As it stands right now there are four distinct forms of marketing. The first is color printing, the second is television commercials, the third is rad...
As it stands right now there are four distinct forms of marketing. The first is color printing,
the second is television commercials, the third is radio, and the fourth is the internet. Each one has a unique nature that separates it from the others, and you really can’t compare them very well given how different each one is.
Because they are so different from each other, they also appeal to very different types of people. I know many of my friends who practically live on the internet, which means these kinds of ads will have the best chance of reaching them. Likewise, I know people who always seem to have a TV on and close to them at all times, as well as those who love to always be listening to the radio.
I know I like to actually be able to hold an advertisement in my hands. It just seems to add a level of reality to it that TV, radio, and the internet can’t provide.
So, given these largely different formats and given that they appeal to very different people, the question becomes which one do you use?
This isn’t a very easy thing to answer.
The obvious thing to do would be to take advantage of all four. Always be sure you’re getting a healthy amount of color printing done, always creating new commercials, new radio ads, and always getting your ads on various websites.
But this costs a lot of money, and few companies, especially smaller companies, can maintain it for long. That’s why it ends up being best to find the best one for your particular business rather than spend your time and money on all four.
A little research into your customer base goes a long way towards figuring out which one, or what types, to use.
Are you targeting a particularly computer savvy group, or are they more inclined to do things the old fashioned way then spend all day on the internet?
Knowing what works best for your business as well can be very helpful in deciding. A company that sells a lot of different products might get more use from a strong catalog combined with a push on their website than a radio ad or commercial. Someone in a service industry could get a lot of good exposure by having a commercial where people get to see them and get to know them a little better.
I don’t have any real answer as to which one to choose, though I would suggest always getting at least a certain amount of color printing done, such as for business cards and so on. But for what acts as the centerpiece of your marketing, that’s up for you to decide. Just be sure you know who your audience is before you make any of those decisions.
