Research shows that print ads that contain URLs are up to three times as likely to drive readers to a website than those that don't include them.
Not that this information comes as much of a surprise, but it is probably a tactic that many businesses still are not using.
The Research Shows...
A study conducted by the Magazine Publishers of America shares this info along with statistics that show that readers of magazines in the Travel, Home and Women's categories tend to drive more readers from the magazine to the web.
Think About the Actual URL
For a print ad to inspire web traffic, the URL itself can play a tremendous role in whether or not it even gets visited.
Helen Leggatt at BizReport suggests using fresh, unique URLS "perhaps per campaign or even per publication" to generate interest. As an example, she mentions a recent Burger king campaign utilizing the haveityourway.com domain.
I would suggest at the very least using a memorable, easily spelled domain name like I talked about in this SmallBusinessNewz article.
Don't Overlook the Strategy
The concept of inclusion of a web address in offline marketing is also something I've stressed before for encouraging more customers to turn to the web, particularly for brick and mortar business looking to expand their online identities. It's a no-brainer for those businesses who exist strictly online that are already seeking print advertising.
Think about print ads that have inspired you to find a company's website. What was it about the ad that made you want to learn more by way of the Internet? Odds are it was probably the URL there pointing the way.
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Comments
Cheaper than SEO and Pay Per Click!
Thanks for putting this powerful info out there. These days, since a Website mean credibility, if you don't have yours in your ads you are definitely missing the boat.
As a Practical Marketing Expert for small businesses I'm always preaching about the need to put your URL everywhere, not just ads. That includes bags, boxes, stickers, estimates, business cards, fliers, printed case studies, email signatures, banners, promos and more. Heck, even just having an email address attached to your URL (IE name@mydomain.com) can send you fresh traffic.
Your point about having easy to remember domains is a good one as well. Although my main business site is at http://www.success-stream.com, I've started pointing snappy domains at certain pages and/or building separate mini-sites with simple domain names like http://www.websitehotseat.com, and http://www.smallbusinesswebsitebible.com to make it easy for people to remember them and find me.
I've also started listing all my domains in my email signature. Every bit helps get attention and drive people to my site.
Stacy
RE: Cheaper than SEO and Pay Per Click!
URL
This is a no brainer!!!! Substantial amout of readers will visit the websites of ads seen in print.
URL
I agree, My URL www.crimecleanoftexas.com was omitted from one of my Printed ads that run only once Yearly. I could Tell instantly. My hits dropped 10% after Publication. Hints from WebproNews helped my get through the Lean times.
Charlie@crimecleanoftexas.com
Good to Know
Thanks for the article,the more I read the more I learn:)
domain name ....
Think of your domain name as the main part of your website's KEYWORDS ...
URL's
I have to totally agree about the domain aspect, I have already purchased domains that I will not be using for about 2 years, however I need to make sure that no one takes them before I need them.
Awesome Article
Great Article Chris!
I think this article shows a great example of how promoting offline can transition to online promotion and also getting more web traffic and sales. Also a unique descriptive url as explained with Burger King is a key example to campaign relationship and also remebering a unique url.
Rob
www.NutritionPop.com
RE: Awesome article
Ads -> Website
It makes sense to keep the conversation moving from an advertisement (which has a single point) to a website (which acts more as a brochure, with more in-depth information).
Even better than simply driving people from an advertisement to your homepage is to a specific landing page that picks up where the ad leaves off, continuing the thread of conversation.
RE: Ads...
cost effective
either way its cheap and every little bit help the more people that see it the more that read it the more that might just type those few words this should be one of those things that you include with all your other ad.traffic driving effort to your online and offline shops we already do a print ad is a business card our business card has all our important web address to help drive traffic to both!!
URL
how about using my phone number as my URL
RE: URL
There is a law office here in Lexington that has been advertising for years with their phone number included in a jingle that tends to get stuck in people's heads.
Without having that brand power, I don't see a phone number as a domain name being very effective.
print ads
On the other hand print ads for online sites do not seem to go anywhere, that has been my experience. It seems there is a big digital divide among print readers and internet surfers!
URLS:Oreo Cookies
Better Homes and Gardens, Summertine 2008 magazine recently arrived ... have you seen the back page? A brilliant Oreo Cookie Ad., without a oreo.com signature. After reading this article, was it necessary? This Ad they developed speaks volumns ... and I believe this powerful Ad with a glass of milk, an Oreo cookie in the straw off a plate with oreo crumbs, the Oreo Logo and "Milk's favorite cookie" slogan was by all means creative, imaginative and simple...by all means this Ad agency has talent and must be smiling ... pat yourself on the back ... you done good.
RE: URLS:Oreo Cookies
Etched in your memory forever
A large percentage of online searches are not using "keywords" at all. They are "phrases,sentences and more importantly thoughts" Ie: How can i sell my inventory?
The browser search bar is evolving into a medium to ask questions.This will be the "next generation" of search inquires.
JMHO
http://www.sellmyinventory.com
Nice Point of View
Come hai sottolineato nell'articolo, i fattori inteni della pagina web (url) sono davvero in grado di fare la differenza al fine di un buon posizionamento, o per la riconducibilità dei contenuti al sito web di riferimento.. La tua è stata davvero un a giusta osservazione.. Questo è davvero un "Great Point of View"!
Good Example
Hi Chris,
Excellent approach, offline marketing and URL for print purposes are great samples of the importance of a simply or memorable domain name.
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