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Construction Connoissuer
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Discussion Starter #1
Ok I know this was just discussed recently, but rather than high jack a thread for my questions, I figured I would start a new one.

First off, I have done several different types of printed advertising over the last several years.
I haven't tried any newspapers, until now. ;)

The local newspaper had a special inserted promotion that I bought into,

"Working the Land" - Fall 2010 Central Indiana Newspaper Group

They had various sizes and rates, of course.

I did a double business card sized ad for $56 One time run, 5 papers.

Frankfort Times
Huntington Herald-Press
Marion Chronicle-Tribune
Peru Tribune
Wabash Plain Dealer

I thought that it was pretty fair for the size of the area, and publications run.
More than likely only 3 of those papers are really within a resonable distance for me to drive, I guess thats one pit fall. But you need to be seen right.

I guess I am looking at what you guys think as far as,
Do you just run the service directory only,
or alot of other center ads, or both,
or what kind of ad strategys do you like?

Also ad critque, I typically design all my ads, this was no exception.
I didn't really like the proof ad that was provided, so I wrote up my own.

Is it lame? I think the "KISS" theory applies, but what about you?

Too me, a service area ad has to be really simple and to the point, because it would be far smaller than this.

Here's where its at now, but I believe the next round will get the epa logo, BBB logo, and ??? any suggestions.

I only had less than a week to make the decisions, and kind of rushed it through,
I wan't to ask sooner,
but the attachments for documents wouldn't work for me, I am sure it my computer.

Any ideas, thoughts, or advise? Please by all means, do share.

I realize if I want to do it, I have to keep going with it, thats why I am asking.
I just want to generate some additional revenue! (don't we all) :laughing:

If its not right, it won't work. :no: :notworthy













Out of curiousity, Cooke - Did you ever buy into it? Or figure out a stragety for yourself? James
 

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Construction Connoissuer
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2,024 Posts
Discussion Starter #4
I'd probably make the type font a bit larger, ya have plenty of room.
I totally agree, there is plenty of room to add stuff, or enlarge.
I didn't realize it as much, until I seen it in print. Hide sight's 20/20.

:laughing: you said crap :laughing:

I am all ears for idea's, I wasn't sure how easy it would be to read.
It actually looks bolder in the paper, than on the computer screen.
 

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Super Moderator
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Wow, $56.00 dollars. That's a good deal. :thumbsup:
These are just some suggestions not trying to critique.:sweatdrop:
I think your center bulleted lines could be better utilized. You could put at least 6 of your most popular services in the bulleted areas. Or, you could even do two columns and have 10 of your services. I think "Family owned and operated", "Licensed, Bonded and insured" ect... could be made smaller and moved down into some of the blank areas. Then loose one of the "Better Business Bureau" lines. If you have "Email us today" you should have your email address or the older folks will be trying to email your website. Add visit us online by your web address.
Theres my 2 cents.
 

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Hey buddy, looks like your working on a little marketing here. That's great to see.:thumbup:

This looks like a great thread and I can't wait to hash a few things over with you. I had an advertisement exactly like that and I would like to share a few things I learned about it. I just got back from a seriously long day of service work and have to clean up, shower, eat, and deal with my crazy kids. When that's done Id like to come back and comment and see if we can work together and come up with a killer ad for you.

This should be an exciting Friday night......I love stuff like this!

Marketing on CT, a couple of beers, laptop and a movie....oh yeah!:laughing:

Mike
 

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Construction Connoissuer
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2,024 Posts
Discussion Starter #8
This is an ad I designed a couple years ago for the yellow pages,
(i don't use the yellow pages anymore, lost tooo much $$)

I was always afraid this was too busy, but I really think it didn't result due to the economy, and the dwindeling yellow page users more than anything.

This is just too much for the newspaper imo, unless a big ad is used, and thats too much $$

I need to stay small enough to afford, but yet very informative.
Atleast I think. :laughing:



 

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Are we ready to get to work? I say we build the best ad possible, you in on this.....it's gonna be a doozy.:laughing:

I say we get crackin and make some F'n money.

Mike
 

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Construction Connoissuer
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Discussion Starter #10

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David Festa
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Running a large ad can chase customers away
There’s one important thing to remember, most customers don’t want a big ticket company with big ticket prices that come with it.
Sometimes less is more if you project it correctly.
But if you’re trying for the hire end clients this may be the way to go
Keeping a balance between the two in key
 

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Construction Connoissuer
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Discussion Starter #12
Ok, this is kind of where, and how I arrived at the newspaper ad proof.
This was a in column ad I ran last year in the yellow pages.

