 What
is Directory Advertising?
Directory Advertising (also known as Directional
Advertising) is where the seller advertises
directly to buyers who are actively looking
to purchase a product or is researching to
purchase a product. When you are performing
a Google search for a plumber
or
electrician,
you are a buyer searching for a seller. Google's
Search Results List is a list of links directing
the buyer to the seller.
Helicopter Links
is a pre-made Google search engine, if you
will. Instead of
the internet user having to search for helicopter
manufacturers using a search engine and scrolling
through all the links through pages and pages
of internet search results, the user will simply
use Helicopter Links and
see
all
the
helicopter
manufacturers
on one web page. Helicopter Links makes it
extremely easy for the user to find all helicopter
manufacturers around the world.
Directory advertising
is where the customer is doing all the work
to find your company and wants to look at your
ads. This is the big advantage of directory
advertising, the customer has a buying need
and is looking to purchase items or services
from your company. Helicopter Links connects
buyers to
sellers—online. And Directory Advertising
is generally less expensive than Creative Advertising.
 Creative Advertising
Creative Advertising is where the seller is
searching for a buyer. It is called the shot
gun approach and is very expensive. Magazines,
newspapers and billboards are
all examples of Creative Advertising.
It's called the shot gun approach because
people are reading a magazine for the articles
and are not reading the magazine just to
see the ads.
Imagine a
person
who read through a magazine, then puts
the magazine down for a week or two or more,
and then
thinks, I need to purchase that product.
- Will the buyer think, "What magazine
was that ad in?"
- Will the buyer remember
what magazine the ad is in?
- Will the
buyer
flip
through all the pages of that magazine
to try to find the ad?
With the scenarios above, the
buyer might do the above but probably
not. Creative Advertising works
best
in a magazine, for
example, when a buyer happens to
need to buy
a product while
at the same time reading
a magazine's
articles. Directory Users
Directory advertising helps buyers find your
company who don't know your company, who
have heard of your
company, are
former customers and even helps current customers—find
your company. Advertising with Helicopter Links
is also similar to your company being at a
helicopter trade show 24/7, 365 days per year
but at a much less expensive cost than exhibiting
at a helicopter trade show.
Also,
advertising
on a directory backs up all your
company's advertising and
marketing
efforts. A buyer might have seen your
website, seen your magazine advertisements,
have visited your trade show
booth, have seen one
of your flyers or have on of your
business cards. Then six months later, the
buyer is
visiting
Helicopter
Links and they recognize your logo
on your banner ad and then
easily contact your company.
Helicopter Links has
reasonable advertising rates but our advertising
rates are not dirt cheap.
Our advertising
rates are not as expensive as advertising in
a helicopter magazine or being at a helicopter
trade show. Please email us for a quote and
we will
provide
some pricing.
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Creative
Advertising (Magazines, Newspapers, TV and
more.)
Creative advertising
includes magazines, trade shows, flyers, direct
mail, social media, YouTube, blogs,
newspapers, TV, radio and billboards. People
reading magazines, newspapers, watching TV
or using the internet are not there to look
at the advertising which is why creative
advertising needs a large audience for
their advertising to be effective, only a small
percentage of their readership needs the advertising.
Directory (Or
Directional Advertising) (Helicopter Links,
Search Engines and the former Yellow Pages)
Helicopter Links is
an online directory
of helicopter manufacturers and trade shows.
This is directory
advertising. People visit Helicopter
Links are directing themselves to the appropriate
web page to find helicopter manufacturers
and other helicopter related organizations. Directional
advertising does not need a large audience
for advertising to be effective because our
visitors want to look at advertisements. |
| Example
1 - Comparing Helicopter Links pricing
to Google's pricing.
Around 2014 or so, a marketing person from
a multi-billion dollar helicopter manufacturer
told me our pricing should be the same as Google
Ads (pay per click) and refused to advertise
with us. Of course, this line of thinking was
so outrageously wrong that I have no words for
this error in thinking.
What the marketing person failed to realize is this:
- Google is an American multinational technology
company.
- Google
had over a billion customers in 2014. (In
2023, its estimated
Google has over 4.5 billion customers.)
- Google had over 53,000
of employees in 2014. (As of 2021, Google
has over 135,000 employees.)
- Google's revenue was over $66 billion USD
in 2014. (I believe that Google's revenue
was over $282 billion USD in
2022.)
- Helicopter Links is an American based and
a very small sole proprietor business.
- Helicopter Links is also a very
informative helicopter
industry specific and easy-to-use website.
- Claiming that Google's pay-per-click pricing
should equal Helicopter Links pricing
shows the lack of ability to assess a valuable
marketing opportunity and throwing it away
due to trying to compare a multi-billion
dollar corporation with a very small sole
proprietor business.
 Quoting Google's Wikipedia
web page: "Google LLC
is an American multinational technology company
focusing on artificial intelligence, online
advertising, search engine technology, cloud
computing, computer software, quantum computing,
e-commerce, and consumer electronics. It has
been referred to as 'the most powerful company
in the world' and one of the world's most valuable
brands due to its market dominance, data collection
and technological advantages in the area of
artificial intelligence."
