Creating ads that get RESULTS! Understanding the advertising process “I know that half of my advertising is wasted, I just don’t know which half!” William Wrigley
The first secret to success in advertising is planning.
As the old adage goes: fail to plan, plan to fail.
Too many businesses throw an ad here and there, hoping they’ll get results.Taking some time to develop a program that addresses your marketing goals is a far better approach.This will save you a considerable amount of time and money.
Set a budget
Many businesses use their previous year’s amount as a start, but there are guidelines for your industry that you should review to see if you’re in-line with your competitors.Contact the St. Paul Publishing Company at 651-457-1177, www.stpaulpublishing.com for figures for your industry.
Remember to plan for the year and adjust for the quarter. Also, save money for special promotions that come along.
Be consistent
This is the biggest key to success and any other approach is simply a waste of money.
What is the biggest obstacle to overcome with your ads? – Getting noticed!
Competition to getting noticed in a newspaper is fierce.Do people read ads?According to Cahners Advertising Research Reports, they do—79% of all readers look at newspaper ads, and 64% believe advertising is as important as editorial.
Seven second rule – You have seven seconds to capture your reader’s attention as they scan a newspaper page.
To get noticed, you need a good ad.It doesn’t have to be the most creative or the flashiest ad, but it does need to have the following elements to get it noticed.
Headline
Should be large, bold and creative.This is what will draw the reader into your ad.
Illustration
Large and appropriate to product(s) and/or service(s).
Two-thirds of the ad should be art to grab the reader’s attention.
Copy
Use a lot or use very little.
Be conversational.
Offer features and benefits.
Make price-points large, bold and attractive.
Give good offers (10% off doesn’t generate too much interest).
Concentrate on your product/services and how they benefit your customer.Give less attention to your business, i.e. number of years in business, locally-owned and operated, company name and location, hours, etc.If your offer appeals to the consumer, they will study the ad to find out where you are.
Size and consistency
Consistency is the biggest factor in developing a successful ad program. The rule of thumb is it takes at least seven marketing hits to entice a consumer to action.
Full page ads draw 41% higher readership than fractional ads.
Color – It’s more expensive but it's worth it!
Color ads attract up to 65% higher readership.
Why advertise?
Build awareness – Name recognition
Generate sales – Pre-sell your products/services
“My best advertising is word of mouth.”Unfortunately, that works both ways. Before you start any advertising program, make sure all internal processes are in place to ensure that your new customers will have a positive experience.
Remember, there are always new customers moving into your market.You need to let them know you are there.Also, advertising helps keep your current customers coming back again and again…and again.
Why use newspapers?
Economical – Biggest bang for your buck
Trusted medium – Tried and true
Most informative – Consumers can study your ad
Our newspaper group reaches over 37,500 homes and businesses in the St. Paul market, as well as the Hispanic audience of the Twin Cities. For more information, call 651-457-1177.