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Rule 6 Of 7 Rules To A Successful Print Advertising Campaign
(Article first published in Dec '07. It has been modified slightly to suit its publication on our site)
Advert Variety - It's The Spice of Life!
At this point we have covered a great deal about designing your ads, so now it's time to discuss running them. This is another area where business owners make a fundamental mistake - I call this the "Yellow Pages Syndrome", or in other words the concept that they can run the same ad over and over again, never even bothering to change the content.
There are basically three reasons why you should vary your ads:
- Keep It Interesting!
In rule four we discussed how it is important to standardise your key design elements to create a business identity, but that's as far as the repetition should go. When it comes to your content make sure you vary it. For many businesses there's nothing wrong with having a range of four to five ads that you rotate over time, but if you are in the retail industry even that won't do as your ads need to look as fresh as your product offering.
You also need to make sure that you have a much larger cache of offers that you can choose from and this means that you might have a set of ten to twenty different offers that you can choose from when placing each ad.
- Return On Investment
We talked about this in rule three, where we discussed that your business is not a charity that provides funding to newspapers and magazines. You run an ad to make money and having a variety of ads allows you to gauge which ad types deliver the best return. For instance if you were selling baby products, does your ad containing the image of a crying baby or smiling baby get the best return? Varying your ads allows you to test and measure how each does against another.
- Another factor to take into account is seasonality and so an ad design that works for you in the summer, may not work in the winter. But in some cases your standard design could incorporate seasonal elements to make it look fresh. So the ad you ran in August that worked so well could work fine in December by incorporating some snowmen and snow in the design, or bunnies and eggs for easter.
Next edition we discuss the final rule for print ad promotion and that's where you get yourself a promotional partner!
Franco De Bonis has worked in the field of sales and marketing promotion since 1990 and was most recently the global marketing manager for a major international technology company before setting up DG Group in January 2007.
DG Group is dedicated to delivering all the marketing solutions any company may require. Whether it's a website or leaflets and brochures, or even some product packaging; DG Group will manage the whole project and even provide guidance along the way.
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