• PRINT AND ONLINE ADVERTISING
• ONLINE ADVERTISING SERVICES
• PRINT ADVERTISING CAMPAIGNS
• REMARKETING SERVICES

Print Advertising Agency

Do old-fashioned “space ads” still have a place in an era of pay-per-click and micro targeting? Yes, if they’re done right. We frequently produce print advertising ads to extend our multichannel campaigns. These ads promote awareness and make a message more familiar when it also arrives via email or direct marketing mail about the same time. They can also attract new prospects who enter your sales funnel through a web or phone response to your ad.

Even when you’re using the real estate for a high concept communication, there’s still room for an offer and a call to action. Engage readers, then tell them how they can find out more and give them a reward for doing so. Such ads work best in vertical publications where good creative and a powerful message will stand out and create positive awareness of your brand.

Beasley, as a veteran print advertising agency, has created ads for magazines and trade show publications where we want to be noticed and remembered in a highly competitive environment so conventioneers will put our client’s booth on their short list. And we’ve used local newspaper print advertising to get attention to highly localized offers, such as real estate services.

SPECIAL OFFER:
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• PRINT AND ONLINE ADVERTISING
• ONLINE ADVERTISING SERVICES
• PRINT ADVERTISING CAMPAIGNS
• REMARKETING SERVICES

Online and Print Advertising Agency

Online and print advertising have to work harder because the prospect isn’t necessarily looking for what you have to sell. To draw their attention you need great, interruptive creative and an airtight media plan, as developed by an experienced print advertising agency.

Beasley’s creative is effective because it’s on message and highly engaging. As an example, we created a print ad to support a multichannel campaign for a media client and inserted it in the busy environment of Advertising Age magazine. It was honored for second highest recognition and recall for all ads in that issue—and the only ad that beat it was on the back cover.

Of course, you need more than recognition—you need results. Every Beasley ad is a direct response ad. It includes a call to action and a powerful reason to take that action. As a result you simultaneously draw new customers, support existing campaigns and build your brand.

As for media strategy, our extensive advertising agency experience and familiarity with online and offline resources allows us to recommend the best balance of reach, frequency and pricing. Talk to Beasley about online and print advertising, and we’ll show you how it can fit into your marketing mix. Beasley is your print and online advertising agency, contact us today!

SPECIAL OFFER:
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Beasley Direct is a special agency that gets the value of being a true partner with their clients. Having the ability to see where clients need support and helping to train the client’s staff on new and best practices for outbound promotions is where Beasley excels. Not only did they deliver creative, powerful and effective campaigns, they became part of our team, working hand-in-hand to achieve our revenue goals and delivering high ROI for each campaign.

— Katherine VanDiepen – Director of Worldwide Marcom – Anritsu Company

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Anritsu

Anritsu SiteMaster

APTARE Software

Axway

Blue Cedar

CSRSI

Financial Rescue, LLC

First Northern Bank

Goodmail Systems

Heat Software

HomeGain

Intuit

Microwave Factory Display Ads

NetApp Banner Ads

NetApp Brand Campaign

PayCycle

PCBB

Reputation.com

Rovi

Rovi 2

Rovi RIPGuard

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Beasley Direct and Online Marketing, Inc. a full service direct and online marketing agency, has been appointed as the search engine marketing agency for Alacriti, a fintech payments technology company. The initial work will focus on setting up a pay-per-click campaign (PPC) to generate new leads and validate which keywords are performing best. Beasley Direct and Online Marketing will then optimize the website by: removing technical obstacles from being indexed by the search engines, conducting keyword and key phrase research, writing new optimized web content, writing new meta descriptions and titles, and inbound link building.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc. is known for bringing the latest marketing strategies to online and direct marketing. Our agency provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc. helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go to www.BeasleyDirect.com.

About Alacriti

Alacriti provides fintech payments technology solutions to companies in the financial services, healthcare, insurance and utility industries. Alacriti offers payment processing solutions and provides software, services and outsourcing of the technology for their clients. Alacriti has a successful track record in delivering several technology solutions for some of the world’s largest financial services organizations.

