Tips for “Targeting” Your Print Ads

Advertising is an essential part of business. It lets people know what your enterprise is all about and brings in potential customers to your doorstep.

The problem, however, is making sure that your ads reach the right people. The last thing you want to do is have nobody react to your expensive print-ad campaign. So without further ado, here are a few practical tips to help you better target your ads to maximize their effect:

Study the ad campaigns of your competitors

Why start your ad campaign from scratch when you can start by analyzing the ads of your competitors? Take note of the images, words and art styles used in their print ads and you’ll have a good starting point to launch your own print ad campaign.

Collect the demographics of your target population

You can start with the usual demographic categories of age, gender, education, occupation and income levels. You can then move to more specialized categories relevant to your enterprise, including but not limited to: civil status, languages, mobility, car ownership, home ownership, employment status etc. These will help you paint a clearer picture of your target audience.

Find out where and when your target population congregates

Now that you have an idea of who you want to market to, the next step is to identify locations where you can find them bunched up. Where do your local students hang out on weekends? How about elderly citizens? Retired military veterans? Professionals in the IT sector? Professionals in the health sector? Find out where and when they mass up and your print ads will reach out to more instead of less.

Flyer Layouts: What Works Best?

Flyers, leaflets, handbills – call them whatever you want, but they can be one of the most effective tools in your marketing arsenal to reach out to new clientele.

The problem, however, is that flyers are by nature disposable and easy to toss in the bin. This means you have about two seconds to convince people to glance the flyer they just received. Once they see something of interest, you will then have about five to seven seconds to convince them to read the flyer instead of just looking at it. Then you’ll have about twenty to thirty seconds to convince a person to take action based on the content of your flyer.

Utilizing a proper layout will help increase your chances that people will complete all three steps and eventually seek to do business with you.

  • First of all is the visual catch. This is ideally a picture that condenses the message of the flyer into a convenient package. Running a garage sale? Selling cookies? Offering discounted tech repairs? Find or draw an image that conveys the core message of the flyer.

  • Then you have bullet points. These are clear and visible lines of text that give further meaning to the visual catch. Each line should be composed of around eight to ten words that are easy to read and understand. This encourages the reader to move from step two to step three.

  • The final part involves contact details. Any reader who makes it past the visual catch and the bullet points will now be interested to learn more about what you have in store for him or her. Telephone numbers, email addresses, physical addresses and even social media accounts will help connect the interested reader to your business.

Keep these in mind and your flyers will be more likely to pull in new customers instead of being crumpled up seconds after being received!