Join Brad Batesole for an in-depth discussion in this video Audience development, part of Offline Marketing Foundations.
- One of our keys…to success is developing audience segments.…We need to understand not only who we want to reach…but the media we'll use to reach them.…And just because an offline marketing channel…will reach our target market,…it may not be the appropriate way to engage them.…For example, the listeners…of a morning comedy radio talk show may be the target market…for a life insurance product…but the comedy show might not be the right environment…or media to run a life insurance ad.…The listeners are probably looking…for short-term entertainment on their morning commute…and they're not thinking long-term.…
Not to mention, the second they get to work,…they'll likely forget about the advertisement.…That slot might, instead, make more sense…for something someone can take action on right away…or that aligns with someone seeking further entertainment.…For example, a fair that's happening on the weekend…or an upcoming concert.…The method you choose for your marketing needs…to be evaluated not only on who will likely see…
- Identify the pros and cons of offline marketing.
- Recognize the fundamentals of audience development in offline marketing.
- Recognize how to break down expenses when setting up an offline marketing budget.
- Explore the elements of using direct mail in offline marketing.
- Examine the use of events such as promotional giveaways and trade shows in offline marketing.
- Identify the pros and cons of using print advertising in offline marketing.
- Break down the benefits of television and radio advertising.
- Explore the fundamentals of using promotions in offline marketing.
Skill Level Beginner
1. Offline Marketing Overview
Deciding how much to spend4m 38s
3. Direct Mail
6. Television and Radio
Getting media mentions4m 50s
Next steps1m 12s
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