In an advertising agency, if the marketing executives can’t identify the audience to whom the ad or the brochure should be directed the creative folks would never be able to entice the targeted prospects to read the information, regardless of their talents and skills. Even identification of the basic demographics — age, gender and profession — will be a huge step closer to insuring that the ad or the brochure attracts the attention of those you want to reach.
With all the high-end condominiums and single-family homes on the market in this area, attracting the most qualified prospects is becoming more of a challenge. Here are some things to consider when planning your advertising materials:
Message
In general, typical prospects for this segment of the real estate market will be a married couple, 40-55 years of age, with both usually employed as upper-level executives, professionals or entrepreneurs. As you prepare your message, try to picture these people in your mind and write to them accordingly.
One thing the research has provided us about these high-energy buyers is that they are far too busy to read a lot of copy. So, get to the point quickly and don’t overuse the adjectives. You don’t want to bore them with a lot of unnecessary information.
Image
Your ad or brochure should have a unique and vibrant look, and in the case of the brochure it should also have a classic feel. It’s clear that the texture and feel of the paper you choose for a project can reinforce or undermine your message in ways that go beyond logic.
Type
Whether it’s an ad or a printed piece, some fonts just have an upscale look. Talk with your designer or printer at length about this topic and study various samples. Some fonts that are both beautiful and distinctive won’t print well on certain papers or with some reproduction methods. Type fonts, paper and printing are a package deal.
With that said, experiment with elegant or decorative fonts for headlines. These will set the tone of your message and pull the reader into the text. In the body copy, use line spacing or leading (the white space between each line of type) liberally to make it more readable.
Paper
Weight tends to send a subtle message of “rich,” so try to allow enough in your budget for heavier papers. At the most basic level, the smooth finishes of coated papers lend themselves to projects that require high-resolution printing, particularly of color photographs, and that spell “slick.” Think of the sleek gloss of an annual report, used when companies are attempting to impress their stockholders with the amount of profit they’ve made for the owners.
Beyond the basics though, the choice of paper ultimately comes down to aesthetic vision and the tactile impression you want to convey. Close your eyes when choosing paper, rubbing the sample sheet between your forefinger and thumb. Does it have a tremendously interesting feel to it? Is there a luxurious feeling? Does it say wealth, security and good investment potential?
Bells & Whistles
Within the confines of good taste, add some impact to your printed materials. Embossments, foil-stamping, metallic inks and a vellum overlay sheet are a few to consider. Don’t overdo it, however, or your budget will go up in smoke and your audience will be unimpressed as well.