Press contacts:

Laurie Beasley, President, Beasley Direct and Online Marketing,Inc.
lbeasley@beasleydirect.com

Ruhsora Magruf, Marketing Manager, Alacriti
ruhsora.magruf@alacriti.com

The post Fintech Payments Technology Provider, Alacriti, appoints Beasley Direct and Online Marketing as their Search Engine Marketing Agency appeared first on Beasley Direct and Online Marketing.

Print Advertising in a Digital Age

In today’s digital world, what use do we have for print advertising? You might be surprised, once you start looking into it. A number of studies show that people behave differently when reading print media than they do when reading digital media.

One such study, published in 2008 in the Journal of Research in Reading, reveals that reading online may not be as effective or rewarding as the printed word. Physical manipulation (such as scrolling) distracts our focus from what we are reading, and the lack of physical dimension also seems to interfere. Multimedia features, such as links, videos, and animations, tend to distract and also leave little room for imagination to come into play. The result is that people do not fully absorb digital media in the way that they absorb print media information.[i]

The Reader is the Decision-Maker

Print advertising is absorbed in a linear and user-controlled manner. The reader decides how long to stay on each page, and when to move away. It’s actually easy to observe the difference if you spend time in an airport terminal. Watch the people reading magazines and those reading on their laptops or tablets. You will notice that people reading magazines spend more time on each page (compared to how long people spend on each screen), and that they tend to be more relaxed and leisurely about what they are doing. People using digital devices tend to tap, mouse, scroll, and swipe as they skip from screen to screen fairly rapidly. (This is true across all generations, by the way—not just for “digital natives.”)

“Share of Eye”

Digital ads don’t have the “share of eye” that print ads have. And while there are an over-abundance of aggravating pop-ups and interstitial pages that beg the reader to search for the “X”, Skip or Close button, there is no such thing as a full-screen digital ad. When a reader turns to an impactful full-page ad, it tends to catch and hold attention, giving you room to engage and communicate more deeply. Digital ads are sold in banner ads and skyscrapers that just don’t have the same effect as the print full-page ad. According to the Center for Media Research, McPheters & Company used 30-second TV ads, full-page four-color magazine ads, and Internet banner ads in standard sizes, and employed eye-tracking software to determine if (and how) Internet ads were actually seen by respondents.[ii] Study results, in combination with information on probability of exposure, found that:

• A full-page, four-color magazine ad had 83% of the value of a 30-second television commercial.
• A typical Internet banner ad had 16% of the value of a 30-second television commercial.

Proving the Point: Rovi’s “Bridezilla” Ad

Rovi Corporation is a global leader in digital entertainment technology solutions, powering the creation, distribution, discovery, and enjoyment of entertainment at home or on the go. The company offers an extensive platform of products and services for consumer electronics manufacturers, service providers, studios, retailers and portals, advertisers, mobile carriers, and STB manufacturers.

Rovi needed to reach an audience of marketing and advertising industry media buyers with information about a new way to advertise that overcomes the issues raised by digital television technology—ad skipping. Increasing numbers of DVR users just fast-forward over the traditional ad spots in between episodes and shows, rendering these ads far less effective. Rovi developed a solution: in-guide interactive advertising. When viewers use the program guide, interactive ads appear across cable TV, smart TVs, Blu-Ray players and online. The in-guide ads can’t be skipped and they allow for trackable, direct and deep user interaction.

Because this was a new solution, Rovi knew the target audience would not be familiar with this more effective means of reaching audiences, so they decided to run print advertising in ad industry publications. Rovi turned to its agency of record, Beasley Direct Marketing, to develop this ad. In addition to developing print ads, we worked on Rovi’s new product launches, providing strategy, direct email campaigns, digital media ads, social media and more.

Creating “Bridezilla”

We did the concept development, copy writing, design and photo supervision for the ad you see here, fondly nicknaming it “Bridezilla.” The ad’s success hinges on first attracting the eye with a humorous and relevant visual: a bride is pushing her groom out of the way to see an ad? What’s going on here?

The visual is relevant to both the product and the audience. It promises to help media buyers right from the start with the headline “Ads they can’t help watching.” This raises the curiosity quotient: Why can’t they help watching ads? As a media buyer, that’s my biggest headache.

The copy is tight, short, and filled with benefits.[iii] It explains the product and how it works, enabling readers to quickly capture the concept. In a landscape filled with ads that feature business imagery, abstract concepts about the future, money or vision, this ad stands out and demands attention. And last, but certainly not least, the copy concludes with the call to action.

