December 2006 Vol. 11 Issue 4

Keep shameless advertising from being shameful
Q&A with Steve Cain


You work hard to prepare seminars or display booths for meetings or conventions, but how do you promote it? There are several ways (which I’ll address in future issues), but let’s focus this month on using an advertisement.
 
Question: We have an opportunity for a free, three-inch by five-inch advertisement to promote our conference display booth. Can you give us some ideas on how to put together an ad like this?
 
Answer: Actually, there are several good ways to advertise your seminar in addition to designing and placing an advertisement. But because you have a free ad and you’re asking, we will focus on what makes a good ad on little or no budget.
 
For many reasons, including space, money, your “advertising skills,” and the fact that this is a small display ad, remember to keep it simple. Your ad should:

  • Provide mobilizing information. Encourage readers to visit your booth (provide the booth number when possible) or call your office for more information. Focus on one main point, such as “Learn how to save extra money.”
  • Appeal to the heart, head, or pocket book. In other words, give readers a reason to care.
  • Brand Purdue Extension. You want your readers to know that Purdue Extension is behind this effort, so make sure Purdue Extension’s name is in the ad. Consider including the Knowledge to Go logo and a phone number.
  • Be concise. For a very small ad, your message should be about eight words or less (with an emphasis on less). Keep contact information to a dozen words or less. The fewer words, the better.
  • Use strong words. Since you’re keeping words to a minimum, you need to pay extra attention to using powerful words that call up images for people. Use verbs and the active voice.
  • Contain a way to test it. You want to be able to gauge the ad’s effectiveness, so think about adding a phrase like “Mention this ad for a free publication about saving money.” If a lot of people mention the ad, chances are that it was effective.

When it comes to placing the ad, make sure you:

  • Find out where it will be placed. If you’re receiving a free ad, the paper will tell you where it will be placed. That way, you can check it out to see how it works.
  • Let the newspaper help you design the ad if that’s part of the deal. They may provide professional visuals and layout.
  • Ask for a proof of the ad so you can share it with several people to look for mistakes or omissions.
  • Use color (when possible) on the “main point” and Purdue Extension brand. I have been involved in studies that show that people retain more information that is in color.

Of course, once the ad is in the paper, keep your expectations realistic. Don’t expect people to travel in hordes to your booth. It takes several times and some specific circumstances before people are motivated to action (unless you are giving away a car). Be OK with the fact that all you may get is that some people have seen the ad, made note of Purdue Extension, and moved on.

In future issues I’ll talk about other ways to promote your booth that are more like a campaign. Stick to these rules and your shameless advertising won’t be shameful.

Steve Cain, cain@purdue.edu

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