Advice needed on local advertising...

[jake.mason]

Thank you for reading.

We need some advice on the best types of local businesses to approach who we can ask to trial our advertising? It is not a case of really looking for a sale but more that we want some good local advertisers so that we have some references, some feedback on our services, comments on what can be improved.

Our advertising/marketing practices are in the Coventry area and are not your usual magazine, news paper, leaflet drops, radio, ad board bikes etc. We intend to ask these trial advertisers for a small amount say £150 per month (about 70% off our pricing) as long as they don't mind giving us feedback and comments for our marketing collateral.


We understand and have experience of the type of businesses that would or would not benefit but we want to know ....would it be best to approach well known big businesses in the area (better for trust building with new prospects) or businesses that already advertise (better for our own information and improvement of services) and should we be choosey or at least get something behind us...


Any comments would be gratefully received...

[Mike tells it like it is]

You could offer advertising free for a month to a few local big businesses say ten.

Then sell to the rest.

People, erroneously, automatically assume if the big boys are doing it it must be a good idea.

[jake.mason]

You could offer advertising free for a month to a few local big businesses say ten.

Then sell to the rest.

People, erroneously, automatically assume if the big boys are doing it it must be a good idea.

Thats a much quicker and a more direct approach Mike thank you. Do you think those businesses would return at a later date knowing that they had it free in the past, or shouldn't that concern us as there are plenty more fish in the sea?

[Mike tells it like it is]

If they saw results of it then yes.

If they don't then you are clearly selling crap.

Simples

[marketingquotes]

A difficult one really; the danger with giving things away for free (to trial) is it can devalue the product.

There again - there are lots of 'advertising opportunities' around that you need to have a really good USP in order to sell yours above the rest.

How long have you been established, do you have much of a track record?

Regards,

Marketing Quotes Support

[Mike tells it like it is]

It will be sold on number of viewers and response rate -when new it's chicken and egg

So you get the big boys on board as it convinces the small companies to pay-once you can say you get x thousand visitors a day you don't need to.

simples


pfffffffffffffffffffffffffffft :rolleyes:

[JustfortheChallenge]

Hey Jake!

Would you mind if I PM you?

Just

[jake.mason]

Hey Jake!

Would you mind if I PM you?

Just


Go for it...

[jake.mason]

A difficult one really; the danger with giving things away for free (to trial) is it can devalue the product.

There again - there are lots of 'advertising opportunities' around that you need to have a really good USP in order to sell yours above the rest.

How long have you been established, do you have much of a track record?

Regards,

Marketing Quotes Support

With regards to devaluing the product, this is a major concern with this approach. Much the same with special offers etc. The ad space is limited so any devaluing of the product would quickly spell the end of the whole project.

Our USP(s) are from what we have been told very strong. Also, because of our approach we can offer very good value for money compared to that of a newspaper, magazine or alike.

We have only been 'officially' established for 9 months, but the ad space was selling as a side line income from our main company. However because it went well we decided to split it away and let the main company get on with what it was good at. This has meant we have gone to a much bigger project with a much bigger audience. Therefore we are now in a slightly different ball park...

[Esk247]

You might struggle at a 'small' £150 a month :eek: GULP.

One of our local magazines charges approx. £60 - £80 per full colour page for advertising, and this is matched by the local paper.

You have got to be careful about offering a free advert for a month. I ran a local online mag back in 2007 and tried that approach, all that happens is people agree to the second month and don't pay so they get 2 months free or they just say 'no its ok, we wont be carrying on'

you'll find businesses will be more prepared to pay in the build up to Christmas/Winter as they push Christmas sales which is a big time for retail. The summer..not so much..

[jake.mason]

You might struggle at a 'small' £150 a month :eek: GULP.

One of our local magazines charges approx. £60 - £80 per full colour page for advertising, and this is matched by the local paper.

You have got to be careful about offering a free advert for a month. I ran a local online mag back in 2007 and tried that approach, all that happens is people agree to the second month and don't pay so they get 2 months free or they just say 'no its ok, we wont be carrying on'

you'll find businesses will be more prepared to pay in the build up to Christmas/Winter as they push Christmas sales which is a big time for retail. The summer..not so much..

We are not talking about the 'same old same old' magazine and news paper ads. We are talking taxi advertising, bill boards, LCD screens and Ad Van combinations. So the price tag of course is of course very fair.

We did try the free attempt and had a fairly similar result to you.

Will bare the Christmas tip in mind and try to get a few last minutes in. Otherwise its a big campaign for next year.

Thank you