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Testing Postcard Headline in Newspaper

by eccj
3 replies
I recently tested a very small ad in a small free community newspaper.

It was a headline for people to call a free recorded message.

Now the paper's circulation is about 10,000, my ad was on the bottom of a left hand page, and I would guess that maybe one in six readers fall into the broad target market, that is, if I mailed the postcard I would tighten the target market more than just age and income.

I got four calls to the free recorded message. I think that is pretty good considering the size and placement if the ad.

The question is then if that is a good enough return to go ahead and mail the postcards? Or should I do something else?
#headline #newspaper #postcard
  • Profile picture of the author ewenmack
    eccj, There's more to generating leads which convert to clients
    than just the newspaper itself.

    You mentioned free recorded message.

    Did you get phone calls off it?

    We need to diagnose the whole chain of events to see which
    is the weakest or broken link.

    Best,
    Ewen
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  • Profile picture of the author colmodwyer
    Your response seems tiny...

    Do you consider 4 calls a success based on marketing cost?

    If yes, then you should run again in the newspaper.

    Colm
    Signature
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  • Profile picture of the author eccj
    The recorded message gives a short message and asks for them to leave an address. I'm calling a left message a lead.

    Out of four calls three messages were left.

    The three leads from a hundred dollar ad is really good. But this paper comes out once a month and I would like to scale it, thus the question about direct mail.

    I figured a cheap ad in a newspaper was a better use of money for a test than mailing out postcards/letters.
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