Can you name the last 5 ad's you saw on a billboard, magazine, or newspaper? Odds are, you can't! The problem with all forms of print advertising is the "recall" effect. If a customer does not need your product or service as they happen to stumble across your ad, will they remember it when it comes time for them to utilize your services? Probably not. They will most likely get on their PDA or computer at work and use their favorite search engine to find what they are looking for. Don't get me wrong, print media does have its perks. Coca-cola, for example, utilizes billboards, newspapers and magazines for its "convenience products." A person passing by might look at the billboard and think "a refreshing Coke does sound good right now," but how many of us really sell a product such as Coca-Cola or Pepsi? It works for them because the product the consumer is buying is relatively inexpensive, and most likely something the use on a daily basis. Print mediums are great for branding your product or service, but rarely materialize into sales... especially not enough revenue to justify the expenditure.
A new generation of advertising is on the horizon. It is important for businesses to allocate the majority of their advertising budget to customers who are looking for their product or service when the customer needs it and is actually searching for it. The easiest way to capture a market is by utilizing the internet to get targeted customers. It is priceless for any company to be ranked organically on the first page of various search engines. (after all, most consumers focus their searching on the left hand side of search engines.) Having your company ranked organically can come with a very expensive price tag so look for companies that offer the service and create an exclusive advertising environment. (i.e. utilize the power of a third party to be listed in a limited, directory style, list) Avoid companies who promise you the moon. Too many of my clients have paid out salaries to companies who promise to have their company's website ranking first page... very rarely have I seen this develop into a success story. Stick with what is proven. Google your companies "category" (i.e. AC contractors, Personal Injury Attorney's etc...) to see who is ranking and if there is a service you can utilize among the top 10.
Chad Sandifer http://www.Tenlist.com Article Source: http://EzineArticles.com/?expert=Chad_Sandifer |
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