Here at Paper People we've recently taken up some advertising initiatives. For many years Jenn was running the business all on her own and spread thin but now that our team is growing we're recognizing the importance that advertising can play in the success of a business.
The launch of the online shop was what prompted things but we're now realizing that in addition to consumers, we can also increase our awareness with retail buyers and media.
Our first initiative included a series of facebook ads aimed at targeting various geographic areas to grow our facebook following. Since we're already carried at stores across Canada, we were hoping to grow our brand recognition in the US, so we targeted various areas in the states.
Facebook ads are great because you can choose your daily budget as well as the location, interests and various other details of the target audience.
Determining what type of photos to use was also a challenge. A lot of our beautiful look book photos look clean at a height of 600 pixels, but facebook ads are a modest 72 pixels high. We found that creating a cut out with a plain white background made for a much clearer ad. Check out the difference:
After having some success with the US ads and analyzing our facebook following, we realized that a lot of loyal Canadian customers were not following us, so we decided to take out some ads in different Canadian provinces to remind them! Check out some of our other ads:
After having some fun with facebook ads, we decided to move onto one of our favourite magazines, BUST!
BUST is one of our favourite go-to magazines for crafts, indie fashion labels, music, culture and current events. We also love their support of female entrepreneurs! Pick up a copy today, to see our ad in real life or visit the BUSTshop online.
Here is a closer look at our ad:
Our model is wearing the popular Alexandra dress. Visit one of our stockists across Canada!