May 8th, 2013 • Posted by Stephany Toman • Permalink
As the debate over old media vs. new media continues, we thought some key numbers might clarify the issue a little:
- Some businesses choose to advertise in local alternative weekly
publications. In spite of the alternative views expressed within the pubs, the ads tend to be pricey - a 1/4 page ad can run around
$700 a week in a midsize market. That's $2,800/month, $33,600/year for
ads that may be viewed, but not necessarily by your target audience.
- Other businesses choose radio buys. Weekly rotations are the most typical, and two or three stations are chosen to spread the message to different
demographics, unless you choose to purchase a premium package for a
station that reaches a broader demo. These buys run about $1,000 per station per
rotation, on average, so one week of promotion costs you around $3,000. (Not
including production.)
What if, instead, you reach out to your existing clientele to encourage them to return more often? And reach out to your best prospects - friends of your clients? The modern era has changed how we market, and has essentially made us our own publishers. Which means we are now responsible for getting our brands out and keeping them top of mind with our intended audience. So, how do we accomplish this seemingly Herculean task?
- Create consistent, relevant, interesting email campaigns. Reminding them that you are there when you share on-topic information or send transactional emails will ensure they think of you the next time they're looking for your product or service.
- Blog about what you do. Blogging has become huge in the marketing game, and serves a very helpful purpose when it comes to SEO (search engine optimization) for your website, as well. Articles offer a way to educate your clients by providing fun,
informative pieces year-round on topics you are an expert at discussing, and engage your audience in a way that will keep them on the lookout for more of your news.
- Engage on social media. Facebook is your friend when it comes to nurturing a social audience and generating business. Relationships rule this era, and there is no better place to carry on a dialogue than with your social media group.
- Run targeted promotions that allow you a way to offer up a product or service on your terms, and get clients in the door.
The good news, is all these new media techniques are cost effective and easy to measure.
So the decision, then, is do you choose old, expensive, increasingly ineffective media, or new, economically viable and certainly more effective media?
What choice will you make?
