How is your Newspaper advertising going ?
A number of readers telling me that their Yellow Pages were fantastic and the results that they were getting were great! I had just as many readers congratulate me on discussing that very subject, they were also very passionate about...
The thing is, when looking at our marketing, we shouldn't place all our eggs in one basket and in addition to this, how we advertise (present our message) is as important as the medium we use...
How did your last newspaper ad do?
Here's one of the biggest mistakes made by business owners with their marketing. They don't measure their return on investment! Return on investment (ROI) is easy to measure. Basically, if I spend $1 on ad, I want to know how much that will bring me back.
Many times, you will see ROI described as a ratio, like 1:1 or 3 to 1.
What's a good ROI for a marketing piece?
Well, many marketers say break even, and some will even take a loss on the front end, and make it up on back end sales. I believe your advertising should pay for itself, immediately, if it isn't you've got some work to do...
By the way, you should also measure the referrals those initial clients produce as well.
I keep a spreadsheet of all marketing things that I do. It has all the new clients listed and the amount I paid for the marketing.
If I was just measuring the amount of new clients this advertising brought in, it would be difficult to compare this ad to others. By measuring your ad's return on investment -- instead of just the total number of new ones -- it takes into account the quality of those clients.
Why go to all this trouble to track ROI?
Because next time you have money to market with, you will know where to put it. You will have a track record of the different marketing you have done. Also, you can compare different ads against each other, and see which one "pulled" the best. This information will help guide you in your future marketing plan.
Did you know with newspaper advertising...
- An ad is better placed in the first 7 pages of the paper and on the right hand side
- A photo boosts an ad by 20% with simple line art
- Testing the success of an ad on your existing customers, saves you and makes you a fortune
- Same sized ads with full colour are noticed 20 % more often than black and white ads, and are read 62 % more often
- Ads that display a product in use, are noticed 25% more often and receive most-read scores 30% higher than ads with no product portrayed
- Ads with prices are noted 80% more frequently than ads without prices
- If an ad is good, well written and aimed at your target market, you will achieve an immediate return on investment
- A bad, large ad will fail as badly as a small ad, but will cost you so much more...
- A good full page ad will generate more than 4 times the sales of that same ad in a 1/4 page size
- Full page ads are noted 39 % more than quarter page ads
- Placing an ad next to editorial as opposed to with other ads, has no impact on the ad being read
If you want to run your ads past the team at ABC Business Improvement, drop us a line (email them through) and we will give you some honest feedback and some tips to make them more successful...
Warm regards,
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