Page 169 - Duct Tape Marketing

Duct Tape Marketing

Cable television. Cable TV does offer more ability to target
certain market niches or demographics, with specialty cooking, gar-
dening, furniture building, and sports-only programming.

Recently, a new breed of television ad agency has cropped up that
allows local small advertisers to choose an industry-specific, profession-
ally produced ad, customize it, and place a media buy all in a matter
of minutes. The most successful is a California company called Spot
Runner (www.spotrunner.com). The lower cost associated with this
approach is making television more attractive to local small businesses.

Radio. It’s a good way to target with the right station. Every sta-
tion has a pretty narrow demographic set of listeners. Radio is also a
good way to get repetition in your message as listeners tend to be loyal
both to stations and parts of the day. Radio is a very good tool for a
sale or promotion announcement.

Don’t forget public radio. Public radio does not have the same
commercial clutter of a typical radio station and offers a very strong
demographic of upper management, well-educated, higher-income
listeners. No ads are available, only sponsorship mentions that have
become increasingly advertiser friendly.

Local newspapers. This is a good choice for many retail busi-
nesses, but it’s a medium that is increasingly ineffective for most other
forms of business due to a lack of targeting. Some weekly newspapers
can be well-read in certain communities and allow you to connect to
certain demographic groups.

Almost every major city also has what is known as an alternative
newspaper. These publications generally focus on entertainment and
can be an effective way to reach a fairly defined demographic.

Business newspapers. In some communities these publications
can be good ways to communicate with business-only markets. It is
very important to have a way to measure results.

Magazines. Magazine advertising is probably the riskiest choice
for a small business, as the cost of advertising is generally significant

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