REACH is the Expert
Today I sent one of my clients a couple of questions about ad content in REACH magazine. I wanted to add a cute kid to the ad to give it a softer, more inviting feel for the people who would be calling for services. Calling a service contractor can be a little scary and if the ad looks harsh that could cause some to overlook it.
In any case, I work with both the local manager and the regional manage for this company to create the ads they are running. Back when we were first starting I had to call the regional marketing manager to review the ad and he wanted me to run this or that offer. I explained that the offers have to have a perceived value among consumers. I did not think what he was suggesting would have value to Dayton area consumers. He listened and took my advice as I was able to show him a couple of examples from some of our other REACH markets and we created a very nice ad.
Two weeks ago, we again had a conversation and he explained that these REACH ads was the nicest looking print ads that they had run, and not only that, they were generating calls like none before. I explained that sometimes we have to tweak offers until we find one that will have consumer perceived value, but in addition EVERYONE LOVES REACH MAGAZINE. REACH is Dayton and Cincinnati’s most popular coupon magazine. It is well know and trusted by consumers. He went on to explain that things were going great and he was very happy to be working with me.
Here is what he had to say in an email discussion with the local manager and me:
“I’m fine with adding a cute photo. Reach is the experts, I trust that you know what works best. If you need any additional info or pics just call me on my cell.”
That was a pretty gratifying statement from a multi-market business and marketing manager. Over 30 years experience comes in handy sometimes.
NOW for the other experience
I’ve worked with other businesses over the years who will not listen. What I mean is that they give you the offer they want to run in their ad and when you ask questions or make suggestions, their response is, “THIS IS HOW I WANT IT!”
They have no experience in inviting people to their business using a coupon magazine and yet they are the experts and will not listen to suggestions. They are not willing to learn or teachable. When the ad fails, they say REACH Magazine does not work.
“This is a flyer we use in our offices to send invoices to customers. This can be a template for the artists. But some innovation would be appreciated.”
In this particular case, the ad was very so-so and clunky. I know that our graphic designer does some outstanding work, especially when I give her the materials and the offers and only a very rough sketch of what I am looking for. I just tell her to go at it and make something the client will love and she does.
When the client received the proof for approval, he had a list of small changes. He wanted to change one of the offers, but I convinced him that the wording that I suggested would be noticed more by consumers. Then I asked him, “You never told me what you thought of the ad overall, are you happy with it?” To that he expressed great appreciation because it was so very much better than what he had given me…. and EVERYONE loves the ad.
These are just some examples of how REACH can work. I did not include the client names, but I have them here and these are true stories. I wanted to protect their privacy.
Not every Marketing avenue is knowledgeable
Last of all, not everyone has the experience or the Archives and knowledge about effective looking and effectively worded coupons. But, as a business owner, please be willing to listen and learn. You don’t have to be in control of everything and sometimes what you learn will mean the difference between your advertising working exceptionally well and your advertising not working much. To me, as one of the top REACH Magazine sales reps, learning about advertising, about business, and about REACH Magazine are lifelong learning opportunities. Each day I am challenged with new information and knowledge that can help my clients to grown their businesses more effectively.
I hope this was of value to you.
Peter DeMott. For more information about me, please click on the CONTACT menu button above.