Print isn’t dead! In fact, print advertising can be a very effective marketing tool when properly executed. Plus, it’s more affordable than other types of traditional advertising, such as radio or television. That’s key when you’re watching costs but still want to get your message out there.
Molly Fallon, Jewelers of America’s Associate Director of Marketing and Communications, offers some basic tips for buying print ads to help increase your brand awareness and boost your business:
- Choose the Right Publication: Start by researching local, regional and national newspapers and magazines. Regional and national publications are usually more expensive, but can yield a higher return on your investment. Ask for a Media Kit for each publication, which will give you circulation numbers and reader demographics.
- Extra Tip: The editorial calendars for most major, trade and regional magazines can be found on their websites. You can always call or email the advertising or editorial department to request a copy of their calendars as well.
- Determine Your Budget: Ask for a rate card to view the most current ad costs. Most ad rates are “per column inch”, however some are modular. The more ads you commit to up front, the lower the rate will be. If you are running in a paper for the first time, don’t lock yourself into a high-frequency contract until you’ve determined the advertising is effective for your business.
- Typically, there is a charge for running your ad in color and it’s usually a flat fee on top of the cost of your ad.
- Most regional and national publications are “zoned” which means you can pay a lower rate for your ad to run in a targeted geographic portion of the circulation.
- Negotiate: Try asking for a lower rate, free color, or better placement in the publication.
- Select an Ad Size: Run an ad consistently in the same publication to keep your brand in front of the consumer. Consider running a larger ad for a one-time special event or promotion.
- Communicate a Clear Message: Make the message of the ad simple, concise and actionable! Try to keep the ad focused on a single message, whether it is a holiday, a product line or promotional message.
- Measurement and Testing: Adding some kind of offer that requires the customer to mention or bring in the ad can help you track the response. Try testing different variables to see which gives you the greatest response. Variables can include color vs. black & white, or different publications, ad sizes, ad placements, geographic areas, offers or days of the week.
Comments