Big Results for Your BusinessExpert and Affordable Digital and Traditional Marketing Services

Ruby Moon’s marketing services provide big results at affordable prices, making us the perfect fit for businesses of all types who need a larger presence in order to grow in today’s marketplace.

We create, implement and manage digital and traditional marketing strategies for businesses of all sizes from web design and search engine optimization to television, radio and print media just to name a few. Be it Digital or Traditional Marketing, Ruby Moon provides the expertise needed to execute professionally and effectively. We work with you step by step to develop and implement a marketing strategy that you will understand as well as see the performance metrics of so that you clearly realize your return on investment.

We will position your business online and through multiple media tactics in order to drive your target market in to your conversion channels. We handle all aspects of your digital presence online to capture higher search rankings with sound state of the art SEO and PPC campaigns. We manage your Social Media as well as your online Reputation. Through our vast networking with traditional media placement, we are able to effectively and efficiently produce television, radio, billboard, print and any other type of traditional marketing campaigns in order to professionally present your brand to your target audience.

Ruby Moon has built its reputation over the past 15 years in numerous market places including Healthcare, Legal, Engineering, Manufacturing and Storefront applications. We maintain a best in class reputation along with an in-depth knowledge of the business operations we partner with. Our services leverage your marketing investment so that you can run with the big dogs at a less expensive price point of a big dog budget.

Build Your Brand

Ruby Moon will help you zero in on your business’ unique value proposition – what sets you apart and makes you better than your competition – so you’ll stand out in the crowd. Then we’ll work with you to develop a consistent marketing message to reinforce your brand – both online and off.

Build Your Website

We’ll design a state-of- the-art website to wow your visitors. Your website is increasingly becoming the place where most potential customers form their first impression about your business. Your site will be designed to not only capture the attention of search engines, but also capture the attention of visitors, to help convert them into customers.

Position Your Brand

We will position your business online and through multiple media tactics in order to drive your target market in to your conversion channels. We handle all aspects of your digital presence online to capture higher search rankings with sound state of the art SEO and PPC campaigns. We manage your Social Media as well as your online Reputation. Through our vast networking with traditional media placement, we are able to effectively and efficiently produce television, radio, billboard, print and any other type of traditional marketing campaigns in order to professionally present your brand to your target audience.

Build Your Reputation

Ruby Moon can help you turn customers into reviewers – crucial for boosting your search ranking and converting visitors into buyers. Our SERM services include review monitoring, so you can easily measure results, and our review platform allows you to respond to bad reviews before they ever show up online, giving you a chance to address customer service complaints and head off bad reviews at the pass.

Digital Marketing ServicesRuby Moon provides a holistic set of Marketing Services targeted at increasing your businesses bottom line performance. Whether you chose just one of our breadth of services or numerous of our service offerings our priority remains the same, insuring your business competes and wins the internet.

Website Development

Your website represents your online image to the public. To be effective it has to make an incredible impression on its visitors in a very short period of time. Ruby Moon will transform your presence by designing a professional, mobile-optimized website for your business, at an affordable rate.


A quality website is clean, well-organized, easy to navigate, clear/concise, modern (in terms of style and layout), functional, branded, and motivates the visitor to do business with you. Information such as hours of operation, location, and contact info should be extremely easy to find. If you have social media profiles, buttons linked to these profiles should be present. People want a quick solution to their problem or a quick answer to their question. Make it easy for them. They also want to look at something that is visually appealing. Ruby Moon will give both you and your prospective clients just that, a quality website.

Local Directory Management

The purpose of creating local listings is to make your business visible on the Internet. Each new listing you create increases your chances of being found by customers. At the same time, many of the local business indexes share data with each other. Thus, the more places you are listed and the more visible you are, the more these indexes trust the accuracy of your business data—increasing your chances of ranking well in local searches.

“Local Directory Management

When someone searches online for a local business, search engines and many mobile apps rely on your business having accurate and consistent addresses, phone numbers and location data from these data sources to provide proper search results. If your listing data is incorrect or inconsistent between all these data sources, your listing might not show up in the search results.

Establish a correct, consistent listing with the Ruby Moon Directory Process then, we distribute your listing data to all the major web aggregators.

To manage your own listings on all of these websites, directories, and data aggregators takes hours of work and can cost hundreds of dollars a year per location.

With Ruby Moon and our Directory Management Process, all of this is taken care of for you while you focus on running your business.

Reputation Management (SERM)

Word-of-mouth has always been the most powerful and effective marketing tool, and it’s just as true online as it is in the real world. 62% of online consumers are more likely to buy if they read a positive review of your business. Ruby Moon’s review platform and review monitoring services will help you increase your positive online reviews.

Reputation Management

What are people saying about your business on the Internet? Make no mistake, your online reviews from your customers are the most important marketing tool you have. But, there are so many online review sites out there that it is overwhelming as a business owner to manage all of it. That’s where Ruby Moon steps in to help.

Our Reputation Management System starts by consolidating all of the major online review site ratings and comments in to one easy to use monitoring dashboard. No need to worry about going to each site individually and trying to manage it each day.

Local Search Optimization

Local SEO is focused on providing results that are relevant to a searcher based on their current location. Given the rise of smartphone usage and better connectivity while people are out and about, you need to insure that they find your business up front on their mobile device.

