Update From The Sales Trenches, End of September

Spent last week at the Caterpillar Dealer Marketing Managers meeting in Seattle, representing Construction Equipment Guide. If you consider construction to be a leading indicator of where the economy is going, signs are positive.  One marketing manager for a Cat dealer in a major west coast market told me that they were anticipating a large bump-up in marketing money as used equipment has become scarce and major housing activity was starting to happen.  A follow-up meeting with another large dealer group also indicated positive market signals for 2013 both in housing and other markets using heavy equipment. This could change at the drop of a hat-but as a marketing manager mentioned to me, there are a lot of projects, both private-sector and government-based, that got put off during the economic downturn that can’t be put off any more….hence the uptick. Does anyone see any signals like this?  Be curious to hear what else is happening “out in the...

How your prospects signal what media to buy

Show me what your prospect/customer does in his/her work day, and I’ll show you what B2B media channels to buy! Still the best determinant as to whether to buy print or digital media in the B2B space-if your prospect/customer is behind a desk, digital media is where the dollars should go – if they are “on their feet” with limited time online, then traditional print still has a place. We’ve seen with Construction Equipment Guide that our problems stem more from general economic conditions (the publication is doing well in print in healthier markets such as the Northeast and Midwest editions with lots of government projects and the shale oil boom, and less so in the Southeast and Midwest where the housing crash was hardest) than rejection of print.  While we expect tablets to enjoy widespread usage in the construction market at some point, it’s still easier to read an industry newspaper in the truck cab on a job site than log on to a computer or be at the mercy of cell...

What took you so long?

I’ve been in and around the B2B and consumer web since the beginning (the model that  WaterOnline, which we represented in early launch stages and was original VerticalNet web site, created in the mid-90’s, was what most B2B publishers married to their print titles) and have represented many digital-based media for many years-yet hadn’t seen the need to do a site to promote our own business until now. In today’s digitally-based media world it’s become important to have a comprehensive presence in cyberspace, without which you might not as well exist! What’s interesting in the process is that the combination of traditional (direct-mail), e-mail and now social media covers all the bases-and our new web site. www.mediasalesrep.net, fills in the gap nicely and helps us to demonstrate that we cover all bases in the current market-in print, on the Web, trade shows, and newer channels such as Twitter and LinkedIn.  We welcome you to subscribe to our Twitter feed and connect with us on...

Where are the ad dollars?

Despite news reports to the contrary ad expenditures in both consumer and B2B seem down vs. 2011.  Is some of this due to dollar shifts to alternative channels, or is this due to lack of confidence in the economy and companies sitting out until the 2012 election outcome is...