NFIB

Put It in Print
04/ 03/ 2002


Print advertising can be a great way to bring customers to your door and give your business the exposure it needs to be successful. And compared to other types of media, print advertising offers a lot of advantages at generally affordable rates. For example, unlike radio or TV, people actually have time to look at a print ad and absorb its message. And exposure, thanks to the pass-along readership of most newspapers and magazines, and even FSIs or coupons, is greater as well. Print advertising also allows you to incorporate greater detail and, through your ad design and logo, firmly establish your image with consumers. However, before embarking on a print advertising campaign, there are a few things you need to keep in mind. In today's workshop, Pamela Mills-Senn outlines some tips for print advertising.

SELECTING THE PRINT VEHICLE
The variety of print options available can be confusing. Although most businesses will probably want to use more than one, a good way to begin narrowing down the field is by looking at your current clients and the print media they are most exposed to. If you want more of these same customers, go to their source of information.

Also consider the customers you would like to have and the type of print advertising that is most likely to reach them. But remember as you are exploring your options, to keep your business' image in mind and make sure that what you select is compatible with this. For example, a business seeking very upscale customers would probably not want to advertise in a coupon mailer where the emphasis is on discounting.

KEEP IT SIMPLE
The most effective ads are creative yet uncluttered. Resist the temptation to crowd your ad with too much detail. Have one message, pick one thing about your business or service and really explain and show it. If there is too much going on in your ads, people will simply not read them.

SAY IT AGAIN SAM
As the song says, once is never enough. Sporadic advertising will not build your business. The key to creating awareness is repetition. You must advertise consistently and run the same ad more than once or you will not see results. But that being said, avoid endlessly running the exact same ad. The only thing this will generate is yawns. Most forms of print advertising, with the exception of Yellow Page ads, can and should be changed frequently. After about two months of running the same ad, make a change.

Also:

* If doing a coupon make sure that it has a (time-limited) call to action. You want people to respond as quickly as possible. Also, require people to turn in the coupons. This allows you to track your ad's appeal.

* Take care of your regular customers. Too often businesses focus on offering discounts and promotions to new customers, forgetting that their steady clients might also like some of this attention. Remember it costs less to keep your current customers happy than it does to attract new ones.

* Consider measuring the cost of advertising on a per-point basis rather than by the cost per-ad. Cost per-point (ask your media person to help you with this) takes into account the audience reach of the medium you are considering and is a better gauge of actual cost.

* Finally, try to be different with your advertising. Looking to other's ads for inspiration is fine but don't be a copycat.

workshop.marketing.mon
12.27.99

Small Business Sound Off
Does this story hit home?  Share your story with us