Graphic Design and Print Advertising

Top 10 Reasons to Advertise in Magazines

1. Magazine advertising engages: Multiple studies show that consumers are more likely to find magazine advertising acceptable and enjoyable compared to advertising in other media. In addition, they find magazine advertising less interruptive.
2. Magazine advertising is considered valuable content: Consumers value magazine advertising, according to numerous studies. Starcom found that when readers were asked to pull ten pages that best demonstrate the essence of their favorite magazines, three out of ten pages pulled were ads. MRI data show that consumers trust and value magazine advertising. These studies’ findings reinforce those from the Northwestern University Magazine Reader Experience Study.
3. Magazine advertising moves readers to action, including visiting and searching on the web: More than half of readers took action or had a more favorable opinion about the advertiser in response to magazine ads, according to Affinity Research. Numerous studies prove that magazine advertising drives web visits and searches more than other media.
4. Magazine advertising improves advertising ROI: Multiple studies have demonstrated that allocating more money to magazines in the media mix improves marketing and advertising ROI across a broad range of product categories.
5. Magazine advertising sells—and it delivers results consistently: Several studies show that magazines are the strongest driver of purchase intent and boost other media’s effectiveness. What’s more, magazines deliver results more consistently throughout the purchase funnel than TV or the Internet.
6. Magazine advertising is relevant and targeted: Consumers consider magazine advertising more relevant than advertising in other media. With a range of titles that appeal to a wide variety of demographics, lifestyles and interests, advertisers can hone in on targets that fit their needs.
7. Magazines reach the most desirable consumers: Across major demographic groups, the combination of the top 25 magazines delivers more rating points than the top 25 TV shows. In addition, heavy magazine readers are likely to be among the highest spenders across most product categories.
8. Magazine audiences accumulate faster than you think—and with lasting impact: The average monthly magazine accumulates approximately 60% of its audience within a month’s time, and the average weekly magazine accumulates nearly 80% of its audience in two weeks. In addition, consumers refer to magazines multiple times, even saving them, giving advertisers the opportunity for multiple exposures.
9. Magazines influence Influentials®: Magazines are the medium that “Influential Americans”—the one in nine consumers who control the levers of change—turn to the most for making purchase decisions and recommendations.
10. Magazines supply credibility: Consumers trust and believe magazine advertising more than advertising in other media. In addition, consumers turn to magazines as a source for information on new products.

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Top Advertising Campaigns:

• Nike - "Just Do It"
• U.S. Army - "Be All You Can Be"
• Campbell Soup - "Mmm mm good"
• Energizer - 'The Energizer Bunny"
• M&Ms - "Melts in your mouth, not in your hands"
• Wheaties - "Breakfast of champions"
• DeBeers - "Diamonds are forever"
• Kellogg's Rice Krispies - "Snap! Crackle! and Pop!"
• California Milk Processor Board - "Got Milk?"

Consider the previous examples and you will easily recognize the benefits of having an advertising campaign that outlast trends and gives your company instant brand recognition. One thing these companies have in common is advertising longevity. With one concept they were able to deliver years worth of advertising that compounded upon itself and their brand recognition grew. So what are the rewards of developing a durable, long-lasting advertising campaign? Whether you're a small business just starting out, or a corporation that has been around for years, the following considerations may help you spend your advertising dollars wisely.

Elements of a Successful Advertising Campaign:

