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Print ad design costs: Calculating your Print Advertising ROI.

One of the first questions that comes up when searching for a print ad designer is how much does my print ad design cost? Print ad pricing is an important part of the decision process when searching for a freelancer or ad design agency. But not the only thing.

With print advertising as other advertising media, you already have a built in cost — and that is the cost of buying your ad space. Add in the cost of your production and you have the total cost of your insertion. Of course you could also add in the cost of your time or an employee’s time to organize your marketing effort. So let’s do a simple calculation on a hypothetical print ad.

Let’s say you are going to run a 1/4 page in a community newspaper. For the sake of argument, we will be running the same ad 3 times. Each insertion is $750.00, so the total cost of running the print ad will be $2250.00. The cost of you design the ad is $395.00 (which is what we would normally charge), and it took you 3 hours coordinate the ad design and work with your paper’s ad sales representative (at $50/hr)

Print Ad Media Costs = $2250.00
Print Ad Design Costs = $395.00
Administrative Costs = $150.00
==========================
TOTAL COST = $2795.00

So your ad costs $2795, right? Well, not really. The reason you’re advertising is to make a sale, correct? So we need to factor how much business this ad will attract, and then factor that into our costs. Let’s say you will get 10 leads per insertion, so a total of 30 leads. Of your 30 leads you have a conversion rate of 20%. Each sale is worth $500 with a lifetime customer value of $2000. [Read more…]

Filed Under: Print Ad Design, Print Production Services, Small Business Marketing

Print goes digital: Adapting print advertising for online use

Hoekstra Magazine Print Ad

Before: 4-Color Magazine Print Ad

One request we increasingly get from clients is to convert their print ads for online use. Making the necessary changes to get your print ads online is not difficult, but there are some changes that need to be made to accommodate a web format.

One of the key differences is that print ads generally provide all the information in the ad, and ask you to take an action (at least a good print ad will!).  On the other hand, banner advertising serves more to grab the reader’s attention, and get them to click to a website or a landing page which will then serve as the means to generate the online action (call us, fill out a form, etc).

So can display advertising be the starting point for a good banner ad or campaign? Absolutely. But you need to remember a few things while you’re at it.

For one, keep it short! Think of a banner ad as a billboard. You need to distill your print ad to the most important points. And try to cut the copy as much as you can — just leaving the key motivators that will encourage your prospect to click through to your website.After all there is usually less space on a banner, and the resolution is lower on the web, meaning you can’t make the font size too small or it won’t be legible anyway.

A recent example is a print ad we did for a client (pictured here) – when he then wanted converted into a 300×250 banner ad for the print publications website (It’s very common these days for trade publications and other pubs to offer banner ads as part of the print buy, or for a nominal extra charge).

Hoekstra 300x250 Banner Ad Design

After: 300×250 Banner Ad Design

In this example we had to cut out quite a bit of copy, resize the ad from a vertical format to a horizontal format, and then add a button to encourage click-throughs.

In then end, the client was able to leverage their existing print advertising design to work with their online marketing effort – saving time and effort, and creating a more uniform “campaign” look across both mediums.

If you would like more information on how you can better integrate your online and offline advertising, contact us today.

Filed Under: Online Marketing, Print Production Services, Recent Work, Small Business Marketing Tagged With: Ads Online, Online Advertising, Online Banner Ads, Print Ads, Print Ads Online

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