“Local Search Optimization

Local SEO is a highly effective form of local online marketing. It allows local businesses to promote their services to local customers at exactly  the time they’re looking for your type of business.

Local SEO uses search engines like Google and business directories like Yelp, Superpages,  Millions of local customers use these services every day to find the best local businesses in their area (click to see Comparison of Online Local Directory Audience Figures).

Local SEO removes the guesswork from local marketing. It’s not like sending leaflets through the mail or putting an ad in a local paper which may or may not be seen by someone interested in your service.

Local SEO reaches local customers when they’re looking for a specific service near them. In other words, they need your service and they’re ready to buy it.

And those new customers aren’t just online customers, they’re ‘real customers’. Local online marketing promotes your business (your name, your services, address, phone number…) not just your website. So your new customers will call you or walk through your front door not simply visit your website.

10 reasons why local SEO will help attract new customers to your business

1. Local customers are searching the internet to find local businesses

More than 70%  of local customers use online search engines and directories as their main way to find local business; fewer and fewer people use old paper directories as their preferred source of local information.

2. The number of online searches for local businesses is up 80%

In 2015, the number of ‘local searches’ (i.e. a search that included a location in it) grew by 80%. This was more than double the growth in general search volumes meaning that more & more people are looking for local information & businesses via search engines like Google.

3. Local search marketing is highly targeted & timely

Using local search engines & online directories promotes your business to local customers at exactly the point that they’re looking for your business. There’s no better time to connect with a potential customer then when they really need you.

4. Highest conversion levels of all local advertising channels

Local directory marketing has higher conversion rates than other, traditional advertising options – up to 50% conversion on some directories. That means that you could convert 1 in 2 leads into an actual customer depending on the type of business you run.

5. Mobile internet usage growth

More and more local customers use mobile phones and mobile ‘apps’ to find best local business while they’re out and about. Local SEO covers both PC & mobile internet access meaning you never miss out on a potential customer.

6. Great return on investment

Unlike other advertising (e.g. local papers, leaflets etc…) with local SEO there is little wasted exposure. You reach potential customers when they need you not when they don’t. This makes local SEO both efficient and cost-effective.

7. Only 10% of businesses have claimed their Google Places local listings

Most local businesses haven’t got to grips with online marketing yet. That leaves the door open for you to get a head start before your competitors wise-up and it gets more competitive. Strike while the iron’s hot.

8. Many of the best local SEO opportunities are free (for now!)

It’s free to claim your listing in Google maps (called Google Places) and to list your business in hundreds of online business directories. That’s free promotion for your business, but it may not be free forever.

9. Local newspaper readership is in massive decline, down 60-80%

Fewer & fewer people are reading local newspapers. Recent figures show some local newspapers have lost 80% of their readership in the last 20 years. Why? Because local people are turning to the internet for their local news as well as to find the best local businesses & local deals.

10. More than 70% of local consumers trust online business reviews

Word of mouth is a major factor in the success of local businesses. Get your trusted customers to review your business online and attract hundreds of new customers.

And if you need an 11th reason to grow your business through local online marketing then here’s an ethical reason for choosing local SEO – it’s Green & Eco-friendly

These trends are strong now and they’re only going to get stronger and more significant in the future. Now is the time for you to take advantage of local search engine optimisation and boost your business before your competitors boost theirs.

Search Engine Optimization (SEO)

SEO determines whether your business’ website will be seen by your target customers or not, and Google’s algorithms change every day. Ruby Moon monitors algorithm changes on a daily basis so your business doesn’t get left behind by the latest Google update.


Search Engine Optimization (SEO) describes the tactical and strategic efforts to maximize a website’s placement in search engine results. SEO depends on (among other factors): on-page HTML structure, website architecture, page content and keyword usage, inbound links, and a domain’s collective content.

SEO is consistently a major driver of growth and customer acquisition for ecommerce stores. One survey found SEO to account for approximately 30% of ecommerce site traffic, underlying the massive opportunity for online stores to acquire unpaid traffic.

An often time misunderstood practice, effective SEO involves much more than simply including the right keywords on a page. SEO touches on every part of a website, making a basic understanding of SEO best practices important for everyone who works on the user-facing portion of an online business. In addition the algorithms used by the major search engines are constantly changing and evolving. One day a site can be ranking well and the next day it’s gone off to the 4th page.

Search Engines and Ranking

To understand why SEO best practices are the way they are, it’s important to understand the search engines they’re trying to please. Search engines deploy bots (commonly referred to as “spiders”) that crawl websites and index their content.

Website architecture is a critical component of SEO because it lays the path for search engines to crawl a site’s various pages. If important sections of your website aren’t easy to find, a spider won’t crawl it and assumes it isn’t important.

When web users type a query into the search bar and hit enter, Google instantaneously scans its index and returns what it deems to be the most relevant results. Rankings are determined by search algorithms that take many factors into consideration. Google uses over 200 signals to determine its rankings, and a simple way to categorize these signals is on-page and off-page.

On-Page SEO

On-page SEO comprises most work that’s done to optimize for search engines. Important elements include:

Keywords:  Every page has an objective, and using a primary keyword conveys a page’s purpose to search engines. For example, a product page for KitchenAid blenders should include some variation of the keyword “KitchenAid [model] blender” in the important HTML elements that follow.

