WAVE Magazine

How to Build Customer Loyalty & Avoid Common Advertising Mistakes

Brendan Hall — Thu, 16 Jul 2026 07:50:37 +0000

Winning a new customer is great, but turning them into someone who comes back, recommends your business and remembers your name, is even better. This is what we at Wave Magazine want to help businesses achieve

But customer loyalty is not like a light switch, activated by a single action and constant when left to its own devices. A loyal customer base is curated, built gradually through familiarity, trust and consistently positive experiences.

Advertising plays an important part in that process. It helps customers understand who you are, what you offer and why they should choose your business. Done well, it keeps your brand visible and strengthens relationships every day. However, done badly, advertising mistakes can cost businesses big, confusing customers, damaging trust and sending them directly to your competitor.

So, how can businesses use advertising to build customer loyalty, and which common advertising mistakes should they avoid?

What do we mean by customer loyalty?

Customer loyalty is the ongoing relationship between a customer and a business.

A loyal customer does not simply make one purchase. They return when they need the same product or service, think of your business before considering competitors and may recommend you to friends, family or colleagues.

Customers are more likely to return when they feel understood, valued and confident that they will receive a reliable experience.

This means developing customer loyalty needs to be built into every part of the customer journey with you, including:

How clearly your business communicates
The experience customers receive
The quality of your product or service
How quickly you respond to questions
How you deal with complaints
Whether your advertising reflects the real customer experience

So, where do we start? Your advertising might be the first contact someone has with your business, making it important to set the right expectations and promises from the start.

How does consistent advertising help build customer relationships that last?

The phrase ‘practice makes perfect’ is a cliche for a reason. Consistency and repeated advertising helps customers recognise, understand and remember your business.

Most people will not make a purchase the first time they see an advert. They may notice your name, scroll past a social media post or read your advert in a local publication. But, over time, repeated and consistent exposure can make your business feel more familiar.

That familiarity helps build trust. And customers who have trust are far more likely to return time and again.

Regular advertising helps keep your brand at the front of customers’ minds. Someone might not need your services today, but consistent visibility means they are more likely to remember you when that need arises.

5 advertising mistakes that businesses make

Even a strong product or service can be undermined by poor advertising. Here are 5 common mistakes in advertising that can affect customer trust and loyalty.

Inconsistent contact and business details

Customers do not want to search for the correct way to contact your business.

However, one of the most common advertising mistakes is using different phone numbers, addresses, opening hours or website details across different platforms.

For example, your website may show one opening time while your social media page shows another. An old advert might include a telephone number that is no longer in use, or an online directory may list a previous address.

These inconsistencies create unnecessary confusion and make customers question whether the business is still active or reliable.

To avoid these common advertising mistakes, regularly review your business information across your website, social media profiles, online listings and printed advertising. Make sure your company name, address, phone number, email address and opening hours are accurate and consistent.

Advertising grammar mistakes

Spelling, punctuation and grammar may seem like small details, but they can influence how people view your business. You want to present a clean and professional image to potential customers and clients, and grammatical mistakes in advertising can make a campaign appear rushed.

Before publishing your advert, take time to proofread it carefully. Remember, good grammar does not mean your advertising needs to sound formal. It simply needs to be clear, polished and easy to understand.

Forgetting their audience

Effective advertising should focus on the customer, not just the business. We see a common business mistake is creating adverts based entirely on what the company wants to say, rather than what the customer needs to know and how they can help.

Customers are usually more interested in the outcome than the process. They want to understand how your product or service will solve a problem, save them time, reduce stress or improve their situation.

Before creating an advert, think about who you are trying to reach. What matters to them? What challenges are they facing? What might stop them from making a purchase? Which information would give them confidence?

Inconsistent branding

Branding is more than a logo. It includes your colours, fonts, imagery, language and overall style. When these elements constantly change, customers may struggle to recognise your business.

Inconsistent branding can also make a company look less established. An advert may use one colour scheme, while the website and social media profiles use something completely different.

Create a simple set of brand guidelines that can be followed across every advertising platform. These might include your approved logo, brand colours, preferred fonts, photography style and tone of voice.

Wave Magazine offers complimentary professional graphic design services to all businesses that feature in two or more editions of the magazine, helping you create branding that is authentic, consistent, and stands out.

