Tuesday, January 22, 2013
Traditional advertising isn't dead - case in point
You've no doubt heard colleagues say that traditional (paid) advertising is dead, but I've never agreed. I still think that advertising is an important component of any well-executed marketing plan along with PR, social media marketing, and other related tactics. I was reminded this weekend of the power of a good print ad in creating awareness and making a sale.
On Saturday I picked up a magazine called Women's Running as I am slowly getting into running for exercise and want to learn more about it (mainly what I am no doubt doing wrong!). I recently purchased new running sneakers to replace the pair I bought last year which had worn out. Due to a problem I am experiencing with some mild pain in the arch of my right foot, I've been considering getting inserts for my new sneakers.
As I reviewed the magazine, I came across a full-page color ad for the new Active Series insert for athletes from Dr. Scholl's, a well-known and trusted brand. The ad lead me to visit the company's web site for more information where I found a link to a $5 off coupon for this product. After reviewing additional information about the insert on the web site, I printed the coupon and redeemed it last night at the local drugstore. The coupon really helped make the sale for me but I probably would have purchased them anyway without it.
Seeing the well targeted print ad in the magazine created awareness for the product at a time when I happened to be interested in such a product. That lead me to the web site, which lead me to the coupon, which lead to my purchase of the product. That is a marketers' dream!
I know it's not often that a print ad leads directly to a consumer's purchase of a product or service quite that quickly, but it can and does happen. I'd be a hypocrite if I told my clients that advertising doesn't work, especially after being my own case study. All this experience did for me was convince me all the more that a well-designed ad placed in a highly targeted medium (online, newspaper, magazine, TV, radio, etc.) is still a good form of marketing.