Tips on marketing a business with traditional print advertisement.

The modern marketer knows how important the Internet can be as a promotional tool to boost leads and funnel into sales. They will talk about the needs of Search Engine Optimization and how information spreads via Social Media. In part, I do agree that Internet marketing is extremely important, but I strongly feel that some traditional advertising is still a highly effective way to generate new customers. Strategic placements and follow-up printed material can have a great impact on the impression you have on a prospect. The result of promotional print materials all depend on where you place them and how you use them.

You might think that giving your promotional material to as many people as possible will land you more customers. As this thought might technically be right, it can cost you more money and more time because this would mean you would have to reprint more often. This is why it's best to focus on the target demographic and focus on the group of people who are really interested in your product. You will see a higher R.O.I. by advertising to only these people.

Below are three traditional printed materials used for promotion and how they should be used to convert at a higher rate.

    * Flier Placement
Placing fliers on car windows in a parking lot at a store can get your company name seen more. The best way to get seen by potential customers is to find a parking lot that contains customers who are interested in your field. So first you must think of a place that relates to your business field, this can boost leads by 75%. For example, a residential daycare owner can place their promotional fliers in a parking lot of a toy store or retailer of baby care supplies. A handyman can target hardware stores and mechanics can focus on auto-parts stores. You know your niche and you can find where your customers are if you really think about it.

    * Business Cards
Business cards can also be a great way for potential clients to stay in contact with you. Unlike fliers, you can have a small stack in your wallet or purse with you at all times, for that unexpected run-in with referrer or networking opportunity. Writing your name on a piece of paper does not have the same impact, show you as professional, or give you as much credibility as pulling out a card with your name in print, title, and contact information.

    * Brochures and Pamphlets
Brochures are an ideal follow-up for meetings, cold calls, and networking events. Maybe you know of someone that will allow you to place your brochures on a counter at their store-front. A couple of bullet points and pictures give clients something to look over and help decide on what they need from your services. Adding a brochure to a mail-out or package informs while impacting the impression you have on prospects.

From posters to postcards, there are plenty of options that can fit into your advertising budget as a cost-effective way to target potential customers. Just remember not to bombard the city with your promotional material. Just like these three traditional forms of advertising there's plenty of other printed materials that can be extremely effective on producing more leads for your business when they are strategically placed. In the second installment to this multi-part article I speak about the uses of T-Shirts, Bumper Stickers, and Vehicle Wraps.

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