Masonry Magazine January 2003 Page. 49
Is your goal now to create brand awareness, lead generation, or possibly both? This helps you decide where and how to spend the rest of your allotted funds. What are the steps in your sales cycle and how can you use these marketing dollars to make these steps more effective?
Advertising
Although magazine print ads can be pricey, they provide more credibility for your firm than any other mass-marketing medium. By instilling familiarity with the reader, they breed confidence in you and what you do, which translates to increased sales and profits. Magazine ads allow you to pursue the specific industries whose readers are interested in buying your products and services. If you are a builder focused on one city or county, use the local "city magazine" as a starting point. All major markets have them, and they are usually slick looking, upscale publications that your company can be proud to appear in. Compare this image to that provided by the "shopper" or "PennySaver" type publication and you can see why the prices are higher but the quality of the responses are even higher.
If you are after more impact with architects and engineers, target their trade publications and their associations. You can research your options online at www.mediafinder.com, which gives you access to U.S. and Canadian magazines, newsletters, journals, newspapers and directories. Or visit your local library and check out Bacon's Directory or the Business Publication Rates and Data by SRDS.
When you are ready to expand your coverage area, check out regional or state magazines. Don't count yourself out of advertising in national publications because of the cost. Purchase remnant space or space in regional editions of these same publications. Or you can advertise in the classified section or take advantage of merchandising opportunities.
Reprints of these ads can be used for PR purposes and these publications usually offer opportunities for valuable editorial that highlights your company. In
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