10 Ways to Measure Your ROI When Using Kansas City Advertising

A newspaper, coffee cup, and calculator sit on a computer desk

It’s hard to say what marketing strategy is the most effective since they’re all different. However, no one can argue that a marketing strategy shouldn’t be measured by its return on investment (ROI). This blog post will explore ten ways you can use Kansas City advertising services to measure your ROI.

 

1.) Invest in Custom Contact Information

Purchasing print advertising can be a large undertaking, but it’s worth the investment if you’re able to collect customer contact information. Even a small amount of customer data can help determine ROI. Whether it’s a name, address, email address, or phone number -having something more than “Google generated” and “unsubscribe” data is crucial to better advertising results.

 

2.) Keep Track of Referrals

Kansas City advertising is all about getting customers through referrals. By asking for referrals and rewarding customers that give you more business, you can increase your ROI by attracting more people who will use your services. But you will also want to keep track of how many people are giving new customers to your company when they refer you. You can use a referral tracking program like the ones at HubSpot and Raven Tools or simply add their name to an Excel spreadsheet.

 

3.) Consider the Cost of Customer Acquisition

Many companies are making the leap from traditional advertising to online marketing, although there’s a difference between the costs of acquiring customers through print advertising. By using tools like the ones provided by HubSpot and Lead Forensics, you can determine the cost of customer acquisition (COCA) and compare that with your Kansas City ad costs. The better the ROI of each marketing channel, the more money you’ll be able to spend on that channel.

 

4.) Increase Your Reach

Consider a joint announcement with another company in your industry to help increase your market share without increasing your advertising costs. This is a great way to increase your ROI while reaching more customers. If you’re paying for online ad placement, then you need to consider your costs and calculate an ROI based on those costs instead of on gross sales.

 

5.) Keep an Eye on Your Expenses

Some companies don’t have the budget to keep track of all the expenses that go with their marketing programs, let alone calculate their ROI. By creating a budget and tracking your costs, you’ll know how much you’re spending on print advertising and how that compares to other marketing methods. When these costs increase, consider reducing your Kansas City advertising (or increasing your other advertising) to keep ROI high.

A close up stack of newspapers

 

6.) Look at Your Competition

Competition is a good thing. In fact, you need to consider your competitors when determining if Kansas City advertising is worthwhile for your company. For example, if one of your competitors has an advertising budget that exceeds yours or has a better ROI than you are getting, then that should be considered before investing in any new ad campaigns.

 

7.) Talk to Your Customers

You already know that it’s important to listen to your customers and ask for their opinions from time to time, but you should also consider asking them how they heard about your company. By getting information from them, you can measure the effectiveness of your Kansas City advertising efforts in two ways: the number of people who found out about your company through advertising and how many of those people actually became customers.

 

8.) Net Profit Percentage Increase as a Result of Campaigns

If there’s any variable that can be measured to help determine whether you’re getting your money’s worth, it’s this one. By calculating the difference between your net profit percentage and what it was prior to running the campaign, you can see if there has been an increase in your company’s net profit percentage.

 

9.) Measure Customer Retention

If your ROI is high, then you need to ask yourself if you’ve got customers returning to your business. You can do this either by collecting their name and contact information or via a referral tracking program. Then, you can compare this data with what’s available about the number of people who find out about your company through traditional advertising. By doing this regularly, you’ll be able to track ROI from the beginning of a campaign all the way through to its conclusion.

 

10.) Impress Your Boss

Ultimately, calculating ROI is all about making a case for your ad campaigns. Whether it’s your boss or an investor, you’ll want to be able to justify your expenditures on strategic marketing by demonstrating ROI. While there’s no absolute formula to help you do this, there are tools out there that can help. Since there are other factors that affect ROI, it’s important to keep a spreadsheet that details all your business expenses and the amount each expense costs. By keeping this spreadsheet, you can track how much money you’re spending on your print ads, determine the ROI of each channel and then compare the results to see which one is working best for your company.

 

Contact Coffee News

It’s not enough to just “do it” or run a campaign. You have to know what you’re doing and why. What’s more, you’ve got to keep records of how well your print advertising efforts are working and how much money you’re wasting on the wrong campaigns. By taking the time to calculate your ROI, you’ll be able to tell when Kansas City advertising is working for you and when it isn’t.

Coffee News incorporates all of the advantages of print advertising into our weekly print publications. Your ad will run for at least 26 consecutive weeks and reach your desired target market. It will not be overlooked by larger ads run by bigger spenders either since all of our ads are 3″ x 2.” You are also able to make edits to your ad free of charge. Contact us for more info today!

 

15 Print Media Tips to Create the Most Effective Small Business Advertising

A tall stack of newspapers

Marketing your business on social media and in magazines is a common practice, but you need to know that there are better ways to advertise than just throwing money at a campaign. Keep these 15 tips in mind when designing the next round of ads for your small business to ensure they are the most effective small business advertising possible.

 

1.) Personalize Your Ads

Advertising gets the most attention when it’s personalized to fit your target market and niche. So while you may have a general idea of who would be interested in your services, don’t forget to adapt your ads for the specific audience you want to reach. For example, if you’re an accountant targeting parents of young children, you want to mention that in your ad and not just something like a college student or a senior.

 

2.) Write Attractive Headlines

Attention spans are low, so make sure to grab your audience’s attention with an attractive headline. But don’t forget to be clear; you want to entice the reader, but also make sure that it’s easy for them to understand what you’re offering.

 

3.) Make the Most of Your Space

You don’t have a lot of space to work with, so make it count. Keep your sentences short and concise, but make sure you get the information you need across to your audience. Leave out any unnecessary details about yourself or your product, or else you’ll risk losing the attention of your reader.

Tip: when you advertise in our Coffee News publication that’s read by thousands of weekly readers, your ad will be the same size as everyone else’s ad, which gives you an equal shot at getting exposure.

