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Offline Promotion Guide
(cont'd)
Television
Next we'll talk about the big one - TV. This may well appear to be
financially out of reach of all but the biggest websites with very
large advertising budgets, but no this is not true. OK admittedly
you probably don't and never will have the financial capability to
run ads on mainstream Cable such as Fox in America or Sky in Britain
and Ireland, not to worry though as such advertising is usually
targeted very generally and is useful only to sites with broad
appeal such as Amazon.com or Yahoo.com.
Local cable television advertising is much more feasible and
effective for the more 'ordinary website'. This type of advertising
appears to be very reasonably priced at the moment and is
particularly effective if your product or services is oriented
toward a specific geographic target market, for example imagine if
you were a Detroit web design company, simply advertise your company
and URL on a local Detroit channel. Contact a Sales representative
from your local cable company to find out more. You should of course
mention your URL on numerous occasions within your ad spot.
Radio
Radio advertising can be very effective in advertising your URL if
your domain name is short, catchy and easy to remember. Creative
webmasters could develop short scripts themselves whereby their ad
incorporates their slogan which in turn incorporates the benefits of
visiting their URL. As with TV advertising radio ads work best when
targeted towards a specific demographically segmented market such as
a certain cities residents. Again price wise you mightn't be able to
compete with the big boys and have ads on very popular stations, but
local stations offer good prices. Keep in mind however that prices
all depend on when and how often your ad is run.
Newspapers, classifieds and related magazines
The print media which includes newspapers, journals and magazines is
another avenue where your can have your URL exposed for everyone to
see. It's best first to start advertising your products, services
and URL in local newspapers and then if successful continue onto
regional and national publications. If you can't afford the common
graphical advertisement as seen throughout newspapers and journals
related to your industry don't worry as most of these publications
have classified ad sections. Classified ads allow you to reach a
targeted audience very cheaply with a simple short message and of
course your URL is included in there somewhere too.
Company vehicles
We all see vehicles with company names and telephone numbers on them
driving our streets and motorways. This is a great idea as it gives
potential customers the chance while out and about to learn about
the company and also learn about how to contact them should they
need the service or product they offer at some stage in the future.
I often wonder why more websites aren't promoted in this way by
simply adding the company website URL also, you definitely should do
this.
If your business is an exclusively online entity then your URL
should be large and very visible to anyone who glances in the
direction of your vehicle. Again many people would be driving or
walking by as your vehicle drives by and wouldn't be able to write
down a long website address so it would be an advantage to have a
short, easy to remember URL.
A word of advice before we move on, if you do choose to brand your
personal or company vehicles with your URL have it done
professionally, if your design looks poor people might be inclined
to believe your site and products are poor too. Check a local
business directory to find out who can do this for you.
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