would be a specific radio station
that commuters like to tune in.
Your offline promotion endeavor should combine advertisement,
publicity and promotional items.
Advertising
Once you identified the potential target market that you would
like to reach, you can try to communicate with them using
various advertising methods. Advertising is a paid form of
delivering message to broad range of prospective customers
through billboards, posters, print, broadcast media, etc.
Each of your advertising campaign should have a clear goal
and carefully crafted plan. Since advertising in some media
forms is quite expensive, without a well-defined plan you
might waste your money for nothing.
Your advertising goal might include the followings:
- Bring targeted traffic to your website
- Stimulate sales
- Build brand recognition of your website
- Increase public awareness of your product and services
- Promote seasonal sales, clearance, etc. conducted through
your site.
Once you established your advertising goal, you need to clarify
advertising budget, timing and media. You should set your
advertising budget based on your objective. In general,
companies set aside a percentage of their gross sales as
promotional budget. A new online business might choose to
spend on advertising, amount allocated in its business plan.
Timing and scheduling are also crucial factors in advertising.
Where should you advertise is a difficult decision, which should
base on a number of factors:
Market reach
What is the market segment you would like to cover with your
present campaign?
Message
Depending on your goal, you have to choose the right message to
communicate with your prospective customers. The advertising
media has to conform to the selected message.
Product and service that you offer through your site
B2B and B2C products and services are usually different in
nature and require different media to reach targeted market.
Budget
The choice of media depends vastly on your budget consideration.
Major offline advertising mediums
Newspapers
Newspapers are very popular media forms of advertising. If you
are not planning to reach out to the mass, classified sections
of local newspapers should be your first choice.
Magazines
Specialized magazines are good for targeting particular interest
group. If you sell golf accessories through your site, you
should definitely consider advertising in one of the local golf
magazines. However, ad spaces in magazines are often quite
expensive.
Radio
Radio advertising is a good option, if your business is aimed at
certain social group like teenagers, housewives, drivers, etc.
This is also a relatively inexpensive way of delivering your
message to a certain community or locality.
Television
If the products or services that you offer have mass appeal,
television is an excellent media of advertising. As the audience
of a TV station changes depending on the show aired there is
a limited possibility of target marketing. The ability to use
audio visual scenes helps delivering certain types of message
to the audience more clearly than any other media, which makes
TV advertising highly effective but quite costly.
Yellow pages and other directories
You should definitely add your business along with your website
URL to as many printed directories as you can. Industry
specific directories are good advertising media for B2B
businesses.
Outdoor Advertising
Outdoor advertising with billboards, posters, etc. are effective
way of reaching out to a certain neighborhood. Since the
exposure rate of billboards is very high - people often take
the same route to work, it is a great medium to create brand
recognition.
Transit advertising
Advertising on various transports, terminals, subway are known
as transit advertising. Like billboards with this type of
advertising you can target a specific route or area. This can
be a very effective way to get your message to blue-collar
workers, if that is your market segment.
Direct Mail
Excellent way of delivering you message in the form of
promotional letters, catalogs, flyers, circulars, coupons, etc.
to your prospective customers. If you choose your mailing list
correct, the exposure rate and the response rate can be very
high.
Publicity
Publicity is any form of presentation of ideas, products, or
services delivered by the media themselves rather than as a paid
advertisement.
If your website carries a really new message or unique and
innovative products or services, for you publicity will be
definitely more effective than advertising. People, often, trust
news stories and articles much more than they trust paid
advertisements.
Press release
Newspapers, magazines, TV and Radio are the main publicity
conduits. Press releases are the tool to get into these media.
Whenever, you do something with your online business, which you
think is newsworthy you should write a press release and send it
off.
The main idea of a press release is to grab attention from a
news editor so that he writes a story on the subject.
That's why follow the following rules while writing a press
release:
- Keep it simple, clear and precise
- Be accurate in facts and figures
- The news highlights should be expressed in the first two
paragraphs
- The press release should have an eye-catching headline
- Tell your story from different perspective
- The press release should have less than 200 words
- Mention your website URL at least in two different places
Business material and stationery
All your business literatures, materials and stationery should
have similar consistent logotype and URL address. This is an
extremely effective brand creation method within the group of
people those, who one way or another, interact with your
business.
Promotional Items
Give away items such as Pens, coffee mugs, key chains, coasters,
calendars, sticky notes, etc. should have your company logo and
web address. Apart from building brand this also work as a daily
reminder for users of these items.