 

4.) Set a Schedule

You need to set up a schedule for your advertising campaign. Try to create a weekly, bi-weekly, or monthly schedule, depending on how much time you can dedicate to the project. It’s important that you make sure your deadlines are realistic, and it will be easier to create a plan if you have a clear schedule that works for you. Having a schedule also helps to keep yourself accountable so that you stick to the plan and don’t take too long on the process.

 

5.) Optimize Layout and Typography

Make sure to focus on the most important information first and leave the less important details for later. This will help with word arrangement and make it easier for readers to get the essential facts about your company before moving on to less important details.

A stack of print ads spread out on a table 

6.) Write With the Reader in Mind

You want to come across as someone who the reader can trust and respect. Use terms familiar to your audience, and avoid words that are difficult to understand. It’s also important to make sure that your language uses a formal tone so that readers think you’re serious when it comes to business transactions.

 

7.) Use Images that Convey Your Message

There’s a reason why so many products use appealing images in their advertisements – images can convey information quickly and effectively without needing any words or sentences at all. When you have a limited amount of space for an ad, every word counts, and images can help to communicate your message more smoothly.

 

8.) Proofread Your Ad

Whether you’re submitting your ad online or creating it by hand, make sure that there are no spelling errors. Even the smallest mistakes can contribute to ruining the entire advertisement and make your services look unprofessional. Get a friend to help if you’re not sure about something instead of rushing through the process.

With Coffee News, you don’t have to worry too much about this; you are allowed to make small edits to your ad free of charge!

 

9.) Pre-Test the Effectiveness of a Print Ad

You don’t want to waste money on an ad that doesn’t reach its audience. Take the time to pre-test your ad in a magazine before you send it out, so you know what kind of response you will have. If the ad doesn’t get any response, consider changing it up and maybe creating a more interesting or better-spoken advertisement. It’s important to make sure that your ad works on a first impression, so test them as soon as possible. This can add to your most effective small business advertising plan!

 

10.) Revisit Advertising Campaigns Regularly

You don’t want to keep doing the same ads year after year – you want to evolve with your product and improve the way you reach out to your customers. Look at new trends in the market and keep yourself up-to-date with what other companies are doing so that you can do effective small business advertising in today’s world.

 

11.) Make Sure Your Business Has an Effective Website

You want to make sure that your potential customers can find you online as well. An effective website includes a unique and interesting design and is easy to navigate. If you’re not technologically savvy, enlist the help of a professional web developer who will create a simple design that matches your service. You can even use a template on sites like TemplateMonster.com, which are already designed for businesses just like yours.

 

12.) Run Some Offline Ads

If none of these work for your business model, try some offline ads like billboards or even fliers in local markets. It’s common to see local restaurants advertising their services in small towns, so why not do the same for your business? The only thing you need to think about is whether or not your market will respond to the offline ads.

 

13.) Consider an Upfront Payment Plan

An upfront payment plan is a great option for small businesses or startups that can’t afford huge and expensive advertisements. This is where you pay for a certain number of advertisements and then spread the remainder over the next five months so that you make more money overall. An upfront payment plan is a great option for businesses that are just starting out and not familiar with online advertising.

 

14.) Switch to Inbound Marketing!

If none of these works for you, you may want to consider switching to inbound marketing. Inbound marketing is where businesses focus on generating leads instead of spending money on advertisements. Instead of spending money on pushing your product, you can instead generate more quality sales by focusing on different types of marketing that bring in customers the right way, like blogging and social media.

 

15.) Make Sure You Have a Call-to-Action

Every ad should have a call-to-action button or link. It’s the button that urges the reader to take action and make contact with you. It’s your goal to get as many people as possible to contact you, so make sure your call-to-action is noticeable and sticks out from the rest of your ad.

 

Conclusion

Effective small business advertising can be a challenge, but it’s worth the work if you want to reach the right audience and make the most out of your investment. The trick is finding an ad that works for you and your company – once you do, it’s just a matter of staying consistent with it. Even if you don’t get any responses at first, don’t give up on your campaign and use the information from previous campaigns to improve on future ads. This will make print media the most effective small business advertising for your company.

The Top 6 Most Effective Small Business Advertising Methods

A small business owner looking up the most effective small business advertising methods

Small businesses and startups often ask, “what is the most effective small business advertising strategy that can scale with a smaller budget?” It’s not easy to figure out the right way to spend your limited time and resources. It’s also difficult to know whether it’s better to invest at the top of the funnel or at the bottom. The best advice we can give for that is to take a full-funnel approach because this is more sustainable over the long run.

However, with that being said, there are some strategies out there that will just be out of reach for small business owners – advertising on TV is an obvious one. So here are 6 of the most viable and effective small business advertising strategies that we recommend for small businesses or startups. 

 

1.) Referral Networks

Referral networks are essential for businesses. These typically involve customer referrals, which are encouraged and promoted via rewards or discounts for each referral. Additionally, referral networks include b2b (business to business) referrals. Have you found yourself often telling customers, “we don’t offer/provide that here, but the business down the road does.” That’s an opportunity to get referrals in return!

Referral networks are even stronger in the white-collar professions. For example, a lawyer will refer someone to an accountant, then the accountant will refer that person to a broker. The only “risk” of referrals is that there is a “shared” reputation. You will be staking your professional reputation on the referrals you provide. So no matter what kind of company you have, ensure that your referral network all shares the same commitment to providing a quality experience as you do.

To wrap up on referral networks, also keep in mind that your competition doesn’t always have to be an enemy. If you happen to be too busy to take on some work, toss it their way. Oftentimes, they will return the favor. And besides, it can hurt your reputation to make a customer wait too long.

 

2.) Influencer Marketing

There is great value in being praised by a trustworthy and respected third party. There are two main benefits. The first benefit is that earned media and press articles will encourage people to place their trust in you. 

And the second benefit is that you can leverage these outlets’ existing audiences to spread your message even further. Bloggers and influencers can also help with this by sharing your company with their followers, thus giving you an important endorsement with a potentially enormous reach. You can also pull some creative (and affordable if done right) stunts to attract the attention of your target audience or the media.

