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Print advertising is a rewarding and profitable method of marketing. For decades print advertising has been the foundation of countless successful campaigns designed to increase brand awareness, lend credibility, and of course, drive sales. But the ultimate success of a print advertisement depends largely on the work that take place prior to printing and distribution. Here are some tips that will increase the success of your first print advertisement.7 Helpful Tips •Get to know your printer. Establish a relationship with your printing company by developing a business relationship with a contact at the printer. Be sure to forward your artwork to this person for review prior to printing. Keep an open ear for suggestions and feedback by the experienced printing professional.•Request samples of print advertisements from your industry. Most printers will gladly send you samples of their past print jobs in your industry – just ask!•Hire a professional designer/writer. If you’re going to spend the money on a print advertising campaign – do it right. Hire professionals to design your ad.•Plan ahead. Before you print or distribute make sure you have concise deadlines for each facet of the ad campaign. Make sure you know where your printed marketing pieces are…and make sure you are ready to track results.•Track results. Include a coupon, specific phone number, or web link on your print piece so that you can track the success and ROI from your ad campaign.•Don’t be afraid to ask your customer how they found you. Most customers will gladly say where they saw your ad – if they do, reward them with a small discount!•Prepare for the long-term. Print ads can and will generate immediate results, but so will familiarity with your brand and company. Print advertising works better the more you do it. People will gain trust in your company when they see your ads over extended periods of time. Plan to advertise consistently for a minimum of three blasts. (A “blast” is one round of “sending out flyers” for example)
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Chris Barr is an experienced marketing professional and graduate of Christopher Newport University. Mr. Barr specializes in print advertising, business development, web business strategic positioning, and technical writing. For the lowest prices on printed flyers, newspaper inserts, brochures, menus, and postcards please visit www.printanddeliver.com
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