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.
This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.com.
Our goal was to both build the PWC brand and drive traffic to the Web site. Advertising regularly was essential. Yet it was also essential to keep our costs down. So we leveraged our monthly newspaper advertising to stretch our marketing dollar as far as we could.
How did we do that? We "thought small."
We bought one inch by two column inch ads (a column inch in this particular publication is approx. 1.88 inches). The ads were one inch high and almost 4 inches long.
To reflect the small ad, the copy also had to be short and sweet. Like so:
www.PrescottWeddings.com. Everything you need to say "I do."
Just the name of the business and the slogan.
We put the name in large type and made the tagline much smaller.
Did it work?
The first day this ad ran, we garnered 350 hits on the Web site and several phone calls from business owners who wanted more information.
And that was just the beginning. Hits steadily grew during the campaign, and every time it ran we always noticed a jump.
Not bad for a little ad.
Conventional wisdom says bigger is better. And while it is true that big ads stand out (after all, they do take a big chunk of real estate on the page) it doesn't mean big is the only way to go. Small ads can pack a punch too.
Why did the PWC ad work? First of all, it got noticed because it stuck out (yes, small ads can stick out). It had an odd shape -- long and thin, not a square like so many other ads. The name was big -- bigger than many other fonts surrounding it. (But not so big that the ad lacked sufficient white space.)
But probably the biggest reason it worked was because the message was simple. This is clearly a Web site about having a wedding in the Prescott area. Therefore if you're involved with weddings, whether as a business or on a more personal level, and you're also associated with Prescott, then this is a Web site clearly worth taking a peek at.
People instantly got the message. And they got it even if they only scanned the paper. It was quick and painless for them -- something all ads should strive to be.
What's also interesting is how this ad hit its target market. I've spoken to people (mostly men) who have no interest in getting married and have never seen the ad even though they read the paper. Conversely, businesses in the wedding industry and brides have said they see the ad all the time.
Now, you may have a business name that doesn't capture your business' products or services as well as PrescottWeddings.com (my business name for example). In this case, why not think of a catchy tag line you can use in those small ads to drive people to your Web site?
Web sites can be huge, wordy, information-stuffed selling tools. So use short, sweet one-message statement to get people to go look and learn more about your business rather than try to shove everything in an ad. Don't forget to include your business name and logo for branding purposes.
Okay, so small ads with one simple message work. For the final key in PWC's marketing program, check out Part 3: Frequency, frequency, frequency.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com
The advertising industry has been living a lie
Hasn't Procter and Gamble chief digital office Marc Pritchard been on a crusade, exhorting advertisers to take better control over where their digital ads are running? Considering that some P&G ads were found to be running on fake sites in BuzzFeed's ...
The Death Of The Advertising Specialist
That's why the specialist model for advertising is becoming completely untenable and more senior marketing leaders are calling for a re-bundling of services back into one house. As examples, Marc Pritchard, CMO of Procter & Gamble, commented, "We're ...
Heavy Hitters: The Biggest World Series Advertisers in the Last Five Years
The World Series draws a deep bench of major league advertisers pitching cars, telecom services, car insurance, food and beer. But its biggest spender over the past five years has been General Motors. GM's Chevrolet has played America's pastime for ...
Marketers' Roundtable: How Effective Is Snapchat Advertising in 2017?
Snapchat isn't the new kid on the block anymore, and brands are taking notice. Companies across industries are using Snapchat organically, but many are also investing in the platform's slew of ad products, including video ads, lenses and geofilters. In ...
Advertising startup wins Seedstars Morocco
The winner was Hooplacar, startup that connects brands with drivers to create on-vehicle advertising campaigns which are live monitored through GPS tracking and marketing KPIs. Hooplacar will now participate at the Seedstars Summit, taking place in ...
Meet New Generation of Advertising with SocialMedia.Market ICO
This is a paid press release. Cointelegraph does not endorse and is not responsible for or liable for any content, accuracy, quality, advertising, products or other materials on this page. Readers should do their own research before taking any actions ...
Five Keys To Achieving Positive Return On Advertising Spend With Facebook
Achieving positive return on advertising spend (ROAS) is a key objective for many Facebook and direct response advertisers. Sustaining positive ROAS with a large media spend is not an easy feat to accomplish, but it is possible with the right approach.
Pinterest opens up search advertising in its Ads Manager ...
Pinterest began rolling out targeted ads based on searches for its partners earlier this year, giving it another moment in time to catch potential customers..
