I'm interested to learn how everyone else uses print advertising to promote their business. What does the advertisement look like and where do you publish it - and why? I'm not necessarily talking about wedding and event videography - but full scale production service with editing, writing, and directing in-house.
I'm mostly interested in business-to-business advertising.
If you don't do print advertising - then what do you do to market yourself? I know word of mouth is really important and I've benefited from that for years. I've got the web, Facebook and I'm joining the Chamber of Commerce to network.
[Richard Kuenneke] "If you don't do print advertising - then what do you do to market yourself?"
Yeah, Rich, we do virtually no print advertising. In fact, the first three years of operation I didn't even have business cards... I know, that's bad, especially for a company that does marketing).
We've never had a Yellow Pages display ad or anything. Firstly, YP is wildly expensive, and secondly even our one-line Yellow Pages listing has never resulted (that I know of) in any real significant job... only inquiries about gigs we don't want... videos for weddings and dance recitals, etc. Not that there's anything wrong with that work, of course, but it's just not what we do. We do almost nothing but broadcast commercials, ergo our client pool is fairly limited... mostly advertising agencies, and we already work at least at some degree for just about every one that's in our region... some we do everything for, the others maybe only occasionally but at least we're on their radar. 99% percent of our business comes from word of mouth, someone who knows someone who knows someone, that kind of thing.
The only real marketing we ever do on a continuing basis is try to keep our website up to date, and I guess every now and then a job comes to us that way.
Slightly funny story, 15 years ago when I started this company my old long-time employer (a television station) actually gave me a billboard for a month as a going away present. A billboard. I thought outdoor advertising was a pretty funny gift, but it was cool to see my logo up on a big board. My very first business phone call came as a result of that board. It came at about 6am, and I was still a one-person company with a home office. I was so excited to hear the office phone actually ring that I jumped out of bed and ran down to the office and answered it excitedly, to hear the caller say "Uhhh, hey... are y'all hirin'?"
We've done some very minor biz-to-biz direct mail pieces a couple of times... one about a decade ago when we moved into our current facility....
...and another shortly after that when we moved from 16mm film production to primarily 35mm....
... but these were both short-run pieces (couple hundred at most) just basically two-sided postcards, that we just sent to people that already knew us.
Another time a few years ago, although we had already been doing HD production for quite a while none of the television stations here were actually airing our spots in HD. When the first one finally did, we made a big deal about it and sent out press releases about the first high-def spots in the market, etc. The business reporter and a photographer from the local newspaper came out and did a front business-page story about us... that generated a little bit of buzz and some businesses opportunities, I think. I know, today it's old hat and a little bit like bragging about television that's actually in color, but at the time it seemed like a big deal.
But again, for us it's mostly word of mouth and knowing the right people.
We think about doing some additional marketing now and then, but really haven't had either the time or the right ideas to do any.
Fantastic Plastic Entertainment, Inc.
Thanks for the response. Every market is different and in this one the newspaper seems to hold the largest advertising share. It's also the most credible way to get the word out - a nice, tasteful ad - business-like and professional. That - and networking. Lots of networking! I need to get to that one guy who will tell the other guy --- etc.
[Richard Kuenneke] "Every market is different and in this one the newspaper seems to hold the largest advertising share."
Wow, that's amazing, and just shows the differences in markets. Here where we are, newspaper advertising for most businesses is about as effective as just throwing your money right out the window. I know the same is true in lots of markets... which is the chief reason that newspapers are dying by the dozens, both readers and advertisers have left in droves and their ad revenue has fallen like a rock. I guess in some places (fortunately) newspapers are still hanging on.
I forgot to mention we also underwrite some programming on the local public radio station. It's not advertising per se of course, but does add a little bit of gravitas with the corporate crowd, I think.
Fantastic Plastic Entertainment, Inc.
[Todd Terry] "we also underwrite some programming on the local public radio station. It's not advertising per se of course, but does add a little bit of gravitas with the corporate crowd"
What a great idea!
Postcards, brochures, presentation folders are the printed tools, these can used to promote a business whatever its kind. These are the important part of printed advertising. These are the image of a business and represent the business.