How To Choose Between Print And Online Advertising

Laptop on news site with newspaper beside it and papers and cup of coffee

The most challenging part after finalizing the budget for advertising campaigns is selecting the mode of advertisement. The two most common forms of promotion are print and digital advertising. While print media includes flyers, pamphlets, and newspapers, digital media comprises PPC ads, banner ads, social media, and more. Choosing between the two may prove to be a daunting task.

In the past few years, online marketing has become quite popular. People spend a lot of time online. Hence, online advertisements capture people’s interests like nothing else. Popular advertising agencies believe that online advertising has great potential.

While on the other hand, most advertisers believe that print media is dead in this era, but is it so? No! Print media advertising is still relevant and practical.

This article will explore the difference between print vs. online and help you decide which form is the best to increase your ROI.

 

man reading the newspaper in his kitchen

Print Advertising

Print media is one of the oldest forms of advertisement. However, it has evolved dramatically in the past few years. With the advent of technology, interactive elements like 3D printing, virtual reality, variable printing, and so much more being used, significantly reducing traditional methods’ costs.

 

Why Choose Print Advertising?

People are emotionally invested in print media. Hence, users can cash in on people’s emotions by displaying ads using print media. Advertisers can easily target a specific audience with the help of print media.

According to recent research, print media is more successful in capturing the attention of readers. With so many ads being displayed on digital media, it becomes difficult for people to remember every ad. With comparatively fewer ads being displayed, most viewers find print advertisements easier to remember.

Say, for example, an older man sees an advertisement related to a brand offering hearing aids at a 50% discount. He will instantly build an emotional connection with it. He will also keep the cutout safe and secure, only to use it to buy from the brand on his next visit to the store.

However, it is a time-consuming process. Also, advertisers cannot expect an immediate reaction from their target audience on a real-time basis.

Moreover, print media is the best advertisement to target people who do not have access to the internet, like the older generation.

 

Laptop screen on google ads showing click through rate insights for ad

Online Marketing

All forms of advertisements found on digital media, such as banner ads, PPC ads, and Facebook ads fall under this section.

Online ads are more cost-effective than print advertising. Printing materials are expensive. Also, to distribute the pamphlets, flyers, and any other form of printed ad, the advertisers need to hire people, which adds to the increased cost.

 

Why Choose Online Marketing?

Digital ads can go viral within a few seconds. In print media, it takes a lot of time for flyers or pamphlets to be distributed among the masses.

However, a digital ad with an innovative concept can be shared all over social media within a few seconds. These digital platforms can record data and results instantly. Advertisers can use several tools available online to check the performance of their campaigns. It also allows them to assess what is working for their customers on a real-time basis. Identifying their campaign’s shortcomings will help them increase their online engagement to a great extent.

Advertisers also have access to a steady stream of market data, which will increase the ROI if appropriately used. It will also help them to measure their return on investment (ROI). They may streamline accordingly and introduce changes to the ad campaign. Print media cannot track such information.

Also, digital advertising has a broader reach than print advertising. According to age, gender, and many other demographics and behaviors, social media helps advertisers identify the target audience. As a result, digital advertising helps in creating a more accurate and useful marketing campaign.

When a digital advertisement is shared online, it is open to a global population. However, print media is published in a magazine or some other document distributed in a particular city or locality.

For example, an advertisement about a parachute is more likely to be published in a geographical magazine. An ad for shoes will be published in a fashion magazine. Hence, the target audience is limited in printed advertising. 

Ad agencies may use platforms like Google Adwords to find the target keywords. They may also target the audience according to their age and preferences on social media. Hence, by identifying the target audience, online marketing has the edge over other advertisements.

 

What’s The Best Solution?

It all comes down to the advertiser’s goals. Some people consider social media and Google ads the best marketing platform since they provide instant response and results.

Other companies may find more value in print ads. If the budget allows, consider using both formats. The combination can significantly increase traffic and broaden a company’s horizons, mostly when done strategically.

The best way forward will be to define your target audience and then prepare ads for that target audience. For example, if a product targets senior citizens, display it in magazines, newspapers, etc. Whereas, if it targets the younger generation, display it on social media.

 

Final Verdict

Both digital and print advertisements have their own sets of advantages. Print advertisements have limited reach. However, a well-designed print advertisement creates a lasting connection and builds brand loyalty. Also, a section of the population does not have access to the internet. For advertisers targeting this section of society, print media is the best solution. 

Digital advertisements have revolutionized the advertising industry. Reputed advertising agencies are impressed by its fantastic potential and are readily investing in it. Digital advertising helps people reach out to a greater audience, but there is much competition in that field. As a result, the best marketing technique is a combination of print and digital advertisements.

As per a recent study, campaigns that have taken advantage of print and online advertising combinedly have shown significant improvement in their business. In the end, the choice between the two comes down to your expectations from a marketing campaign.

How Advertising Has Changed Because Of The Pandemic

Smartphone with video ad on screen

Advertising is a powerful marketing tool. Any brand that aims to reap profits in the market needs to advertise its products.  The coronavirus outbreak has changed the trends in the ad game. Click here to discover to what extent advertising has changed because of the pandemic.

Advertisement is done for the three following reasons-

  •   Increasing Sales
  •   Building Loyalty
  •   Driving Customer Engagement

Print advertisements have witnessed a dramatic fall in the pandemic situation. On the other hand, electronic advertising is relatively more in demand. Consumer behavior has undergone a dramatic change during the lockdown. This evolving preference of the masses has left its mark on the ad industry. Veteran advertisers feel that this transformation of advertisements is here to stay for the long-term.

Now, let us find out what changes advertising has undergone because of the pandemic.

The Popularity of Video Streaming

In the current situation, people are spending more time at home. However, they seem to be more interested in the OTT platform than in regular television shows. Digital media targets a tailor-made section of the audience. TV viewing has undergone a drastic transformation, as people prefer viewing their Netflix or Amazon Subscription over traditional television.

