Beer mat advertising vs. directory advertising – an overview for new founders
Directory advertising or beer mat advertising? – from beer mats to local newspapers. But times are changing and so are customer needs. In order to be found online, a presence on the most frequently visited web directories in Switzerland is a must.
It is no secret that digitalisation is progressing. With 75% the smartphone density within Switzerland is immense and unavoidable for advertisers. For Swiss SMEs new chances arise from this development as the ways of advertising are being fundamentally impacted and new ideas promoted.
In an era of permanent sell-offs and discounts consumers are being downright flooded with advertising messages. Even at the regulars’ table instead of looking at a beer mat the eye wanders off to the smartphone – here more and more advertisements appear in all kinds of formats.
Flooding and scatter loss
All channels are being flooded by “push” advertisements which are often irrelevant. That is because the product or offer is simply not needed at the moment it is displayed.
It may be that banner advertising can increase the brand recognition of a start-up very quickly. But recognition does not automatically mean new leads. Rather, the visitor has to be picked up where a concrete need exists. In other words: a client needs your service and then sets off to find out more online.
A trustworthy directory entry
If you want to be found quickly no path leads past a corporate entry in the directories of local.ch and search.ch. Approximately two of three Swiss access these directory services through various channels: Whether at home on the computer or when out and about via smartphone, laptop or tablet. More specifically, on local.ch and search.ch a total of 7.3 million users search for companies just like yours every month.
Thanks to a low user crossover, a start-up receives twice as much coverage for the same advertising budget. Or to put it differently: Around half of the visitors are confirmed users of search.ch and others of local.ch. For low advertising budgets directory entries provide the following advantages:
- Quality reach: Showcase your company online and bring yourself closer to your future customers.
- Different possibilities to positively influence the rankings in search results.
- Differentiation in comparison to other entries thanks to photos, opening hours, reservation buttons or a virtual tour.
An insider tip
Companies that actively cultivate their entries on local.ch and search.ch have a better visibility on Google, too. The search engine evaluates such results as particularly trustworthy and thus ranks them higher up.
Benefit from the co-partnership with local.ch and search.ch which offers new founders the most popular services at a special price.