Language matters, skip the jargon

Businesses often use specialist language every day without realising that customers may not understand it.

Industry terminology, abbreviations and technical phrases can make an advert confusing or inaccessible. Customers should not need specialist knowledge to understand what you offer.

Clear language builds trust. It helps customers quickly understand the product or service and decide whether it is relevant to them. Avoid using complicated words when a simple alternative will do. Focus on the benefits and explain technical information in plain English.

Building customer loyalty through better advertising

Wave Magazine helps businesses to create strong relationships with local customers. As a trusted source of local news, business recommendations and community updates, Wave Magazine readers enjoy bi-monthly editions of the magazine.

We offer competitive pricing for businesses to reach local customers. To arrange your advertising space, enquire below.

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How Much Does It Cost to Advertise Your Business in a Local Magazine?

Brendan Hall — Wed, 15 Jul 2026 14:37:53 +0000

Advertising in a local magazine like Wave Magazine can be an affordable way to put your business directly in front of people living and working in your target area. At Wave Magazine, we offer competitive prices for wide ranging online and print distribution, starting from just £50 + VAT.

Advertising rates with Wave can also be tailored to meet your business and advertising requirements. We offer a range of advert sizes and positions available to suit different businesses and budgets, from multiple pace features to business cards, there is an affordable and effective sport for every local business.

Price for many local publication also varies vastly in distribution circles. Wave Magazine distributes around 2,500 printed copies per issue. Copies are delivered to occupied homes across Waverley, businesses on Olive Lane, the Winter Green pub and organisations based across the Advanced Manufacturing Park.

Our mission is to provide businesses with a focused way to reach residents, employees and visitors within a growing South Yorkshire community whilst maintaining a competitive rate that keeps our service accessible.

What Affects Wave Magazine Advertising Rates?

When comparing advertising magazine rates, it is important to look beyond the headline price. Our prices vary for advertising placement for a number of reasons. The main factors that influence magazine advertising costs include:

1) Advert Size

Most local magazines offer several advert sizes, from smaller entry-level placements to full-page and double-page adverts.

Wave Magazine currently offers advertising options ranging from smaller adverts starting at £50 + VAT through to premium placements, full pages and double-page spreads.

A smaller advert can be a cost-effective way to introduce your business to the community, while a larger advert gives you more room to communicate your services, offers and contact details.

2) Position in the Magazine

Premium positions, such as the back cover, centre spread or front cover sponsorship, will usually have higher advertisement rates than adverts placed on standard internal pages.

These positions can provide stronger visibility, but a well-designed advert on an internal page can still create an effective and memorable presence.

3) One-Off or Repeat Advertising

Advertising today is rarely a one time activity. Repeat advertising placements can help build familiarity with a community of local readers, who learn to recognise and trust your brand

Someone may not require your service the first time they see your advert. However, regularly appearing in a trusted local publication can help your business remain front of mind when they are ready to p;ick up the phone or walk through your door.

Wave Magazine offers discounted magazines advertising rates for businesses that book space across multiple issues.

How Much Does It Cost to Advertise in Wave Magazine?

Wave Magazine advertising currently starts from £50 + VAT.

A selection of the available advertising rates includes:

Full-page advert: £170
Double-page advert: £300
Double-page centre spread: £320
Back cover: £220
Front cover sponsorship with two full internal pages: £450

Additional advert sizes and repeat-booking discounts are also available. Businesses should check the latest rate card before booking, as availability and prices may change. Check out our Advertising With Wave page for more details

Is Advert Design Included In Wave Magazine Rates?

Here at Wave Magazine, we want to see your business grow and thrive. This means ensuring that your business advert looks professional and captures your brand.

Local businesses who feature in at least two issues are offered professional graphic design support free of charge through Dialled In, the Sheffield-based marketing agency that publishes the magazine.

Businesses who place a one-off advert can also have access to design support at an additional fee.

Alternatively, all businesses are welcome to provide their own artwork and logos to full personalise their advertisement at no additional cost.

What Do You Get for Your Advertising Spend?

Wave Magazine is published every two months, producing six issues each year. Each publication is carefully curated, focusing on sharing quality on local news, community developments, businesses, events and stories from across Waverley and the surrounding area.

