Media Marketing for your business.
Media marketing is huge. We are all bombarded with marketing messages 24/7, wherever we go. But does it work? Well, yes it does, but it can be a bottomless pit of costs for the unwary small or medium sized business. So be careful, start small, monitor carefully and analyse the results you get very carefully.
TV Advertising
National TV advertising is probably a no-no for most smaller businesses. But there is now a proliferation of specialist satellite channels catering for very specific niches. Carefully targeted these channels can provide a very cost-effective marketing opportunity. Research carefully, start small and keep a close eye on costs.
Radio Advertising
The huge number of local commercial radio stations that have sprung up in the last 20 years does offer a very strong opportunity for some businesses to benefit. You will probably be surprised at the relatively modest cost of these adverts. But do be careful about the time slots you choose. There is no point targeting working-age men with an advert at 3pm - much better to aim for the drive to work or the drive home; at these times there is a much bigger target audience at your disposal. Look carefully at the demographics and try to make the offer specific to that medium, that way you will find tracking the results much easier.
Newspapers and Magazines
From National to Local newspapers and 'Lads-Mags' to DIY and Sunday Supplements, there is a publication to suit every business. As with radio advertising, you need to look carefully at the demographics of the publication to ensure your target audience is being reached. Lots of basics - such as 'Never run and ad on the left Page' - but if you take the time and trouble to research this arena carefully you can achieve very good results.
PR
The perception of PR is that it's only for 'Big Companies'. Nothing could be further from the truth. It is true that there is little point targeting national media with an essentially local interest piece, but there is still huge scope to get 'Free' advertising. All publications and journalists are constantly looking for stories, you just need to press the right buttons. Prepare a Press Release carefully, write it in a style that matches your target publication, and make sure it has an attention-grabbing title. You will get nowhere with 'Local Company celebrates 25 years of Business', but you will fare much better with 'Chelmsford Business Beats Branson'. Obviously if you haven't it won't work! But think 'Outside the Box'.
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