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TRADE MEDIA / ALTERNATIVES The trade media is, for "business to business" companies, what television is for "open to the public" companies. It represents the most powerful and cost-effective way to communicate. Also, the trade media has a unique advantage. It can offer you several marketing tools under one convenient umbrella, on a small budget. A single trade organization can publish your printed ads, expand your Internet presence, provide the hottest mailing list, and organize events where you can ACTUALLY MEET your prospects! You can rent a booth at their trade shows, sponsor an event for fellow members at YOUR location, or simply show up at their social mixers. Even if you use high-power "automated" media to deliver your messages, there is no substitute for personal contact. Right now we want to mention another type of trade media - with an example. Does your industry have a "garage sale" type of publication? Most trades have at least one publication of this kind - with a website equivalent as well. Such marketing vehicles deserve your full attention. Or do you consider that an "undignified" medium? One of our clients owns a repair shop for professional motion picture equipment. He used to spend thousands of dollars each month, advertising in many trade magazines (the top league - like American Cinematographer). The response was good, but barely enough to justify the expense. Until one day, when he discovered a low-cost trade paper called "In Sync". "In Sync" is like a garage sale magazine for the motion picture industry. It may be printed on cheap paper - but it has a proven readership of twelve thousand cinematographers and assistants around the world! And it charges for one page what other magazines charge for a classified ad! Due to this publication, my friend's repair business has tripled - and now he also has a respectable equipment brokerage firm. Every month, he publishes a two-page display ad - and that's all the advertising he needs. In his case, relying on a single marketing outlet is not risky. As an important pillar of the film industry, "In Sync" will be around for many years - until the end of motion pictures. With public media there's
normally a straight correlation between your rate of success and "how much
you spend". In the realm of trade media, "how smart you spend" seems
to be the key.
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