In previous posts I have discussed the print media and cable television options for advertising to the Denton market. To this point I have been discussing primary and secondary media. Primary medias allow you to tell more of your story than the secondary medias. In most markets radio is also a primary media, but in Denton we have no commercial radio focused on Denton, as a result buying radio advertising reaches a greater market than area than Denton, Texas. As a result I classify radio as a secondary media for this market. (I do believe radio has an important place in a media buy, just not as a primary media.)
So here is my list of secondary media to consider if you are trying to reach the Greater Denton market area:
- Direct Mail - Allows excellent geo-targetting. The downsides to direct mail are competiing for attention in the mail box, rising postage costs and the low response rate. The are some direct mail campaigns that get as low as a 1/2% response rate. However direct mail in Denton guarantees that your target maket will at the very least touch your ad.
- Billboards – I love billboards as a simple method for building brand awareness. The message must be limited to no more that 7 words. The bigest draw back to billboards is cost and location. Cost varies widely depending on the billboard companies and depending on the location. During this recession here at The Crouch Group, we have been able to get some outstanding locations for our clients and we have been able to negotiate significantly lower rates.
- Secondary print products (i.e. Denton Originals , Denton Lifestyles, College Magazines, Etc) There are a number of alternative print materials available with a variety of distributions and cost. The newest one is Denton Originals highlighting business that are Dentoncentric. (a new word I just made up) rates start at just $375.00 and include web advertising and links to a business website. The distribution is 10,000 pieces and is due out later this month. For more information visit www.dentonoriginals.com.
Denton is a difficult market for a busienss to advertise in. Not that there aren’t a lot of options. The key is where to you spend your advertising dollar most effectively. I like to think that’s what we do at The Crouch Group, our advertising professionals help our clients reach the target market with an effective message that will helps to build a business.
During future blog posts I will be discussing advertising at local events, internet marketing, radio and building a marketing strategy.
