A lot of businesses default their marketing efforts to digital - it is easy to publish and promote content to a specific audience, and the results are instantly trackable.
Strategically placed print advertisements, though, can still have a big impact on your marketing as part of a wider campaign.
Magazines, billboards, newspapers, flyers, bus wraps, posters: wherever your audience consumes media is an opportunity to increase brand exposure and generate engagement.
Use these tips from our Marketing Experts the next time you create a print advert for measurable success, or speak to AE about optimising your marketing.
1. Stand out from the crowd
A static graphic is less engaging than a video or animation, but good graphic design will make your advert eye-catching in a busy environment. Use bold colours, a leading statement or question, or a stunning photo to capture attention.
2. Be human
People buy from people, and including a human element in your advert makes it more tangible for people who see it. You could include a photo of someone using your product, or the name of who your potential client will deal with to make it more personable.
3. Speak to your audience
By appealing to everyone you appeal to no-one. Identify what problem you’re solving or direct benefit you’ll provide, and demonstrate that in your advert in a way that resonates. A specific use case or industry terminology can filter out irrelevant leads and is more likely to convert.
4. Deliver on a single purpose
Try not to add too much to your advert. Space is limited, so stick to one key message that connects with your target audience. This will make your ad more visually appealing, and doesn’t overload the audience with lots of information to process. You need your call to action and key message to stand out.
5. Track the results of your print advert
A QR code to your landing page blends print with digital marketing. Subscribe to a QR Code generator that tracks scans, use a Google UTM to measure website activity, and create a promocode to track sales conversions. This way you can measure ROI, and the success of the advert.
6. Create a landing page
With a bespoke landing page on your website, you have flexibility to move customers along the journey. It should be an extension of your advert, where you can add details about the product or service, gain enquiries or purchases, and allow customers to explore the rest of your website.
7. Build in wider communications
The print advert shouldn’t be the only tactic you use. An omnichannel campaign with multiple touch points is more likely to deliver results: post the messaging on your social media, follow up on leads with a phone call, exhibit at an event with the same audience. The more you are seen, the more you’ll be front of mind at the point of purchase.
Contact AE to arrange a complimentary Creative Conversation and activate your marketing success today.
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