Anymore, it’s not unusual to see a URL in a magazine or newspaper ad, or even in a direct mail piece. In fact, I actually look for a URL on print advertising materials to see where I can look for more info. That makes me keep the postcard or advertisement longer than I would have otherwise.
Seventy percent of print ads include a URL, although that’s an average number. The number is skewed a bit, which you’ll see by the following stats: Male-focused, urban magazines like VIBE and Dub had almost 90 percent URL-inclusive ads, while only 20 to 30 percent of ads in various fashion magazines had URL-inclusive ads. That’s a pretty big gap.
Why the gap when it’s only natural for people to look to the Internet for more info? It’s not that hard to integrate your print and online advertising. It might take a little extra work, but I guarantee it’s well worth it. It’s easy for people to research companies and products online, and most people do the research. It’s best to be safe than sorry, and having a Web site and a landing page just for your print ads can bring in more customers and more profits.
Here are the steps to take to integrate:
1. Include your URL in all of your print materials. Your URL can go straight to your Web site’s homepage, but if you want to measure how much of your online traffic comes from print ads, create a different landing page for each ad. This is where the extra work comes in.
If you create an extension like www.url.com/postcard or www.url.com/magazine you can count the hits on these pages and figure out how many people visited your Web site solely because of the print ad they viewed. Making these landing pages might be a hassle now, but you’ll be happy later when all you have to do is look at your page counter to see how much traffic your print ads are bringing in.
Make sure the URL is in a font and size that is readable. Don’t put in a background color to try not to stand out; you want it to stand out. People expect to see a URL on print ads these days, so don’t make them search for it.
2. Making it measureable is the next step, which I integrated into Step 1 by creating a URL extension. (See, integration happening all over the place!)
3. Give your URL meaning. Tell people why they should visit your Web site. Should they place an order through the site or find out more info? If your product includes a complex decision-making process, directing people to a tutorial or video of your product in action could help them make their decision. Tell readers what they can expect from visiting your Web site. If you want them to place an order, make the URL you point them to a product page of the advertised product with an easy link to a shopping cart.
4. Extend the ad online. Whatever your ad looks like in print, carry that design and feel to the URL you’re sending consumers to. If you’re showing a car out on a curvy country road, continue that road and country feel on your landing page URL. By creating continuity and consistency, you’ll encourage consumers to make a purchase or find out more information.
Recent Comments