The Secret to Creating a Successful Newspaper Ad Campaign
Many businesses stay away from newspaper advertising and print media ads, because they believe the platform has died. On the contrary, the newspaper industry has actually gained momentum with nearly 70 percent of the population still reading newspapers regularly. This is great news for publishers, however, many businesses have still not been able to see a worthy return on investment (ROI). There’s a secret to creating a successful newspaper advert campaign for small businesses, so here’s what you need to know to improve yours. The following examples show how other businesses have succeeded with their newspaper ads and how you can do the same.
How to Make Your Print Ads Effective
Tell a Story
Getting a reader’s attention is an important part of establishing your newspaper ad from the rest of the paper. You can achieve this by telling a good story. Words have power and can connect your product and services with readers, so use creative imagery that provides information about your offer. What story does your product have to tell? Think about how a customer would use or wear your product, and incorporate its purpose into your story.
Focus on Your Target Audience
It’s true that newspapers ad sales have reduced over the years with the rise of the digital market, but with the right strategy in place, print media can be extremely successful for brands. Take IKEA for example: They deliver an annual catalog to customers with pictures of their products incorporated into the interior design of different rooms of a home. Not only does it inspire customers to visit the IKEA store and buy products, but the catalogs also get saved for years, providing great ideas for home decor, and simply for being aesthetically pleasing to the eye. Whenever you create print marketing material, you should consider what connects best with your audience. Find out how you can show off your products to them in a way that gets them excited and provides value that goes beyond the shopping cart.
Connect to Your Web Site and Social Media
A print media strategy can work great for your brand, but if you don’t connect it to your web site and social media, you could be missing out on incredible exposure. Depending on what kind of products and services you offer, you should make sure that your print media includes information about your digital platforms and that customers can go online to learn more. The Hudson’s Bay Company, also known as The Bay and HBC, has stores in England, the United States, and Canada, and has expanded to other countries as well. Although they could rely on their franchises to make profit and gain success, they understand the value of having a solid online presence. Customers can shop on their web site, find the closest location to where they live, and even connect with the brand and get inspired by their products on social media platforms like Twitter and Instagram. Your print media strategy will go much further if your customers have a way to find you online. It builds your credibility, opens your communication with your customers, and allows you to track and analyze the interest of your customers.
Track and Measure Responses
Interactive print media ads go a long way. You can encourage the customer to follow through by using your discount coupon at your store, or to sign up for an account on your web site to receive special offers. Print media has always been better at targeting, nurturing, and measuring the effectiveness of a campaign. You will be able to see much more tangible results. When advertising in newspapers, you have the opportunity to connect with frequent readers within your target audience. You will know exactly where they are being delivered, and what your target audience thinks based on your response rate.
Gain Access to a Huge Audience Who Is Already Interested
All the hype that says print media is dead isn’t as true as it sounds. Statistics have shown that newspapers still reach a huge audience: 83% of adults regularly or occasionally read the paper; 56% of younger adults between the ages of 18 and 34 also read the newspaper, whether they find it in print or online. The demographic that still reads newspapers today is quite large, and for many brands the ROI is worth it.
Get Your Message Directly to Your Prospects
Believe it or not, your newspaper ad actually makes your prospects’ lives much easier. When consumers want to shop for something online, they have to sign onto their computers, open the web browser, type a search in Google, and then filter through all of the results until they find exactly what they’re looking for. This process can take anywhere from a few minutes to an hour, and consumers don’t always have the time to browse around online. While the Internet may appear to give instant gratification, consumers are often drawn to print media because it does the research and work for them. For example, if you are targeting customers who need special lawn care products in spring, you can show off your products to them through the local newspaper, and make them aware that they actually do need your products before they even think about browsing. Print media is a great way for you to remind your customers of what they need before they even think about it—which works to your advantage.
Make Your Ad Aesthetically Pleasing
If you’re considering newspaper advertising, keep in mind that it takes more than just posting an ad. Your products and services need to be distinctive and stand out from the rest of the ads on the page. Some tips you should follow are to make sure that your ad has a border of white space around it, uses interesting graphics and images, draws the reader’s eye to your place on the page, and uses attractive fonts that are properly placed and stand out. To get an idea, have a look through some newspapers and see how other brands and your competitors are placing their ads. Think about which elements make their ad look attractive to you, and then think about how to make yours look even better.
Don’t Bombard the Reader
There is a balance between making your ad stand out and overwhelming your readers. It’s better to keep your advertisement simple, and not overcrowd the reader with too much information and images. They should not linger too long on any one subject, so keep each of your selling points short, simple, and direct.
Make an Emotional Connection with Your Readers
You don’t need to write an elaborate message to make an emotional connection with your reader. A picture speaks a thousand words, so take advantage of this opportunity to make your readers think and connect with it. The “Work Ache” ad from painkiller provider Aspirina Bayer features a picture of a stapler painted with a man’s face, his hands against the side of his head, eyes tightly shut. The message that the image conveys is that a headache can feel like you’re hammering your head against a desk. The image is set in a workplace, connecting with thousands of people who may have similar experiences at their office jobs. When a reader sees this picture, they will instantly think of their own experience, thus accomplishing the goal of the advertiser.
Make Them Laugh
What better way to engage a reader then to make them laugh? Humor has been used in advertising for decades, as an effective way to make a connection with an audience and leave a lasting impression. A reader may forget exactly what your ad is about, but they will never forget how you made them laugh. Consider creating an image or phrase that inspires laughter in your readers, and you will definitely leave a positive mark that may even encourage them to visit your web site or store.
Get Print Media Marketing Support at Macromark
This list of creative newspaper ad tips can help you get inspired to boost your marketing campaign before the holidays. The process may seem daunting, but with the right support, boosting your campaign will be a piece of cake. It doesn’t take much to spin some innovation into your newspaper ad campaign for your products or services, but standing out from the crowd and engaging readers is essential to growing your customer base and getting readers to visit your store or web site.
There are many advantages to using print media to market your products, over digital media, and if you work with a professional marketing agency you can benefit from these advantages. If you want to experience the advantages of a successful print media strategy, you may want to seek direction from the experts. Macromark can help you understand the pros and cons of print media vs. electronic media and this opportunity to grow your customer base. We can provide all the information, advice, and assistance you need to get your print catalog marketing campaign up and running. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.