To ensure quality for our readership, at least 25% of each issue is reserved for editorial content. This helps maintain a balance between useful community information and advertising, whilst providing a high-quality space for businesses to reach the heart of our community.

Our success is reflected in the over 150+ local businesses we have been proud to work with. Afterall, 80% of Wave Magazine’s advertisers are regular advertisers who have continued appearing in the magazine over a number of years.

Advertise With Wave Magazine

Wave Magazine connects businesses with the growing residential and commercial community across Waverley and the Advanced Manufacturing Park.

With advertising rates starting from £50 + VAT, flexible advert sizes, discounts for repeat bookings and professional artwork support available, there are options for businesses at different stages of growth.

Local magazine advertising can provide several benefits for businesses targeting a defined geographical area. To read more about the benefits of local magazine advertising, read our guide to The Benefits of Magazine Advertising.

Contact the Wave Magazine team to request the latest rate card, check availability and find the right advertising option for your business.

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Multichannel Marketing: What Is It, and Is It the Secret to Success?

Brendan Hall — Fri, 26 Jun 2026 14:49:53 +0000

In today’s busy world, customers rarely see a business once and decide to buy straight away.

They might spot an advert in a local magazine, see a post on social media, click through to a website, or receive an email, before they pick up the phone or walk through your door. Often, it is the combination of these touchpoints that builds trust, creates recognition, and encourages someone to reach out,

That is where multichannel marketing comes in.

What is multichannel marketing?

Multichannel marketing refers to businesses using more than one platform to reach their audience. This could include print advertising, social media, email marketing, websites, search engines, telesales, events, and more.

Rather than relying on one single route to market, a multichannel approach gives your business more opportunities to be seen, remembered, and chosen.

For local businesses, this can be especially powerful. Your customers are not all in one place. Some are scrolling online, some are reading local publications, some are searching on Google, and others are picking up recommendations from people in their area.

By combining different marketing channels, you can meet them in more of the places they already spend their time.

Why print and digital marketing work well together

At Wave Magazine, we have always believed in the power of print advertising for local businesses.

We have seen first-hand the value of being seen in a trusted local publication, delivered directly into the community you want to reach. Print gives your business a physical presence, helps build trust, and keeps your brand in front of local people in a way that feels natural and credible.

But print can work even harder when it is supported by digital marketing.

A local advert can introduce your business to a new customer, while social media, website content, email marketing or paid advertising can help keep that conversation going. Together, print and digital marketing create a stronger, more consistent presence.

That is the real strength of print and digital marketing, they do not need to compete with each other. When used well, they support each other.

Wave Magazine and Dialled In Marketing

Wave Magazine was founded by Brendan Hall, Creative Director of Dialled In Marketing, with a clear aim: to champion local businesses and help them reach the people around them.

Today, Wave continues to work closely with Dialled In to support advertising partners with more than just space in a magazine. It gives local businesses access to a wider marketing mindset, combining trusted print advertising with digital expertise.

Through this partnership, businesses can benefit from support across areas such as:

The Dialled In team works as an extension of your business, allowing you to outsource marketing to a team of industry experts from just £800 per month, offering an affordable service without the risk of recruitment.

This means, unlike thousands of other local business publications, Wave Magazine is able to offer our partners the best of both worlds – prime print placement, and a bespoke level of marketing support to grow their reach even further.

Dialled In has worked with 150+ clients to generate £15m+ revenue since the launched, and with over 20 years of experience in marketing and sales, they are trusted by businesses in the South Yorkshire area every day. Could your business be next?

Helping local businesses get seen with Dialled In & Wave Magazine

Wave Magazine is proud to support businesses across Waverley, Rotherham, Sheffield and the surrounding areas, giving them a place to be seen by a local audience.

With the added support of Dialled In Marketing, our advertising partners can also access the tools, ideas and strategy needed to turn awareness into action.

So, whether you are looking to advertise in print, improve your digital presence, or create a more joined-up marketing approach, Wave and Dialled In can help your business get in front of the right people.

Dialled In offers a free marketing review and consultation for every enquiring business to understand your business goals and needs. Reach out by emailing info@dialledin.com or call 0114 312 2330 to talk.

