Sales & Marketing Consultant, Bestselling Author & Business Motivational Speaker

As valuable as it is to use interactive media like websites and social networking sites, print media cannot take a back-seat in marketing. There are some things print media can do that just cannot be replicated on the Web. Many people get an emotional connection with things like catalogues, magazines and the hybrid magalogs, but they are not as connected with websites. Often, consumers are text messaging or on the phone, surfing the Web and listening to music all at the same time; making it hard to focus on advertisements on websites. Reading a magazine takes a bit more effort and concentration than browsing websites.

• Provide Portability to Potential Customers

Including print publications can increase readership, primarily due to its portability. Laptops and cell phones are also very portable, but are a bit more awkward to handle on trains or buses, in the bathroom or while in the waiting room at a doctors office. Continuing with the idea of portability, magazines do not require a particular service area or even power; candlelight will do for reading.

• Elicit an Emotional Response with a Content-rich, Visually Appealing Promotion

A strong, visually-appealing promotion with solid content will ensure that the brand stays with the person reading the magazine or catalogue By providing a print publication, consumers can make more of a connection with the information you have given them. Often, the success of a marketing campaign has everything to do with the way people respond emotionally to an advertisement or other promotional material. Just the act of holding something in one’s hand elicits some positive emotion because it brings people back to a more physically connected, slower-paced time.

• Combine Print Media with Online Media for a Successful Marketing Mix

The combination of print marketing and online marketing is a recipe for a successful marketing mix. Be sure to include links, on all your print materials, to your website, social network page (e.g., Facebook page) or blog. Use technology to your advantage with interactive media which can turn print pages into a virtual flip-book or interactive catalogue

Connect smart-phone-owning potential customers with your website, contact information, social network page, etc. by adding quick response (QR) codes to your printed materials.  Quick response codes make it easier for potential customers to get information about a product or service and for marketers to keep track of user statistics; it also drives traffic to their websites. These bar-codes are two-dimensional like their earlier counterparts, but look more akin to ink blots.

A powerful marketing strategy will be multi-pronged; not letting new technologies overshadow traditional tools like print media. One reason to include print media in the mix is that it still has an advantage over online media; evoking an emotional reaction. However, the two marketing methods can easily be put together through things like putting QR codes on catalogues and including links to online company resources.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

(Holly at the curry house!)

5 years ago we moved house and unfortunately we were now 20 miles away from the curry house that we used to call “home”

We were regulars and we were treated like royalty.

It was very successful because of the quality of the food, the service and was mainly populated by locals and word of mouth.

It was a last minute thing but last week we decided to drive the 20 miles to see old friends at the curry house and to take our 4 year old for her first Balti!

Once again as we arrived they remembered us and made a fuss of our Holly and we had a magnificent meal. I spoke to the waiters and the manager who expressed their concern about how the economy was affected their business.

“Regulars only come in once a month now when before it was two times a month and the snow before xmas nearly killed us off” said the Manager

“What do you do to market yourselves?” I replied

“Nothing. We rely on regulars and word of mouth” he said

I was amazed!

That attitude might be ok when the economy is in a good state but not when pennies are tight. The manager had the attitude of “Build it and they will come” which is a recipe for disaster.

No leaflet drops, no special offer adverts, no in-house promotions – nothing!

It was really sad for me to hear.

Of course I gave them my two penneth of advice before I left!

So build it and they will come still exists, I hope that it’s not the same with your business.

Happy marketing

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

Despite the decline in print publications and the rise in internet marketing, print advertising is still an effective method for getting the word out about your products and services. The trick to running a successful print campaign, however, depends on your abililty to avoid a few common mistakes when designing your ads.

Trying to be Different

No two marketing campains are alike but I can guarantee one thing. Every single marketing team in the country is gathered around the conference room table asking “how can we  be different.” In our quest to become different we often stray too far out of the box and either gain negative attention or no attention at all. Sit back, be cool, and let the others do strange things. Your clients will appreciate you for acting normal.

Focusing on Features

There is a huge difference between benefits and features. Features are added perks. Benefits are things your clients can use. Make sure your advertising method focuses on the features your product has to offer – the things that will help your client to grow his own business.

Overlooking Current Customers

Don’t forget to design print ads that target your current customers. They’re already interested in what you have to offer but won’t know about new services and features unless you make them aware.

Running a Short Campaign

Advertising is tricky and if you plan on running a print campaign you need to be prepared to give it at least a year to work. A lot of businesses give up after 3-6 months because they don’t see results and can’t afford to continue but the truth is that their brand simply isn’t well-known yet.

Changing Your Ads

It may be tempting to change your advertisements frequently but the truth is that you need to pick a general ad template and let it ride for a longer period of time. You can change the information about your seasonal specials but the overall layout should stay the same in order to avoid confusing your customers.

Avoid these mistakes and you’ll likely see better results from your print advertisements, even if it takes a while to get them going. Good luck!

Sean

Sean McPheat

Marketing Consultant – Motivational Speaker – Sales Expert

Yesterday we talked about postcard campaigns and why, despite the popularity of the internet, they’re still effective. The same applies to a regular print advertising campaign as well – such as those you might place in a newspaper or magazine. There’s simply no reason to limit yourself when it comes to advertising.

Today I want to share a few print advertising “Do’s and Don’ts” in the hopes you’ll be able to enhance your own print ads to see greater success.

DO NOT focus on the size of your advertisement. In print, bigger is not always better and will only cost you extra money. It’s better to spend you marketing money on reprinting the ad several times than by making it larger.

DO write your own advertisement copy. You might agree to let your advertising company revise or edit the copy, but you’ll be happiest if the first draft is your own. You are the only person who can paint a picture of the type of message you want to convey.

DO NOT forget the headline. We’ve mentioned this before, but it is certainly worth repeating. Your headline is what will draw your readers in and it’s the first thing most readers look at. If you don’t have a good headline, don’t expect a great response. Period.

DO make your point in as few words as possible. We’re talking about an advertisement here – not your average cales letter. Make lists with bullet points (readers love those) and delete any words that aren’t absolutely necessary.

DO NOT overuse cliches. One or two commonly used cliches may help you to make your point but any more than that and you’ll just be viewed as excessive. Make sure the cliches you use are truthful and won’t accidentally misrepresent your products or services.

Follow these guidelines as you prepare your physical copy and you’ll be amazed at how professional the final result appears. Let me know how your design process goes!

Sean

Sales Expert - Marketing Consultant – Motivational Speaker