Does press advertising work part 2

Further to my previous entry about trying out press advertising to see if it really works for small businesses we have had to send out the next ad to the same publication. Click on the link below to go to the previous article.

Does-press-advertising-really-work-for small business?

We booked a series of adverts through the year. The next issue will be out in March and the copy deadline for the advert is Friday 5th Feb. We decided to take a different approach - change the message and the whole flavour of the ad to see if it had any impact on the response.

This advert focuses on the creativity of the product and helping companies to stand out in a saturated marketplace (if you read in-between the lines). The previous advert was aimed at getting the potential client to see that the work we do is a proven process for helping them to be more successful - increasing their chance of getting more business through a web site.

Obviously we are still waiting on any results from the first advert and this one is a special sneak preview for readers of the blog. The chances are that we wont have any direct business from these adverts. We have to resign ourselves to the fact that this is a brand awareness campaign and unlikely to make an obvious, immediate impact on our sales.

Business to business advertising is notoriously difficult because often you find that the market is crowded with too much choice. Companies or individuals are able to set up in the wink of an eye and start shouting that they offer the same services you do. How can you let a potential client know that you are a quality outfit which will bring benefits to them way beyond any money they might spend with you.

An example of this 'value' to our clients is a scenario which we see repeating itself regularly. About ten years ago  we worked with a company called Closed Loop (colour calibration software and hardware). We helped the three owner/directors to create a brand for their company which positioned them well in their target market and gave their clients a feeling of confidence, professionalism and establishment (even though they were a new company). We designed an identity, strapline, stationery, packaging, web site, sales literature, advertisements and a modular exhibition stand all in a short space of time and within a very tight budget. Less than 1 year later Kodak bought the company from the owners, some of whom walked away and others carried on in the company as directors.

The value or return on investment that we generated for that business was quick in terms of sales. The value that they gained long term was having a business which was considered a worthwhile investment (from the outside). Kodak saw them and wanted to buy them out. Obviously if their business hadn't been a sound prospect 'on the inside' then Kodak would have walked. Equally if they had looked like a homespun business without a professional brand and integrated presentation, Kodak wouldn't have even sniffed at them.

Now how on earth do you get that across in a small press advertisement? I don't think you can. So how do get it across to a client that is what you can offer them?

If you've got any thoughts we'd love to hear them.