By Efrain Ayala
In an age where advertisements can appear in print and online as well as through television, radio, social networks and mobile devices, golden opportunities to grow your self-storage business can get lost in a delirium of unending choices. Just like any project, advertising needs research, planning and top-notch execution. Here are five ideas and tips to strengthen your print marketing strategies.
Advertising in Code
Did you know magazine ads are the leading medium for prompting Web searches across all age demographics? You’ve probably seen quick-response (QR) codes popping up in your favorite journals. They’re black and white squares with a random arrangement of tiny bar shapes. With a quick scan of a QR code (which is free and easy to create) on your ads, additional information about your business is delivered directly to the scanner’s mobile device.
You can attract a highly targeted audience to your online content by adding QR codes to your next print ad campaign, but avoid these three QR-code faux pas:
- Using a landing page that’s not mobile-friendly
- Directing users to online content that’s irrelevant to the scanned item
- Using a false promise
Plays From the Print Playbook
According to a survey by Deloitte, a global firm providing audit, consulting, financial-advisory, risk-management and tax services, 72 percent of respondents prefer to read information in a magazine. Research shows newspaper and magazine ad messages with Web addresses triple website traffic compared to those without.
According to Affinity’s VISTA Print Effectiveness Rating Service, which measures the performance of ads in major consumer and business publications, actions inspired from magazine advertising have increased 10 percent over the past year. Therefore, selecting targeted and niche publications can be a great way to attract new, pre-qualified leads.
Don’t be discouraged if you don’t have a graphic designer or the skill set to create a wonderful print ad. Many times magazines and other media outlets have a creative staff willing to help you develop your print advertisements.
Fascinate With Photos
Think creatively when choosing photos for your advertising efforts. High-quality photography can spring prospects into action. In addition to pictures of your facility’s beautiful landscaping or sharp-looking office, stand out above the rest by spotlighting the positive impact your business has made in your community. Use your photos to tell an intriguing story prospects will notice.
Resolution is important to your photo quality. If you plan to post photos on the Internet, be sure the dots per inch (DPI) of the photo is no lower than 72. For photos that will be printed for collateral or in an advertisement, make sure the DPI is 300 or higher.