Title Tags: The title tag appears in the SERP (search engine results page) and browser tab, and is widely considered among the most important SEO ranking factors. Title tags should include the primary keyword and brand name, usually separated by a pipe, colon, or comma.

Header tags: Most web pages are divided into sections, and header tags are used to label these. The

tag should always include the primary keyword, with following header tags including the keyword where appropriate.

Body content: Pages should contain the primary keyword and have at least 300 words of text. Anything less puts them in danger of falling under Google’s “thin content” penalty, mandated by their algorithms.

Internal Linking: Universal navigation bars ensure that the important sections of your website are always accessible to users and search engines, no matter what page they’re on. It’s also recommended to link to relevant sections of a website when they’re mentioned within the body content.

Pay-Per-Click Advertising (PPC)

Boost your site to the front of the pack with Ruby Moon’s pay-per- click advertising services. We zero in on the keywords that best target your ideal customer, diversify your PPC campaign to reach those customers wherever they may be online, and design landing pages to convert clicks into leads and sales.


Pay Per Click allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering.

Every time an ad is clicked, sending a visitor to your website, you have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if you pay $3 for a click, but the click results in a $300 sale, then you’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted  pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business.

Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. To do it right, get in touch with Ruby Moon, we’ll put together a PPC program that works for your business.

Social Media Marketing

Social media platforms like Facebook aren’t just great ways to engage with existing and potential customers – they’re also great for boosting your website’s search ranking. Ruby Moon will keep your Facebook account active with regular postings to encourage customer engagement and improve SEO, so you can focus on your business.


Social media is becoming an integral part of life online as social websites and applications proliferate. Most traditional online media include social components, such as comment fields for users. In business, social media is used to market products, promote brands, connect to current customers and foster new business.Social media analytics is the practice of gathering data from blogs and social media websites and analyzing that data to make business decisions. The most common use of social media analytics is to mine customer sentiment to support marketing and customer service activities.

Social media marketing (SMM) takes advantage of social networking to help a company increase brand exposure and broaden customer reach. The goal is usually to create content compelling enough that users will share it with their social networks.

One of the key components of SMM is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website. SMO can be done two ways: by adding social media links to content such as RSS feeds and sharing buttons, or by promoting activity through social media via status updates,  tweets, or blog posts.Social CRM (customer relationship marketing) can be a very powerful business tool. For example, establishing a Facebook page allows people who like your brand and the way you conduct business to Like your page, which creates a venue for communication, marketing and networking. Through social media sites, you can follow conversations about your brand for real-time market data and feedback.

From the customer’s perspective, social media makes it easy to tell a company and everyone else about their experiences with that company — whether those experiences are good or bad. The business can also respond very quickly to both positive and negative feedback, attend to customer problems and maintain, regain or rebuild customer confidence.Enterprise social networking allows a company to connect individuals who share similar business interests or activities. Internally, social tools can help employees access information and resources they need to work together effectively and solve business problems. Externally, public social media platforms help an organization stay close to their customers and make it easier to conduct research that they can use to improve business processes and operations.

Marketing Strategy

Ruby Moon will help you define the best overall strategy for your business, to help focus of all your marketing efforts, both online and off. A defined marketing strategy will help keep your business’ marketing efforts on track, provide you with a way to monitor results, and ensure that you get the best results for your money.

Marketing Strategy

In basic terms, a marketing strategy analyzes all aspects of your sales activity and combines it in a way so that all departments know what it going on. Hence, a marketing strategy is the process that allows the organization to focus on available resources and utilize them in the best possible manner to boost sales and gain leverage over competitors.

No marketing strategy can begin without first determining the business goals. These are the long-term objectives of the organization, i.e. where it wants to see itself in, let’s say, the next five years. Of course, there will be business goals for each marketing plan as well.

Another aspect of the marketing strategy is the marketing mix, which can be broken into Product, Pricing, Place, and Promotion.

Putting all of this information together, you should with creating your marketing plan, laying out specifically how plan to achieve the short-term marketing goals (boosting sales, reaching to existing customers etc.) and long-term business objectives (ousting competitors, expansion etc.)

Why Create a Marketing Strategy?

To begin with, marketing strategy helps to create harmony among the organizations.  Organizational efficiency improves as everyone is one the same page. So the product development team goes hand in hand with the advertising department to come with the most relevant marketing message.  Here are three additional benefits of developing marketing strategies:

1. Your Business Becomes More Efficient and Focused

Once your marketing strategy is in place, you know all the necessary details, such as who your target customers are and what price range can you offer. This will help you determine the most effective means of distribution. For instance, if you are catering to a younger demographic, you will have to provide purchase options for mobiles and tablets using services like PayPal and credit cards.  Indeed, providing your customers easy methods of shopping is a great way to boost sales and improve customer loyalty.

2. Establish Brand Image

No business in the world can survive in the long without a solid brand image, and this is yet another aspect where a marketing strategy helps you out. A lot of advertising dollars are wasted when you buy media and place adverts on platforms that do not go in line with your brand image. As you develop a brand image, you will know better than placing ads on every website and radio slot that you can get your hands on.