 

3.) Content Marketing

Making interesting and relevant content for your target audience will help you get more leads. That’s because you’ll be able to capture their interest and build trust with them over time. You’ll also have a better conversion rate after building up your brand, handling customer queries, and giving them more reasons to choose you. 

Whether it be infographics, videos, articles, or eBooks, you should let the world know you can offer. Things you want to promote are your brand values, expertise, and what differentiates you from other brands. These will help potential customers make a decision and help those who are on the fence about your company “pull the trigger.” Excellent content will also be backlinked, featured, and shared around, thus making your domain authority even higher if you place the content on your website.

 

4.) Poster Advertisements

The majority of malls, public places, and supermarkets allow poster advertisements on their board space. This method can be hit-or-miss. The key is to give your poster enough visibility and include removable tabs that customers can collect in order to get a discount later on.

Also, set each location as a unique color. That way, you’ll know where the majority of your leads are coming from. For example, if a specific area is generating most of the leads, you can optimize your campaign to focus on that area more (cold calling, flyers, local media ads focused on those areas, etc.)

A stack of newspaper with glasses

5.) Value Additions

Value additions are strong selling points for products and services of all kinds. While they may seem remarkably similar to free appraisals or coupons, their goal is to boost customer satisfaction and create a wider gulf between the business and its competition.

Some common examples of value additions are:

  • Referral rewards
  • Guarantees
  • Point cards
  • Discounts for repeat customers

Value additions are important simply because they can be the deciding factor between your business and the other similar ones nearby. That preferred customer card or point card might be the difference between a sale or no sale, no customer, or a customer for life. It’s important to remember that you don’t need to promise the moon in order to provide value. You could also mention something that the customer doesn’t know about that adds value to your service or product. And be sure to highlight these value additions in your marketing materials.

 

6.) Print Marketing

Print marketing is an excellent way to augment all of your marketing methods, including digital marketing. Many companies today still rely greatly on print marketing, and it is still one the most effective small business advertising methods available.

The main benefits of print marketing include:

  1. Tangibility.
    Print marketing materials can be held in the hands, and qualities such as texture and paper weight play an important role psychologically in influencing purchasing decisions.

  2. Mobility.
    The messaging on your printed materials can be taken and exchanged almost anywhere, on the go.

  3. Improved targeting.
    Direct mail marketing can target at the geographical or demographical level.

  4. Print lasts.
    Unlike a web page that can be loaded and forgotten unless bookmarked and remembered, a piece of printed material can be more difficult to ignore.

  5. Print garners trust.
    Today, print is the most trusted type of ad, so if your business uses them, it will garner more credibility, which is important for a new business trying to make a name for itself. 

5 Ways That Print Advertising Can Help You Promote Your Brand

A woman drinking coffee while reading the newspaper

While marketing experts are usually good at print advertising, they may still not give it the credit it deserves since it isn’t as easy to track, and it can be more costly than other forms of Kansas City advertising.

But with that being said, advertising in magazines and newspapers can be an excellent way to tap into a local audience or a new market since you can hyper-target readers (based on geography and demographics).

And with the right preparations, you can easily measure your success too.

But first, let’s address the elephant in the room.

Why do Print Advertising?

While print marketing may not be on the rise, it is still far from “dead.”

Its popularity (or lack thereof) in modern culture doesn’t take away from the benefits that it provides.

For example, higher engagement compared to digital methods as well as a higher trust factor. These benefits are crucial for achieving the greatest impact with your Kansas City advertising.

Perhaps you’d like to test out print advertising in your organization. Read on to find out how.

1.) Reach Your Target Audience

Just like how various marketing campaigns will go after certain personas, publications have their own target audience/target readers as well.

There is lots of variation amongst readers across the different publications. So it’s your job to figure out which publication’s target audience best matches your own target audience’s personas and budgets.

Consider your customers’ location, interests, and demographics, and then you can imagine what sort of publications they might like reading.

Once you’ve found some promising publications, you can probably find a media kit on their websites or from their company reps. It’s often the case that you will be able to buy ads in a few different issues for your preferred publication at a lower rate per ad.

2.) Coupons Motivate Purchases (Printed Ones Work Best)

We can define value differently, such as teaching consumers about your service or product or offering them discounts. To be more specific, retail establishments may benefit by putting coupons in their printed ads.

According to a study from the RetailMeNot and The Omnibus Company, 96% of Americans have used coupons, and this statistic isn’t limited to certain age groups, locations, or gender.

The best thing is that coupons provide something tangible. It motivates customers to take the initiative. According to research done by Valassis, 91% of consumers like using paper coupons most.

And when we look at the 2018 Inmar Shopper Behavior Study, 83% of people who responded in the survey indicated that the presence of coupons helped influence their buying decisions, such as pushing them towards a certain brand or making them buy more than they intended, or pushing them to make a purchase sooner than they originally planned.

The bottom line is that if a customer sees your print ad and believes they will get a good deal, they will be very likely to respond positively to your ad.

A woman uses coupons at a grocery store while she shops

3.) Make Your Ad Short, Sweet, and to the Point

When you pay so much money for that spot in a print publication, you may feel compelled to fill that space with as much information as possible.

But you must resist that desire!

To use a print ad effectively, you should just include one very specific purpose for your ad, and this can be communicated with some brief text and a single image.

What purpose would be so important as to fill this crucial space? It could be creating brand awareness, engaging with a new segment of your target audience, or launching a new product or service.

No matter what purpose it may serve, the ad should be short, sweet, and memorable.

4.) Keep It Simple and Clean

In addition to sticking with one purpose for your ad, make the design of your ad as simple as possible. Utilize white space where it makes sense, choose appropriate colors (learn about color psychology), and use a clear and bold font.

Think of the old adage “show, don’t tell.” This adage is especially true for printed ads since most people will only glance at ads very quickly before moving on to the next one.

