When you need new clients you have to know your audience to know where to advertise in a print publication. The only decision should be whether your audience reads a print publication and then whether there is audited proof of circulation. Are there case studies for other businesses like yours and what is a minimum buy for what length of time to ensure exposure. If you’re not careful, it can turn into a waste of time and money if you’re not strategic.
The key is to engage your target audience, because for advertising to succeed, it has to be remembered. Even on the tightest budget, you can create successful ads by following these vital tips.
Here are some basic print advertising tips to get you started:
- Understand your demographics and their behaviours. Who are you targeting and what do they enjoy doing. Doing a little bit of research on your target market will go a very long way.
- Match them to the advertising method that will potentially reach them. You may find that half of your target market doesn’t consume print media and you may need to include digital in the mix as well.
- Ask for case studies if buying ad space from any print publication
– Ask for circulation based on audited figures
– Ask for paid subscriptions
– Ask for number of publications given away
– Negotiate price
– Ask for added value
- Decide on your goals. Are you looking for phone calls, foot traffic or web traffic? Once you know what your goals are, it will be easier to put the advert together and measure results.
- Choose length of time and repetition. One time for an advert is rarely enough and we find that multiple adverts throughout a 6 month period is key.
- Don’t exclude other traditional methods of advertising. Whilst digital may be your brand’s main focus, TV and radio advertising might be the missing link in your marketing campaign.
- Ensure you use a professional designer to put together your advertisement. Do not try to save costs by going the DIY route.
- Use a professional copywriter. Headings are important need to be compelling. Remember, the advert needs to be about your customer and not about you. How will your product or service solve their problems and make their lives better? Do not forget the most important part; your call to action.
Choosing the correct print publications for your campaigns can be tricky. Get Set Go Media works with multiple newspaper and magazine publications across Africa and can help you with rate negotiations, media buying and lots more. Get in touch with our team and let’s discuss your next advertising campaign.