First you need to right target audience
When you choose any form of advertising, it is important to find out something about that media’s target audience. We have several with REACH Magazine.
REACH Magazine is opened by all and at least looked through. Everyone checks their mail, usually daily and REACH Magazine is delivered into their mailbox. Because we have lots of food and recreational activities in the magazine, one of our most powerful target audiences are FAMILIES.
Another benefit for you company that REACH is so popular (data, THE MEDIA AUDIT) is that all these ads for food and recreation give the magazine a long shelf life in the home. Families will go back to the magazine when it is time for a PIZZA, or when they need an OIL CHANGE, or when they want to try out a new CHINESE Restaurant. Each time they go looking for these things, your ad can be seen again and again.
Another big part of what REACH offers is GEOGRAPHIC target areas. We mail all of the available addresses in given neighborhoods such that if you are a retail business with a bricks and mortar building location, you can focus your advertising budget in your primary target, those who live and work closest to your location and who are most likely to become regular repeating customers.
Many businesses are surprised about the power of REACH Magazine’s history in the market. This benefits you in two ways. First, because we have been a trusted name in direct mail advertising here in Dayton for so long, consumers bring some of that trust over to the businesses represented in the magazine. Many businesses over the years have expressed to me, their consultant, that consumers are not as suspicious when the lead comes from REACH Magazine. Although this does not make the sale for them, it is something that can make a noticeable difference.
Archived and Current Success stories
Second, since REACH has been around so long we have a deep file of ads that work. As a business interested in considering REACH advertising, I would do some research to find similar businesses who have or are currently advertising in REACH. If I find a similar business that is currently and consistently using REACH magazine in another market, then we already have some proven offers or incentives and even ad design to base your ad on. It might be a combination of a headline, photos, and coupons that have been proven effective which we can use in the design of your ad.
Last of all testing and measuring need to occur to evaluate your REACH ad. We have the tool of the coupon being redeemed, but we also offer call tracking for phone oriented sales companies. If an incentive offer is not generating enough activity for a business, we sometimes try again with a new more aggressive offer. Once the right combination is in place, ads that work can run throughout the year or at important seasons for the individual business.
If you would like to learn more about REACH Magazine and whether or not it might be a good fit for your business, please give me a call. I was recently rewarded by the company for 30 years of service and I am one of the top sellers in REACH Magazine. I have clients who have been with me for 10,20, and 30 years and who have grown their businesses because of REACH Magazine.
Peter DeMott – REACH Magazine – 937-478-6222