Traditional Advertising Is An Oldie But A Goodie

By Aubrey Watts | May 25, 2010

Lost within the maze of our office, sitting in front of his Mac – probably playing video games – is Justin Mather, one of our graphic design veterans.  Last week we bribed him to sit down and spit out a few notes about traditional advertising. Here’s the dirt:

Traditional advertising has been around a long time, much longer than anyone reading this. Today, it still plays a vital role in the success of any business. The technological aspects of marketing are changing fast, but traditional media is still a great way to consistently reach large numbers of potential customers, particularly for local advertisers.

Your logo, brand and image is just as important as it ever was

Keep your collateral materials fresh and updated. For instance, if you are featuring more services or made upgrades to an existing product, you’ll need an updated brochure/rack-card to make existing and future customers aware of this. You must maintain a strong market presence while effectively reaching your intended audience.

Consider this…

It’s true that fewer people are reading actual newspapers (as opposed to online), but fewer is not the same as nobody; and even that depends on your demographic. If you’re trying to reach an older demographic, newspapers work great. Coupons are also a good way to increase traffic. A direct mail piece with a good offer is a wonderful way for you to get more “bang for your buck.” Just make sure to routinely change your offer and the look of your mailer to avoid being overlooked by desensitized consumers.

Even though the possibilities offered by interactive media are compelling, and we’re doing more all the time, advertising in print, outdoor, and direct mail will still have a great impact in any balanced, integrated marketing plan.

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Photo courtesy of aeu04117

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