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Advertising to our readers:
Things we've learned along the way
Today, like most every day, for the past 70 years, Putman editors, audience development experts, publishers, designers and sales people are talking to readers of our magazines and visitors to our websites about issues impacting their business and how they are dealing with them. We are vying for their attention and trust just as your firm is. On the topic of "effective advertising" to these customers, the following are some pointers based on our collective experience.
- It's been evident for years that for capital equipment, products and high ticket services that are complex to buy and use, the crucial thing that advertising can do is move the buyer one step closer to selection and integration and finally a purchase.
- Our markets are inhabited by sophisticated buyers, who buy sophisticated products, and already have substantial product information. Forget trying to escape the rigors of the marketplace by finding minds untainted by the competitor's claims.
- Uninformed and unmotivated buyers will remain so because advertising will bounce right off them.
- The flashing of a brand image as an advertisement has a very limited place in the marketplace today. Our readers appreciate being informed, surprised, educated, questioned and otherwise made to think when investing time with their favorite industry publication or website.
- Advertising that is specific, high in informational content and iterative works best for big-ticket items and services in our markets.
- Great ads are so informative and sophisticated that they complement our editorial that is similarly involved in product discussion.
- Most executives see how potent long term, quality advertising can be. The problem is demonstrating ROI in the short term.
- Marketing communications programs and advertising in particular, poorly executed, is too expensive for most firms. By contrast, a well executed campaign with messaging that resonates with customers has never been more affordable or powerful.
- There is so much "noise" in the marketplace today that good creative and messaging that speaks to the customer, about issues they are concerned about, has never been more important.
- A business that tries to be all things to all people will inevitably fail. Similarly, your marketing communications efforts need to be increasingly specialized, addressing segments of your customer base with specific information on how your products and services will help solve specific problems.
- Today 20% of our clients are using digital media effectively and as a significant element of their marketing mix. That figure will be 80% in 3-5 years. By contrast 70% of readers/visitors consider the web an important source of information in doing their job.