We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
There are three main reasons why I would hesitate when deciding to advertise in the local press:
? Everyone else is doing it
? Nobody buys a paper for the adverts
? The odds are it won't work
Just because everyone else is doing it, doesn't mean it's a good thing, or more importantly - that it actually works! However it seems the natural thing to do - you need to raise your profile, make the local community aware of your company, so you why not advertise in the local paper? Well, because?
Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through selling advertising space. In fact if you look at the inside cover of a newspaper you'll see the staff on it. More often than not the 'sales team' will out number the reporters 3 to 1. The local paper is not 'a local' way for the community to keep up to date with local events, it's a 100 page selling tool.
Very often when approached by the advertising telesales team, they'll quote all sorts of readership figures. 'Well actually the Acme Recorder is distributed to over 50,000 homes and offices'. A very impressive statistic. However, of those 50,000 'readers' how many will actually want an accountant at that specific time their browsing through the paper? How many of them will actually see your advert amongst all the others? How many will actually read your advert, and then REACT to it?
The next time someone gives you these figures, follow it up with this next question:
"What's the response rate to an advert?"
They won't be able to tell you. Why? Because this is not important to them. But it's VITAL for you. The chances are they'll either admit they don't know, or they'll quote a local builder who has a great response (but you're NOT a builder) or they will come back with something like, "Well people keep advertising with us so I guess it must be working?"
People keep advertising for exactly the opposite reason. It's not working, so by keep advertising they'll figure that eventually someone will respond. Wrong. If the advert didn't work the first time, it won't work the second time and it certainly won't work the third time!
The odds are if you still do decide to advertise that the advert itself won't work. Remember above all else adverts, direct mail etc, should get a reaction from the reader NOW. However most adverts are poorly designed, and that's okay. You're a coach, trainer, consultant, professional service business owner?That's what you do, what you're good at, designing adverts for maximum impact is probably something you haven't worked on before.
Other problems you'll face. Where will the advert be placed? If it's on the left hand page, studies have shown that it will be noticed a lot less than if it's placed on the right hand page. Similarly where on the right hand page will it be placed? Again studies have shown that placing the advert on the bottom right hand corner will increase its notice ability more than anywhere else on the page.
These are just a few of the factors you should consider when advertising in the local press. Readership levels are not a measure of response rate, it's the ability to convert them into paying clients that counts!
Andrew Ludlam is a client attraction expert, and Director of Maverick Marketing Solutions. If you're deadly serious about maximising the potential of your business, then I urge you to visit http://www.maverickmarketingltd.com and sign up for the monthly 'Maverick Marketing Solutions Newsletter'... where you'll also receive the FREE white paper "Six Magnetic Ways To Attract More Clients To Your Business In The Next 90 Days..!" (Value $37)
Warning! This could be the last business marketing website you ever need to see...
The State Of Advertising Has Never Been Worse
Advertisers push steady budget cuts, challenge fees, and force account reviews to drive down the rising cost of marketing due to the expansion of touchpoints, and the price inflation of media, content, data, and technologies. This puts pressure on ...
Why Potbelly is going beyond Facebook for its digital advertising efforts
As Potbelly ramps up its digital advertising efforts, the sandwich chain is beginning to focus more on underdog platforms. Last month, Potbelly ran a promoted post on Reddit, polling users on what type of cheese would be best on a cheesesteak. In ...
Online Behavioral Advertising
Behavioral advertising refers to the use of information to predict the types of products or services of greatest interest to a particular consumer. Online behavioral advertising takes two forms. “First party” behavioral advertising refers to situations ...
Foreign guestworker advertising rule may change
Currently, employers seeking DOL certification to hire H-2A or H-2B workers must publish two print advertisements for domestic workers in a newspaper of general circulation in the area of intended employment. Lack of response can be cited as need for ...
How McClatchy plans to pursue national advertisers' digital budgets
From the better late than never department: McClatchy wants 2019 to be the year it starts competing for — and winning — national digital advertising campaigns. The legacy publisher, home to 30 newspapers including the Miami Herald and the Sacramento ...
How to create trust in native advertising for financial services
When it comes to native advertising for financial services, quality counts. Perhaps more than any other industry, financial services customers want to trust their institutions. Making that trust the center of your campaigns is the best way to stand out ...
The Trade Desk: The Emerging Standard In Programmatic Advertising
The company keeps on delivering 50% revenue growth and with programmatic advertising and CTV in the first innings, growth is set to continue for quite a while. The company is executing very well and is profiting from several positive feedback mechanisms.
