flexiblefullpage - default
interstitial1 - interstitial
Currently Reading

Making Print Advertising Work

billboard -

Making Print Advertising Work

With the right customer base, newspaper ads still bring in leads 

By By Almena Faux March 8, 2017
This article first appeared in the March 2017 issue of Pro Remodeler.

See Almena Faux give a talk on this topic at Professional Remodeler's Extreme Lead Gen Conference.

Our customers tend to be a bit older. This is because we sell higher-end products, and often younger people can’t afford them. Because of our customer demographic, print advertising is a huge lead generator for us. 

In 2016, I would estimate that we had 6,800 leads from print, and by “leads” I mean actual appointments set. The web gave us about 8,000. 

But there are a number of things you have to do to get print to work for you. For starters, although it may sound obvious, you must determine who your customers are and which publications they read. For example, our men love to play golf, while our women list decorating as their No. 1 hobby. They are affluent and educated. Our clients are in their 60s and, in the bath division, they are 70-plus. Many are starting to have mobility issues and want to update their tubs, so that’s a growing segment for us.  

Our clients like staying updated on the news and they read the paper. We’ve had a lot of success with newspaper advertising and have found that where the ad is placed really matters. I have a larger color ad, which I put up front. I use a unique phone number and hold the newspaper accountable for results. I look at the numbers daily, and if they’re not in the right range, I call the paper. For example, at one time we had ads running in the obituary section, but it wasn’t working, so we made a change. 

Currently, we have ads in the local edition of USA Today. It’s an insert in our local paper and it’s working well for us. Newspaper publishers are in a tough spot right now and will negotiate with you. If they say no to what you think is a fair offer, be willing to walk away. I make the case to the paper that we’re a large company in the area and other business owners will see that we’re advertising, which will help the paper. 


Add new comment

Plain text

  • No HTML tags allowed.
  • Web page addresses and email addresses turn into links automatically.
  • Lines and paragraphs break automatically.

Related Stories

4 Things for Remodelers to Understand About Google Analytics 4

The new era of Google Analytics is here, and it's set to help you make better marketing decisions through in-depth metrics

The Empty Chair: Customer Experience Will Differentiate Your Business

With all signs pointing to a softer market, how can remodelers remain strong and different from the rest? Pro Remodeler's Director of Content Erika Mosse shares real examples.

Marketing Minute: How to Overcome a Drop in Demand

Director of Home Improvement Drew Barto shares tips on how to survive and thrive in periods of lower demand for your products or services

Do You Have a Healthy Marketing Mindset?

Use your marketing calories wisely and form healthy habits today to keep your business in shape

Marketing Minute: Tips for Making Better Videos

Director of Home Improvement Drew Barto offers insight on the importance of video and highlights an app contractors and remodelers should download today

How to Create Better Marketing Videos

This app will give home improvement companies more confidence to record videos for social media and websites

Are Your Text Messages Getting You Into Trouble?

Find out what happened when a contractor sent two advertising texts to the wrong homeowner

Are You a Farmer or a Hunter?

Industry advisor Mark Richardson says that over the last year, there’s been a major shift in the remodeling business from a farming mentality to a hunting skill set

5 Client Red Flags to Watch

Using these guidelines in the first meeting can save a lot of time and energy down the road

Going Digital to Market Your Business

Is your business equipped to market to the digital generation?

boombox1 -
boombox2 -
native1 -

More in Category

native2 -
halfpage1 -
leaderboard1 -