23% of adults find print bargains. And?
An Adweek Media/Harris interactive poll published on January 22, 2010 reveals that of 2,136 adults surveyed, 23% believe they find their best deals in newspapers and magazines; but 34% believe that the type of ad means nothing when looking for deals. The survey breaks down the question: “When looking for a bargain, which of the following types of advertising, if any, do you think are most likely to help you find one?” by age, gender and education.
Here is the summary thumbnail:
* You’re a woman? You like pattern more than men.
* Do you have a high school education? You like the print.
* Did you graduate from college? You go online more.
* Under 34? You appreciate advertisements online and on television.
* More than 44 years? You rely on print ads to find the best deals.
* Do you breathe? In general, you think direct mail is effective when looking for bargains just below newspapers/magazines and online advertising.
* Do you mind? Well, not really. More than a third of you across all age, gender, and education segments care less if you hear about a bargain through print, online, direct mail, television, or radio.
What does this mean for the advertiser (which is you).
Now this survey was very specific, but it didn’t define the negotiation, so it leads to at least one conclusion, one set of questions, the conspicuous absence of a category, one way out, and one thing you need to do to take advantage of this information.
The only conclusion: counting on being wrong
As an advertiser, of course it helps to know who is buying your product or service and how they find out about you. You can then target your spending accordingly. However, you can also count on being wrong at least 30% of the time.
Open questions
One thing not covered in the survey is the role of value and necessity in determining what constitutes a bargain. How does your potential customer define value? Is your buyer strictly looking for price sensitivity? Quality? Velocity? And how does your buyer define price, quality and speed?
what’s missing
Based on all the opportunities you and I have to subscribe to newsletters and deal lists from high-impact internet marketers, small businesses, and large corporations (banks, manufacturing, technology, retailers, Fortune 500 B-2-B and B- 2-C companies you might think there would be a separate category of email marketing for the effectiveness of buying offers maybe it falls under the online or direct mail category however I think most of us think online as search engine, web page content and pop-ups, and direct mail as a physical piece of paper (a letter, a postcard, a brochure) that you receive in your mailbox every day.
your march
Every shopper searched for bargains by reading, looking at, or listening to a deal… All 2,136 adults, men and women, ages 18 to 55 and older, even those who say the type of ad makes no difference, are influenced by a copywriter.
Copywriters provide the content for advertisements in newspapers and magazines. Copywriters write ‘keyword rich’ content for online ads. Copywriters write the material on the direct mail letters, postcards, and packages you receive. Copywriters script the TV commercials and infomercials you see, and the radio ads you listen to while driving to work or doing the dishes.
What you can do.
Drafting it is sale. Either write the copy yourself or hire someone to write it for you. Someone has to get to the brain of your buyer and write the content that activates the neurons that trigger a response to take action. Pay attention to your copy and find a copywriter you can work with to sell your product and service.