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How to Make Print Work
(It's not all dead)

In a society where we are bombarded with over 5000 advertising impressions per day frequency is the key. 

To get noticed, to brand your business, to build a customer base, to do anything in advertising these days it takes frequency.

So where does that leave print advertising?
Kinda leaves it the same place that newspaper content is today...struggling in the past. Don't get me wrong. There are some very good targeted print options out there that are great for local marketing like TK Magazine for business and another great option I will share with your shortly! 

Competition is increasing for everyone, not only for your industry but also for share of mind and dollar. Let me give you an example. A few years ago I planned on buying my wife a new ring for our 20th Anniversary. If you are a jeweler you are now in competition for my business to buy that ring. BUT when I asked my wife what she would want in a ring...she said "I heard an ad for what new windows can do for your home, I would rather spend the money on that". So jewelry stores are not competing with other jewelry stores but now they are competing with window companies.

A jewelry store would have had my money if it weren't for the savvy window company convincing my wife that is what she wanted more than a ring! 
How did they do it? It was actually a home improvement contractor that ran a high frequency schedule for a couple weeks before the Home Show. They invited people in to talk to them about windows another products.
So guess what? My wife latched on to the fact that they could make her craft room warmer with more energy efficient windows. Guess where we went? We went to the home show and actually walked around visiting a couple different window places.
Guess which one we went with? The one she trusted...because they made her feel like she knew them and could trust them...with frequent radio ads! See how that works!!

You can NOT get that frequency that Radio can in any other medium (except digital)!

You can NOT build that trust in any other medium because there isn't one that people spend more time with than Radio.

You can NOT create emotion and desire to change peoples mind and convince them why they need your product with any other medium but Radio! 

On a side note...unfortunately TV is also falling victim to what Newspaper has. Younger generations are not watching local stations...or even cable. The most popular shows are on subscriber only options like Netflix, etc. As a local direct business it is not only very cost prohibitive but it is virtually impossible to get any kind of frequency to make a dent in the consumers mind. 

Now...that other Print Option I told you I would share with you! Let me tell you why it works.
  1. Shelf life...a print piece that isn't your typical one and done. One that the consumer will keep from August until March...for information and reference. 
  2. Consumer Passion...there is a passion and ownership the consumer has with certain sections of this print piece and when they see the businesses that support those sections they in turn support those businesses.
  3. Longevity...this print piece has been around for 33 years and we get calls from consumers and businesses anticipating it's arrival. 
  4. Comprehensive...this print piece covers a vast region, giving you the ability to target several of these passionate consumer groups!
And what is it?
Our Annual Pigskin & Hoops Magazine! This year our 33rd edition includes football and basketball schedules and outlooks compiled by 580 WIBW's Sports Team for 36 area high schools and four colleges plus the Kansas City Chiefs. We distribute 10,000 copies of this popular, high quality sports publication in August 2019.  For all the reasons above you will want to call me to find out how to be part of this year's edition.
Tim Kolling
Senior Marketing Consultant 
Direct: 785-228-7228   Cell: 785-817-7296
PO Box 1818
1210 SW Executive Drive, Topeka, Kansas  66615
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Results Focus · 2855 SW Dukeries Rd · Topeka, KS 66614-4726 · USA

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