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We are pleased to announce that we have been selected to partner with the following companies to improve upon their marketing communication results.
GBI Cincinnati
GBI is an international distributor of machine tools including horizontal machining centers, vertical machining centers, and turning and boring machines and accessories, predominantly supplying the aerospace, automotive, medical and die-mold industries. GBI is the United States sales representative for Fair Friend Group's comprehensive line of Feeler machine tools made in Taiwan; Matec's line of German precision traveling column machines and GBI's own Revolution Series of Constant Velocity Vertical Machining Centers.
Hanser Publications
Hanser Publications is the premier publisher in the metalworking industry and the leading publisher of plastics technology, respectively. Their widely-read trade publications have long been the backbone of the plastics and metalworking industries for manufacturers and educators alike. Their books and training materials are ideal for industry, science, education, and general business needs related to manufacturing.
Definity Partners
Definity Partners is a business improvement firm that serves as a catalyst to transform companies into efficient, more profitable organizations. Definity has delivered sustainable solutions to more than 150 clients since 1996. In addition to its headquarters in Cincinnati the company has offices in Atlanta, Cleveland and Columbus.
If you would like to share an issue with fellow clients and colleagues, or ask us a question, please submit your request to the editor.
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Client Spotlight | Thought Leadership | Tip of the Month | Home
Print Advertising Tips
By Shawn Cunningham, Senior Designer, Justice & Young
- Get Noticed: All good print ads should contain a compelling headline that delivers a key benefit to the prospect and an attention-grabbing image that makes the reader stop and take note. The reader must immediately understand “What is in it for me?” Once they realize there is a benefit for them, the reader will invest the time to read your ad in more detail.
- Priority: The reader's eye should be guided to the most important feature of the ad first and then through the balance of the key points in the ad in the order you want the reader to notice them. The headline and image should be the largest feature and convey the benefit instantly. The next tier of information should be smaller in relationship, but just as compelling and informative.
- Content: Your supporting copy should resonate with the reader's point of view. Copy should convey the key benefits of your product or service to the reader. Avoid trying to say too much by sticking with only a couple of key messages.
- Call to Action: An ad should contain a very strong call to action urging the prospect to contact you by phone to set an appointment or visit your website for more information.
- Consistency: Creating a graphic standard of colors, fonts and layouts for all visual communications is critical to creating consistent designs that build brand awareness. These graphic standards should be followed without exception. By adhering to these guidelines, over time readers will recognize your company's advertisements at a glance.
- Frequency: Research shows that it takes six impressions for readers to retain enough knowledge about your product or service to take the action to contact you. For the most effective advertising, you need to choose a publication that targets your desired demographic and run ads with the frequency that will exceed this threshold. Run the same ad or variations of that ad at least 6 times in each publication, preferably 10-12 times. If your budget doesn't support a series of ads that meet this minimum criteria, then you are better off not to advertise at all.
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| The Compass is a publication of Justice & Young, Inc., and is produced by the staff at Justice & Young. The thoughts and views expressed are solely those of the authors and may not necessarily reflect the thoughts and views of Justice & Young, Inc. or any member of the staff. The information compiled may contain previously published material. The Compass is published every other month and is an opt-in email newsletter. If you wish to not receive the newsletter, just email the editor by clicking here and put the word REMOVE in the subject line. All information is believed to be accurate at the time of publishing. |
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