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Ask the Experts

Question: What are the first steps I should take to plan a print advertising campaign for my small store?

Answer: Print can be a terrific way to advertise your small store or business. There are two equally important steps in developing a successful print ad campaign. The first step is to create a strong ad with a compelling message. When creating your ad, make sure you define very clearly the benefits of doing business with you. Do you offer better pricing? Better selection? More convenient hours? It’s not enough just to say you exist.

Once you have the right ad, the second step is to decide where to place it. There are many print publications available including daily and weekly newspapers as well as specialty publications focused on specific interests. Determine who your target market is and which publication is best suited to reach them. For many, the best way to reach the masses is through the daily newspaper.

While many consider print advertising a great way to attract short-term attention to their store for a sale or special event, the real benefits of print advertising are realized over time. Company’s that are successful in print deliver a regular and consistent message that helps them maintain top-of-the-mind awareness with potential customers.

If your first reaction is that you don’t have the budget necessary to do that, there are several ways to extend your print advertising budget. First, consider an annual contract where you receive discounted rates for agreeing to a certain level of advertising for the course of the year. Even modest contracts can provide you with a substantial discount from the open rate and make it much more affordable.

Another consideration, when available, is to “zone” your print purchase. When you purchase only a specific zone within a newspapers circulation, you narrow the geographic area that your advertising message is delivered, making it more targeted and less costly. For sales or short-term promotions, you can take advantage of multi-insert discounts. By placing the same ad multiple times during the same week, newspapers offer discounts as high as 50% depending on the number of ads placed.

If you’re serious about a print campaign, do your homework and investigate all the possible pricing structures, but remember you won’t be successful in print without an ad with a compelling message. Steve Mayhew is President and Founder of Momentum Advertising & Design, a full- service advertising agency specializing in marketing, creative design and media planning.

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