An old saying reveals how urgent advertising is for companies and the self-employed. Even in the online age, it still applies to advertising both on the Internet and for offline advertising…
He who does not advertise, dies
As correct as this insight is, it is difficult to decide on the right advertising channels. Because wrongly approached, advertising can also be very expensive, even prevent the company’s success. Anyone who only advertises online today for convenience and wants to buy success with expensive clicks on Google and Co. will usually fail.
The question should therefore not be where to advertise, but where advertising best contributes to the company’s success.
Our website is primarily about online advertising and online marketing. However, offline advertising still has a fair share in success, especially when it comes to local performance, brand awareness and customer proximity.
Let’s start with a simple list that comes to mind to answer the question of advertising or forms of advertising:
9 types of advertising
- On the Internet
- On the radio
- In the press (print)
- At events
- In direct (personal) conversation
- In associations
- On the phone
- By post
We have all had our experiences with these forms of advertising. On the Internet, you are probably already active on many channels. It’s just as likely that you haven’t dealt with offline advertising in recent years.
Advertising is worthwhile offline
Advertising on the Internet
The internet has changed the way we do business. It has opened up new advertising opportunities to reach potential customers and make your brand known. Advertising on the Internet is one of the best ways to promote your business and increase your visibility. Advertising on the Internet can be done in different ways. One of the most popular ways is through social media.
Social media advertising is a great way to reach your target audience and make them aware of your product or service. Facebook, Instagram and Snapchat are some of the most popular social media platforms where you can advertise.
Social media dominates, but you can also use video, live chat, email, and other channels for marketing. Customers today are more receptive and engaged in these new channels than ever before.
Video marketing is an opportunity for businesses to connect with their customers in an intimate, personal way. Videos can help your prospects understand the value of your product or service and build trust with viewers.
Live chat helps you convert more visitors into customers by giving them answers to their questions and promoting available inventory.
Email marketing keeps the connection with your customer and is especially worthwhile with regular changes and large customer bases. Emails can be used to communicate with customers, make them exclusive offers, remind them of a purchase, or remind them of an upcoming event. This type of marketing has proven successful in maintaining customer relationships and increasing customer lifetime value.
Advertising on radio and television
Broadcast media is a form of mass communication that can reach a large audience. TV commercials are usually 15 to 60 seconds long and are shown during commercial breaks. A TV commercial can be broadcast on any channel available in the country or region. It can also be broadcast at any time of the day or night. The market share of TV commercials in the advertising market is shrinking, while at the same time the costs are quite high. This makes it all the more important to meet the target group exactly.
Radio spots are usually 30 seconds long and are broadcast during the radio show purchased by the advertiser or regularly played during commercial breaks. They can be better controlled regionally than TV advertising. Today, radio is mainly consumed by older and culturally interested people, by employees in the workplace and by car drivers.
Advertising outdoors (Out of Home)
Outdoor advertising is an effective way to reach people who are not at home, but on the street. It is particularly suitable in urban areas, where many people can be reached through eye-catching outdoor advertising. If you have a shop in the city, it is clear: your neon sign should be brighter, more colorful and more attractive than those of the surrounding shops. However, it is better to check the rules of your city or municipality and consult with the public order office.
Digital billboards, advertising posters and advertising screens are increasingly being found as formats for outdoor advertising. Even digital advertising pillars are no longer a rarity. Digital advertising spaces in the OOH area are used by advertising servers according to the time of day and booking variant. Location-based targeting, interactive advertising, animated banners, and even video ads have become commonplace in OOH spaces for advertisers interested in reaching their reach.
Place print advertising (in the press)
Advertising in the press is the most traditional form of advertising. Newspapers, magazines, and trade magazines are great places to run print ads. The best way to decide which one is right for your business depends on what you want to advertise and what your budget is.
Using events as an advertising platform
Events are another great way to promote your business. They can be used in many ways as an advertising platform. Companies can use them to promote their products or services, build brand awareness, generate leads, and more.
To make the most of these opportunities, plan ahead and consider what you want to achieve with the event and who you can reach there. So a beach party is suitable for completely different products and messages than a trade fair or the opening of a new company location.
The company image or certain products and services can also be excellently placed in the form of sponsoring, in which not only equipment for clubs or organizations can be provided, but also brand-effective material can be brought to the people. There are no limits to your imagination, only the budget determines what is possible!
Advertising in direct conversation
Direct marketing is considered an old-fashioned marketing technique. However, in the digital age, it can still be very effective, especially since many marketers also understand phone advertising or personal chat as a form of direct marketing.
Direct marketing is an advertising technique that uses face-to-face conversations to promote a product or service. It is a form of direct response marketing and has been around since the 19th century when people started distributing flyers on the street. The most common form of direct mail today is flyers or information stands in public places such as buses, train stations and airports. The conversation with passers-by is usually short and lasts only a few seconds.
In an ever-accelerating time with a lot of distractions, direct marketing with mini-jobbers and students can also damage the image. We advise careful use, in which great importance is attached to good incentives and little disturbance of passers-by.
Advertising in associations (and making contacts)
To succeed in business, it’s important to make connections with other people. The best way to do this is to join associations or interest groups. These are places where you can meet like-minded people and form relationships that will help you in the future.
It is important to find out which associations, clubs or round tables are in your area. Join them to get to know influential people in their region better. It’s no secret that vitamin B (like relationships) has landed many a big order and spurred many partnerships between companies.
Advertising on the phone
Cold calling is still a common method of advertising on the phone and a popular method of finding customers. Cold calling has many benefits, but it can also be a very stressful and difficult task. It is also rather difficult for data protection reasons. Cold callers are often known as telemarketers, telesales, or phone sales representatives. They contact people who have not requested contact from them.
Call centers tasked with cold calling or customer surveys call the target audience and try to sell them products or services over the phone. These calls are usually made to generate new business for the company. Some companies also use cold calling to inform their customers about new products or services that might interest them.
Companies that use telephone after-sales service believe that this will improve customer loyalty, increase customer satisfaction and generate repeat orders and follow-up orders. This form of customer service is not limited to the telephone, but lends itself to upselling and cross-selling.
Send direct mail
The role of the post office in the marketing field is very old – it is one of the oldest forms of advertising and is still used today. However, it has changed a lot compared to before.
Postal service providers today offer direct mail that reaches a broad target group in specific regions and territories. This is useful, for example, if local offers are advertised. In addition, mailings can be personalized based on lists – production and dispatch are then taken over by a publisher of the post office or the deliverer.
Some occasions on which vendors want to send advertising by post:
- Sending personalized letters and brochures
- Dispatch of catalogues
- Offering coupons and discounts
- Ask customers for feedback or opinions on new products
Just as diverse as online are the advertising possibilities beyond the Internet. Even today, advertising is much more than just access to clicks on ads and conversions. Of course, it depends on the company, the products, the budget, the target groups and the company goals, which advertising mix is the best for your company.
Agencies tend to specialize in one form of advertising. But with the digital revolution, the world has changed. An agency that specializes in different forms of advertising is better able to take on new projects and create more innovative solutions for its clients. She is a jack of all trades and helps you develop a compelling, coherent strategy from the ground up. You then have to deal with professional funnel marketing that guides the customer directly to the conclusion.
If you don’t want to hire an agency, take at least some time for brainstorming and creative conversations to better understand the advertising opportunities and get the most benefit. You certainly want to avoid wasting high advertising costs.