A print advertising campaign is more than just pretty pictures.
Print advertising design is the great great granddaddy of the advertising business. Magazine ads, newspaper ads, flyers, program ads ... if you hawk it on paper, it's print, baby. The legends of the business cut their teeth on the medium and have established best practices for effective advertising campaigns that are still pertinent today.
Some have even elevated print advertising to an art form. Long copy, short copy, no copy ads—effective print advertising conveys your outstanding value proposition through the marriage of words, visuals, graphics and simple good placement.
Choose a print advertising agency that
knows branding.
At MicroArts, we take a holistic approach to print advertising design. Indeed, a print ad is your soapbox. But it also represents your entire company and brand. That's why you should hire more than a mere print advertising agency; you need a brand launch agency that maintains a constant stewardship over your entire brand image in everything it does.
To be sure, we do everything that any print advertising agency would say. We work closely with you to determine media placement strategies, support the media buy plan and in parallel create advertising that embodies the brand strategy in the most compelling way possible.
But at our creative agency, the difference lies in integration ... and imagination.
As your target demographic peruses a publication, your print ad has—at most—three seconds to capture a reader's attention. That requires an eye-catching visual ... and a thought-provoking headline.
We work hard to encapsulate that "what's-in-it-for-me?" moment. And then we quickly direct a reader on what they should do next. Increasingly, the best call-to-action is integrated with your online presence. Need an inbound marketing agency to develop strategies for your website? A print advertising campaign is one venue you should try.
In short, knock their socks off with print. Tickle their toes and sense of wonder.
And send them "whee whee wheeing" all the way to your home page, a landing page, your store, your front door, a trade show booth ... wherever you need them to be for that next step in your success.
Does your brand launch agency or Internet marketing agency do that?
The MicroArts process for developing effective print advertising
STEP 1. RESEARCH
Our print advertising agency team researches your product and your market. What do your customers want? What do they need? If your print advertising campaign is a part of our comprehensive brand launch strategies, we know the answers already. And our creative agency team knows what single outstanding and differentiating value you bring to the market. We know where the opportunities lie and where the dead ends lurk.
STEP 2. MEDIA PLACEMENT
Our media team determines the best publications, timing and placement for your ads. Often this requires purchasing space well in advance. So you need to be ahead of the game, as well. As an analogy, if you're selling winter fashions, you're creating ads in the heat of summer.
Our brand launch agency team works with you to ensure we can hit the deadlines and media placements that optimize your message and opportunities. Number of placements is also important. Studies show that an audience may need to see an ad four or five times before it even begins to register. Remember, you'll be tired of a campaign long before your audience will.
STEP 3. BRAINSTORM A CONCEPT
How can we make the message most compelling to an audience already bombarded with messages? What's the sizzle? What's the angle your competition missed? Do we use Solutions Selling, which highlights the problems not using your product? Or do we take a more positive approach to extol your virtues? (Both can be effective.)
Sometimes, great ads start with the words. Sometimes it's the visual. That's why our creative team works together to look at your product and your print advertising from all angles.
STEP 4. WHITTLE DOWN THE OPTIONS
Generally, good brainstorming leads to a long list of advertising concepts. Our creative agency internal review narrows down our shows to a more palatable three to five.
STEP 5. CREATE
This is a nose-to-the-grindstone, pencil-to-paper, finger-to-mouse, balls-to-the-wall moment for the entire creative team. We execute the visuals, the headlines, the body copy and the call to action in the most compelling way possible.
STEP 6. PRESENT
When we present effective print advertising to a client we often—depending on the budget and campaign itself—demonstrate how our concepts are extendible and can carry the message over time and how we can use it to promote key selling points. A general rule is if you have four key selling points, you should have four ads. It's easier to capture someone's attention with one searing subject rather than making it a mélange of topics or benefits.
STEP 8. TEST THE MESSAGING
Using online surveys with a statistically viable and useful amount of participants, we can compare multiple ads and messages as part of our
Ultimate Marketing Mix to see which one truly speaks to your demographic. We can also fine tune as necessary if further considerations arise from this testing.
To see how MicroArts can create an effective print advertising campaign that drives your revenues,
give us a call, drop us an email or drop by the barn.
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STEP 1. RESEARCH
