Delivering Coupons Is Local Advertising At Its Best

“We have been advertising in this magazine since April 2003. From one ad, we brought in quadruple the amount of money we spent. This magazine is nicer looking and tends to attract a slightly better clientele than comparable mediums. You should advertise in it, but do it consistently.”
-Alex Royter, Solar Dimensions – Tanning Spa

We have many clients who provide testimonials about the impact that our advertising magazine has had on their businesses. The main reason behind our success, other than providing area businesses with budget-friendly advertising programs that accomplish their intended goals, is that we always focus on the local market. Here are a few important rules to remember when looking to adopt a successful advertising strategy.

Rule #1: THINK Locally, Don’t Just Advertise Locally
It is important to think community first and establish a solid relationship with businesses within your local areas first. Word of mouth is always the best way to grow a business and often the most efficient advertising method.

Rule #2: Deliver A Strong Message
Make sure your designed ad communicates your message and supports the overall marketing objective. It takes more than just a great visual to catch the reader’s eye—you also need to deliver the accompanying message clearly and accurately. At a glance, the ad should say what is your business is about.

Rule #3: Gain Loyalty Through Local Coupons
Coupons are one of the most useful marketing tools during a recession—and even when the economy is more viable. Local Coupons are a win- win situation for both customers and advertisers. For consumers, using money-saving coupons is a smart way to shop, and for businesses, it is definitely a tried and true way to keep those customers coming back.

Coupon offers can entice new customers away from your competitors. The key is to offer something rewarding while ensuring that your coupons are not placed “back to back” with other coupons on the reverse side of the page. Some direct-mail formats or newspapers have coupon pages on both sides; any unfortunate “back-ups” may reduce your coupon’s redemption rate.

Rule #4: Distribution Matters
The quality of the distribution list is just as important as the quality of your message! Carefully research your local market and select targeted zip codes to deliver your message to your preferred audience. Use a delivery system you can count on. Clipper Magazine mails to 50,000 homes in each market. The selections are based on household income and carrier routes, with preference to routes that primarily feature homeowners rather than renters.

Considering these four “golden rules” will enable you to adopt a strong local advertising strategy and brand yourself well.