At The Perfect Six we are all about maximizing your brand’s exposure. We focus on many types of advertising strategy, and begin by analyzing our clients’ digital properties to achieve marketing perfection. We help our clients evaluate their missed opportunities to maximize their online advertising strategy first by maximizing the performance of their website, blog, social media properties, AdWords, PR, and etc.
But today small business owners often sacrifice the big picture focusing only on a Facebook advertising strategy and neglecting the other spokes of their brand marketing wheel. We believe that there comes a time when increasing your reach is the right next step to broaden your consumer base - and it is then that we work with our clients to develop an advertising marketing strategy that includes websites, newspapers and magazines.
Evaluating potential media partners is important to developing an effective advertising strategy. Print advertising isn’t a small investment, so you want to carefully evaluate your options before committing to a spend. Choosing the right print partners can feel like a stab in the dark. It’s important to evaluate the media landscape carefully to ensure the money you invest is wisely spent. However there is no simple advertising strategy template to follow - developing an apples to apples comparison can feel impossible because no two media properties are the same. There are some steps a brand can follow to target their advertising strategy to find the right media audience.
Advertising Strategy Considerations
Choosing a niche - Choosing the right category to advertise in is an important first step in developing an advertising strategy. In some cases you may need to reach out to all the media that cover a category, or you may decide to expand to a new category. Once you determine what media niche you want to go with, you can build a list by visiting the newsstand, searching on Google, and asking around for recommendations. This process can be hit or miss and very time consuming, and there are resources that offer media databases and evaluation tools such as the SRDS Media Planning Platform, but their services can be costly for small businesses.
Evaluating audience - Once you have determined your possibilities, now it’s time to dig into their audience to see where you are most likely to find your target consumers. Visit the company website and look at their media kit for audience information that may include size of audience, age, gender, household income, home ownership, and other demographics that might be relevant to your business. Use this info to determine if their readers are possible prospects for your business.
Negotiating cost - Print advertising can be expensive, and media with national audiences cost more. Check their rate card for rates, but know that you should always negotiate that rate down once you have determined if that advertising outlet is on your hit list. Compare the price to the audience size to develop a CPM you can use to compare to other options.
Additional Opportunities - while poking around their media kit, see what else they have to offer. Often print media have special issues, events, and other programs that you can be part of to increase your reach and provide you additional exposure.
Once you have narrowed down your options, you can move on to the next step of comparing the opportunities, negotiating rates, and developing a plan that fits your budget. Building a magazine newspaper advertising strategy is a necessary part of a complete marketing strategy, and carefully evaluating the media landscape can help you create a targeted advertising campaign worthy of your investment.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.