Advertisers have many options today. Many of them are getting ready to set their budgets for 2014. They want to make good informed choices.
Being a part of the market plan can help ensure advertising placement. The right discussions are important. Review these steps below for a quick refresh on how advertisers are making decisions.
- Advertisers talk to friends in their industry. They compare notes. They have real conversations. Have you delivered results in their marketplace? Put them in touch with similar advertisers discussing success in your catalog or publication. Get them to discuss ad campaigns which have been effective in the past. The performance of these campaigns can give prospects ideas that could work for them and get them thinking about your business.
- Look at your competition. Where are the advertisers you want advertising? What are all the products they are offering? How are they integrated? What’s different about your publication/catalog that could benefit that advertiser? How can you differentiate yourself? Knowing this will inform your advertising prospect with great information and help them know you are informed about their marketing efforts. Discuss the results of competitive campaigns. This information will help you improve your own products and offerings to valuable advertisers.
- Examine your target market. Who are your targeting with your product and how does it line up with your advertisers needs? Demographic data, including age, gender, location and household income are critical. What motivates your audience to purchase products and services? Gather information from existing advertisers to present good data. The more real data you can share the better conversations you can have.
- Ask for referrals from existing advertisers. Remember our first point above? We all network. Use your existing relationships to get warm introductions to new opportunities. Ask every advertiser you have for referrals.
Qualify your prospects. Categorize which ones are most valuable to you. Work for appointments and use the information above to have better conversations. Touch points and drip marketing are helpful in getting advertisers thinking about you. But great conversations move them towards a buy.
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