Website promotion
There are currently two distinct ways of promoting services or products of any nature.
We use either:
- Conventional (traditional media)
- Or the internet (new media).
Conventional (traditional media)
I would assert that there are three common characteristics of using conventional measures in promotion. Traditional media tends to be:
Repetitive
Repetition is not necessary a bad thing though. When the brain is constantly bombarded with appealing advertising generally it gives in. Repetition may also give the audience a clearer perception of what the product or service actually does.
In terms of the PSD website, the target audience is large financial organisations (banks, stock exchanges etc). If we can get the company’s name to be mentioned over and over in these circles (using billboards or flyers) then this repetition may bring the company a greater reputation.
Memorable
Traditional media is usually also very easy to recall. It should make a lasting impression on the target audience. PSD must use snappy but not annoying punch lines with a professional tone to grace them.
Established
Conventional means of promotion are well-established and trust worthy. It’s generally rather effective but can also be rather costly. For example, producing a promotional video introducing the company will cost thousands.
examples of conventional measures:
- TV advertising.
- The effectiveness of this measure is great, but the cost is very high. It is interesting to note that the emphasis is usually more on company image than information about the company.
- Billboards, flyers, newspapers, direct mail.
- This is most certainly worthwhile.
- Telephone 'cold' calls.
- PSD could call up financial groups and attempt to sell the company's products. However, by doing this it doesn't want to get a bad reputation. Many people find phone calls like this incredibly impolite and irritating.
- Livery (vehicles).
- The location of the Pipeline Software Development's office, in a wealthy part of south-west London, makes the implementation of this measure worthwhile. Any reasonable priced enterprising advertising like this makes sense.
The most distinguishing characteristic of all five of the above is the fact that they all have an emphasis on pushing potential customers. Going out to them, impressing or imposing on them. On the next page I will describe and evaluate how pulling visitors using the internet is most plausible.
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