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 .