Why Print? Online vs. Offline Examined
We all know we need a website. It’s your virtual shopfront, and for many customers it’s their first impression of you. That said, it can be easy to ignore traditional media outlets and focus too much attention on your site.
Respected Media commentator & CEO of Aegis Media Pacific Lee Stephens discusses just this in Adnews, Nov 2008; examining a study into whether a shift into 100% online spend will yield the best results. Not necessarily, writes Lee: “the study advocates a well-coordinated mixed media schedule, particularly inclusive of TV if it is affordable . . . “(1.)
Simply put your offline presence can help your online business – your new customer’s first impression of you – succeed and even boom.
To integrate your approach, just think of the internet as a vast library. Your site is a book in that library. To get people to read the book, you need to do 2 things:
1. Tell people the book exists
2. Tell people how to find it!
To let people know your site exists, you need to make sure it’s integrated with the rest of your marketing. That means referencing your url in other media such as your letterbox flyers and brochures; your business card, and (if it’s in the budget!) your radio and Television campaign.
The next step is helping folks find your site. An online adwords campaign (google, yahoo etc.) gets people through to your site – reliably, and accountably. A great way to magnify your campaign results and give it real punch is to use the same language in your online campaign as you do in the real world.
Example: If your latest brochure offers a “24 hour access”, use those search terms as ‘keywords’ in your online campaign. If your outdoor sign offers ”best car service in the Shire”, include this in your keyword search.
Lee Stephen’s study found that “the use of the same keywords in both offline and online campaigns is practiced by only 26% of respondents”.(1.) This means that right now, three out of four 4 of your competitors DO NOT have this advantage.
Because offline media can help people decide they need your product or service, it is a great tool to help drive traffic to your website. When they then decide to act, the language you use offline helps shape the way people search online. So take the time to integrate your online campaign with your real-world presence. Making your business easier to find will get you more business, for less money.
1. From Adnews, 14 Nov 2008 p13.
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