Smartphones have taken over televisions. In tandem, ad-supported streaming video services have become more popular than ads meant for traditional televisions.

The advertisers need to keep up with global trends. They are preparing such ads that can be easily viewed on the digital platform.

The digital platform has suffered less as compared to its competitors in the advertising ecosystem. So, fewer ads are being shot for the television and more for the digital platform.

Even senior citizens have started spending a lot of time on the internet during the lockdown. So, the audience base of digital media has drastically increased.

The digital ads are empowered to collect behavioral data during the current pandemic situation. So, they analyze consumer behavior and preference. Hence, they have a competitive edge over other platforms. Many offline channels are also shifting base.

Cost Of Advertising Has Changed

The advertisement industry is struggling amidst the lockdown. Increased use of social media platforms has resulted in a decrease in expenditure on traditional advertisements like distributing pamphlets, painting ads on billboards etc. Digital ads are a cost-effective method of advertising. A greater understanding of consumer preference leads to investment in popular ad types.

Helps Prepare Consumers For Reality

In the current scenario, the advertisements that convey a social message are garnering more popularity. The brands need to send out relevant messages for their target audience.

One-third of consumers want the brands to convey socially relevant messages for motivating the masses during the pandemic situation. Such ads containing social messages prepare people for the lockdown.

The advertisements need to be planned in a socially appropriate way, as per the need of the hour. The ad agencies need to unleash their creativity to stay in the market. The pandemic is no excuse to serve customers with mediocre work.

Man on laptop with advertisement analytics on screen

Adjusting To The New Normal

The entire world is operating in a new and different way since the pandemic. Advertisers need to plan out their ads in a way that preaches the “new normal” methods. For example, they need to stress social distancing and cleanliness. Many food delivery and eCommerce related ads now show that they offer “no-contact delivery” in their ads.

The airline’s ads are incorporating the new protocols of passenger safety in their new ads. The ads need to be aligned with the requirements of the consumers. Their needs are likely to vary in these trying times. So, the advertisements should be designed carefully, so that they may adjust to the new normal.

Optimism is the key to this new normal. It is a vital element to capture the demand in the market. Opportunity lies in the middle of a crisis, like a pearl embedded among shells. The pandemic has made brands realize that they need to seize the opportunity.

Minimization Is The Key To Success

Currently, investing a lump sum amount in advertisements is nearly impossible. Almost everyone is suffering from a shortage of resources. Under normal situations, advertisements are glittery, star-studded affairs to attract the attention of the customers.

Now, it is imperative to curtail expenses whenever required. Excessive expenditure on a glamorous backdrop, fees of the superstars, at this point in time may lead to negative publicity of the brand.  It may also give out vibes that the brand doesn’t care about the financial crunch affecting the global economy.

Stick To The Element Of Truth 

All advertisements these days generally have an element of the truth. This pandemic state has given rise to a panic situation. So, governments worldwide are banning any ad that may remotely be perceived as a cause to trigger a widespread panic situation.

Within a few months, Facebook removed more than seven million ads earmarked for conspiracy marketing about COVID-19. In May, Facebook restricted promoting products like disinfectant cleaners. This particular ban was lifted in September.

Several online ad spaces are removing misleading information that may be detrimental to the overall well-being of people. Even if the advertisement is not promoting anything related to the pandemic, it will get banned if it hurts people’s sentiment. Many ad agencies exaggerate the virtues of their products in advertisements. Agencies need to understand that now is not the right time for exaggeration.

Conclusion

This year has shown how critical out-of-the-box strategies are for ad agencies. The common textbook-specific marketing strategies are no longer going to work. The advertisers need to frame a few innovative digital marketing strategies. Such strategies ensure that the business booms.

Customers are now demanding that companies should employ customer engagement tactics in response to the pandemic. Research shows that one-third of ad customers have canceled their campaign plans, due to the disruptions caused by this pandemic. Hence, it is important to step out of your comfort zone and embrace the new normal way of advertising.

Reopening and Advertising Your Small Business

Red sign on door reads closed due to covid 19

At present, the world is still under the global threat from the coronavirus. This threat though, not in the form of artillery and armor, and has almost an equal impact on the globe. Every country at present feels the impact of, what seems to be a never-ending virus. This has affected a large number of businesses as most have been made to shut down. 

Businesses, on both large and small scale, are of vital importance to the growth, development, and sustenance of a country’s economic system, and their importance could not be overemphasized. Large scale businesses are known to be at the forefront, and in their names, transactions are made, but little is known of the backbone which helps these companies. The backbone of a large scale business is a small scale business. Many large businesses are in affiliation with small scale businesses which helps them in the production, transportation, and distribution of many of their products. These small scale businesses also have great impacts on a country’s economy. 

Below are some of the ways that small scale businesses positively affect the economy:

 

 1. Employment

Small scale businesses serve as great sources of employment to a lot of people in a system, thereby allowing them to be able to fend for themselves. 

 

 2. Reduction in Criminal Activities

Due to job provision created by small scale businesses, people learning and growing in different sectors of work, could have the opportunity to get busy, learn, and develop in their various fields. This helps them to have a sense of satisfaction and a means by which to provide for themselves, which helps with the curbing of the crime rate, which is largely caused by poverty.

 

 3. Specialization

There are various forms of small scale business, from transportation down to specialized equipment production. By this means of specialization by small scale businesses, they serve as sources of great help to large scale businesses by helping to lift burdens, which results in better focus by large scale businesses. We could conclude by saying the relationship between the small scale businesses and large scale businesses are intertwined as they also help in their development by being customers.

 

 4. Overall economic development

It is also known that the large scale businesses didn’t develop overnight, but instead from a small scale. As time goes on, these small scale businesses go on into expanding and becoming large scale businesses. Bringing new investors to the economy, and providing even more jobs, creating an atmosphere for economic stability and growth. Etc. 

