Was it a total flop? Ads & Brides

[HotHolly]

So, we have been looking at creative advertising to expand our client base. Almost ALL of our clients have been via relationship or word-of-mouth. Which is great, but I'd like our client base to expand more rapidly.

We were considering advertising in monthly bridal publications to try and hit our target demographic.

Has anyone tried this? Was it a total flop? We haven't had any luck with ads...

It would be GREAT to hear from someone who has had luck (and could provide a little direction).

[cnoise]

Trade publications are a great way to go. Print advertising does work. You have to consistancy in the publication you are advertising in(not just a one off ad). Develop a business strategy for your advertising and then have your creative process for ad development reinforce your business strategy. Just a couple of thoughts.

[HotHolly]

Originally Posted by cnoise

Trade publications are a great way to go. Print advertising does work. You have to consistancy in the publication you are advertising in(not just a one off ad). Develop a business strategy for your advertising and then have your creative process for ad development reinforce your business strategy. Just a couple of thoughts.

You don't think its overkill for the area I'm in? There isnt another "city" for 180 miles (in any direction)

What kind of results do you get? How long does it take to see a responce? Thanks for your ideas!

[HeatherLou]

Hehe, come on Holly, Brownwood is a city, sorta! Actually, I'd like to add to your question. What about a mass mailing? Has anyone tried that and what response did you get?

[cnoise]

With print advertising, your looking at a minimum of 13 times. Weekly or monthly. As for mass mailing(direct mail), the return is probably 1% or lower. Depends on how many you send and what mail list you get and so on. Print advertising also lends itself to more word of mouth in addition to calls directly from the ad.

[bondarnes]

Originally Posted by HotHolly

So, we have been looking at creative advertising to expand our client base. Almost ALL of our clients have been via relationship or word-of-mouth. Which is great, but I'd like our client base to expand more rapidly.

Describe your target market i.e. What do you consider your market area? Are we talking weddings, portraits, or both? Who are your clients? What do they read? Where do they shop? How do they get their information?

We have had some success with print advertising for certain life cycles, but we have had better success with targeted direct mail to almost all life cycles. We actually did a senior mailing in May that generated an 85% response. It took us until August to finish all of the sessions.

[cnoise]

85% is fantastic. That's really great. Again, a business strategy was involved and then followed through with some type of creative process that emphasized that strategy.

[*Mike*]

Our direct mailing didnt go so well...

[HotHolly]

We are targeting people with disposable income. We have a signature series line we are introducing, where the line is very expensive and its more of an "experience." Kind of aimed at the spoiled bride who has everything.

Several of our clients are in that social circle, already. I was thinking about purchasing announcement stationary and sending a pretty announcement (like a wedding invite or baby announcement) introducing the arrival of our signature line. I thought we could ask current costumers in that demographic to provide some friend's addresses for the release.

The most that will cost is a couple hundred. Which is why I was asking about other options. Our last mailing cost over $800 and we got 1 response. It was a total waste.

So basically, we want to waive a flag at the families that have "princesses" to notice we are here. Can anybody else think of anything that will do that?