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Steve Pavis
Cheap or Free Offline Methods of Advertising
The internet has widened the horizons for businessmen inasmuch as it has provided an innovative method
for advertising and marketing. Ironically, though, it has also narrowed the field for some (especially
those whose business resides strictly online) who have been led to think that internet marketing is the
only way to go for it’s relatively cheap, it has a wide reach, etc.
While it’s true that internet marketing brings a lot of advantages, it’s not wise to neglect offline
methods altogether. While it’s true that more and more people are using the internet, internet
penetration is far from universal and complete. The best advertising strategy is still an amalgamation
of both online and offline techniques. The following is an enumeration of some cheap or free offline
methods of advertising.
Business Card Advertising
Among all offline methods of advertising, this is perhaps the cheapest. If you don’t wish to pay
others to do them for you, you can make your business cards yourself with the help of a good concept,
a reliable graphics editor, a color printer, and special paper.
Aside from being inexpensive, business cards are pretty powerful. Businessmen who have newly met
still make it a habit to exchange cards. These business cards stay in a special cards case which
businessmen and professionals usually look through whenever they need a particular service.
Business cards are therefore great ways build business contacts.
Trade Shows and Bazaars
Businessmen usually go to trade shows and bazaars to sell products. However, tradeshows and
bazaars have a residual function: they provide exposure and publicity. They are another of the
offline methods of advertising.
Therefore, whenever an opportunity to join trade shows and bazaars present itself, you must take
advantage. You may not make many sales, but you will certainly create an impression. People who
frequent bazaars will get to know your brand. Trade shows also provide an opportunity to give
your brochures, flyers and your business cards away.
Media Interviews and Press Releases
Some of the most prominent offline methods of advertising are print and broadcast advertising.
These are both effective methods, but they are also very expensive ones. If you can therefore
get print or broadcast advertising for free, then you should. One way of getting some ‘real
estate’ in the paper or some airtime in the radio and TV is by getting interviewed and releasing
regular press statements.
To get interviewed, you can contact a reporter and announce a new activity or a big promotional
event. You can also express a controversial politic al stand so that you can be interviewed,
and you can somewhat mention your business or your services in passing. Other ways to get the
limelight is to become an active participant of large, highly publicized events.
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