1. Brand Recognition. With the amount of competitors selling the same services, or similar ones, as your company, you need brand recognition. Sticking with one advertising campaign that puts your name, products, and services firmly in the mind of the targeted consumer.
2. Longevity. Many advertising campaigns fail or are short-lived because they are trendy or we're developed without a long-term strategy in place. Don't just get into the minds of your prospects, stay there for the duration.
3. The Snowball Effect. The longer your campaign lasts, the stronger it will be and the more prospective consumers will continue to recognize your brand and your message and assimilate it the more they experience it. Become a part of their subconscious minds, where many purchase decisions are made.
4. It's Your Foundation. Your advertising campaign is not only your advertising strategy but your advertising foundation. Each new ad builds upon the previous ads giving your consumers multiple impressions that build upon each other. Give your prospects a comfortable source to go for your services and products.
5. Consistency. 1) Consistency nurtures confidence because people want what is familiar to them. Being consistent proves reliability and dependability. 2) Consistency saves money—having one corporate identity, slogan, etc. keeps costs down. 3) Consistency reduces imitators. Once you have positioned yourself within your niche or in your industry you've reduced the likelihood of a competitor using a similar approach, and even better, if they do, their advertising just reminds consumers of you.
6. Future Potential. An effective ad campaign is transferrable to any media. Start out with print or internet advertising and then move on later to televsion or radio using the same theme while further increasing your exposure and brand recognition.

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So now that you understand what an advertising campaign is, why it's important, and what elements to consider when having one developed to ensure that your campaign is effective for the long haul, it's time to get started on building yours! Effective Advertising Solutions LLC has put together a very affordable package to help get you started! Your campaign can include the design of advertisements for almost any type of print or internet media of your choice. We will help you decide where to run your campaign to be the most effective at acquiring prospects and getting brand recognition.

Advertising Analysis / Business Analysis

The goal of EAS is be your parter for the long haul. In order for us to accomplish this we need to not only keep you in business, but ensure that while your company is with us you're continuing to profit and grow. We don't want to just build you an advertising campaign and then send you on your way—we want to keep adjusting and modifying it so that you continue to get consistent positive results! We offer several analysis services to accomplish this goal. Don't just assume your advertising is doing what it's supposed to! Measure It and Make Sure It Is!

• ROI (Return on Investment) Performance Analysis
• Demographic / Industry and Marketing Research
• Creative Advertising, Marketing, Design Audit and Analysis
• Visual and Advertising Communications Audit and Analysis
• SWOT Analysis (Analysis of your Strengths, Weaknesses, Opportunities, Threats)
• Competion Comparison and Evaluation
• Phone Statistical Research and Call Tracking (Can use to monitor success of call-to-action advertising)
• Ad Campaign and Advertising Effectiveness Analysis

10 Direct Marketing Tips to Improve ROI with your Direct Mail Campaign:

1. Choose the Right List - An effective campaign is one that reaches those consumers or businesses most likely to be interested in your product or service. In fact, up to 40% of direct mail success relies on choosing the correct list of prospects. Getting your message to your target audience generates higher quality leads and increases your ROI.
2. Timing is Important - You wouldn't purchase groceries a month before cooking, so why order a list well before your campaign is ready? Lists go out-of-date at a rate of 15% or more every year. When you build a Direct Mail Campaign with Effective Advertising Solutions we create the list as the last step before getting ready to send your design to the printer. This results in a higher percentage of deliverable mail because the list is fresh.
3. Define your Campaign Objective - Before starting ask yourself what you're trying to accomplish with this campaign. Business launch campaigns to build their brand or announce their presence, while others aim to generate sales. This the first and most important step in a direct marketing campaign because all of the other steps are based on helping to accomplish this objective. If you don't have a clear objective you won't be able to determine if your campaign is successful or not.
4. Include Offer and Call-to-Action - If you want your direct mail to elicit responses you have to generate excitement. Programs such as discounts, free consultations, and buy-one-get-one-free offers, coupled with deadlines, give the prospects an incentive to contact you quickly.
5. Give Multiple Ways to Respond - Some people prefer sending an email, while others prefer calling on the phone. If you offer phone and mail the response rates will be equally split. However, if you eliminate one method, the total response rate drops 20-25%! Giving your customers multiple ways to contact you not only generates more responses, it also allows your prospects to choose how they feel most comfortable contacting you.
6. Testimonials are Powerful - People trust companies with good references. Peers are the second most trusted source of information with 22% of respondents of a recent Sirius Decisions survey. (With the first being Industry Analysts) When your message is supported by customers it has greater influence since they're objective and independent from your company.
7. Test, Test, Test - You will never fully know exactly what will register with your prospects until you try it. The best way to increase response is by testing three elements of your campaign, one at a time. 1) The headline or opening sentence, 2) The offer, and 3) The Pricing. By knowing and using what has proven to be successful, future campaigns will be more efficient and will generate higher ROI. In addition, the more we know about what influences your prospects the most the more effectively EAS can design your future advertisments.
8. Manage Your Expectations - It is important to be realistic with your expectations for your direct mail campaign's response rate. The deliverability rates for consumer and business lists are 94% and 90% respectively. However, the average response rate for direct mail prospecting campaigns is 1-2%. The disparity between delivery and response rate further illustrates the need to have a specific target, a proven method of reaching them, and an effectively-designed advertisement.
9. Call To Follow Up - Following up a direct mail campaign with a phone call makes your company more personal and helps to reinforce your brand. Every day a lead is not followed up it loses 10% of its value. Calling prospects is a great way to quickly establish a relationship.
10. Track Results and Calculate ROI - Monitoring the number of people who respond to your mailing and what characteristics they have in common is critical. This will help you define targets and what resonates with those prospects when you are designing future campaigns. Effective Advertising Solutions has a couple of tactics to track results and make sure your direct mail campaign is producing positive results and a good return on investment.

