In our shameless self-promotion section we will unveil the first in a series of print ads for the Two Ten Foundation. A national non-profit offering relief and assistance to employees of the footwear industry. To lean more go to www.twoten.org.
As always, we look forward to your questions and comments.
MDG Team
Pumping up your print campaign
BBDO founder David Abott espoused that while styles in print advertising evolve superficially, the enduring principles were based on human behavior and therefore remained consistent. In other words, trends in type, color and borders may vary but the elements of a successful ad remain timeless.
While it’s not rocket science, there is a formula that will enhance the chances of getting your ad noticed and read.
Capture the reader’s attention like a stop sign and direct it like a road map
Have you ever watched someone flip through a magazine? They generally spend about two seconds scanning each page. In order for your ad to break through the clutter, the reader needs to know exactly where to direct their attention. An unmistakable focal point should be followed by a clear path to lead the eye.
Things to keep in mind:
- Americans read from left to right.
Most readers look down after an illustration or photograph-placing the headline below the visual takes advantage of this tendency.
The reader’s journey ends in the lower right hand corner, therefore place phone numbers and URL info there.
Make an emotional connection
The best way to enter the minds of your target market is through the heart. Touch the heart of your consumer and the mind will surely follow. Ads that present powerfully charged emotional stories are the ones that people remember. Don’t assume that you have to write a book but if you want people to talk about your ad give them a story they can tell their friends and family.
Write headlines that offer a reason to read more
Advertising maven David Ogilvy claimed that five out of six people only read the headline of a print ad. Therefore, it’s critical that your copy captures attention and provokes further investigation. The most effective methods include stating a benefit, arousing interest or breaking news.
Do’s
- Appeal to readers self-interest by offering clear tangible benefits
Break news that will spur the reader to delve into the text
Keep in mind that if you want the visual to be the focal point the headline needs to be simple and if you have an intriguing headline, keep the visual simple.
Use pictures to attract and convince
If the headline is not the most prominent feature of your ad then the image should take center stage. In his book Visual Persuasion: The Role of Images in Advertising, Paul Messaris writes, “Photographs come with an inherent guarantee of authenticity that is absent from words no matter how authoritative.” In other words, seeing is believing.
If cost is not an issue use color photographs to attract greater attention
Green and blue attract the most attention
Models looking directly at the reader are more effective than an off-center gaze
Make text legible
While it may seem painfully obvious, it’s amazing how many ads feature fonts that appeal on an aesthetic level but require a magnifying glass to read.
Keep in mind….
- Short paragraphs are less daunting- remember that people are pressed for time
Subheads tell your story to glancers
Give readers several points of entry into the text
Test Before, Measure After
Test to see if the ad connects with your audience through formal and informal focus groups. Ask relatives, friends and associates how the ads speak to them. If you don’t get the anticipated response then go back to the drawing board.
How to test your ad
- A toll free number with a dedicated extension to distinguish calls generated by the ad
A website address that includes a dedicated page
A coupon or code identifying the publication
Warning- do not try this at home. We suggest employing the guidance and expertise of a professional marketing firm (such as ourselves) for optimal results.
Get Out and Stay Out
MDG staff can help keep the good times rolling with some fun events both near and far!
First Thursday's ArtWalk
When: May 4, 2008
Where: Laguna Beach, CA, 6:00-9:00pm
www.firstthursdaysartwalk.com
Provincetown Cabaret Music Festival
When: May 16-18, 2008
Where: Provincetown, MA
www.provincetownfavorites.com/pages/events.html
Newport International Film Festival
When: June 3-8, 2008
Where: Newport, RI
www.newportfilmfestival.com/2008/newport.asp
Puerto Rican Pride Parade
When: June 8, 2008, 11:00am
Where: CFifth Avenue, from 44th to 86th Streets – NYC
www.nationalpuertoricandayparade.org/schedule.html
Laconia Motorcycle Week
When: June 14-22
Where: Laconia, NH
www.laconiamcweek.com
Shameless Self–Promotion
Two Ten Footwear Foundation partners with MDG to launch print campaign.
The Two Ten Foundation provides emergency financial assistance and relief to thousands of footwear employees and their families each year. Through scholarships and education, Two Ten invests in future generations and the betterment of the community as a whole.
MDG and Two Ten recently partnered to create a print campaign to raise awareness and visibility of the organization. According to Two Ten Director of Marketing, Ross Evans,
the idea behind the campaign is to demonstrate the issues facing shoe people today including loss of job, eviction and the increasing cost of medical care. We offer some real solutions to some serious issues and MDG captures that emotion.
Here are our picks of what to read/watch this month.
