Ad Services

Johnson Direct Advertising Services

Our approach is to build a brand directly. That means helping establish or enforce the brand identity while SIMULTANEOUSLY creating a lead or order by creating a sense of urgency and reason to respond...today.

We do this by creating a unifying image and using direct response tools like the web and e-mail to work with your space advertising to create both awareness and results.

Our Advertising Services include:

Print ad concept, copy and production
Illustrative and mechanical art
Photography direction
Radio and television scripting and production
Outdoor and transit concept and production
Internet promotions including banner ad and mini-site development
Post-campaign evaluation and analysis

Sample Our Work

We've placed a few samples of our space ads on display:

BlueCross BlueShield United of Wisconsin
Catholic Family Life Insurance
Industrial Wire & Cable Inc.
KHS
LDV, Inc.: Special Service Market
LDV, Inc.: Fire Market
North Shore Bank
Thrifty Car Rentals

Case Study: Revamped Space Ad Boosts Leads Sixfold for Command Vehicle Marketer

BlueCross BlueShield United of Wisconsin

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Yellow Page Advertising Generates 18.9% Application Rate For Personal Choice And 25.5% Application Rate For Value Plus!

Target Audience: Consumers that use Yellow Pages and OneBook directories.

Objective: Offer a "Free, No-obligation quote" as incentive for prospects to call BlueCross BlueShield United of Wisconsin and apply for an insurance product.

This ad was printed in both publications with a white background. This makes the ad quite unique since it was placed on pages where every other ad on the page had yellow backgrounds.

The copy is simplistic and to the point, which is good since the person looking for insurance might not spend a lot of time reviewing all the ads. They are most likely look for the information they need as soon as possible, which I think this ad does. The fonts are easy to read so that the people that over 65 don't have to strain their eyes when they look at the ad.

Catholic Family Life Insurance

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CFLI Captures Chicago Market With Newspaper Advertising, Exceeding Lead Goal by 21%!

Target Audience: Catholics parents of juveniles within the Archdiocese of Chicago.

Objective: Generate leads for term life insurance program designed for families with juveniles. The offer assures the reader that the only commitment they are making is to receive additional information about the program.

Legitimacy of the offer was the first challenge. It is hard to believe that it would only cost $25 a year for term life insurance. To address the legitimacy issue, we immediately confront the readers' doubts by letting them know that the claim is not a misprint. To penetrate the marketplace, we made the ad stand out form the rest of the publication. The use of two colors and early placement in the front of the newspaper helped get the ad noticed. From there, we used an emotional appeal and quick bursts of information to guide the reader through the ad and persuade them to call.

Industrial Electric Wire & Cable Inc.

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IEWC Maintains Competitive Presence with Trade Advertising

Target Audience: Electric engineers and suppliers who subscribe to Wiring Harness News.

Objective: Promote its all-applications message and offer a free brochure to prospects.

The 1/2 page ad positions IEWC as a player in the marketplace and a all-applications resource to suppliers nationwide. A schedule based on frequency and strategic placement within the publication proved to be a strong combination.

KHS

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KHS Holds Leader Position in Beverage Packaging

Target Audience: Beverage processing and packaging professionals who read leading packaging and beverage trade publications.

Objective: Remind readers that KHS is the "total solutions" leader for the beverage processing and packaging industry, AND invite them to visit KHS at the upcoming InterBev and Pack Expo trade shows.

The colorful ad lists each solution and reminds reader that for 30 years, KHS has combined technology with ingenuity to acquire and maintain its position.

North Shore Bank

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Prizes Prove to be a Perfect Incentive for Grand Opening Event

Target Audience: Existing and prospective customers who read their community newspapers.

Objective: Entice people to visit the newest bank location during the fair. The ad offers incentives including tons of family-oriented activities, a senior day and CD and loan specials.

Daily giveaways (for Brewers tickets, State Fair tickets, car washes, etc.), free food, fun activities for children, etc. was the bank's way to get people in the door to discuss their banking needs. To encourage people to use their new TYME machine, NSB offered prizes that were printed on the backs of select transaction receipts.

The copy is short and sweet, and the design is lively yet very simplistic. Three different dates were given to stop by, so that people were not limited. Also, they specified dates that had more activities that were geared towards a specific age group.

Attendance beat expectations and North Shore Bank gave away all of its prizes for each festivity date. Also, the use of the new TYME machine dramatically increased with the help of the prize offers that were printed on the back of the receipts.

Thrifty Car Rentals

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Series of Newspaper Inserts Designed to Boost "Off-season" Rentals

Target Audience: Community newspaper readers who may travel to destinations like Miami, Las Vegas and Minneapolis.

Objective: Drive renters to Thrifty locations with 10% savings offer during the slowest season of the year.

The colorful insert is reminiscent of an oversized vacation postcard. Each insert within the series promoted a different destination plus a 10% savings offer.