Notes

Advertising and marketing on a Price range -- Part one: Using Print to Drive Traffic Online
This is the 1st article of a three-part series. I decided to try
something a little diverse and illustrate typically the marketing
challenges regarding a small business. I'm using 1 of my consumers,
PrescottWeddings. com (you actually can read extra about PWC,
which include a testimonial from the owner of PWC, on my Web
site, http://www.writingusa.com)

PWC is definitely an online reference guide for couples planning their
wedding ceremonies. Along with a ton associated with information for brides to be and
grooms, the particular site includes some sort of resource guide wherever community
businesses can easily advertise their goods and services.

Many of us launched PWC in November 2001. Just like many start up
organizations, PWC didn't include much money regarding marketing.
Yet we all had two key challenges (three counting the limited
budget):

1. PWC had to attract two sorts of target markets towards the site
-- promoters and couples -- essentially at typically the same time.
And when that wasn't a rotten thing to do, we had in order to interest each
group despite the fact that one had been determined by the other --
advertisers desired brides and grooms logging onto the particular
site, and birdes-to-be and grooms desired a complete reference
center.

2. Several bridal print magazines had come plus gone in
Prescott -- and had burned their promoters while racing out there
of town. Businesses were understandably cautious about
sinking their particular money into one other bridal venture.

Equipped with those challenges, we went in order to work. Now, just
over two years afterwards, PWC enjoys properly over 40, 1000 hits a
calendar month and has improved its advertising base by over
600%. In addition to that, PWC is definitely well on their way to creating
a reliable company in not merely Prescott but throughout Yavapai
County.

Therefore how did we do it? Some sort of great Website with great content (but
more on that will in a later on article) plus three main marketing
tactics:
1) Using printing to drive traffic on-line
2) Thinking little
3) Frequency, frequency, frequency

I'll deal with and second and 3 within the next two content. These days
we'll discuss about primary: Making use of print to drive site visitors
online.

The cornerstone of PWC's advertising and marketing program has already been
print advertising, more specifically monthly promoting in the
regional newspaper. Print marketing is an superb choice intended for
numerous businesses -- by small to good sized. Actually it's not really
uncommon for tiny and medium-sized companies to
build their very own advertising program all-around print.

The strength of print marketing is its overall flexibility. Print
publications take place in a selection of size and shapes. They
can interest a new broad readership or even a narrow one. They can
be published each day or once a year. This variety gives you
plenty of flexibility in fitted print advertising into your
campaigns.

You will also track print out to a specific extent (coupons in
newspapers for example). Additional info is actual, allowing the
customers to carry a thing around with them.

However , print's weak spot is likewise its durability. That is a visual
moderate only, so this requires more energy and interaction from
your audience to be able to make an effect (they need to be able to stop plus
examine it).

In the matter of PWC, we chose month to month advertising inside the
neighborhood paper as the basis of our program. We
decided on the local newspaper since it has the particular
broadest reach. Prescott isn't just right in order to have its individual
evening television media, therefore the newspaper is the best
motor vehicle for local information.

If you are living in a major town, the local paper may not end up being
practical due to expense. In that situation, you may want to try a new
niche newspaper or perhaps magazine, such as a business or way of living
record, or maybe the regionalized newspaper. In Phoenix for
occasion, the Arizona Republic is the main newspaper, although
almost all the cities around Phoenix, like Scottsdale and Tempe,
also have their own documents.

Because PWC is a Web site, there's a good assumption we
need to be only using online methods to promote. Online
methods are good, and PWC does use them, but they only
acquire you to date. Print out is a portion of the "real world" -- some thing
you can contact and pick way up, not virtual like an Internet site. Print
features also been in regards to lot longer, in addition to carries more trust
with it. All of us found by making use of print, some of that will trust and "real
world" essence smeared off, making PWC seem much less
private and more such as a "bricks and mortar" business
(a business with a retail outlet front).

Also, considering that we were trying in order to drive local visitors to the web site, that
made sense to market locally rather than bringing in
individuals from across the world. But even with the local
advertising, we still have the substantial number of visitors
through around the express, including Phoenix and Tucson, as
effectively as all above the globe.

The point of our marketing and advertising program was going to advertise
regularly so we could both build the PWC brand in addition to drive
visitors the Web site. But it absolutely was essential to be able to keep our fees
down. So we leveraged our monthly newspapers advertising
to stretch our marketing money as far since we could. More about
that and the way we "thought small" partly 2.
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