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Tip of the Month: Add a New Dimension to Your Print Ad and Watch Impressive Results Happen

Despite the digital age we live in, print advertising as a marketing medium is very alive and well. As a matter of fact, for companies that have creatively explored new strategies, it is generating results beyond expectations. According to a recent study published by Gfk Starch Communications entitled Do Spectacular Ads Generate Spectacular Results?, ads that are truly unique and have a new dimension to them can cause a profound impact on the audience.

The study questioned 400,000 people in person and included 500,000 ads in most all product categories. The audience's reactions to the ads were analyzed across three categories: "noted," which is the number of readers who remembered seeing the ad; "associated," which is the number of readers who could tell the name of the advertiser; and "read most," which is the number of readers who actually read half or more of the copy.

Interesting findings revealed by the study:

• Multi-page ad inserts printed on unique paper stock get more attention.
  Readers noted two-page, four-color ad inserts, which is printed separately from the magazine, at a 7% higher rate than they noted the average two-page, four-color ad spread in the magazine. Two-page, four-color ad inserts with a scented strip were read by women at a level 136% higher than the most common two-page, four color magazine spread.
• Ads with texture cause a much greater impact.
  Aquafina Sparkling Water's two-page insert that featured a different element -- bubble wrap as the water inside the bottle, generated a fantastic response. 96% of the readers stated that they remembered seeing the ad, while 95% were sure who the advertiser was. An even more impressive number: 82% of the readers that said they had read some of the ad messages.

Read more about the study at: http://stage.nopworld.com/news/GfKStarchReportPowerofSpectacularAds.htm

Effective Advertising, Continued: Are You Using All 12 Cs?

Duane Sprague, author of Power Advertising with a Branding Campaign, did a fantastic job listing the essentials of effective advertising. Similar to the 4 Cs of selecting a diamond (Cut, Clarity, Color, and Caret), he presented the industry with the12 Cs of advertising. When all elements work in harmony, the end result is impressive. In the last issue of The Intentional, we covered the first four. Below, we continue with the next four:

5. Communication. You need to establish a dialogue with your prospects, which requires a response device (phone, self addressed and stamped reply card, email, etc), a database of responders, and a timely follow-up system.
6. Commitment. You must stay committed to your advertising, your schedule, your look and your branding message. Otherwise you lose the equity position you created.
7. Consistency. There are two conflicting theories in advertising. One is the theory of frequency, which claims that people must see or hear an ad at least three times before they will notice and act upon it. The other is recency. The recency theory makes more common sense, because it claims that only one impression is required, if it is made upon a person that is actually in the market to buy. (...) The recency theory hinges on the idea that is far more important to cast a wide net using mass media, and be seen or heard by those people who are in the market, just before they are ready to buy.
8. Combination. In order to capitalize on the recency theory, you need to get in front of as many potential buyers as possible on a regular basis. (This requires a media mix combining different advertising mediums such as print (newspaper, magazine, inserts), TV, radio, and internet).

Don't miss the last four Cs in the next issue of The Intentional.

Company Identity: The difference it makes when done right

It doesn't matter what business you are in, first impressions are vital. Most everyone makes snap judgments on whether something appeals to them or not. Have you ever walked into a restaurant and then immediately walked out because of a bad 'vibe' you got from the place? Whether it was the dirty floors and messy tables, or the smell of the place, you didn't even give it a chance. It could have been just that one day that they were short-staffed. It doesn't matter, that very first impression you felt is now stuck in your head and you will never go back there.

Investing wisely in the creation of your company's image and making sure it is clearly reflected across all client touch points, will ensure that you're making the right first impression. It starts with your name, logo, business cards and handshake. Everything you put in front of your client, whether tangible or non-tangible, should create a positive impact and reflect your brand.

Most small business managers rarely have the time, or bandwidth, to think about "company identity" or "branding" in the same way large companies do. They would rather allocate funds towards an advertising campaign than to hire professionals to create their business name, logo, mission statement, value proposition, and all other elements involved in building the image of a business.

Whether your company is just you in your home office, or a 30,000-employee business, if your objective is to stand out from your competitors, developing a strong company identity will surely help you. Here are the reasons why business leaders invest time and money in building the right image for their companies:

• To improve awareness and recognition
• Build trust with their clients and prospects
• Gain a competitive advantage
• Generate higher revenues and volumes
• Have more loyal customers
• Lower marketing expenses and higher return on investments

If you're interested in learning more, contact us to schedule a free consultation.

What We're Reading

Duct Tape Marketing — The World's Most Practical Small Business Marketing Guide, by Jay John Jantsch

Why do we recommend it? The book is truly one of the most practical 'how-to' marketing guides for small business we have ever read. In the first section, John Jantsch gives insight as to how companies can create a strong image to attract and keep loyal customers. In the following sections he talks about specific marketing tactics, how to make them really work for your business, and how to successfully plan for the years ahead. What is great about Jantsch's ideas presented in this book is that if executed right, they will generate impressive results.

In the next issue:

• Search Engine Optimization: Dos and Don'ts
• Internet Marketing: How to Launch Successful Viral Campaigns
• The completion of the 12Cs of Advertising.