ADVERTISING SUCCESS STORIES

Britt shared three local businesses’ stories of how well their ads attracted new customers, although the ads of two of these businesses worked so well, they had to suspend them temporarily. A lawn treatment company in Indianapolis started advertising five years ago in two of the magazines as a test. Just two months later, they wanted to place ads in all the Indianapolis magazines, and for the entire year, because the owner said he had never experienced such a response. He then called during June and had to stop all his advertising; he was totally booked and couldn’t accept any more customer jobs. The owner said he would be buying more trucks and hiring more people, so he could resume advertising in the TPN magazines the next year. Britt related a similar story that occurred during December. A home contracting business had to pull his January and February 2021 ads because he was booked through March after only three months of advertising. “Obviously, we don’t want to lose the ad revenues from these local businesses,” said Britt. “The upside, however, is much more beneficial to us and these businesses. It’s almost a guarantee they will return to advertise with us again. Many will likely share their success with TPN with other local business owners they know and generate powerful word-of-mouth advertising that is priceless.” An advertising agency, which represents larger advertisers, such as banks and hospitals, and has been a TPN client for approximately 12 years, contacted Britt during December. The woman at the agency shared the budget she had allocated for her clients in TPN publications and digital channels. He told her it would be difficult to use her entire budget without adding more markets to her buy. He quoted her a total price $200 less than her budget. The new contract was signed and returned five minutes after their conversation.