In 2014, an estimated $187 billion was spent on advertising in the United States, with digital (the fastest growing category) accounting for 28 percent, according to an article by Ingrid Luden of TechCrunch. The only category on the decline is print, which held on to just 15%.

Still, print advertisements are a benefit for local service companies, who are looking for a good deal and a chance to gain a large share of attention, as other businesses drop out of this space.

To make the most of your company’s media buying, it is best to enlist a professional marketing firm to procure optimal placement for the best price. These strategists should also coordinate the creative design aspects and analyze the results for future adjustments to your long-term advertising plan.

 

Follow the Mopdog Media Buying and Designing Plan.

Why Advertise?
First you need to determine the immediate business objective.

• Are you promoting a brand to expand the reach of your message for more awareness?
• Do you need to generate leads for your sales force, in order to drive conversions?
• Are you promoting an event and hope to increase attendance?
• Is your business introducing a new product or wanting to engage current customers with a special discount offer?

 

When to Start Planning
Media buying is about being a head of the game, so you must create a comprehensive adverting strategy well in advance. Most print and digital publications require artwork submissions a month before the ad will actually run.

To secure prime ad space, secure your ad contract at least two months before the deadline. If you’re targeting a popular publication—it is best to reserve ad space as an entire year block.

 

Who Is the Focus Group?
Next, determine the target audience you are trying to reach.

• Is your product geared more towards women or men?
• Are you a local, region, national or global company?
• Does your brand appeal to a certain age group or represent a distinct generation?
• Do you offer a business service to an exact industry?
• Is there room to expand to a new category or group?

 

How to Incorporate Information
Don’t over complicate the ad. Readability is an extremely important issue, so highlight the most important information. Grab attention by relying on minimal text and a strong call to action.

Remember to incorporate some way of monitoring the traction this exact ad is gaining or capturing any leads generated. Use a promo code or link to a specific landing page on your company website, such an e-commerce online ordering space or a recent blog that offers more details.

 

What Is the look?
Your artwork needs to be high quality and professional created, whether the ad is for a print or digital outlet. Also, ensure you adhere to corporate branding guidelines.

Smith Heating & Air Conditioning uses a cartoon persona to represent a message of reliable service with a friendly face. To add even more visual interest, the Mopdog designers and strategists often incorporate seasonal twists to the visuals and content.

Where to Advertise
Consider testing different platforms. A well-balanced ad plan includes:

• print periodicals
• online publications / blogs
• commerce websites (like Angie’s List)
• digital newsletters / e-communications
• social media platforms
• outdoor signage and/or billboards
• community event sponsorships

Afraid you might miss a great opportunity? Hire Mopdog Creative + Strategy to research where competitors are placing ads…and what audiences are being ignored.