ALTERNATIVE ADVERTISING

RADIO AND TELEVISION ADVERTISING

     You must always remember that direct response advertising will yield the best results for our products and services. Therefore, we must look at other mediums in light of it. Generally, radio stations are the least effective in direct response advertising. As always, it would also depend on the product and service being offered. However, if you chose to air a radio ad, restrict it to "Talk Radio" as opposed to a music station. Talk Radio audiences are more tuned in to actual listening. The most effective radio ads are live commercials. Sometimes you are the best spokesperson for your product or service.

     The high cost of television ads prevents direct response advertising from being cost effective, unless you ask for guaranteed results. Try to run an ad of no less than 60 seconds, and, if possible, 2 minutes. It will take at least that long to tell your story.

     A station may even offer you ROS or Run Of Schedule. Under an ROS arrangement, you will pay a lower rate to give the station total flexibility as to when your ads will run. It could be anytime during their on air schedule that they need to fill time.

INSERTS

     Mail inserts, either through direct mail or as a credit card insert, can be extremely effective in direct response. They are usually more cost effective than a standard direct mail piece that you would send out. Typically, you would spend .25 cents to $1.00 to send out a direct mail piece. As an insert, you can advertise for as little as 2 to 3 cents per name.

     Credit card inserts are equally effective because everyone will have to open up their credit card statements. You have 100% guaranteed readership.

BILLBOARDS

     Billboards are not a good place for direct response advertising because most people are traveling too quickly for them to get the message you are trying to convey. It is difficult for anyone driving down a highway to get a phone number and then call it.

CIRCULARS

     Circulars can be one of the most effective tow cost advertising techniques available. They are specifically designed to create a direct response and are very inexpensive to produce. They can be circulated in many different ways; street corners, windshields, sporting events, or shopping malls.

DOOR HANGERS

     Door hangers are another low cost advertising tool designed to have an immediate impact. They are well suited for products and services that target a specific geographic area. Door hangers are inexpensive to produce and distribute. As with most direct response advertising, the headline must grab the attention of the customer quickly and create an immediate response. You can create a door hanger inexpensively at your local printer. Consult your local yellow pages for a door hanger distributor in your area.

ON HOLD ADVERTISING

     How many times have you been put on hold when calling a business? Usually you end up listening to the local radio station. Studies have indicated that customers who listen to music while placed on hold tend to wait longer. A voice interruption is often a welcome change of pace to maintain their attention.

ADVERTISING ON THE INTERNET

     With Internet sales growing every year, the Internet is rapidly becoming one of the most successful retail outlets in the world. With over a hundred million people currently online, the Internet is one of the most cost effective places to market. One of the biggest advantages of the Internet is the response time. Most people online have credit cards and tend to make purchases on impulse.

     Much like traditional advertising methods, the Internet offers hundreds of different forums to sell your products and services. When starting to use online services, begin with the "classified" type ads first (ezines, email, etc.). Only expand to the other services once your classified ad has been proven to be successful.

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