Elementary, my dear Watson.

July 21, 2009 at 6:44 pm 2 comments

Given DonateNZ is a solely web based service, I’ve always assumed advertising in a typical printed media, such as our nationwide paper, The Herald, would be pretty ineffective.  You can not directly track referrals, as you can with online campaigns, which is a major concern, as is its hefty price tag.

To date I’ve not had the money or the inclination to test my suspicions.  Until I won a quarter page ad in the NZ Herald from the Auckland Bizzone Show!   Huge thanks go to them for this.

Here’s the ad which ran on page 3 in the Herald Business Section, last Tuesday 14th of July.  Please excuse the typo which manage to elude both us and the NZ Herald proofing team.

Had we paid for this, it would have been $6230+gst.  Wowsers!

One week after publication, I’d have to make the call that my assumptions were correct.

  • Hits and calls from the day of and 1 day after publication – no significant increase. One or two people commented they saw it.
    Compared with…
  • Hits and calls from the day of and 1 day after being mentioned in online Herald piece here20 times more than usual.

In conclusion, while we were super appreciative for the feature and understand that it would have helped raise our brand and website awareness to some degree, it definately isn’t the right advertising medium for us.

Has your website had success with printed media?  Do you think we could have done differently?  I’d love to hear your feedback.

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Entry filed under: Business Talk.

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2 Comments Add your own

  • 1. travelmonkee  |  July 21, 2009 at 6:53 pm

    I read a report about news paper advertising, as anybody after they have read the paper what ads where in there? most wouldn’t have a clue.
    Shows you online is the medium of the future.
    Well done on your initiative.

    Reply
  • 2. Norma  |  July 22, 2009 at 8:06 am

    Thanks for the article Claire. I agree with you. Although I haven’t paid for advertisement in any print media, I have heard what you are describing many times from other business owners. Yet a lot keep using it. I try to use print media to keep front of mind but I do this by creating a story and sending it in to my local paper. This way it’s a win-win-win, the newspaper have something else to publish that’s already completed for them, it’s free publicity for me and the reader get different stories (I’m hoping more interesting too!).
    Thanks, Norma.

    Reply

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