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INDUSTRIAL ADVERTISING FOR PRODUCTS AND SERVICES | |Do's and don'ts - the difference between marketing success and simply wasting a lot of money.
Foreword: Much of what we are going to tell you in this discussion is going to be different from what you will likely hear from many other sources. The truth in advertising is: 'There is very little truth in the advertising industry.' Much advertising advice is based on what is best for the agency or account executive - not the client or their product. Read, heed and believe! You are being treated to the results of 45 years experience, with all size budgets, selling and marketing in the industrial technical world.
BEST BUY
Editorial publicity is far and away your most effective form of advertising. It is the sweat equity of the ad business. We mean writing and publishing press releases, problem-solving case studies and technical feature articles in the thousands of worldwide trade and professional journals published each month. This is the way a small company, with a small budget, or no budget at all, can have their product or services news become known worldwide, and quickly. The major expense involved - some time - some writing skills - some postage stamps. As your free editorial efforts get published, the quality, quantity and source of reader inquiries will point the way to the right publications worthy of your paid space advertising dollars. That is smart market research.
A GOOD BUY
Space advertising is generally most cost-effective in vertical-oriented (profession dedicated) trade publications. For example, if you make live centers for CNC automatic lathes, you would normally have better results from a small paid advertisement in Automatic ...