How To Create A Great Print Advert

Are you wondering how to create a great print advert? The secrets are all in here! As specialists in printed advertising at train stations, supermarkets and post offices  – as well as online advertising – we have a real sense of what works from our work with clients. So – we’re passing that on to you – for free!

KISS

Keep it simple, stupid is the old acronym! Whilst of course we respectfully drop the last S on the acronym for our clients, we do still suggest the simple adverts are the ones that perform the very best. Clutter can turn a potential reader away, and simplicity really helps hammer home your message. This means you copy might be trimmer than your sales manager (or even you want) but if it has the key selling points and a strong call to action, you may have said all you need to! We can help review your advertising copy, so get in touch with us.

Hi Res Imagery 

This is also a given and something we can stop before it goes to print if your advert doesn’t look 100%, but it’s worth saying that you shouldn’t use low-resolution images in print. What looks great on a digital advert can look grainy in print, so if you are a small budget advertiser, you may need to look into professional photography before you run your ad campaign. Again, we may be able to help here.

Pick the right colours

Colour is one of the best attention-getting elements at the disposal of advertisers. Stay on brand but don’t be afraid to use a sharp image with a bold colour to demonstrate your offer or campaign. Some colours simply do not work together for outdoor. Remember that your message will often be viewed at an angle rather than head on so combinations such as blue on a black background will be very difficult to read. Use contrasting colours whenever possible to make your message pop.

Use the right language

We said at the start to keep it simple, and it is so critical with print advertising when your reach is so broad to use words people all understand. This means no jargon or slang if possible. It’s also an idea to appeal to a wide range of people unless you have the budget to run multiple adverts for all your demographics.

Appeal to emotions

People experience and interpret the world through their senses, and creators of ads would be well-advised to skilfully attract readers by playing to hard-wired propensities. Along with clear images, good lighting and the right colours you can also use words that clearly demonstrate your product’s value. Your consumers want to know what’s in it for them – so bring the positive statements!

If you’re raring to go with your advert, speak to us at POPS! We have years of experience in creating adverts for train stations, in supermarkets and across digital search, so we can help you get your campaign seen.

Big Marketing Stats (With Surprises)

You might think you’ve seen all the marketing statistics (if you look for them) but away from SEO and Social Media, there are some really interesting statistics. Here, we delve into what stats matter when it comes to using your marketing and advertising budget.

  • 99.7% of people live within 3 miles of a Post Office

This statistic is really incredible. 3 miles across the UK means the Post Office is prime real estate for any type of advertising – and post office advertising is incredibly cheap. Compare the 3 mile radius to something such as a traffic or roadside banner and you are not only capturing people who are static (waiting in line) but also getting a very good deal.

  • 43% of queing people have grandchildren

This statistic is another great one, showcasing that if you want to reach a broad demographic, appeal to people in one large niche – grandparents. Whatever you’re selling, if you can appeal to this market, you really are getting a huge reach.

  • 56% of all consumers trust print marketing more than any other advertising method
This Nielsen study really shook up marketing and advertising, especially the people who were questioning ‘does print advertising work?’ Gaining trust is critical for any business or brand, so moving towards print is the golden ticket – it’s often cheaper than digital, and as this stat shows, more effective in long term brand building.
  • 58% of people learned about a restaurant they later visited with Out Of Home Advertising 
This Forbes statistic showed that people take a lot more notice of signs, posters and billboards than we often give credit for. Another 26% and 28% respectively also noted a phone number or Web site address written on an outdoor billboard- another reminder that every scrap of information you can add will make all the difference.
  • The UK grocery market was worth £177.5 billion in the year to March 31st 2015, an increase of 1.7% on 2014
The IGD produced this statistic which was a real eye opener for businesses wanting to advertise at supermarkets. With an increase of 1.7% it really is the best time to market at a supermarket as a local business. Take advantage of the change going on in the UK economy and maximise your presence in the grocers.
  • Google now processes over 40,000 search queries every second on average – 3.5 billion searches per day 

Marketeers may know Google is king, but if you are a small business wanting to advertise, this stat should make you very interested in Google Advertising. Get your name on the internet not only with your own site but by capturing people with intent to purchase and you will tap into a percentage of this incredible volume of searches.

