Offline Web Site Promotion - January 2001
By Jim Norris

A large part of your promotional efforts should be spent on search engine placement, linking strategies and other online activities but don't forget to spend an equal amount of time on offline promotion. Some of the busiest sites on the Internet spend a large part of their time and money on various forms of offline promotion.

   Printed Material

   Your web address should appear on all printed material including business cards, letterhead, envelopes, posters, newsletters, fax cover sheets, labels, cheques, Christmas cards, brochures and flyers.

   CDs,Tapes

   Your URL should appear on the outside and inside of CDs and tapes You can have a card or other piece with your web address as a handout at gigs and if you have a truck, display your URL on it prominently.

   Advertising

   Include your URL in all advertising including newspapers, magazines, radio, TV, billboards, transit ads, direct mail and Yellow Pages. Ads specifically to promote your web site can be very effective if targeted at the right audience. A post card mailing to present and potential fans your site is economical and effective.

   Promotional Material

   Include your URL on pens, pencils, matches, lighters, buttons, coffee mugs, t-shirts, sweat shirts, jackets, hats, name badges, guitar picks and mousepads. Print moneysaving coupons that fans can redeem at your site.

   Telephones

   Include your web address in your voice mail messages and on-hold messaging and mention it in phone conversations.

   Publicity

   If your site is new or boasts new features, send a press release to newspapers, radio, TV and magazines. If you or your fellow musicians staff are experts in particular area, write articles for magazines and newspapers and include your URL in your credits.

   These are just a few ideas. Use every opportunity you can to promote your website in the offline world. That's what the big guys do.

Resources

• Tritone is a new interactive music site for online lessons. The site provides musical educational services for public schools, at home and distant learning environments. With a musical instrument keyboard, MIDI and an Internet connection, a teacher can become more effective and and students can receive additional comprehensive instruction and assessment. For more information, take the online tour at www.tritonemusic.com.
• If you are planning to attend the East Coast Music Conference, vista their newly-revised website at www.ecma.ca. You will find a complete list of Awards nominees and contact information for the Association so you can obtain more detailed information on the Conference, the Awards, seminars and exhibits.
• MapleMusic.com lists concerts, CDs and merchandise for a variety of Canadian artists. Also featured are contests, news, sample tracks and reviews. Drop by at www.maplemusic.com.
• Binary Bliss is an extensive web site featuring hundreds of free software programs for download.. Featured are business programs, Internet Utilities, games and many other categories. Drop by at www.binarybliss.com.
• Hafler, manufacturers of amplifiers and monitors for the studio, post production, broadcast and audiophile markets ahs unveiled its new Virtual Reality web site at www.hafler.com. The VR Studio is a collection of movies that support 360 degree views of its products that allow the viewer to see their products from all sides.
• The web site for Klipsch speakers has been greatly expanded to include press releases, audio articles, product reviews and a dealer locator. Visit at www.klipsch.com.
• Music Books Plus has greatly expanded their catalogue and now features online over 4,000 books, videos and CD-ROMs on music, recording, audio, songwriting, MIDI, multimedia and the Internet. You can join the electronic newsletter or request a printed catalogue online at www.musicbooksplus.com.
• Norris-Whitney Communications operates The Music & Audio Connection, the international on-line resource for music enthusiasts, musicians, music and audio professionals. Included are classified ads, products for sale, company showcases, discussion forums, associations, music education, music & audio resources, career information and file libraries. New additions are the Calendar Plus personal information systems and Music News, updated daily. Updates to the site are available by electronic newsletter. Visit at musicandaudio.com. For more information, e-mail to [email protected], Fax (905) 641-1648 or call (905) 641-3471.