Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 8010 - January 2017 Woodall’s Campground Management SMART OPERATIONS Peter Pelland Print Marketing is Alive, But You Need to Know How Best to Use It ThisbeingtheannualDirectoryIssue of Woodall’s Campground Manage- ment, I thought that it would be a good opportunity to share some of the key points from one of my marketing semi- nars at the recent National Association of RV Parks and Campgrounds (ARVC) Outdoor Hospitality Conference and Expo. In that seminar, I suggested that print marketing is very much alive and wellinthesedayswhenmosteverybody obsesses over the impact of the Internet and its social media components. I also suggestedthatthereareguidelinestobe followed that will help you to maximize the impact of your investment. First, target your marketing. A shot- gun approach rarely works. For the same reason that it would make little sense to run an advertisement for a campground in Michigan in the Florida pages of a national directory, it makes total sense to embrace the opportunity to advertise in your own state associa- tion’s directory. My next point was to never waste money on ad space that is too small to be effective. Size matters. An ad that is lost in the clutter generates little if any recall. Beyond size, a clean design that makes effective use of what is broadly referred to as “white space” will stand out on the printed page. That clean design will almost always be produced by an independent professional design firm that is working for you — not the publication — and that understands your marketing objectives and how to ensure that your ad is part of your business’s overall branding strategy. Your print advertising should reinforce, and be reinforced by, your collateral advertising, website, social media content, signage and branded merchandise. When it comes to graph- ics,colors,fonts,headlinesandtaglines, consistency is mission critical, and “close enough” represents nothing more than a missed opportunity. Because you never want to settle for close enough, always see a proof prior to publication. If necessary, never hesi- tate to ask for a second or third proof. On the other hand, if you have been shown a third proof that you still feel is off-target, it is time to decide what is going wrong. Is the design firm a mismatch with your company, or are you attempting to micromanage to the degree that you are interfering with the creative process? Always try to evaluate the marketing message from the perspective of a prospective customer. Trust your designer to understand the “nuts and bolts” of ad production. We have all seen do-it-yourself adver- tisements with low-resolution graphics and text that is almost unreadable on the printed page. Your designer will choosetherightcolorspace,resolution, fonts and file formats that will make your business look its best. AFewSecretstoLoweringYourCost and Maximizing the Impact of Your Directory Advertising • A professional design firm may qualify for a 15% agency discount, essentially negating the cost of its serv- ices. In a smaller publication with light distribution numbers, however, do not be surprised if your ad production costs equal or exceed the cost of the ad space itself. • Ask for discounts. Most publishers offer early payment discounts.You may also obtain discounts if you are placing more than one ad in a publication, if you are bundling your ad with other mediaorifyouholdoutfora“remnant” — unsold advertising space just prior to a publishing deadline. • Insist on color, but never pay a premium for it. Most publications these days are printed in four-color process. Be aware that it does not cost a pub- lisher a penny more to run your ad in full color than it does to run that same ad in black and white. The key is to negotiate. • Keep your eye on auctions. Most campground state associations have fund-raising auctions that are incorpo- ratedintotheirannualmeetingsorcon- ventions. These auctions often present opportunities to purchase ad space at deep discounts, especially if there are not several parks bidding up the price. •Askforpreferredadplacement.This generally means a right-hand page in the front portion of the publication, with your ad adjacent to editorial copy. You never want your ad to appear on a page (or a two-page spread) that is pop- ulated by nothing but advertising. Those are what I like to call“page-turn- ers” because nobody spends time lin- gering on those pages. Again, negotiate premium ad space at no charge, using your leverage as either a new advertiser or a loyal advertiser. Never agree to “ROP” ad space. This stands for “run of publication” and means that you will have zero control over where your ad appears. • Proofreading requires more than one set of eyes. We rarely see our own errors or omissions. Always get another set of eyes, but explain your objective. When you are asking somebody to proofread, you are asking them to look for typos or other blatant errors.You are not asking them to critique the ad concept or design at this stage of pro- duction. If you want design input, ask for that earlier on in the process, never forgetting the old idiom that“too many cooks spoil the broth.”Trust the profes- sionals that you hire, taking the opin- ions of relatives and employees under advisement. Ultimately, remember that once you have signed off on a final proof, a publisher is beyond liability. • Always include a compelling call to action. Be sure to include your tele- phone number and website address, but present them in a manner that encourages people to proceed to that Smart Operations – continued on page 80