Working in the real estate marketing business is tons of fun. However, my wife says I'm way too critical of print ads and web sites. It seems the tables have now turned. Just the other morning while reading the Sunday paper, my wife commented to me how bad a particular newspaper ad was. She's was right! Here's the deal, her thumb was covering the lone reference on the ad to "where" this festival was taking place, plus the reference is really small. Duhhh... that might be critical piece of information to know. Take look... don't blink you might miss the location of the event!

Did You Figure it Out?

Now granted the original print ad is "a little" clearer than the scanned copy I have provided. Trust me, the orginal version with the lone location reference is just as "fuzzy". If you figured out that the event was being held in "Myrtle Beach" congratulations. Granted, I'm not familar with this particular event but appearantly the organizers are operating under the delusion and assumption that everyone else knows where this festival is being held. Get this, I've been to Mrytle Beach on many occassions. It's a pretty big place. Granted I'm not from Myrtle Beach, but the problem is I have "no clue" where to find this Sun Fun Festival once I'm headed to Myrtle Beach. Where should I book my room if I want to be close to the event?

Let's Review the Basics of Print Advertising

Please do you and your readers a big favor when creating a print ad (or any other ad for that matter). Answer these basic questions:

• What - Tell your readers "what" the event is all about (in this particular ad they did a good job bulleting this info-bravo!)
• Where - Tell your readers "where" the event is being held (as in exact location and maybe directions to the event). If multiple locations are involved, make sure that information is in the ad.
  
• When - Be sure to give dates and event times too. In my example, they missed the boat with this!
• Who - Through graphics and copy, suggest who the event is targeted to. In this particular example there is a mixed message. On the one hand, it is easy to recognize the animated characters (Scooby and Mr. Neutron) but then again, who are the people in the photos at the top of the ad. Is that a picture of "Stevie Wonder or Rueben Studdard"? (I think this is a clear indication I don't watch enough TV if I cant' recognize these so-called celebrities - boy I feel really old!) Kids - turn down that music! :>)
  
• Why - Explain why the event is being held. If there are charitable organizations involved be sure to mention it. "To benefit" the Susan G. Komen Foundation... or whatever.
• Website references - ALWAYS include your website in the print ad and make sure it occupies at least 30% of the ad space!

Many of You Still Use Print Ads

And the debate of their effectiveness in the world of real estate marketing rages on. For those of you that continue use the medium, be sure you're doing it right. Do you recognize examples of bad ads?

Helping you in your real estate marketing efforts,

Bobby

Your Real Estate Marketing Partner

P.S. Be sure to visit my blog on the Crystal Coast!