There’s nothing more exciting than seeing your name or your products in a magazine. The rapidly flipping through the pages of the edition that has just arrived, the nervously scanning for mistakes (in the e-mail address, phone number you provided…), the sigh of relief when you discover none, the knowledge that many people will read about you. It could be an addiction.
Bringing out your product or brand is important. As a (small) company you could spend fortunes being in all different magazines. The problem is: even if you are willing to spend it on advertising, how many people will you reach? No promises can be made. The sales person who sells you the ad will shout that his magazine is sold to 15000 people and will be read, held, fluttered and fumbled by up to 40000, can’t really promise you that all those who touch the magazine will also see your ad and read it. A ‘percentage’ will.
Advertising of course isn’t all about immediate sales: you can’t expect of everyone who sees your ad to act upon it. There are however some things to think about when you’re considering to advertise.
ChromaLuxe is a brand and a product with many different opportunities when it comes to external communication. We want to talk to the end user about the panels, so that they will know of the product and decide they want it in their living room. We also talk to professionals to convince to offer our products to those end users. Different target audiences, different media.
Let’s concentrate on talking to the general public, the end user. Let’s say you’re selling ChromaLuxe panels: Try for looking at other opportunities than the regu!ar full-page ad. Look in the magazine for the short news facts: the pages with the small news items are the pages that are read most in a magazine. It’s short, it’s fast and it’s refreshing and quite often the possibility to announce a discount or give away 10 free panels.
Both options are interesting:
- If you give a discount, people either order a panel from your website or call you with a specific code. This tells you know how many people decided to make use of the offer and where they saw you. A discount needs to be interesting though: for 5% no one will start up their computer. Also always mention net prices instead of percentages. This will appeal more to your audience.
- When you give away free panels, you can limit the offer to 5 or 10 panels, only keep in mind that your readership must at least think they can win. I don’t know if many people will start up their computers for 1 or 2 panels, so make the offer enticing. You’ll also need to pay for sending the panels to the winner, so take that in to account. Another pro: If you have the contestants send an e-mail, you build up a nice database at the same time.
If you want to try one of these options, you’ll need to talk to the editorial staff of the magazine. Sending them a panel with one of their pictures will show them the product and quality in advance and you might even get more out of it than a small article. For the magazine this is interesting as well: they have something to offer to their customers and have something to fill the gaps. Everyone wins!
One more tip! When you want to go for traditional advertising, always ask for the possibility to get an editorial. That doesn’t necessarily needs to be a complete article on your company, but it can be a mention in an article about design or new trends or a short article on a page – right – as mentioned above. It’s all about getting noticed!
Carolyn Krekels is jr Marketing Manager at Universal Woods EMEA, in Schelle, Belgium. She has been taking care of the EMEA marketing for the Universal Woods products for 9 years so far, first working for the EMEA distribution partner of Universal Woods. In 2012 she joined the Universal Woods EMEA team. In Carolyn’s posts, she will give you insight in the marketing actions organised by Universal Woods EMEA and can give you useful hands-on tips on how to bring your product to the market. Contact her via firstname.lastname@example.org