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Getting the Best Results
from Your Print Advertising
By Michelle Evans
Every store wants the ultimate in print advertising — something
that says it all, looks great, and brings a stampede of new customers
through your door. The problem is that this is the real world. Many
of us have to fit our advertising projects in between day-to-day
priorities and then become marketing experts on the spot. Now remember,
you're competing for a limited audience with a limited attention
span, limited even further by your competition. So how can you get
results without spending a fortune? We use these tried and true
techniques to guide us through every project:
Don't just aim for "increasing sales" but "attract
new customers" or "introduce a new product line."
The more general you are here, the fewer results you'll see. You
have to know where you're going to get there!
You can do this by categorizing your current customer base and
looking for the most profitable niches. Watch for upcoming trends
in baby retail, then focus on the markets poised for growth. Look
for opportunities to create your own niche by serving those ignored
by the competition.
Rather than doing a lot of advertising in a variety of ways, establish
a strong presence in one or two mediums. Consider your goals and
target markets… What do they do? Where do they live? Where
do they shop or spend leisure time? Are they looking to save time
or money? Or do they want the best of everything? The answers will
guide you to a solution. For print advertising, baby retailers might
consider direct mail post cards, locally posted flyers, and newspaper
advertising.
Don't be shy now, say it loud and proud! Aim for something clever
but simple, headlines that the audience can relate to, and copy
that is short and sweet (bullet points work great). Play on the
emotions, imagination, or memory of your audience so that they experience
your message. Where the mind goes, the feet will follow. Concentrate
on serving the customer by showing how they can benefit by shopping
at your store. Coupons and sale promotions with a limited time frame
are excellent at generating a quick response.
Your advertising has to grab attention and separate your store
from the competition. Make sure your logo, color scheme, text, and
design styles attract your audience (not you!) and are consistent
from one media to the next. Graphics must be more than eye candy,
they have to communicate and enhance the message. High quality is
expected, so make sure everything from the paper and printing to
the design and copy are top notch. We recommend a professional graphic
designer to really "Wow!" your audience.
Don't run one or two ads and call it quits. As consumers, we're
bombarded with advertising from the time we open our eyes in the
morning until they close at night. It takes a LOT of repetition
to keep your message from being lost in the shuffle. For long-term
recognition, be persistent through good times and bad. Remind your
audience what you can do for them day in and day out. For response
to short-term promotions, go larger or in full color to call more
attention to them.
Last, but not least, find out what's really working and eliminate
what's not. Every incoming call and all new customers should be
asked where they heard about your store. Every coupon should be
tracked to its original promotion, be it newspaper, post card, flyer,
or something else. Count store traffic during sales promotions and
compare it to non-promo times. Track your results by filling out
simple forms and then compile the results on the computer to analyze
long-term results. Review this regularly and adapt your plan. Invest
in the advertising that is paying you back!
With these simple ingredients, you too can get results. Some final
thoughts to keep in mind… Plan ahead and keep it simple. Be
unique and evocative, while looking good enough to eat. Focus on
customer benefits. And don't forget — repeat, repeat, repeat
yourself!
Michelle Evans is the owner of Amazing Spaces,
an advertising and web design agency that has over 12 years of print
advertising experience and specializes in small businesses. Visit
www.amazingspaces.com
for more information.
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Copies of Baby Shop Magazine are available to independent retailers of juvenile & maternity products — including baby furniture, equipment, gifts, toys, as well as maternity & children's apparel. Click here.
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