10/10/2013

Ideal Newspaper Ad Placement

Steve Topper October 10th, 2013
Categories
Marketing Insights

For those of you using newspaper ads to promote your bank or credit union products and services, what if you could place your ads on the front page of your local, community newspaper?

According to The Mamas & the Papas – that’s “California dreamin’.

As far as I know, no local newspaper allows front page ads.

I’m talking about print ads, not those pesky, ubiquitous sticker ads that arrive each morning on the front page of The Sacramento Bee and likely your local newspapers as well.

Of course, what I thought I knew has changed.

A few weeks ago I encountered a front page ad from a local Sacramento bank.  Take a look at this “banner ad” appearing across the bottom of the front page of the August 16 edition of the Sacramento Business Journal.

Space constraints make it difficult to use this size ad to make a product offer complete with benefits, call-to-action, and disclosures.

So River City Bank decided to focus on pithy copy that positions the bank against the four mega-banks with multiple branches in its local trade area.

Two subsequent editions carried different messages – again positioning the bank against its largest competitors.

Note the bank provides a website URL at the bottom of each banner ad.  Using the URL takes you to a special landing page dedicated to the bank’s ongoing positioning campaign.  You can visit it here.

Although the bank has chosen a positioning approach with its campaign, your bank or credit union should be able to use similar ads for teaser campaigns and to promote specific products like Free Checking, Auto Loans, and Mortgages.  The challenge is to carefully choose copy that eliminates the need for the irritating disclosure copy that few consumers read.

I believe we’ll all agree that a front page ad not only has much greater visibility than ads buried on the inside pages, it should garner significantly more readership – due both to its location and its brevity.

Consider discussing such an ad with your local newspaper.  After all, community newspapers are struggling to generate sufficient ad revenue to stay in business.

This content is accurate at the time of publication and may not be updated.