Those are some of the means by which small business helps in the economy of a country. Due to the ravaging pandemic, many small businesses have been forced to shut down, and many more are being moved to the brink of getting closed.

If measures are not taken to reopen these small-scale businesses, we could expect the following.

 

Red sign on door reads closed due to covid 19

Consequences of Not Reopening

 

  1. An increase in unemployment. Due to businesses going out of commission, employers would have no choice but to let go of its employees. If this is allowed to take place, the number of unemployed civilians who cannot fend for themselves could double or even triple the present number. 
  2. An increase in the crime rate. Due to the increase in unemployment, civilians could be moved to the option of crime. This, in effect, would be detrimental to the development of a country.
  3. An under function of large scale business and worst of all a tragic decrease in the economic standard of the country. 

 

Many large scale businesses depend on these small scale businesses to carry out various activities for them. It will be of a tremendous disadvantage to the large business if its trusted supplier becomes forced to shut down operations. This will inevitably cause an under function of the large scale businesses. If this persists to a major portion of the economy’s large scale business sector, it will have a negative influence on the economy.

As we all know, with business, a reopening is just the first phase. If the business is going to be reopened under the situation of the pandemic, then certain steps would have to be carried out for optimal functioning of the business and a reduction in the risk of contraction. 

Steps that could be followed for the reduced risk of contraction includes.

 

Server at restaurant with face mask serving woman sitting down

Reducing Risk of Spreading Coronavirus

  1. The constant use of a face mask.
  2. The availability of washing stations/ sanitizers.
  3. For the proper implementation of the social gathering rule, the ability to reach the target population at the due time would also be needed. 

After this has been done, we need to take into consideration the means by which these small scale businesses could begin to function optimally. We know some of these businesses have been shut down for a little while, so it will take something extra to bring them back fully, and one aspect is the reaching of customers: the old, new, and potential customers. 

The business would not be the same without its customers and would literally have no aim. One of the means by which this gap could be breached is through the means of advertising.

Advertising comes in various packages. We have online advertising and offline advertising. With our present age and time, most forms of advertising go in electronic forms; as of today, the world has gone digital. Now adverts could be made easier by means of social media and platforms. There are various methods based on the type of prospective customers.

As we are in a world where people want to gain as much information as they can in so little time, below are some of the following ways by which adverts should be made.

 

How to Make Small Business Adverts

  1. Concise and straight to the point. 
  2. They should be put in a creative manner to attract their types of customers.

Also, for an optimal reopening of small scale businesses, the government could assist in a little way by the cutting of taxes paid by their owners so as to allow these businesses to get into the race quicker.

If these means are carried out in addition to more carefully laid out plans, an economy should expect a stable flow in economic standards and even grow. 

 

 

How to Make Your Ad Stand Out

Business man and woman looking at papers on table in front of them

Marketing techniques, such as creating advertisements, are the backbone of every business. 

With hundreds of entrepreneurs crafting new products and services every day, effective ads let your business stand out from all the competitive noise in your industry. Some of the most significant advantages of an effective ad include:

  • Helps you earn profit
  • Promotes your product and services to prospective customers
  • Widens your audience reach
  • Increases brand recognition and awareness
  • Helps you gain a competitive advantage

May it be online or offline, making business ads is not as easy as it seems. You have to consider many factors such as ad design and brand voice to make it stand out among millions of other ads out there.

Ensure that your advertisement material can pierce through the eyes and minds of your target market by implementing these ad design strategies.

 

 1. Pour in Brand Originality

Whether it is scrolling through an Instagram feed or walking in a local mall, people come across hundreds of business ads all the time.

Figure out what kind of unique product, service, or experience you want to bring to your target audience. Show them why they should focus on you alone and not your competitors. Once you find out this specific uniqueness, incorporate it creatively throughout your ad campaigns.

Here are some ways on how to find and show your distinctiveness to your audience.

  • Think of a creative, unique selling proposition to use. It encompasses your brand voice, uniqueness, and what you have to offer by just utilizing a one-liner or carefully crafted string of words.
  • Include a smart and well-thought-out call to action.
  • Incorporate visual metaphors related to your business. It should be comical or clever enough to get your audience’s attention, but not so much that they would not get your meaning.
  • Use a powerful headline or an appealing offer that they can ponder on.
  • Include a hidden visual relationship with your ad design. This is the usage of two unrelated concepts that, when paired, create a strong message to promote your brand.
  • Use iconic people, objects, and ideas in your ads that can represent your brand.

 

 2. Make It Appealing

Of course, all forms of advertisements should be appealing. However, what we are talking about here is the kind of appeal that will pique the interest of your target group of consumers. 

Identifying your audience is an essential step in all marketing strategies. Your audience’s wants and needs will eventually become your business’s foundation and purpose. You need to know what they want and what appeals to them to be able to market your product.

Dig deep and determine your target demographics, then create an unforgettable ad that they can relate to.

 

 3. Don’t Tell Them, Show Them

The “show, don’t tell” practice has been a general rule for many forms of art may it be a movie or a commercial, because it actually works.

Your business is not the only one in the market. Millions of others also offer the same product or service, use the same quotes or call to action, and make similar guarantees to consumers. 

The only way to stand out is to use visual representations, ideas, and concepts that allow consumers to experience your product just by looking at your ad. 

 

 4. Keep It Short and Simple

Ad design is a challenging feat since you need to combine various factors–image, color, size, and font–and hope they blend to create an effective ad.

However, you do not need to exaggerate your ad with splashy designs that overlap with each other and a long explanation of why people should buy from your store.

An average person’s attention span only lasts for about eight to twelve seconds. So if your ad requires a whole minute to be understood, then chances are your audience will not give it the time of their day.

Take note of these tips to craft short, sharp, and straightforward ad copy.

