1) People will be eager to relax and spend time on the beach after a lock down year. Latest for summer it is foreseeable that tourists are coming back. And most of them have money (last year you could hardly spend your money).
2) People like grabbing a glossy magazine in their holidays and flick through. We see it every time we distribute magazines on the Golf Clubs, Beach Clubs, Restaurants… people literally take them form us before we can put them in the magazine rack.
3) According to the latest neuroscientific results, people remember better things that they have touched like magazine pages (https://www.revistasari.es/la-neurociencia-del-tacto/) and also tend to emotionally connect with what they touch which supports the brand awareness.
4) The latest studies also confirm that companies who allocate 5% of their marketing budget to print have an average improvement in ROI of 90 % and also that campaigns that use magazines deliver 161 % improvement in customer acquisition (https://www.twosides.info/wp-content/uploads/2021/01/ThePage_ISSUE15.pdf)
5) A magazine gets the full attention of the reader and if the content appeals, they take the magazine and store it for reference (hence: contacting advertisers)
And 5 things what to be aware of when advertising in magazines on the Costa del Sol
1) First of all, you have to decide between general interest magazines and special interest magazines. Depending on your sector, one or the other makes more sense. If your product is very specific and your potential customers limited, we suggest you go for special interest magazines.
2) Think if you want to push your brand or a sell a specific product. If you want to push your brand maybe you take a PR article together with an image ad and if you want to sell a product, adapt your ad accordingly.
3) Think of the time of the year when you want to run your campaign. The coast attracts different types of tourist depending on the season. Golfers come from September till May; Sun-Lovers come from June till September…
4) Make a research on the publications and their background! We can’t repeat this often enough. During our 13 years of existence as a company and publisher, we have seen so many “Brand-New-Game-Changing” titles that promise their advertisers 100 of thousands of printed copies plus millions of online views and some even promised thousands of copies sold in Norway, Dubai, Russia… and all for small money for a full-page ad. IT DOES NOT HAPPEN. Sorry, but if it sounds too good to be true, it isn’t going to happen. The serious magazines here on the coast charge a fair amount of money. We pay our taxes here and deliver excellent quality.
5) Think long term. Creating and maintaining a successful company requires marathon qualities and not a sprint. Although a magazine ad can help you push a certain product, to get long term benefits and establish you company on the coast, we recommend advertising your company and brand consistently. It pays off!
For all construction companies, developers, real estates and related businesses like lawyer, decoration, interiorism, furniture, gardeners… we strongly recommend considering Ideal Home – the Leading Real Estate Magazine on the Costa del Sol
