In today’s presentation we are going to begin a new series on offline marketing with a look at the ins and outs of newspaper ads, radio ads, and television ads.

1. OFFLINE MARKETING: HOW TO CHOOSE
BETWEEN NEWSPAPER, RADIO & TV
by FitSmallBusiness.com

2. I know half my advertising
budget is being wasted,
if only I knew which half.

3. The best way to avoid wasteful
advertising is to advertise where
your customers are located. Also
know as “Targeted advertising”

4. To avoid waste, find out what
your existing customers are
reading, listening to and
watching.
But...

5. Why would you want to pay for
offline marketing if online
marketing provides better tracking
and is much cheaper?

6. Newspapers, radio, and
television are still
extremely popular

7. Over 60% of adults read a print
version of a newspaper once per
week. And over 92% of Americans
over the age of 12, tune into radio
at least once per year.
(Sources: NAA.org and Arbitron)

8. Also newspapers, radio and TV are
good at reaching a large relevant
audience in a very short period of
time.

9. When you target a specific
geographic area with focused
Google or Facebook advertising,
your advertising may nor reach the
number of people you want.

10. Know what customers read, listen to and watch. Ask them.
Know your customer type. Observe them.
How to avoid wasting your budget with
offline martketing?

11. STEP 1: Know what you like

12. Interview your friends and family.
Write down what media they
consume. Ask yourself and them the
questions that you are planning to
ask your customers.

13. What matters most is the answers of
your customers. pay close attention
on the answers that are different
than yours.

14. STEP 2: Survey Your Customers

15. Survey Questions:
1.Do You read the newspaper? Which ones? Is there a particular
section or days of the week that you read it?
2.Do you listen to the radio? Which stations? Are there any
particular times of the day that you like?
3.Do you have a cable or “dish” television? Do you watch any local
channels? If so, what local shows do you watch?

16. You can ask these questions
conversationally or take a more formal
approach. The key is to get a least 15
different customers to provide feedback.

17. STEP 3: Observe Your Customers

18. If you have a store or
restaurant, just jot down
the estimates of the
following information of
everyone that walks
through the door for a
couple of days.

19. 1.Time of day, day of week (is
your weekend traffic different
than weekends?)
2.Family group, friend group or
individual, genders and ages.
3.Did they have specific
purpose when they came in?

20. After the survey and the
customer observations, you
will have two sets of data.
Ask yourself if your survey
represents your typical
customer? If not, do a few
more surveys.

21. STEP 4: Analyze the Data

22. Identify the trends in the answers. Like if there is a particular
station or show that multiple clients watched or listened to.
Write down any answers that came up more than once.

23. Unless your survey shows a very strong preference for
a specific local television channel over all other
options. It is better to start advertising with radio and
newspaper.
What to do with the data?

24. Radio or newspaper can be simpler that television, as
the production for the ads is simpler, less expensive
and easier to change.
What to do with the data?

25. And Finally...

26. To learn how to be a more successful
entrepreneur visit us at....

27. www.FitsmallBusiness.com
(Click the link)

28. www.FitsmallBusiness.com
(Click the link)

29. www.FitsmallBusiness.com
(Click the link)