Paul is the owner of DJH Advertising and Catalogues. He has nearly 40 years of award-winning experience helping mail order brands (both startups and established distance selling power houses!) drive sales with catalogues and off-the-page advertising.
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Getting Started
DJH Advertising first opened in 1985 in Brighton, with its office located near the Royal Pavilion.
It also happened to be near the American Express office, which then became their first off-the-page client.
What Is Off-The-Page Advertising?
Off-the-page advertising refers to ads placed in the papers and magazines.
It aims to generate sales, attract new customers, build a brand’s customer database, and drive website traffic.
Paul says it’s a myth that off the page advertising is done only on weekends. You can do it any day of the week, and the response you get will depend on how good your ad is.
Target Market
Paul mentions that with off-the-page advertising, they are targeting those who are above sixty or seventy.
This isn’t to say that brands targeting a younger demographic should not get into off-the-page advertising. If your product can be used by older people, go ahead and try it because it’s worth testing and it’s inexpensive.
Working with an Agency
To get into off-the-page advertising, you have to go and book through an agency.
Right now, Paul says their clients are already doubling their off-the-page budgets because it’s working at the moment and it’s massively profitable.
Optimising Your Off The Page Ads
First, clearly state what the product is. Second, you have to have an offer because that’s the come on for the consumer to buy. Third, get your ad copy right. And finally, make sure the response is clear.
Paul’s other tip is when you do coupons, try and fill it out yourself to know if it’s easy to understand.
Insider Tips
If we’ve inspired someone to take their first step with offline marketing – what do they need to know to give themselves the best chance of success?
Paul’s tip is read the newspaper and get a feel for it.
You’ll see brands advertising there on a regular basis and that’s because they know it’s working.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve offline marketing performance?
Optimise your offers.
Presenting it as a twofer, Paul says, is a tested and proven way of giving offers.
If someone listening wants to learn more about offline marketing is there one cheap/free resource you’d recommend?
Paul recommends two resources for you to check out:
Newsworks is the marketing body for the UK’s national news publishers, while the PPA does the same job for magazines.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in offline marketing?
Off the page advertising is going to be around until retail comes back, so it’s a good time to try it out.
One threat facing this industry is the rising cost of paper. This also makes off the page advertising a great opportunity to get into right now because newspapers want you to do business with them.
Interview Links
Paul on Social media:
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