The challenge for us all in 2021 is the amount of competition and number of channels vying for our attention. Did you know that back in 1970 people were exposed to between 500 and 1600 commercial messages per day? It is now estimated that the average person encounters between 6,000 and 10,000 adverts each day. That’s a lot of noise to compete with.

There are a number of traditional and digital techniques available for you to use to market your products and services to ensure that your voice is heard. 

Unfortunately, it can seem overwhelming to know what to use, when and where. But in all honesty, there is no right or wrong technique. In fact, most successful companies will tell you that, aside from doing research into their customer profiles, most organisations go through a trial-and-error phase to work out what works best for them and their customers.

And you don’t need to necessarily know how to implement these techniques as there are lots of specialist marketers out there who can help you, and frankly you are better spending your time on your business doing what you do best. But it is important that you understand the pros and cons behind the techniques so that you can make informed decisions about how you spend your marketing budget.

TV advertising

Advantage

  • Targets all senses (sight, sound, emotion) which generally evokes response
  • High reach and good return per view
  • Ability to select audience profile (digital channels)

Consideration

  • High up-front cost
    Specialist support needed to design and film the advert
  • Many people now have SMART TV’s and fast forward adverts
  • Now so many channels available – which is best for audience

Radio advertising

Advantage

  • Low cost
  • Ability to target specific audience types
  • Mass use
    Different promotional types (adverts; competitions; advertorials)

Consideration

  • Non focussed audience attention (often on in the background)
  • Specialist support needed to design and record any adverts

Newspapers

Advantage

  • High credibility
  • Ability to target specific audience

Consideration

  • Short shelf life
  • Declining readership

Magazines

Advantage

  • Ability to target to specific target market
  • High quality
  • High credibility
  • Long shelf life
  • Likely to be passed to others

Consideration

  • Long lead times
  • No guarantee of position

Billboards/Posters

Advantage

  • High exposure
  • Low cost
  • Low competition

Consideration

  • No audience selectivity
  • Creative restrictions

Direct mail (physical and email)

Advantage

  • Ability to select specific market
  • Very cost effective
  • Flexible

Consideration

  • Perception (junk mail)
  • Must be GDPR compliant

Social media

Advantage

  • Ability to select specific market; specific timing of promotion; multiple channels
  • Allows for customer interaction
  • 24/7 capabilities
  • Easy to track success of campaign
  • Possible to DIY to a reasonable quality
  • Can repurpose one campaign across multiple channels

Consideration

  • Lots of competition
  • Needs regular effort to make inroads
  • Most successful across multiple channels

Affiliations

Advantage

  • Can benefit from already established brand followers
  • Generally low acquisition cost

Consideration

  • Potential for brand to be tarnished if affiliate has damaged reputation
  • Requires extensive high-profile network

Events and exhibitions

Advantage

  • Allows personal interaction, potentially increasing engagement
  • Ability to select specific market

Consideration

  • Long lead time
    Multiple events needed to reach audiences in multiple locations
  • Can be expensive and time consuming

Personal selling (telemarketing / door to door)

Advantage

  • Allows personal interaction, potentially increasing engagement
  • Ability to select specific market

Consideration

  • Can be seen as intrusive
  • Reach limited by physical resources