3. Creating Products and Services That Sell

Marketing is not only about promoting your existing line of products. Marketing is getting to the heart of your clientele and understanding their needs.  And if you think that your existing products are not doing justice to the customer demand, then you have to redesign your offerings. This is the best way to serve your clientele and solidify your status in the market. And with changing technology and economy, you will have to reinvent yourself to stay relevant, and this is where marketing strategies play a major role.

The bottom-line is that a marketing strategy is necessary if you are to sell the right products and services at the right price to the right people with the right promotion and distribution methods.  This also includes market research and analysis of data using tools like PEST (Political, Economic, Social and Technological analysis) and SWOT (strengths, weaknesses, opportunities and threats) analysis.

Marketing Strategies

These are all the essentials that go in a successful marketing strategy. To begin with, you need to be crystal clear on your business objectives, and these should be communicated to all relevant employees and departments. A good marketing strategy is not one where you invest heavily in technology and multimedia (though these are essential components of marketing). Rather, marketing is all about reaching goals.

If the objective is to persuade the client to give you his email address and he doesn’t, then the marketing has failed¸ no matter how expensive or creative it is. This is not to say that marketing isn’t creative and innovative, but what’s the point of being creative if you fail to stick to your goals?

Your goal can be to create a buzz about your product or service (simply letting people know that you are also there in the market), to use this buzz to create sales, or to prompt customers to become evangelists. Of course, no one is stopping your from targeting all three of these goals at once, the best way to tackle marketing is to pursue one, or at most two, marketing goals at a time.

Another thing that you need to remember that marketing has drastically changed in the digital age. Creating advertising campaigns is not enough. Nowadays, your promotion will most likely garner a Google search for your business. Unless you can leverage analytics, SEO, mobile optimization, podcasts, video content, multi-device support, and other related digital apparatus, you will find it hard to stay ahead of competition.

Continuous Improvement Programs

Continuous improvement is based on the idea that even though your business may be doing fine, you never rest on your laurels. Companies and individual employees need to be continually thinking about ways to improve, how to deliver better products and services, targeted to customer needs, and filling those needs quickly, more conveniently and in a manner that benefits your business reputation and bottom line performance. Ruby Moon is a Six Sigma organization specializing in service and process improvements.
Continuos Improvement
Continuous Improvement_image

Traditional Marketing ServicesMany things have changed over the years when it comes to reaching your target audience. That doesn’t mean that the traditional methodologies are no longer useful. At Ruby Moon we believe that a great digital advertising strategy needs to be complimented by a great traditional advertising effort as well.

Creating a presence on TV, Radio, Billboard and print is just as critical as your web presence and digital advertising. Remember that the more brand awareness you create, the more the likelihood of creating leads that turn in to paying clients. Work with Ruby Moon on your marketing plan and we will blend the best of both worlds together to create an unparalleled marketing presence for your business.


  • Television permits you to reach large numbers of people on a national or regional level in a short period of time
  • Independent stations and cable offer new opportunities to pinpoint local audiences
  • Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion
Many businesses find a well-crafted television advertisement gives them an effective way to appeal to their target market. However, the medium can be expensive, since commercials need to run repeatedly to get the best results. Before you rush out to make your ad and book your spots, review the various marketing strategies available to help you produce the most effective, attention-grabbing ad possible.

Set Goals

The first strategy to implement in your television marketing plan is to identify the goals your want the commercials to achieve. For instance, your goal might include announcing a new product to your target market or increasing sales during a specific timeframe. Or you may want to use television commercials to build your brand so potential buyers get a good feeling about your business.

Go Local

If your market consists of people who live or work close to your business location, check with your local television station about running your ads during the two minutes of time per hour that most stations reserve for local advertisers. Start by identifying the programs that appeal to your target market and times at which these programs run. Then negotiate with the station to get the advertising slots you want that fit those programs and times. Offer to sign a long-term contract to get the best rates.

Encourage Action

After you spend 15 to 30 seconds explaining the features and benefits of your product, make a strong call for action to encourage viewers to interact with your company. Provide your website address at the end of your ad to encourage viewers to get more information or download and print a special coupon. Provide a phone number so they can to talk to a salesman. Offering free downloadable applications related to your product or service is another option. Once the viewer downloads the application, your ads run across the top, giving your company more exposure.

Direct Response

You may want more time to sell your products than the average commercial gives you. If so, consider direct response advertising strategies. The commercials include a strong call to action that focuses on asking viewers to call an 800 number and place an order. The ads can run for up to 30 minutes. Direct response strategies are ideal for introducing new products so you can thoroughly explain the problem it solves as well as its features and benefits.


  • Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car.
  • The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consuments most likely to respond to your offer.
  • Gives your business personality through the creation of campaigns using sounds and voices
  • Free creative help is often available
  • Rates can generally be negotiated
  • During the past ten years, radio rates have seen less inflation than those for other media


In a single week, radio reaches more than 228 million Americans. That’s 94 percent of everyone age 12 and older, according to Arbitron . So no matter what types of prospects you want to reach, radio advertising will help you do it. Plus, radio is mobile. Eighty percent of adults listen to radio in their cars, and a quarter of the population also listens while at work.

There’s a lot that’s new in radio. Many stations now stream their programming on the internet and reach additional local and even national audiences. What’s more, if online listeners like what they hear in your streaming radio spot, they’re just one click away from your website.

