Advertising on a budget -- Using print to drive traffic online (Part 1)
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I decided to try something a little different and illustrate the marketing challenges of a small business.I'm using one of my clients, PrescottWeddings.com.
PWC is an online resource guide for couples planning their weddings. Along with a ton of information for brides and grooms, the site includes a resource guide where local businesses can advertise their products and services.
We launched PWC in November 2001. Like many start-up businesses, PWC didn't have much money for marketing. Yet we had two major challenges (three counting the limited budget):
1. PWC had to attract two kinds of target markets to the site -- advertisers and couples -- essentially at the same time. And if that wasn't bad enough, we had to appeal to each group even though one was dependent on the other -- advertisers wanted brides and grooms logging onto the site, and brides and grooms wanted a complete resource center.
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