As our readers know, we are big believers in building brand awareness through offline methods. Consumer eyes are on the street too— perhaps more than on a computer screen.
Traditional offline advertising venues such as newspapers, magazines, radio and television are still valuable brand building vehicles to carry your message to the masses. The problem has always been the sometimes very high cost of sustaining an ad campaign. Big brands with big budgets had this marketing stage all to themselves. The little guy was lucky to run a few 1 inch ads every week. Well, there is another way into the advertising party. It’s called remnant, or stand-by, advertising. For the budget conscious, remnant ads can be had for up to a 90% discount. Yessiree Bob.
Ad space is a perishable commodity. Media publishers often have more advertising inventory than they can fill. The gap between available ad space and actual paying advertisers means lost revenue to the publisher. You will often see self-promoting filler ads where no ad buyer is available. This is where you can jump in at the last minute for a steep discount. These stand-by ads can range from smaller ads (more common) to half page and even full page ads. It is better for the publishers to get something for the space. A recent Detroit newspaper was selling their $14,000 full page ads for $4,000. National magazine often have regional editions where you can get remnant ad space at a considerable savings.
Similar ad space is often unsold by radio, cable and television stations. The proliferation of TV channels via cable, networks and satellite, offers many opportunities to save an advertising buck. Savings up to 90% are not unheard of. But don’t stop there— go for billboard ads, bus stop and other outdoor ads, subway/bus ads, or advertising offered at sporting or other events. (Heck, we’ll even cut you a deal.)
The keys are making contact with the advertisers and having your ad prepared in advance to meet their specifications at a moment’s notice. If you don’t want to do it alone, you can hire remnant ad service companies like MSS-Standby or Media Resources.*
Related Posts:
Advertising Your Online Brand Offline: Because Marketing Shouldn’t Suck
h/t: RISMedia Power Team report, January 2008
* We do not have any experience with these companies and cannot vouch for them. But you get the idea that these services are out there. Ask other professionals who have used such a service for their feedback.
Technorati Tags: advertising, remnant ads, stand-by ads, marketing
I’m no fan of brand advertising. I find that advertising works when it makes an offer and is clear about a call to action.
When you build your online real estate brand, you are wasting your money. Rather than that, why not spend it on pay per click or writing a good blog (you are doing that already)?
–Richard