  • Keep it simple but make sure to pack it up with quality content.
  • Use images and graphics to denote your message instead of filling your ad with paragraphs.
  • Avoid fillers. Get straight to the point and present it immediately to your customers.
  • Use relatable, one-line puns, and touches of humor to make a lasting impression on your audience. However, it should resonate well with your product or service and brand voice.

Keep ads short, concise, and direct to the point, and let their imagination do the talking for you. Make sure that the audience will only need a glance to understand and remember your ad copy.

 

Young woman sitting on couch looking at smartphone in her hand

 5. Make It Fun and Interactive

Sometimes, you need more than the best headline to cut through the noise. Most consumers have seen it all, so it is hard to actually make them remember you by just giving them a white paper ad copy.

So why not include them in your ad campaign by making it interactive? Many large brands had already used this tactic to grab their viewer’s attention and hold it through interactive content.

In fact, 70% of marketers revealed that an interactive ad design is a useful tool in converting visitors.

Some ways to make your digital ads fun and interactive include:

  • Clickable or playable digital copies
  • Personalized ads such as quizzes and surveys
  • Video advertisements so customers can engage by answering questions.
  • Mobile ads like calculators and QR code
  • Use augmented or virtual reality.

 

 6. Elicit an Emotion From the Consumers

The primary job of advertisements is to market a commodity by making a lasting impression on its consumers. Most ads do this by invoking a certain kind of emotion from their viewers. 

With the right combination of visuals and graphics, you can stir the feelings and pull on the emotional strings of your target audience. Some themes that can significantly trigger a consumer include love, friendship, loneliness, achievement, and memories.

An ad’s emotional impact influences a customer’s buying decision more than the ad’s actual content.

Decide what feeling you want to elicit, then align your ad design towards that particular emotion. 

 

How to Reach New Audiences with Print Advertising

Close up photo of person with coffee in one hand looking at a newspaper in the other hand

Print advertising is still alive and well. As a matter of fact, some people favor consuming print media more than digital media. It’s no secret that these days digital and television media have a lower standard of journalism than most print outlets do. This fact alone can leave a bitter taste in many people’s mouths, thus giving print media an edge in all areas, not just in journalism.

Here’s an interesting fact: according to a study done by MarketingSherpa, 82% of respondents said that they trusted the print ads in magazines and newspapers. It’s not hard to see why; the barrier to entry for print media ads is much higher. Whereas with online advertising, anyone with an internet connection and a credit card these days can create a website and slap an ad on it.

So not only can print ads help to build brand trust, but they can also help you reach a whole new audience of people. But how can you bridge the gap between print and digital so that your print ad will complement your digital campaign? In other words, how can you maximize the effectiveness of your printed ads?

 

 1. Bust Up the Norms

The idea behind this technique is simple: contrast is key. If the print outlet features mostly text, you should use a highly visual ad with bold colors and images. And vice versa. For example, if it’s a magazine that features mostly photos and art, then your ad should focus on text and blank spaces.

 

 2. Consistent Branding Is Key

One way to bridge the gap between print and digital in your advertising campaign is to make your branding recognizable on any platform. Whether it be print or digital, your campaign should be instantly identifiable. You can do this by using the same hashtag for both your print and digital campaigns.

 

 3. Look at Your Top Posts as a Blueprint

What was your best performing social media post? In effect, an excellent social media post is just like a great print ad – it has compelling visuals combined with perfect headlines. Look at what your best performing posts have in common and use that information to design your print ad campaign. Things to look at are the headlines and visuals you used, and which audiences were they relevant for. Then you can use these insights to make your messaging relevant across different mediums.

 

 4. Use QR Codes

Your print ad doesn’t just have to sit there and do nothing anymore. A QR code and custom mobile apps can foster interaction between consumers and your brand. By merging the real world with the digital world, you’ll be able to reach both audiences at the same time. And since QR codes are still a novel experience for many, you also have the bonus of creating a memorable experience for people. Consequently, your brand will be more memorable and motivate them to share with their family and friends.

How Does a QR Code Work?

For the uninitiated, a QR code can be scanned by a customer’s smartphone/tablet and take them to wherever you want them to go online. It’s a completely seamless way to integrate your real-world ads with your online presence.

 

 5. Shorten Your Ad Copy

Long paragraphs aren’t exactly conducive to capturing people’s attention. Therefore you’ll want to keep your ad copy on the shorter side.

  •         Your headline should be eye-catching,
  •         Include a couple of sentences of copy
  •         Keep your visuals simple and clean
  •         Make your ad tell a cohesive story about your product or service

 

Woman with long brown hair flipping through a magazine

 6. Pack Your Ad With Value

There are a few elements to a value-packed print ad:

  •         Include a call to action
  •         Include both online and offline benefits
  •         Make your ad stand out

If your ad has these elements, it will likely be more memorable because your audience will have a reason to keep your ad and not discard it.

 

 7. The Rule of Seven

The rule of seven states that it takes at least 7 different exposures to a product for a customer to take action. With this rule in mind, you can try to fill in the seven blanks on your customers’ “buyer’s journey.” This journey likely includes both online and offline elements, so using print and media together to guide their journey can actually be cost-efficient and effective if the customer’s journey is straightforward.

 

 8. Tease, Don’t Tell

Tie your print ad copy directly into an interactive element. This also entails not giving away the entire story in your print ad. Tease them, and you’ll hook them. That will be the best way to generate more traffic with your print ad.

 

 9. Understand Your Audience

This is one of the most well known but paradoxically most overlooked tips for print advertising. Understanding your audience means learning who they are, where they live, and what they’re looking for. The best ad copy you can come up with won’t be effective if it’s put in the wrong place. If you aren’t sure, then research first. The proper research can inform you about how, where, what, who, and when to reach them.

 

 10. Consistent Messaging Is Key

You might contemplate using different messaging across both print and digital, but this would likely be a mistake if both campaigns are meant to complement each other. Both campaigns should align on a single message. That way, your audience gets the same message across multiple touchpoints.

