Traditional advertising Traditional advertising includes all the media that were here before the Internet - print, broadcast, direct mail, billoards and displays. The medium that's right for you is actually a mixture or two or more that reach your target audience effectively. Once you decide what it is you want to accomplish with your advertising, choose the medium that best fits your purpose - which is to reach as many targeted customers and prospective customers as possible for the least amount of money, right? Face-to-face sales If your audience is generally reached face-to-face by your sales force, you need good sales materials that support the image or message you are trying to get across. If you try to sell high-end products and only provide "down-and-dirty" or outdated materials to your sales people, you are working against yourself - and wasting the money you thought you were saving by being cheap. Strong sales materials used with strong trade magazine advertising says something very powerful to your customers about your company when your sales person isn't there. Gould can help you determine what the message should be, and then sell it with sales materials that really get the points across. Trade show displays One of the ways companies can reach large numbers of target customers in one place at one time is at trade shows. And the objective is still the same - stand out from the throng of other vendors at the show, and give each visitor something to remember you by. A well-designed display can make a strong "billboard" impression during the 10 seconds or so a visitor looks at it and decides to stop or walk on by. Most poor displays try to say too much, and would make a better impression if they communicated a single theme or idea connected to a benefit offered the customer. Again, the investment in professional help will pay for itself over time, because the better the impression you make, the more people will be drawn to you, creating more customers out of the prospects you are trying to attract. Local television, radio & newspaper advertising Many people think television is the best advertising available, and for some it is. However, if you only have one location in Bloomington-Normal, for example, paying to reach them among the customers who only shop in Peoria or other areas of central Illinois is pretty extravagant. For that business, local radio offers an excellent way to tell your story more efficiently. But WHICH radio station? The one YOU listen to? And once you buy the time, who will make sure your commercial is distinctive and supports the image you want people to have? That's why you call a professional. Just getting your name out there is of some benefit, but again, you're wasting money. Newspaper advertising (to reach women more than men), and billboards to reach new people in the area can all be good investments, once you know what you're trying to accomplish, and can see yourself as your customers see you. That's where Gould comes in. We do that. Direct Mail When the target areas are scattered around the market, or you want a direct customer response, mailing to selected areas can be very effective. Standing our from the other "junk" mail is the trick. The size of the piece you mail, and the way you use the outside of the mailer are key. Make it easy for people to respond, give them enough - but not too much time to respond, be aware of the relationship between weight and mailing cost, and make sure your address list is current. Those are the important things to be aware of when direct mailing. Plus - design any letter size mailer to work as a "handout" brochure as well. That will save you money. If you need help, click here or call us. We can help.