Lately at Beekeeper Group, we have been creating numerous advertisements for our clients to be featured in print publications. Since print ads can often be a significant investment for organizations, we have been thinking about ways advocacy groups can get the most return on that investment.
Here are some top strategies for getting the most out of your print ad budget:
- Share your ad socially: Let your community know that you will be running an ad. It could be as simple as tweeting “Check us out in Politico today. We’re proud to be representing the issues that matter on Capitol Hil1!” with a photo (Twitpic or Instagram work great) of someone holding the ad. Or maybe share just the ad itself on Facebook and ask your community what they think.
- Recycle into an online ad: Does your print ad contain compelling images or a catchy slogan? These are components of a strong online ad, so use the text or visual content from your print ad to make advertisements on Google, Facebook, or wherever your audience is online.
- Send an email to your community: Since your print ad probably comes at a critical time for your organization, it may also be an opportunity to send an email to your community. Telling constituents about your print ad or showing it to them can give them a visible, tangible way to connect with your cause.
- Make print-outs: Your ad most likely contains important facts or talking points from your campaign. These can be useful for a Hill Day or grassroots events, so make print-out versions to distribute at events.
- Last but not least – be edgy!: None of the above will help very much if your ad is drab. Plus, boring ads are easy to miss, especially in longer publications. If your ad is provocative in a way that can draw positive attention, it is more likely to catch someone’s eye and may even inspire them to spread your ad far and wide!
Are there other ways you have gotten extra mileage from your print ads? Tell us about it in the comments below!