We live in a digital age but, done well, print ads can still be a powerful marketing tool. That said, not every print ad is created equal. There are reasons your ad may have fallen short, or flat.
- Targeting
Your ad may be perfect, but in the wrong place. It didn’t produce the results you were hoping for because your target didn’t see it. Understanding the demographic and psychographics of your customer is obviously important, but that knowledge becomes somewhat superfluous if it’s not matched to the placement of the ad. Without precise targeting your message could be lost on those uninterested or relevant to your product or service.
- Weak Visual
What you see is what you get. In print advertising, the visual speaks volumes. If your ad lacks visually compelling elements, it probably didn’t make the impact you had hoped for. Professional design produces the kind of imagery needed to stand out.
- Weak Messaging
You can be cute; you can be clever. Just make sure you are also clear and concise. Copy that is confusing or unnecessarily complex usually fails to capture attention or convey the message. And the most important piece of copy is the headline. Think of that as an “ad” for your “ad.”
- Bad Timing
In comedy, they say timing is everything. It’s a big part of advertising too. There’s a certain amount of common sense involved. If you are a financial institution, sell your rates when they really are competitive. Run a personal loan ad when people are predisposed to spend, like before the holidays or closing in on tax time. If you are a small chocolatier, publish your ad before Valentine’s Day.
- Lazy Call to Action
We’ve seen ads with no call to action. We’ve seen them with lackluster versions. Sometimes there’s just too many. Here’s our address, call our local number, call our 800 number, go to our website, find us on Facebook…just pick one.
Thinking about a print ad campaign? Want it to work? Call us.