NONE: Re: ONLINE-ADS>> Do offline URLs drive traffic?
Re: ONLINE-ADS>> Do offline URLs drive traffic?
Shari Thurow (shari_at_grantasticdesigns.com)
Thu, 23 Jul 1998 16:04:16 -0500 (CDT)
Hi all--
I've been following the thread about offline traffic and I am actually
surprised that some people doubt the effectiveness of offline advertising
and promotion. I've seen it work many times in the past 3 years.
The first online and offline promotion plan I did involved a transportation
company. Now that particular company did well in terms of search engine
optimization and ranking, but it was the offline efforts that got it the
6-7 figure contracts. The company issued an offline press release and
printed a brochure in-house announcing the site. The brochure included a
punch-out Rolodex card with all the contact information along with the new
URL and e-mail address. This brochure and press release was circulated to
all of the major transportation magazines and associations. The brochure
was also sent to their current customers to make them aware of an
additional means of contacting the company. Lastly, all offline ads (for
magazines and trade shows) emphasized the new URL.
The brochure and offline press release were a huge success. The
transportation company was featured in its targeted print magazines and
even ended up on the front page of transportation association newsletters.
Also as a result of the press release and brochure, the client had many
requests to link to its URL.
Now, whenever we do print ads in trade publications for people, if the
client wants to highlight the product/service but also wants to point
people to the web site, we will often make a thick border around the ad and
put the URL in reverse type inside of the border. (The thick border with a
URL in it makes the ad stand out because the large, reverse type naturally
draws attention, and the border design is unique.) This particular offline
design has worked out quite well for many of our clients.
I have also seen traffic and sales quadruple in client sites after the site
is mentioned in a trade publication, be it a quotation or an article
featuring the web site.
So I never discount offline marketing strategies, especially if you have a
highly specialized target audience who might not be completely comfortable
with the web.
Take care,
Shari Thurow
++++++++++++++++++++++++++++++++++++++++++++
Grantastic Designs-Custom Illustration and Graphics
For FREE design and marketing tips, visit us at:
http://www.grantasticdesigns.com
info_at_grantasticdesigns.com
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