You want to grow your business, so you’ve decided to place an ad in a local publication. But how will you know if the campaign has been successful? Only by knowing what works and what doesn’t will you be able to truly measure the impact of your ad.
We’ve tapped into our years of experience to put together the following guide that will help you to create a measurable printed ad:
Make sure it can actually be measured
Your ad should include messaging that asks the consumer to perform an action or provide a response. Use a powerful call to action (you can read more about those here that will prompt them to do something specific, such as calling a number to redeem an offer. Be sure to mention the benefit they’ll get from responding so they feel like it will be worthwhile!)
Create an ad unique to the Local Answer
Rather than using the same campaign that you’re running elsewhere, making an ad that’s specific to the advertising magazine makes it easier to measure and gives a more honest idea of how well it’s working for you.
Here are a few ways to do this:
● Promote a particular service or product that you don’t really advertise elsewhere
● You could set up a bespoke phone number to be used only for this ad
● Create a page on your website specifically for Local Answer readers. Tailor the content of this page so that it’s in-line with the messaging in the ad so that the customer journey flows well and is uninterrupted
● Consider offering an exclusive Local Answer discount code that the audience needs to quote. This way, you know they’ve come to you through seeing the printed ad
Don’t be afraid to brainstorm and come up with a few different ad concepts. Think about two or three variations of an ad and have a slight change in each version. We’d recommend only changing one aspect of each ad so that you can easily identify which element is effective.
You can then run the ads in consecutive issues of an advertising magazine, like the Local Answer, and see which one achieved the most enquiries/sales.
By implementing some of these approaches, you’ll be able to monitor the performance of your ad. If you’d like more information about the Local Answer, we’d really love to hear from you. Contact Yvette on 01642 296523, Monday to Thursday, 9am to 4pm.