 

 11. Remember the Key Components to Success

Like with digital, the key components to success include research, intelligent targeting, and backing it all up with an excellent design.

 

Conclusion

Disregarding print as an advertising method means that you’ll miss out on lots of potential business. However, before embarking on your first print media campaign, you must do your due diligence and research your target audience, as well as the best channels for your brand. You should also set up parameters in advance to help you measure analytics and calculate ROI. 

 

Top 5 Advertising Trends Worth Trying in 2020

Coffee News KC Metro Design team working on design advertisement

This era is the 21st-century era. This is the era or year of people who are very eager to try something new. They enter the business world because it is very convenient for them to work inside the comfort of their homes, they can create their own schedules, and they can have the income that they deserve.

Business is extensive and very complex. Handling a company, whether small or big, requires a big responsibility from the owners. It is not an easy task to do. It has a lot of requirements and qualifications to meet.

A lot of business owners are very creative in their business. Some business owners are looking and hiring other people who are creative and have enough knowledge of advertising. These people are best in advertising, and they also know how to catch the attention of the viewers or potential consumers.

There are a lot of things to consider when entering the business world. There are a lot of risks that you will encounter every step of the way.

That is why if you own a business, you must have the best advertising medium. You should spread your business to a lot of people to gain more potential clients. You need to place your business into an advertising medium that can spread it as fast as possible.

Having the best advertisement is a significant advantage for business owners:

  • It can lead to more clients and customers
  • A business owner can get good feedback
  • Other people can recommend your business to their family members and friends.

There are a lot of ways to advertise your business. These are some of the best advertising trends that you can utilize for your business:

 

 1. Social Media

The 21st-century era consists of people who are very fond of using the internet. Every individual knows how to use a cellphone, laptop, computer, tablet, and other gadgets. Most people are also engaged in their own social media accounts. They mostly do everything with the use of social media.

Social media or the internet itself can be one of the best advertising trends that you can use in your business. A lot of people can see it. You can gain a lot of potential customers or clients for your business by using it. It can be a great way to spread awareness of your business to other people.

But the problem with social media is that a lot of people can get your ideas and copy them without giving you much (or any) credit. There are a lot of people that can get photos of your products and services and post them on their own social media page. They can also get the details of your business and use it for other purposes.

You can use social media and the internet as an advertising medium, but make sure that your accounts are secured to lessen the problems that can occur. To keep others from using your images, try adding a watermark of your logo or just your logo in general in one of the corners. Keep it small so that it doesn’t take away from the image or message.

 

 2. Broadcast Media

Most of the people today have their own televisions in their homes. Some people have cable connections to their homes, and that can connect them to even more channels. This advertisement can also be a big help to encourage other people to visit your business.

TV ads work especially well for people who are mostly inside the house. They tend to watch TV a lot, and they can see what product or service you are trying to sell. They can see your advertisement twice or thrice per hour, and that is an excellent way for other people to know about your business.

Other than televisions, some people also use radio as a medium for their advertisement. Some people are still enjoying listening to the radio. People inside their cars, bus, cab, and other transportation are always listening to the radio to ease their boredom while traveling. This can also help a business to grow. Some people are also auditory learners, and they tend to understand more about a particular discussion when they are listening to it.

Broadcast media is also an excellent way to post your advertisement, but it is kind of expensive. If you are a small business owner, then you might consider other options because this requires a lot of money. Do your research and see what medium would work best for you. Be sure to think about where your audience is and who you are trying to connect with.

 

Coffee News KC Metro Woman in front of camera digital influencer

 3. Influencers

A lot of people in this generation love to listen to their favorite influencers. Every time their favorite influencer shares their favorite products or services, people tend to buy or avail them.

This is a person to a person type of advertisement. This is one of the easiest ways to promote your business, but it can also be a little bit expensive. You need to pay or even provide free products or services for the influencers to try out and provide feedback on.

It is an excellent way to promote a business. Still, you will need to find an influencer that has a lot of followers so that your business can be promoted to a wide audience. There are many online platforms that can help with finding the perfect influencer to promote your business. Be sure to look them up and check out their social media accounts to see if they are a good fit before approaching them for work.

 

 4. Game Advertising

Often, people are spending their free time playing games on their mobile phones, laptops, computers, and other gadgets. They spend most of their time focusing on the game that they are playing. It is also a nice place to put an advertisement.

If most people tend to play games, then there are a lot of chances to gain potential customers for your product or service. It can be a great help for your business to spread fast.

 

 5. Print Advertising

This type of advertising is one of the most effective forms of advertising for your business. Print advertising is very timely and timeless. Even in this digital age, a lot of people are still reading magazines, newspapers, looking at a poster, etc. Most people still rely on what they see on the print media. Some are still using this as an option to find new discoveries.

Print advertising can also spread your business rapidly. It can gain more potential consumers because you can see it everywhere. If a person is reading a magazine and they saw your advertisement, there is a big possibility that he or she will look for your business. He or she can also recommend it to his or her friends or family.

It also costs less money than other advertising mediums. It only requires creativity to advertise your products or services. This is one of the most reliable and most effective ways to advertise your own business because this medium never gets old.

There are a lot of advertising trends that you can take advantage of for your business. Choose the one that’s the most convenient and cost-effective. However, be sure that they can advertise your business rapidly as well and reach the audience you are looking to connect with.

Can Print Advertising Make a Comeback?

With the massive innovation of advertisements over the past years, everything is now going digital — with little room available for print media. However, prepare for the resurrection of the dead, because print advertisements are now back on the market. 

It is crystal clear in the eyes of people that the wide spreading of the Novel Coronavirus 2019 (COVID-19) across the world had resulted in nothing but the downfall of the economy and health of people. 

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Though the pandemic may have closed down malls and various establishments, influenced people’s physical states, and knocked down the economy and stock prices; the long-gone print advertisement may have benefited from this unfortunate catastrophe. 