The Results: an Award Winning Ad

The “Bridezilla” ad won the SAM Award from Advertising Age, scoring among the top 10 ads in its 2012 Q3 measurement study (the letters “SAM” mean “Subscriber Ad Measurement”). Of the 36 ads that were tested (pulled from the September 10, 2012 issue), the Rovi Ad Network ad tied with Grey Advertising for third place with a total recall score of 71% (based on a survey of 300 readers). Only ESPN and Disney scored higher, and their ads were on the premium inside and outside back covers, respectively.

What Makes a Good Print Ad?

There are dangers to setting hard and fast rules about what makes a good print ad, and the last thing we want to do is stifle creativity. However, effective print ads share some critical elements:

1. The ad connects with the reader right from the headline, and knows its audience inside and out.
2. It’s memorable.
3. It provides quick, clear information.
4. It doesn’t confuse the viewer or its purpose (being clever for the sake of being clever is the usual pitfall here).
5. There is a clear call to action.
6. The ad leverages the media in which it appears. Research the media and work to avoid the clichés used by others in that media. In short, strive for the unexpected.

To find out how we can help you accomplish your goals with print advertising, visit us at beasleydirect.com

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Carlos Perez is Associate Creative Director of Beasley Direct Marketing. Carlos has 28 years of experience as an advertising art and creative director, with more than a decade concentrating on direct marketing and branding. He enjoys working on both general and direct creative projects, and frequently acts as a consultant on the marketing strategy development team. His clients have ranged from automotive and financial to hi-tech, including American Isuzu Motors, Bank of America, CitiFinancial, Diners Club, eHealthInsurance.com, Intuit, Microsoft, Network Associates, Pacific Bell, Southern California Edison, 3Com, United Airlines, and CBS Television. Carlos has worked for major general and direct response advertising agencies including Grey Advertising, Brierley & Partners, Bates Worldwide Advertising and J. Walter Thompson Recruitment Advertising.

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By John Thyfault,Vice President of Search & Social Strategy, Beasley Direct Marketing and Instructor, Online Marketing Institute and UC Santa Cruz Extension in Silicon Valley

This is the first posting in a series about what it takes to make a website so easy to use that your audience will return again and again because the experience is simple, painless and quick.

This first posting explores what web usability means, and why it matters.

* * * *

There are a number of definitions of website usability. Dr. Peter J. Meyers, president of userreflect.com, defines it as, “… the science of making technology work for people.” What a concept—technology in service of human beings instead of the other way around! That’s exactly what a website should do: enable your visitors to access the information, service, or product they want as quickly and easily as possible. As simple as that sounds, it takes some serious thought and planning.

Before you go through the process of evaluating your current website (or planning a new one), it’s important to understand why usability is so important. In a nutshell, it impacts your bottom line. The fallout from poor website design is enormous:

• 85% abandon a site due to poor design
• 83% leave because it takes too many clicks to get what they want
• 62% gave up looking for an item while shopping online
• 40% never return to a site because the content was hard to use
• 50% of sales are lost because visitors can’t find content[i]

Remember—it’s the unhappy customers who complain the most frequently about their experiences. According to the White House Office of Consumer Affairs, a dissatisfied customer will tell between 9-15 people about their experience, while around 13% of dissatisfied customers tell more than 20 people. Multiply that 20 people by the number of followers the complainers have on Facebook and Twitter—and you can see the problem.

It’s well worthwhile to plan for usability before designing a website. The cost of fixing a poorly designed website is greater than just the time and money involved in the fix. As you can see from the statistics above, by the time you get around to fixing a site, you have already lost potential business.

There’s another aspect of web usability that may not have occurred to you when thinking about website design. In 2006, the National Federation of the Blind sued Target over its website. The NFB contended that Target’s website was a “place of public accommodation,” and therefore came under the Americans with Disabilities Act of 1990. As such, the suit claimed, the website had to be made usable by the visually impaired. Target settled out of court in 2008, setting up a $6 million fund for claims. Target also reworked the site to accommodate visitors using screen reading software and other aids. This is a serious consideration for an eCommerce site, but needs to be considered by other kinds of sites as well.

Next time: “What Makes a Website Usable?”

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