Media Options
There is a variety of media available to promote your message in Nelson and Richmond.
- The most common question is… “what is the best medium to use… how do I get bang for buck”?…
- The most common answer we use is “depends on what you want to achieve… do you have a promotional plan?’
This establishes your Marketing Strategy & Expenditure for the year.
- CB Marketing can research your options and plan & co-ordinate your promotional campaign.
- Assist with Research, Planning, Quotes, Bookings & creative/production.
If you are weighing up your options and need help, we can advise a strategy on a level that suits your business.
Here are some basic tips when considering some promotional mediums:
Television
Television is a medium that can reach a wide audience.
When booking a TV campaign, it is important to identify the programs that are popular with your target market. Generally, rates are higher with peak time programming but keep in mind you are reaching a far greater audience.
Television has a higher viewership at night but some daytime television might be worth considering if a program is aiming specifically at your target market.
Another cost you have to consider is the production of your commercial and any updates that are required throughout the length of your campaign.
Like many media, Television is moving into the flexible medium of the internet and is the fastest growing market in the world. TV On Demand and the introduction of website advertising opportunities have widened the market for Television and options for the buyer. For instance, TVNZ now offers advertising opportunities for BEBO, a well known website brand that has a large number of subscribers.
It’s a new and exciting world but does require homework to ensure it suits your needs. CB Marketing can assist you in the planning and co-ordination of your television campaign, including advertising schedules, creative and production of your commercial and facilitation of your Televison Internet opportunities.
» click here to see some examples
Radio
Radio is another medium that broadcasts to a large wide audience.
Radio’s highest listenership is traditionally across the day with the largest audience during breakfast.
The key to advertising on radio is frequency and repetition. It also helps to have a creative ad that stands out and reflects the target market you want to attract.
Radio is also a very affordable flexible medium for live broadcasts from your premises. This can give you high impact at the time of your special event.
There are also sponsorship opportunities available to feature your brand alongside programme features that your target market will be listening to, eg. Weather or “Minute on Money”.
Radio is also moving into the internet by adding features to their own sites and aligning themselves with popular sites such as Voucher Mate, to add value to your radio advertising.
CB Marketing can assist you with all aspects of your radio campaign – planning your schedule, scripts, radio production & special promotion co-ordination.
» click here to see some examples
Newspaper
Newspaper is another medium that reaches a wide audience.
It can be used for branding, lead generation or going into depth about your organisation.
It is important, if possible, to find the position in the paper that your target market will be interested in eg Real Estate or Car lift outs.
You should also make sure that your imagery is of a high standard and reflects your target market. If possible, use colour in your advertising.
There are options for developing a newspaper feature, if you want to give the public an in-depth look at your organisation. The cost of this can be subsidised by supportive organisations advertising in your feature.
Newspapers will often develop features aimed at a particular industry or events, which will enable your organisation to highlight your product and services to your target market.
Newspapers are taking advantage of internet opportunities by using it as a news portal and for widening features within their sites. They are also investing in popular sites such as “Trade Me”, giving buyers more opportunities to widen their own market.
CB Marketing can assist you with all aspects of your newspaper advertising campaign – planning your campaign, creative of your newspaper ad, co-ordination of your newspaper features and facilitating your on-line newspaper opportunities.
» click here to see some examples
Direct Target Promotion
This is more commonly known as Direct Mail, but with the introduction of electronic communication and many other opportunities now available to reach your target market, we like to call it Direct Targeting.
Direct targeting can be one of the most cost-effective forms of promotion, depending on how it is used.
Direct targeting can be for simple branding or lead generation.
There are many ways you can approach your existing & new clients:
- Direct Mail
- Newspaper or publication inserts
- E-News (Information via e-mail)
- Expos
- Seminars
- Conferences
- Sponsorship
The key is to determine the most effective way to approach your target market for the best value. It is also important to highlight your product and services in a creative manner that will impact on your existing or potential clients. CB Marketing can assist with planning, and coordinating your direct target campaigns, including artwork and printing if required.
» click here to see some examples
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Website
The internet is becoming more and more important as part of the promotional mix.
A website can be used to point potential clients to your business, giving them the opportunity to have an in depth look at your organisation. It can be used as a brochure, without the cost of printing.
Your website can also be advertised on the internet and linked to sites of interest to your target market.
It can also be used as a point of reference for customers and staff to print off information pertaining to a particular enquiry.
You can use it as a tool to sell your products on-line.
E Marketing can be used to send information direct to your target market via e-mail as an alternative to flyers.
