Creating Effective Print Marketing Campaigns | Hunting, Fishing, and Outdoor Industry Ads
By Hatch Marketing Staff
You open up a hunting, fishing, or outdoor magazine, and are nearly instantly greeted by a flurry of print advertisements. From two-page spreads to quarter-page callouts, there are a wide variety of messages attempted to be conveyed through these marketing avenues. Today’s consumer is almost numb to these types of brand messaging. In order to have an effective print marketing campaign, there are several characteristics that should always be included in you hunting, fishing, or outdoor ad.
Far too often we see ads trying to jam all-inclusive statements into a small area. While trying to deliver or explain the entire product/brand message may seem like the best method (especially for newer entities), it can be completely ineffective. Successful businesses in today’s marketplace have websites that engulf a customer in the brand, products, and information. A simple ad that drives curiosity or peaks the interest of the consumer is very effective and allows the consumer to get more information from the website at which point you now have the consumer in your “virtual brand base.” The ad that sheds some light on the new product or brand, yet draws more of the desire to know/learn more wins. There is only so much that can be placed in an ad and delivered to a consumer.
For instance, let’s say that we were pushing a new bow in an archery magazine. An ad that highlight the standard specs like IBO Speed, Brace Height, and Axel to Axel Length would be good, and adding some tag line highlighting “Cutting edge vibration dampening grip” would exhibit a new technology from the brand. This would likely entice the customer to visit the company’s website to learn more about the product at hand. However, if the ad was laced with greater detail, such as “Molded grip with micro vibration dampeners embedded reduces hand shock” could result in so much detail that there is no need to “learn more” about the technology. At which point the consumer does not visit the website and become surrounded by the brand and products in a controlled atmosphere. Curiosity drives the potential to make a greater brand impression on a potential consumer, this is must know information to be effective with a print marketing campaign.
Success Must Be Trackable
When a long awaited magazine ad finally reaches its point of distribution, the real work has only just begun. Though many of hours have been placed into strategy, design, and execution, successful ads are not determined until the response is generated. Though sales or website traffic can be interpreted as positively affected by the ad, unless a definitive trackable measure is made, it is no more than speculation. Creating a trackable print ad is not as easy as it sounds, but there are several effective ways.
First, and most often used, is creating a specific landing page on your website for that ad only. A unique trackable page, something like www.hatchmarketing.com/landingpage, would allow you to measure traffic to your site from that ad. It also allows you to create content on that landing page very specific to the magazine and readership. This can help create a more effective marketing message. Alternately, you could provide a custom promotional code to purchase items from your eCommerce. Something as little as a 10% discount can really entice usage of the code, and with substantially larger margins when selling direct to the consumer, it can be monetarily beneficial too.
Call To Action
A print ad is only as good as what it wants the consumer to do. So many high quality print ads leave consumers in limbo on what the next move is for them. Be blunt! Tell the consumer exactly what you want them to do and make sure it is clear. A high quality call-to-action can make the difference between a successful ad and a lost print marketing campaign. This action can be as simple as “Visit our website” to sending consumers to a specific retailer.
When creating a print ad for distribution, consider the outlet and audience you will be reaching out to. Then, take into consideration the ability to intrigue, track, and command a consumer. The result will be a successful print marketing campaign.