Overview
Have you ever wondered what elements generate a successful print advertising campaign? Well, many marketers often fail to put in the requisite time and effort to plan and strategize when launching their print advertising campaign. However, if you take the time to put yourself in the mind of your typical end user and focus on their specific needs and wants, then your marketing efforts will ultimately reap successful results.
Campaign Elements
We mentioned that the ultimate goal is to create a print advertising campaign that generates results, i.e. phone calls, inquiries, sales, etc. So, what elements contribute to a successful ad campaign? First, one must take the time to find out what the needs and wants of your ideal end user. For example, suppose you have a window replacement business and you want to generate an effective advertising campaign. You may have consulted with your in-house marketing staff (or maybe you are the marketing staff) and decided that you want to send out a large postcard campaign to residents in a neighborhood of 10-20 years old because they are more likely to have window replacement issues and may have the home equity to allow for the expense. The prospects in this case may choose to install new windows because they want a new look to their home (perhaps they are remodeling), increased safety features, and/or to remedy existing window problems (e.g. water leakage, sun damage, wind damage, etc.) In this case, we have identified a need that you as the advertiser want to address in your communication.
Next, you want to provide a valuable offer or create a reason for a customer to contact you, i.e. get the customer to respond. The goal as stated above is to get a prospect to pick up the phone and inquire more about your window replacement options and prices. Ultimately, you would like a prospect to select your products and/or services over your competition. So, the offer may be a free home estimate or maybe you offer a discount on window coverings when a customer buys a particular window. At any rate, you must take the time to analyze the buying habits of your customers and to focus on what offers would prompt them to contact you.
The most important element after you have addressed the previous elements is to be consistent in your advertising campaign. Many advertisers (especially in small businesses) quit after their first mailing or distribution of print marketing materials because they did not get a substantial amount of new customers. Patience and consistency will provide the much needed results over time. Besides being patient, you may use your creativity and imagination to provide solutions and/or offers that will get your prospects to respond. You can talk with your current customers or former customers and find out why they purchased products from you as opposed to your competition. Spending the time to solicit feedback and apply it to your advertising campaign can mean the difference between a mediocre print advertising campaign and one that generates results.
