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This page explains different types of advertising mediums and practices, to help you choose which type is right for your co-marketing needs. The following sections are included on this page:

Print (general)

Newspaper

Print Trade Publications

Direct Mail

Tradeshows

Websites

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Print (general)

Newspapers and publications are effective advertising media that can work to increase awareness and to boost traffic and sales. A newspaper or publication ad can be utilized as a support medium to strengthen direct mail or other advertising campaigns. A benefit of newspapers and publications is the flexibility in display sizes. This flexibility can give you the opportunity to optimize page location, as well as the chance to dominate a page rather than having to purchase a full page.

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Newspaper

The following is a list of additional advantages you gain with newspaper advertisement:

• Newspaper ad production cost is relatively low. This allows multiple ads to run in different sections of the paper to target different audience types.
  
• Newspaper readership is fairly high among adults -- especially those of the higher education level.
  
• Newspapers usually allow greater flexibility in revising ads prior to print.
  

Buying Ad Space:
Most newspapers have adopted the Standard Advertising Unit System or SAU. Ad areas are bought on a standard unit of space -- the standard column inch (2 1/16" by 1"). To determine the total space you are buying in a newspaper under the SAU standards, multiply the number of columns of width by the number of inches deep. For example: a 5 column by 18" is a 90" ad.

Placement:
Strategic ad placement proves important. Generally, the Business and Main News sections reach the decision-makers. If possible, place the advertisements near the beginning of the section, on the right-hand side of page.

Print Trade Publications
The greatest advantage for advertising in trade publications is the ability to target specific segments of customers that are interested in your field of service.

Buying Ad Space
Purchasing ad space in a trade publication can be a simple procedure. Most publications allow standard sizes, which are referred to in page sizes. You may request a full page, half page, quarter page or strips. The cost of each will vary based on the creative parameters, such as color and size.

Placement
As with newspaper, the location of an ad within the publication is important. The following are general rules of thumb when placement is being considered.

• If ad is not a full page, then place ad far forward right hand side of the page.
  
• The best location is the back cover of the publication (cover 4).
  
• Inside cover (cover 2) or by the index is also a preferred placement.
  
• Placement near the editorial section has also been found successful.
  

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Direct Mail

Another effective business communication medium is direct mail. Direct mail offers you the ability to customize the communication specifically to the audience. When used in combination with other sales and/or advertising channels, direct mail becomes a powerful tool in building awareness and generating sale leads.

The following are important points to remember when developing a business-to-business direct mail communication:

• Ensure the mail list is targeting the correct segment of customers.
• The letter copy should be concise.
• A call to action or follow-up statement needs to be included.
• Provide enough information so that the prospect is able to understand the material.
• If a significant amount of information is to be relayed, then include a brochure that explains the details in-depth.

The success of the direct mail piece is based on whether the recipient opens the letter. Most of the successful formats have a professional tone and feel. However, some more creative packaging may be opened out of curiosity and interest.

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Tradeshows

Tradeshows are excellent vehicles for targeting and communicating to specific groups of people. Shows offer the ability for one-to-one communication with people who are already interested in the materials of the show.

GTE SmartPark’s tradeshow collateral may be requested from your GTE Account Representative.

The following are some general tradeshow guidelines

• Arrive 15 minutes early to each shift. This will allow the person to monitor any show changes and to monitor competition.
• Know the products, services and benefits of each item displayed.
• Have your name badge visible.
• Ensure the booth area is clear of clutter.
• Be scrupulous with paperwork, get names and contact information, and note any special requests.
• Visit other booths and meet your customers.

Most importantly, a tradeshow booth must be well planned. For your convenience, we have provided the following documents (in Adobe Acrobat Reader format) to help you plan your next tradeshow:

• Tradeshow Planning Worksheet
• Tradeshow Budget Worksheet
• Tradeshow Budget Checklist

If you do not have a copy of Acrobat Reader, click here to download a free copy.

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Websites

As more companies and individuals dial onto the Internet, having a website becomes more important. The site should be a functional sales channel for the customer.

Here are some helpful tips when developing a website:

• Make the home page easy to navigate.
• Do not include too much animation unless it is critical to the presentation. Animations can cause longer load times.
• Provide a vehicle for the prospect to contact your company for questions or request more information. Ensure that any inquiries are responded to in a timely fashion. The reason most people go to the Internet is to get a quick answer.
• Ensure that the information is up-to-date.
• Provide links to other web pages if the information is not appropriately covered on your site.
• Place a tracking system on the site. A database which tracks customer inquiries will help in determining return on investment and effectiveness, as well as provide a possible contact list.