Post a new topic
    4 Replies Latest reply on Jan 15, 2008 9:52 AM by asdf123

    New company selling advertising in a local guide

    asdf123 Newbie

      We have a local guide we think people will keep because we made it useful. Selling advertising space in it for local home services and more is our task at hand. What is our best approach to business owners? Is cold calling for appointments most effective or going door to door? What other approaches are there?
        • Re: New company selling advertising in a local guide
          Lighthouse24 Ranger

          The most effective way I have found to market something like this is to prepare a prototype edition and print just a few to show potential advertisers. Include a draft of their ad in the guide, even if you have to borrow it from another source like their website, newspaper, or a phone directory. Then show the guide to them so they can see what you're offering, why people will be compelled to keep it, and how it's advantageous (even essential) for them to be featured in there. If the guide is really good, you can even upsell from the "minimum" priced ad you include in your prototype to something larger, with a better placement, etc. Once you sell all the available ad space, you prepare a final edition and print it in volume for distribution.

          As far as making appointments or just dropping by, it depends on the person and type of business. You'll need an appointment to see most office professionals, but you may be better off catching owners who work "in the field" on the fly. Hope this helps. Best wishes.
            • Re: New company selling advertising in a local guide
              asdf123 Newbie

              We did prepare a demo and funny you mentioned, we borrowed ads from other sources. That has been the best to actually show the advertisers a sample of the end product. The challenge is getting that moment in front of the decision maker to pitch the idea. So far, we have had the best results by catching owners "on the fly" like you mentioned as well.. That's so "hit or miss" though and we are trying to make the sales process more systematic especially when hiring new salespeople. I guess I'm just really anxious to get our first publication out. Thanks for your input.
            • Re: New company selling advertising in a local guide
              LUCKIEST Guide
              Good luck with your local guide. Where are you located (city and State) and why did you start this project??
              Is this a FOR profit venture?? Do you have a Business and Marketing Plan??
              Try getting your local newspaper to write a story about what you are doing.
              LUCKIEST
                • Re: New company selling advertising in a local guide
                  asdf123 Newbie

                  We are located in South Florida, started this project because we believe in it and yes, it is for profit. We are constantly working on our business and marketing plan and sometimes get ahead of ourselves. We don't even have our first zip code out yet. I know when we do, expanding will be easier and getting the newspaper to write about it is a great idea. It's the actual method of getting in touch with decision makers, getting in front of them, making your best presentation, having persistent follow up and closing the sale that is our immediate challenge. It's hard to have the patience to deal with trial and error to create the most effective sales process, but that's what will carry us into other zipcodes. Thank you for the newspaper idea!