Print Advertisements—

While online banners and e-mail marketing are definitely the rage in today’s high-tech world, good old print ads have yet to go out of style. The benefits offered by full-scale newspaper print ads are numerous.

Firstly, they’re simple to read! Many web advertisements involve scrolling with a computer mouse to view the complete image or clicking on different links to see the entire ad – all of which can ultimately lead to viewer disinterest. With a newspaper advertisement, it’s all there in the reader’s hands instantaneously. And to get the biggest bang for your advertising dollar, be sure post the ad in high-profile places – such as our Raising Donors & Donations Seminar banner ad on this past weeks cover of the Yated!

Secondly, being that not everybody has access to a computer (particularly within the Jewish community), print ads guarantee that your advertising will be seen regardless of whether client’s have internet access or not.

Press Releases—

While a traditional print ad can work wonders, couple it together with a timely press release and the results will absolutely amaze you! Aside from the fact that newspapers generally don’t charge to post press releases (making the cost of it complete free!), an article about your business in the paper adds credibility to your image. After all, if a company is written up in a national newspaper such as the Yated, there’s probably something big and important about it! In addition, our press release was featured in many newspapers, magazines and websites targeting our community. And of course, it ran in Yiddish in the media targeting the Chassidish community.

E-mail—

There’s nothing like a personalized message waiting for you inside your e-mail account’s inbox! Chances are, you probably have numerous e-mail addresses of business associates, clients, friends and relatives. These people are all considered potential target markets for upcoming events or offers that you may be launching. So be sure to get the word out with an e-mail blast to those privileged to be in your address book – and ask them to forward the message to their friends and associates as well.

The best thing about e-mail advertising is that it’s quite cost-effective and time-efficient. The quickest way of getting your message out via email – and to avoid getting blacklisted as spam – is to harness the power of an e-mail service provider such as iContact, ReaderImpact, or Constant Contact, in tandem with your contact list which should be developed and expanded over time.

Direct Mail—

When it comes to targeted marketing, direct mail is the king! For starters, you don’t have to worry about a direct mail piece accidently getting sent to somebody’s spam box, being skipped over by a newspaper reader or not getting published in a newspaper column. Fact is, if it ends up in a person’s mailbox, it’ll get seen. Of course, the attention it receives depends on the interest of the recipient (a lengthy topic in itself, to be discussed within a future column).

Furthermore, unlike most other methods, direct mailers allow for the inclusion of a return card/envelope that enables the recipient to conveniently respond to your direct mail solicitation. And direct mail offers you an opportunity for keeping track of who responds and, most importantly, creates what’s known as a Housefile – the marketing term used to describe avaluable list of prime prospects for future mailing campaigns.

Website and Online Banner Ads—

A special website was created for the seminar as well as banner ads that directly link to the website.

Word of Mouth—

Have others help get your message out! Whether it’s through verbal referrals or online posts, the recommendation of others can prove quite valuable. In fact, one of our previous seminar attendees – a respected mechanech within the Lubavitch community – was so impressed with the seminar, that he posted a glowing message about it on a webpage used exclusively and viewed by Lubavitcher shluchim throughout the world, creating much buzz in the process. It also must be pointed out that to rely on marketing via word of mouth, the other forms of multi-channel marketing must be employed in order for a) people to talk about your event, product, etc. and b) to have some ability to control the message. The other forms of marketing gives “viral marketing” the necessary talking points.

Radio—

Additionally, having a prominent radio host – such as renowned Nachum Segal of JM in the AM and the The Nachum Segal Show – discussing your event can really have people buzzing.

So when you’re ready to grow your business, contact a reputable marketing agency familiar with all the different methods of multi-channel marketing – from newspaper ads in the Yated to billboards outside the Lincoln Tunnel, and everything in between – to help you get your message out effectively, swiftly and successfully.

Yitzchok Saftlas is the CEO of Bottom Line Marketing Group, a premier marketing agency recognized for its goal-oriented branding, sales, recruitment and fundraising techniques. Serving corporate, non-profit and political clientele, Bottom Line's notable clients include: Mike Bloomberg for Mayor, Dirshu and TeachNYS.

Readers are encouraged to submit their marketing questions to: ys@BottomLineMG.com