How Does Off-The-Page Advertising Work?
Off-the-page advertising is a very effective method to generate both direct leads and sales for your business, establishing a direct and long-lasting relationship with your customers through national newspapers & magazines. A well targeted press campaign in trusted titles also builds brand awareness in the process.
The essential purpose of off-the-page advertising is to sell a product or service direct to the reader, generating a direct sale or a valuable lead. These sales or leads are collected via the web, telephone and coupon. The percentage of response via each channel depends on the value of the offer and the age of your target audience. The older the audience and the lower the value of the offer then the higher the proportion of coupon response. Conversely high-priced items targeted at younger audiences will drive more response via the web. Generally, we find the more options you give consumers to respond, the higher your overall response will be.
It is important to recognise that the reader will not have the opportunity to examine the product or question a salesman in-store, therefore all essential information must be provided in the press ad – your page becomes your salesperson and very often in direct response, off-the-page advertising, “the more you tell, the more you sell”.
Here are a number of key points we will take into consideration when planning and executing your off-the-page advertising promotion, whether it be for a product or service.