Newspaper Advertising (Preprint, Display and Digital)

Newspaper Advertising (Preprint, Display and Digital)

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Mike

What are you favourite rejections when you phone a client..mine are 1. I'm okay at the moment 2. Note interested 3. I use radio /TV What are yours?

Previous Director and Owner of NRS Media

  • Comment (4)
  • April 20, 2012
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Comments

  • Jan L.

    Jan

    Jan L.

    Co-Publisher at Wingo-Locklear Publishing

    Mine is "I advertised once with you guys and never got a call." My comeback is: well, did you do radio or television too? If they say 'yes' I like to say "Well did you just do one spot with them?" Always gets quiet on the other end.

  • Jim H.

    Jim

    Jim H.

    Direct Marketing Consultant, for newspapers and media companies.

    Jan,

    With all due respect, I can see that approach 'winning the battle, but losing the war.' The average little merchant is sold more crap by more people than we can imagine. Sadly, the odds that the merchant is telling you the truth are fairlyy good.

    Over 98% of them have no marketing strategy, so most of what they buy winds up 'not working'. And too high of a percentage of sales reps don't really know how to help. They know their products, but know too little about how to help the merchant succeed.

    How about asking them what's working for them right now? How do they measure success when they advertise? You'll quickly find out if this is a merchant who has any idea how to market their business effectively, or if they're just trying to make you go away.

    If it is true that they ran an ad expecting the phone to ring, and it didn't ring even once, odds are good the ad wasn't very good. The premise that an ad has to run several times before the advertiser can expect any results is rarely true, and it's convenient of us to lead with that when faced with that objection. At the risk of being blunt, I would say it's the mark of an ad peddler, not an advertising consultant.

    Jim

  • Jim H.

    Jim

    Jim H.

    Direct Marketing Consultant, for newspapers and media companies.

    I had an edit in the last paragraph that didn't stick. Radio and television sell short, fleeting ads that must run several times to accumulate enough impressions to have a chance of working. A well prepared newspaper ad should generate 'something' on the first run, unless it's for a product that's purchased very infrequently, like a room addition.

  • Jan L.

    Jan

    Jan L.

    Co-Publisher at Wingo-Locklear Publishing

    And with all due respect I have never heard 2... :P

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