  • 94% of queuing people are under 44 years of age
This statistic really does shine an unwelcome light on the fallacy that ‘youth’ or certain age groups simply never leave the internet or don’t have the time to be influenced by out of home advertising. Consider that they work in tandem. Whilst ecommerce grows, many returns also have to happen. That puts people back into places like collection points, post offices and on methods of transport. Supermarkets have grown across all demographics, so this statistic is incredibly powerful.  Capture the 96% as soon as possible- before all the other businesses discover this statistic and start advertising at ASDA and the like quickly!
We hope you have found this blog interesting and if you are interested in advertising locally, advertising in a supermarket, post office or on Google – we can help! Get in touch today. 

The Train Station Advertising Guide

You want your advertising budget to reach the right person. So who are you reaching with railway adverts? If you want to advertise at train stations there are some key people you could reach, mainly the commuting network, but also the growing number of ‘leisure and pleasure’ travellers. This wide mix of personas means your message isn’t limited like it would be for a local newspaper, a certain website banner advert, or during a TV programme.

Train stations are one of the best ways to get your message out there, and with most people making repeat journeys every day, the constant exposure will lead to recognition – all for a great price.

So how do you create a campaign that is suitable for your tactic of advertising at train stations?

Stats from TGI have shown that people who take notice of railway advertisements are well connected digitally, interest in luxury and have an average household income of £55,000 or more, with stats from DIT also showing that people with the highest incomes travel the furthest.

Figures from The National Travel Survey show that the highest proportion of travellers are male, are of a working age and are most likely to travel as part of a daily commute.

Why advertising here works: Train journeys allow you to capture a static audience but even if people don’t act on the first time they see your advert- train station advertising is all about the long game.

Typically the times when you can reach a potential customer include:

  • At the station upon arrival
  • Dwell times awaiting friends or family / arrivals
  • Active times – searching for information (taxis etc)
  • When making a connection

 What content should be used in railway adverts? 

Your train station advert can be longer than other media options because people have more time to read a message. Your focus should be on building strong relationships with your brand and the consumer and adverts that work well are typically similar to the drip campaigns that you may use with your online advertising. Because of the recency of travel and commuting being shown to be growing, you can build up positive perceptions and familiarity towards your products or services simply by creating regular campaigns.

If your product or service does not match with the most common demographic of a male of working age with a high income level, it may be worth noting that the weekend market can still be relevant for you when most leisure trips are taken by people of a lower demographic bracket.

Train advertisements are all about impact. Similar to supermarket advertising, train advertising posters and dioramas make a big impression in a small space. Contact or email us today to determine how you can take advantage of railway advertising in your business!

Online Advertising – Will it Work?

POPS (Premier Office Poster Services) is always looking for a way to help our customers increase their sales, branding and success, and our latest feature is our online advertising service.

Did you know that….

  • Bing has 149 million unique searchers each month performing 5.2 billion searches a month
  • 90% of internet use begins at Google!
  • Google made £50 billion in revenue at the end of 2012 – money earned from advertising
  • The top 5 results on Google get 75% of the clicks

If you want to be one of the brands that gets noticed and gets more revenue, then you need to consider online advertising. When millions of people make billions of searches, you need to be at the forefront of the results. We can help. We will help your create campaigns – adverts in a variety of sizes and shapes, and using our expertise we will place those adverts on the websites that are most relevant to what you are selling. This means the people who are most like your current customers see the ads – and your chance of sales increases!

One in five consumers exposed to a business’s display ads perform related searches and one in three visit their website.” Online Publishers Association- The Silent Click: Building Brands Online

Rather than going it alone, at POPS we help manage and track your budget and tweak your campaigns so they are always on track.

So how does it work?  We will create compelling, ‘clickable’ adverts that are used across Google and partner sites, so you can advertise – even when you’re asleep.

We could help by….

  • Showing your ads on websites that your customers visit and like
  • Showing your ads on mobile phones and devices – even if you don’t have a responsive site yet!
  • Showing your ads to people in selected locations or who speak a certain language – great if you have a nice area
  • Showing your ads to specific audiences who are looking for certain things online.
  • Showing text ads with compelling call to actions
  • Showing video adverts so you engage with your prospects and make a real impression
  • Showing adverts with compelling images

Are you ready?  We suggest that before you let POPS rapidly increase your traffic, have a think about who we can help you reach.  Do you have any surveys on your customers, or anecdotal evidence as to their habits and interests? Any information you do find will mean you can help us find them, and get you the very best ROI.

