It's happened to everyone. A rep from a magazine, newspaper or television station calls up with a great advertising opportunity. "Great placement!" "Special issue!" "Last-minute deal!"
The check is written. And it fails miserably.
And in the process, the marketer has fallen victim to a classic marketing mistake. Ad buys should be timely, considered and well-planned investments, fully integrated with an overall marketing strategy. Ad reps don't know the marketing strategy, so how can they possibly know if it's a good opportunity? Not to mention that discounted media is usually discounted for a reason (i.e. it's not prime real estate, left overs, etc.). Don't let them try to sell you something that isn't on strategy.
Trilix is a full-service advertising agency headquartered in the Midwest with expertise in helping manufacturers market effectively and drive sales success. Learn more at www.trilixgroup.com or email Todd Senne at tsenne@trilixgroup.com.