Radio provides an ideal advertising medium for small businesses, but running an effective campaign takes a bit of know-how. Just follow these four tips for navigating the radio waves.

1. Pinpoint Your Audience.

Every radio buy must begin with a clear understanding of the listeners you want to reach. Write a one-sentence target audience profile based on the demographics of your prospects. This should include their age, gender, where they live and other factors, such as household income. Then share this information with the sales reps from the stations you’re considering. They’ll tell you what percentage of their stations’ listeners match these demographics and at what times of the day or during which programming you’ll reach your best prospects.

There also may be qualitative characteristics of your ideal prospects you should consider when making your radio buy. A restaurant owner, for example, would look for a radio station whose listeners dine out frequently. The radio station sales reps have access to both qualitative and quantitative information concerning their listeners and should be able to give you customized proposals that include schedules with ratings breakdowns. They should also provide signal coverage maps that show precisely where their stations are heard.

2. Know What You’re Buying.

The three most important elements when evaluating proposals are reach, frequency and cost-per-point. Reach is the number of your prospects that’ll hear your marketing message. Frequency isn’t the number of spots you run, but the average number of times your prospects will actually hear your message. Cost-per-point is the basis for evaluating cost effectiveness. CPP is what it’ll cost to reach 1 percent of your target audience population, so it’s the best way to compare the value of competing stations. Buy enough frequency to ensure your message is heard at least several times.

3. Look for Special Sponsorships.

Radio stations are promotional engines, and there are at least two ways you can get on board. First, most stations offer the opportunity to sponsor news, weather reports or other types of regular programming. As a sponsor, you’ll typically get additional mentions, such as with “billboards,” which are announcements of your sponsorship that lead into special programming. Often, sponsorship will guarantee your spots air first in the commercial breaks, or pods, so you’ll reach more listeners before they have a chance to switch stations or tune out during long breaks.

Radio stations also get involved in the community with special events. Look for sponsorship opportunities that include on-air mentions, as well as visibility at the events themselves. And be sure to seek out events that are well attended by your target audience and put your company in the spotlight.

4. Entertain the Audience.

Once you’ve evaluated the proposals from the radio stations and negotiated and finalized your buys, you’ll need effective spots. Since radio spot production is rarely a do-it-yourself job, you’ll most likely work with a local production company, agency or station. But you should understand a few basics to be an effective part of the team and keep them on track.

Great radio spots grab and hold attention, usually through humor. They may also use sounds, compelling music or unusual voices to grab attention. Your spots must tell stories or present situations your target audience can relate to. To keep your audience listening to your spots month after month, make them part of an ongoing campaign theme. Your audience will listen for the newest versions, helping extend your message more successfully than if you were to run unrelated spots. For maximum results, make your call to action–a URL or phone number–easy to remember and tie it in with your company name or message.


  • Allows for better targeting of audience, as you can choose print publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience.
  • High reader involvement means that more attention will be paid to your advertisement
  • Better quality paper permits better color reproduction and full-color ads
  • The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out


As technology continues to develop—and change the way we do business—many have considered print a dead medium and online marketing the wave of the future. Nevertheless, the print industry is far from dead; in fact, print marketing has only continued to grow and evolve alongside the upsurge of new technology.

Direct mail continues to be used heavily, with a 43% share of total local retail advertising. And, according to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.

There are many reasons why print is (and will remain) an effective tool for delivering your message to your audiences.

Variable Printing

Although variable printing is by no means a new process, consumers have been using it with more frequency as advancements in printing technology have lowered the cost. Variable printing allows you to uniquely customize each piece of media by changing certain elements from piece to piece, taking advantage of the power of complex personalization. For example, you could run a mailer campaign and personalize each postcard with the name of the recipient, or create unique coupons with individual serial numbers so that you can track which customers used them. When this technique is used with variable images, for example, you could create a series of assorted business cards, each with a different photo background.

Personalized print media has a more powerful presence than a personalized email, because the audience can recognize that it takes more effort to customize print media than digital. Accordingly, the audience feels special because of what is a personal touch often lacking in traditional print marketing.

QR Codes and NFC

As our smartphone and tablet technologies continue to grow and develop, so too has the interactivity of print media.

It used to be that the only way to advertise your Web presence via print was to include the URL and hope that the audience took the time to type it into a browser. Nowadays, QR codes and NFC technology make it possible for your print media to directly connect customers to your website.

QR codes can be customized with colors and patterns to better integrate into your print marketing designs and to give you the opportunity to add branded elements.

NFC (near-field communication) is a new technology that is not available in all devices, but it is sure to replace QR codes down the line. NFC technology uses a tiny microchip to send a signal directly to your mobile device without the need for scanning. Tap the print media against your mobile device, and the NFC chip will instantly connect you to the website.

These technologies can also be used in more creative ways than simply connecting your audience to a website. They can be used to distribute files, play videos, or activate augmented reality features that encourage your audience to explore and engage, as well as share with others.

Print and Social Media

Social networking has become an integral part of the way entrepreneurs reach their customers, but the idea of networking has been around much longer than Facebook and Twitter. After all, what’s a business card if not a social medium? When you hand a potential customer or business relation a business card, you’re making a social connection with that person and giving them the means to do the same with you.

