Better than a Gift Basket Part 2: Ads
So, we've talked about the advantages of searching out a positive article on a client and doing it as a beautiful plaque display for them. But, what if you can't find a print article?
Let's look at two areas you may want to consider?
1. The internet and video media.
2. Paid ads and advertorials.
The Internet and Video Media
Once it's on the internet it never dies. You can find articles on your client, boss, or friend on the internet by doing smart google searches. Be specific, google their name, city and state. Or company name, city and state. What will you find? Probably, Youtube videos, radio interviews or local tv spots. They may have an article on a local website or association they belong to. They may have written an article for an industry publication or website. Any of these can be captured and make into a beautiful one-of-a-kind wall display piece that will take them by surpise at your being concerned enough to dig around and find it in the first place.
Paid ads and Advertorials
So some reason people alway assume that the magazine will do a plaque of the ad or advertorial for them. But, it rarely happens.
What's the difference between an ad and an advertorial?
The best of the 2 is the advertorial. You can tell the difference because as first glance it just looks like a very positive article on the company or client but, if you look closer you'll find that somewhere on the article it says "Paid Advertisment". The beauty of doing an advertorial for a client is that it's sure to be positive. Why?
A. Make sure it's completely correct and a good picture because the advertising staff has to have the client sign off on everything before it's printed.
B. Why would the client have done it themselves? Because, it's a paid advertisment. I know it sounds like I'm contradicting myself, but, it's true the client just paid probably upwards of $10,000 to have an ad run 1 time in 1 publication and their just thinking of the cash out lay instead of getting extra milage out of the article by having it hanging in an entry area or conference room.
Again, why wouldn't the publication do a plaque of the ad for the customer? Frankly, I don't know why they don't. Just think about it. A company has an advertising budget that means only 'X' amount of dollars can go into each different segment of advertings which could include anything from brochures to TV ads. A smart ad executive would have the orginal ad done as a piece to hang in the offices as a reminder that when it comes to allocating the dollars for the next year's ad budget they did a great job on the print ad last year. So, you go ahead and find the ad, have it done as a gift for your client so they always have a reminder of your services hanging on the wall.