There is an almost bewildering array of options these days to advertise your small business. While the potential of online advertising to reach huge audiences should not be ignored, you should also be sure not to ignore the more traditional methods of advertising. As industry professionals like Joe Cianciotto can confirm, these more traditional methods – including broadcast and print – continue to be relevant even in the digital age. Here are some of the different options that you should keep in mind as you are planning an advertising strategy to promote your small business.
Broadcast Radio or TV
When we think about the impact of effective TV advertising, we only need to think about the fees that can be charged for advertising during major national broadcasts such as the Superbowl. Clearly, as a small business owner you are not going to be looking for national exposure, but the basic advantage of broadcast advertising still holds – this is a great way to reach lots of people at the same time, for example in a spot following the local news. This form of advertising is especially effective if you have a concise message that can be delivered in the space of a standard 15 or 30 second commercial. And don’t forget about radio – notwithstanding the growing popularity of music streaming services, many people continue to listen to local radio on their way to work as a way to catch up on the news. A spot on the morning show may reach many people for a relatively low cost.
While many people have expressed frustration with unsolicited flyers being delivered to their mailboxes, there are many others who appreciate receiving information from businesses with whom they have “opted in” as customers. Drawing on your business’ customer database, you can use this method to let your customers know about upcoming promotions, events or special
This form of advertising is more effective than you might expect, and can be very cost effective especially for businesses with multiple vehicles on the road. You can invest in custom graphics for your vehicles or you can have removable signs made. You may even find a number of people will be interested in carrying your sign for a monthy fee.
One of the most cost effective forms of advertising isn’t always recognized as advertising at all – the business card. While nominally about providing an easy reference for your contact information, many people keep business cards for services that they expect they will need down the road on their fridge or in their wallet, making it easy for people to find your business when they need your service. Business cards can be “ramped up” a bit by being produced as magnets, pens, or calendars.
As you can see, there are many options available for your small business that don’t involve online media. Whether you are trying to reach a demographic that does not use the internet regularly, or whether you simply want to expand your visibility beyond online media, these more traditional approaches to advertising remain effective.