Social media can also be fully integrated with any print marketing strategy or campaign. In fact, you’d be hard-pressed to find a business card from a serious entrepreneur without his or her Facebook address, Twitter address, or other social networking URL printed on it. (Slightly over half of respondents to a Nielsen survey said they used a social media advertising campaign in conjunction with print media.)

Though some designers unfortunately make tragic mistakes when working with print and social media, the two often share a symbiotic relationship: print media help to draw attention to your social media sites, and your social media profiles can be used to strengthen your print campaign.

By adding customer comments and testimonials from your social networking profiles to your print designs, you can make your print marketing that much more effective.

Print Marketing Is Used Less, so It Stands Out More

Many companies are competing online for their audience’s attention, which can make it hard to stand out in the crowd. However, since online marketing tends to be the focus of most businesses, a void is left in print marketing that is begging to be filled.

Compared with how often and how quickly you check your email, consider the daily ritual of going to the mailbox and checking your postal mail. You set aside a few moments to take the time to look at every piece of mail before going back to whatever it was you were doing before. That means your print materials are likely to receive extra attention—especially if they look unique:

Research from the US Postal Service indicates that most who receive direct mail advertising pay attention to it; households report that they tend to respond to about 1 in 10 pieces of direct mail. An International Communications Research survey found that 73% of consumers actually prefer mail over other advertising methods. And according to Research by Mail Print, 85% of consumers sort and read their snail mail on a daily basis, and 40% try new businesses after receiving direct mail.

No matter how crucial digital marketing becomes, there is still a large audience you can reach through print marketing and direct mail campaigns.

Print Is More Than Just Paper Products

The doomsayers who perpetuate print marketing myths regarding the “death of print” often forget that print media extends well beyond your typical paper products, such as business cards, brochures, and presentation folders. Print media can include promotional drinkware, magnets, stickers, pens, keychains, coasters, or even apparel such as T-shirts and buttons.

These tend to be thought of as gifts, not marketing collateral, so your audience is more likely to hold on to them for longer, helping to build your brand familiarity and create a stronger impression with your audience. In fact, according to the Advertising Specialty Institute, 84% of Americans retain a company’s name when they receive promotional gifts with that company’s logo on it.

If it’s an inanimate object, there’s a good chance it can be emblazoned with your brand’s logo and integrated into your marketing campaign. The items don’t even have to be something that your audience takes home with them to make an impression: You could, for example, use branded napkins and cups at a gala dinner, or display a promotional banner on your podium while giving a presentation.

Least-expensive Cost per Impression

Small businesses need more bang for their buck, which is why a low cost per impression (or CPI) is essential for running an effective marketing campaign—one that can reach the greatest number people at as low a cost as possible.

In fact, according to the Advertising Specialties Study, the most popular promotional items, such as pens, shirts, and caps, have an average CPI of $0.002—lower than the average for online marketing, which tends to be $0.0025 per impression.

A 2010 study by the Direct Marketing Association found that $1.00 spent on print advertising expenditures can generate an average of $12.57 in sales. That high return ratio was found to be universal across all industries: No matter what business you are in, print is still an effective medium for creating sales and generating revenue, especially as premium printing techniques continue to evolve.

Although print marketing can lead to success, it doesn’t guarantee it. You still need to develop an effective print strategy that will put your brand in the spotlight and excite your audience. If you use the same, boring print materials as everyone else, you will have a hard time making your mark.

Get creative, put some real thought and effort into your print marketing collateral, and make use of all the tools and technologies available to you.


Events must be memorable to make an impact. Of course the desired impact depends on your goals, but most companies wants events to be more than just a staged advertisement for their brand. When done well, events have the power to create a lasting and powerful impression of all that your company can deliver. By allowing people to experience and interact with your company, product or service while participating in an event you are connecting


Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. Brands use event marketing entertainment (like shows, contests, or parties) to reach consumers through direct hand-to-hand sampling or interactive displays. The practice works because it engages consumers while they’re in a willing, participatory position. A successful event marketing campaign provides value to attendees beyond information about a product or service. A discount, free sample, charity alignment, or fun event will make customers feel like they are receiving a benefit and not just attending a live-action commercial.

In contrast to traditional advertising, which blasts millions of consumers with the same general television, radio or billboard message, event marketing targets specific individuals or groups at gathering spots, in hopes of making quality individual impressions.

The key to pulling off an effective event marketing campaign is to identify the target audience correctly and create an experience that remains in participants’ memories. By finding an opportunity to interact with the right demographic of people – both current customers and prospective buyers – a brand can build favorable impressions and long-lasting relationships. The best, most creative events create interactions that not only reflect positively on the brand at the time, but generate a buzz long after the event is over.

As long as a business is able to track and identify their target audience, they can find a way to appeal directly to them. For example, if a company sells sporting products, they can market at a sporting event. If they sell technology products, they can offer demonstrations of the latest and greatest technologies at a convention event. In fact, any company that provides a product can give out samples, as long as it isn’t illegal. Even companies whose products aren’t able to be handed out as samples (like pharmaceutical companies or doctors’ offices) can provide interactive experiences to consumers. For example, a company that manufactures a medication for high blood pressure could set up a machine that takes blood pressure readings next to a booth supplying literature on their drug.

Event marketing shouldn’t take the place of traditional or community marketing, but should be a supplemental tactic to both. If a brand’s national commercials feature a well-known mascot, for example, that mascot could make an appearance at an event and pose for photos with attendees.

