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Date February 10, 2015 - Helicoper Links Advertising Tips

Creative VS Directory Advertising

By Mike Hampson, owner, Helicopter Links

(San Diego, California, USA): For many companies, advertising is now part of an integrated marketing communications plan. According to Wikipedia, "Integrated Marketing Communication is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other."1

Branding, marketing and advertising includes such things, but is not limited to having a good logo (which includes the colors of your business and a consistent style for all publications), knowing your market, press releases (to AP standards), having a website (responsive), printed material, appearing at industry trade shows, using social media (such as Facebook, Twitter, YouTube, Instagram, LinkedIn, etc.), advertising in trade publications, .

If you are a medium or large corporation and don’t employee people such as graphic designers, web designers, professional writers and social media personnel as part of your marketing communications team, the question that must be bluntly asked is this: "Why are you so out of touch?" When it comes to a small business, if you can afford to employee the list of talented people above, your small business is doing better than most!

However, focusing on advertising, we find there are two types of advertising: Creative and Directional.

What is Creative Advertising?
Creative Advertising includes media outlets such as magazines, newspapers, direct mail, e-newsletters, social media, billboards, radio, TV and online affiliate marketing (For example, Google Ads, Commission Junction, etc.). Take for example, newspapers, magazines, radio, TV and their internet sites—they offer subject matter to read, hear or watch and then mix they their content with advertising. Creative Advertising typically relies on millions of customers for this advertising to be successful.

What is Directional Advertising?
Directional Advertising is where buyers are doing the work to find sellers. Remembering back before the internet and when many people used the printed yellow pages, people turned to the plumbing section because their water heater just broke and water is pouring out. They need the services of a plumber right now. A buyer is ready to purchase. Directories are extremely useful to buyers.

Directional Advertising has fewer customers than Creative Advertising because buyers are now at the point of wanting to contact a seller. Ready to buy, buyers, use Directional Advertising.

Creative Advertising and Directional Advertising compliment each other.
For example, people see an ad in a magazine. Three months later, when the buyer needs to buy a product or service, the buyer might not remember the name of the company and therefore searches a directory. The buyer sees the same ad in the directory and then contacts the seller.

If the seller asks the buyer, how they found the seller, the buyer might say they visited the seller's trade show booth earlier in the year. Using the example just above, that's not the complete story. The ads in the magazines and in the directory get no credit for helping the buyer remember the business name and logo. Using a magazine and a directory was part of the entire process of the buyer connecting to the seller.

Helicopter Links is Directional Advertising.
The advantage of advertising on Helicopter Links, is our visitors want to look at banner ads. There are less people using our online directory versus industry magazines; however, our visitors want to contact sellers.

Is Helicopter Links useful to buyers in the helicopter industry? I'll let our users answer this question. In 2014, we had over 97,000 visitors and had over 107,000 clicks on the company links listed on our website. In the internet age, people like convenience. Which is why Helicopter Links is a useful website, many people use our website to contact companies, organizations and related services in the helicopter industry.

Advantages of Directory Advertising

Money is well spent on directory advertising because buyers are in the buying process when using directories searching for sellers. Buyers in the buying mode want to look at your advertising. Well place advertising helps new customers, current customers and former customers find your company who are trying to find your company.

End article.


1) Integrated marketing communications - Wikipedia: en.wikipedia.org/wiki/Integrated_marketing_communications

About Helicopter Links:

Helicopter Links is an online directory which lists helicopter manufacturers, operators, suppliers, services, magazines, helicopter trade shows, air shows and conferences, museums, associations and more. We also offer one free link to any helicopter related business in the world and are media partners with at least 18 helicopter trade shows and associations around the world. Our Free Listing Offers are here: Free Listing Offers.

Helicopter Links had over 91,000 visitors from around the world, in 2014 with over 107,000 clicks on the company links listed on our website. Our website is free to use by anyone and we also have nice advertising opportunities for any company looking to advertiser directly to buyers in the helicopter industry. Please contact us to find out about our affordable advertising opportunities.

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HelicopterLinks.com is a worldwide directory of helicopter information. Please see the Site Map for all helicopter categories.


Free Listing Offers:

  • One free listing is offered to all helicopter companies, manufacturers, suppliers and services on our website.
  • Multiple free listings are offered to every (non-profit and for-profit) helicopter trade show, air show, conference, event, competitions, competition team and display team on our helicopter trade show web page.
  • One free listing and a media partnership is offered to all helicopter associations and organizations.
  • Free listings for turbine OEM helicopter manufacturers on our home page. Restrictions apply.

For more details, please see our Free Listing Offers web page.

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