It is such a battle to get the right mix of offline and online advertising. Everyone will tell you something different while promising you the world.
Every product and service has their different markets and some may be more suited to offline. For our market which is savvy home decorators, the value we can get online is so much better than offline. For $500 we can get a good listing on a good directory for one year! We can adapt this listing, we can see the click throughs, we can determine the value on a weekly basis.
A standard price for a small advert in a monthly decorators magazine is around $2000. No reporting, no adjustments, just a once off showing.
We haven’t totally nailed the Google AdWords yet. Each month we spend a small amount in this area, but it is so time consuming to work out all the features that we prefer to spend the budget on directories that list high in the Google search results anyway. For example, “home decorating” always brings the “Decorators Catalogue” up in the first few. So we advertise on this directory.
If anyone has any comments or thoughts on the above, feel free to share.
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