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What is the best approach to choosing the right print advertising for
my business?
By Illiki of Rising Women Magazine
When choosing print advertising the first thing you should do is gather all
the magazines that appeal to your type of business. For instance, if you own
a women’s sport apparel boutique, pick up sports-related publications,
publications that are targeted to women and publications that are
specifically distributed within your immediate area. If you are a local
business, such as a retail outlet, choose publications that are local.
Reaching an out- of- town readership will probably not benefit you.
Contact each publication and ask for them to send you their media rates,
demographic and readership. If possible, get them to send you a few back
issues. When reviewing the opportunities that each publication has to offer,
look for the best scenario that fits with your marketing direction. For
instance, using the sports apparel example, the sports related publication
is an ideal choice. Evaluate the other boutiques or similar businesses that
cater to apparel that are advertising in the same publication. What are
their ads missing? What do you offer that they don’t. This is the key to
capturing the attention of the clients you want to frequent your store.
Placing a general ad focussing on just awareness that you out there is a
very weak approach. You will fare far better from your investment if your
campaign is very specific to a sport-minded woman needs. For instance,
showcasing your innovative line of sport bras and yoga gear will set you
apart from your competition. The trick here is to think like your client.
What is important to them?
When choosing a publication with a broader audience, such as a women’s
publication, your advertising campaign has to be adjusted to appeal to that
broader audience. This campaign can be a bit more general as your goal is
attract customers that perhaps are not interested in high-tech sports
apparel but are in need of high-quality casual clothing. What products or
services do you have that appeal to a broader audience? Perhaps you have a
great selection of gift items or a neat line of light-weight jackets. Or
perhaps you have “VIP Shopping Evenings.”
Finally, another solid investment is to choose a publication that is
distributed directly to the houses in your immediate area. Keep reminding
them of how conveniently located you are so they won’t pass you by for the
malls.
For more details on this subject, please email Rising Women at
experts@risingwomen.com
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