Ad­ver­tis­ing the key

Western Suburbs Weekly - - From The Archives -

Tyler Formica was still at high school when this Tril­ogy, Clare­mont ad ap­peared in the Western Sub­urbs Weekly in 2004. He talks to Denise S. Cahill about how ad­ver­tis­ing has changed since he joined the busi­ness 10 years ago. TRIL­OGY co-owner Tyler Formica says he is a “strong be­liever in Com­mu­nity News” for ad­ver­tis­ing be­cause clients re­spond well to lo­cal pa­per ads.

“The feed­back we get from clients is they like see­ing us ad­ver­tis­ing there; there’s quite a fol­low­ing around the lo­cal news,” Mr Formica said.

The ap­pear­ance of the ads has changed be­tween 2004 and 2017.

“We have moved away from im­agery and we’re re­ally fo­cused on get­ting the pur­pose of the ad across via text,” Mr Formica said.

“One or two im­ages are cer­tainly ef­fec­tive but some of our ads from the past had four or five.

“We’ve just changed de­sign­ers and it’s been fan­tas­tic; we’ve had the brand re­fresh­ment too.”

Mr Formica said while the look of the ads was dif­fer­ent, the book­ing process had not changed.

“It’s the same book­ing process – we book 12 months in ad­vance on a sched­ule – but we’ve had to be­come very ag­ile to mar­ket con­di­tions, so if some­thing needs to hap­pen or we get a new range, it’s easy for us to ar­range,” he said.

Ex­am­ples of Tril­ogy ad­ver­tise­ments: old (top) and new.

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