Marketing Tips for Dentists
Results Analysis of
analyzing the results of your print ads, you must be careful.
You shouldn't automatically be dismayed by dismal response.
there may be circumstances beyond your control which produce unusually low (or
high) results ... circumstances which may only occur occasionally.
Location of an ad within a newspaper can have a significant impact on response.
bottom-right couponed ad located on a left-hand page often won't pull as well as
the same ad on a right-hand page. Nor
will it pull as well in the upper left-hand corner of a right-hand page as it
will when located at the bottom right-hand corner.
ad tucked away in the middle or bottom of a series of ads is at a distinct
disadvantage. Conversely, an ad
situated amidst editorial copy will usually pull better.
ad located in the gutter of a newspaper (the left and right page columns closest
to the fold between pages) will generally be noticed less -- and thus produce
you're lucky enough to have your ad located close to a "hot" article,
you'll probably enjoy an uncommonly high response ... assuming that hot article
draws readers in your target audience.
running on days when there's a local crisis or natural catastrophe (like
flooding or tornado) will, in all likelihood, do poorly.
POINT: Use common sense when analyzing print ad results.
If there are explainable reasons for low response, don't automatically
assume the ad is a loser. On the
other hand, an unusually high response doesn't necessarily indicate continuing
high response either. Give your ads
a chance to shine ... but once it's clear that they are lackluster of their own
accord, don't hesitate to move on and test another ad or two.
Test. Then retest.