There is a variety of useful ways the internet can be used to help your marketing effort. In the longer term, it can be a more affordable option.
CB Marketing can assist you with the planning, design, compilation & co-ordination of your website.
CB Marketing can also assist you in E-News/promotion to your existing and new clients via e-mail.
» click here to see some examples
This medium is becoming more and more popular for sending information to new & existing clients.
Ensure the presentation is professional when sending e-mails. There are ways to structure your e-mail for optimum impact and we have recommendations for the best times to send them out.
This medium is most effective when used regularly, attached to an up to date database.
If you wish to explore this medium further, CB Marketing can plan your strategy and create a professional image for your company when sending e-mails.
Brochures
A great way to give your customer an overview of your philosophy and the products and services on offer.
Make sure the brochure reflects your company in a professional manner.
Your brochure should ‘sell’ your organisation to potential clients.
CB Marketing can assist you with the development of your brochure. We will structure how your brochure should look, help you with what to ‘push’ to your potential clients and organise printing and delivery.
» click here to see some examples
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Stationery
Company image is important to your target market and stationery is a great ambassador for your organisation. Your stationery can also act as another promotional medium.
CB Marketing can help you with the design and printing of your stationery items.
» click here to see some examples
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Outdoor
Does your organisation have a physical presence? Company Image should be consistent throughout your organisation including:
- Office signage
- Vehicle signage
- Billboard advertising
- Staff uniforms
- Buses/Taxis
- Airports
- Sponsorship signage
Remember, ‘repetition is recognition’ and you should ensure that the imagery you create for your promotional material should be reflected in any outside physical presence.
Outside promotional activity can be quite expensive, so you should determine how best to brand to your target market.
When looking at signage promotion such as billboard advertising, time for how long the sign is seen when going past. Hopefully, you will conclude that the message has to be visable and to the point.
CB Marketing can assist you with determining how best to use Outdoor Promotion including planning, design, installing and producing.
Cinema
Cinema doesn’t have the same audience size as TV, Radio or Newspaper but does have a sizable market none the less.
Cinema is worth considering when looking at your branding options as opposed to or as well as, billboards, bus shelters, taxis etc.
These days it is affordable to produce a cinema ad not unlike a TV commercial.
There is a regular patronage that still go to the movies and regular advertising with this medium will help towards your branding effort.
You might even consider aligning your brand with a particular movie. Eg Fashion – “Sex in the City”
You can also use the venue for special promotions with your clients, e.g. movie premier function.
CB Marketing can assist with your cinema campaign, from scheduling to creating your cinema commercial.
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Launch / Functions / Promotional Events
This is a great way to gain direct contact with new and existing clients.
It may be you want to just spoil your clients or you may have a particular product or service you want to launch or a fantastic special to promote to gain active sales.
A special event can also be supported by a generic advertising campaign.
Usually this method is used to gain short term business and/or create relationships.
During this period there will be a high focus on your organisation.
The key is to take advantage of the situation and create ways to gain leads for new business or instant sales. CB Marketing can assist you with the planning, co-ordination, creative & follow up for your special event.
We can assist with presentation, organisation, advertising, and all aspects that will assist in maximising your opportunities.
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Magazines / Directories
There is a variety of different publications available to the general public and business.
The key to advertising in these publications is to find out what is popular with your target market.
Some may be magazines with information pertinent to them and some are directories, which help your target market to find you.
As with newspaper advertising, position is important, as well as your imagery and message.
CB Marketing can assist you with researching which publications are available, planning your strategy and creating your ad.
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Logo Design
A very important part of the promotion for your organisation is a logo.
A logo helps customers and the public to easily identify with your organisation.
Over time, this logo becomes your brand which will convey mcuh more than mere words or symbols on a sign.
The imagery you portray has to reflect what you want your target market to notice and has to be acceptable and attractive to your customers if you want them to do business with you.
In many ways, the logo also symbolises the culture you want to create inside your business and is something those who work for the company can be proud of.
Your logo brings the business to life.
It is important that your logo is easily read by your target market and converts well into black & white.
Make sure you keep a good copy on file for quick and easy use when required. CB Marketing can assist you with the development of your logo.
This includes determining your target market, company image & production of your logo.
» click here to see some examples
With all these options available to your business it is important to develop a well thought out Promotional Plan to maximize you marketing effort.
If you need assistance in researching a range of options we can provide the following:
- Consultation and assessment of your marketing needs.
- Liaison with 3 different media options.
- Provision of Media options, costs and production criteria.