The IPad And It’s Impact On Advertising Sales-An Update

The IPad And It’s Impact On Advertising Sales-An Update

I posted the following (http://ow.ly/p1Wug)  on a LinkedIn board shortly after witnessing sales calls with an Ipad for the first time in the fall of 2010.  I think my basic premise still holds-the Ipad is a complimentary device that has revolutionized field ad sales (and field sales in general); while not being as critical in a telephone sales environment.  However (and this is key)-it has not completely replaced the notebook computer/Mac/PC yet as it is still difficult to do certain tasks such as proposals on an Ipad. I sure notice I pack much lighter on sales trips since much of the support information I used to carry in hard copy form is now digital and accessible instantly in the field (in the case of one of my publishers, I have instant access to 5 years of back issues in digital form). I’d be interested in seeing feedback on your experiences here.  Thanks for your...

Never Assume Anything When Making A Sales Call!

On a recent sales trip the sales manager of an equipment dealership I work with called me on my cell phone when I was on the way to the appointment to inform me that he had been called out to a major customer and had to cancel the meeting.  However, he did encourage me to meet with the person who will be taking over advertising/marketing responsibilities, a shop mechanic who they were promoting into handling their advertising/marketing efforts. Needless to say, my first reaction was “what kind of marketing manager will a grease-covered Bubba be?” with more than a few chuckles in the back of my head!  I first started to say “no thanks for the meeting” but out of respect and maybe a little curiosity of how you can make a mechanic into an ad buyer, I made the call. I wasn’t disappointed-the individual I was going to meet had grease-stained overalls on-but he was also in his mid 20’s and when he first saw the offerings I had available on our web site he asked the type of questions I would have expected from a seasoned digital advertising buyer!  The end result is that there’s a very good chance at a sizable digital ad buy as the result of this call. Moral of the story:  NEVER ASSUME ANYTHING WHEN MAKING A SALES CALL!  If I followed my initial instinct the chance I had at this business is...

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...

State of the industry (an update)

This article from Crain’s New York Business shows that while overall consumer magazine ad pages are down, publishers still think that ink-on-paper is still a viable business-especially for titles that have longer shelf-lives and for topics that are still best presented on paper (visually-oriented design publications and in-depth technical articles come to mind off the top of my head).  While ad pages are in fact down, the decline is biggest in weeklies that are more topical and therefore more susceptible to digital-based competition. It’s important for our industry to continue to emphasize that “print” does not mean “magazines”!!! Another  point to remember is if your brand is strong digitally, the dollar can be moved into your digital properties – and therefore not permanently lost to your company! Given overall economic conditions it’s still fair to ask if dollars are sitting on the sideline until the outcome of the election is determined. It’s fair to ask-can the typical junior ad rep explain all of this in a coherent fashion?  If you find that for your current sales force the answer is “no”-then give us a...

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...