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In the June issue of SPIRIT MAGAZINE, the in-plane publication for Southwest Airlines (whom I absolutely adore), is an interesting article about the steady growth of video advertising. Here’s an excerpt:
REDLASSO EMERGED thanks to the convergence of several Web 2.0 trends, the foremost being the pursuit of multimedia search. Increasing bandwidth caused a proliferation of Web multimedia, with more people listening to podcasts and watching online video than ever before. And while Google has quite profitably sewn up text-based search, multimedia search remains a largely uncharted territory because it requires different technology. A traditional search engine can only “see” text. YouTube searches, for example, rely on accurate keywords and descriptions: a search for “winning Super Bowl touchdown” returns useful results only if the nearby text contains those words.
Advertisers have followed video to the Web. (more…)
Creative Advertising! Many of these ads do not get produced or run in the US, which by itself is food for thought. How can these ads spark some creativity in you?
Notice the UPS trucks “inside”?
If you can’t read the fine print, this is for a funeral home:
My Own Business is a site designed to help you no matter what stage you’re at in your business.
They offer a free e-course that covers all the steps, from researching your market to projecting cashflows to expansion. Quizzes and business plan templates also included. Might be worth giving a whirl! I know I will be.
You have a database full of names. And you’re prepping a big postcard campaign.
However, you haven’t kept up with them. It’s easily been a full year since you sent anything to these folks.
If you send out this pretty postcard campaign, you are easily wasting money as a result. You have no idea how many of those addresses have gone bad. And a year is too long to wait to find out the expensive way that out of the 500 names you have, 113 have moved away. It may not be a big deal to you, but for others, the extra printing, labor, and postage costs might be better used elsewhere, no?
Here’s the Frugal Marketer’s way to reestablish presence to your database without breaking the bank on bad addresses:
Here’s an illustration of savings with this method:
5×8 postcard, color, 500 copies: $80
Postage @ 43 cents: $215
Total cost: $295
4×6 postcard, b/w, 125 copies (4 to a sheet): less than $15
Postage @ 27 cents: $135
Total cost: $150
So, in this example you have just saved $145, and accomplished what the first goal of marketing to a dusty database should be, which is cleaning up bad addresses to save money on future runs.
And remember, regardless of your campaign, always think of ways to cut postage costs first, because that’s where the most expense typically is.
Here’s a way to get more bang for your marketing buck. It might seem obvious to some of you, and others will wonder why they never thought of it before!
It’s actually starting to pick up a buzzword, called transpromo. I don’t know if it needs a fancy name, but here’s what it is:
Take every opportunity, with anything that leaves your office in any way, to cross-promote.
Examples:
If there’s white space, there’s a place to cross-promote!
