- Cherry pick the editions that suit your business
- Expand when you’re ready
- Cut back if you find one area not working for you
- Tailor your advert per area; use a local telephone number per area – makes a difference!
- Mix ad sizes per edition to stretch your budget; half pages in some areas, quarter in others
- Run a different advert across the editions; test which works best
Case Study 1: Dream Doors
Katie of Dream Doors approached us to book a half page in half the editions we did (she’s a franchise so cherry picked the postcodes she could do). After a period of time, happy with the response, she expanded her franchise and so increased her booking appropriately. One month, due to a last minute “no show” we offered her a free upgrade to a full page. The results were surprisingly; the response spiked due to the full page. As a result, although more money, it proved better value to run a full page rather than a half. An example of using the appropriate sized advertisement for your audience.
Case Study 2: Home Computer Help
Will Bellows started up his mobile computer repair business with a modest booking of an 8th page advert in five Southampton areas comfortable with 023 80 numbers: Southampton, Chandlers Ford, Totton, Locks Heath and Hedge End. Response was good and slowly but surely he expanded, extending his 8th pages to reach more people. We suggested he a) try a quarter in a few areas (without extra charge) b) add in his picture to give his advert “reader appeal” and c) use local numbers not run 023 80 in Romsey. He bought the numbers, we amended the adverts and the trial began. He’s not looked back; his business took off and he now employs a team of engineers covering the Discover patch.
Case Study 3: Adams & Co
This is an interesting one. Nick Coleman is a business agent (an estate agent for independent businesses) and as our circulation focusses on mostly residential letteroxes, would his advertising pay off? His budget got him a quarter page in all editions on the 6+ Recurring Rate which included free editorial. It has taken time, longer than he expected, for the exposure to take effect. The advertising has paid for itself easily just with the sale of businesses advertised in his quarter page but what Nick didn’t expect was the creditibility factor. Potential business vendors admitted hat his advertising in Discover sealed the deal in them signing up with Adams & Co.