Since this is the case, it’s useful to include visual metaphors, consider the 5 senses and make your ad appeal to them, and fall back on other visual trademarks of your brand, like your logo and colors.

It’s also a good idea to include a focal point, like your product, an animal, or person (people work great), to draw people’s eyes to.

Regardless of how you prefer to do things, each element of your print ad should tie back to its core message. 

5.) Combine Print With Digital

There’s no reason not to use other marketing channels.

In fact, print advertising and digital marketing are not competing or opposing methodologies. They can work hand in hand together. For example, you might want to create a bunch of new banner ads to launch on the publication’s website in conjunction with buying a print ad.

Another option is increasing your social media spending during your print media launch as part of a larger marketing campaign. Regardless of the channels that you use, your branding must stay consistent. That means using the same color palette, same logo, etc.

Also, incorporating your digital marketing methods into your print ads is a great way to drive consumer actions. For example, your print ad should always include a link to your website. It could also include a QR code (for smartphone users) that can take them to your website or product offering.

Other options could be doing a social media hashtag campaign or requesting consumers to give their response or feedback to the ad on social media. Good social media websites for this are Snapchat, Instagram, and Twitter.

Conclusion

Businesses should not ignore print advertising as a way to advertise. Ignoring it could mean missing out on lots of potential business. The bottom line is that print is still relevant in today’s world, and it can improve the overall effectiveness of your marketing endeavors.

Are you wondering how you should do Kansas City advertising? Get in touch with us today, and we’d be glad to help answer your questions.

7 Effective Ways to Boost the Advertising for Your Small Business

A small business talks about advertising strategies

If you’re looking to generate more income for your small business, then you should look no farther than marketing. Larger companies and multi-million dollar corporations like Wal-Mart, Starbucks, Target, etc. spend millions of dollars each year just on marketing. This marketing allows them to understand their demographic, understand how much their target demographic is willing to spend, and what exactly it is that they want.

So, the question stands: how can you, as a small business owner, improve advertising your small business and your brand in a way that can rival the big league players? It’s not exactly easy – or cheap – to have a whole marketing department at your disposal as a small business owner. Here are nine tips to help you get your foot in the door:

1.) Know your audience.

Big corporations get the inside scoop from their target demographic from doing things like surveys, watching trends, gauging what gets the most attention on social media, and so on. There’s no reason why you, as a small business owner, can’t do the same. Keep an eye on trends. Does your audience want more organic products instead of more manufactured products? What kind of clothing trends are popular right now?

Ask your customers. See what they like. The more you can cater to your clientele, the more business you’ll be able to generate. After all, if you’re able to keep the customers satisfied that you already have, then they’ll be more willing to bring others to your door.

2.) Interview customers.

This ties in heavily with knowing your audience, but interviewing your customers can really turn out to be one of the best ways for advertising your small business. Take surveys on what was the most eye-catching thing to your current clientele. What slogans, or advertisements, or products are they most enraptured by? What makes them want to be a repeat customer?

Finding out this information can be key to spreading your influence farther than you may have thought possible. 

3.) Have a website. 

This one seems like a no-brainer, but in this information age, having a website is more important now than ever before. If you don’t have a good website, it’ll be even harder to advertise your small business than you thought possible.

In today’s Internet-driven world, the first thing that people are likely to do once finding out about your business or product is Google it. They will want to see your hours, your product information, your customer reviews, any other products you may have – and that’s even before taking a step in your doors or ordering a product for themselves.

Having a solid, eye-catching, up-to-date website is more important now than ever before, when word of mouth advertising is more like sharing a post on Facebook than actually picking up the phone to call someone. Making sure that you have full control of your online presence is vital when trying to reach customers, and may even be able to increase your reach beyond the local.

4.) Have a social media platform.

Having a social media platform, especially in today’s climate, is one of the best promotional tools available. Twitter, Instagram, Facebook, and even TikTok now are incredible ways to get both you and your small business out there into the public eye. 

Creating beautiful advertisements and insightful posts that your followers can share can provide a big boost in sales to you and your small business. Or, you could create something silly and memorable that falls in line with more current trends.

In fact, some of the most popular TikTok accounts are brand accounts. The Duolingo and Scrub Daddy accounts both take popular TikTok trends and bend them to work in their brand’s favor. One thing is for sure: no one who goes to their TikTok accounts will forget what they saw. It may be unconventional, but it definitely works!

A personal scrolling through social media on their phone

5.) Turn to print advertising

It might seem a little too conventional when you first think about it, but in reality, newspaper advertising is still an effective way to get your name and brand out there. When so many ads pop up on our phones, computers, and TVs, we always find a way to fast forward through, or close them out, as quickly as possible. With print media, it is more intentional, and grabs the reader’s attention. When looking at advertising your small business, check out our website for information!

6.) Have a great customer service team.

No matter how many advancements in technology you may make, or how many rewards or promotions you may offer, there’s nothing that can beat just simple, good customer service. Good customer service can make or break a brand or business. As your business continues to grow, make sure that all of your staff is trained well and is able to answer most general questions about your business.

However, even more important than knowledge is good communication skills. Sometimes, the most memorable part of visiting a local business is the incredible and knowledgeable staff that work there. Good communication builds relationships, and relationships can build returning clientele.

7.) Do your research.

If you don’t know who you’re competing against, what kinds of similar products are out there, or how much your competitors are charging, there isn’t a lot of hope to be competitive in this market. Make sure that not only are you paying attention to what your customers want, but look around at the competition, too. What are they selling? How are they marketing it? What is their customer service like? Do they have loyalty programs? Are your prices fair for the market that we’re in compared to theirs? 

You always want to make sure that you aren’t undervaluing your services or your products, but charging too much can also be detrimental. Be sure not to drive away your business due to your high prices, because you haven’t been up to date with the market. It’s also important to note that while you don’t have to do everything that your competitor does, knowing that your products or services are as easily – if not more easily – accessible can make for a better experience. 

