Local Rags to Riches?
Last month a reader reached out with a question. Finally, proof that someone reads these articles. Woohoo. So where was I? Oh yes. A question from a follower. This fan asked: “Is it important that I advertise in my local newspaper, this publication for example, to advertise my business?”
Whaaaat??? You’re not already bending over backwards to harness local sources to spread the word of your brand? Remember from my March article how I mentioned the effectiveness of word-of- mouth advertising as being the best way to promote your brand? Well, let me give you my two cents about local newspaper advertising as it’s the next best thing to word-of-mouth.
Traditional mediums such as the High Country News, Rocky View Weekly, Western Wheel, Cochrane Eagle, Redwood Meadows Chatter and other “rags” found in our trading area provide a unique advantage in reaching audiences within a specific geographical audience. They allow you to target customers who are most likely to visit your establishment or use your services. Unlike the Globe and Mail or online platforms that serve expansive audiences, local papers have a dedicated readership base that is deeply invested in the local area and economy.
By tailoring your marketing messages to this audience via newspapers, you can maximize your reach and conversion rates, as well as foster a sense of loyalty among local customers. The conversion rate, in simple terms, is the effectiveness of your ad whether it gets folks to your booking website for golf or their feet through your swinging doors for a beverage. In combination with, let’s say a digital campaign, the reach is endless.
Local ads created by professional advertising-design shops offer an excellent platform for storytelling and building your brand. Remember, your ad must resonate with your intended target audience emotionally. These personal stories aka ads should forge an emotional connection between your brand and potential customers. With a creative, thought-provoking or entertaining ad, you can create a memorable impression and inspire loyalty amongst readers.
In an era dominated by digital noise, the “grab it with both hands” tangibility of newspapers provides a refreshing change. Readers can hold and revisit a newspaper, creating a lasting impression of your brand so long as your ad creates memorability with an emotional impact. Creativity allows your ad to linger in the minds of readers longer. In addition, newspapers often find their way into communal spaces like coffee shops, community centres, waiting rooms, etc, extending your brand’s exposure to potential customers who may not actively seek out digital content.
In a world driven by digital media, local newspapers remain a powerful tool for small businesses to grow their brands. They cater to a wide range of interests and demographics within a community. This allows you to target specific niche markets that align with your small business’ brand with hikers/bikers, tourists, restaurant goers, music lovers, to name a few.
Until September, soak up some heat and book an ad. Maybe starting right here.
Cheers, mark.
