Advertising Basics! Pt.2

"How can offline promotions benefit my online business?"

As in our previous article, your marketing efforts are target to people who live in an off-line world. While many will find you online - your can increase your Internet exposure by off-line promotions.

• Free Offers and Products
  
• Printed Materials
  
• Networking

IV. Offer a no-strings attached FREE offers and products

There is nothing in the world that beats the low cost and tremendous exposure you receive when you advertise a free offer. Simply run an ad offering a free article, free ebook, or free software. Your ad should direct readers to your free offer, as well as your website where you are selling your product or service. If you offer your readers a free product or service, make sure they receive the free product or service. Don't be deceptive in your advertising.

Tangible Promotional Items that people see or use every day are a great way of keeping your name in front of your customers and prospective customers. Make sure your URL appears prominently and it will be a constant reminder to visit your website.

Promotional items that lend themselves well to this concept include:

• coffee mugs
  
• paperweights
  
• pens
  
• t-shirts
  
• calendars
  
• key chains
  
• magnets
  
• bumper sticker
  
• car license plate frames

V. Generate Business from your Printed Materials

Printed materials are a great way to generate (especially) repeat business when included with product orders. After all, your existing customers are already predisposed to deal with you so make sure you take the opportunity to promote your entire line of products and/or services to give them a reason to return.

This will require in investment, whether you print in-house on a good printer, or have it professionally done. Either way, your design and copy should reflect professionalism and the quality of your product.

A few examples:

Coupons
Coupons are great to use as incentives for future purchases. Offer a range of coupons including percentage off orders (for example, "10% off your next order of $20 or more"), free shipping or free items (for example, "buy one, get one free" type offers).

Coupons can also generate new business. For example, if your business is educational software, make arrangements to have a supply of "30 day free trial" coupons made available at your local school.

Gift Certificates
Gift certificates allow your customers to share your products and services with friends, family and colleagues. To be effective a gift certificate needs to have a tangible dollar value. The potential customer appreciates the value of a "$30 toward your purchase of $60 or more" gift certificate.

Product Sheets Product sheets enable you to offer all your products and services. This could be no more elaborate than a simple price list or as extravagant as a glossy product page complete with photos.

Brochures
Brochures are an effective way to create a professional image and promote your products and services. It should entice the potential customer to call or visit your website for more information.

• Distribute your brochure along with your business cards
  
• Mail your brochure to current client to keep them informed on new products and services you offer
  
• Leave brochures in places where potential customers are likely to congregate such as doctors' and dentists' waiting rooms, local schools etc. [with permission]
  
• Send your brochure to the editors of your local and regional newspapers. Include a letter informing them of your availability for interview as a local expert in your field.

VI. Networking

Any local community offers ample opportunity for networking. Each networking function you attend is an opportunity to promote your business and your website. Consider the following:

• local Chamber of Commerce
  
• local industry groups
  
• school functions
  
• social events
  
• charitable organizations
  
• community functions, and
  
• public speaking

Your online business is only a few simple rules away from success. The failure of most businesses is they fail to put forth the required effort to successfully market their product. If you spend the time and effort in promoting your business, your chances for success will increase dramatically.

Advertising Basics, Pt. 1
Economically promote your business online and off
· Article Submission
· Guest Speaker
· Stationery

Next Article

Advertising Basics, Pt. 3
· Other Advertising Mediums
· Promote, Promote, Promote