Traditional Media Versus Search Engine Optimization (SEO)

Traditional media can deliver great results if executed well. In fact we consult and advise our clients on their traditional media plans to help them make it more effective. Search Engine Optimization can help support a traditional media campaign.

SEO has the best return on investment (ROI) of any media. Consumers are actively looking for your service when they go to Google and type "air conditioning repair". Buyers are looking for you. Other media like radio, tv, newspapers, etc, are offering your services to thousands of people seeing or hearing your radio or newspaper ad, only a small number are in the market for your service. The rest of the ads are wasted.

WIth SEO, your advertising to only the people who are looking for your service, so its more efficent, and can deliver a better return on your investment. Our SEO service is a fraction of the cost of newspaper, radio, or television, and SEO will generate more calls and more sales.

SEO is different than pay-per-click advertising. Pay-per-click advertising can be very effective if executed well, and if your website has a good conversion rate.

Newspapers

Typical Cost: $6,200 per month (for a 154,000 circulation newspaper)

This will buy you three small 4" x 4" black & white ads per week - 8 ads per month

Advantages of Newspaper Advertising

  • The newspaper offers a predictable frequency of publication: once, twice or up to seven times a week.

  • Newspapers have immediacy. You can place an ad on Monday and be getting results before the week is over. Short deadlines permit quick responses to changing market conditions.

  • You can reach certain segments of your market by placing your ads in different sections of the paper such as: sports, comics, crosswords, news, classifieds, etc.

Disadvantages of Newspaper Advertising

  • Newspapers reach only 25-35% of adults daily. Readership is steadily declining

  • Most businesses can't afford an ad every day - your business only has an ad once or twice per week

  • Any given advertising message must compete for the reader’s attention. The paper may contain hundreds of ads, as well as dozens of articles and features for the reader to wade through.

  • You have no assurance that every person who receives the newspaper will read your ad. They may not read the section you advertised in, or they may simply have skipped the page because it contained little or nothing else of interest.

  • It has a relatively short life span (newspapers are typically read once, then discarded), thus requiring multiple insertions.

 

Cable TV

Typical Cost: $12,000 per month (plus TV ad product cost of $1,000 to $8,000)

This will buy you three non-prime time :30 second spots per day.

Advantages of Cable TV

  • A professionally executed tv campaign builds prestige, especially for local or regional businesses

  • You can focus on your target demographic by purchasing spots on specific cable channels and during specific programs

  • You can physically demonstrate your product or service or make an emotional connection with the audience - visual and audio

Disadvantages of Cable TV

  • Viewers may be annoyed by the advertising and turn the channel to "surf"

  • New technology allows viewers to fast-forward through commercials

  • Because tv commercials are so short, someone who is watching your ad may not remember the phone number or web address

  • The cost of tv advertising is expensive and it requires repetition to make an impact

 

Yellow Pages

Typical Cost: $1,400 per month (for a 120,000 directories)

This will buy you two small 1/4 color ads in one directory.

Advantages of Yellow Pages Advertising

  • They are actively looking for a business

  • It is also great because people are looking in the area of what your business is about.  Say you own a plumbing company and someone needs a plumber.  They will then look in the phonebook for plumbing and come across your business.

  • It allows people to be aware of your business (when they see it in the yellow pages.)

  • Ads are usually pretty affordable.

  • It is down on paper.  This will be very helpful if they would like to go back to find your business.

Disadvantages of Yellow Pages Advertising

  • The are several different yellow page companies in each area - fragmenting the market: AT&T, Verizon, Yellowbook, Etc. - You may need to purchase in two different directories

  • When you put your ad up, you’ll have a lot of competitors around you.  (Make sure you do something to make it stand out!)

  • It’s not something that is easy to have changed on a regular basis.  (Can’t be done overnight.)

  • Depending on your service area - you may need to purchase advertising in several directories that service surrounding areas

 

Radio

Typical Cost: $9,500 per month

This will buy you four :30 second spots per day.

Advantages of Radio Advertising

  • Radio advertising costs less than television advertising

  • Most radio advertisements are informal and tell a story that engages and captivates the listener. Most do this by taking advantage of popular radio personalities or by including a catchy and creative jingle.

  • Radio advertisements are effective because they’re run several times over the course of a day, week, etc. This means your market is likely to hear the ad multiple times as opposed to a print ad which they may only see one time.

Disadvantages of Radio Advertising

  • Listeners may be annoyed by the advertising - they want to listen to music not advertising

  • Many listeners are distracted - many are driving and can't focus on the advertising

  • Because radio ads are so short, someone who is listening to your ad while driving may not catch all of the pertinent contact information and may not necessarily hear the ad again.

  • The cost of radio advertising may be inexpensive compared to other advertising methods, but if you want prime-time slots early and late in the day the costs can be very high.

  • Radio advertising is only effective if you know large parts of your target audience regularly listen to the radio.