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Connect With Your Target Market Audience ... Offline

Posted by Regina on Aug 3, 2011 6:15:00 AM

TargetIn today’s Internet-focused world, many businesses allocate most of their marketing efforts and marketing dollars - to online advertising. While online marketing may be a very successful advertising media, some customers still live in an offline world. To connect with offline customers, you must utilize targeted print marketing options, such as postcards, letters, and newspaper and magazine advertisements.

In this newsletter we will explore four tips to manage a successful print advertising campaign.

Step 1: Use various forms of print advertising to connect with your target market; newspaper and magazine advertisements are both effective offline methods of targeting potential customers.When trying to determine which newspaper(s) and magazine(s) you’ll use, be sure to select publications that are aimed specifically towards your target market - whether it's based on geography, demography, or industry.

Step 2: Once you have selected appropriate publications, determine how often your advertisement will run.  With advertising, over-exposure is better than under-exposure; you must expose readers to your advertisement multiple times for it to be effective.

Step 3: Once you’ve determined which publications and schedules are appropriate for your target market audience (and budget), you’ll need to create a message that will connect with your target market’s needs. You should tell readers who you are and what you can do for them.Be sure to include a call to action; instruct readers to visit your web site, call, or visit your store for more information.

Step 4: Lastly, measure and track; you will not know if a campaign was effective unless you track performance. By including your web site in all advertisements, you can track the number of visitors to your site during, and immediately following, the campaign. A dedicated phone number included in the advertisement also allows for easy measurement; track the amount of people who call the number. If you include your main business phone number, you can track campaign success by asking each inquiry how they heard about you. Tracking allows you to understand how many people viewed your advertisement and took some action… and ultimately became new customers!

Feel free to contact us for a complementary evaluation or let's chat about how you can hire an entire marketing department for less than you would pay for a marketing employee. Call us today at 401-709-4342 or email us at support@xzito.com. Learn more about our Print marketing solutions. 


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