Advertising is the art of creating awareness of a small business in the mind’s eye of a customer. Traditional advertising is what most people think of when talking about advertising or marketing. Traditional advertising refers to mass media that delivers commercial messages to mass audiences. Mass media is “paid media.” It includes radio, outdoor billboards and print media like newspapers and magazines.
Typical collateral materials like business cards, brochures, stationery needed for your business would also fall under traditional advertising. These are the products that people normally expect from an established business, and are useful for building your business’ brand, identity, and image. Even in the era of Internet and Social Media Advertising, traditional methods of advertising are well established and highly effective because of following reasons:-
1. Old is Gold
Print medium has been used since traditional times as a tried and tested method of advertisement. Apart from a newspaper advertisement, you can print a lot of stuff like leaflets of various sizes, brochures, and business cards and distribute them to advertise about your business venture. You can even deliver them to houses in your surrounding area or distribute it in an area where your target audience frequently visits. In this way, it helps you to reach out to potential customers in your surrounding areas without much accrual of advertising costs. If your content is catchy, it will surely attract the people. You can include coupons to increase the interests of readers and QR codes so that if anyone wants to know more about your website. This way, the print medium can influence your social media or online advertising. Do not underestimate the power of print media, it has a great potential to boost your sales. Although this method of advertising may appear old but remember old is gold.
2. Wider accessibility and reach
Radio, which was a darling of advertising industry years back, is still at par and an effective medium to advertise about your business. With a wide and a national level reach, the airwaves provide much robust and budgeted solution to advertise. Also, remember the fact that you can access the radio with your smartphone, companies know that there are millions of mobile users and so advertising on the radio cannot be ignored. Also, radio listeners are devoted fans of it, hence when you put an ad on it, they will listen to it and you will gain an attentive audience. They also listen to the same channel and seldom change channels on the radio.
3. Digital Advertising
In the recent past, marketers have spoken of “cross-channel behaviour”. Most often this term has been applied to millennials. But the truth is everyone now is multichannel. Most marketing campaigns will have to take account of this with an multichannel approach, something that was not quite so much of an issue for our marketing forebears.
Navigability also becomes key. Consumers are not going to be able to sufficiently engage with the advertising they see if it sits behind a labyrinth of data capture sheets, pages and display ads. Little about the fundamentals of advertising (having quality creative content, achieving emotional resonance, personalisation etc) has changed in the last few decades. The principle difference lies in the method of multichannel attack.
4. Independent medium
In traditional advertising, every type of medium used is an independent one. Small businesses are better able to reach targeted audiences by purchasing ad slots at different intervals with a purpose that their intended demographic is likely to be watching. In newspapers, advertisements reach a general audience including the targeted ones. Radio advertisers might need to advertise on many stations to reach target audiences.
5. Class with reliability
Newer forms of advertising like social media advertising takes time, search engine optimization itself can take weeks before any results are noticeable, writing blogs to spread the word takes time whereas newspapers and posters can reach masses of people in a few hours, there are ample of listeners on a radio channel who may become your customer.
Even adopting marketing strategies like organising exhibitions, tradeshows, fairs or conferences and interacting on a personal level telling them about your vision and mission, the quality of your product or service, caring about the interests of the customers can also be valuable rather than advertising on random pages or websites and hoping that people will type right keywords and happen to click on your site’s link.
It is vital for any campaign that it should never rule out the importance of traditional medium of advertising. Companies still have faith when they put an ad in a newspaper or a radio and with so many people regularly reading a newspaper, and listening to the radio, the future still looks bright for traditional media as an effective medium of advertisement.
The true challenge is to market content and products but it should not look like or sound like marketing. The “millennial” generation wants to be informed but resists the offers or information if it sounds like an order or is forced to buy.