Magazine Advertising

[fattony]

I'm looking at how best to spend a marketing budget, direct mail followed by cold calling is on my list but I'm wondering about an advert in an industry specific magazine and I dont know way to turn.

The magazine will get more views than the direct mail but I have no way of knowing who has seen it or why they didn't contact us, I also have no idea how long you should have the ad running in the magazine - I presume somewhere between 1 - 3 months?

Im in a service based industry, my clients don't really buy through websites / social media, its about relationships the website is for reference mainly - actually some do but not my ideal customer

Any help appreciated

 

[AllUpHere]

Can you give us a bit more industry info? Are you b2b? b2c?
What's the frequency of the magazine?
What demographic is your service aimed at?.

 

[fattony]

Yes sorry,

The magazine is published once a month and is FMJ we offer a b2b service

Hopefully that’s enough info?

 

[WebshopMechanic]

I don't think there is a rule of thumb with regards to how often you need to advertise in order to gain maximum impact. Ultimately, it's about consistently getting your business or service in front of the right people.

If this magazine is your target audience, then great. There is obviously guarantee it should work but, in my opinion, you should address the following:

• Sell benefits not features (It's not about you, it's about them and what you can do for them)
• Hire an awesome copywriter - Words are everything when it comes to advertising. Tell them what their transformation will be. How they will feel. What they will get. Mention their current pain.
• Create a thought provoking headline. This need maximum impact.
• Clear Call-To-Action - Tell them what they need to do! I'd suggest having a landing page on your website to tell them more. Create intrigue and continue the conversation on your website where you can add value.
• Use powerful imagery. CAPTURE ATTENTION! Preferably your own and not cheesy stock imagery with smiley people.
• KISS - Keep It Simple Stupid. Don't over-complicate the ad. Keep it clean and simple with one single message, not a list of 50 things your company sells or does.
• Go against the competition - Ignore what they are doing. Go against the grain and create a set of ads that makes people take notice. Maybe even be cheeky! Don't play it safe. Magazine are full of generic rubbish that is a total waste of money (especially in the telecoms industry).
• Use a code - You need some way to measure it and some way to incentivise people to get in touch.
• Show any social channels - You may not have them but let people see you if you have.
• Use Endorsements - Awards logo, PR coverage logos, Client logos and Review stats and logos (like Trustpilot) instil confidence and convert.
• Never pay rate card. Always haggle until the cows come home, especially if you are buying bulk ads. Ads sales people are there to be broken down! You could also buy distressed space in the same magazine to give you a down hit.

There are some genius ideas here: https://www.canva.com/learn/print-advertising-ideas/

I would also use a copy of your ad to reach out to decision-makers on LinkedIn. It could make a great ice-breaker.

The more touches they have with your brand, the better chance you have of converting them.

I hope that helps.

Matt

 

[fattony]

Wow thanks very much for the advice,

I’ll take it on board and get something in place

 

[Jon Hedger]

I would be cautious about advertising in a magazine for the reasons you gave.

All of Matt's recommendations are spot on, especially using a code and haggling.

In my (B2B) experience, you will see very little response from one advert unless you have the perfect audience and a VERY strong offer. Also you will need to commit to multiple issues to get any traction. However if you do this, you will likely need a level of budget which will go much further by using digital channels (even though I know you said this is not typical of your audience...you may be surprised).

There are ways for example of targeting people who visit particular websites with adverts - perhaps you can target the website of this magazine? This is likely to be much cheaper and more effective.

Also do you think your target customers are likely to be on Linkedin? If so a strategy for reaching out to them could be very effective. It's ideal for targeting niche B2B sectors.

Thanks,

Jon

 

[fattony]

Thanks John,

You make a valid point about advertising on the website of the magazine, I know if I go on a website for Lego the next few websites I go on contain adverts for Lego, just not sure how it’s done?

LinkedIn will contain my target audience, no one likes a connection and a proposition so it’s relationship building, making posts which show you know your industry and I guess are an authority figure in said industry, it’s having content to post about, needs some thought but a possibility - need to put the time in

Thanks

 

[justinaldridge]

I tried magazine advertising a few years back and also advertorials, but they never yielded anything.

In this day and age you are better off looking for influencers with related audiences that can endorse your product or service.

What you mention above about the lego ad, that's retargeting which you can do with most ad platforms such as Adwords and Facebook.

If you are planning to use LinkedIn, and it sounds like it could be a good option for you, some of our clients have had some very good results running ads there so maybe look into that instead of advertising in magazines.

 

[fattony]

We have tried ads (the ad at the top of the page) on LinkedIn before, although it was a few years ago.

It’s worth considering but we didn’t track the results at the time which I know I need to do.

 

[The Byre]

Never ever buy advertising in a mag that does not have ABC accredited circulation.

And the rate card is just a suggestion - about half is all you need to pay.

 

[fisicx]

I buy Practical Classics each month and you see the same adverts every month. I needed some LED bulbs for the car and remembered seeing the advert in the magazine. Got the URL. went to the website and placed an order.

It only worked because he advertises every month in a targeted magazine.

I get a free B2B magazine each month and I skim through and throw it in the bin. Can't recall any of the adverts or promotions in the magazine. And I've never ever clicked on an advert in a website. But on occasion I remember seeing the name of a supplier so I just do a Google and find their website.

Marketing works best if there are multiple impressions. People won't remember you fist time round but if they see your products again and again then it can stick.