The 7 Advantages Print Advertising Has for Your Business

A young woman reading a newspaper

What is the Definition of Print Media?

Print media refers to any print publication that is distributed for the purpose of mass communication. Anything physically printed on paper falls under print media, which includes newspapers and magazines, pamphlets and flyers, and anything else printed on paper and other materials. 

For ages, print media has been the most effective form of advertising. The primary reason for this is that print media is one of the most trusted modes of communication and one of the cheapest methods to reach many people quickly. 

While digital advertising is excellent when carefully targeted to the right demographic, we’ve learned to filter out specific digital adverts. According to the advertising experts in Kansas City, MO “Our capacity to disregard print advertisements does not come as effortlessly to us. When you have someone’s undivided attention, capitalize on it by promoting your business with a unique print advertising that connects with readers and enhances brand memory.”

 

Here are the 7 biggest business advantages of print media:

 1.) Loyal Followers

 
Magazines and brochures may remain in circulation for a more extended amount of time, and newspapers are a superb location to promote if you’re looking for local clients in particular. “Many individuals may visit your website, but if your company is in Kansas and your visitor is in New York, it won’t help you much,” says experts in advertising in Kansas City, MO.  Print media may make it simpler to target a particular audience over time.

Newspaper subscribers make a conscious effort to read it. When they scroll through the pages, these readers are more focused on your content since they are not distracted by anything else. Your title conveys a possible value to the audience while also retaining the readers’ attention, extending your reach. People who read offline have longer attention spans. Print advertising may be viewed at one glance and does not need scrolling.

2.) Longevity

 
More people will see your print ad in a newspaper shared around from reader to reader. Newspapers are often exhibited for long periods at workplaces, shops, and other public areas. In such cases, you may finally reach a larger audience. 

3.) Combine Media for Maximum Impact


Because of print’s enduring impact, print advertising exudes strength and stability. People see print advertisements as more trustworthy than those in digital media, which appear to be ephemeral. Print media advertising seems more opulent and, in some ways, more credible than internet marketing. This impression may change when younger users, who are used to seeing internet advertisements, become the majority of customers. This suggests you should examine where your target audience consumes material. Print media is still likely to be patronized, and it should be included in your marketing mix alongside digital advertising.

4.) Choose Where and When 

It’s critical to know where your clients look in print — that’s where the real estate is. It might be a newspaper, a neighborhood publication, a bulletin board, a local magazine, or anything else. When you post a physical advert, you have the option of where your ad will appear.

Understanding the benefits of print media in this digital era is one thing. Another thing to consider is what your rivals are doing with print media. They may not feel that targeting prospects using “conventional” approaches is worthwhile. This is where astute businesses thrive: those who understand how to convert prospects into consumers using well-known advertising techniques will come out on top. 

5.) Best in Local Targeting 

 
It is ideal for sharing your message or advertising your brand if you are a local business or group. To raise awareness among the local population, you may simply distribute flyers in public places and publish your adverts in local publications.

6.) A Budget-Friendly Option


Advertisers of all sizes, regardless of budget, may find that print advertising is a viable alternative to the usual media such as television and radio. Of course, advertising of any form is not inexpensive, but even a small business can afford to advertise in the local paper, which is an excellent way to reach the bulk of its consumers. 

7.) Better ROI Than Digital Ads

 
Print material is very likely to be kept at home, re-read, and shared. Newspapers and magazines at doctor’s offices, libraries, and public areas have a lengthy shelf life, which boosts the visibility of your ad. Print advertising has a better chance of sticking than digital ones, which go away quickly. 

A stack of newspapers

Combine Print and Digital for Maximum Impact

 

Look at the last paragraph of every newspaper ad, and you’re likely to notice a link to a website with further information or a special deal. This is because print is incredibly excellent at directing readers to where you want them to go. Every advertising medium has advantages and disadvantages. For most amazing results, your marketing plan should be integrated, using many forms of media, each reinforcing distinct versions of your message.

TV commercials have provided twice as many results when combined with print ads as when combined with merely web ads. As a result, using all three simultaneously is more advantageous. A multimedia strategy not only allows you to reach consumers who prefer one medium over another, but it also raises awareness and, in the long term, increases and maintains brand loyalty.

Creating a fantastic collection of printed products and magazines does not require abandoning your internet marketing efforts. On the contrary, in fact. Integrating your digital and print marketing efforts strengthens, increases the importance of, and increases the resilience of your marketing campaign. That is why you should really use the most dependable companies advertising in Kansas City, MO.

Here are three ideas for making your print media items more interactive:

1.) Social Networking Sites


Include your social media symbols and tags in your printed materials to carry the discussion online. Online, provide compelling material that supports your written message.

2.) Infographics 

 
Statistics and graphs might be tedious, but by arranging them as infographics, you can reach your target audience in a visually attractive and memorable manner. Include a digital copy of your infographics online so that your clients and prospects may share them.

 3.) QR Codes 

 
Using QR codes is a terrific way to direct your target market to a webpage or website where they can learn more about your product or service. QR codes are simple to use and may be tailored to your specific requirements and corporate logo.

10 Helpful Design Tips to Help You Design Your Ad

A magazine laying open on a table featuring different print media.

With the trend in digital going big nowadays, local business advertising has shifted from print marketing to digital advertising. However, this does not mean that print marketing is not effective anymore. 

In fact, research showed that more than 80% of consumers have acted on the call to action of magazine ads. This is better than the 45% who have responded to online advertisements, primarily because of the saturated market in digital. 

So, if you’re still maximizing the powers of print advertising, here are some tips on how you can influence your consumers’ buying decisions.

1.) Maximize The Right Hand Side


Psychologically, readers prefer reading the right-hand side of the magazine more than the left one. Most individuals skip the content on the left. Therefore, it is a great strategy to place the majority of your call to action on the more effective side of the magazine. 

