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Offline Promotion Guide

(cont'd)

Branded novelty items

This method is a personal favorite of mine. It involves purchasing and distributing items such as pencils, pens, t-shirts, mugs, mouse pads, calendars, keychains, bumper stickers, refrigerator magnets and the like. All these items will have your URL located somewhere on them helping to attract people to your website.

Usually these items are given away for free, however some sites such as Google successfully sell a number of items specifically designed to improve the Google brand.

If you decide to use such items in your offline marketing campaigns be smart about it, offer items which will be used by the people most likely to buy your products or services, for example if you sell software or computer components distribute branded mouse pads as computer users are likely to be interested in what you offer. Similarly if you sell office stationary you could distribute pens to local businesses, hopefully when they need more stationary they'll notice your slogan and URL then come visit and buy.

There are lots of angles one can take with this method, most can be very effective but just have a good think about it before you order those 3000 pens, won't you!


Press releases


Press releases were touched upon earlier on in this article but now for more in depth coverage of using them for offline promotion. Press releases or news releases as they're sometimes known are newsworthy stories about your business that you send to various sections of the media. These sections of the media must be related to your industry for you to have any chance of success. Newsworthy stories are stories which readers of the media publications you submit to might be interested in.

If the journalist reads it and likes it he or she may publish it or some of its contents in his or her publication, if this happens you're on to a winner because the public in general are much more responsive to a news story than a plain old hyped up advertisement. This could mean they'll enquire about or even purchase your products or services.

Using press releases for promotion of your website uses the same principals, if it's newsworthy release it. Newsworthy events for websites include website launches, website re launches and new online services among other items.

It'll be up to you to decide what might be of value to a journalist and hence his or her readers, however there are hundreds of businesses that can organize what's of value into a professional press release and can then submit it for you. I would recommend the path of using these businesses due to the fact that if you submit a poorly written press release the journalist who receives it will (a) not publish it or any part of it and (b) not even look at your releases in the future so do it right the first time and hire somebody. Googles a good place to start looking.


Others ideas


Other ideas include having flyers and posters printed specifically to promote your URL. Flyers could be handed out locally and posters could be placed at strategic locations such as supermarkets, malls, social clubs and business centers, well you get the idea. Don't forget about direct snail mailing to qualified prospects, bus and building billboards, bus shelters and cinema screen advertising (yes you can run ads before those big movies come on!)
 

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