Ad update, changes and opportunities abound.
Last summer I posted about the advertising vehicles I collected from around the country. With a recent local change, here's an update.
After decades of publishing, the Akron Beacon Journal has discontinued it's bulk mailing of a wrap around ad sheet which contained grocery stores, pharmacies and local businesses. They now only publish this in the paper, and no longer use bulk mail.
So, the current Red Plum is twice the size of last week's. It has a new four page, 12 ad insert called Ad$Worth. They prepared for the opportunity to pick up the business the ABJ LOST.
An observation, 3 of the 12 ads in this flyer are pizza shops, 2 of which have just thrown money out into the street.
I know for a FACT, these ads are a waste, BECAUSE, we have natural boundaries which people don't cross. In my zip code, I have 11 choices to have a pizza delivered. But in the next zip code, across the river, they have their own six. And because of the time and hassle of going over the river and the railroad tracks...
a business like the pizza shop is throwing money away by sending thousands of ads to people outside his market.
Which makes for an OPPORTUNITY for those offering local and more targeted advertising.
For example, a pizza shop on this side would be wasting money on a 10,000 EDDM mailing (stand alone or co-op) if half of those were delivered across the river but would really benefit from a 4700 mailing into his area. His customers may be two miles and even though, as the crow flies, a person lives only 3/4 of a mile, if it is on the other side of the river, is a waste of his ad dollar.
Another fact...businesses are still advertising. AND still with PRINT.
Add in the online loyalty program, a birthday program, school sponsored events...and a person who wants to help businesses get more customers or increase sales...
has opportunity...
morning, noon and night. AND, of course, you could always offer some IM stuff too.
What's happening in your neck of the woods, is your local paper getting smaller and smaller?
gjabiz
PS Being a pro means you know where your client's business comes from, otherwise, you come across as just another ad salesman.
After decades of publishing, the Akron Beacon Journal has discontinued it's bulk mailing of a wrap around ad sheet which contained grocery stores, pharmacies and local businesses. They now only publish this in the paper, and no longer use bulk mail.
So, the current Red Plum is twice the size of last week's. It has a new four page, 12 ad insert called Ad$Worth. They prepared for the opportunity to pick up the business the ABJ LOST.
An observation, 3 of the 12 ads in this flyer are pizza shops, 2 of which have just thrown money out into the street.
I know for a FACT, these ads are a waste, BECAUSE, we have natural boundaries which people don't cross. In my zip code, I have 11 choices to have a pizza delivered. But in the next zip code, across the river, they have their own six. And because of the time and hassle of going over the river and the railroad tracks...
a business like the pizza shop is throwing money away by sending thousands of ads to people outside his market.
Which makes for an OPPORTUNITY for those offering local and more targeted advertising.
For example, a pizza shop on this side would be wasting money on a 10,000 EDDM mailing (stand alone or co-op) if half of those were delivered across the river but would really benefit from a 4700 mailing into his area. His customers may be two miles and even though, as the crow flies, a person lives only 3/4 of a mile, if it is on the other side of the river, is a waste of his ad dollar.
Another fact...businesses are still advertising. AND still with PRINT.
Add in the online loyalty program, a birthday program, school sponsored events...and a person who wants to help businesses get more customers or increase sales...
has opportunity...
morning, noon and night. AND, of course, you could always offer some IM stuff too.
What's happening in your neck of the woods, is your local paper getting smaller and smaller?
gjabiz
PS Being a pro means you know where your client's business comes from, otherwise, you come across as just another ad salesman.
David Hunter | Duke of Marketing
www.DukeOfMarketing.com
www.BibleAndFriendsYouTube.com