Magazine advertising can become very expensive, very quickly but also for the right business it can be very effective for a few reasons. One example of very effective magazine advertising we have seen (and assisted with) is the airline magazines. These magazines have a very specific market that is pretty much guaranteed to read the magazine or at least glimpse at it. When was the last time you were on a flight and did not peruse the magazine during taxi and takeoff? Have you ever seen the “Top Plastic Surgeons in the United States” or “Top Law Firms in the United States” advertisements?
Those are and have always been sought after space with the airlines because they actually convert. You can also promote them on your other advertising avenues as a third party testament to your service. They typically are easier to track as well because you can tie a specific phone number and web address to the advertisement making it easy to know your return on investment. There are one of many types of magazine advertising that are well worth considering, of course considering specific needs of your business along with your target market.
Yes, there are but you have to be sure they make sense for your business. We can assist with this and have considerable experience doing so. There are also other national magazine opportunities that can be taken advantage of at a more localized level but again this is totally dependent on your specific business and goals. When it comes to marketing and advertising there never is a one size fits all – even in the same industry. What works for one business may not work for another, in the exact same field.
There are so many factors that have to be weighed and considered. Magazine advertising is most successful when you have a long term plan including at least 6 straight months of advertising. This is because it usually takes a few months for your brand awareness to increase and typically, after the same reader sees your advertisement a few times, they will trust it more and more – and be more likely to call you directly.
Another great avenue to consider are local magazine’s and niche magazines. There are tons of them out there and you would be surprised sometimes with the actual volume of readership they have. However, we have found that most of them are pretty highly priced knowing that they usually will get big corporate advertisement buys (rental car, hotels, airlines, etc.) and they are used to paying ridiculous amounts.
That does not mean it is not worth calling them. As a first time advertiser they will usually give you a hefty discount on the first few months which gives you the ability to really try it out. Obviously, when you renew if it is a success then prices will raise but with SayWhat Consulting we can negotiate that for you.
The other major benefit with magazine advertising is that you can use it in your other marketing efforts as well. For example, many magazines allow you to post a one to two page article that is labeled as sponsored – but gives you the ability to sell yourself and your services. If you get these in the right magazine, you can clearly then market that you have been featured in that magazine or newspaper– and promote it on your website and social media. This is big with conversion because it gives you the ability to establish yourself as the trusted professional, showcase the magazine(s) you have been in and use it to market to current and potential clients.
SayWhat Consulting can help you with all aspects of the media buy, including finding the right magazines that meet both your financial goals and target market. Combined with a solid online presence it can serve you well and increase your overall brand awareness and most importantly increase the number of new clients coming to you.
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