Print Ad and Screen Ad - a Marriage made in Heaven

In these days of tight budgetary control, I am always urging clients to think creatively, and try new ways of marketing their business without increasing spend.

I would like to look, therefore, at the relationship between your print advertising and what happens when your customers visit your premises.

In Kent, we have a very popular weekly free publication called the Wealden Advertiser. Many local businesses advertise regularly in this, and other reagional publications, as they perceive it to represent good value for money. Certainly, over a period of time, there is no doubt that consistent visibility will generate enquires.

A 6cms single column advertisement will typically cost £40.50 + VAT per week. Over a 52 week period, this will total £2,106 + VAT, so not a small sum for the small business.

How many advertisers are able to track the return on that investment? To make it worthwhile, this advertising cost really needs to result in at least £4,000 worth of new business. If you do advertise in local publications, do you really know what business is generated as a DIRECT result of that advertisement?

I know that is being simplistic, as consistent advertising has other benefits: maintaining a profile, reminding existing customers that you are there etc., and this has great value.

But let's look at a low-cost addition to complement your print advertising.

Local, and indeed national advertising is about generating the enquiry. If you are a business with premises that are visited by your customers, what can you do to maximise end per head from those customers. At the end of the day that is what you want:

Profile - Enquiry - Sale - Customer Retention/Loyalty

From as little as £18.95 + VAT per week (so less than half the cost of your small weekly local advertisement) you could have a dynamic, direct-response digital screen in your showroom, at your trade counter or in your waiting room; indeed, anywhere where you need to engage with your customers and clients.

The printed advertisement has brought the customers in and the screen will maximise the spend-per-head opportunity.

Additional Sales:

“Just to let you know, Sheffield Central have just received the stock of the Fein MultiMasters. They have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens.“ Electrical Wholesaler

Customer Care:

“Our customers appreciate that we are far removed from the 'production line' world of the multiple optician chains; we provide them with a caring, professional service - personal attention that's combined with value for money.” Opticians

Increased Spend-per-Head:

"On the first day of playing our content in our waiting room we had four or five new enquiries into private treatments. It is a significant marketing tool for us.“ Dental Practice

Taking the Electrical Wholesaler above as an example, what would £700 of increased sales versus £18.95 weekly costs mean to your business?

For further information on digital sales and marketing screens, please call Argent Ram Media on 0845 009 5396 or email lorraine@argentrammedia.com.