Friday, October 25, 2013

How to Test Your Printed Materials Advertising Campaign

Print advertising differs from television advertising campaigns. Television advertisements are normally limited to a 15 to 30 second slot. A lasting and impressionable image must be created within a few seconds. However, print materials advertisements are not bound by time, like television ads. Instead, printed advertising is bound by space.  An advertisement could be a single page flyer or fractional page spread, but the goal remains to communicate a message to the target market.

Measuring Quality
The reader is in complete control of their experience while reading a printed advertisement. This means that even though a printed advertisement is placed in high circulation and reaches a great number of readers, it does not mean it is effective. Even if readers look at an advertisement, it does not mean that it motivates them to any action.

Variety is Crucial
The method of evaluation should be multifaceted when determining the effectiveness of an advertisement. Testing for only one measure makes it difficult to draw comprehensive conclusions. Advertisements should be analyzed before with pretests and assessed afterwards with post tests to gather the most precise data about a campaign.

Metrics
Metrics to use during testing can include audience engagement, interaction rate, interaction over time, or length of time engaging with the advertisementCommon metrics for brand effectiveness include: ad recall, whether or not a brand is favorite, and purchase intent.

Suggested Tests
While it is highly recommended that you conduct some sort of testing on your advertising campaigns, the level of accuracy in your conclusions is affected by how much you invest. Simple post testing methods such as inquiry tests account for how many inquiries were made about your product after the printed advertisement went into circulation. Focus groups and well designed questionnaires give you more information, but require more investment. Highly structured laboratory research eliminates variables, but removes the ability to observe natural behavior in the field.


Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.

Saturday, October 19, 2013

How Printed Materials and Advertising Engages Readers


Although online marketing is a growing resource for product and service promotion, print advertising still creates a significant impact on those who pick up your advertisement. Both online and print advertising can be designed to target a certain group for maximum effect. However, print advertising is tactile. The reader can hold on to it, or pass it off to a friend. Online advertisements are gone as soon as the reader clicks away from the page.

The Brain
A recent study shows that print outperforms television by 38%. It can be speculated that this has something to do with how the brain processes memory. In order to read effectively, the reader must engage at a higher level. In fact, when you read your brain only spends about 5% of its time fixating on the print, gathering about four units of meaning from the page per second. It spends the rest of the  95% of the time reflecting upon the information received.

The Design
The above information is a key element in advertising design. Successful advertisements are easy to scan. This means readers can get the overall meaning of an advertisement in a few seconds, with the enticement to read on further for details. Print advertising doesn't have to be flashy, especially if it is representing a more conservative entity. However, the advertisement still needs to be clear and concise to be effective. Attention should be drawn to the main idea of the campaign without muddling the reader's mind with unnecessary details.  

Think about an advertisement in print you saw recently. It could be in the form of a magazine, flyer or brochure. Why do you remember this advertisement? What words stood out to you the most?

The Action Plan

Print advertising leaves an impression on readers when it is designed well. Advertisements that appeal to the fast and selective nature of reading have a higher chance of connecting with a target market. Use your market research to design a memorable print ad for your customers.

Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.

Thursday, October 17, 2013

Marketing your business through Trial, Continuity, Brand-Switch and Switch-Back Strategies.


It is incredibly important market your business through Trial, Continuity, Brand-Switch and Switch-Back objectives. Your products and services need to stay fresh on the minds of your target market. Use the suggested ideas, but don't limit yourself. Stand out by creating new promotional strategies.

Trial
 The trial phase is for those who are trying to encourage new purchases of a product. You can target a untouched group of people with an existing product or advertise something completely new. Press releases are prestigious ways to make an announcement. Sharing this press release on social media helps connect with your audience personally, while linking it back to your website helps improve Google search rankings. Use print advertising to reach those who communicate better off the web.
TRY: Press Releases, Free Promotional Giveaways, and Paid Magazine Advertisements.