Interested in advertising with Wave Magazine or exploring multichannel marketing for your business? Get in touch to find out how we can help. Enquire below!

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Small Business Advertising Without a Website: How Wave Magazine Can Help

Brendan Hall — Thu, 18 Jun 2026 12:25:50 +0000

It’s a common misconception that a small business or sole trader can’t grow their business without a website. There are many channels to grow your online presence and establish a voice without investing in a website. In fact, finding more creative ways to advertise your business could help you build significantly more trust with potential customers than a website alone.

This is where Wave Magazine is here to champion small businesses across the Waverley, Rotherham and Sheffield areas.

Our local magazine is published bi-monthly and is the trusted advertising home to a fantastic range of businesses from the Waverley and Rotherham area. With an 80% advertiser retention rate and an ever-growing readership, we are proud that our magazine continues to play an active role in the heart of the community.

We work with over 150+ businesses, including charities, community organisations, SMEs and sole traders to increase their reach in the community without relying on a website.

No Website? No problem.

5 Ways Wave Magazine Supports Sole Traders and Small Businesses

Here at Wave Magazine, we are proud to work with the business community in Waverley as part of Yorkshire’s largest mixed-use development. We offer:

Access a ready-made audience

Our magazine is published online and shared across social media on a bi-monthly schedule. We also deliver to over 2,000 homes and businesses across the Waverly development, as well as a variety of other businesses within the Advanced Manufacturing Park in Rotherham.

For small businesses and sole traders, this creates a platform that reaches thousands of new potential customers without the investment of website development and maintenance.

2. Stay active and visible

Without a website, it can be harder for customers to find you online or learn more about what you offer as a sole trader or small business owner.

Advertising with Wave Magazine helps keep your business active and visible within the local community, putting your name in front of residents, businesses and visitors across Waverley.

3. Pinpoint accurate advertising that is local to your business

Not every business needs to reach everyone, and for many businesses, this is not an effective strategy for growing their business. For many sole traders and small businesses, the priority is reaching the right people in the right area.

Wave Magazine gives you a direct route into the Waverley community, helping you advertise to a local audience that is relevant to your business. Whether you offer services, run a local shop, or work with nearby customers, Wave Magazine can help you focus your advertising where it matters most.

4. Build long-term trust

Since our first issue in 2018, Wave Magazine has become a recognisable and trusted voice in the local community, helping residents find reliable services and businesses achieve consistent local visibility.

Advertising in Wave Magazine helps you become part of the local conversation. Over time, repeated exposure in a familiar community publication can help build recognition, credibility and confidence in your business.

5. A cost-effective advertising channel for your business

Small business advertising does not have to mean large budgets or complicated digital campaigns. Wave Magazine offers a simple and cost-effective way to promote your business locally, especially if you do not currently have a website.

If you are new to Wave Magazine or print advertising, we provide a range of clear advertising packages that can be chosen to suit your business needs.

So, what are you waiting for? Wave Magazine has the perfect local advertising space for your business.

Skip the website worries and build local and online visibility with Wave. We even offer discounts for multi-issue placements that guarantee your visibility with local residents for multiple months.

Still looking for a website? Wave Magazine partners with Dialled In Marketing Agency, who provide website building, hosting and maintenance packages to suit you.

Grow Your Small Business With Wave Magazine

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Lumio Nail & Spa Celebrates One Year in Wickersley

Brendan Hall — Thu, 18 Jun 2026 09:44:46 +0000

A year ago, Lumio Nail & Spa opened its doors in Wickersley with a vision of creating a relaxing, welcoming space where clients could enjoy high-quality beauty treatments and a little time for themselves. Twelve months later, the team is celebrating a successful first year and inviting the local community to join the party.

From 20th to 22nd June 2026, Lumio will be hosting a special three-day anniversary celebration at its salon on Bawtry Road, marking an important milestone and thanking customers for the incredible support they have shown over the past year.
The anniversary weekend promises plenty of reasons to visit. Guests will be able to enjoy 10% off treatments and products throughout the event, receive exclusive gift bags while stocks last, and enter a grand prize lucky draw via a simple QR code registration. It is all part of Lumio’s way of giving something back to the customers who have helped make the salon’s first year such a success.