 

2.) Use the Correct Color Combinations

Mixing the correct colors is one of the best techniques to captivate your readers. You just have to know which ones provide the best contrasts. When looking at the color wheel, look for those that are found opposite each other since these are the ones that complement each other. 

Remember that using too many bright, bold, or loud colors on your print ad is a no-no. This is because your readers might miss the primary messages of your ad. These bold colors have a huge tendency to overpower some areas of your messaging. So, ensure that color accents are used wisely.

 

3.) Apply the ‘ABC Rule’ With Your Cover Designs

The first touchpoint of your magazine ads is the cover. There’s no point perfecting the inside content of your magazine if your customers don’t pick it up and read it. The more eye-catching your cover is, the higher the possibility of capturing your audience’s attention and making them delve deeper into the stories inside. 

To help you make your cover stand out, make sure to apply the ABC rule. This is a strategy used by expert designers when making the covers of the biggest magazines in the world. 

So, what is the ABC rule?

First, stick to one A-heading, which is also known as the magazine title. This should be the main focus of the passers-by. Although some local business advertising titles might not be familiar to people, it’s a great start to introduce the branding to their target market. 

Second, there should be a (B) subheading (which will be the primary call to action) coupled with smaller (C) sub-headings that will support your main claim. The ABC rule is proven to promote layout balance, and almost every big magazine brand applies this.

 

4.) Apply the Right Font

Use a maximum of three fonts in your content. Connecting to the ABC rule, each part should have its assigned font wherein the title has the biggest and boldest one to make it stand out.

Once you have decided which font to utilize, make sure to use it consistently. Do not have another set of fonts for your inside content. This will only ruin your branding, and the tone will be inconsistent. 

As a starter, you may use sans serif fonts for your primary headings. The body of the text, on the other hand, may use serif fonts. This contrast will have a unique distinction between your heading and paragraph, avoiding audience confusion when reading the content.

A woman works on a computer with different print designs pulled up.

5.) Print With High Resolution

Print ads are usually printed on high-quality paper. This means that photos should also have high resolutions to make them look good. To achieve that crystal clear image, the image should at least have 300 dots per inch.

 

6.) Improve the Digital Look With Infographics

It’s a known fact that people have a short attention span when reading. They don’t like blocks of text, so it is vital to keep them engaged with different content techniques. One thing that you can utilize in your digital look is infographics. 

Experimenting with infographics is a great way to immerse your readers in your message. Although text is involved, the different arrows, dividers, and shapes delve away from the boring look of text-heavy articles. This strategy works for commentary, finance, and sports magazines. 

You may also incorporate a couple of pie charts to demonstrate data, statistics, and even maps if geography is part of the content. 

 

7.) Understand Proper Logo Placement

Yes, it is a given that your logo will be included in the mix of your content. However, avoid making the mistake of shaping it as the most important element on the page. This will only deter your audience from seeing your call to action. 

 

8.) Ensure Proper Spacing

Even if you have a large space for your cover, you don’t have to use every corner of it. Balancing the available space is a critical move if you want your audience to fully understand what you are trying to convey. 

For simple adverts, you may maximize the use of basic elements to separate the leftover space from the pictures, colors, and lettering. It could also mean applying scenery and imagery to fill up the remaining spaces.

 

9.) Stick to a Single Theme

Consistency is key if you aim to retain the attention of your readers. Your theme should be included from cover to cover since this will be your hook and hallmark for your overall content. 

The best way to go about this is to introduce various key elements on the cover, which will then be carried over to the other pages of the magazine. 

 

10.) Highlight the Call to Action

One vital technique in designing an ad is to make your audience understand what you are trying to make them do. For example, are you selling a particular product or service, or do you just want them to be part of a local community? Whatever it is, do this by highlighting the call to action. 

Although digital has taken over the world of advertising, print will never go out of style. Apply these ten designing tips, and you’ll come up with the best ones in the market. 

Why Print Media Advertising Is Still Important In 2021

Close up of row of newspapers on news stand

That classic paper feel of advertising never gets old. In the age of social media and digital advertising, is there still room for print media advertising? Print media has a straightforward approach to advertising that cannot be replicated by email or social media marketing. Print advertising provides your customers a unique brand experience that sticks like glue.

With many brands spending most of their ad budget on digital marketing or online advertisements, is print advertising still worth your buck? Considering that there are many free and paid options to advertise or promote your business online, do you still have to spend on print ads?

While online advertising does have its strengths, like how you can easily measure the effectiveness of a campaign, print advertising has enormous advantages because it provides a lasting impact on a target audience. Thus, precision is a competitive advantage with print advertising, and there are many more reasons why it remains crucial and significant in 2021.

 

High Trust Ratings

Most consumers feel more confident buying from what is advertised on print ads than other advertising channels online.  In addition, businesses advertised in magazines and newspapers or on billboards have more credibility than emails or intrusive ads that pop up on your screen while you’re socializing or browsing online.  

There’s something about the newspapers and magazines that have been around for decades that gives products and services that extra credibility factor.

 

Brand Recall

Online advertising can be highly chaotic to a normal eye. There are countless options when you browse or shop online, and you would also be taken to multiple links or calls to action when you reach a squeeze page. It’s just a dynamic interaction when you encounter online advertisements.

There is so much distraction when you shop online, but you are led to just one call-to-action with print media advertising. It reduces confusion and overwhelm.  With the newspaper or magazine in your customer’s hand, you have more control when it comes to capturing and holding their attention for a longer time.

When you browse digital content, you tend to scan the content as quickly as possible. On the other hand, with reading print ads, you get to consume or digest content slowly, leading to long-lasting brand recall and increased sales or ROI. 

Physical or print advertisements can trigger or activate more parts of your brain compared to using online ads. Brand association and brand recall become easy this way.
 
Newspaper sitting on desk with glasses sitting on top of newspaper
 

Longer Shelf Life

When you create online ads like on Facebook, it stays on, and your target buyers would have that pop up on their screens depending on their browsing behavior. However, if people pause or stop using Facebook or Google for a while, you also lose your brand visibility.