Continuity
While advertising a product your customers already buy may seem like an added business cost, it is crucial for developing brand loyalty. This offers new or different information about a product that existing customers already buy. Without continuity advertising, your customers may be enticed by your competitors to by their products instead. Social Media, like Facebook and Twitter allow you to keep in contact with your customers on a regular basis. Joining local organizations helps you build relationships with your customers face-to-face.
TRY: Social Media, Join Local Organizations, TV, Radio

Brand-Switch
Some of the easiest sales on your product can be made from customers who are looking for something better. Compare the quality of your product with your competitors. Some customers may be looking to save money on a cheaper product, and some customers may be looking for a product that is made with superior materials. Sales people and referral partners can help you find potential customers that are ready to make the switch in advance.
TRY: Developing a Referral Partnership, Hiring a Salesperson.

Switch-back
Switchback advertising is a way to regain brand loyalty after it is lost. The switch-backing phase is a normal part of marketing ebb and flow. Search engine optimization (SEO) and paid online advertising like Google AdWords increases your visibility online. Responding to customer complaints and concerns on online forums gives you a chance to re-establish your relationship.
TRY: Online Forums Responses, Search Engine Optimization, and Paid Online Advertising


About GravesPrinting.com
Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.

Tuesday, October 15, 2013

Marketing Feng Shui: Why You Still Need Print


There is nothing more important for advertising than balance, balance, balance. While businesses can reach millions of people through Google Adwords and social media platforms, that strategy is incredibly weak without a personal connection. Print media is a way establish a bond with your target market that lasts far longer than a fleeting website banner.

Reach People
The most important part of an advertising campaign is people. Successful advertising requires people to view your ad, people to buy your product, and people to talk about your product with other people.
Finding balance in your advertising strategy is crucial to your success. Online advertising is cheaper and potentially reaches far more people in volume than print, but it cannot stand alone. For example, The Atlantic online magazine recently published an article that the average person only clicks one out of every 2,000 Facebook ads they see. Although Google Adwords and Facebook can target your market through algorithms, lasting connections are made through personal interaction.  

Connect with People
Print marketing differs from online marketing because it can be held. Google Adwords is incredibly convenient to use, but it will never replace the personal impact that print media can have on your market. Physically handing someone a brochure at a networking meeting or expo event attaches a face to your brand. The more tangible your campaign is, the more valuable your advertisement will be.

Engage with People
Print advertising allows you to catch people in the moment. Find a place and time where your customers would be most interested in buying your product. For example, at an Iron Man triathlon, a bicycle shop can offer discount flyers for new tires. Customers may be less interested in purchasing tires while at home and checking their Newsfeed. Instead, find their continuity of thought by using printed material at the right time.

Connecting and engaging with people is a smart way to increase sales. Human beings crave relationships with other human beings. This is why printed marketing materials will never go out of style in our increasingly digital age.


Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.

Friday, October 11, 2013

Partner to Promote Your Business!!

Advertising is an integral part to business success. What strategy you use to promote your product depends on your budget and your time constraints.

What Is an Advertising Agency?
An advertising agency is a firm that creates new ideas to promote your business. This includes print, radio, television, and internet ads. The agency identifies the amount of space you need, or the amount of time, and then locates an appropriate entity to publish your advertisement. An advertising agency will often plan and conduct your advertising campaigns for you. They usually have a wealth of knowledge about how to best apply your advertisement. This information is gathered from market research and surveys. The agency is a third party who provides their services on your behalf to promote your product.

Should I Use an Advertising Agency?
Advertising agencies generally provide an alleviation of tasks associated with marketing that a business owner may not be interested in doing. However, using an advertising agency adds a cost to doing business. Business owners seeking to maximize their profits by reducing expenses may need to find an alternative way to market their products.

Alternative Strategies for Publishing Media Advertisements
Instead of hiring an agency, business owners are advised to send their advertisements directly to the publisher. This requires the business owner to spend additional time to perform the tasks that an agency would do otherwise. However, a business owner can save up to 15 to 20% of their media expense by sending their advertisements directly to the publisher.


This ultimately gives the business owner more control of the advertising campaign. The business owner can select specific channels he or she wishes to take advantage of. This also gives an opportunity to utilize existing relationships with networking partners who specialize in media publications. Which method would best suit your business objectives?

Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.