What you need to know in advertising today
Facebook is shutting down its connected-TV ad network, Digiday reports. Facebook's connected-TV advertising ambitions appear to have been thwarted by a few factors, including the formation of new walled gardens within the connected-TV environment.
The 30 Under 30 Rewriting The Rules Of Marketing And Advertising 2019
But it taught serial entrepreneur Nadia Masri how to run a business, key prep for launching Perksy, a company that's exploded onto the marketing and advertising scene and boasts lucrative engagements with some of the world's most innovative brands ...
Search Engine Journal
Targeted Automobile Advertising: The Next PPC Frontier
Search Engine Journal
With vehicles the new frontier of targeted advertising, it's important to understand its beginnings and potential benefits to brands. The concept of targeted automobile advertising started to gain momentum with GM's radio-tracking program in late 2017.
ADVERTISING RELATED ARTICLES:
Cross Cultural Advertising
"Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something," Hans Magnus Enzensberger. Culture affects everything we do.
Improve Your Promotional Flyers And Improve Sales
Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to.
How Can All the Radio Stations Be #1?
Are you confused by all the information you receive from various radio stations? Do they all tell you they are #1 and you don't know who to believe? Most of them probably are #1 so believe it or not, they aren't lying to you. The question is, "What are they #1 in and is it a group of ears you want to reach?" Quite often a radio "Account Manager" or "Account Executive" which are pseudonyms for radio sales person, receives a call from someone who states they are gathering information for someone else, the real decision maker, someone who is looking at radio as a possible advertising medium.
Media Savvy - Treat Them As You Would Your Best Customer
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract
Advertisers that are beginning to focus on the young Hispanic market have been given a gift in the form of Latino television programming. Now mind you it's not your typical Latino television programming that you would find on Univsion, this programming is geared towards the large and most overlooked demographic, U.
15 Tips for Better Yellow Page Ads
Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.
Vinyl Banners for the Right Occasion
The sinage marketplace is competitive! Consequently, some companies are going to focus on price and neglect quality. To complicate the situation, companies that produce stock vinyl banner material offer a bevy of different materials based on weights/thickness, color, reflective properties, ink absorption properties, etc.
The Inside Secrets Of Free Publicity For Your Business
Product publicity is the "secret pathway" to business success everyone wants. In simple terms, product publicity is a kind of advertising that costs you nothing, yet brings in the orders for you.
Advertising - Should You Be Advertising Your Services?
You offer a reliable, quality service. You know that if more people knew what you can do, you'd increase sales.
10 Tips For Writing A Profit Producing Ad
1. You can get ad copy ideas by studying similar product's advertising material.
What To Do With Your Business Cards
Without a plan to distribute your cards, there's no need to print them in the first place.Many fall into the trap of thinking all the thinking about business cards is over once the order is placed.
Testimonials Convert Prospects Into Buyers
Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility.
Avoid Being Vague
We are bombarded with thousands of marketing messages daily? On television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place.
Secrets And Top-Tips Of Mail Order Advertising
Good Advertising creates more production, thus greater consumption, faster turnover and lower sales price per unit. To a great extent it determines the success or failure of the mail order operator! When working up an advertising program remember that what is genuinely desirable to you may or may not appeal to the majority of your prospects! Different types of merchandise or services demand completely different advertising media.
How To Write Eye-Grabbing Headlines That Catapult Your Prospects Into Your Ads
If you're interested in improving the selling results of your ads, tweaking your headlines is a great place to start. Because your headlines influence the sales results of your ad more than any other element.
Electronic Score Boards
Wide range of electronic Key venues around the globe has turned to Electronic score boards that not only look breathtaking from every angle and distance, but provide consistently reliable performance year in and year out. Different type of sports including athletics, track cycling, running events, street cycling and mountain bike, swimming, synchronized swimming, diving as well as inline skating, water polo, ball spots, motor sports, alpine skiing, cross country and biathlon are some of the areas where Electronic score boards perfect fits solutions for.
Advertising - Does it Matter?
When advertising, you need to sell your opportunity, your products and yourself. What sets you apart from everyone else? Maybe you produce a newsletter with a specific content where there is a demand from a particular group of people, or you promote your own special product that no one have not yet seen.
How To Write More Powerful Brochures, Leaflets, And Catalogues
Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention.
Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page
Stand Out in Ways that Matter to Directory Users A Yellow Page directory presents a difficult challenge for advertisers. All the competitors are packed together, within the space of a few pages.
Advertainment is Sneaking Into Music, Movies, TV and More
The very name "advertainment" sends thrilling vibrations up the spine of anyone with marketing in their blood or communication in their genes. And it produces a strong shiver of disgust from many of my colleagues in the music industry.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market