Offline Advertising: Should I Advertise on Radio, TV, in the Newspaper?

In today’s society, everything is mobile, web-based, internet savvy, high-speed and online. Or, so it seems. Marketing, on the surface, appears to be the same way. The tide has turned to marketing your business via Twitter and Facebook. And, if {gasp} you don’t have a website, you are really archaic. When someone wants to learn more about your company they usually go straight to the internet.

With podcasts, online radio stations, videos and TV shows produced specifically for the web, more ‘old fashioned’ means of advertising have really taken a back seat. But, does that mean it’s a bad idea to advertise on regular radio or in print?

Not necessarily.

There are still several advantages, especially if you have a storefront or locally based business. Even if you run an online business, you may want to consider some more traditional advertising options.

Here are some advantages of offline advertising.

Yellow Pages

Storefront: Obviously if you have a local storefront it’s a good idea to be in the yellow pages in your area phone book. You want to be easily found, and many people still use phone books.

Online Biz: I was thumbing through my local phone book the other day, and under florists, there were several companies listed that were not local. They were either web-based or order by phone companies that could deliver anywhere. The yellow pages aren’t just for brick and mortar shops.

Newspaper

Storefront: Newspaper ads are a great way to get foot traffic inside your doors. Coupons, special events, and other promotions can attract attention and customers as well as general, top of mind awareness.

Online Biz: Newspaper advertising can be useful for you too. You can advertise your services in the classifieds. You can promote coupons or special promotions in specific sections or specialty publications. You can reach a specific readership that may fit your target market exactly.

Magazine

Storefront: If there are magazines geared specifically at your city or region, magazine ads can do the same thing as newspaper ads to generate foot traffic.

Online Biz: Many magazines are national and reach a broad audience, which is a plus. And, most magazines have a specific focus, which is a huge plus. With magazines, you are certain to reach your target market because of what the publication’s editorial content. Offer a product for mom or baby? There is a multitude of parenting publications where you could place your ads.

Radio

Storefront: Your local radio station can be a great resource. Radio advertising is especially effective when it comes to special events, like grand openings or big sales. They also sell packages where they can broadcast live from your event location to draw even more traffic.

Online Biz: Many internet savvy people are still listening to the radio in the car or at the office. An audio ad can be very compelling and exciting. Depending on the genre of music and the station’s audience you may be able to strategically place your business in front of thousands of potential customers.

Television

Storefront: Local television stations are often very affordable compared to placing massive national campaigns and sometimes they are even able to produce your spots for you. Because of the expense incurred when producing ads, TV spots are more often used for general awareness and introducing your business to the local population.

Online Biz: Depending on your product and target market, advertising your online business could prove very effective. With regional cable companies, you can target your ad on specific channels and reach a very specific audience. What better time to advertise your wedding apparel than during TLC’s Say Yes to the Dress?

Conclusion

All of these advertising avenues can be beneficial to any business. And, most, if not all, offer combo packages that place your ad on their website as well. The trick is to research and evaluate which markets would make the most sense to advertise in. Think outside of the box and come up with a creative plan to maximize your efforts.

Have you tried offline advertising? What were your results? We would love to hear from you!