With print advertisements or traditional advertising, the content has this longer shelf life or value as long as it’s up on the billboards or the newspapers and magazines are on your desk. 

The fact that it’s a physical and tangible product means it could generate countless impressions. It would most likely stay at your home or office table and could even be passed along to other potential customers. Thus, print advertising has an audience reach that compounds over time.
 

Long-Lasting Results

With digital ads, you get to see instant or quick results. On the flip side, print ads usually take some time before you get to see results because it’s being passed on from one user to another for an extended time.

This traditional print media advertising can be seen in publications that have become household names in an area or industry. Print advertising is worth it over the long haul because its value compounds over time and does not stop with the first person who gets a hold of it.

 

Unique User Engagement

It’s an entirely different mental space when you’re consuming print ads. You can read it over and over again, and the value doesn’t diminish a bit. In addition, magazines are very interest-based in that they target a particular audience with their content (so it’s not just trying to connect with everyone).

Magazines only attract a specific niche or audience and focus on that market. In this way, magazines attract subscribers who are already interested in what they have to offer. Print advertisements also appeal to this market because the magazine aligns everything to provide the best value to their audience.

The laser-beam targeting that print ads offer is exact: there is always value upfront, even before buying. That said, subscribers would most likely read the ads because everything in the magazine is consumable and adds value.

 

Rich Visual Landscape

Print ads are visually appealing. With print advertising, you get to season the entire newspaper or magazine with a visual storyline that people would love to consume in pieces or bit by bit for hours. Rather than just a one-liner, with print ads, you get to explore and weave your ads so that it interacts with your readers in every page alongside rich content.

 

Print Media Advertising is Ageless

As more brands take the online marketing approach, this is the best time to revive the old and integrate it with your marketing strategies. After all, the good old traditional advertising has not lost its touch – not one bit. 

It’s apparent that many email advertisements are ignored and dumped into the trash bin, making print media advertising the tangible option you need to invest in.

With print advertising, less is more. As today’s generation of consumers has minimal attention spans, print advertising is too hard to ignore or skip, unlike unsolicited ads that you get in your inboxes or intrusive ads on websites.

A mix of online technology and print advertising will help your brand visibility and engagement soar. Marketing campaigns today that you can see online are more fun and interactive, but people love content that they can feel and touch – and this is where print advertising does its magic with consumers. 

 

 

5 Small Business Advertising Trends to Amplify Your Reach

Woman sitting in front of laptop with email large and open in front of her

The ideas that we’re going to discuss in this blog post have worked incredibly well for small business marketing in Kansas City. Most of these methods should be viable in helping your business grow.

However, with that being said, there is no magic bullet marketing strategy. In the end, it’s all about connecting your business’s value proposition to the correct customer base. The concept is simple but can take on many different forms.

To know which of these strategies will help you amplify your reach, you must have answers to the following questions:

  • What are the demographics of your target audience? Where do they live?
  • What places does your target audience like to congregate online?
  • What process does your target audience engage in to find products in your niche?
  • Who are the online authorities they follow when it comes to making purchasing decisions related to your product/niche?

These strategies are:

  1. Facebook Marketing
  2. Google My Business
  3. Content Marketing
  4. Social Media
  5. Email Marketing

Let’s get started with the elephant in the room – Facebook marketing!

 

1. Facebook Marketing

There is a good reason why over 2 million+ small businesses are advertising on Facebook; it’s relatively cheap and effective at marketing to almost any audience on the planet.

Facebook ads work incredibly well at advanced targeting. For example, you can target users based on their interests, sex, age, behavior online, and of course, their location.

Making a Facebook ad is very simple. All you need is a good headline, some descriptive words, an image, and a hyperlink.

Facebook Ads Manager also makes it pretty easy to test several different ad sets, which lets you discover the winning formula for yourself and become profitable, with no advanced technical skills required.

 

2. Google My Business

Ranking a Google My Business (GMB) listing is incredibly impactful for any business.

And, if you have a local business serving local clients, GMB will probably work best for you.

In many cases, when someone searches for something on Google, they will find a paid ad, followed by a few GMB listings, and then followed by the organic search results. So, as you can see, being above the organic results while not being a paid ad (which many people have learned to avoid) has plenty of potential to pull in traffic. And the best part is you won’t have to spend any money on advertising.

But just what is a Google My Business profile? Simply put, it’s a platform/central hub that combines all of your Google accounts (Google+, Google Maps, Google Reviews, data from Google Analytics/Google Insights).

Also, if your brand name is unique, you should be able to have a large display for your name in the search results.

Thanks to all of the above, your business will automatically get more visibility and credibility. If you’re a local business, getting your GMB set up should be your #1 priority.

When it comes to ranking your GMB listing, it’s really not that difficult either. It starts with making sure that your profile is optimized, and then you gather reviews and make sure to post to your GMB profile at least once a week. This helps Google see that your business is relevant and regularly updated, similar to a website.

 

3. Content Marketing

Content marketing means making and distributing good content to capture and retain your target audience, with the follow-up goal of driving profitable actions. Good content is defined as these three things: relevant, consistent, and valuable.

Content marketing emphasizes long-term results in contrast to paid advertising, which focuses on the short term. This means that the short-term payoff of content marketing tends to be lower. Still, the long-term growth of customers, visitors, and leads can make a business successful.

However, content marketing isn’t an easy thing to do, and a lot goes into it besides having a creative mind for writing content:

  • valuable content
  • topic relevance
  • SEO
  • Optimized with the target audience in mind
  • Consistency in content publishing and promotion

Content doesn’t just mean writing some blog posts and calling it a day. No, it also means videos, online classes, podcasting, and plenty of other mediums where people like to consume content.

If you’re thinking about pursuing this strategy for your business, then be sure that you have the time and money needed to keep things going with no expectations of initial ROI. Then you must actually create quality content and get it out there. Unfortunately, there’s tons of bad content out there that ends up seeing little to no payoff in both the short and long term.

