By Efrain Ayala
In an age where advertisements can appear in print and online as well as through television, radio, social networks and mobile devices, golden opportunities to grow your self-storage business can get lost in a delirium of unending choices. Just like any project, advertising needs research, planning and top-notch execution. Here are five ideas and tips to strengthen your print marketing strategies.
Advertising in Code
Did you know magazine ads are the leading medium for prompting Web searches across all age demographics? Youve probably seen quick-response (QR) codes popping up in your favorite journals. Theyre black and white squares with a random arrangement of tiny bar shapes. With a quick scan of a QR code (which is free and easy to create) on your ads, additional information about your business is delivered directly to the scanners mobile device.
You can attract a highly targeted audience to your online content by adding QR codes to your next print ad campaign, but avoid these three QR-code faux pas:
- Using a landing page thats not mobile-friendly
- Directing users to online content thats irrelevant to the scanned item
- Using a false promise
Plays From the Print Playbook
According to a survey by Deloitte, a global firm providing audit, consulting, financial-advisory, risk-management and tax services, 72 percent of respondents prefer to read information in a magazine. Research shows newspaper and magazine ad messages with Web addresses triple website traffic compared to those without.
According to Affinitys VISTA Print Effectiveness Rating Service, which measures the performance of ads in major consumer and business publications, actions inspired from magazine advertising have increased 10 percent over the past year. Therefore, selecting targeted and niche publications can be a great way to attract new, pre-qualified leads.
Dont be discouraged if you dont have a graphic designer or the skill set to create a wonderful print ad. Many times magazines and other media outlets have a creative staff willing to help you develop your print advertisements.
Fascinate With Photos
Think creatively when choosing photos for your advertising efforts. High-quality photography can spring prospects into action. In addition to pictures of your facilitys beautiful landscaping or sharp-looking office, stand out above the rest by spotlighting the positive impact your business has made in your community. Use your photos to tell an intriguing story prospects will notice.
Resolution is important to your photo quality. If you plan to post photos on the Internet, be sure the dots per inch (DPI) of the photo is no lower than 72. For photos that will be printed for collateral or in an advertisement, make sure the DPI is 300 or higher.
Words That Inspire Action
What good is an advertisement if it doesnt inspire your prospects and target audience to action? Even with the best photography and captivating design, a strong call to action is an essential element for success. Always use active words like call, rent or visit to clearly identify what you want prospects to do. To create a sense of urgency, consider including phrases like for a short time only or call now for your discount.
Deals, freebies and specials are a phenomenal way to inspire action. Be sure to make the most of these new prospects and use lead-generation forms to collect valuable information and create fruitful connections.
Cooperative Collateral
If you were to put all of the brochures, catalogs and fliers youve used to promote your self-storage business on a table, could you tell they all promote the same company? Always display your companys logo in a prominent position, and brand your print promotions similarly.
Not sure if your collateral is consistent and cohesive? Cover up your logos, put all your marketing pieces on a table, and see if the brochures, pamphlets, fliers and business cards look as if they belong to the same company.
Use a consistent voice in your marketing copy that best represents your business core values to increase brand awareness. A consistent look and feel will streamline your marketing efforts for maximum impact.
Before initiating any marketing piece or initiative, its important to understand your target audience and its behaviors. Use these time-tested and innovative tips to supercharge your next advertising campaign.
Efrain Ayala is the new media manager at Walt Denny Inc., a full-service public-relations, advertising and marketing agency specializing in the home-products arena, digital marketing and social media. For more information, visit www.waltdenny.com.