Why choose us? 

  • Highly Affordable – from only £1.75 a day
  • Fast Results – Top of Google or Bing in 3 working days!
  • Includes advert copy & basic design fees
  • Monthly Traffic Reports & Ongoing Support

Get in touch with us today to discuss your campaign – we look forward to working with you!

Digital Screen Advertising – Reach More People!

Digital is growing, ask any marketer around. Not only in the form of email, SEO and PPC, but also in the area of digital signage and OOH (Out of home) marketing and advertising campaigns. OOH spend has seen a 9% rise between 2008 and 2014, and the UK spend in this area recently hit the £1 billion mark.  Even in the USA, Out of home advertising revenue rose 3.8% in the second quarter of the year compared to 2014, accounting for $2.25 billion – a sure sign that whatever side of the pond you’re on, OOH is big. 

At POPS we have years of experience creating and implementing digital signage in both in local towns and cities. We typically work with post offices to implement signage that gets people in a period of what we kindly call ‘queue boredom’.As many post offices we work with are located in well-known High Street stores such as Martins, RSMcColl, Spar, Co-op, One-Stop, Costcutters, ScotMid & Lloyds Pharmacy and more, we have always recommended this as a great way to link your brand with positive feelings such as convenience, trust, satisfaction, whilst the perception of your brand (however small) being displayed in the ‘home’ of a much larger brand name allows you to use their influence by appearing much more influential than your budget may allow you to be!

Digital screens now account for 25% of OOH revenue and stats have shown that a premium digital campaign alone can reach half of all upscale audiences.

Why does digital advertising work so well?

Audience

The audience are captive at the point of seeing your advert and are more likely to absorb the content.

Frequency / Recency

With more people visiting their local shops due to longer opening hours and increase offering (eg parcel pick up, delivery acceptance) you have a much greater reach than a single banner advert on the internet.

Rarity

This is still a unique proposition and you can cut through a lot of the other media saturated areas by using this ‘untapped resource’.

Editorial Control

You have a lot of freedom to change your campaign with the season, ,local news and other important events. We hold no legislations in place to bind you for updating your adverts but we also make it easy for you to update your campaigns as needed.

Low cost marketing

We have a standard price of £395 plus VAT per Post Office site with multi-site reductions and we also offer a sliding scale of costs which can be negotiated depending on the number of sites & locations. This makes picking a marketing campaign very simple.

Our recommendations

Within a retail environment, you need to stand out. Digital signage campaigns need to be just as strong as any other marketing efforts to cut through the noise of the other branding messages. Think about who you want to target – Business people, the self-employed, local tradespeople, housewives, the retired and make a branding message that suits their needs.

You might still be unsure if digital signage is for you.  At POPs we always suggest marketers look at the bigger cost of advertising. Perhaps you are spending on brochures or paper based signage but you have yet to see a return. You may have seen the same misconceptions coming through – perhaps people are surprised that you work in a certain area, or are unsure of additional services you offer.

Because you can provide us with your artwork and designs, if you do not have anything we will create something for you to approve so we can make it really easy for you to come up with a campaign.

Ideas to consider:

  • ‘We’re not just….’ – Tackle brand misconceptions
  • Local events – Tailor your message to geographic regions
  • ‘Don’t just stand there!’ – A message that talks to the customer
  • ‘Are you next in line?’ – Another way to connect using humour

We have a standard price of £395 plus VAT per Post Office site with multi-site reductions. We also offer a sliding scale of costs which can be negotiated depending on the number of sites & locations you want to be seen in!  Why not discuss these with us today for the best possible results!

The No Brainer? Advertising at Supermarkets

If you want to make a big impact with your marketing and advertising, where better than the supermarket?

Supermarket advertising is seeing a resurgence and at POPS we offer options for many of the large supermarkets. But why choose this option?

While much has been made of the impact of online shopping, in sore shopping at supermarkets is still strong. Online still accounted for just 4.4% of total sales in the year to April, according to IGD, and according to the FMI, people make an average of 1.5 trips per week to the supermarket, with supermarkets making up a huge 40% of total retail sales in the UK.

From a marketing perspective, 2 supermarkets are currently in the top place in YouGov’s BrandIndex Buzz scores, which measures whether consumers have heard anything positive or negative about the brand in the last two weeks.

