Your Website With Non-Internet Advertising:
First of all, let's review
the benefits of the internet medium as an advertising tool:
Internet advertising can be one of the most cost-effective components
of an advertising campaign. In comparison to 4-color magazine
ads, direct mail, billboards, radio & television spots, the
cost of building a website is relatively low.
The mileage of website content is much greater than a single
print ad or airtime spot, it is a company's hardworking, 24 hour-a-day
sales agent, ready at an instant to answer any question or provide
information to customers worldwide or around the block.
Unlike print ads, websites can be updated to reflect new products,
new services, changes of contact information or another company
news or messages that arise. Sites can be updated daily, weekly,
monthly, or once in a while...depending on the business' needs.
Changing a radio or television spot to reflect new information
can be very costly. Text updates and small graphic updates or
additions to a company's website are much less expensive.
Visitors to a company's website may stay interested in their
offerings far longer than they will read a magazine ad, or listen
to a radio or TV spot. Television advertising has never recovered
from the invention of the remote control; the ease of escaping
those TV spots are a finger press away.
It is very important to regard
internet advertising as one component of an advertising campaign.
Perhaps the most important component for most companies today.
I've personally seen countless companies, both large and small,
throw away valuable opportunities for advertising their website
through the other components of their campaign. These same companies
often spend vast amounts of time, energy and money securing a
high placement on all the search engines on the internet. Here
are a few reminders of highly valuable opportunities for advertising
One of my clients distributes well-made pens with thief website
address on it. Pens are a great promo item for advertising a
website, as they sit all day on the desk, maybe in front of the
computer! (keep in mind, when advertising a website, you don't
need to put 'http://' anymore... some would argue that you don't
need the 'www.' part either, but I think that's still a good
safety.) If you are screen printing a T-shirt or any other wearable
item, make sure the website address is on it. Underneath your
logo, it will reinforce the logo recognition when they get to
the site. Or print it on the back of the shirt. Key chains make
another handy promo item, as it stays with the customer no matter
where(or to what computer) they go. Maybe they'll even show your
site to someone else...
- Radio &
I'll never understand how any company can afford to pay for television
airtime without plugging their web address at least once. I personally
run to my computer several times on average while taking in some
television(Of course, having a continuous cable connection to
the internet makes that easier). Regard the web address at least
as important as your phone number.
Mail / Newsletters
If you are sending monthly newsletters or periodic direct-mailings,
that's a great opportunity to not only use the web address, but
to promote news or newly added pages that may be of particular
interest on the site.
/ Magazine Advertising
The more content you add to your website for customers, the less
copy you need to put into your print ads. They don't necessarily
have to get smaller, but cleaner is ALWAYS BETTER.
- Email Mailing
Assuming you have an email database of potential customers (and
use it responsibly, I hope), you can use periodic emails to provide
small pieces of news, and links to the larger story on the site.
When listing your site address in an email you DO want to use
the 'http://www.' part, because many email programs will automatically
translate that into a clickable link, so the recipient can visit
your site with one click.
- Eric Barao
President, ESB Productions
material ©2000 ESB Productions.