Event marketing is unique because each event must be approached differently – in this respect, a marketing team doesn’t necessarily need an overarching “plan” for their various events. Instead, it is important to base each individual event marketing tactic upon the brand’s overall marketing plan and how it fits into the personality of the event. By approaching each event as a separate chance to make an impression, a brand can tailor their efforts to best impact each audience. Still, teams must consider three aspects when developing an event marketing plan. First, the company should consider the personality that their brand is trying to convey. A brand like Coca-Cola, who has historically tried to place their product as a harbinger of global peace, happiness, and simple pleasure, made an excellent choice by installing vending machines that dispensed “happiness” along with soft drinks.

Second, company must keep their target audiences in mind. In recent years, grassroots efforts by men’s heath coalitions have popularized “Movember,” a November-long moustache-growing contest to raise awareness of prostate cancer and other cancers affecting men. This initiative would never have taken hold if not for the ironic popularity of moustaches among young men, the audience who could most benefit from men’s cancer awareness.

Third, companies need to consider what lasting impression they wish to leave on their audience. Many people remember the 2005 Sony campaign where the company dropped – and filmed – 250,000 bouncy balls on the streets of San Francisco in order to advertise the color display their new Bravia LCD television was capable of.

Brands can impress event crowds through a variety of creative tactics, not just sheer visual appeal. For example, one tactic that brands use is to create an event within an event. The idea is to create a compelling reason for patrons to stop and explore your brand, not just another booth for them to walk past. At the Sundance film festival, Ray Ban sunglasses put on a truth-or-dare themed campaign, which was fun for participants and also translated into social media shares after the event was over.

Event marketing can also be much more subtle – many companies use QR codes on their posters and branding materials that work to integrate physical and virtual branding. These QR codes can lead users to mobile sites offering discounts and special offers on physical products. Additionally, some companies offer exclusive event benefit coupons to those who ‘like’ them on Facebook.


Since billboard are generally placed along highways and busy streets, you’ll be guarenteed that people will see your advertising. Also, unlike with commercials or magazine ads, you cannot flip the channel or turn the page on a billboard. Therefore, people will notice the billboard whether they like it or not. Another added benefit is that many people travel the same route repeatedly, such as with their commute to work each day. This means that they’ll see you billboard regularly, which makes it more likely to stick in their minds.


Consumers are no longer looking at billboards in the same way they did twenty or thirty years ago. While they may still be considered a premium advertising space, consumers are engrossed in their smart phones, tablets, and gaming systems. Eyes are down, not up, for much of our lives.

However, that doesn’t mean billboard advertising is to be discounted or ignored. Billboards are everywhere, and even though we remember just a handful, they can still have a powerful branding impact.

With outdoor advertising upping the stakes and becoming increasingly more competitive, plus digital advertising becoming the medium of choice, it’s important to know how to make your advertising count. Ready to take the plunge, and do something truly creative? Here are 10 strategies to ensure your billboard has the highest chance of being noticed, and more importantly, remembered.

1: Six Words or Less is Ideal.

Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard. So, around six words is all you should use to get the message across. You can push this to a few more words depending on their length and ease of reading, but as a rule of thumb, less is more here. Concision is tough, but headlines that are small paragraphs will not get read. And that means, if you have a complex brand, product or service, you should stay away from billboards completely.

2: Get Noticed, But Don’t Be a Huge Distraction.

Most of the time, billboards are aimed at drivers, bikers, cyclists or pedestrians (which is why you have just a few seconds to get a message across). This causes an interesting dilemma for the advertiser; you want to get noticed, but you don’t want to be responsible for major, or even minor, accidents.

The iconic “Hello Boys” Wonderbra ads were guilty of this. Drivers were so fascinated by Eva Herzigova’s cleavage that they were crashing into poles, medians and even each other. So, while being distracting is paramount in many mediums, it’s a fine balance with the billboard.

3: This is Not the Place for Direct Response.

There are some truly awful billboards covered in phone numbers and website addresses. And without a doubt, 99.9% of the people who actually read the billboard will not call or visit the website. A billboard is a secondary advertising medium, which means that it’s ideal for brand-building and supporting a campaign, but it just cannot do the heavy lifting. If you want a more intimate conversation with your target audience, use print advertising, television, radio, flyers, websites and direct mail. Billboards are the wrong medium for anything other than a quick message. However, if your website or phone number IS the headline, and makes sense, then you have an exception to the rule.

4: Be Smart, But Not Too Clever.

A boring billboard will be ignored. A smart billboard will grab the attention and leave a lasting impression. A billboard that’s trying to be too clever, well, it will get lost on the audience.

As a rule, you don’t want billboards to make people scratch their heads and wonder what is going on. Complex visual metaphors are no good here. They say advertising should be like a puzzle to solve, it gives the audience a sense of fulfillment to know they figured it out. But billboards should be much simpler than that. Be smart, have fun, but don’t give people puzzles that Einstein would have trouble solving. You’re in the business of advertising, not showing off how clever you are.

5: The More Billboards, The Better.

One billboard is not cheap. But it’s also not very effective either. Billboards are a mass market medium, but they need support.

