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Table of Contents

Lead Story

Growth by acquisition

News

Industry Update

Visa says Durbin impact 'manageable'

TCF appeal denied

$100 million for Square means change for low-end payments

Cyber security update

Features

An interview with Paul Martaus

Ken Musante
Eureka Payments LLC

Research Rundown

Meet The Expert: Adam Atlas

The accidental advertisement

Selling Prepaid

Prepaid in brief

Law center faults UC card programs

A primer on prepaid's basics

Views

The unbanked: Banks are ceding billions in potential revenues

Patti Murphy
ProScribes Inc.

Mobile payments follow many new paths

Brandes Elitch
CrossCheck Inc.

Education

Street SmartsSM:
Networking groups and referral marketing - Part II

Bill Pirtle
MPCT Publishing Co.

The adaptability of POS terminals

Dale S. Laszig
Castles Technology Co. Ltd.

HIPAA compliance fundamentals for ISOs

Mark Brady and Ross Federgreen
CSRSI, The Payment Advisors

Michaels breach reveals gray areas

Nicholas Cucci
Network Merchants Inc.

Company Profile

Creative Vision Studio LLC

Network Merchants Inc.

New Products

A processor-agnostic payment gateway

PayCommerce gateway platform
PayCommerce Inc.

Inspiration

Breaking up is hard to do

Departments

10 Years ago in
The Green Sheet

Forum

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

July 25, 2011  •  Issue 11:07:02

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The accidental advertisement

You've seen a penny on the ground and picked it up, haven't you? You weren't looking for it, but you found it anyway. The same is true for advertising. Often by sheer coincidence, a vendor stumbles upon your ad on a website or in a magazine and contacts you, leading to a sale. You can increase that happenstance by diversifying your marketing efforts, budget permitting.

Be sure to target places where you have the greatest chance of reaching people who are likely to be interested in your products and services. Having a print ad along with a presence on Facebook, for example, may increase your chances of enjoying those serendipitous encounters with potential customers. Print, web, mobile, in-store, social media - the profusion of opportunities to enhance the odds of attracting those chance encounters seems boundless today. How many of the categories listed in the sidebar are you advertising in?

When web surfers land on a particular website, the first thing they often do is read the information presented there, rather than immediately click on a banner or skyscraper ad. However, when readers receive The Green Sheet's print edition in the mail, for example, they typically flip through the magazine, looking at the ads, before diving into the articles.

The differing ways customers come to advertising demonstrate that advertising is not a one-size-fits-all enterprise. By diversifying your campaigns, you have a better chance of reaching new audiences, enjoying lower cost-per-conversion rates and ultimately getting more out of every advertising dollar.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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