The do’s and dont’s of advert planning…In Marketing, Publishing
Over 60 businesses promoted their products and services in Morzine Source Magazine last winter. At the end of each season, we try to touch base with as many advertisers as possible to see if they’ve measured the effectiveness of their Source advertising investment. Many do, and they always give us great feedback. Others aren’t so worried about a tangible return on their spend; they see their advert as ‘creating awareness’. The rest are usually so busy running their business, they don’t even think about it. Whatever your perspective, there’s one thing you can do right now to make sure your magazine advert is as effective as possible in our next issue.
Plan your advert carefully.
Our in-house designer is very skilled and experienced in designing business adverts for printed magazines. He’ll use your existing logos, images and the copy you provide to make sure your advert has visual impact within the magazine. But there’s plenty you can do BEFORE the design process to ensure the effectiveness of your advert.
1 – What’s your objective?
So you’ve weighed up the cost of advertising in Source Magazine and you’ve decided to give it a go. What is it you want to achieve? More customers? More social media followers? Summer business? Figure out what impact you want your advert to have, so once it’s designed and before we place it in the magazine, you can look at the final artwork objectively and ask yourself… ‘will this fulfil my objective?’
2 – Who are your market?
You know best who comes to stay in your chalet, sits on your transfer bus, orders drinks in your bar or books tables for dinner. Use images, titles and words that will appeal to these people. Writing in the language / tone / style of your market is essential. Think about how your market book their holidays and make their purchasing decisions. What makes you react to adverts that you see in magazines?
3 – What’s your headline?
Five times more people will read the headline of your advert than will read the body of your advert. So you’d better make it count. Headlines should be punchy and relevant. They should solve a problem or entice a new customer. They should never be patronising or arrogant (think: ‘we’re the best, we’re the best, we’re the best!).
4 – Should I try to do something clever or unique?
Trying to be cute, clever, funny, original and innovative in your ads is great when you’ve got a large, well-established brand. It can be very dangerous when you haven’t. The point of your business and what you’re trying to sell needs to be immediately obvious when your market sees your advert. If your point isn’t immediately obvious because you’ve tried to be too unique, you’ll loose that person forever.
5 – How much text is too much text?
Well that depends on the size of ad space you’ve booked. Whilst it’s true that the more informative your advert is, the more persuasive it will be, ads packed with text are a huge turn-off. You’re sure to know your business very well and this is the knowledge you need to use in your copy – why buy from us and why buy now? Make the most of every single last word of copy.
6 – Can I design my own advert?
Your business can’t afford a bad advert – you’re better off not advertising at all. If you’ve committed to spending money on a Source Magazine advert, but are considering cutting corners and attempting to design your own advert to save a few quid, then beware! Designing adverts for print is quite a specialist job. If your competitors have their advert professionally designed and you don’t, then who has the advantage?
A limited number of advert spaces remain in Source Winter 15. Contact Amie for further information.