So, you want more than one, and you want as many eyes on them as possible. Every billboard has a rating, called Gross Ratings Points (GRP). It’s based on traffic, visibility, location, size and so on. This rating gives you a showing score between 1 and 100. If it’s 50, it means that at least 50% of the population in the area would see one of your boards at least once a day. If you have only one board, your impact chances are obviously less than if you have four or five. You really want a 100 showing, but that’s not going to be cheap. You can expect to pay tens of thousands of dollars for a 50 showing for one month. In a major area like New York, the price shoots up.

6: Don’t Say It, Show It.

Get creative with your billboard ideas. A flat billboard is the standard, but it doesn’t have to be the norm. You can go 3D, have moving parts, have people interacting with it and even have your billboard animate. There is no reason that it just has to be a large, simple print ad. This is your opportunity to do something eye-catching and memorable, so go for it. The upside to this is it can create additional press, for free. A prime example of that is this simulated crash billboard that got major coverage from multiple news stations. The price of the 3D board was a little more than the cost of regular artwork, but it paid for itself many times over with hundreds of thousands of PR impressions.

7: Avoid Repetition of Any Kind

You have some premium space to work with here. It costs a lot of money to put a billboard up, and keep it up, so use every inch of the space wisely. If you are using a headline that explains your visual, you’re wasting words. If your imagery is dull, or doesn’t relate to the product, you are squandering your opportunity. As so many great copywriters and art directors will tell you, concision is everything.

8: Keep It Simple, Stupid

A billboard is a quick read. Most of the time, you see it as you drive past it at 55mph in your car, so it needs to get the message across in the most effective way. This is not the place for art directors to experiment with complex layouts, or for copywriters to wax poetic. The billboard is a punch in the face, and the simpler it is, the more powerful that punch.

9: Be Wary of Logo Size

One of the most parroted pieces of client feedback ever given in advertising is “make the logo bigger.” The reason for that is easy to understand. The client is paying a lot of money to advertise his or her brand, and wants the consumers to walk away with that brand planted firmly in their heads. However, there is a balancing act that has to be played. Too big, it’s horsey and distracts from the message. Too small, it’s a clever ad for a brand no one connects with. Saying that, sometimes not showing the logo can be a powerful piece of branding in itself. Chivas Regal whiskey once produced ads without labels or logos, because those in the know, know. That’s a great exception to the rule.

10: Do The “Arm’s Length” Test

So, you have followed all of the rules above. You’ve designed yourself one fantastic billboard. It’s clean, it’s concise, it’s got contrasting colors, it’s interesting, and it will work. But will it be seen? Will it be read, and understood? Here’s a quick test to ensure you are not wasting everyone’s time and money. Print out your billboard to the size of a business card. Now, hold it out at arm’s length. Are you still getting everything you were when it was displayed on your 27″ monitor? If not, go in and refine it. This needs to pop. And remember, you have about 5-10 seconds to get your message across. Go.

Direct Mail

  • Your advertising message is targeted to those most likely to buy your product or service.
  • Marketing message can be personalized, thus helping increase positive response.
  • Your message can be as long as is necessary to fully tell your story.
  • Effectiveness of response to the campaign can be easily measured.
  • You have total control over the presentation of your advertising message.
  • Your ad campaign is hidden from your competitors until it’s too late for the to react
  • Active involvement – the act

Direct Mail

What is Direct Mail Marketing?

Direct marketing is a perfect opportunity to get your company’s name in the hands of customers who want to hear about your latest products, services, and coupons.

1. Understanding Your Target Customers

Knowing about your best customers is a key factor in targeted direct marketing. Knowing the customers’ basic demographics, such as males 18 to 34 or females with children, is a start. However, a more complete understanding of your customer’s profile like their shopping and purchasing behavior in other categories; their attitudes toward trends, products, marketing and media; or their lifestyle habits can help you become even more effective in both your lead selection and the messages you’ll use in communicating with the leads.

2. Target Your Ideal Customer

Once you understand your customers you can use this information to build a targeted list of potential new leads. Targeted direct mailing lists can be expensive, but they’re likely to result in the best response rate and generate future loyal customers.

The old formula for direct marketing success was mass marketing: “Mail to as many people as you can; someone has to be interested.” However, paper and postage costs are always increasing, and with so much mail ending up in the trash, businesses have changed their way of thinking. Why waste money mailing to everyone when everyone is not a potential customer? You need to target the leads who will buy. That is the difference between mass marketing and target marketing. Targeted mailing lists pinpoint your best leads. There is less waste and a higher percentage of prospects responding to your mailing.

3. Pick a Mailing List Type

It’s practically impossible to overstate the importance of direct mailing lists to the success of your direct mail program. The correct mailing list will contain your most valuable prospects. The more careful you are in analyzing and selecting direct mailing lists, the better your chances for success. There are several different categories of mailing lists available on the market today ranging in cost and appropriateness for your market. When you are considering what type of mailing list to buy consider the following three types:

Specialty List – allows you to identify your target audience
Custom Mailing List – allows you to select the customer criteria that meets your needs
Cloned List – allows you to find customers similar to your best current customers

4. Create a Mailing

Once you have a mailing list it is time to create your direct mail message. The direct mail piece you create delivers your message. The piece represents who and what you are. Make it consistent with what you’re selling. If you are offering a high-quality professional service, your direct mail piece needs to reflect that quality.

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