Advertising in Local Newspapers. Part 2. Committing to your Advertising Campaign.
In this second post, I will be discussing the importance of commitment to your advertising campaign.
If you are going to do it…do it properly.
Point 1: Creative and Design.
Unless you are really strapped for cash, don't be tempted to rely on the newspaper's in-house team to write and/ or design your ad.
Inevitably, the ad will look, at best, somewhat generic. The copy will be, at best, functional. The resulting ad will struggle to be noticed and struggle to persuade the reader. You won't be getting the most out of the media space you have bought.
It really is best to bring onboard a professional designer and/ or copywriter.
A good designer will create an appealing ad which allows your marketing message to do its job.
A good copywriter will help craft a clear, powerful marketing message which is relevant, engaging and memorable to the target reader.
Point 1: Creative and Design.
Unless you are really strapped for cash, don't be tempted to rely on the newspaper's in-house team to write and/ or design your ad.
Inevitably, the ad will look, at best, somewhat generic. The copy will be, at best, functional. The resulting ad will struggle to be noticed and struggle to persuade the reader. You won't be getting the most out of the media space you have bought.
It really is best to bring onboard a professional designer and/ or copywriter.
A good designer will create an appealing ad which allows your marketing message to do its job.
A good copywriter will help craft a clear, powerful marketing message which is relevant, engaging and memorable to the target reader.
If you are going to do it…do it properly.
Point 2: Commit to your campaign.
If you have decided to advertise, commit to your campaign. Successful advertising is all about the long game plan.
Point 2: Commit to your campaign.
If you have decided to advertise, commit to your campaign. Successful advertising is all about the long game plan.
Advertising campaigns only start to pay off when you ad has been seen several times, week after week or even month after month.
This repeated exposure gradually builds up a level of trust in the mind of the reader which finally makes them respond to your ad.
Furthermore, by buying a long run of ads, you should be able to secure a significant volume discount in the cost of your advertising space.
This consistency should also apply to the look, layout and tone of your ads, week after week.
You can, of course, make changes to your copy and images to announce special events and promotions during the course of your campaign. Indeed newspapers accept changes to ad artwork 48 hours prior to printing.
However, your ad should always look and sound like YOUR ad.
A final word about position.
Negotiate with the newspaper media seller to get the best position for your ad. In most cases, other things being equal, it is advisable to go for a right hand page, an outside edge and above the fold (top half of a page). Also go for the most appropriate section/ supplement of the paper [Sport, Business, Entertainment, etc.].
Look out for part 3 in this series. Meanwhile, get in touch if you would like to discuss your advertising, copywriting or graphic design needs.
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