If you have a small or medium-sized business, there are some important things to consider when launching your print advertising campaign. If you’ve never advertised before, you’ll likely have thousands of questions in your head, from fonts to use to which post to advertise your ad with.
With all of these questions revolving around your mind, it’s easy to make simple mistakes. To help you get the most out of your print advertising campaign, here are some common mistakes you should avoid and where you can get help creating an effective campaign.
Advertising without search
Advertising is great, but it won’t be effective if you target the wrong audience or use the wrong message. Before placing your ad, you should take the time to find some information about the people most likely to buy your product.
Research the competition to see what your competition is doing. What types of ads do they create? Who are they targeting? What solutions do they bring to their audience’s problems? Having the answers to these questions will determine what your ad looks like, where you place it, and how effective you can be.
Do not define your target audience
The biggest brand you can make with print ads and digital ads is to create a campaign without defining your target audience first. If you don’t know who your customers are, how can you write the right message? If you want to get a return on your investment or be successful with your print marketing campaign, you need to know exactly who your market is.
Do you want to sell to women aged 40 to 60? Do you want to offer services to young people? Is your product intended for men aged 18 to 35? Do they live in your area or do you offer a product to a national audience? Ask yourself these questions before you begin.
Neglecting brand consistency
Each of your print marketing campaigns should be designed with a specific goal in mind, but you should also remember to think about the overall consistency of your brand. Whatever features you put into your marketing plan should be consistent with your brand identity. Think about the successful advertisements you see online, in print, or on TV. What sets these brands apart? What about their ads that are instantly recognizable to you before you even see their name?
Brand consistency is key to identifying you with your audience. If you are consistent in each of your print advertising campaigns, you will help your audience make connections between what they see today and what they have seen of your brand in the past.
Sell product features instead of benefits
You may be fully convinced that the features of your product are amazing, but your prospects will buy for more emotional reasons. Take your characteristics as facts. They present evidence of the quality and function of your product, but they don’t get an emotional response from your audience.
For example, your skin care line may only use organic and naturally sourced ingredients. However, your potential buyer wants to know what the benefits of this feature are. Instead of mentioning the ingredients in your product, let them know that those ingredients are environmentally friendly, great for sensitive skin, and have a low carbon footprint. In this way, you appeal to your customers’ emotional desire for products that are safe to use on a daily basis and that do not harm the environment.
Make ordering difficult for people
Your print ad should make a purchase as easy as possible for your customers. This is not an area where you have to cut corners and try to save money. If your prospects want to contact you immediately with questions, they should be able to walk into a private chat room on your website or pick up the phone and call you directly.
They shouldn’t have to visit your website first to get your number or browse endless web pages to get to your email. Always include your full contact details in your call to action and let prospects choose how they want to contact you to place an order.
Selecting the wrong post
If you’ve ever flipped through the pages of a fashion magazine, chances are you won’t see advertisements for golf clubs. Indeed, running an ad like golf clubs in a publication like Vogue magazine would be a waste of time and money for that advertiser.
Choosing the wrong post is a huge mistake that you don’t want to make. In most cases, your product is aimed at a specific target audience. The post you choose will impact the number of people in your target audience who see your ad. You shouldn’t choose a random post to run your ad and hope for the best. You need to find a post that has an audience that matches your product.
How Macromark can help you with your advertising campaign
Setting up your ad campaign is a lot of work and there are many easy mistakes to make if this is your first campaign or if you are new to your market. But with the help of a marketing agency, you can learn from industry experts and avoid these mistakes. Our professionals can help you make sure you target your audience, create a clear and motivating message, and stay on budget to achieve your goals.
AT Macromark, we specialize in helping our clients create strong, effective and successful advertising campaigns in newspaper and print. Our variety of services can be customized to suit your business goals, and we have packages that can work with a range of budgets. No matter the size of your organization, we can help you target your audience, retain your customers, and build your reputation with your audience as a business they can trust. If you need help grabbing the attention of your readers and building an effective advertising campaign, consider working with our print advertising agency.
For more information on print media advertising and how we can help you grow your business, Contact us at 1- (845) -230-6300.