Page 184 - Duct Tape Marketing

168 Part III: Creating and Placing Ads

ߜ Concept and design will make or break your ad. If you’re advertising in
a high-quality and costly magazine, definitely, definitely invest in profes-
sional copywriting, design, and production to create an ad that repre-
sents you well in the highly competitive ad environment.

ߜ Success stories are built on frequent placements of small, well-
designed, black-and-white ads. If you can’t afford the production and
placement of a full-color ad, but you want to reach a magazine’s reader-
ship, run a small black-and-white or classified ad in the magazine. Use
the space to invite readers to request our color catalog, visit our Web site,
or some other invitation that allows you to use the small ad space to
lead readers to a larger, full-color presentation of your business.

ߜ Work with magazine ad reps. Explain your business, your desire to
reach the magazine’s circulation, and your budget realities. If you have
an ad that is produced and ready to go, ask to be contacted when rem-
nant space (last-minute, unsold ad space) is available — usually at a frac-
tion of the regular cost. Also inquire about regional editions or any other
means of placing your ad at a reduced rate.

ߜ Take advantage of merchandising aids available to advertisers. The
magazine may have a bingo card that invites readers to circle numbers
for additional information from advertisers. All you have to do is offer a
brochure or other free item. You’ll receive labels for all respondents — a
great way to gather inquiries and build your database (see Chapter 13).

Ask for tear sheets mounted on boards reading As Seen In XYZ Magazine
for display in your business.

ߜ Reprint color ads for use as direct mailers. Amortize the cost and lever-
age the credibility of being a major magazine advertiser by turning the
ad into a direct mailer (see Chapter 13).

Using Billboards and Out-of-Home
Advertising

Out-of-home ads include billboards, transit displays, waiting bench signs,
wall murals, building or facility signs, vehicle signs, movie theatre billboard-
style ads, and even flyover signs. Look around your market area. See where
your prospect is apt to be waiting, standing, or sitting, and you’ll probably
find an advertising opportunity, usually accompanied by the name of the
company to contact for advertising information.