Where do you Advertise?

These are big questions!!! My first answer is: it depends on what you are promoting/ what your goals are. Because my business is about media relations I generally put more effort into securing news coverage (and development of media sponsorships) than in advertising. In terms of which media is best for what? Well, they all serve different purposes (e.g., TV is visual and emotive). Of course, the best strategy involves knowing who it is you want to reach and then determing which media outlets will reach the largest number of "them". An important key will be to sustain that visibility for as long as possible (frequency is essential). I can't speak directly to mail campaigns, online marketing, and such, but I do know that 1) understanding the strengths and weakenesses of your options and 2) realistically knowing what percentages of time, treasure, and/or talent you have available for a campaign can enhance the degree of success you will experience.

My own business is referral based and I am fortunate enough to be kept busy through word of mouth.
However, when appropriate, I do send out news worthy press releases about some aspect of my services, especially if it is community oriented. For example, I recently established and awarded the first Media Hero Award in the county where I live. While I don't expect this to generate business, it will (and already has) generated positive energy and that will surely find its way back to me in one form or other. It will be interesting to read what others have to say in response to your questions. best, Karen

Thomas

I think the best approach is to figure out exactly who your target customer is and then find the most cost-effective method to reach them. I own a web-based announcement & invitation business, www.VividValentines.com. My highest selling products are birth announcements so I've chosen to advertise with a local company which distributes packets of printed materials to ob offices who hand them out to expecting mothers.

Something else you may want to consider is trading your services with a media outlet for free advertising. I've successfully worked with radio stations in the past for free web advertising as well as booth space at trade shows.

Best of luck to you as you pursue advertising. There are so many choices you can make out there!

Angi www.VividValentines.com

I do no print or broadcast advertising. That includes no Yellow Page ads or listings in the 30 years I've been in business - too many "tire kickers."

I do:

• Press releases • Writing articles about design • Direct mail postcards • Participating in design competitions • Blogging and my "blogfolio" • Being prepared to meet any author or writer requests for article/book input or visuals • Public speaking • Working with pro bono causes in which I have strong personal beliefs • Writing books • Participation in design/business forums • Online directories • Networking events and business conferences • Giving clients, vendors, friends and family T-shirts with my logo and contact info printed on them...and much more.

Jeff Fisher • Engineer of Creative Identity • Jeff Fisher LogoMotives