While at Loews Cineplex Entertainment (theater chain), we developed a practice of creating simple, catchy, call-to-action print ads, which drove users to a specific url for a specific purpose. For example, when we first opened a theater, we would give away free tickets to second-run films to entice consumers to come to our theaters and sample the facilities and service. Our ads would communicate a simple call to action, for example, “Free Movie Madness,” and users would go online to register for free tickets. During the registration process, we would communicate additional information about the venue’s amenities.

We refined this process and developed similar promotions with targeted media partners such as Family Circle Magazine, Entertainment Weekly, The New York Times, as well as others. In each case, we hooked the user with an engaging promotional opportunity, and advertisers benefited from online sponsorship and engaging placements, on-site sampling and demonstrations and other dialogue with our shared consumers.

http://www.slideshare.net/ankener/Ankener-11708

Links:

• http://www.slideshare.net/ankener/Ankener-11708

posted January 30, 2009

I concur with Linda. Build a blog in which the president or marketing director writes an article that gets linked to the newspapers website, then link to Facebook, Twitter, etc.

posted January 20, 2009

Social media initiatives are becoming important part of any PR / branding strategy, even for a newspaper. But I think you have asked for more than that.

I suggest you to consider the main differential of online campaigns: the possibility of deep segmentation, targeting the groups you are interested in with the right messages for them.

Even considering the general deeper market penetration of printed newspapers in your country, some potential market segments can only be efficiently activated through other (including online) initiatives. Executives, academics, university students are some of these difficult-to-reach groups that are not ‘available’ through traditional printed media. Digital campaigns play a fundamental role in such cases.

If you are interested in improving branding awareness or leveraging the number of regular readers of a newspaper or for a specific issue / campaign in the newspaper, you should consider online campaigns, with e-mail marketing targeting specific groups of potential readers (showing part of the content that interests those readers, offering advantages and calling them to action). You should also strengthen this action with online world-of-mouth campaigns, taking advantage of social media and social networking sites, and their theme-related communities.

posted January 20, 2009

Rupesh,

One of the fundamental reasons why advertisers still consider newspapers as a media platform is because they are still accepted by most parts of society as the most truthful platform to disseminate news and content. In countries such as India and even in Singapore, the percentage of newspaper readers remains unchanged, and in the case of my country, it is increasing, albeit at a slower rate vis-a-vis 10-20 years ago.

This background provides the reason why countries whose population STILL believe the editorial integrity of newspapers will continue to maintain their reach (distribution) and readership figures. This will validate a decision by an advertiser to place their ads in this media.

IMO, the ad in the newspapers plays a critical role to drive traffic to an online campaign. A strong visual and great copy headline will raise the curiosity of the reader. This is not a science, but an art, and something which an experienced creative team can deliver, taking into account the cultural and societal environment of the target customers.

The newspaper ad, therefore, will include the URL where the reader can find out more about the ad's message in the newspaper. The URL can be a Facebook Group site, or any other social media site which the advertiser wants to drive traffic to.

If you wish to add a further element to this strategy, you can add mobile elements to the newspaper ad. If the deliverable is to drive readers to the online site (and the metric is to see incremental web traffic), you can add SMS and mobile code solutions such as QR code (which is freely available online). These mobile elements allows the advertiser to encourage an immediate action from the readers as most mobile users will have their handsets close to them.

The advertiser can do the following (in the case of SMS):

1. Advertiser gives an incentive for the reader to send in a SMS (e.g. free gift voucher, etc.) to a short code (or a normal mobile number).

2. Advertiser can work with a mobile solution company to develop a program to send a reminder SMS to these readers to visit the online site at an appropriate time. For example, a working adult is likely to go online after work, and the SMS can be sent between 8pm to 10pm.

This strategy will enhance the link between newspaper ads to the online presence.

Darren

posted January 22, 2009

Thats an interesting question. India is very different than a lot of other countries, the penetration of newspapers is close to 80% with the literate population. There is a degree of trust in the old fashioned newspaper as opposed to those modern computer things.

How can you leverage a newspaper in a onilne/social media campaign?
The obvious answer is driving traffic to the website in questinon. But how much more cost efficient is a newspaper compared to a outdoor hoarding campaign?

I think the real value with newspapers is that you have engaged users(newspaper users) and you want to transfer their engagement to your social media campaign. These are people in the world around them. Getting them to trasnfer that interest online is pretty much the holy grail of the Indian internet business.

posted January 23, 2009

Rupesh, you have some good answers here already.

My only comments would be-
who are you trying to reach?
do they read the newspaper?
do they have a computer/device with internet access?
do they have an interest in the social media you are offering them (what value does it offer to them)?

Obviously, newspapers reach the masses. Are you looking for a mass audience?

If not, specialize. Pick the print YOUR customers and prospects read. Offer THEM a social/web item of value.

If you're trying to reach the masses you still need to offer them a website or social networking item of value or they won't 'stick' once they've visited. Good luck!

posted January 25, 2009

As a part of natural behavior, consumers will continue to consume print media. However, print media lacks personalization, which mobile medium can offer. Print media can be used to talk about the personalization aspect of the online campaigns. Also, gazing at the crystal ball, paper will be replaced by digital sheets and convergence will happen eventually.

posted January 26, 2009

Many businesses are trying to do what you suggest. But many are failing. The reason is a lack of thinking as to how people behave.

For instance, someone runs and advert in a newspaper about a product or service with a link to the web site in the ad. Some people go to that web page having been prompted by the printed advert - but then go no further and take no action. Why?

Because the adverts usually only direct people to a home page. What people actually expect is to immediately see the product that was advertised. If they don't they give up.

So each advert needs a specific URL. But the problem then becomes the fact that people won't type in complex or long URLs - or remember them if they have thrown the newspaper away.

That means every advert needs a highly specific, short, easy to remember domain name that points the reader direct to the relevant material, using redirects.

For example, say you have a newspaper advert for some bottled mineral water. Traditionally the advert would simply have something like "www.bottledwatercompany.com". But that would usually go to a home page, so it is no good.

If the advert runs "www.bottledwatercompany.com/promotions/2009/January/specialflavours.htm" people wouldn't type it in - even if it was the page they really needed to go to.

However, if the advert has "www.greatwaterflavours.com" which is then redirected to the long URL (above) everyone is happy - the reader because they are exactly where they want to be and the company because people are more likely to buy because they are on the right page and don't have to search.

Merely listing the company's main web site in an advert is as good as not having it there in the first place. People need to get to specifics - other wise they desert you.

posted January 30, 2009

Hi Rupesh,

Some great answers here but too put it very simply integrated campaigns will work when you combine the best of all worlds.

Advertise on traditional media, use technology to measure and engage with the results of your advertising/outreach programme.

> Advertise a new product/service through traditional media (Print, radio, TV, Outdoor).This generates volumes
> Provide the experience through interactive tours/demos online video, flash
> Provide instant response mechanisms online/email/SMS
> Engage and inform through email campaigns, social media, mobile etc.

Hope this helps!

Regards,
Yash

posted January 30, 2009