I always recommend to my clients that when running my Ultimate Chiropractic Ads, clients compare the results of freestanding inserts to running in the newspaper as a space ad. Always compare the prices of these options, especially if a space ad is going to be above $1,500 or $2,000.
Running inserts in a large city paper is a good thing when looking at your overall marketing plan. It can give you a lot of options and multiple places to put your ad.
This will give you many options, for example…
You could run a half-page ad in the local paper, and then inserts in the big city paper for your area. This allows you to run basically two different ads in the same exact area in two different papers.
But I don’t recommend you do this if you’re just getting started. It’s an advanced strategy for later, once you have started to test these different ads and see which ones are going to work the best for your area.
Typically inserts will be a little bit more expensive than running a half-page, a full-page, or a quarter-page ad, but many times inserts will produce better results.
Why would inserts bring in a better ROI in most cases?
- People can hang on to it longer, putting it on the refrigerator for example,
- The insert’s easier to handle and read
- Inserts fall out of the paper, so prospects are more likely to notice it
- It is a different color than the “grey” newspaper
- Inserts are a different size
- Inserts stand out from the rest of the paper
- You can just run ads to certain zip codes in your area, instead of far out communities who’d never drive to your practice
When using inserts, you have two different fees: a printing fee and an insertion fee. The insertion fee is where someone actually is putting an insert into each of the newspapers.
In my experience, the insert fee usually the bigger expense. For most papers it’s better to have the newspaper print the inserts, as opposed to taking them to your own printer. You will have to shop around with your local printers and compare prices to determine which route is best for you. But I would shop around and at least find out.
I recommend you print them on white paper… not Goldenrod.
For years marketers told chiropractors to use goldenrod colored paper. So everyone did exactly that. But one of the rules of marketing is to look different, to stand out, from your competition.
So you want your ad to look different than all the other ads in the paper. Plus white is less expensive! A nice shiny white will do fine (unless someone else is running advertorial ads on white paper, then by all means use goldenrod or some other strange color.)
Always start with a black and white ad. And only run a color ad if the price is the same. Your ad rep may tell you that they can get a nice, pretty color ad for cheaper than B&W.
When you run the ad you may get a little bit more attention simply because it is color. The key word is “little”, because no matter what the ad rep says, it’s not a huge difference.
Many newspapers will not run color unless you’re in certain sections, like the front or the back, or in the middle pages that they have set up just for that. But if they will do color and they insist that you try a color ad, then tell them that you’d be glad to try it for the same price. Tell the rep you’re “not willing to risk the extra price of color when you’re not sure if it’s really going to help.”