Traditional vs New Media

by: Jamie Iria

You are entering the business world. What are some ways you can use to promote your business? What strategies can you use to attract more clients? In order to best illustrate these points, I will use the example of one of my clients: Frank Bento, owner of Moliceiro Restaurant.

We developed the marketing campaign when Frank started off this new adventure, about two years ago. We began with the logo design, got the outdoor sign taken care of, followed by the menus, the website, the business cards… What was (is) important to Frank, is to have the branding of his business not only the way he really wanted, but also in a way that it actually worked. For that, the important point is for people to identify and remember your business just by looking at your brand.

To promote one’s business, especially if we are just starting, it really comes down to looking at different ways of getting people around you to know where you are and what product or service you have to offer.

When you are just starting your business, it might be difficult to get enough of a following online, social media or email, to invite people come to your place. That’s when we really need to consider using some traditional media. Create and print some cards with some incentives/promotions and visit different establishment around your business location and say: “Listen! We’d love for you to come over and try our amazing lunch/dinner (in the case of Moliceiro Restaurant).” Once they do, that’s when the client relationship begins and you can now ask if they can follow your social media or even provide an email address so you can keep the informed of any new promotions in the future.

Afterwards, on the second phase, it’s much easier for you to get their attention, as you will begin to engage with them at a different level, digitally.

Every business develops at a different passe. There are many variables in play. But ultimately you need to find the best way to promote your business to your market. Traditional or new media… choose the one the works best for you. Don’t get stuck in a certain way just because someone told you so. As a business owner, you need to listen to what your market is responding to and create that relationship with your clients.

You need to experiment, until you find the right strategy.

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