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.

Lancaster County is a popular tourist destination, due mostly to the surrounding Amish population. With some of the most fertile soil in the U.S., Lancaster County has a strong farming industry. Agriculture and local tourism are likely to remain an important part of Lancaster County’s economy. Clipper is known as a Lancaster County-based organization with an economic footprint of national significance.

Clipper is actively involved and encourages its employees to participate in helping their local community. One of the underlying core beliefs of the organization is that companies prosper when they work as volunteers, doing extra work beyond their immediate company needs. That extra effort, “donated” to the community, benefits all users, and makes the area better.

Most people like to contribute to bettering their communities by offering aid to where it is needed most. Some people support certain associations or healthcare programs that have touched them personally. Clipper Magazine’s Special Events Committee works in conjunction with the Human Resources Dept. to provide employees with opportunities to get involved as well as to give back to the area, by implementing wellness initiatives, sponsoring artistic activities and fundraisers for a wealth of causes. As such, Clipper has been recognized, not only as one of the best places to work in Pennsylvania but also for its sense of community.