Everyone knows the familiar real estate saying for the number one factor that influences a buying / selling decision: location, location, location! Well, that same phrase should be heavily considered when placing your advertisements.
Where do you place your ad to guarantee that it will be seen? A billboard? On television? The newspaper? All of these are good options and they all have pros and cons associated with them, and a certain percentage of viewers will see ads in each of these mediums. Let’s take television as an example. I’m a channel surfer, commercials come on, I change the channel. In fact, I usually choose two programs and flip back and forth. But I also know people who are more likely to watch the commercials than the programming itself.
One of my favorite area media companies has chosen some unique locations to guarantee their clients ads will be seen – they call it captive audience marketing. You’ve probably seen them, in area restrooms and gas pumps. And you’ve read their ads, because you’re standing or sitting there for a couple of minutes and can’t help it. I have heard some female friends express some invasion of privacy feelings towards these ads, but that also means that they saw the ads.
Another way to increase your impressions is to place your ad in or on something that the audience interacts with or finds value from. Pens, coffee mugs, and calendars are a few examples. These items get used on a daily basis and are even appreciated. Writing this article just triggered a brilliant idea – why hasn’t someone sold the ad space next to the daily crossword puzzles, or in the middle of the puzzle? Design a puzzle around a small ad space and the ad will receive multiple impressions, and from a very defined demographic! Remember – you heard it here first.
Great idea on the puzzle pages, Mark. Town Planner is smart advertising for the exposure ratio. Also – if anyone needs pens or mugs – contact me!
Mark – This reminded me of many years ago we installed an ad for our shop’s “Big Idea” suggestion system in one of those captive sitting situations. I believe the ad was along the lines of – “Don’t just sit there. Think of a Big Idea”. We couldn’t tell how many ideas were sourced this way because we elected not to put tracable forms on the inside of the door with a pen on a chain. Nobody that gave it any thought would actually use said pen.
I also did a quick USPTO search and you might want to patent your crossword puzzle advertisement idea. You certainly have well documented priority.
Feel free to just laugh, edit, or not post this at all.