To Use TV, Radio, Magazines,
and Newspapers To Promote Your Web Site
Why advertising with traditional media is the number one
way companies market their Internet presence
by: Dr. Kevin Nunley
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.
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.
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).
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.
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.
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.
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