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As a specialty retailer, you want to cover all your bases when it comes to advertising. How do you know what type of ads will bring the most business? Let's talk a little about the differences between online and digital ads. They both have their benefits; it just depends on the nature of your shop, product, and style. 

Going Digital

Because online advertising can be inexpensive, specialty retailers have the option of purchasing a single ad space on one high-traffic site, or buy a handful of ad spaces on smaller websites. You can experiment and see where you're getting the most views (Google Analytics is a great program for this purpose), then change your advertising plan as you learn what works. Visit your favorite blogs. Do they have ad space for sale? What are their stats? How long will the ad stay up? These are questions that you'll want to have answered before you take the plunge. Another benefit of online advertising is that ads can be quick and easy to create.  You can design all the standard sizes of sidebar/banner ads using Photoshop, InDesign, or online photo editing programs like Pixlr. 

Is Print Dead?

Not necessarily. But it's a changing medium. People still purchase magazines and newspapers, and there's been a resurgence of glossy design mags, like Australia's popular crafty lifestyle publications Frankie and Mollie Makes, that are filled with ads. Getting your ad in print can be expensive, but if you know your market, it could be worth the investment. Get specific. Do research: go to your local bookstore and peruse the magazines that you like best, and flip to the ads. Would your product fit right in? Is your ideal buyer reading? Because the ad space is pricier, choose one or two publications that really share your product's audience. Print can be a good choice for brick-and-mortar shops that rely on local foot traffic more than online visits. 

Polly Conway is a crafter and freelance writer living in Oakland, CA. She's all about small-space living, pop culture, and vintage style, and shares these loves and more at her blog, The Firefly Express.

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