the bookshelf and refer to it often to identify good resources, giving you years of
return on your investment.
E-Newsletter Advertising
This type of advertising is only as valuable
as the list of readers it’s mailed to. You can
advertise within the E-Newsletter through
banner, button, or text ads. Some companies also offer designated E-Blasts. (The
Old Schoolhouse offers both choices.) E-Newsletter ads are sold “per insertion,”
which means your ad goes in one
E-Newsletter, one time. As you consider this
form of promotion, you should be asking
questions such as these:
• How many people will receive my ad?
• Did they sign up for this E-Newsletter,
and if so are they expecting to receive
offers from the sender?
• What are the average open-and-click-through rates for this E-Newsletter
audience?
• What is the target market of this E-Newsletter?
Your answers will help determine if E-Newsletter advertising would give you a
good return on your investment. Generally,
advertising inside the E-Newsletter is very
cost-effective.
E-Blasts
What exactly is an E-Blast? It’s an HTML
email sent to everyone who has signed up
to receive a particular E-Newsletter. The
E-Blast advertises only your company. The
message can be as long or as short as you
want it to be and can include as many
graphics and links as you select. An E-Blast is totally customized—it’s all about
your company.
The advantage to E-advertisements is
that the message goes directly to the
reader’s email account. Therefore, the
results are immediate—a huge advantage.
While E-advertising is a good value independently, when paired with print and/or
web advertising, it can be extremely
successful, especially over time.
Website Advertising
This type of promotion is designed to
reach the masses. The idea is to reach as
many qualified viewers as possible. A
“qualified viewer” is a person who is
particularly likely to purchase your
product. The choices within this venue
grow and change every day, but two of
them are ( 1) click-through ads (like
Google® ad words) and ( 2) banner advertisements. These two types of website
advertising are totally different.
Click-through ads can be anywhere on
the Web and are accessed through search
engines. The advertiser may or may not
reach her target market. On the other hand,
banner ads run on a designated website.
You pay per click for ad words, and you
pay by position or spot for banners. When
deciding between these two options, don’t
be misled by statements such as “the price
is right” and “a lot of people see your ad.”
Although those statements may be
truthful, that doesn’t mean your
advertising will be successful.
Ask questions like these below. Again,
these will sound familiar.
• Who will read my ad?
• Are those people part of my targeted
market?
• How many qualified viewers will see
this ad?
• What is the total readership and what
are the demographics, i.e., how many
advertisers are already there?
• Will my product gain any recognition
in the marketplace through this
advertisement?
• How much is it worth to me, per click,
to get someone to my website?
The advantage to advertising on a
specific website is that you can identify
the specific market you want to reach, and
you can know the average number of qualified people you are likely to reach.
Generally, websites can provide click-through reports to help you track your
traffic. The Old Schoolhouse has three
websites: two designed specifically to
reach homeschooling families (www.
HomeschoolBlogger.com and www.The
HomeschoolMagazine.com) and another
to reach homesteading families (www.
HomesteadBlogger.com).
Is Advertising Really
Necessary?
Yes, advertising is an essential part of the
success of your business. In an article
published this summer by CNNMoney.
com, Emily Maltby quotes the Chief
Economist for the National Federation of
Independent Business since 1971, Bill
The Square
D Logo
Shown above is the original Square D® Logo.
The new corporate logo, adopted in 2008
Square D Company began in 1902 as a
small two-man operation, the McBride
Manufacturing Company. They made
electrical fuse links. In 1908, the
expanded company, known as the
Detroit Fuse and Manufacturing
Company, became the first U.S manufacturer of enclosed safety switches.
The name “Square D” originated
from one of the company’s first products, a new safety switch with the
company’s new logo, a “D” (for
“Detroit”) inside a square. The product
quickly became the industry standard,
and many customers began asking for
“those square D switches.” The trademark was developed in 1915, and the
name “Square D Company” was
formally adopted in 1917. To this day,
Square D is one of the few companies
ever named by its customers.
In 1991, Square D Company
merged with Schneider Electric of
Paris, France. Schneider Electric is the
world’s leading manufacturer of electrical distribution and industrial
control and automation products and
systems, and the only manufacturer
dedicated solely to the distribution and
control of electricity.
