Is it Time for a New Approach?

When you want to promote your business, organization, event or cause, the old standbys just aren’t enough in this all-media, all-access, all-the-time world. Twenty years ago newspaper advertising was critical. And, if you could afford it, a spot on the radio or television certainly were next in line.

But, the times they are a changin’, and a business that settles on just one or two traditional modes of communication won’t be hitting the whole market of potential customers, clients, donors or volunteers.

I’m not advocating against these traditional advertising avenues. As someone who spent more than a decade as a full-time newspaper reporter, I’ve received many a paycheck thanks to newspaper advertising. And, yes, it still works. People still turn to their local paper as a source of reliable local information and that includes the ads. Magazine advertising goes another step in reaching a more targeted audience, such as women, food enthusiasts or jet-setting travelers.

You don’t have to fully eliminate print, radio or television from the marketing pie, but you may need to make the slices a little smaller to accommodate nontraditional outlets and social media. I recently heard about a large ad agency that offered up its plans to a business for a new ad campaign. The plan included newspaper, radio, TV and billboard advertising. All great, but not particularly forward thinking.

• Go where your audience is. For example, if you want to reach a national audience of moms, take a look at the vast community of Mommy Bloggers who wield a great deal of influence. Their blogs could be just the place for your message.
• Don’t be afraid to try a new way of promoting your business. If you typically devote 50 percent of your marketing budget to newspaper advertising, try taking 25 percent to hire a firm to manage a social media campaign for six months. You haven’t eliminated newspaper advertising completely, but you’re trying a new way to reach your audience and promote your message.
• Be consistent in what you say. You can’t have a newspaper ad that has one message, a radio spot with something different and a blog that focuses a third component. You can promote different aspects of your business, but with a consistent thread. You want consumers to recognize your message and the best way to do that is by being consistent in everything you say.
• Track and measure. Don’t just throw money at every option out there. Be targeted in your approach and see what works. If you try something for several months with little or no return, then move on. There are so many options today for promoting your business you may have to tap around before striking gold.