Agriculture Reference
In-Depth Information
communications whilst others prefer another. The key is to spread the
message across a number of different channels.
The most popular techniques are as follows.
This is the more traditional style of marketing and one many readers will be
more familiar and comfortable with. There are many styles of interruption
marketing; we will focus on the more common techniques you can use.
Roadside marketing
The best place to start a marketing a venture is on the roadside. Regulations
will vary with local governments and what you can and cannot do and you
will need to seek local guidance.
There are six basic categories of roadside advertising.
1.
Brown signs. These are signs provided by the local government to
promote a business as a tourist attraction. They are called brown signs
because this is the standard backing colour used on these signs around
the world.
2.
Large free-standing signs. These are often called billboard signs and are
very familiar along the freeways of some American states. Different local au-
thorities have different views on these signs. Some look on them as a mar-
keting opportunity for business whilst others look on them as eye pollution
and have banned them from the road system.
3.
Signs on bus shelters, seats, city trash cans and illuminated signs under
street names. These are strictly controlled by local councils, but allow you to
repeat your message in high profile public spaces.
4.
Small local business signs placed in public space and easily visible to
passers-by. These signs are often temporary and although permission should
be sought, these signs, being of a temporary nature are often placed in pos-
ition just before an event.
5.
Signs on private property that is not owned by the business. These signs
will need permission from the local government authority and the owner of
the property. These are ideal to promote your business on the roads leading
to your enterprise as 'tasters' and guiders to the visitor.
6.
Signs on your property to promote the business to the visitor.
Magazine advertising and articles
Permission marketing is where an article is written either by yourself or on
your behalf about your business and your tourism strategy. Interruption mar-
keting is advertising and your placement of an advert in a target magazine.
