This is the time of year when ads are due for next year’s print advertising in state campground association directories, local tourism agency guides, and big national directories like the Good Sam Directory. Unfortunately, most of us have too much on our plates, too many hats to wear, and too many balls to juggle. Pick your excuse, but then pause before you simply renew your ad from last year, and the year before that, and the year before that. Too many of these decisions are based almost solely upon how much money we are willing to spend, failing to treat advertising as a well-planned investment.
If you are satisfied with the status quo in your advertising, it must mean that you are content with your current volume of business. On the other hand, if you are seeking to grow your business, sometimes it is necessary to shake things up with your advertising. Even if your park is booked to capacity for most of the year, there are ways to reach out to new markets that might make the occupancy of a fixed number of campsites more profitable.
Thumbing through the pages of the 2018 campground directory for one of the larger state associations, I am seeing 1/16 page ads with dark text that is almost unreadable against dark background photos, poor quality photos, excessive amounts of text that can only be read with the help of a magnifying lens, and a serious lack of coherent design. I am also seeing ads that, regardless of size (but not 1/16 page!), command attention and stand out from adjacent ads where the only thing in common is the cost of the advertising space.
A well-designed ad should be part of a carefully executed marketing campaign. It should mirror the design and objectives of your website, collateral advertising, social media content, and overall branding. Even if your park is part of a franchise like KOA or Leisure Systems, you will want to capitalize upon the dollars that the corporate offices spend on national advertising campaigns, maintaining a consistency with their branding specifications and quality standards, while singling out your park’s individual identity and key selling points. It involves more than including the KOA logo or Yogi Bear graphics in an otherwise disconnected ad.
My best advice is to avoid trying to design ads yourself. You cannot design your own ad using software like Microsoft Word or Publisher and expect it to be press quality. There are too many details that cannot be properly fine-tuned using that type of non-professional software. You will also want to resist the urge to save money by having the directory publishers design your ads in-house. Almost without exception, the most highly skilled graphic designers are not designing free ads in that type of production-oriented environment. Finally, you do not want to take your chances with a freelance from a site like Fiverr.com who knows nothing about your business. All of your ads should reinforce one another with a consistency that steadily builds your brand awareness. If you are not already using a marketing company that has developed an overall marketing strategy for your park, consider hiring a local graphic designer who is experienced, has a solid portfolio, and has a proven track record.
Even the best designed ad can leave you with lingering questions regarding its effectiveness. With online advertising, running Google Analytics on your website can pretty clearly demonstrate how much traffic is coming from referring sites. It is quite possible that your analytics will show that an expensive Good Sam ad is a far better value in terms of cost per click than an inexpensive ad that sends little or no traffic to your website. With print advertising, it is far more challenging to measure results, although you may consider using unique website landing pages and unique phone numbers (either local or toll-free) using a call tracking service provider.
Now that you have an advertising campaign that has been effectively designed, here are a few pointers that will help you to get the most bang for your buck:
- Never allow an ad to print without seeing a proof, and always get a second set of eyes to proofread, because we rarely catch our own errors. If anything needs to be corrected, demand to see a new proof.
- Ask if any discounts are available. These might include a 15% agency discount and early payment discounts. If color is available, ask for it at no extra charge. Advertising rates are frequently negotiable.
- Ask for preferred ad placement. This generally means right-hand pages, with your ad adjacent to related editorial copy, not placed on a page with nothing but other advertising. Negotiate this premium ad space at no charge, as either a new advertiser or a loyal advertiser.
- Learn to say no, but also learn to say yes. Do not waste money on advertising that is not a natural fit for your business, but remain open to exploring new opportunities.
- Keep it simple. When it comes to ad content, less is usually more. Avoid the temptation to include the kitchen sink, but keep in mind that “white space” is not necessarily white.
- Include an incentive and a call to action. The incentive may be strictly emotional, and the call to action may be finalized online, following a link to your website.
Print advertising is alive and well, but plan it carefully to ensure that it will be as effective a component in your marketing mix as possible.
This post was written by Peter Pelland