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Thread: Question About Local Advertising
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03-28-2008, 12:26 AM #1WHT Addict
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Question About Local Advertising
Hello,
I have a web hosting company that i would like to advertise local, can any one give me good suggestions on how i can advertise my business locally ? Btw i live in NY. Thanks!
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03-28-2008, 12:28 AM #2New Member
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I would say going door to door advertising your services or advertising at local events, yellowpages, newspapers etc.
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03-28-2008, 01:01 AM #3Web Hosting Master
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I was recently reading a review and it stated newspaper ads is not really a good way for advertising...
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03-28-2008, 09:03 AM #4Newbie
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Newspaper, magazines, Radio Internet Cafe
Romio Abboud
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03-28-2008, 11:00 AM #5WHT Addict
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do you think advertising on NY times is a good idea?
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03-28-2008, 11:41 AM #6Web Hosting Master
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03-28-2008, 11:58 AM #7Web Hosting Master
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Try sending a press release to your local paper announcing a free event, something like "How to Get Your Small Business on the Web" at a free or cheap local venue. Your public library might have a room you could use.
At the event, give free advice on what's involved. And also make available signup forms.
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03-28-2008, 12:15 PM #8Evenly Divided
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What is your budget? Our businesses recently picked up season tickets for the local junior hockey team in our City. Although the crowd isn't our target market I've always wanted to start into webhosting again just to target them. My honest guess is that 60%+ are small business owners in the area with Seasons tickets just like us.
My point? Maybe contact some local arenas and/or other sporting facilities about a possible handout, screen advertisement, etc. I really think you'd do well with a planned campaign like that.
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03-28-2008, 01:16 PM #9WHT Addict
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03-28-2008, 01:52 PM #10Evenly Divided
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I would honestly give it a go if we were targetting businesses with our product but we're not. Maybe in the future but not at the moment.
Like I said, the fact that majority of ticket holders are small business owners makes the idea seem like it could really work. And just think, if the owners don't goto the game, odds are another small business owner will get the tickets!
Maybe even contact the arena about a handout to everyone leaving the Arena. We see that almost every other game at our Arena.
Good luck to you!
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03-28-2008, 08:08 PM #11Newbie
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I also think newspapers and even trying to get a local newspaper to do an interview with your company.
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03-28-2008, 09:46 PM #12Web Hosting Master
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I wouldn't put an ad in the local newspaper. If someone were actually looking for web hosting they would look online instead of the newspapers . I would just spend that money on advertisements on google or something else.
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03-28-2008, 09:54 PM #13Eternal Member
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Excellent advice. I have been a big fan of this approach for a long time.
Another possibility is TV. In our city, we have a TV Guide channel where the left half of the screen is the TV listings, and the right side displays 30 second commercials. Cost in our city is $600 per week. This gives you 2 spots per hour, 24/7. A very cheap rate given what regular TV spots sell for.
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03-29-2008, 01:50 AM #14WHT Addict
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03-31-2008, 01:10 AM #15Web Hosting Master
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03-31-2008, 02:28 AM #16Eternal Member
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03-31-2008, 03:25 AM #17Evenly Divided
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03-31-2008, 12:04 PM #18WHT Addict
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03-31-2008, 12:07 PM #19Eternal Member
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It's on different channels, depending on where you live. In my area, it is on channel 5.
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03-31-2008, 01:19 PM #20WHT Addict
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yes but will it target it a business audience, because my hosting services are mainly for business's thanks!
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03-31-2008, 01:33 PM #21Evenly Divided
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03-31-2008, 01:37 PM #22Eternal Member
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When I look at the ads on that channel, there are ads for real estate, sun tanning, weight loss, home security, insurance, dog food, computer sales, Sears, and so on. It appears they target mostly consumers rather than businesses. Having said that, while it does not directly cater to businesses, I'm sure there must be some peripheral overlap - some consumers own businesses.
I looked up the quote again and I should correct what I said earlier. $595 per week, based on ONE (not two) ads per hour around the clock. This works out to $3.54 per spot. In Brampton/Mississauga, the target audience is 450,000 people. All in all, it's a pretty decent rate.
I haven't tried it yet, but it looks like a worthwhile possibility. I believe you need to commit to minimum 5 weeks, plus the cost of the production of the commercial, although they can help in the production. I have studio access with my own talents, so I would produce my own commercial if I ever decided to try it.
What strikes me is the longevity of many of the ads. So many of the advertisers seem to repeat their campaigns over and over over YEARS. Which tells me it works for them.
If you ever decide to go this route, I would suggest that you try asking for ad placement at 55 minutes to the top of the hour. So for instance, 2:57, 5:58, etc. I would think this would give you much more exposure. However, my sales rep said that in my area, they can't control ad placement, as it is randomly displayed. However, I know that in the Maritimes, you can pay a premium to display at strategic times on the hour.
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03-31-2008, 01:41 PM #23Eternal Member
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Haha, feel free to argue. I have been known to be wrong in my life once or ....a thousand times...
In my family room, I have a cable package so I use the Rogers menu for seeing what is up next. However, in my bedroom, I only have basic cable, and I use that TV channel LOTS.
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03-31-2008, 01:46 PM #24Junior Guru Wannabe
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03-31-2008, 03:48 PM #25Junior Guru Wannabe
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Try direct mail or cold calling but don't just carpet bomb all your local businesses. Draw up a targeted list of specific businesses that could really benefit from your services. That in itself already reduces the effort needed to convert a lead. For example, find businesses that don't currently have a website and would benefit from having one.
Many local businesses typically just have a brochure site that sits there and they pay month after month. A lot of incumbent local hosts can typically be undercut price-wise while still maintaining very healthy margins for yourself. With the local market, you may want to offer services like design as many aren't that familiar with "web hosting" - they just want a website.
Some don't like cold-calling but when you have something really compelling to offer and if you can express very succinctly how your services can benefit and provide value to the client, they'd be much more receptive. Don't beat around the bush and be too "salesman" like - speak comfortably and earnestly explain how your services can help them. The more specific you can get with regards to the client's business, the better.
Direct mail campaigns in particular need to be highly targeted and repeated to pull in leads. Studies have shown repetition matters and many times direct mail recipients don't take action until the 2nd, 3rd, or 4th piece they receive. Sometimes they may not need your service now, but in the future when they do, they may remember you. Of course you want to space it out and not send them 4 pieces of direct mail advertising in 2 weeks. That would just be annoying.
Even just a postcard could do, it's great if you can summarize your key value propositions in the confined space of a postcard. It's short and simple and doesn't require the prospect to read through a letter. You might also want to include a URL to a custom landing page or make some kind of special offer. It's important to include a call to action and provide incentives.