In the industry of advertising, the first rule is that your adverts must be seen by the general public to take effect. But this might not be happening anytime soon with the virus taking a toll in the country. 

With people locked up in their homes, their usual go-to digital consumption services are either social media platforms like Facebook, Twitter, and Instagram or streaming services like Netflix, HBO, and Amazon Prime Video. This personal preference is hitting the vulnerable spot of most print advertisements companies.

 

The Current Statistics

According to the Interactive Advertising Bureau, almost 24% of media buyers, planners, and brands have paused their advertising spending. Meanwhile, 46% said they would adjust their ad spend across the time period.

In China, the total media ad spending tops digital and television with $81.06 billion and $16.27 billion as of the March 2020 forecast. While these numbers are occurring in the United States and China, which dominates most of the print media, it is evident that amid a pandemic, ad revenue for print advertisements is down and will continue in that trajectory in these trying times. 

 

Numbers do not lie, it is factual, and it is the reality. Though the numbers conclude that print advertisements are long out of the picture, the recent Sunday New York Times turned the tables. It might be a significant risk at this moment. However, the publishing company carried six different long forms of print advertisements where one is a two-page spread from MasterCard to articulate its support for the GLAAD’s NEON Legacy Series, a photo and video collection by Black LGBTQIA+ creators.  

Aside from this, brand categories that are not included to be most impacted by COVID-19 saw incredible changes with their business as the pandemic peak. 

 

The Comeback of Print Advertisement

Ryan Zamo, co-founder and CEO of Z-SkinCosmetics, a company that specializes in organic and handmade e-commerce beauty brands, experienced incredible growth in their affiliate marketing because of the hand sanitizers they sell and make.

In line with this, they took advantage of the moment. Z-SkinCosmetics promoted their hand sanitizers while their sports nutritional supplements are down in sales. It can be presumed that a profit increase is gained when the target market wants to be knowledgeable about what is happening around them. This is the marketing strategy that Zamo and his brand did with their hand sanitizer product line. 

Moreover, when John Caples created some of America’s long copy of ads back in the 1960s and 1970s, it inspired David Ogilvy, another ad legend. David discovered that long copies sell more than short texts. 

Though this may seem in contrast with the digital age wherein time is valued, and everything is fast-paced, characters are limited up to a 145-word count, and a piece of single information must be flashed in no more than 15 seconds. Today, productivity lies in quantity, so as much as possible, the totality of everything must be summarized. 

Aside from the pandemic, people had to battle and protest with the LGBTQIA+ community and the Black Lives Matter or BLM movement. These social movements and communities happened to change print advertisements overnight. 

Facebook, who acted deaf on its own employees for racist posts, is now advertising a full-page on the significance of voting. This voting information started on the 3rd of July, wherein Facebook users who meet the voting age will see it at the topmost part of their timeline and information on how to vote. 

This initiative will also be available on their sister sites and applications like Instagram and Messenger all throughout the summer. 

While a vast and famous brand, Procter and Gamble, features Serena Williams for their deodorant and antiperspirant line, Secret, to push for gender equality. The same strategy was done in another P&G product, Olay, featuring a quote from an activist and MSNBC contributor, Brittany Packet Cunningham, who took a stand against racism. 

 

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These are just a few of the many businesses who spoke their truth and stand with social movements and initiatives through the print media. This has massively contributed to the revival of print advertisements because the people buy these brands to make a stand.

So gone are the limitations on word counts and characters, because now, people have all the time in the world to read and be educated. 

 

Conclusion

Since we live in an information-seeking environment, advertising your small business can be done in a long copy of print advertisements. 

A brand is more than what it offers or sells; it is how they brand their image to other people that reflects who they are. In this chosen medium, a more in-depth understanding may open the hearts of people to entrust their needs to these brands fully. 

At this point, print advertisements have fully revived after sitting in the dark for so long. It might be unfortunate to come back during a pandemic and gain profit because of societal inequalities and issues. 

However, it is essential for the community and the rest of the world to know the truth and be informed of factual information through these mediums.

 

Most Effective Small Business Advertising During COVID-19

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The COVID-19 pandemic brought in a lot of different challenges, especially for businesses. Many of them had to close, and those that are not closed yet have very low traffic and few clients in between. Since the lockdowns will pass eventually, it’s very important to make sure that we focus on small business marketing. This will help spread the word for your business and bring in more leads and customers in the long run. But what can you do in order to implement the right marketing ideas during the pandemic, no matter if you are a part of print advertising or any other industry?

 

 

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Creative Advertising

A good way to promote your business right now is to use creative advertising. The #StayAtHome creative ads will help you showcase your company’s ideas while also bringing in a way for people to either stay informed or laugh, based on the situation. You can encourage people to focus more on hygiene and use a hand sanitizer, for example, while also coming with all kinds of simple ideas you can use on a day to day basis. The idea is to adapt and implement new features that really work and which bring in creative benefits.

Including things like social distancing, self-delivery, wearing a mask, and so on will show that you care about your clients, and you are offering them the information they need and the services they require.

 

Establish a Social Campaign

The COVID-19 pandemic definitely brought in a lot of challenges to many people in very specific fields like doctors, nurses, firefighters, and so on. This is a great time to create social initiatives through which you encourage people to support frontline workers or local communities. You can start volunteering, help seniors, donate for various causes, and so on. It helps your business, and it also shows that you care about the community. That will make your business easier to relate to, and the results can be great.

 

Free Access to Paid Content

A lot of companies started to offer free access to paid content recently. This is an interesting approach, and they do a very good job with that. The main focus is to show customers that you care about them. It can be one of the most effective small business advertising ideas. People love free content, especially if they can get paid content for free. A lot of companies already started offering freebies, such as National Geographic, Harvard, Netflix, HBO, Apple TV Plus, even the Museum of Modern Art has a set of free online courses.

