Given the amount of marketing messages that a typical consumer is today bombarded with, she has little patience to read everything that passes her eye.
You need to tell her what is in it for her as early as possible - and you cannot do it earlier than the headline of your print ad.
You have just a few seconds to let her know why she should look at the rest of the copy - therefore highlight the benefit she gets right in the headline. Is she going to save some money? Have stronger muscles within a week? Find nirvana?
Let her know and if it is indeed a benefit she will give the ad a chance.
Don’t make the reader read
Once you have her attention, do not make her work hard to plough through a wall of text. Build your copy such that she gets what it is about just by skimming - use bullet points for example.
A much better option is to make your ad interactive through use of Augmented Reality. Given the fact that a smartphone is needed to dive into the augmented world, some of the prospects would opt out.
You have to make sure that what you offer is a true value ad for the rest who decide to interact. Do not use augmented reality as a gimmick - it will get old and the audience who made the effort to interact with it will not come back to it on the next run.
When executed well AR could be the most memorable experience that your readers have ever had when interacting with a brand.
Clear CTA with options
You should include a call-to-action in every print ad you put out. Unless you do that, the reader will not know what to do after she has seen your ad.
You may think it is obvious, but unless you nudge her in the right direction, something else will claim her attention. A call-to-action could be a QR code that takes her to your landing page, it could be phone number she can reach out to or it could be a coupon she can cut out and bring to the store.
If you are using Augmented Reality, adding a CTA becomes easier. Research shows that ads that give the reader an option - visit website or call this number - elicit better response than the ones with just a single CTA.
Test & optimize
For any campaign to be successful - you need to be persistent, test the outcomes and make improvements. You will only be able to test if you had a clear time-bound CTA to go with your ad.
Capture the data, find out where the leaks in your funnel are and plug them in. Test out various copies to figure what works best and stick to it for a while
Build a list
While people responding to the CTA may not end up buying your product, they certainly had you in their consideration set. Therefore, capture their contacts and keep in touch with them.
Send them regular updates. As they become more familiar with you, they will be more likely to convert.
WOWSOME solves marketers’ problems using mixed reality. Our obsessive Research in computer vision, integrated with marketing and advertising best practises, created the most useful suite of products in the segment.
Our solutions merge marketing & edutainment, real and digital, founding a mixed reality that delights as much as it advances us towards an evolved lifestyle.
In the race between print media and digital media, see how interactive print can take over and win the race. Find out why you need interactive print to increase your ad revenue while competing with the digital medium.
Measuring Print Ad ROI is difficult. Traditional methods of measuring ROI- Asking customers, Discount Coupons, Mail Order Forms, QR codes, Special Phone Numbers- have their limitations. Interactive Print overcomes these limitations with Visual Appeal, Scalability, Easy and Passive Data Collection.