10 Questions You to Need to Ask Your Advertising Data Provider
In marketing and advertising, the value of customer data can't be overstated. However, despite data being ubiquitous in digital marketing today, both brand marketers and agency buyers are skeptical about the transparency and effectiveness of the data ...
What you need to know in advertising today
As the story of ad abuse on Facebook, Google, and Twitter during the US 2016 election has unfolded, there's been one common theme: Russian bots, fake accounts, and other shadowy actors took advantage of automated online advertising platforms to ...
Lawmakers Introduce 'Honest Ads Act' to Govern Online Political ...
Democrats now have a plan to regulate Facebook advertising
Despite backlash over political ads, Facebook's role in elections will only grow
ADVERTISING RELATED ARTICLES:
Mortgage Marketing - Broadcast Advertising vs Direct Advertising
Do you know how to design and deploy a marketing campaign? Even if your ad budget is small you should still plan and measure the results of you advertising. This process is the key to your ultimate success.
What's On Your Business Card?
A professional business card says more about you and your business than any other tool in your marketing arsenal. You need a card that looks good, tells what you do and makes it easy to contact you.
Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business
If you own a small business you should consider ways to promote yourself through public relations to compliment you advertising regiment and keeping your name out in the public and in front of your best customers. There are many ways to keep yourself visible on top of your typical advertising choices.
The Graphic Problem
Digital printing has revolutionized the sign industry. Current printers can reproduce an image at 1440 dpi (dots per inch) at virtually any size.
Create Your Own Business Cards, Part 1
In this lesson, we will create a business card, using Microsoft Word. I created a new template for my business card.
Business Plan Appeal - Five Rules For Writing Attention Grabbing Headlines
The success of a business plan stands or falls on its ability to get potential investors to take a moment to read it. Nothing works better for doing this than well-written headlines designed to interrupt and engage investors.
Fax Advertising : Hitting Your Target Immediately
In the business of marketing and advertising, it used to be that companies that wanted to get the word out quickly to key customers on a new development would rely on email with follow-up phone calls. But with the new technologies available in fax broadcasting, fax advertising has taken over as the advertising medium of choice when it comes to contacting your customers at the speed of light.
5 Tips for Hot Yellow Pages Ads
Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.
Advertising on a Budget -- Part 2: Thinking Small
This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.
Printing - How Do I Buy It?
Why should I care where I get my printed material from, I'll just go for tenders and go with the low bidder. If you do this probably you won't be in business for long or you'll never really run a successful business.
Information To Include On Your Business Card
The logo and graphic elements that you include on your business card are quite important, but having the right text and contact information on the card is equally important. Here are our tips about the elements to include: Your name - Consider whether you want to include your middle name or initial, degrees or professional credentials that are unique to your field.
What Makes A Winning Online Ad?
Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need".
Print Your Marketing Postcards For A Penny, Address Them For Free, and Automate the Whole Process
This article will show you how to cut your printing costs to a penny and have your postcards addressed for free without doing it all yourself, reducing the time you invest in your mailing to almost nothing.So, you have a list of hot prospects in hand; you need a way to get your marketing message in front of them with the hope that a reasonable percentage will call you.
Moving Message Display
Moving message display are designed to be installed into environments where vast amounts of information need to be conveyed to large audiences both quickly and efficiently, also in the world of indoor and outdoor displays. This gives you enormous flexibility for creating interesting text message on Moving message display.
50 Surefire Business Card Tips
Business cards are one of the most powerful and inexpensive marketing tools you can use. Here are 50 surefire tips to make the most out of your business cards:Your business card must communicate more than just your contact information.
4 Ways to Double the Power of Your Business Cards
Sure, everyone needs business cards. But why not make your business card do double or triple the work of an average business card.
Take Your Radio Ads to the Next Level
Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway.
Imaging Isn't Everything
Many home improvement contractors attempt to use advertising to expand their client base and increase profits. Whether it be yellow pages, mailers, ads, or valpak; for many it's a total waste of time and money.
Present Your Product On A TV Show for FREE
Would you like to get your new or existing Internet business moving nearly at the speed of light? Do you know what is required to get your business noticed and how to build your personal credibility fast, making clients secure enough to purchase from you over the Internet?The Simple AnswerThe primary answer is putting potential clients in a comfort zone relative to your product quality and your reputation as an authority in your marketing niche.One SolutionMarket it on television.
A Lunchtime Lesson on Print Advertising
I promise you'll be able to finish this article before you finish the first half of your PBJ. Are you sitting down? Good.
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