Marketing has changed dramatically since the advent of the Internet, with social media, online reputation management and SEO dominating most contractors’ lead generation strategies. But there’s plenty of reasons to still devote some marketing dollars to local print newspapers, experts say.
In fact, newspaper advertising boosts marketing ROI by three times on average. Combining print with television advertising makes TV twice as effective while combining print with online advertising makes digital four times more effective, according to a study from Newsworks, the marketing body for national newspapers in the UK.
“It is clear that newspaper brands boost other media as well as performing a powerful role in their own right. Running a campaign without newspapers is like trying to bake a cake without baking powder," said Rufus Olins, Newsworks CEO.
Larger contractors with the ability to set up ad tracking software and call centers may be able to strike pay-per-lead deals with newspapers in which advertising costs are based on the number of leads generated rather than a set rate.
But contractors without big marketing budgets or elaborate call centers can still get deals on newspaper advertising through what’s known as remnant ads, which is advertising space newspapers can’t fill.
“The biggest benefit of remnant newspaper advertising is the cost,” according to a report from Macromark, a leading customer acquisition, retention and monetization media company. “Remnant ads are available because that space in the newspaper couldn’t be filled in time. This means newspapers are willing to significantly reduce the cost of an ad slot so they can fill all open spaces.”
Here are seven reasons Macromark says contractors should use newspapers — and low-cost remnant ads — to their advantage:
1. Last-minute marketing. This may not immediately sound like a benefit, but as a marketer you must consider the cycle of newspapers. Print newspapers are released daily or weekly. This means you have the opportunity to place ads that are time sensitive and expect to get quick turnarounds.
2. Built in trust. Newspapers aren’t obsolete; they are still very relevant when it comes to marketing to specific demographics of consumers. Getting an ad placed in a newspaper means you are speaking to an audience who will be attentive to your message because they trust the information in that particular newspaper.
3. Local and national reach. One great advantage of advertising in newspapers is that you have a clear idea of your target. If you are a local business looking to drive traffic to your brick-and-mortar location, remnant newspaper advertising is a solid solution. Equally as compelling for businesses is the opportunity to reach outside of their locality and tap into the national market without sacrificing their demographic.
4. Various news size/dimensions. With newspaper ads, you can vary the size of your ad depending on your budget and the space available. Larger ads are often preferred, but running a series of smaller ads has also proven to be effective in many instances.
5. Great for split-testing advertising. Because of the nature of newspaper cycles, results of split testing can be collected relatively quickly. Marketers can test different headlines with accommodating coupon codes to figure out which is most effective. This will make marketing efforts much more efficient in the long run.
6. Huge brand recognition. Newspaper ads tend to get noticed and readers flipping through the pages are likely to be more aware of the things that they see. If you are able to consistently place ads within a newspaper, consumers who read newspapers regularly will notice and be more likely to listen to your message more than they would if it were presented in other marketing or advertising platforms.
7. Great leads at a lower price. When it comes to remnant advertising, the cost is usually the first benefit that marketers think about. Being able to speak to a larger or specific audience at a lower cost can generate qualified leads, which they can then convert into paying customers.