Start from your goal
Are you launching a new venue or exhibition that nobody knows yet? Awareness comes first: billboards, press or consumer digital all have their place. Does your audience already know you but not book, or are you targeting professionals? Then focus on direct action: prospecting, meetings, trade shows, partnerships.
Billboards: strengths and limits
- Strong local visibility, quickly, over a well-defined period.
- A real image effect, ideal for a launch or an event.
- On the other hand, results that are hard to measure, and a hefty bill if the rate isn’t negotiated.
Fieldwork: strengths and limits
- Qualified contacts and concrete results: meetings, quotes, contracts.
- A lasting relationship with the people who sell for you.
- On the other hand, a long-term effort that takes time and method.
Negotiate before you decide
A trade secret: the list price of advertising space is almost never the price actually paid. Off-peak periods, unsold sites, packages, commitments over several bursts… there is real room for negotiation. Before ruling out a medium that seems too expensive, check what it would really cost once negotiated.
Measure to split better
Give each action a simple indicator: website visits, calls, bookings, meetings secured. After a few months, you will know exactly which euro pays off, and you can reinvest where it works.
