When and how to use Print vs. Digital media to promote your business. A HK Freelancer and SME's Meetup group workshop by Art Lee. (http://www.meetup.com/hong-kong-freelancers-smes/) Pluggedin Hong Kong (www.pluggedin.hk) - An online news community for Hong Kong and Global businesses. http://facebook.com/Pluggedin-Hong-Kong

1. +
How to Use
Print and
Digital
Media
When and how to use
Print vs. Digital media to
promote your business

2. +
Lee Opening CWB MTR

3. +
HKUSpace in MTR

4. +
www.skypost.hk (free publication)

5. +
Unique QR Code used for home
goods store

6. +
Hysan Place Opening

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Taxi Videos

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Opening of Pure

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On the bus (need to jump to scan
QR code)

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Vita Juice

11. +
HK Mag

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What’s the Difference
• Mass Targeted
Traditional
• Hard to Track
FORCED
Digital
OPT-IN
• Niched Targeted
• Easy to Track

13. +
Newspapers & Magazines
n
Send a newsworthy article
n
Find someone who works with a newspaper or magazine
n
Advertise with newspaper on condition that you also want an
article published
n
Have a PR firm, with the right relationships with right
publications.
n
PR firms can help to negotiate a lower rate for you

14. +
Tips for Newspapers
n
Be very specific with your target audience, study the
demographics.
n
Clear messaging to take
action. Not just a here is
what we do
n
QR Code, specifically
directed for a goal
n
Facebook, Web URL

15. +
Digital Matters
n
Write for other people’s blogs that need content and has your
target audience
n
Create your own blog, but it takes time to get the traction.
Consider having others co-author with you but have the site
topics very niched, too many blogs out there already
n
Submit a story to an online news website, see if they pick up
your story, make it very newsworthy
n
Create a relationship with someone in the digital news arena
or use PR firms with established relationships

16. +
Billboard/Outdoor Ad Tips
n
Target location based,
understand visibility of locations
n
Great for events
n
Rates can be negotiated. PR
Firms can be helpful to gain
contact and negotiate on your
behalf.
n
More expensive medium. Deep
Pockets or sponsorship money.
n
Small ads are good but need a
lot for more exposure

17. +
POAD & JCDecaux

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Build your Ads around a Goal or
Common Strategy
n
Define purpose of your campaign (awareness, event
promotion, special discount, featured information)
n
Decide which Mediums to Target
n
Tie in both Print and Digital Media (don’t just put a
Web URL or Facebook Link)
n
Create a message that will get them to call, email or
visit your site.
n
The whole campaign should be focused on a
specific act of marketing

19. +
Campaign Template
n
Context – Why? Purpose
n
Objectives – Who are you trying to reach, what is your
message
n
Target audience – Does your marketing channels have the
right reach?
n
Activity – What types of follow up activity will you have to
track your campaign. Emails, calls, site visits
n
Evaluation – Look at your complete marketing efforts,
money put in and the response rate/return. What it worth it?

20. +
Does Print Media Still Work?
“The authority on Sai Kung and Clearwater Bay living.”

21. +
Clear Niche
n
Quality lifestyle and property magazine for affluent families in
Clearwater Bay and Sai Kung.
n
Proven circulation of 10,000 copies, a readership of 30,000+ and
is distributed free each month
n
Distribution is highly targeted.
n
Readers are high earners educated and family-minded. They
work on Hong Kong Island but have chosen to make their homes
and raise their families in SaiKung and Clearwater Bay.
n
Highly regarded for its top-quality original journalism &
photography. Readers keep the magazine and refer to it again
and again.

22. +
Targeted

23. +
Very Targeted

24. +
Highly Customized to Readership

25. +
Event Promotions

26. +
Targeted Articles of Interest with
related Ads

27. +
Tom Hilditch, Publisher
n
Tom Hilditch is an award-winning British writer, editor and
publisher based in Hong Kong.
n
He is sole owner of Fast Media Ltd, a Hong Kong based media
company.

28. +
Get Busy Doing !
or!
Get Busy Losing!
Contact Art Lee at:
Facebook.com/artglee
@artstribe
hkLinkedin.com/in/artglee
artlee@internetmarketingcoach.hk
InternetMarketingCoach.hk
Questions?
Property of Internet Marketing Coach Ltd. Hong Kong.