Newspaper Ads - Simple Change With Big Results

[K&G]

I have been advertising my Pet Shop in local newspapers for about a year and a half now with ok results. Each week I used a picture of a different puppy. For the past month, because of time constraints, I've been running the same puppy in all my ads in all papers. The results are dramatic! I guess it's better branding. I wonder why my ad consultants with the various media didn't tell me that I shouldn't be changing the picture? They should have know this. When I ASKED I was told to keep the ads similar in appearance although it's ok to change the content. Should I really have to ask?

[radiogirl]

Unfortunately, with small town newspapers (and other small town media in general) you often get salespeople who do not have any training in marketing, copywriting or graphic design! It's sad, but true.

I would probably guess that 80% of all ads in circulation are missing the mark for the advertisers...simply because the "experts" they are consulting have been trained to sell, but not how to market or optimize.

[Logan]

It's not something I would have thought of, but good tip K&G

[lenny45611]

If the result is good just go ahead. For a pet shop, the changing picture is attractive!

[serendipity]

Hmm that is interesting, so are you getting repeat or referred business, is this the dramatic change? Or are people just picking up the paper but have seen your ads a few times so feel comfortable with your shop? Did you change anything else or is that the only difference?

[Vinsomelosesome]

Originally Posted by radiogirl

Unfortunately, with small town newspapers (and other small town media in general) you often get salespeople who do not have any training in marketing, copywriting or graphic design! It's sad, but true.

I would probably guess that 80% of all ads in circulation are missing the mark for the advertisers...simply because the "experts" they are consulting have been trained to sell, but not how to market or optimize.

John Wanamaker, the founder of the store that bears his name, is most remembered for his quote "Half the Money I Spend on Advertising Is Wasted. The Trouble Is, I Don't Know Which Half".

It would be more right to say that the quote is remembered but John Wanamaker isn't. 16 Wanamaker's outlets being absorbed into Hecht's (now Macy's) way back in 1995 maybe one of the reasons. But its good that successful advertising practitioners bear John Wanamaker's in mind and try not create the infamous 50% advertising.

Talking of ad agencies, how many clients browse magazines and mark ads they like and think about why they like these ads? How many of these clients then follow up with agencies behind those ads? Isn't the ratio of failed ads directly proportional to clients who miss their homework before choosing an agency or creative outfit?

These are important questions worth asking ourselves. Like charity, watertight strategies begin at home too.

[MikeBova]

I am an Ad Director for a chain of newspapers and don't just sell, I consult. The idea of changing pictures actually does work, but the key is to run the same ad for quite a while and then change the picture. The reason is, people do notice. The rest of the ad should be the same. You will still be able to brand yourself that way.

[BusinessBurrito]

K&G,

Successful newspaper advertising depends on so many different factors: campaign or single insertion?, placement, message, offer, creative use of white space, compelling headline and visual.

I've got a ton of great (free!) information regarding print advertising on my website that's geared to small business, and you're welcome to check it out. Click on the "Advertising" button on the nav bar to access the "Newspaper Advertising" section.

Hope it helps!

[roof cleaning]

I HOPE the Puppy is not the headline ?
I think your message belongs at the top of the ad, not your name, or a Puppy.
But if I was using a Puppy, it would be the same one.
Pretty soon, people will expect it in the ad.

IFthe Puppy is at the TOP of the ad, pray it is potty trained

[AtlanticCity]

Definitely. A proactive newspaper would have sent you to their sales dept. for some free tips and advice. At the very least it would be a good PR gesture to get you to continue in the long term and to see if you are having any 'problems' or concerns.

Then when an issue like this comes up you would call the person you already know instead of going elsewhere for answers.