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You Need A Specific Target-Market Mailing List:

To have an effective direct mail campaign you will need an effectively-designed mailing AND a specific and up-to-date mailing list of your target market. The list is key and separates what gives direct mail an edge compared to the other methods in your advertising program. When you get a mailing list as part of a Direct Mail Package from Effective Advertising Solutions you can rest assured the mailing list will be up-to-date and specifically targeted. After all, we have a vested interest in you seeing positive results from your direct mail campaign. With a custom-tailored list we can specifically and effectively design your mailing to appeal to your prospect, and actually hand-deliver it directly to them!

Prices below reflect the average cost of a relatively specific, custom list. List pricing will be dependent on your needs and may be significantly less. Contact us for a free estimate. Here's an idea of how specific we can get:

• Consumer or Business Lists
• Include Phone Number option for your Sales team to follow up with.
• Filter by individual Zip Codes, Cities, Radius around an address, or a combination of all.
• Demographic Filters such as Age, Income Range, Gender, Homeowner/Renter, Dwelling Type, Length of Residence, Mail Order Buyer/Credit Card User. Adult Age can be as specific as a 2-year period!
• Consumer Selects such as Auto Vehicle Make/Model, Buying Behavior of Apparel/Books/Credit Card/Electronics/etc., Health Related such as Allergys/Arthritis/Diabetic/Organic Food Buyer, etc., High Tech such as PC Owner/Software Buyer/Internet Connection Type, Life Event Selects such as Expectant Parent/Child Nearing Highschool Graduation/New Parent/Newlyweds, Wealth Indicator such as Likely Investors/Insurance Policy, Travel Selects such as Vacations they Have Taken/Would Enjoy.
• Lifestyle Interests such as many specific Hobbies, Arts, Biking, Cat or Dog Owners, Boat Owners, Career Improvement, Christian Families, Sports Memorabilia Collectors, Fishing, Sports, Travel, and many others.
• Business Filters such as Employee Size Range, Sales Volume Range, Year Business Started, Home-based Businesses, Small Business Indicator.
• New Homeowner Lists with filters including Deed Recording Date, Mortgage Amount, Purchase Price, Gender, Transaction Date/Type, Dwelling Type, Loan Type, Loan to Value Ratio, and Lender.
• New Movers Lists with filters including Phone Number, Census Mean Income, Property/Dwelling Type, Previous Address, and Distance of Move.
• Physician Lists including licensing and association data, and professional and alumni directories
• Specialty Lists such as Occupation Type, Industry Type, Churches, Fortune 1000 Companies, Pilots, Teachers, Real Estate Agents, Expectant Mothers, Timeshare Owners, etc.

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