Beware advertising "opportunities"
Beware advertising "opportunities"
He emailed me the media pack and the blurb said that the handbook was "a perfect way to reach entrepreneurs and senior decision makers in thousands of dynamic SMEs as they plan their future growth".
Under Distribution and Readership it said that the handbook would be:
Available through all high street bookshop chains (though it didn’t name any)
Widely distributed through corporate libraries and business information centres (no details or numbers)
Backed up by various targeted marketing activities by the publisher (again, no specifics)
This all sounds fine, but there was no real substance in it. It then went on to talk about the Institute and its membership before getting to the advertising rates.
When the guy called me back a couple of days later I asked him questions I thought would be pretty easy to answer, since the handbook was in its 10th edition:
What was the print run?
How many copies of each of the last couple of editions were bought by Institute members and how many by non-affiliated small businesses?
Ditto how many bought through bookshops?
Worryingly, the chap couldn't give me the answers, yet he represented the publisher!
He then went on to quote me some impressive names of blue chip companies that had advertised in the handbook in the past. I pointed out to him that, in my opinion, those companies don't tend to advertise in this type of publication to generate response - it's far more likely to be a brand exercise, so there's no real way of judging the effectiveness of their spend.
I told him that the only way I would consider advertising would be if he sent me the last two issues, I could find adverts for comparable services to ours and they told me when I called them that their ads in the handbook had pulled quality response.
He promised to send me those issues but guess what? I never received them or heard back from him.
If you're offered an advertising opportunity that you're not sure about, please don't rush into it, take your time and do your homework.
One final point: If, having done your due diligence, you’re happy with the offer and want to go ahead, that’s fine. Otherwise, never fall for the line about: “You have to say yes now or else you’ll lose out.” Walk away and let somebody else reap the “rewards”.
All the best
Linda
Beware advertising opportunities - To learn more about this author, visit Linda Mattacks's Website.
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A guy representing the publishers of a growing business handbook phoned me some time ago. The publishers are well known and the Institute it’s published in association with sponsors the publication. The guy was immediately open about the possibility of editorial/ advertorial possibilities and rate negotiation.
He emailed me the media pack and the blurb said that the handbook was "a perfect way to reach entrepreneurs and senior decision makers in thousands of dynamic SMEs as they plan their future growth".
Under Distribution and Readership it said that the handbook would be:
Available through all high street bookshop chains (though it didn’t name any)
Widely distributed through corporate libraries and business information centres (no details or numbers)
Backed up by various targeted marketing activities by the publisher (again, no specifics)
This all sounds fine, but there was no real substance in it. It then went on to talk about the Institute and its membership before getting to the advertising rates.
When the guy called me back a couple of days later I asked him questions I thought would be pretty easy to answer, since the handbook was in its 10th edition:
What was the print run?
How many copies of each of the last couple of editions were bought by Institute members and how many by non-affiliated small businesses?
Ditto how many bought through bookshops?
Worryingly, the chap couldn't give me the answers, yet he represented the publisher!
He then went on to quote me some impressive names of blue chip companies that had advertised in the handbook in the past. I pointed out to him that, in my opinion, those companies don't tend to advertise in this type of publication to generate response - it's far more likely to be a brand exercise, so there's no real way of judging the effectiveness of their spend.
I told him that the only way I would consider advertising would be if he sent me the last two issues, I could find adverts for comparable services to ours and they told me when I called them that their ads in the handbook had pulled quality response.
He promised to send me those issues but guess what? I never received them or heard back from him.
If you're offered an advertising opportunity that you're not sure about, please don't rush into it, take your time and do your homework.
One final point: If, having done your due diligence, you’re happy with the offer and want to go ahead, that’s fine. Otherwise, never fall for the line about: “You have to say yes now or else you’ll lose out.” Walk away and let somebody else reap the “rewards”.
All the best
Linda
Beware advertising opportunities - To learn more about this author, visit Linda Mattacks's Website.
Like this article? Share it with your friends
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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