Creating A Network That Works

Do you ever stand in awe of those people who seem to know everybody and everything? I know I do! Regardless of what you're looking for, these people have their finger on the pulse of the 'Net and know where to find it. Their network of resources and people is incredible! Yours can be, too. It's actually very simple to create a network that works to bring you business, offers feedback and provides those resources that we all need to have.
---- Make A Wish List
The first step in creating a network that works is making a list of what you want. Go ahead, think of the perfect situation where you would have anything you needed at your fingertips. For example, if you have a Web design business you might find it very helpful to create associations with people who offer services that compliment yours. Why? Because if these people are heavily involved with the process of getting a Web-based business up and going, they could send you many leads and that could turn into paying clients.
What else might you want? Perhaps free advertising or publicity to bring more business your way? Sure! Write it down on the wish list.
---- Making Wishes Come True
Now, the next step is to find the resources you need in order to make those wishes realities. It's not as difficult as it sounds. Just expand on your wish list a bit in the following way.
We mentioned needing associations with service providers that compliment our example of Web design. So write down companies that provide: Web hosting, merchant accounts, shopping carts, autoresponders, Internet checks, copywriting, graphic design and scripting/programming.
We also said we needed some advertising or publicity. So add to the list the following: ezine ad swaps, banner ad swaps, local newspapers, local TV and radio stations, Chambers of Commerce.
Finally, it's time to go to work. The best way to start is to alert your friends and associates of what you are trying to accomplish. It's simple to send a quick email that states something to the effect of, "I'm in the process of expanding my resources and find I'm in need of the following [provide the list]. If you know of anyone who you highly recommend in one of the above areas, please offer them my phone number and email address. I am interested in arranging a joint affiliation with them in order to increase both our businesses."
You can also send the same message to any lists or bulletin boards you frequent. Most people are more than happy to refer those they have had pleasant working relationships with.
---- Final Decisions
Lastly, once you get the results from your search back, contact the ones you feel most comfortable with. Again, honestly explain what you are doing and that you would like to create a joint partnership with them in order to exchange leads, prospects and services.
Even if someone does not suit your needs at the moment, enter them into your database for future reference. I once had a graphic designer's email address and samples for 6 months before having a need for them. However, because I had already established contact, once my need arose it was smooth sailing!
When you are ready to begin your projects, just contact those on your list who can fill a need. Perhaps you want to advertise your Web design services. You can ask someone in your network (a Web host, a graphic artist, etc.) to participate in joint advertising with you. This will allow you to get excellent exposure for ½ the price because those costs are shared with your "partner".
You can also set up a referral process. I have several arrangements with others in where we exchange referrals. Some do it for a fee, others just do it on a one-for-one basis. You and your network member can decide what works best for you.
The results of this simple process are normally tremendous. The majority of small business owners are always looking for ways to expand their businesses. Exchanging leads with one another, creating joint affiliations and bartering are great ways to create a broad network that truly does work!

Some Advertising Is Doomed To Fail

When people are concerned about the lack of response to their advertising, usually they complain about one of two things. They either say, "I put it in all the popular ezines but nobody responded" or "I followed all the copywriting 'rules' but didn't even get one sale." This dilemma is normally due to one common problem. There is one thing most people don't think about that dooms their advertising to failure.
Advertising is a process, not an event. Basically this means four things.
(1) Your copy has to be fabulous.
(2) Your placement has to be right on target.
(3) Your timing has to be impeccable.
(4) You must repeat your ads regularly.
The one thing that most people don't consider that dooms their ads to failure is that all four elements in the process must be in place.
Let's go through them individually to get some clarification and ensure your ads get the response they should.
-- Your Copy Has To Be Fabulous --
Copy, especially with online advertising, is a primary concern. It has to grab. It has to push those emotional triggers. It has to stand out from the crowd in order to be seen. This normally means using a benefits-oriented approach.
When you speak to your customers through your advertising, your primary goal should be to answer two questions. "So what?" and "What's in it for me?"
-- Your Placement Has To Be Right On Target --
Just because the ezines, newsletters or Web sites you chose to place your ad with are popular doesn't mean your target audience frequents them. For example, let's say Worldwide Marketing Ezine has over 100,000 subscribers and everybody you know reads it like the Bible. You may be tempted to place an ad with them thinking you'll get a huge response. But if your product is an ebook that deals with gardening, you are most likely wasting your time and money.
When people read Worldwide Marketing Ezine, their focus is on business and promotions, not gardening. Yes, some of these people may be avid gardeners, but throwing a gardening ad at them while they are in "marketing mode" won't get you the response you want. A better idea is to seek out ezines that cater to gardening enthusiasts. That way, your ad will be placed in front of people who have an interest in gardening - while they are in "gardening mode".
-- Your Timing Has To Be Impeccable --
There are some general "timing" rules that apply in advertising.
1. Never advertise during a holiday weekend unless you are in retail. Most people are geared toward being with family during the holidays and don't notice advertising as much. The exception to this is retail. These stores do the majority of their sales during holiday times.
2. Summers are slower than the other three seasons. This is not to say that you shouldn't advertise during the summer. What it means is that you'll probably have to advertise more! Again, the focus of most people is on planning vacations, being with their children and having fun. Because of that, most won't pay much attention to advertising that isn't specifically related to their immediate need. You'll have to up your ad frequency in order to place yourself in front of them continually.
3. Always take advantage of advertising related products during "newsworthy" times. Nationally or locally, if your product or service relates well with something that is being covered in the news, jump on the bandwagon. Again, it deals with the general focus of your customer's attention. (Of course, PLEASE use good judgment!)
-- You Must Repeat Your Ads Regularly --
There is another old advertising saying (marketer's are just full of them). "Repetition breeds remembrance." Nothing truer has ever been spoken. Why do you think Pepsi and Coca-Cola spend millions on marketing each year? Everyone in the world knows who they are. However, they understand that if they disappear from view, they are likely to drop in market share and fast!
Pepsi, Coke, McDonald's and hundreds of other major corporations understand the importance of staying in front of their audience. The last statistic I saw pertaining to impressions stated that consumers must see your ad seven times before they really even notice it. SEVEN TIMES!
I know what you're thinking, "But I'm a small business owner. I don't have the budget of Coke or Pepsi." True. But you can swap ads with others, write and submit articles to ezines or Web sites, arrange joint partner ads and split the cost plus a number of other things to reduce your advertising expense. What's important is that you stay in front of your particular customer.
Once this combination is put into practice, you will notice a great increase in your advertising response. The result of an ad that is well written, placed in a targeted publication, timed impeccably and repeated with regularity will be a more consistent flow of sales for your business.