Advertising is all around us, from television and radio ads and poster hoardings to online banner ads. It is not uncommon for multinational companies to have advertising budgets running to millions of pounds.
Small businesses need to advertise as well to spread the word about their services and products and to become better known in the local community.
In this digital age is may come as a surprise to find that traditional print advertising may be the best option for a small business. There are several reasons for this:
Performance – print advertising, especially in the form of magazine ads, is recognised as an excellent way of producing results. In most criteria it does at least as well as television and internet advertising and outperforms both in maximising return for investment.
Permanence – television and internet ads are there and gone in an instant. Print advertising, however, is there every time someone looks at the page it is on. Magazines typically get passed around family, friends and work colleagues meaning that each time a print advert will be seen by somebody new.
Credibility – a print publication that appears regularly with quality content builds a reputation as a credible, reliable source. As such, any advertisements that appear in the publication automatically have this credibility attributed to them by the reader.
Engagement – watching television or listening to the radio are passive activities. Advertising may attract attention but may provoke negative reactions. How often do people put the kettle on during the ad breaks! If someone decides to read a magazine, however, this is a positive choice on their part. They have made a conscious choice to look at and engage with the articles and adverts in the publication.
We are not saying that small businesses should devote their advertising budget exclusively to print media, but it should still form an extremely important part of your planning. One such source you should certainly consider using is The Link Directories, Gloucester’s leading local independent directory aimed specifically at homes in Abbeymead, Hucclecote and Tuffley.