Supermarkets are ‘in’. With more non food items on the shelves, from the big new Xbox releases to clothing and with more on site facilities (dry cleaners, car washes) supermarkets are seeing more footfall and an increased per visit spend.

So why choose supermarket advertising?

1. The captive audience.

Supermarket advertising captures people who are open and interested in offers, promotions and money saving deals. You can use this to your advantage at places like information points.

2. The psychology behind a sale

You may know yourself you purchase or show interest in things you may never have seen before, simply because you are open to the idea of purchasing. In Emotions, Advertising and Consumer Choice by Flemming Hansen and Sverre Riis Christensen it is said that interest and awareness does not precede desire when making a choice purchase.

3. It’s cost effective

It’s a great way to advertise, and it’s cheap too.  At POP’s we work with brands, businesses and organisations of all sizes helping them to choose the size of advert to suit their budget, but we always have a pleasantly surprised reaction.

4. The interest in spending

WPP research shows that shoppers are more impulsive in supermarkets than in any other channel, which is believed to be driven by the breadth and depth of products carried. As much as 50% of shoppers buy more than they had planned before entering the store and if your offer can compete or mimic the ‘bargain’ offers they have already committed to, you could see more sales coming through as a direct result of this advertising method.

5. Results you can see

It could take the perfect campaign and the right offer or promotion, but at POPS we see the supermarket banner’s influence again and again. Speak to us about your tracking options, such as a QR code, a different telephone number or using a unique landing page URL so you can see the effect and success of your first supermarket advertising campaign!

Interested? We’d like to help you choose the campaign that’s right for you. Speak to us today by clicking here.

Railway Advertising – The Hidden Secret of Marketing?

Railway advertising isn’t new, but it’s certainly a growing market.

New exciting travel offers, revised timetables, franchisees and a growing focus on public transport politically have all been predicted reasons for rail travel numbers to improve, and the sales are matching up with the predictions.

This post isn’t to make you jump on the next train of course – but to take a look at the huge marketing opportunity railway advertising presents you – whatever the size of your business.

Consider these statistics on passenger rail usage from the Office of Rail and Road:

  • 1.6 billion train journeys were taken in 2014 – 2015
  • Of the 62 billion total kilometers travelled by train passengers in 2014 – 2015, 45 billion are ‘ordinary’ journeys, and 17.4 billion are attributable to season ticket holders
  • Revenue from season tickets has seen a 7.5% growth – very unusually, which shows more commuters are choosing to renew their annual passes.

So what does this mean for your advertising?

Simply, your out of home brand message has a much higher chance of being seen if you choose to use railway advertising – these numbers of travellers represent a huge proportion of the public, and with more season passes being sold, you are getting daily contact with potential customers for a very low marketing spend.

Why does it work? 

With people waiting before they board a train, they are framed, ready to start receiving information. Before they travel they are highly receptive to messages (glancing to check their departure / arrival time) and when they arrive, they are actively looking for information (exit points, connections, a map of the town) – and this is where your message can have a real impact very quickly.

At POPs Advertising we help clients large and small get their advertising and marketing campaigns seen by people travelling across the UK.

We find that information point advertising works especially well at train stations.  Due to the nature of an information point, where people are actively stepping towards this area, looking for information – whether that’s a taxi number, a map, or a route to take, this is a brilliant place for your brand message to jump out.

Railway Advertising Hints and Tips

  • Because the cost is so affordable, you can take risks with your marketing and also be seasonally relevant. This means you can speak directly to the reader with messages that hint at their issues ‘Off to the beach this weekend? Let Poppy Cleaning Ltd take care of the house.’ ‘Watch the big match and leave the food to us.’
  • You can also use the context of the area (the train station) to prime your marketing message to bring humour and familiarity. ‘Delayed again? Have a drink on us’, ‘This could be your final destination….Visit the London Dungeons today’ or a clever design that looks like a ticket, train ID card or similar collateral.
  • When it comes to the size of your campaign, we advise that you choose as large a size as you can afford. Whilst POP’s Advertising offers a range of railway advertising options, this is still a competitive space and the larger and brighter your image, the better the chance of success!

See more on our site here – and don’t hesitate to contact us for more ideas on your first railway advertising campaign or any guidance of placement, design or tenure.

We look forward to hearing from you.

The Team at POPS