The question of where to spend your advertising dollars is always a hard one. If you are in the hospitality business and are wondering if hospitality magazines are a thing of the past, and electronic media is the only effective advertising available, you might want to consider this:
Readers buy a particular magazine because it addresses issues that they are particularly interested in and offers products and services that are tailored to their needs. They are therefore more receptive to the ads and will pay attention to them.
The hospitality magazine scene has publications ranging from food services to the cafe and coffee culture magazines, adventure and travel magazines, leisure and culinary art, and many more. When advertising in one of those magazines, you know you are reaching your target crowd. Every single person reading that magazine will have some interest in the hospitality industry.
Advertising in hospitality magazines has proven to be cost effective, because magazines know their readers and vice versa. If you know your targeted audience, you can capture them again and again through an ad in their favorite magazine. Magazines are not like the daily paper, which gets one glance and ends up in the recycling bin the next day. Magazines sit on the table for weeks, sometimes months, and get passed on to friends, neighbors and family.
One of the most effective ways to advertise your accommodation place or restaurant is in travel and tourist magazines that target a particular locality. When a magazine dedicates a section of their issue to your local area, take this great opportunity to promote your business. All the background promotion work is already done for you – the hospitality magazine articles will highlight all the attractions of your area and draw your customers, who will be looking for a place to stay and somewhere to eat – your ad will reach its target audience immediately.
The same applies to any issue or theme that a magazine will feature which is relevant to the product or service that you offer. If, for example you specialize in serving gourmet coffee, and the magazine has an article on coffee or the coffee culture, placing an advertisement for your business on those pages is one of the most effective ways to promote your business and put it on the front line. You have a captured audience – they are reading the article and are already attracted to your product, all you need to do is provide them with the details and convince them that you offer just what they are looking for.
When designing the ad, make sure your business name and the service you provide stand out in clear, bright letters. Mention at least one item or quality that makes you stand out from the rest – you have to convince your prospective customers that you are better than the competition! If you include a picture or photo, choose one that will attract attention and instantly create a positive association with your organization. And make sure your contact details are clear -a free phone number will increase the number of enquiries; in fact, anything with the word ‘free’ has been shown to draw instant attention.
Remember, if you want to reach a targeted audience, take advantage of the specialty hospitality magazines. The readers – and your potential customers – spend more time reading the articles and more time reading the ads because they are more relevant to them.
Leith James has been a chef for over fifteen years and knows the secrets of effective business management with a book titled “The Secret ingredient to finding hospitality staff”. His vision is to improve hospitality quality and educate employers on effective hiring techniques through personality assessments. Read more articles like Hospitality Magazines or Get instant Access for the Free hospitality mini course at http://www.hospitality1.net/