The celebrations will also see the launch of Lumio’s brand-new premium Milk & Honey Pedicure experience. Designed to deeply nourish, soften and hydrate tired feet, this luxury treatment combines indulgent spa elements with expert care, making it the perfect opportunity for guests to treat themselves during the anniversary weekend.

Whether you’re a regular client, have visited once before, or have yet to discover Lumio, everyone is welcome to join the celebrations. No appointment is necessary to attend the event, making it easy to drop in, meet the team, explore the salon and enjoy the anniversary atmosphere.

To find out more, visit Lumio Nail & Spa at 27D Bawtry Road, Wickersley, Rotherham, or follow their social media channels for updates.

Join the celebrations and help Lumio raise a glass to a fantastic first year, with many more to come!

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Wave Magazine’s Brendan Hall Spotlighted on the Yorkshire List

Brendan Hall — Fri, 12 Jun 2026 08:44:24 +0000

Editor of Wave Magazine, Brendan Hall, recently featured in an Insider’s Guide to Waverley in the Yorkshire List, speaking on everything that makes Waverley a fantastic place to live.

Brendan was one of the earliest residents of Waverley, moving to the area with his family and establishing the now flourishing Wave Magazine, sharing local business and community news to over 2,500 residents and businesses.

In the article, Brendan highlights how Waverley has developed into a welcoming and active community, with residents getting involved in local events from the very beginning. He also speaks about the positive impact of Olive Lane, Waverley’s bustling high street, which has helped bring people together through independent restaurants, cafés and local businesses.

Online publications like the Yorkshire List are a valued opportunity to shine a light on the areas of Waverley that make our town home, including everything from summer fun days and volunteering to our growing high street and vibrant business community.

You can read the full article, An Insider’s Guide to Waverley – Is This South Yorkshire’s Best New Place to Live? here.

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Wave Magazine – Issue 51 – June/ July 2026

Brendan Hall — Wed, 10 Jun 2026 09:36:57 +0000

Welcome to Issue 51 of Wave Magazine!

Summer is officially on the way and, as always, there is plenty happening across Waverley and the surrounding area. We have a great few months of local events to look forward to, starting with the Waverley Summer Fun Day on Olive Lane on Saturday 20th June. It’s always a brilliant chance to bring the community together, support local businesses and enjoy a fun afternoon with family, friends and neighbours. We hope to see lots of you there.

There are also some exciting themed events coming up at The Winter Green, so keep an eye out for those if you’re looking for more ways to get involved locally.

It has also been fantastic to see the next phase of Highwall Park open for the community to enjoy. The new space is a great addition to Waverley, and if you’ve ever wondered why it’s called Highwall Park, make sure you read the latest update from Harworth Group inside this issue.

We’re also proud to be linking up with Lumio Nail & Spa in Wickersley as PR partner for their first anniversary celebrations. Head across to the salon any time between 20th and 22nd June and you’ll be in with a chance of winning some fantastic prizes.

And, of course, if you’re anything like me, you’ll be looking forward to the football World Cup. Let’s hope by the time we publish again in August, we’re celebrating England as World Champions (sorry to any Scotland fans, or supporters of any other nations competing this summer, we hope you enjoy it just as much as I know I will!).

As always, thank you to our advertisers, contributors and readers for continuing to support Wave Magazine. We hope you enjoy the issue.

Brendan Hall, Editor
Read Issue 51 of Wave Magazine here.

Could you feature in the next issue of Wave Magazine?

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Waverley Community Update

Brendan Hall — Wed, 10 Jun 2026 09:29:27 +0000

Waverley Summer Fun Day

Quick reminder – the Waverley Summer Fun Day is around the corner on Saturday 20^th June 12-3pm at Olive Lane. Its free to all, so why not pop by?

There will be lots of fun for all of the family including dancing, singing and martial arts performances from local groups and Waverley Junior Academy will be giving us a preview of their summer performance. Everyone can have fun at the circus skills or climbing wall.

Local residents and small businesses are hosting a variety of stalls. The businesses along Olive Lane are joining in too with some of them hosting special events. We will have our usual great pop-up food stalls and licensed bar, and the Waverley Community Hub will also be open.

