Don’t ignore ‘old’ media

Don’t ignore traditional media

I think it is pretty evident that new media gets all the credit in marketing these days; after all, there is something very sexy about having a great website, having your own blog and being on top of social media. However, don’t forget the power of the old guard such as newspapers, trade press, radio, tv or even the really humble media such as posters and leaflets. These are extremely effective marketing tools and the fact that lots of businesses are ignoring them may well provide you and your business with a great opportunity.

In my opinion, employing a mix of old and new media can really boost your marketing and push you ahead of your competitors.

When you have decided on your image and USP, every message you send in any form must reflect these. This includes the way you communication on paper – for instance:

Business cards
Mailing labels
Brochures & flyers
Press releases
Compliment slips

You may not automatically assume that some of the above are marketing tools, but each one creates an impression of your business. Sometimes, a business card can create a lasting impression (I am just re doing mine!) and the logo, style, font, etc must be consistent.

Even if you consider yourself creative, I would always suggest you get a marketing company to do it for you!


You have a brand whether you like it or not!

Whether you want them to or not, it is highly likely that your business is associated with certain characteristics. It is therefore, up to you to ensure that your customers remember these characteristics for the right reasons. 

They must remember your quality as a business and/or the range of benefits that sets you apart from the competition. If people do not associate you with

anything memorable or particular, your business will be part of the sea or mediocrity where a high amount of other businesses can be found.When you or what you are doing is outstanding or different, the media will pick up on it; sometimes without any effort from you.

Don’t forget that placing loads of emphasis, resources, money and energy on your logo will not make your business stand out. You need to have a distinctive product or service. Logos and slogans can help, but are no substitute for a genuine USP. Once you have done this, you can even “own” your colour or slogan such as the red in Coca-Cola!With the foundations laid, it is time to reach out to your customers…….

Develop a clear vision

I was with a new client the other day who told me a number of times how good his business was at supplying the product he sells. When I questioned the word “good” there was a lack of statistics or information to substantiate his claims. Sometimes business owners can get a bit blinkered when it comes to what sets them apart from their competition.
In a nutshell, are you a business that is satisfied with your position in the market? What are your strengths and weaknesses? How do you want to be perceived and what sort of information have you go to substantiate your claims??
In my opinion, each business should have a clear vision; a sort of mission if you like. This is necessary to give a focus to the business and something that can be translated into a marketing message for clients and prospects. It should be obvious to anybody who comes into contact with your company exactly what it stands for. Why not claim the high ground and tell everyone about it i.e Bath Marketing Consultancy is Bath’s only full service, pay-as-you- go marketing company!
Naturally, the mission needs to be credible and it may well need regular review, but without it your business has very little to differentiate it.

My final bit of advice on this is to ensure that the mission has real distinguishable features. Too many statements centre on “……we aim to be the number 1 supplier for…..” i.e. there is no client focus or addressing of what clients want. Adapt this type of statement to be more along the lines of “….we aim to be the number 1 supplier for those clients with need for xxx thanks to the benefits offered by our unique xxx package.”

This might be a little long winded, but I hope you catch my drift!