Should I still Be Advertising on Radio, TV and Newspaper?
I get this question all the time! In the age of digital media, newspaper, radio, TV and billboard seem to be forgotten. Want proof? When was the last time you read an article about how to make your TV ads work? On the other hand, I see 15 articles a day about improving your social media marketing.
But here’s the truth…. All advertising works, including radio, TV, billboards and print. (I can hear the millennials screaming right now!!) But not all advertising works for every business, and in every situation. The key is to really know and understand your target customer. For example, if you’re selling retirement housing to senior citizens then newspaper and TV advertising could work really well for you because your target market is the largest consumer of these two mediums. As long as your ads include a strong call to action, this type of campaign could generate tons of leads! TV also works well for personal injury attorneys because their clients are people who have been physically injured and are at home watching TV while they heal. (That’s the reason why daytime TV is full of attorney ads!!) I’ve also heard of lots of cases where directional billboards have made a HUGE impact on a local business.
On the other hand, if you’re a dress shop trying to get 18 year old girls to buy prom dresses, you need a digital approach. Advertising on TV and billboards would be a complete waste of money. Again…it’s all about knowing your customer and their media preferences.
So depending on who you talk to, you may hear that mass media is dead. But I completely disagree. It doesn’t make sense for every business, but for some companies it’s the right choice and can provide great ROI. In this digital world, mass media has lost a great deal of its power, but it certainly isn’t dead and probably won’t be for a long time.
About the author: Meg Huwar is an award winning Marketing & Brand Strategist and Founder of Brand Accelerator. She and her team work with companies who want to market their business but don’t have the time, experience or staff to do it themselves. Meg can be reached at firstname.lastname@example.org.