Are you putting all your advertising eggs in one basket? That is to say, have you moved 100% of your advertising budget to online advertising? If so, you are making a big mistake. Every company should be allocating a portion of their advertising budget to online advertising, no doubt about it. But, if you fail to use other forms of advertising such as direct mail you are missing a large portion of the population.
As you vary your advertising campaign to include direct mail, radio and television advertising, online ads and even billboards, you are helping to create and solidify your company’s brand. You want your company to become as recognizable as, say McDonald’s. If you take a look at how big companies like Mc Donald’s or Wal-Mart advertise you will see that they use all of the methods listed above. If the most successful companies in the world are diversifying their advertising campaigns to include direct mail what does that tell you?
You have a great point here, Rick. I am definitely going to consider a direct mail campaign in the near future. I am thinking about sending postcards since that is fairly affordable for the small business owner such as myself.