Offline Marketing: How to Choose Between Newspaper, Radio, & TV


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In today’s presentation we are going to begin a new series on offline marketing with a look at the ins and outs of newspaper ads, radio ads, and television ads.

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Offline Marketing: How to Choose Between Newspaper, Radio, & TV

  2. 2. I know half my advertising budget is being wasted, if only I knew which half.
  3. 3. The best way to avoid wasteful advertising is to advertise where your customers are located. Also know as “Targeted advertising”
  4. 4. To avoid waste, find out what your existing customers are reading, listening to and watching. But...
  5. 5. Why would you want to pay for offline marketing if online marketing provides better tracking and is much cheaper?
  6. 6. Newspapers, radio, and television are still extremely popular
  7. 7. Over 60% of adults read a print version of a newspaper once per week. And over 92% of Americans over the age of 12, tune into radio at least once per year. (Sources: and Arbitron)
  8. 8. Also newspapers, radio and TV are good at reaching a large relevant audience in a very short period of time.
  9. 9. When you target a specific geographic area with focused Google or Facebook advertising, your advertising may nor reach the number of people you want.
  10. 10. Know what customers read, listen to and watch. Ask them. Know your customer type. Observe them. How to avoid wasting your budget with offline martketing?
  11. 11. STEP 1: Know what you like
  12. 12. Interview your friends and family. Write down what media they consume. Ask yourself and them the questions that you are planning to ask your customers.
  13. 13. What matters most is the answers of your customers. pay close attention on the answers that are different than yours.
  14. 14. STEP 2: Survey Your Customers
  15. 15. Survey Questions: 1.Do You read the newspaper? Which ones? Is there a particular section or days of the week that you read it? 2.Do you listen to the radio? Which stations? Are there any particular times of the day that you like? 3.Do you have a cable or “dish” television? Do you watch any local channels? If so, what local shows do you watch?
  16. 16. You can ask these questions conversationally or take a more formal approach. The key is to get a least 15 different customers to provide feedback.
  17. 17. STEP 3: Observe Your Customers
  18. 18. If you have a store or restaurant, just jot down the estimates of the following information of everyone that walks through the door for a couple of days.
  19. 19. 1.Time of day, day of week (is your weekend traffic different than weekends?) 2.Family group, friend group or individual, genders and ages. 3.Did they have specific purpose when they came in?
  20. 20. After the survey and the customer observations, you will have two sets of data. Ask yourself if your survey represents your typical customer? If not, do a few more surveys.
  21. 21. STEP 4: Analyze the Data
  22. 22. Identify the trends in the answers. Like if there is a particular station or show that multiple clients watched or listened to. Write down any answers that came up more than once.
  23. 23. Unless your survey shows a very strong preference for a specific local television channel over all other options. It is better to start advertising with radio and newspaper. What to do with the data?
  24. 24. Radio or newspaper can be simpler that television, as the production for the ads is simpler, less expensive and easier to change. What to do with the data?
  25. 25. And Finally...
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