Why advertising
with traditional media is the number one way companies
market their Internet presence.
by Dr. Kevin
Nunley
articles
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I
am flipping through the back ad pages of a travel magazine.
There is page after page of small display ads for bed
and breakfasts, hotels, and tourist attractions. Almost
ALL of the ads feature a web site address. The small ad
is used to interest readers while the web site gives the
prospect complete details and order information.
This method of promoting
web sites with ads in traditional media has become extremely
popular. It makes a lot of sense now that half of all
North Americans are online (with huge and growing groups
on other continents). A recent survey of large companies
shows their favorite ways of marketing the corporate web
site are (1) print, (2) TV, and (3) radio. It is a great
way to stretch the benefit of small print ads and short
commercials. Commercials tout your main message while
your web site fills in all the details and takes the order.
Quick, less expensive media advertising does double-duty
thanks to the Internet.
Network TV commercials
regularly flash a web site address at the end. Local auto
dealer commercials direct viewers to their web site. A
newspaper or magazine ad that doesn't feature a web site
URL almost looks bare. Even radio commercials and telephone
hold messages feature info on the company's web site.
Traditional media offer
you established audiences of all sizes, targeted to every
imaginable group. Print, radio, and TV have reliable ways
of measuring audience and setting ad prices. You can use
ratings and cost per thousand to find the best deals and
gauge response. Find media options and rates by calling
media sales departments. Also check SRDS (Standard Rate
and Data Service) who publish the latest info on media,
ads, and prices.
Promote your site
with radio
Radio gives you low-cost
local commercials designed to reach a specific age group
and lifestyle. Many businesses plug their web site in
radio commercials as a way to give customers additional
information. What the sixty second commercial can't include,
the web site fills in. Rates range from a few dollars
in small towns to several hundred dollars in larger cities.
Prices are always negotiable and are cheaper when bought
in bulk "packages." If you can't afford your own radio
commercials, ask another business if you can piggyback
your ten second ad onto their commercial (while helping
to pay for their ads).
Print ads
Daily newspaper advertising
can be very expensive. A small, cheaper one inch display
ad run in each Sunday issue can bring big results over
time. Include your web site address with a compelling
benefit visitors will receive (info, e-coupons, special
prices, instant ordering).
Magazines give you a
more tightly targeted audience. The more closely you match
the media to your best customers, the better your advertising
will work. Magazines and journals usually require a couple
months lead time before your ad appears, so plan well
in advance and stick with your plan. Industry newspapers
and newsletters have a much shorter lead time and reach
an even tighter targeted group of prospects. Don't hide
your web site URL in tiny print. Many people who are online
will eagerly check out your web site whereas they might
not call or request info by mail.
Cable gives you low-cost
TV commercials
Cable TV gets you access
to a large television audience without the often high
prices of broadcast TV. Rates are about the same as radio's.
Your local cable operator can put your ads on in specific
neighborhoods or zip codes and on specific programs that
are most likely to draw your best customers. Save production
costs with one of the many small production houses that
are popping up with the advent of cheap digital video
cameras.
Use traditional media
to build your email list
One of the problems with
traditional media is it's very hard to get participation
from the audience. It is difficult for readers, listeners,
and viewers to ask questions, make suggestions, or voice
concerns. Email gives you a huge advantage in this area.
Use your traditional media ads to get prospects interested
in being on your newsletter or discussion group list.
Also offer info via autoresponder. People don't mind getting
email from you if it contains interesting, valuable information.
Watch for the Internet
to mesh with traditional media more and more in the near
future. Cable TV is already working on set-top boxes that
will instantly link viewers to related web sites. Big
Internet companies with an eye on advertising revenue
are working hard to shape their audiences to be more like
traditional media audiences. You can ride the front of
the wave by looking for ways to promote your web site
with print, radio, and TV.
