Digital advertising is everywhere and all businesses should have a website. But Florida businesses still have use print advertising to reach audiences who are NOT online, not using the Internet to buy a product or service.
Why? Because there are tourists, investors and retirees who have different user habits for the media that you create.
Here are target audiences who need print advertising in Florida:
1. Retirees: There are millions of retirees in Florida who like to read and who have time to read and review print advertising of all kinds: postcards, direct mail, magazines, newspapers, tabloid style home mailers, coupon books, fliers, restaurant magazines. Yes they’re online en masse but all receive and look forward to mail.
2. Tourists: Florida is a vacation destination. When traveling, Internet, Wi-Fi, phones are not always available. Many tourists turn off their phones. They make snap decisions based on their mood, the weather, where they are, what they have and have not planned. They’re influenced by ease of access to information, deals, specials, promotions and things that introduce them to the state. Fliers, post cards, rack cards (at hotels, airports, car rental venues), outdoor, POS, park benches, mobile outdoor.
3. Real Estate Investors: There are a myriad of vacation and second homes, rentals, and residences in Florida. Florida’s foreclosure disaster is an investor’s dream and they’re in Florida visiting properties. If you want to reach this consumer you’d better be in the real estate magazines, books, post cards, fliers, outdoor. Many are influenced by what’s in front of them when they find a city that they’ve vacationed in, traveled to for work, visited for business. Look at the Investor and remember that an Investor is also a Tourist who uses the airport, hotels and rental cars, restaurants, grocery stores as well.
Is your target audience for your product or service within any of the three target audiences mentioned? Then you should be doing print advertising for your service or business. If you’re relying solely on one kind of advertising to reach your clientele, you’re missing the mark.
Find out what kind of advertising and marketing mix you need to create to reach your clients through a consultation with The Marketing Square. We design production-ready print and have an array of recommended vendors.
The Marketing Square has proven web results and we tell all clients that a good strategy should include offline advertising to reach their target through a range of media.