As adverse as our reaction may be to advertising, sometimes the reaction is totally unwarranted.
It is certainly a quality brand, and their test was legitimate, with the ad running in 50 newsletters in 25 different communities. Some could say this wasn't a fair test, but zero response? The phone number is specific to this ad and it was tracked, so zero response seems to be a valid claim.
Now you could certainly blame our newsletters for this, saying that for some reason residents don't look at our ads. But the evidence does not bear that out, as we have many, many advertisers who are very successful with our program.
So if it's not
our newsletters, is it the ad, or the economy? Well the same identical ad with the same
identical offer was mailed in a coupon envelope and received 30 phone calls.
We received zero phone calls from the same ad in our newsletters. If it's the economy then none of our advertisers would receive any response.
Our program is only successful to the extent that residents in the communities that use our program, support the advertisers. Support does not mean actual business received. What it means is the advertisers simply want the opportunity for their business, as in calling them for a quote.
Do residents have a responsibility to use our advertisers? Probably not.
Do HOA's and the board members or committee chairs have a responsibility to promote the advertisers? Probably so, since the cost of the publications that promote and benefit the community, are offset by the sponsors.
It's an interesting problem, and a difficult challenge; to differentiate your publication and it's advertising from the general clutter that's out there. Tlehs Publishing strives to produce quality printed communication vehicles with relevant content, which includes advertising.
We think the advertisers deserve your support. What do you think?
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