Timely
Tidbits from Media II Advertising, Public Relations, Sales
Promotion
Is
Print Advertising Dead?
As many of you
know, we have several communications tools to bring sales
leads to your door:
-
Targeted
direct mail campaigns that bring a 3 to 5% response
rates,
-
Opt-in
email ads that result in 10 to 25% click through rates
-
News
releases that deliver sales leads from 2 to $6 each,
-
Web
site banner ads that deliver 1 to 10% click through
rates.
So, why
would anyone use a large portion of their budget for print
advertising that usually returns a much lower response
rate than direct mail, email banner ads, or news releases?
-
Creating
awareness in the market is the first reason. Unlike
these other communications tactics, persistent advertising
builds awareness of your company, the products and
services it provides, and the benefits it offers.
So what does this awareness do for you?
-
It helps
your sales people and distributors have an easier
time getting an appointment to see a buyer. Familiarity
builds trust. Print advertising builds familiarity.
-
Advertising
also increases the response rates for direct mail,
email and news release efforts. Same reason: People
are more inclined to respond to an offer from a company
they are familiar with.
-
Building
awareness also helps customers remember your company
when a need for its product or services arises. Direct
mail, email ads and news releases do a terrific job
of generating leads from customers with an immediate
need. Only persistent advertising can help them remember
that you are there when you need them.
Market reach
is the next reason. Today's business-to-business opt-in
email lists only account for 10 to 25% of the total market.
If you are using this communications tool alone, you are
missing 75 to 90% of the market. The same holds true for
banner ads on web sites. Putting all your eggs in this
basket means your missing a bigger share of the market.
Advertising
isn't dead. It is a valuable tool in the communications
mix. Use advertising to influence and create awareness
in your primary markets. Supplement that reach with news
releases that can also take you to smaller as well as
new markets. Use direct mail, email ads, and banner ads
to rifle shot target markets.
Communications
Errors You Can Avoid
Over the years, we've seen companies
large and small stumble when it comes to effectively communicating
messages to customers, prospects and employees. Here are
common foibles and some suggestions for better communications.
What Did You Say?
Using your company's acronyms and
internal buzz words can be just downright incomprehensible
to many that you are trying to communicate with. If you
do use an acronym, make sure you spell out its meaning
clearly within your document. Remember, not all, or even
most, of your potential customers are industry insiders.
When in doubt, read a trade magazine that serves your
industry. Use the terms their editors and writers use
for your products and services.
Hiding the Benefit
It's sometimes easy to get wrapped
up in the technologies and effort that makes your widget
a wonderful thing – and bury the benefits of the
widget to the reader. Remember, you buy a watch for its
ability to keep accurate time and withstand environmental
conditions – how it works just supports those claims.
Always lead with the benefits and follow-up with the features.
A Picture is Still Worth a
Thousand Words
In advertising, you only have a
second or two to get your point across before the reader
turns the page. An intriguing photo or illustration, a
strong headline to explain it, and "get to the point"
lead-in copy to pay it all off are still the key elements
for effective communications.
OK, So What Do You Want the
Reader To Do?
Too many ads, mailers, web sites,
and broadcast email messages don't ask the reader to do
anything in particular. Be a good salesperson and ask
for the customer to take the next step in the buying process:
Ask for a free guide, call for a demonstration, see your
web site for a limited time offer or demonstration, etc.
Why Not
to Buy an Ad Because You Got a Deal
The advertising market is very
soft right now and we've seen some unbelievable deals
from magazine publishers trying to fill ad pages in their
publications. While it is a buyer's market, buyer beware.
Before you commit to that low price, make sure the publication
is the most effective one that reaches your market. Review
the publication's BPA statement along with the statements
of competing publications. These statements show you by
industry, job title, and geographic region, who the individuals
are that receive the publication. In some instances, these
statements will also include products and services purchased
by the recipients of the magazine. A small amount of research
can help you spend your communications dollars more wisely.
Why
Men Don't Read the Instructions
Because they often don't make sense.
Some examples:
-
Inside the cap of liquid radiator
sealant, "Caution: Do not lick lid."
-
On a box of Pop-Tarts: "Warning:
Pastry filling may be hot when heated."
-
From a computer installation
manual: "Do not dangle mouse by its cable or
throw mouse at coworkers."
Register
to Win a Jim Thome and a Bob Feller Autographed Baseball
With the end of the baseball season
drawing to a close (for the Cleveland Indians anyway),
we're winding down our autographed baseball promotion.
To enter our drawing to win autographed baseballs from
these Cleveland favorites, log on to our web site, www.mediaii.com
We've
Been Busy
Over the past few weeks, we've
been busy helping clients with a variety of projects.
Here are a few highlights:
-
Complete web site upgrade for
a manufacturer of engineered composites.
-
A full branding campaign for
an online training firm that included literature,
ads, mailers, tradeshow booth, etc.
-
Monthly email ad campaign for
a manufacturer of electronic components that is averaging
600 web site hits per month.
-
New ad campaign and PR effort
for a manufacturer of steel products.
-
A branding campaign for a
service company that includes the development of its
corporate identity, web site, literature, and PR program.
-
Print and email ad campaigns
for a software developer.
-
Commercial marketing research
for a manufacturer of electronic equipment.
Of course, we'd like to be busier.
Remember us for your next marketing communications project
or campaign.
Pros
for Hire
We're happy to report that several
of the Pros for Hire we have listed in this space in previous
months have new positions. If you are interested in any
of the Pros for Hire below, contact us for a copy of their
resume. Or, if you are looking for a position, let us
know and we'll add you to this section free.
- Canadian Sales & Marketing
Manager, Electrical & Automation Products.
- Sales & Marketing Manager,
Electronic Components / Automotive Products
- Marketing Communications Manager
Quote
of the Month
In the confrontation between the
stream and the rock, the stream always wins – not
through strength but by perseverance.
– H. Jackson Brown
If you have a topic you would like to
see us address or if you would prefer not to receive this
newsletter, please let us know. Email roy@mediaii.com |
