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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 11

Offlfflline Ads

There are many kinds of offline ads – TV, radio, magazines, newspapers, yellow pages, billboards, and direct mail. All of these can be utilized at almost any scale, from local campaigns to national ones. They are used by billion-dollar brands like Wal-Mart and by local teens looking for babysitting gigs. Even today, advertisers spend more on offline ads then they do on online.

Offline ads can be easy to test. For as little as $300, you can put out a radio ad in a market you’re targeting and see how it performs. Billboards are the same way: you can buy space on one for a few hundred bucks a month, or rent one in a more prime location for many thousands.

We start this chapter with a few principles to guide your use of ...

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