Why should you use this strategy? It really works; it offers brand recognition, it brings in more brand engagement, and on top of that, it’s a great source for word of mouth. Plus, you can generate publicity and media coverage, offering people the value and support you need during these trying and challenging times.

 

Create Online Experiences

Due to the pandemic, people have to stay at home, and that means you need to offer them some ways to enjoy their time indoors. That also means focusing on all kinds of online experiences. For example, the Faroe Islands created a tourism remote control that you can use to explore the locations live if you want. Or you can have an online session via Zoom and other tools where you talk with one another and focus on bringing in a very rewarding and powerful user experience. If you’re an offline-only service provider, you need to do whatever you can to enter the online world, and the experience itself can be a great one every time.

 

Email Marketing

Another great method you can use to connect with people during the pandemic is definitely email marketing. What this does is it allows you to share alerts related to the COVID-19 situation, but also things like being in it together or offering access to the free content available online. You want people to have a reason to sign up for your email newsletter, and this certainly seems like a good idea to focus on. You can also share plans for the future or a source of entertainment, whatever you can in order to show people the value you have and the quality being brought to the table.

 

Entertain People

Find a way to entertain people if you can. Sharing some fun self-isolation stories and creating all kinds of challenges or contests on social media will come in handy. It’s also a really good idea to prioritize the user-generated content. It will boost user engagement rates, and people will be happy this way too. You can also create live streaming sessions and offer entertaining resources for free or establish online events. Again, the main focus is to connect with everyone to show that you are there for them and that you are bringing all the support you can.

 

 

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Harness the Power of Paid Ads

Why would you do that? A lot of businesses were closed, so the ad costs are cheaper than before. It definitely makes a lot of sense to promote your business now. Even if people don’t buy right away, they will take notice of your company and buy once the pandemic is over. So yes, this is money well spent if you know how to do it wisely. Use that to your own advantage, and you will find the outcome to be rather interesting and unique at the same time. Just remember that the most important thing is quality and bringing in the best approach to grow your business.

 

Conclusion

It’s very important to show your support and boost your engagement rates with clients and leads. These are trying times, so offering as much help as possible can really make a huge difference. At the end of the day, what really matters is to understand what challenges are now on the market and how you can deal with them in a proper manner. Try to use these tips and tricks, adapt them to your local audience, and you will start seeing results early on!

 

A Brief History of Guerilla Marketing

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With the outbreak of the coronavirus, what better time is there to talk about viral marketing methods to help your business get through the tough times ahead?

So, just what is guerrilla marketing? We’ll explain how it can be some of the most effective small business advertising.

 

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What is Guerrilla Marketing? 

Consider the fact that everyone enjoys the tale of how the smaller guy can overcome the bigger guy using smarts and ingenuity to surprise his opponent. That’s what we call guerrilla warfare. So when a new startup utilizes an underground marketing method to reach success and shock the business world, that’s called guerrilla marketing.

The term “guerrilla marketing” is becoming ubiquitous these days. It’s being used to describe all manner of different types of marketing campaigns. But just what exactly defines guerrilla marketing? What makes it different from more traditional types of advertising? Let’s dive into these questions now.

 

History of Guerrilla Marketing

Guerrilla marketing is iconic and frequently controversial, but it didn’t appear in the mainstream until late in the 1970s. Before this period, advertising was all about how big your budget was, how much exposure you got, and whether or not you had a catchy jingle for your business. It was easier to make huge profits while bringing in tons of new customers at the same time.

However, we can contrast this to the beginning of the 20th century up until around the 40s or 50s. At this time, the main goal of advertisers was to educate their target audience rather than entertain or engage them. The primary purpose of an ad was to teach people something that they weren’t aware of before. It didn’t matter what form of media it was, television ads, newspaper ads, radio, posters, etc.; the ad was always trying to educate the consumer about something new.

Of course, advertisers eventually realized that this technique of educating the masses was becoming more and more ineffective. People became increasingly aware of how this seemingly helpful advice was just a disguised sales pitch. So by the 1970s, that’s when everything changed in the advertising world.

In 1984, the paradigm really started to shift when Jay Conrad released his book in bookstores. His ideas were about how to get big advertising results with only a small investment put into it. His book Guerrilla Marketing brought the knowledge of more subtle marketing into public awareness. After the book came out, not even the author could’ve predicted how much his ideas would influence the small businesses at that time to follow these teachings.

 

The Secret to Guerrilla Marketing

The secret is to not come across as preachy or educational; it’s all about making the prospect feel like they’re being let in on a secret…

The best kind of guerrilla marketing event makes the audience feel lucky to have attended it.

Basically, it all comes down to using unconventional techniques to advertise with the least amount of money possible. That usually eliminates radio and television ads, which means you’ll have to think outside of the box. In fact, forget about the box altogether and turn it into a trapezoid. See what we’re getting at? Think of the “box” as your campaign – make it ridiculous, funny, outrageous, shocking, clever, unique, and so creative that people can’t stop paying attention to it. You’ll, of course, need to back up your claims and have a product worthy of all that discussion.

Levinson’s methods are still used today by underdog businesses to overcome their bigger competitors.

Now for the first time in history, small businesses were able to get more attention than the big dogs. The shock factor was the new “x-factor” of success for small businesses. By being personal, quirky, and full of surprises, these advertisers were able to leapfrog the competition.

 

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Guerilla Marketing in Action

Fast forward to 1987, and we can see one of the most prominent (and still used to this day) examples of guerrilla marketing. It’s called the “buy me a drink” technique. When a pretty lady at the bar asks you to buy her a drink, but not just any drink – only Brand X drink will do. And then she goes on and on about why that drink is her favorite brand of vodka. In that situation, you might just be a happy victim of guerrilla marketing in action. Yes, this technique was so successful that it’s still used by companies to this day when a new drink or liquor hits the market.