I have kind of tried both large, and small. I do believe 100% you are correct about the balancing, thats the tuff part, but (nobody said it was easy) :laughing:

I have come to one conclusion though,
I didn't get the ROI nor calls that I should have with any yellow pages ad, or high dollar ad campaign.
I conclude this to be mostly, because they aren't being used like they once was.

I do believe the newspaper may differ in the fact that, they do get pick up by many people, each and everyday.
Unlike the phone book, not sure if I am on track, but this is my experience, and thoughts out loud. :shifty:

 

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Lets start with a famous advertising quote:

Tell me quick, tell me true, or else my love, to he11 with you!

Remember the above quote, burn it into your head, here is why.

You are an uninvited guest, people do not want to pick up a newspaper and see advertising. Your an intruder and you were not asked to be around. Keep in mind you have competition all doing the same irritating thing.....Marketing.

People who read publications have a built in perception of what they will encounter for companies advertising and getting in the way of their reading enjoyment.

Most companies do a poor job of advertising as it concerns the total sq inches of space they rent for the ad. Your job is to blow away expectaions and make people stop in their tracks and read what you have to say. In reality your no different than a roadworker with a flag controlling traffic. The only difference is your flagging readers down and saying "come over here I have something important to say"

Now, advertisers do this all the time and they do it with a headline. The problem is most people let the reader down and offer nothing in return. It's like taking your children to the carnival and all the rides are out of order.

With that said here are time tested minimum requirements from a multi-million dollar marketing corporation.

Your advertisment MUST at the minimum do the following to be effective.
  1. Get attention
  2. Show people an advantage
  3. Prove it
  4. Persuade people to grasp your advantage
  5. Ask for action
So that's it, lets put this to work.

You have to get attention and the best way to do that is with a headline. The best headlines are short as possible. A headline can do one thing or it can do multiple things. Square inches of advertising space isn't cheap so the more the headline can do the better off you are. Lets go for 2 and make it killer.

Remember, your holding a flag and all you can do is wave that flag and capture the few people of the total readers that will use your services. Once that's accomlished your job is to tell that person that if they keep reading you have something great to offer.

It's really that simple. And remember what I said about letting them down, if you don't give them a reason to keep reading they simply pass you by.

Headlines can be positive or negative.

Positive headlines convey how the reader can SAVE, GAIN, ACCOMPLISH something by using your company.

Negative headlines convey how the reader can avoid loss, risk, mistakes, etc etc.

So you have some options and the approach is up to you.

Lets write a headline. What can you do for the reader? Do you offer something different? How long have you been in business? We need something with teeth, something strong. Do you have a list of words? Perhaps something you excell at or have achieved accolades for?

This is the hardest part of the whole advertisement, after this it's a short process.

Let me know, and if anybody has any other input fire away.

Mike
 

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David Festa
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You need to lose a lot of that info, GRR you’re going to make dig up my old newspaper ads, scan them and post to show how mine looked. Not saying mine was any good but my phone rang
 

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Construction Connoissuer
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Discussion Starter #15
Just so ya know, I will have to think on this a bit,....:laughing:
 

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Construction Connoissuer
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Discussion Starter #16
Agreed, I am all about changing things up, and thinking outside the box.
 

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Just so ya know, I will have to think on this a bit,....:laughing:
Asolutelly, it took me a couple days to develop my headline crow. Now I use it for everything.

Remember something, this little advertising can build a business...plain and simple. We put some time into this and really think about it you can do well. It's much better to spend time and do it right than it is to do it quick and do nothing for the cusomers.

More time=More money

When I changed my headline and built an advertisement that worked I went from a couple calls here and there to calls each and every day.

I'll put my thinking cap on also.

Mike
 

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Construction Connoissuer
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Discussion Starter #19
Thats an attention grabber,....













































































Then a kick in the balls. :laughing:
 

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David Festa
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Mike is it the beer in Wisconsin that makes you so smart or you born that way.:thumbsup:
Good insight and sound advice TY. That’s what CT is all about:thumbup:
Soon as I find my old ad I’ll post like to know what you think:cry:
 
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