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Options for when it’s time to try some alternative advertising avenues


Many people with the responsibility of spending advertising budget simply do each year what they did the previous year without really interrogating the process or examining the result. It is a case of ‘it worked fine last year, so I am sure that it will work fine again this year’. In some ways this is true, but in other ways, it is dangerous as the reality is, when you are no longer moving forwards then you are being passed by your competitors. As such it is imperative that people with advertising budgets to control do the hard work and the analysis to see what sort of return on investment they are getting. There should always be scope and budget to try out new avenues and to test the waters as the marketing and advertising environment changes. With this in mind, here are a few non-traditional avenues that you might want to consider.


Banner up

In our digital era, the term banner is often referred to as an advertisement on a website. But traditionally it is a display advertisement in the outdoors. It could be signage at a sports stadium, it could be something towed in the sky behind a plane or it could be street banners, on poles where the traffic is slow or on giant billboards alongside main thoroughfares. Wherever it is located these banners are generally good value for money. They also allow you to run very geographically focussed campaigns. For example, if you are a butcher in Sydney, there is no need for advertising on a national platform. Rather, a banner placed in close proximity to your store will act as an appropriate call to action at a much more comfortable price.


Activations

Digital advertising has become about engagements and building relationships with consumers and this is exactly what activations are. Activation is when you are out on the ground, meeting people and promoting your product. They are commonly done in shopping centre forecourts, but they can also be parties or visits to corporate headquarters where the opportunity to interact with large numbers of people – and perhaps to sample them with some of your products or services – should result in an increase in awareness and uptake of services.


Get social

There is so much that can be done using social media channels – the opportunities are almost endless. The first step in exercising these channels is to develop a strong following. To do this you need to produce compelling content and have interesting business offers. Incentivising people to follow you by offering discounts or the opportunity to win things is often a good idea. But so too is the creation of valuable, relevant and sharable content. The more people who follow you and share your content, the further your message will be spread. Taking your business onto social is not without its risks, but it can also yield massive rewards. It is something that you can do yourself as well, or, if budget allows, you might want to appoint an agency to handle your needs.

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