How do geospatial print advertisers want us to contact vendors?
Like most everyone else in the geosptail industry I suspect, I'm recieving fewer and fewer print magazines in the mail. I get two GIS magazines from overseas and three U.S.-based surveying ones. I was reading one of the surveying ones and looking carefully at the advertisements. What interested me was how the organizations invited readers to repond to the advertisment - website, phone, etc.
Here's what I found in the 20 full page ads from 17 different organizations:
two URLs - one for manufacturer and one for resellers, phone, QR code
INTERGEO booth number, URL, e-mail, chiclets for Facebook, Flickr, Google+, LinkedIn, Twitter and YouTube
full street address, local and toll free phone number
URL and phone number
URL in rather small type
URL, phone w/ extension, QR code
toll free number, two URLs, one for manufacturer other for "marketplace" (not sure what that is)
URL under map with three countries highlighted (not sure the significance of those countries)
INTERGEO booth, full street address, phone, fax, e-mail, URL
URL (twice - once at very top and once at very bottom of page)
eight page insert - names company twice, includes URL once
URL, full address, toll free number (on each of three pages)
INTERGEO booth, CaGIS/ASPRS booth, URL
Toughts and Observations
Only one ad included a fax number. The company is in Europe.
I was surprised to see even two QR codes. I'm still not sure how much these are used when reading a magazine. Have you even scanned a QR code from an industry magazine?
I'm not sure of the value of including non-clickable cliclets for Facebook, etc. I suppose it states: we are on Facebook, Twitter, etc., but would it not be better to include the URLs for those instead? I did visit the website and it does include the chicklets with links. The only challenge? They are small and gray (no Twitter blue or YouTube red) and way at the bottom of the homepage. They are virtually invisible.
While I think it's very vaulable to share that the ocmpany will be at a tradeshow, I can't say I've ever noting a booth number from an ad. That said, I've never been to Intergeo, which is far larger than any U.S. geospatial show.
A large number of these ads did not make the "contact" information easy to find. URLs were typically in small print with no call to action such as "Visit our website today" or the like.
It's interesting that a few organizations include a full street address. I suppose if you are local and it's the sort of business that sells direct, this is valuable. But since the publication is national, it's suprising they are included at all.
The single piece of advice I'd offer anyone putting together print ads today? Be sure your contact information (no matter URL, phone, e-mail, etc.) is in a good size font and clearly visible!