Print medium can be expensive especially when you add up the add-ons, like extra for colour, advert makeup, advertorials, page placement.
Here are some points to consider!
Twelve Secrets to a SUCCESSFUL MARKETING CAMPAIGN
1. Do some research. Find out the basic information on the publication. Printed numbers Numbers of magazines sold Cost of advert divided by the number actually sold or given away. Number of pages in the magazine? What page will your advert be displayed on?
2. WORK OUT WHO YOUR TARGET MARKET IS? It doesn’t make sense to spend mega bucks on an advertising campaign that doesn’t reach your customers or potential customers.
3. Find a medium that targets that market directly. A lot of businesses try to saturate their local market by bombarding them with deals etc and find that it doesn’t work all that well. They forget about the traveling public who pass through or want to purchase a product when they get to their destination. Today’s buyers come from further afield and use the internet more frequently so promote your website and other services.
4. What product or service are you offering. Try and be specific with what you are offering or selling. You don’t need to clutter an advertisement with jargon or unnecessary wording. ‘Keep it small and regular’.
5. Does this product or service require brand marketing only. If the product or service just requires promotion of the brand or name you don’t need to buy a full page advert. A more frequently regular advertisement will work better in the long run, is cheaper and will leave you cash for other marketing options.
6. Work out how you want to talk to the market, Use a regular set size of adverts, on their own or combined with text and photos. Make use of an advertising medium that offers free advertorial and photos to run alongside your advert. By doing this you save money and get your message across better.
7. Work out how much you want to spend and stick to it. There are lots of other opportunities that will come along to promote your product or service and some of them will be attractive. Spread it around but make sure that you use an advertising medium that reaches your audience.
8. Don’t spend all your money on one advertisement, select a campaign and spend a small amount regularly and utilize FREE advertorial to talk about your product or service. Choose the newspaper or magazine that doesn’t bury your advert.
9. Printed copies versus Copies Sold. Ask about the number of magazines that are printed versus the number actually sold, the difference can be staggering, for example a local magazine might print 5000 copies each month but only have a subscription base of 3500. The ones not sold are kept as giveaways at shows etc but the bottom line is, your money is not well spent.
10. Work out a careful plan to use and take the advice of an expert. After all they have been doing it for a long time and want your repeat business. So use them to work out a campaign that works and you will want to use them again.
Are you paying too much for your advertising?11. Don’t expect a one-off advertisement to work well. All too often we hear of a customer that has promoted a product and got no response to their advert. But you need to analyze this. What size advert did they use, what was the placement page (was your advert buried), and did they provide enough information so the customer knows exactly what he is getting and how to use it.
12. Get all the FREE service that is offered and tell your friends about it. More often than not it is the smaller advertising mediums that work best as there pages are not dictionaries of similar businesses and products which means that your product or service simply disappears into the depths of the magazine.
Sales Manager: Graham Carter P: 07 8551833 M: 021 02600437 E:
W: www.fishingoutdoors.org P.O. Box 10580, Te Rapa, Hamilton 3240 Facebook