MEDIA CONTACT & PLACEMENT We look at media through a larger lens than many agencies. We view trade publications not just as vehicles for paid ads, but as five separate sources for gathering sales leads:
No.1
Paid advertising
The most obvious way to look for leads.
No.2
Product releases
Magazines which may not be a top priority for ad buys can be good places
to send product releases. Since virtually nothing is needed for a return
on investment, a single lead from a marginal magazine makes it worthwhile.
No.3
Mail list source
Mail list rentals are a great way to reach qualified potential customers,
especially those who are a small percentage of the circulation of marginal
trade publications.
No.4
Annual Directories/Web Site Tie-Ins
Again, magazines that offer a relatively small but important part of
their audience as potential customers have annual directories and Web
site tie-ins that can be cost-effective buys to cover that segment of
the market.
No.5
Tech articles
Both top priority publications and second- or third-tier pubs are good
places to get technical articles placed.
_______________________________________________________
RANKING
MEDIA
We've just discussed the five ways we exploit media. How we assign one
or more of those five methods is determined by a publication's ranking:
Primary
These are the publications that reach the broadest number
of prospects in any given market. These magazines receive the bulk of
advertising dollars, including ROM ads, card decks, and show specials.
Secondary
Publications on the second level offer a significant number
of prospects but may not provide a large enough percentage to warrant
a paid advertising schedule. Instead, they may be used for Web site
tie-ins, annuals, and trade show specials.
Tertiary
These magazines offer the smallest percentage of readership
that may qualify as prospects; however, that small percentage may represent
some significant business. To reach them cost-effectively, we recommend
submitting product releases, technical articles, and line listings in
any free directories.
©2007 SCT Group, Inc.