 

People on smartphones with emojies around them on bus

4. Social Media

For almost any business today, having a presence on social media is pretty much mandatory.

67% of consumers get customer support from social media. And furthermore, 33% of consumers prefer to contact customer support from social media instead of through the phone. These people will look for your business on their preferred social media websites. If they can’t find you, they’ll fall into the arms of your competitors.

The question isn’t whether or not your business should be on social media. Nowadays, the important question is what platforms should you focus on, and how much money and time should you be putting into them?

For example, you may want to spend a lot on organic social media growth, depending on your business.

However, for any business, it’s key to first discover where your customers like to hang out online. Then, you should know how they want to be approached. For example, does a pushy approach work, or is a more subtle approach required? Do they follow influencers, or like being a part of a community?

 

5. Email Marketing

Email marketing still works as a reliable way of getting leads, contact information and nurturing those leads over time. This is one of the best ways to sell products, hands down, which is why it’s among the best marketing channels for conversions.

Terms that you should be familiar with if you’re into email marketing are “marketing funnel” and “lead magnet.” The marketing funnel is your email marketing process. The lead magnet is a compelling offer that the visitor will receive in exchange for their email address. Some options for lead magnets are free trials, free downloads, website membership, coupons, webinar “seats,” and so much more.

 

 

6 Local Business Print Advertising Factors You Need to Know

Man sitting at table with coffee reading the newspaper

Is it better to advertise your business in your local magazine or the newspaper? Find out the answers to these questions by learning about these 6 factors of local business advertising below.

It wasn’t too long ago that running ads in the local newspaper was the status quo of local business advertising. However, with printed newspaper readership on the decline, this type of advertising has begun to seem archaic compared to online marketing strategies. Print advertising still works great for local businesses, however. You just have to be aware of the key factors that are in play.

 1. Relevancy is Crucial

It’s first essential to understand what the secret ingredient is that makes print advertising work. The secret ingredient is ensuring that your ad gets in front of a targeted audience. That will ensure that they’re at least somewhat interested in seeing what you offer.

As anyone who reads a hobby-specific magazine can tell you, it takes longer to read through a magazine involving your favorite hobby than it does to read through a general-interest magazine. That’s because, in hobbyist magazines, people actually read the ads as well.

In contrast, in general-interest magazines, people usually skip through them. Why? Because in general interest magazines, ads aren’t targeted and are therefore irrelevant to most readers. Ads relevant to readers generally show useful items to its readers, i.e., golf clubs for golfers. This piques golfers’ interest because a golfer will want to know what new clubs or other tools are available to help them improve in their hobby.

But relevancy isn’t only about items; it can also be about geography or even content. Relevance can be achieved by showing your ad to a clearly defined group of people in a specific area.

 2. Solid Distribution is Essential

Does your community still have a vibrant local newspaper? Or how about one that’s distributed to a certain area of the city (or only to residents of a small town)?

If so, then you might try to get into the action as well and advertise to those people if that’s the area where most of your current customers are from.

But first, what do we mean by vibrant? This means that the newspaper isn’t just delivered locally but is also eagerly received.

For instance, picture this: in one neighborhood, a local newspaper is distributed to houses in the geographic footprint-free of charge. It’s tossed onto people’s driveways. Many homeowners in the area leave it on their driveway for a couple of days before finally tossing it out – it happens every time.

Now picture another scenario: in another neighborhood across that same town, a different version of that same newspaper (created by the same parent company) is delivered right into their mailboxes. Afterward, they end up in people’s living rooms and kitchens. They end up getting read, and neighbors share what they read with each other.

Now you understand why it pays to know how many people receive print media AND how they end up receiving it.

 3. Content > Ads

First, do your research into whether the publication you’re considering putting ads into actually has active readers. A good indicator is if there’s any actual content in the publication besides ads. Publications that are little more than miniature coupon books have little perceived value among consumers and often get thrown out before even being given a good look. It’s basically the same as when people fast forward past commercials on TV.

In short, if the publication has no content, then we wouldn’t usually recommend you to advertise in it.

 

Senior man sitting on bench outside reading the newspaper

 4. Relevancy + Activities for Readers

Let’s go ahead and take ads to another level. Take Coffee News KC for example. We publish 10 area editions of our paper that are focused on specific neighborhoods in towns and cities across the KC area. The writing focuses on the particular neighborhoods and content relevant to the people in those neighborhoods. In fact, many of the articles are written by people who actually live in those same neighborhoods.

Not only that, but these papers offer readers another carrot: neighborhood-specific activities that they can engage in. Every month, the paper features special events for people in the community to join in, including advertisers. It could be a movie night or a special dinner at a local restaurant. These personal events give print advertising that extra “kick” it needs to work better.

 

 5. Implement a CTA to Help Measure Success

Frequently a local business will put out an ad in the local magazine or newspaper to raise brand awareness. The issue with this approach is there’s no means of finding out if it produced the desired effect. It’s much better to create a specific CTA instead.

What you can do is announce an event on a certain day, require an RSVP (or give a unique discount that expires on a specific date). That way, you’ll be able to measure precisely what response you received from the dollars you spent on the ad.

For instance, a country club that wants to increase its number of winter diners in their restaurant could do the following. They could start by putting out ads at the beginning of fall, advertising a “Harvest Festival Dinner” or “Holiday Brunch.”

It should be made clear in the ad that reservations are required and that only a specific number of reservations can be accepted. However, placing reservations should be simple for everyone  – both phone reservations and online reservations should be taken.

And finally, always include a deadline for your CTAs.

 6. Repetition Matters!

It isn’t just a simple sales tactic being done by these publication companies; it’s a tried and true print advertising factor. Repetition of ads works to get better results. Create a series of advertisements that repeat over time for optimal results with print advertising. They can be similar but remember to change them up every so often. People will still be aware it’s advertising but will give them a look because the ads are slightly different.