The On-Target™ Ad Campaign Program

Newspaper and other print publishers may now provide their advertisers with a distinct opportunity to improve the response and conversion rates of their print ad campaigns.  The Direct Marketing Association has found that over 40% of people would prefer to respond to an ad by going online.  Simply providing them with a website address is not good enough – people get sidetracked or even forget what they were responding to, leading to a lower response rate.  Even worse, the direct marketing response is not measureable – there’s no way to determine the response rate and ROI for a single advertisement.

INKspout has a better way.  We will provide your advertisers with a 2-3 page On-Target™ website and URL for use with your print ads.  The On-Target website will have a welcome message, optional survey, optional registration form, and thank you page with links to your website.   Provided in partnership with INKspout, a marketing service automation company, your advertisers' print ad campaigns may now be quickly and easily extended online simply by including the On-Target URL within your ad so that the theme may be carried forward into an online customized marketing response channel.  Calls to action, such as “Register here” or “Download Savings Coupon” may now be easily implemented by adding the On-Target URL to the ad. 

When would an advertiser use an On-Target Ad Campaign?

An On-Target™ Ad Campaign is your opportunity to easily kick start an ad campaign that may have any one of a number of objectives, including:

• registering people for a major promotion, drawing, or event
• providing people with a downloadable coupon
• surveying the community on a particular issue or subject
• obtaining email ids of people who would like to receive a regular newsletter
• generating qualified leads that can be responded to within seconds
• soliciting new members and/or donations for a non-profit

What does an On-Target Ad Campaign do for your Advertisers?

You will find that your advertisers be able to generate a higher response rate with higher quality responses at a minimal cost.  Each response provides the advertiser with valuable information which will refresh and update their customer and prospect database.  Every campaign is now measurable so that advertisers may compare response rates, conversion rates, and ROI for each campaign over time.

On-Target Ad Campaigns are completely automated.  Salespeople, for instance, are notified of someone’s response without any additional time to administer or manage.  Simply put, you are just taking your existing campaigns and making them more On-Target!

What are some examples of a On-Target Ad Program?

Auto dealer promotion registration

Public television new member signup

Newsletter registration

Non-profit survey and fundraising campaign

What about our Creative Strategy? 

Most of your advertiser current ads have a theme and will typically position your product/service a certain way, strengthen the image of a product/service in consumers’ minds, or differentiate your product/service.  This does not change at all.  However, if the ad is designed with a call to action, the designer may want to consider simply adding and perhaps prioritizing an On-Target Ad Campaign URL so that you direct responses to this marketing response channel.

Features of the On-Target™ Ad Campaign Program include:

• Set marketing triggers to flag important responder preferences.
• Profile responders based on their preferences and obtain key qualifying information.
• Segment responders and provide them with a more personalized, relevant online experience.
• Activate responders to begin a self-serve transaction, request dialogue with a company representative, or request further information.
• Generate powerful reports, gaining immediate insight into the effectiveness of your campaign.
• Track results by individual responder, visitor profile, or any other criteria.
• Route leads to the appropriate representatives via multiple communications platforms, including CRM, email, cell phone and pager.
• Launch follow-up activities or an entirely new campaign.

• Generate revenue from more successful cross media campaigns
  
• Increase response and conversion rates
• Lower cost to generate qualified leads
• Extend best practices by duplicating successful cross media marketing campaigns
  
• Measure Campaign ROI
  
• Improve service levels offered to customers by providing a personalized environment 

An On-Target URL generated through this program costs $1,000 for two months of use on as many print ads or other media types as you wish.  Each month thereafter is $300.  If the URL goes inactive and you wish to reuse it in the future, the cost is $75 per month that it is inactive.  If you do reuse the URL and the campaign in the future, the cost will be $300/month and $75/hour for any campaign changes.

What does this include? 

Lots.  All an advertiser has to do is identify the objective of the campaign, complete a short questionnaire, and INKspout will do the rest.   They will be provided with a couple of options from which to choose – whether to include a survey page, personal information capture page, and/or a thank you page.  Links to your website are included, in addition to a confirmation email (html or text) that goes to the visitor.  Another email is sent to your designated salesperson, who may also download all leads in a spreadsheet.  You’ll also receive a campaign dashboard so that you may compare your campaign response rates, conversion rates and ROI.

Best of all, INKspout treats each On-Target Ad Campaign as a project and will design and implement the On-Target Ad Campaign within a matter of days.  Your On-Target Ad Campaign will be completely documented using a Campaign Brief and Copy Deck for better management and for your future reference.

How do I get started?

Call or email Marc Armstrong at 406.544.4109 or marmstrong@inkspout.com.