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August 16, 2017

How Can People Find Your Company If You Are Not Advertising?

By Mike Hampson, owner, Helicopter Links.

(San Diego, California, USA): Most business people will agree that it's good to have a base of customers and to do everything possible to to keep that base of customers. Why is this? Because gaining new customers is typically a much more difficult task.

Remember, you'll never retain all your customers because companies will decide to use a new vendor and companies will eventually go out of business.

The question is, if your company is not actively seeking new customers, then how can new customers who don't know about your company, find your company?

The answer is advertising. In the helicopter industry, there are helicopter manufactures selling helicopters, helicopter operators, parts companies (selling new and used) and service companies. In my opinion, there are several things which quickly come to mind about the helicopter industry.

  • There is not a worldwide printed yellow pages that serves the helicopter industry. It would be nice but it would be extremely costly to mail out such a yellow page book to every helicopter related company in the world.
  • People and companies who need to purchase a new helicopter (civilian and military) have the option to buy direct from a helicopter manufacture or a third party and or lease a helicopter. Those who want to see helicopters up close and talk to the major helicopter manufacturers, in a shortest period of time possible, they can attend a helicopter trade show.
  • Companies (such as contractors, pipeline companies, utility companies, construction companies, firefighting/agricultural government entities) searching for helicopter operators tend not to have subscriptions to helicopter magazines or attend helicopter trade shows.
  • People needing helicopter parts and services can find companies advertising in helicopter magazines and at helicopter trade shows. However, when a buyer is in their office and needs to find a new parts supplier, they probably go online to find a vendor.

There are two types of advertising: Creative Advertising and Directory Advertising.

What Is Creative Advertising? Creative Advertising is the seller searching for buyer. Anything that is not Directory Advertising, is Creative Advertising. It's the shot gun approach.

Examples: Newspapers, TV, radio, magazines, billboards, transit advertising, trade shows, trade show give-aways, flyers, mailers, business cards, websites, social media, email blasts, coupons and etc., are all Creative Advertising.

  • When companies use Creative Advertising, they are advertising to people who might have no need for your product at the time they are looking at your ads.
  • Creative Advertising is typically regional in nature.
  • Creative Advertising is generally more expensive than Directory Advertising.
  • Take for example magazines. When a buyer is in need of a product, there is little chance that the buyer will know where a seller's ad is in a stack of magazines. (Unless they buyer cuts them out and puts them in some sort of filing system!)

What is Directory Advertising? Directory Advertising (also known as Directional Advertising) is any printed directory book or website which lists companies by category (or name) and are alphabetized. People who use directories are buyers in the buying process, searching for sellers. Some examples of printed Directory Advertising are: The yellow pages, a small town independent yellow pages, a small tourist directory in a vacation area, and/or a company directory with employee and department names.

  • Buyers use directory because they are in the buying process, and typically want to look at the advertising. Why? Because they are searching for the right product or service. They are looking for a seller.
  • Banner advertising also alerts the buyer that the seller wants to earn their business.
  • A website directory not only reaches to a local audience but also reaches to a regional, national, international audience. And while some businesses only sell mostly regionally or nationally, the beauty of a Directional Advertising on a website, is that it helps buyers no matter where they are located, to find the right seller.
  • A buyer might be just down the street or in the next city but would have never found the right seller if it hadn't been for a directory!
  • Directory Advertising is typically less expensive than Creative Advertising.

The best approach to advertising for any company is to use both Creative Advertising and Directory Advertising. While Creative Advertising is usually expensive, a business can typically afford to send out at least some mailers to companies they'd like to do business with, participate in a trade show, have a website and print business cards. The unique feature of advertising with Helicopter Links is that is is Directory Advertising, rounds out your marketing tool kit and it's affordability.

While a trade show might cost a smaller company around $10,000.00 USD to $20,000.00 USD or more, for three (3) days only (including air fare, hotels, transportation, shipping, the cost of the booth, food, trade show give-aways, labor hours to plan, etc.), the price of advertising for a small to medium sized business on Helicopter Links website would typically be in the $2,000.00 USD to $5,000.00 USD per year range. That price lasts for a full 365 days! (Pricing on Helicopter Links can be as low as $552.00 per year but only when advertising on one web page.)

Here's are some advantages for companies who advertise on Helicopter Links website.

  • Over 80% of our visitors are buyers searching for sellers.
  • When people visit our website, our visitors want to look at the advertising.
  • Advertising on Helicopter Links helps your company gain new customers, get back old customers and will remind current customers of your business.
  • Our visitors are from inside and outside the helicopter industry. Those outside the helicopter industry are contractors, construction companies, demolition companies, government agencies, pipeline companies, utility companies, oil companies, private citizens and more, looking to purchase the services from helicopter operators.
  • Visitors to Helicopter Links will never see restaurant ads, plumbing ads, off-beat ads, offensive advertising or any other type of non-helicopter banner ads on our website. This stops confusion and/or frustration for the visitor.
  • The only banner ads allowed to be placed on Helicopter Links website are from companies which serve the helicopter industry. Our visitors will feel comfortable when visiting Helicopter Links because our visitors came to find sellers in the helicopter industry, in the first place, and all banner ads on Helicopter Links are helicopter related and therefore, our visitors will be more prone to read and click-on the banner ads .
  • Helicopter Links is also a website which can be safely used throughout the day in normally quiet offices. There is no music playing, no videos automatically playing, no non-helicopter ads, no offensive banner ads and there are no pop-ups asking people to join a mailing list or any other such nonsense.
  • Our clients also have the option to have several sales-only posts each month on Helicopter Links Facebook and Twitter pages. We will also post relevant articles about your company and press releases for your company, if you choose to use this free service.
  • We also offer to make the banner ads for your company, at no charge.

I hope this article helps you see the advantages on advertising with Helicopter Links website. Our goal with Helicopter Links, is to discuss with business owners in the helicopter industry about the most important parts of the business where they want to advertise, explain our advertising options and our prices. Business owners can then make an informed decision about adverting with Helicopter Links.

Please feel free to give us a call +1 (858) 413-7074 or email us at staff@helicopterlinks.com and let's discuss how Helicopter Links can help you advertise to buyers in the helicopter industry who are in the buying process.

-End article.


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