If you were around 30 or 40 years ago you probably remember CKCO TV, the Kitchener Record (does it still exist?), numerous local radio stations — all with local personalities, local writers, and local producers and active, relevant programming, at least part of the time.
If you were a local business operator you often turned to one or more of these different media for promotional opportunities. Those options weren’t always cheap, but they were often the best way to get your message out to the local K-W-Cambridge community.
The reasons are complicated but things have drastically changed. A big reason is the rapid development of the internet and social media. Can you believe that virtually all of these things – including personal cell phones – let’s not forget that – barely existed. Go back another few years to the 1980s and it was a completely different media universe. That’s right: flip phones.
Media Consolidation
Of course other things have happened too. A big one is the consolidation of media with the accompanying removal of professional staff – writers, reporters, photographers, technical production staff, on-air people, etc., etc. Gone. All of them replaced by a small group of people in Toronto.
What you get in mid-level places like KW is a few local stories folded into a generic Toronto, New York, or Los Angeles product. Good luck finding ways to promote in this new media.
The obvious question is how is a small local business supposed to promote itself.
You’re probably going to tell me that the obvious answer is “social media”. Facebook, Instagram, Youtube, etc., etc. And of course you should build a great website and try to exploit the power of Google and other search engines to “drive traffic to your site”.
But anyone who has tried it knows that this can be ridiculously challenging, confusing, and time consuming. And there is absolutely no guarantee it will work for you.
Get Listed in Waterloo Region
At Cross Town Promotions we’re working on a little (partial) solution. We are in the process of creating a local business directory called “Get Listed in Waterloo Region”.
Yes, I know this sounds pretty insignificant. But wait. Hear me out.
A listing in GLWR offers several very concrete advantages.
First, it lets you promote a general message about your company, along with a specific offer to attract immediate attention. The offer (discount, giveaway, coupon, etc.) is an important part of the listing. It gives casual web visitors a reason to look at your listing, to click on your link, and learn more about your special offer.
Second, it gives your company visibility. If someone goes to the directory looking for restaurants, yours will show up, along with your special offer. If you make the offer enticing enough, you may just get a new customer.
Third, our listings are designed to enhance your overall internet performance. By providing a link back to your website and a carefully crafted description of your service you will be improving your standing with Google and increase the chances of being found in general internet searches.
Promoting the Directory with Social Media
There’s a really important “other side” to our service. We promote the directory intensely by posting to Facebook, Instagram, Youtube and other widely viewed social media. We do both free and “boosted” posts on a daily basis.
These posts drive traffic to the directory, but also to individual offers. So, for example, if you offer an enticing deal on pizzas or subs, carpeting or renovations we can help you promote it by doing regular mentions. Some plans even include Youtube videos highlighting your offer, done completely by our team.
We’ll have more information soon. In the meantime, if this sounds interesting visit our website at Cross Town Promotions.