A lot has been said over the past few years about how Social Media has become the go-to place for advertising. While this may be true for various reasons you cannot underestimate the power that traditional advertising still holds.
In our last blog post we said how Twitter, along with Facebook, is an essential tool for marketing your business. It is perhaps the number one way to get your message across when you consider that a third of planet uses social media but there are times when the more recognised form of advertising still has a place in your marketing strategy.
We all know – and dread – that time when our home insurance policies are due for renewal and we’re wondering how much our premiums are going to rise this year. Let’s say you work for an insurance firm and you have a new discount available those who switch their policies to your firm. You are just using Twitter to advertise the discount and you work nine to five. You send some tweets during your working hours but Joe is a mechanic and isn’t sat at his computer or using the Twitter app on his phone because he’s under a car fixing the brakes so he doesn’t see the tweets. Carol spends most of her day travelling on the London underground between meetings. She doesn’t see those tweets either as she has no phone signal on the tube. Fred is an OAP and doesn’t own a computer so he won’t even know what a tweet is. You see where we’re going with this?
How will Joe, Carol and Fred find out about your discount when none of them have access to Twitter?
If you’ve been to see a car mechanic chances are you’ve heard a radio playing in the garage. With the exponential rise of Twitter and Facebook advertising for little cost it has forced the more traditional advertising streams to lower their prices accordingly. Local and regional radio station advertising fees are now approximately 20p for every hundred listeners (source RAJAR) so theoretically you could be paying mere hundreds of pounds (often less) for a 30-second advertising slot on regional or local radio. If your firm launched a radio advertising campaign it is likely that Joe is going to hear it.
Whenever you’re taking a train journey you can guarantee you’ll see people reading a newspaper. Print ads are generally considerably more expensive than radio advertising but can reach a far wider audience. Let’s say you choose to advertise in The Sun . A ¼ page ad in The Sun (national edition) costs £23,000. That single ad will reach up to 7.8million readers. Among those 7.8m will be some Carols and Freds.
It goes without saying that TV advertising is by far the most expensive form of advertising so may preclude the vast majority of small to medium enterprises. However if your company’s marketing budget allows it you could explore this avenue to reach a massive audience especially if your ad is shown during primetime. Fred is definitely going to see your ad if it’s shown during Deal or No Deal’s commercial break.
So there are just three reasons why traditional advertising is still an important machine to consider when formulating your marketing strategy. Of course you should always look to harness social media in this modern age of technology but never discount the benefits of advertising the old fashioned way.
What are your thoughts on traditional forms of advertising? Let us know in the comments below.