What is the reader demographics? Where do readers get the publication? Is it free or a paid subscription? Who are the other advertisers? Much of this information is available in a media kit and most times you can download the media kit off the publications Web site before you call to inquire. If the demographics seem to be a natural fit, then make the call and set up a meeting. While it’ s important to understand who the magazine targets, it’ s much more important that your rep understand the business of your pharmacy. What are your target markets? What areas are you looking to grow in your pharmacy? What kind of relationships are you looking to build? What are some of the ways you can benefit from being an advertiser? Will they promote your pharmacy through social media? Can you write an article or blog post for the publication? Do they have networking events that you may attend? Will your rep introduce you to other advertisers, namely physicians and other allied health care practitioners? These are all important questions to ask and understand. While print advertising isn’ t cheap, the expense can certainly be justified by having this relationship and nurturing it.
New Media Flip through any major publication, and you’ ll typically see the instant awareness that comes with an“ f” in a little blue box or a“ t” in an aqua box. Facebook and Twitter have become mainstays in print advertising. This is a good thing because it encourages the reader to take action, namely liking or following your business in a more active format of marketing. It also works the other way too. If you run a print ad campaign take those images and post them to Facebook and Twitter. Be bee-like and cross-pollinate between media channels. You may have also noticed that print ads are now adding QR codes [ see the article The QR Code for more information.] QR codes can take the reader to a variety of places like an online form to sign up for your newsletter, your social media sites or your Web site. They can also be more targeted. For example, a general print ad about your pharmacy can have a QR code that takes the reader to your current sales flyer. On a more specific level, a QR code on an ad for BHRT can take the reader to a video on your Web site about the benefits of compounding. Video is a great way to take your ad from static to action [ see Lights Camera Action for tips for making the most of your videos.]
You’ ve Got Mail!
Remember how exciting that sound was when email was still in it’ s infancy? We were delighted to get an email. Now we cringe when the number of messages gets updated every few minutes.
Fortunately receiving actual mail can be a powerful force for getting your message out. In fact, it, when it comes to Baby Boomers, it might be the best option for your business since mail has been a significant part of their daily routine and that’ s probably not going to decline anytime soon. Also, direct mail is targeted, personal and flexible.
Here are some tips when deciding on a direct mail campaign.
Who’ s your target audience? New moms? Boomers? Athletes? This is your opportunity to focus in on a particular demographic with laser-like accuracy.
Decide your format. Are you sending out a postcard? How about a letter or a brochure? Think about your intended audience and pick a medium that works for them. For example, a mailer targeted to those who have arthritis needs to be easily opened. A busy mom would benefit from bullet points.
What’ s your budget? Do you need a graphic designer? Are you renting a mailing list? Do you need a copywriter? The United States Post Office estimates that the cost per piece averages out to about $ 1.01( based on a run of 100,000 pieces.)
For more information visit the USPS’ s Web site: DeliverMagazine. com.
Print isn’ t going anywhere; it’ s just blooming into something new. By utilizing relationships and adding newer types of media, you can take your print campaign to the next level and make your dollars work smarter and harder for your pharmacy.