Did you know that there are only 4 ways to advertise?

It is true that advertising comes in many shapes and forms, however; they are tied into four main groups. It is very important when choosing a local advertising campaign that you understand these groups and plan accordingly. 


1.) Awareness Advertising: This is a campaign where you make people aware that your product or service even exists. Traditional version of this type of advertising are:

• TV
• Radio
• Newspaper
• Magazines
• Billboards
• Online Display / Banner Ads
• Social Media
• Direct Mail

2.) Directional Advertising: This is a campaign designed to direct people that are already searching for your name,product or service of your company online or offline.

• Search Engine Marketing ( SEM)
• Search Engine Optimization (SEO)
• Yellow Pages
• Online Directories
• Navigational Apps and sites like Mapquest
• and Targeted Online Display Ads

3.) Promotional Advertising: This is a campaign that is designed to target existing customers to keep them coming back to you and to entice new prospects to choose you over an competitor.

• Rewards Programs ( example: buy 5 lunches get the 6 free punch card )
• Coupon Offers - instore, valpak, savings.com, social media etc.
• Referral Programs
• Affiliate Programs
• Direct Mail
• Social Media
• Text Media
• Email Blast

4.) Presence Advertising: This is a campaign where your customers get to know you. This could be a longtime customer or a new referral, however; the first thing that people except is to learn more about you. They expect that you will have a website, reviews, videos, tours and more.

• Website - Responsive to mobile/desktop - your customers want 24 hours anywhere access to you.
• Social Media - Facebook, Twitter, Linkedin etc.
• YouTube
  
•  Ratings and Reviews ( on all sites ) your customers are searching everywhere online
  

As mention earlier in this article there are many types of advertising solutions our there but the bottoms line is that each of them falls into one of these four strategies. A good healthy campaign will incorporate a blend of all four; awareness, directional, promotional and presence all in one advertising program.

Imagine Nike... They launch a brand new line of running shoes. They need to make the public aware of the new product and they may run advertising on TV, Radio, Billboard, Newspaper, Magazine, Online Display to draw attention to this new product. They will run a Search Engine Marketing Campaign and SEO because the awareness program is like priming the pump, driving people to go online and search for this new product that they seen or heard about. They want to learn more so they look for Nike's website and YouTube videos. Lastly the searcher decide if they will purchase today or just wait until they become last years model. A great promotional offer on your Facebook page just might help in a "Buy Now" decision.

I hope this small illustrations of the advertising cycle elements and what it may look like in a real life scenario helps. If you are looking for an advertising consultant we at e67 agency would love to speak with you. Contact us today.