A client asked me to help him submit an ad for the premiere industry magazine of his client base. He’d recently redone his web site, and now he wanted to announce his available to take on new work by buying a full-color ad that mirrored the colors of his web presence. Could I help?
Well yes. And no.
Yes, I could help him prepare the ad to the specifications of the magazine. I looked at their ad guidelines, and I can put my client’s material into a format that the magazine wants.
My focus is on web design and Internet marketing, but I have created print advertisements for clients and have also designed direct marketing campaigns. The card pictured with this post was the first salvo in a five-part mail barrage sent out by one of my clients.
The “five-part mail barrage” is where the “no” comes in. My client has good instincts about buying an ad in an industry magazine. But, his chances of gaining business from a single ad are pretty slim. The blue bird of happiness may strike, and a prospective client could see the ad and jump to the phone. Frankly, though, that’s an unlikely scenario.
Successful marketing ad campaigns involve repetition. Prospects have to get used to seeing your name, your product, your service, your offer.
An elementary school teacher friend says that kids have to be exposed to a fact five times before they can recall seeing it. That principle holds for adults and advertisements.
Rather than have my client blow his budget on a one-shot-wonder ad, we talked about how to make the appearance in the magazine part of a barrage of information. It turns out that he has been asked to present workshops at the major annual conference for his clients’ industry next spring.
Perfect! We talked about how to leverage his seminar appearance to make his single ad effective. By the time prospective clients see his name in the event announcement, see his name in the program, see his name on the presentation room doorway, and see his panel name card, his magazine ad can be memorable. “Oh, yeah. Wasn’t he the guy from the conference?”
Yes, I would be delighted to craft a print or direct mail ad for you. Of course. But, before you spend your money with me and the publisher, let’s have an effective, multiple mention campaign mapped out.