We are very excited to welcome you along to the event. Keep an eye on our Facebook page for updates – https://www.facebook.com/waverleycommunitycouncil

Community Hub

You asked for more hours of opening, and we are pleased to say that we have a second part-time caretaker, so we can open longer and for more events at the weekend. Yes, we are expecting lots of bookings for baby showers and little ones’ birthdays.

We are also keen to set-up a coffee morning for those who’d like a little more company, everyone is welcome, and maybe you want to meet more people because you’re on maternity leave, or you’ve lost that special person in your life and are looking for a chat. If you want to volunteer and help set this up, please do contact Rachel by email clerk@wavereley-cc.gov.uk WhatsApp or call on 07552 725 732.

Babies 1001 days

The other great piece of news is that we’ve been awarded grant funding towards Babies 1001 days, as part of the Rotherham Family Hub offering. We are sorting out the finer details of delivery but hope to get this up and running in the next few months, with a baby practitioner employed to deliver classes for families.

We’re particularly keen to ensure new dads are part of this too, so if you want to drop us a line about what this might look like for you, or your hubby/partner, please email clerk@wavereley-cc.gov.uk WhatsApp or call on 07552 725 732.

Waverley Lakes Park Run

Thanks to local resident Vinny, who originally suggested the idea to Harworth, 432 runners completed the inaugural Waverley Lakes Park Run on 18th April.

Waverley Community Council have been assisting Harworth and Vinny as well as Handsworth Roadhogs over the last year to bring the event to life.

The 5km course sees participants running twice around Waverley Lakes and takes place every Saturday at 9am.

The organisers welcome volunteers to help each week with event marshalling, barcode scanning and tail walking – so you can complete the event without running!

More information can be found at https://www.parkrun.org.uk/waverleylakes/

There are also Facebook and Instagram pages.

Dig & Chat at the Community Garden

The Waverley Councillors will be finding out if they have green fingers Sunday 5 July, around 10:30am at the Community Garden off Highfield Lane, alongside the Waverley Buds Garden Group. Please do join us for a weed, a dig or come along to say hello to us if you are out for a walk!

Road closure – Treeton Lane

Finally, if you use Treeton Lane, which is the road between Treeton and Catcliffe, parallel to the Catcliffe Flash, this will be closed over the summer period from 20 July to 28 August for Yorkshire Water to complete some major asset works. The footpath will remain open.

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The Musicologist – June 2026

Brendan Hall — Wed, 10 Jun 2026 09:14:22 +0000

The Musologist – The Best Band You Never Heard In Your Life Part 3.

So here it is, the third and final instalment of TBBYNHIYL! It could be argued that some of these bands border on the progressive side, but therein lies rich depths and overlooked greatness. Enjoy.

Scritti Politti

Underrated Pop pioneers, with Punk, Reggae and Hip-Hop augmentations.

Try: Anomie & Bonhomie (1999)

Oz Urugulu

Swiss instrumental collective. Cinematic and Jazzy with splashes of Metal here and there.

Try: Fashion and Welfare (2016)

Dutch Uncles

Mancunian Art-Pop. Very much below the radar with a consistent backcatalogue.

Try: Out Of Touch In The Wild (2013)

Big Big Train

Folky, pastoral and rural. They have their following, but deserve to be huge.

Try: English Electric Part 1 (2012)

Angine De Poitrine

Hailing from Quebec, this Rock duo are a visual spectacle, don’t let that disctract you from the infectious music though.

Try: Volume 2 (2026)

Meshell N’Dgeocello

R&B/Hip-Hop Funk crossover as well as a singular songwriting voice and a pioneer of the Bass Guitar.

Try: Plantation Lullabies (1993)

Frost

Polished Pop/Prog, like an updated Genesis or Pink Floyd. Glitchy, ambient and catchy.

Try: Falling Satellites (2016)

Work of Art

Swedish AOR. Lars Safsund leads this Pop/Rock time machine, launching the listener back to the 80s whilst delivering completely original songwriting.

Try: In Progress (2011)

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Jim’s In Town – The Ministry

Brendan Hall — Wed, 10 Jun 2026 09:06:52 +0000

If you haven’t already been, you must experience The Ministry. This café is the perfect vantage point for people watching: slap bang in the town centre overlooking Rotherham Minster in the handsome Imperial Buildings; not to mention a varied menu with toasties, cakes and sensational coffee.

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