There are three key factors that are imperative to the success of your print advertising campaign, they are:-1. Simplicity
All too often the advertiser wants to place as much text and imagery as possible within the ad-space they have available. Although this is understandable it is notoriously counter-productive. The best ad’s are the simplest ones because they are easy to read and highly impactful. A good advert should jump out at you and be memorable - ideally it should be something clever you would want to show your friends and family.
2. Targeted Messages
Where are you advertising and who will read the publication you are advertising in? Always ask the publication for statistics so that you are able to ensure you are reaching an audience who would be interested in knowing about your products and services. Target your central message to the most important need of your target audience – in other words sell your benefits to the reader rather than just telling them what you offer. ‘Answer their needs’ – so to speak.
3. Repetition
This cannot be stressed enough. Placing an advert in a newspaper or magazine (for instance) just once, will not fetch you the kind of returns you are undoubtedly looking for. Budget for at least 3 consecutive adverts in the same publication. Also ensure that your adverts are positioned in a similar spot and have a similar look and feel. Design a series of adverts that lead on to one another by all means – but ensure they are all easily identifiable as being your company.
Drive readers to your website
If you have a website (and you should as it is one of the cheapest forms of advertising), structure your ad content around what your key benefits are and then drive readers to the website to find out more about your products and/or services. Ensure that all your advertising content carries a similar message – this entrenches the key benefit sell you want your customers to quickly recognise (and more about that in another article!).
Interesting content.
ReplyDeleteJust wanted to share some information that I came across in a few articles discussing about recession and how we can adopt a different marketing strategy to promote our business. It’s quite eminent that most of the advertisers and businesses are taking to online advertising medium since the Internet has now become a necessity to reach global audience. However, even today there is still a huge chunk of people who do not access Internet and to reach this segment of the society; we can rely on the print media. This in fact would be a great choice for anyone whether they are looking out for global, national or local exposure.
Since the economies are now at the bring of recession, it’s a good idea to consider print media as well in the marketing mix so that you can extend your reach further to get additional traffic to your website or business. You can try a blend of online and print advertising through a reputed ad agency that can help you professionally.
Thanks a mil for your comment - I agree with you 100% - there are still many of us who do still read printed material in addition to net based info and that is apart from those individuals who have limited or no internet access, so the reachable audience remains extensive. Each advertising case is unique and suitable advertising must be considered according to the habits of the target market at hand.
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