Website design By BotEap.comMarketing is one of the most important tasks of your company. Make sure you get your message across.

Website design By BotEap.comA great way to do this is to use newspaper inserts in your ad campaign.

Website design By BotEap.comFirst, decide where you are going to advertise. I use the smaller weekly papers instead of the larger dailies. Weekly newspapers are usually much cheaper.

Website design By BotEap.comMy weekly newspaper only charges about $40.00 for 1000 inserts.

Website design By BotEap.comAnother reason to use inserts is that you can target specific zip codes.

Website design By BotEap.comFor example, in zip code 78209 you run an ad focused on businesses, while in zip code 78248 you run an ad targeted at residential customers.

Website design By BotEap.comThis is a powerful method of targeting your marketing messages.

Website design By BotEap.comThe benefits don’t stop there! With a display ad, you only get a small space to promote your products or services. With the inserts you get all the space you need.

Website design By BotEap.comYou can produce a single duplex page or a multi-page insert. Which do you think has the best chance of getting your message across to the most customers?

Website design By BotEap.comAll display ads look the same

Website design By BotEap.comTo me, almost all display ads look the same. How do you make your message stand out from the crowd? Use bold text, borders, and large headlines to draw attention to your ad. However, they still have to compete with any other ads in their section.

Website design By BotEap.comfeatured inserts

Website design By BotEap.comAll of these tactics work with inserts, but you have much less competition.

Website design By BotEap.comTip: Use colored paper to make your insert stand out even more!

Website design By BotEap.comHow do you use inserts to promote your business?

Website design By BotEap.com1. Select the markets you want to target and develop the insert targeting that particular market segment.

Website design By BotEap.com2. Locate those markets by zip code.

Website design By BotEap.com3. Print the inserts at your local print shop.

Website design By BotEap.com4. Give your inserts to the newspaper and they will insert them in newspapers going to the zip codes you select.

Website design By BotEap.comFor my company, a typical push campaign looks like this. Five thousand inserts divided between three zip codes. Each zip code receives a specific message printed on bright gold paper with black ink.

Website design By BotEap.comThe cost is around $80.00 per thousand. Forty dollars for the newspaper and $40.00 to print the inserts. I write my own advertising copy. Total cost is approximately $400.00 per run.

Website design By BotEap.comMy experience is that I get much better performance from inserts than display ads.

Website design By BotEap.comThe key to an effective marketing campaign is targeting your customers with multiple exposures. One shot marketing just isn’t enough!

Website design By BotEap.comTip: Create an insert that gives your customers the information they want to keep for later reference. Consider a short information brochure to accomplish this. An 11 x 17-inch sheet of paper makes an inexpensive yet effective four-page brochure! See my article Marketing Your Business With Tips Booklets.