January 24, 2018 - Helicopter Links Advertising
Tips.
The Different Ways Creative
And Directional Advertising Work
By Mike Hampson, owner,
Helicopter Links.
(San Diego, California, USA): For
many companies, advertising is now part of an integrated
marketing communications plan. According
to Wikipedia, "Integrated Marketing Communication
is the application of consistent brand messaging
across both traditional
and non-traditional marketing
channels and using different promotional
methods to reinforce each other."[1]
Branding, marketing and advertising
includes such things, but is not limited to having
a good
logo, by-line, knowing
your market, press releases,
having a website, printed material
(such as flyers and business cards), appearing at
industry trade shows, using social media and advertising
in trade publications.
If you are a medium or large corporation
and don’t employee people such as graphic
designers, web designers, professional writers
and social media personnel as part
of your marketing communications team, the question
that must be bluntly asked (with no offence): "Why
haven't you hired these types of employees
to help market your company in a professional
way?" When
it comes to a small business, if you can afford
to employ a web designer, graphic designer and
a professional writer, your small business is
doing better than most!
But back to
advertising, there are two types
of
advertising: Creative
and Directional Advertising.
What is Creative Advertising?
Creative Advertising
is any type of advertising where the seller is
searching for a buyer. Some
of the most well known Creative Advertising media
outlets include
magazines, newspapers,
billboards, radio, TV and the newer online affiliate
marketing (for
example, Google
Ads,
Commission Junction, etc.).
Creative
Advertising typically relies on millions
of readers, listeners and viewers (or if not millions,
a large number of people) for Creative Advertising
to be
successful. Most of these advertising outlets
offer subject matter to read, hear or watch
as they mix in advertising with their content.
In addition, Creative
Advertising includes direct mail, e-newsletters,
flyers, trade shows, trade show give-aways, trade
show graphics,
selling
company apparel, company signage, free samples,
promotional items or pricing, business cards, company
websites, social media and more. Therefore,
Creative Advertising is any type of advertising
that is not
Directional
Advertising.
What is Directional Advertising?
Directional Advertising
(also known as Directory Advertising) is where the
buyer is searching for a seller. Directional Advertising
is any type of directory such as a printed yellow
pages
or an
online
directory
such
as Helicopter
Links, where there are categories of types of businesses,
indexed, to make it easy for a buyer, to find a
seller. When using a directory, the
buyer
wants
to look
at the banner ads (or advertisements) because they
are using the directory to search for a specific
service, product or supplier, and are trying to
find a company which can handle their buying needs.
Remembering back before the
internet (when many people used the
printed
yellow pages), if your water heater just broke
on a Sunday night at 10:00 p.m., what did people
do? People opened their yellow pages, turned to
the plumbing section to find a 24 hour, 7 days
a week plumber because they want to take
a hot shower Monday
morning
before they go to work! This is why directories
are extremely useful to buyers, they help buyers
with a buying need,
to find a seller.
Directional Advertising has fewer
customers than Creative Advertising because buyers
are now at the
point of wanting to contact a seller (they are
ready to buy or they are researching before buying).
This
is why it is important for companies to advertise
on a directory, such as Helicopter Links, because
your company can advertise directly to buyers in
the buying process and your advertising helps determine
if they buyer will contact your company over those
companies listed on Helicopter Links which are not
advertising.
How Helicopter
Links works is this: We search the internet for companies in the
helicopter industry. Then we provide every company
in the helicopter industry with a free listing on
Helicopter
Links website in the category where their business
belongs. Those businesses which want to gain more
clicks and stand out among the free listings, can
do so by advertising on Helicopter Links website.
Advertising on Helicopter Links website makes it
easier for buyers to find out what your
company
provides
because it's easier for buyers to see your ads and
learn about your company. Advertising also reduces
the buyers time and effort while they are searching
for a seller.
(To reduce confusion and arguments
between people who might be new to Helicopter
Links website, Helicopter Links is not a charity,
we are a for-profit business. We provide free
listings; otherwise, Helicopter Links would not
be a useful
website to our visitors.)
Creative Advertising and Directional Advertising
compliment each other.
The best integrated
marketing communications plan is when companies
use both Creative and Directional advertising.
For example,
people visit your trade show booth
or see
your company's
ad in a magazine. Then three (3) months later,
when the buyer
needs
to buy
a product
or service, the buyer might not remember the name
of your company and therefore searches a directory.
The buyer sees the same ad in the directory and
then contacts the seller.
The buyer then finds Helicopter Links
website, and recognizes your advertising from the
trade show or from the display ad in the helicopter
magazine and then call your company.
This is one example of how
Creative Advertising and Directional Advertising
easily complements each other.
Helicopter Links is Directional Advertising.
The advantage of advertising
on Helicopter Links, is our visitors want to look
at banner ads. As stated before, while less people
use directories than magazines; magazine
readers are
there
to read the articles and many magazine readers
are not in the buying process. However, the majority
of Helicopter Links visitors (per Google Analytics)
are buyers in the buying process and want to look
at the advertisements.
Buyers find Helicopter Links with
these steps:
- Buyers (from inside and outside the helicopter
industry) go online to find a helicopter operator,
supplier or service.
- Our visitors type in multiple search terms,
in search engines, such as "helicopter
construction companies"
or "helicopter
fire fighting
companies" or "helicopter utility companies" or "helicopter
trade shows" or "helicopter electrical
components"
or "helicopter manufacturers" and etcetera
to find sellers online.
- Our visitors find a link to an appropriate
Helicopter Links web page.
- Then our visitors use
Helicopter Links website to find a seller.
This is why Helicopter Links is useful
to buyers and to sellers. The majority of our visitors
are buyers searching to do business with sellers,
in the helicopter industry.
In the Age
of the Internet, people
like convenience. Helicopter Links is a website
which can be accessed
anywhere
in the world, 24 hours a day, 7 days a week
and year-round. Not only do people from inside
the helicopter industry use Helicopter
Links to contact companies, organizations and
related
services in the helicopter industry but we also
have contractors, utility companies, oil
pipeline companies, other large/small companies,
government agencies and private individuals
— using Helicopter Links website (and calling
and emailing us) from outside
the helicopter industry, looking to find
helicopter operators for
very specific jobs.
Contact Helicopter
Links For An Advertising Quotation
Please feel free to contact
us by phone or email and let's get into a discussion
about your company's advertising needs and Helicopter
Links advertising options. Let's get some well
placed advertising for your company on Helicopter
Links website to help new
customers,
current customers and former
customers, find your
company.
Please contact us by calling
+1 (858) 413-7074 (San Diego, California, USA) or
email us at staff@helicopterlinks.com.
End article.
References:
[1] Integrated marketing communications:
Wikipedia: en.wikipedia.org/wiki/Integrated_marketing_communications
About Helicopter Links:
Helicopter Links is an online
directory which lists helicopter manufacturers,
operators, suppliers, services, magazines, helicopter
trade shows, air shows and conferences, museums,
associations and more. We also offer one free link
to any helicopter related business in the world
and are media partners with multiple helicopter
trade shows and associations around the world.
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