 

Another Guerrilla Marketing Example

Meanwhile, the company Adidas was struggling to stay above water. Yes, even Adidas faced huge setbacks at certain points. Due to unwise changes in management, Adidas needed a miracle. The praise from Olympic athletes was no longer enough.

After French businessman Bernard Tapie took over management of the company, he implemented a brilliant strategy to save the company. His solution? Give away a pair of Adidas to each up and coming rapper in New York.

This was certainly an unexpected move. Who would give away shoes to rappers anyway?

But as it turned out, Tapie happened to strike gold. One rap group called DMC released a single known as “My Adidas.” And just like that, overnight Adidas shoes were being worn by every hip youngster from coast to coast.

This is just one example to show you how an unexpected marketing method can work wonders. However, copying this method today likely will not bear much fruit, since the shoes would probably get lost among all of the other things stealing attention away from celebrities.

Another reason it probably wouldn’t work as well as it did before is that once a guerrilla marketing method becomes known, it loses effectiveness soon after. That’s why to be an effective guerrilla marketer, you must be stealthy and utilize the element of surprise.

 

Conclusion

In conclusion, guerrilla marketing is personal marketing. A cute girl at the bar selling the merits of that brand of alcohol to you is an example of guerrilla marketing. The rappers wearing those Adidas shoes are guerrilla marketing. And there are many more guerrilla marketing examples out there

However, you should learn from these examples, but not copy them, because guerrilla marketing requires ingenuity and originality.

 

How To Advertise a Startup

It’s hard for new startups to stand out when there are 50 million new startups popping up each year. The competition is fierce, to put it mildly.

And even if your product is amazing, top-notch, must-have, etc., you’ll still have to put some funds into promoting it.

Here are a few small-budget ideas that you can use to start advertising your small business today.

 

 

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Content Marketing

 

Content marketing is the best way for a startup company to get new customers and begin advertising your small business. It’s less expensive than paid advertising, and it’s more effective than cold calling.

There are studies that prove this is the case. For instance, Hubspot did a study that found that companies who implemented inbound marketing initiatives saw large increases in their web traffic within 2-4 months. (For those who don’t know, inbound marketing utilizes content marketing as its main strategy.)

Blogging, in particular, proved to be the most effective content marketing strategy for the majority of the participants in the study.

So, if you want to see more sales for your startup company, then follow the lead of the companies in that study, and start blogging! It can and probably will take months to start seeing results. However, if you add in a little bit of paid advertising, you can start to see results even sooner.

So what about the “content” in content marketing? What does that really mean? Essentially it can mean any kind of media asset. GIFS, podcasts, infographics, text, PDFs, videos, and images all fall under the category of “content.” That’s why a content marketing strategy should include a mixture of different content types.

The next question you likely have is, “what kind of content should I create? Also, hasn’t most content already been done before? What new content can I  bring to the table?”

To do effective content marketing these days, you have to think outside the box. Even if there is already excellent content out there somewhere on the web, it’s surely not available in every kind of format.

For example, you could turn that awesome blog post you stumbled across into your own video where you can give your perspective on the subject. This is known as repurposing content, and it’s a critical part of content marketing.

You can (and should) also repurpose your own content in order to reach the different audiences who would be interested in your products or services.

An example of repurposing your own content would be taking some of your multiple blog posts and turning them into a free course. That way, your information, and advice can reach more people, the ones who don’t have the time or inclination to get all of the information they need from multiple different posts.

So here’s how repurposing content works in practical terms:

  1. Create your content
  2. Promote your content so that it will reach your target audience
  3. Repurpose the content for another audience on a different platform
  4. Promote the repurposed content
  5. Evaluate the results from both channels and then double down your efforts on the most effective one. 

Social Media Marketing

 

Social media is everywhere these days. In fact, if you don’t have at least one social media account, then you might as well be considered a dinosaur. However, that doesn’t mean you should now start indiscriminately creating social media accounts everywhere. One business’s success on Instagram won’t necessarily translate to your business. As we mentioned earlier, different audiences tend to congregate on each of the different social media websites and apps out there.

So the approach you should take with social media is to harness a specific channel to help amplify your content marketing.

For example, the best places for a visually-oriented business to amplify their content might be on Pinterest or Instagram. On the other hand, Reddit or Twitter doesn’t have as much image sharing going on, so focusing efforts on those two might not work out very well.

So to put your social media marketing plan into action, start with focusing on one or two social media websites/apps. Create relevant and highly sharable content and post it on those two sites.

Also, remember that even though it’s social media, you should still act professionally. Respond to messages and replies in a timely fashion. Don’t act disrespectfully towards your followers. Try to stay involved and active in your new online communities and that will also make other people want to get involved as well. The worst thing that can happen is for your social media pages to look like ghost towns.

 

 

Webinars

 

One way that you can really start advertising your small business and “sell” the solution that your company offers is through webinars. A webinar is typically a one-hour multimedia presentation, which gives you plenty of time to hold people’s attention and promote your product using multiple different kinds of media.

During a webinar, you can generate new leads, show how your product works in action, pre-sell it, and also generate new content that you can, later on, repurpose into blog posts or social media posts.

Webinars may also be one of, if not the most, effective lead magnets available. According to the Demand Gen Report’s Content Preferences Survey from 2018, B2B buyers are more willing to spend time watching a webinar than any other kind of content. Additionally, about three-fourths of them were willing to share their contact information to access webinars.

The actual act of conducting a webinar isn’t that hard. The real challenging parts are going to be coming up with an audience-centric topic and making the right people aware of your webinar. You’ll have to promote your webinar across several different channels if you want to get the most bang for your buck.

You might be tempted to create gated access to your webinar, but in the beginning of advertising your small business, when you’re just starting to build a following, this isn’t likely to work. Streaming it live on YouTube and Facebook can work better, and since video discovery is integrated into these two platforms, you’ll likely attract more people to your webinar that way.

 

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