It is mind boggling to think
a marketing person of a multi-billion dollar
helicopter manufacturer convinced
their
boss not to advertise with Helicopter Links
because this person equated Helicopter
Links (a sole proprietorship and a very small
business) to Google (a multi-national multi-billion
technology company).
Making the invalid claim
that Helicopter Links pricing should even
be even close to Google's pricing shows a failed
reasoning of the marketing professional. Truth
is much stranger
than fiction.
Take an example that
anyone can easily assess.
If you
compare the cost of a company being at helicopter
trade show and compared this cost to Google
Ad click
rates,
would
you pretend
that
this is a fair comparison? Of course not. But
let's say you want to seriously make this comparison.
Example:
- Let's say a major helicopter manufacturer
spends one million dollars (USD) at one trade
show.
- Expenses would include the booth space,
the cost of making a custom booth with offices,
give-aways, employee expenses (travel, food,
lodging), catering during the convention,
transporting
helicopters
to
the trade show, advertising that you'll
be at
the trade show and all other expenses.
- Let's
say
the trade show has about 18,000 people
attending.
- That breaks down to $55.00 USD per person
attending the trade show.
- Remember, not all
attendees will visit that helicopter manufacturers
trade show booth!
- Would you say that the cost of attending
a trade show is too much money because that
would be $55.00 USD per click and does not
equate to 5 cents per click that Google
Ads charges?
- If you made that analogy, people would
think you were quite mad. Correct?
Yet, some people make this false
analogy about Helicopter Links pricing!
- Unfortunately, some marketing people actually
believe that Helicopter Links pricing should
equal Google's pay-per-click pricing?
- How can this be a valid claim? It can't.
- Google is advertising to billions of people
on a daily basis.
- Helicopter Links doesn't
even come close to this type of internet
traffic.
- Google is a multi-billion international
technology company with over 135,000 employees,
has over 4.3 billions of customers (according
to one website) and its revenue is over $282
billion USD.
- Helicopter Links is a small but very useful
business to people worldwide in the helicopter
industry.
- Helicopter Links website is similar
to being at a worldwide
trade
show
that is
open 24 hours a day, 365 days per year
and we know the helicopter industry is
a small portion of the aviation industry.
- Many people cannot afford to attend a helicopter
trade show and the beautiful thing about
Helicopter Links, is
as long as you have an internet connection,
there is no entrance
fee to using Helicopter Links website.
- Our
prices are extremely affordable!
- We charge
one price for one full year of advertising.
Remember, magazines can have very high monthly
rates or a high per issue rate.
- We offer one
full year of worldwide advertising for
one full year.
Apparently this marketing professional
(really?) couldn't understand that Helicopter
Links's pricing should never be
compared to Google's advertising pricing -
ever. What's the point here? This proves there
are
a certain percentage of marketing people that
really don't know the realities and advantages
of advertising online with a helicopter specific
website versus
advertising using Google ads.
Last point? Please
realize there is plenty of value of advertising
on Helicopter Links because you
are advertising directly to buyers 7 days a
week, 24 hours a day and for
365 days
a year
to a
helicopter specific worldwide
audience.
Example 2 - Employees
were afraid to add a new advertising vendor
for fear of losing their marketing job.
We've also had advertising agencies
tell us that they've recommend to multi-billion
helicopter manufacturers to advertise with
Helicopter
Links. We know this because the ad agencies
told us.
The advertising
agencies looked at our Google Analytics web
statistics and knew that Helicopter Links was
a good place
for
helicopter manufacturer's to advertise
on a world-wide scale.
With one helicopter manufacturer,
we found out they did
not advertise with
us due to
their marketing
employees being afraid to purchase advertising
with a new vendor. That is, the employees didn't
want to look bad a year later (after purchasing
advertising from a new vendor), if their boss
and/or business colleagues didn't think
they got enough "hits" on their banner
ads.
Everyone knew at this company
that their marketing jobs would be secure
if they simply
renewed their advertising with the magazines
they've been advertising with for the last
30 or 40 years. Even if the magazines were
not producing as they used to. The advertising
agency told us they said to the helicopter
manufacturer, that if you just added one new
advertising vendor, that they would recommend
to advertise with Helicopter Links.
But again,
the ad agency said the helicopter manufacturer's
employees were extremely scared of losing their
jobs
over
a perceived
bad decision by their colleagues or boss,
by advertising with Helicopter Links. Again,
truth
is much
stranger than fiction.
Over Expectations Versus
Well Performing Advertising
Over expectations
about any online advertising company is bad
thinking
and does lead to bad
advertising buying (or non-buying) decisions.
Over expectations on online advertising also
leads to a false analysis of how well (or more
specifically, how badly) the advertising performed.
If a marketing person thinks
that Helicopter Links online advertising did
not perform as
they expected, what they fail to realize
is that the online advertising did perform
very
well because however many hits
your ads got, are how many people are searching
for your company's products and service online,
around the world.
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