So, this publication phones you, saying, “We’ve got a last minute deal on a full page”. You book it, then decide on how to fill it – why? Maybe because it’s too good a proposition to miss – or is it? Ad hoc media buying isn’t necessarily wrong, however there are a few basics you need to cover to ensure you maximise the return on your advertising investment.
These are as follows:
What is the purpose of the advertisement?
Announcement; product launch; generate sales enquiries; sell off the page; or even awareness.
Does it reach your target audience?
Do your research, ask for a media pack to identify who are the primary readers or viewers.
What are the key messages?
What are the unique selling points for your product/service. What information do you need to deliver?
Including an offer; adding testimonials; adding a killer headline; what makes your product/service stand out; adding product or service benefits; or indeed, using a professional marketing company to get the most out of your investment.
What is the call to action?
What do you want people to do next? There needs to be a next logical step.
Of course there is much more including: Who is going to pick up the leads? Who is going to monitor the results and check the return on your investment? Who is ensuring the whole team know about the advertising campaign, its purpose and how they can play their part to maximise every opportunity?
Peter has been working on behalf of IQ Fire Solutions over the past three years. He has given guidance and help on all aspects of marketing, including digital advertising campaigns, reporting, website design, and other lead-generation projects. He is professional, friendly and great fun to work with. I would not hesitate to recommend his services.
Jo Nicholl, Business Support Manager – IQ Fire Solutions