4 stepsto creating anad campaignthat works

by Terrie Goldstein, publisher

Hudson Valley Parent:Connect your businessto a powerful consumer

hvparent.com

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First determine what is of interestto your customers. What do cus-

tomers want? For example for a childcare council, parents may be looking forqualified child care in one easy step.That is called a “benefit” headline.

2 Hudson Valley Parent 4 Steps to Creating an Ad Campaign That Works

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Hudson Valley Parent:Connect your businessto a powerful consumer

HVParent.com 4 Steps to Create an Ad Campaign 3

Once you have determined whatyou offer that your customers

want, create a headline that meetsthis customer’s need. In the example ofthe child care council say:

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to a powerful consumer

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One phone call tofind the best child

care options foryour child

Now list no more than 3 points(although larger ads can include

more) that you will include in yourad. Continuing on the child care theme,it may be:

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4 Hudson Valley Parent 4 Steps to Creating an Ad Campaign That Works

Hudson Valley Parent:Connect your businessto a powerful consumer

One phone call tofind the best child

care options foryour child

• Free service for all parents• You get a complete up-to-date

list based on your needs• All providers are certified so

they have been trained to provide quality service

HVParent.com 4 Steps to Create an Ad Campaign 5

Now, include your logo, largephone number, plus address

and website.4

Hudson Valley Parent:Connect your business

to a powerful consumer

Daycare for Kids845-123-4567

123 Main Street, Anytown, NY; DaycareForKids.com

One phone call tofind the best child

care options foryour child

• Free service for all parents• You get a complete up-to-date

list based on your needs• All providers are certified so

they have been trained to provide quality service

Hudson Valley Parent:Connect your business

to a powerful consumer

Other pointsto consider:

Do you need a graphic or aphoto or photo in your ad?

A. A photograph is an attention-grabber, but it must be a crisp, clear photo, not blurry. Also,make the photo as large as possible. A postage-stamp sizewill not give the impact youwant. Your photo should convey a message: Happy kids.Smiling grandparents. Makesure your photo supports your “story.”

No photo? Then use a graphic.

Q

8 Hudson Valley Parent 4 Steps to Creating an Ad Campaign That Works

Hudson Valley Parent:Connect your businessto a powerful consumer

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How important is color to my ad?

A. Everything we see in this world, formost of us, is in color. We use the colorof everything around us to define whatwe like and what we don’t. So use color.You’ll get a great return for your invest-ment.

Q

HVParent.com 4 Steps to Create an Ad Campaign 9

Hudson Valley Parent:Connect your business

to a powerful consumer

How large does my ad have to beto get a response?

A. It all depends...how do you likethat for sitting on the fence. Here are some of the rules I abide by:

1. If your ad is going on a very busypage then buy the largest ad youcan afford. If you cannot afford alarge ad, then wait until you havethe budget to do so. And be sureto include a lot of white space inyour ad. We call that space“breathing room.”

Q

10 Hudson Valley Parent 4 Steps to Creating an Ad Campaign That Works

Hudson Valley Parent:Connect your businessto a powerful consumer

HVParent.com 4 Steps to Create an Ad Campaign 11

2. If your product or service is relatively expensive, then a larger ad is required to make your company appear to be worth using.

Hudson Valley Parent:Connect your business

to a powerful consumer

If I can only afford a small ad, howcan I design it to make it work?

A. The points included are true of anysize ad, but especially for the smallersizes. Offer something the customercan’t refuse. For example, I work withan educational consultant. I suggestedshe offer a free, one-page download tohelp parents teach their kids to read.The parents who respond to this offerare those who would be excellent targets for this service.

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12 Hudson Valley Parent 4 Steps to Creating an Ad Campaign That Works

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HVParent.com 4 Steps to Create an Ad Campaign 13

LAST PIECEOF ADVICE

The ad should be created in a

Zformat

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to a powerful consumer

The top horizontal line of the Z isthe headline1

14 Hudson Valley Parent 4 Steps to Creating an Ad Campaign That Works

Hudson Valley Parent:Connect your businessto a powerful consumer

HVParent.com 4 Steps to Create an Ad Campaign 15

The downward line is the spacefor the listing of the products and

services you offer and photos or illustrations.

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Hudson Valley Parent:Connect your business

to a powerful consumer

The bottom horizontal line of theZ is room for logo, phone number,

address and website.3

16 Hudson Valley Parent 4 Steps to Creating an Ad Campaign That Works

Hudson Valley Parent:Connect your businessto a powerful consumer

HVParent.com 4 Steps to Create an Ad Campaign 17

Remember: don’t place your companylogo on top of the ad where the benefit headline should be.

Hudson Valley Parent:Connect your business

to a powerful consumer

• Before and afterschool care

• Certified Teachers• Kids ages 6 weeks

to 4 years

Sunny Kids Daycare123 Route 123

Anytown, NY 11111

Sunny KidsDaycare

• Before and afterschool care

• Certified Teachers• Kids ages 6 weeks

to 4 years

Sunny Kids Daycare123 Route 123

Anytown, NY 11111

Create a schedulethat works for you

Before

After

Following thesesimple tips

leads tobusiness growth.

Hudson Valley Parent:Connect your businessto a powerful consumer

Call us for additional marketing tips.845-562-3606hvparent.com