Are You Wasting Money on Advertising in Printed Media?
Too many businesses get poor returns from traditional adverts, particularly in printed media.
Too many businesses get poor returns from traditional adverts, particularly in printed media.
Adverts are sometimes seen as the easy route to finding new customers, but in today’s multi-channel world they can be an old fashioned approach. They can be expensive and deliver poor returns.
Get good at saying ‘No thanks’ to advertising sales calls, even when they tempt you with heavily discounted rates: “the effect on sales is extremely hard to measure” (CIM).
(And please don’t confuse ‘advertising’ with other promotional techniques. The term ‘advertising’ is often misused when actually meaning broader promotion or marketing communications).
Be clear about which trade or consumer media are read by your customers, and only consider running advertising campaigns in those. We recommend to our clients that any campaigns should be focused on a narrow range of publications. Where possible, adverts should be accompanied by free editorial to more than double your impact.
Creativity in advertising is all about the power of reduction. Write less, say more.
Why spend fortunes on press adverts when there are so many other marketing techniques which deliver higher returns? Have you considered highly targeted Google Ads or Facebook Ads?
The Benefits of Print Advertising Done Well Are...
- To develop brand awareness and communicate brand values.
- To differentiate and (re-) position brands.
- To reinforce brand messages.
- To persuade audiences to think and change their behaviour.
- To drive sales through direct response adverts.
- To give you more control of your messages than in public relations.
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advert, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product.
Read our blog ‘Are you wasting money on advertising? You’re not alone.’
