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Advertising options for a small business
Q: In your opinion, what is the best media to use to advertise a small computer software firm in upstate New York. And secondly, does direct mailing produce significant results to justify the cost?
A: Your best bets are probably going to be small local newspapers. If you're in a small town, put display ads in your weekly newspaper. In larger cities, look for neighborhood and specialty papers that offer lower rates to reach targeted audiences.
If you also want to sell software nationally, place ads in the back of computer magazines and build a presence on the Web (you'll probably want to do this to support your local business, too).
Direct mail can work well, but response rates will be low. A one percent response rate is considered quite good. Postcards are cheaper than first class letters and often provide better results. There are several firms that will let you design great looking color postcards online.
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