Selecting the cadence of your print marketing is a huge part of how successful your advertising efforts are. Print marketing enhance your business, but the key is choosing the right advertising frequency for your company's needs and overarching goals. In this blog, we’ll help you select the best ad frequency for print marketing to ensure you get the most open rates and highest quality results.
Weekly print marketing is a great option that balances higher send frequency with the needs of consumers. Industries with a changing inventory often take advantage of this option (grocery stores, retail, etc.). Whether you want to send out weekly ad circulars,, inserts or anything else, this cadence balances weekly promotional needs while ensuring that your business stays top of mind.
For those hoping for more budget-friendly, high-impact advertising, monthly print marketing is a great way to benefit from the advantages of tangible advertisements without spending too much. For companies who have never tried shared direct marketing, monthly publications are a great way to discover their efficacy.
Once-a-month ads offer a more affordable way for businesses to get their name out and spread brand awareness without paying exorbitant prices for sending materials daily or weekly. These high-impact ads are great for a host of local retailers and service providers, including restaurants, grocery stores, dentists, doctors, clothing stores, real estate, trades and so much more. Monthly print ads are a great way for new businesses to start advertising or for more rooted businesses to stand out from the competition.
Choosing between a weekly and monthly frequency for your print marketing publication depends on your unique business goals and the ability of your business. There are a few things to keep in mind when making this decision:
How much you’re willing and able to spend on print marketing advertising is a huge decision maker in whether you would like to utilize weekly or monthly ads. If you have a larger budget, weekly might work for you. If you don’t have a lot of budget to utilize or you want to focus on high-impact marketing, monthly publications are ideal.
Another determinant of which print marketing advertising cadence works best for your business is how often your inventory or service changes. Businesses like grocery stores and retail stores will likely want to utilize the assortment of options at their location for a weekly ad, but they may find better results with a monthly marketing frequency due to the larger audience. Stores hoping to encourage new customers with coupons and other savings might benefit from either weekly or monthly marketing publications.
For products and services in highly competitive environments, utilizing weekly ads is a good option. Otherwise, a monthly cadence is great for those companies that hope to sample the benefits of print marketing, being completely immersed from the get-go.
Another way to decide what frequency of print marketing works best for your business is to consider the status of your business. Is your company new to the area? Is it well established? Do you have a high number of competitors? These are all questions to consider when deciding the frequency of your ad publications.
If you’re a new business or have a ton of competition, it’s generally a good idea to opt for more frequent print marketing publications to be sent out. However, many find that the monthly cadence is great for lower starting budgets and offers high-impact results. If you’re a more well-established business with a good amount of business as is, or you have fewer competitors, you can pull back a little and opt for less frequent, high-impact monthly publications.
Overall, choosing the right frequency for your business comes down to your budget and long-term goals, but understanding which media works best is also crucial.
The industry standard isn't the end all be all. While newspapers are fine for daily or weekly advertising, many companies find that the audience can’t help them reach critical mass.. Oftentimes, the monthly marketing publications and shared direct mail offers the better option due to the larger audience, and near 100% household penetration..
For most companies, determining the right frequency for print marketing isn't about whether it should occur weekly or even monthly though. It's about when you have the budget to invest in print marketing and the ability publications have. The best option for your business is simply getting brand awareness out there in whatever way you can. It's not about frequency. It's about doing the ad in the first place. Whether that means monthly marketing on a routine cadence or simply placing an ad whenever you can, that's what will help you get the best results.
Related Blog: Budget-Friendly Print Marketing Techniques
After learning how to select the best ad frequency for print marketing, you might be ready to get started with a trusted printing business. Finding a partner to design, print and deliver your print marketing ads doesn’t have to be a process. Our experienced team at Signature Graphics has years of experience designing, printing, packaging and delivering a variety of print publications. Regardless of your print marketing needs, we'll help you find a source. Ready to explore our services?