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Television

This can be an expensive option in prime time spots but your ad can still reach broad audiences, particularly if your campaign also includes placement within the network’s on-demand site. With a smaller marketing budget it’s worth looking for advertising opportunities on specialised channels, such as those focused on sport, outdoor activities or cooking. These channels have smaller viewer numbers but allow marketers opportunities to target a niche audience. Sponsoring popular TV shows can be highly effective option, in combination with an ad campaign. Researchers at Thinkbox found that when the brand personality and show had a good fit it made the brand appear as more successful.

Radio

Radio is portable. You can reach people while they drive, work or walk the dog. Keep your message short and sweet so that your ‘on the go’ audience knows what the offer is and how to get in touch. Production costs may be relatively inexpensive. In fact most radio stations will create the ad for you. As with all advertising, strong creative will always give you better cut through and memorability so while it may be low cost, it still has to be good at getting your message across and building your brand preference. Your campaign proposal is likely to be a bundle of stations with some spots in prime time and others in lower listening times. Negotiate your campaign package for maximum frequency in prime time.

Social Media

Your customers are there and you should be too. Social media channels help you reach new and different audiences. Through sites like Facebook, LinkedIn, Twitter and Instagram you can build a relationship with fans and followers. The trick is to show your brand personality here. So be yourself when you post comments, images, long form opinion and video. Unlike your website, the communication is two-way. Make sure you respond to comments and ask for engagement on things like surveys and competitions. If you posts strike a cord with your audience, they will like it, share it with their friends and you get even greater reach.

Print Ads (newspapers and magazines)

For print advertising, readership is your best guide. Many publications will advertise circulation figures but if they are a free local tabloid, this may not equate to readership. Surveyed readership figures may be quite a bit less. Printed media can give you a short exposure but in this media, you may reaching a more engaged audience – especially if they are sitting down to read with a cup of coffee. Newspapers and magazines are also often seen as credible or trusted sources and there may be publications that perform well in your industry that are best suited to your products and services. If the magazine or newspaper has an online edition your ad will reach a broader audience here.

Digital Media and Marketing

A small budget is no longer an insurmountable barrier when it comes to marketing. Digital marketing has given small businesses more tools to reach their audience with a much smaller budgets. Social media or email marketing campaigns can be created for little or no cost, if you put in some time. Adding a bit of budget can boost your message to specific target groups.

Traditional Media or Digital Media?

The type of media you choose to use for your marketing campaign depends upon your objectives and the audience you are trying to reach.
Marketing is now frequently a cross-media and multi-platform enterprise. Digital marketing techniques can be enhanced when combined with old media and likewise traditional media campaigns like print, TV and radio should be shared and supported on your social media platforms. Your target market is unlikely to consume only one type of media so make sure you are using the best tools out there to broaden your reach, grow your business and achieve your goals.

Video Hosting sites

Television is not the only method for disseminating filmed advertisements. Now your video can be shared on YouTube, Vimeo and other video hosting sites. Even if you create an ad for TV, it is important to post here too. If your creative is engaging you get the power of online sharing and the ‘viral’ effect. Platforms like YouTube are all about user generated content, There are no middle men to pay. You own your channel and pay direct for any promotion of your campaign. If you are using content created by someone else make sure you have the usage rights or it has a creative commons license.

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