 

[fattony]

Great responses, this is all to be part of a marketing strategy, direct mail, followed by cold call then magazine / LinkedIn.

No idea if it’ll work but without trying I won’t know

 

[justinaldridge]

It would be great if you could update this thread with the results of the campaign you finally choose to go with

 

[fisicx]

Great responses, this is all to be part of a marketing strategy, direct mail, followed by cold call then magazine / LinkedIn.

That seems to be the wrong way round.

Use the magazines, linkedin and adverts on industry related sites to promote the products or services. Get people used to seeing your name. Contribute to blogs and forums and other related media to show authority and expertise. And then send the email. Follow up with a call. By now they should already know who you are and what you do. It's now a warm lead not a cold call.

But before you begin. Have it very clear in your mind what you want to achieve. For example: this may be 10 new contracts of £1,000 each. Target the right prospects to meet this aim.

 

[fattony]

Thanks for the advice, greatly appreciated

 

[Annoying Donkey]

I'd disagree with the multiple insertions advice.
If your Ad doesn't get a response first time, why would it simply by posting multiple times?
(yeah yeah, I know, it's branding )
A small business wants sales now, not some unknown time in the future.

Create an offer, limited by time or quantity and run that. Whatever you do, make it so a response is required now.
And the more it looks like editorial, the bigger response you'll get...

If it gets no response first time out, then change it. Make the headline stronger, make the offer stronger, whatever...
Or try some other media...

 

[Blaby Loyal]

What's "FMJ" please?

 

[Annoying Donkey]

What's "FMJ" please?

Full Metal Jacket...?

Or it could be Facilities Management Journal.

 

[Blaby Loyal]

Full Metal Jacket...?

Or it could be Facilities Management Journal.

That's what I googled as well.

 

[Annoying Donkey]

That's what I googled as well.

I've never actually seen the movie, however anytime anyone says FMJ, I always think Full Metal Jacket. But, of course, I was sure it meant something else in the context of this thread...

 

[fisicx]

I'd disagree with the multiple insertions advice.
If your Ad doesn't get a response first time, why would it simply by posting multiple times?

Because you may not need a widget today. But when you do need a widget you recall the name of widgetsRus.

I buy car bits from a specialist. They advertise their special offers each month. I might not need a new starter motor today but because they contribute regularly I know where I can get one when I do need one.

 

[Deleted member 59730]

A small business wants sales now, not some unknown time in the future.

Salesmen want sales. A business wants clients.

 

[AllUpHere]

I'd disagree with the multiple insertions advice.
If your Ad doesn't get a response first time, why would it simply by posting multiple times?
(yeah yeah, I know, it's branding )
A small business wants sales now, not some unknown time in the future.

Create an offer, limited by time or quantity and run that. Whatever you do, make it so a response is required now.
And the more it looks like editorial, the bigger response you'll get...

If it gets no response first time out, then change it. Make the headline stronger, make the offer stronger, whatever...
Or try some other media...

Because you may not need a widget today. But when you do need a widget you recall the name of widgetsRus.

I buy car bits from a specialist. They advertise their special offers each month. I might not need a new starter motor today but because they contribute regularly I know where I can get one when I do need one.

You are both right, just different ways of using the same type of advertising. If your strategy supports mutliple insertions, and you are unlikely to get an immediate response, great. However, if your strategy lends itself to direct reponse use of the medium, also great.

Problems occur when people use the medium in a way which doesnt fit with their strategy.

Personally, I prefer direct response because I can write exceptional copy that gets them queueing at the door. A lot of marketing consultants, however, prefer for clients to play the long game. That way, when they dont get results they can always tell the client they didnt run the ad for long enough.

 

[fattony]

Thanks for the responses, I dont need immediate responses (busy enough) but I would like some indication its working so I probably do need immediate responses, I see both sides here and gives me some great ideas

Thanks

 

[MandaBarnes]

When I was in business previously, I never used direct mail or cold calling. I felt that these were very intrusive practices, as I personally do not enjoy the methods. I did advertise in magazines and got some feedback, I also used social media and got less bang for my buck with that method, since it was so widely dispersed. Generally, running an ad for a good six months or so would be prime, as you're conditioning your potential clientele to get used to seeing you and to trust you. Hopefully that helps a bit, but I do think each practice is very specific to the business you're in, as well.

 

[Lucan Unlordly]

Having sold advertising for a number of years, radio, Yellow Pages, national and regional press, specialist b2b magazines and used pretty much all of them myself it's fair to say that there is no magic wand in play to guarantee the sort of successes achieved in the past.

Although a sweeping statement in my more recent experience, and on the advice of a former work colleague who's still in the game, if your looking to advertise then try to do so in a publication that readers are buying. They buy it, they read it.

I would steer clear of codes as away of measuring response. There's a word for people who use every coupon and code they can lay their hands on - 'fanatic'. Despite having every good intention most folk don't use them, forget, leave them in their handbag etc.,

Also, don't forget the unmeasurable sale, the one that got away. For example...
We advertised on Yell for a couple of years with negligible response. Yes we had a few calls for emergency orders needed for Sunday teatime (about half an hour's time) but essentially lost money. Coming from an advertising background we asked everybody, yes everybody, how they heard of us. The adverts finished but a customer had jotted down our phone number for future use. Some 18 months on he placed an order for £300 and has done so for the past 7 years. The ads worked after all.....