Marketing Now

We have done a lot of advertising for property developers in recent years and their standard approach has always been to take big, bold full-colour advertisements in the newspapers. This is very expensive and often the advertisements are competing with literally hundreds of other developers’ advertisements. As a result we have encouraged our clients to use directional advertising.

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Directional advertising is where the mainstream radio, news- paper and television advertising drives traffic to a website. We often do it as a ‘teaser’ campaign-small advertisements in other media tease people or even dare them to visit the site. Once the customer logs on it is up to the website to sell to them, which of course it should do magnificently.

This type of advertising is not only cost effective as the adver- tisements needed are much smaller, it enables a much wider reach of advertising. We put advertisements that direct traffic to the website in papers all around the world looking for investors and the results speak for themselves-dramatic sales while highly cost effective. Another benefit of directional advertising is that it takes the consumer away from other competitors that are advertising in the same paper.

We have used this directional advertising in another manner to save clients money. One client wanted to recruit a pile of new staff. They didn’t want to use a recruitment company so we suggested they form their own employment site and use small directional advertisements in the ‘positions vacant’ section of the paper in order to drive potential employ- ees to their site. It worked a treat and saved them tens of thousands of dollars in advertising costs. Whether the recruit- ment process was better or not is questionable but their desired result was achieved.

Using directional advertising to attract visitors to a website is becoming increasingly popular and it will continue to grow.

The real key to F success is to make certain your website is of a high enough standard to complete the sale once you have the customer there.

Source: Andrew Griffiths, “101 Ways to Advertise Your Business_Building a Successful Business with Smart Advertising,” Allen & Unwin, Australia, 2004

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Republished by Marketing Now