Over the last 14 years, we at Our Town have talked to hundreds — oh, gosh, it’s actually thousands now! — of owners of small businesses, before and after their advertising campaigns. Here are some of the things we have learned:
1. Plan for repetition.
The single most important element to successful advertising is repetition. Think about it —how often have you purchased a product based on seeing an ad just one time? For most goods and services, people need to see your ad at least three times before they’ll act…and that’s if they have a need for your product or service!
So, the first month is usually the least rewarding month. Nothing — not even a full page ad — can compensate for time and repetition.
If you want to increase exposure in a shorter time, consider running your ad twice or more in a single issue. We have several advertisers who swear by this method!
Our suggestion: Buy your ad in a size that you can afford to run for at least 3 months.
2. Know what you are buying.
When you buy advertising, make sure you know exactly what you’re getting for your money. Compare the cost per household using the actual verifiable circulation of each publication — not just the number that may be left in stacks around town.
Our Town mails directly to 12,500 addresses in each of our mailing areas, and we have the paperwork to prove it. Make sure you’re comparing apples to apples!
3. Keep your expectations realistic.
Our Town should be just one part of your marketing efforts. We do have a few advertisers who get all their business from their Our Town ad, but they are the exception. Put some of your eggs in other baskets, so potential customers run into your name in several places.