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CUSTOMER RECRUITMENT UNDER THE SPOTLIGHT
the costs down; and you need to get the positioning right within your chosen publications.
Build your database of buyers
With off the page advertising you aren’t just getting consumers to respond, they are buying. So as well as making a sale, you are adding real BUYERS to your database. Tey go straight into that 0-12 month file and have a lifetime of buying before them. So how do you maximise the potential?
Creativity for Off the Page Advertisers
Historically off the page advertisements were famous for using every inch of space and 10 different fonts in every advert. Tis creative approach has calmed down somewhat, but every inch of your advert is valuable real estate, so use it wisely. First, you need a strong headline to
attract attention and clearly establish what your product is. OTP headlines shouldn’t be short, and they shouldn’t be clever puns. Tey need to be direct. You also need to hone your offer. We
recommend focussing on just one product: sell the dress, not the dress and the handbag. Customers get confused easily and you need to keep the explanation and product description concise. Sell the benefits: “10 Freshly Baked Pies delivered to your door for £25”. In addition, your copy should create interest and desire and list the features of the product in detail. What is the fabric? What sizes are you offering? It is vital not to leave readers with any questions. If they are left in doubt, they will not respond. Te image in the advert should be clear
and create drama, drawing in the prospect. If it’s a fashion shot with a model, make
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sure the model is looking to camera and smiling (people look at smiles more than at moody mug shots!). If it is a product shot give it a dramatic angle and try to provide a sense of scale. If your product needs demonstration show inset shots to help explain its benefits. You are a response advertiser so don’t
be scared to use a prominent call for action: “Order Now”, “Buy today”. Give readers the option to order by web, by phone and by post. Not all off the page ads use coupons now, but it is a strong call for action in itself and it immediately demonstrates that you are expecting consumers to purchase. If it is an older audience we would definitely recommend including a coupon. If you are not certain, test it. Don’t forget to include your guarantee,
it is required by law, so state it clearly, make it a positive. Remember you are asking consumers to send their money off into the ether based on trust. A guarantee and/or free returns is a great reassurance.
Off the Page Media Expertise
With your media choice you will want to hit a broad audience whilst targeting a demographic that are likely buyers. So you might say you want ABC1 55-65 audience as the core demographic and look at titles with this as their bias. But look at the environment too. Some titles can offer a great match to your audience but simply aren’t designed to generate response. Often titles have semi classified or mail
order sections particularly the nationals. Tese are sometimes hidden away but they are the positions that perform best and often you can buy at the best rates. Use the experience and advice of your
Off the Page agency to buy appropriately, especially when you are starting off.
Monitor and analyse your ads, the best performers and the misses too. Review them with the media, offer and creative as key components. Look to test in your key media and then widen into new titles over time. You’ll find that you build up knowledge of the titles that work for you quickly. Ten you and your agency will be able to forecast with a good sound knowledge base behind you. Now the added value to convert you...
Build Your Response Brand
Off the Page advertising has lasted so long because it works. It offers a unique media advertising opportunity and sales channel. But it can also build your response brand and do so quickly. For each advertisement you run there
are hundreds of thousands of consumers seeing it and seeing your brand. Tey may not buy immediately but they will recognise your brand, your tone of voice and imagery. Your brand will become known. Tis is particularly important in the online era. A consumer might see your advertisement regularly and then use that knowledge when they go to buy online, searching and recognising your brand. So you need to ensure you are
supporting your brand image. Te colours, fonts and images should be inline with your overall brand positioning and style. Make sure your products and your offers support your brand. You are generating buyers but you are also generating awareness in your target market for future prospects. Testing is relatively easy, and
inexpensive. Te potential can be “game changing” too. Off the page can be used to build a response brand, generating awareness, driving web traffic and selling at a profit.
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