By: Diana Landau
“We don’t have the budget for that.”
"Management is skeptical about the ROI.”
“We want to focus ALL our advertising dollars on just…..”
Any of these sound familiar? It’s great when advertisers are committed to print or excited about the possibilities of digital. But sometimes, even now, you need to prove to your clients how “either-or” thinking can actually hurt their marketing efforts.
What are the secrets to having successful integrated product conversations? It’s important to remember that you are having a meaningful exchange with your clients. It’s not about you trying to convince them how great your magazine is. It is about a constructive dialogue on how the right combination of your print and digital products will help them maximize their impact (and results) with your niche audience.
Here are 5 tips from our NASBT (Niche Ad Sales Brain Trust) on having a better integrated product conversation:
1. First, ask the right questions right from the start. What are the client’s goals? More specifically, what are their expectations and their current success measurement tools? The answers to these questions will help you both clearly define the desired outcome. You need their help to customize a program that fits all of their needs.
2. Show examples. Make sure you have in your arsenal plenty of examples of digital and print strategies and artwork that has been successful –AND on your different platforms. Show them the ads/whitepapers/video and how they worked together for maximum reach. Coach them on including other content to enhance lead generation.
3. Share success stories and testimonials. Provide your audience data for integrated packages that have worked well and show them why they far exceeded expectations.
4. Share the lessons learned. It’s also okay to share with your clients why certain campaigns didn’t work as well and why, plus solutions for improvement. This can boost your credibility and add dimension to the conversation. Ask them about unsuccessful advertising campaigns in the past and how they would do it differently too.
5. Have your client identify different and new markets of interest. Together, rank them by importance. This will help you better anticipate their needs and be ready to provide solutions for their growth plans.
In your initial product conversations with advertisers you will be tempted to get right to selling. But taking the time for discovery is equally important. So are questions about lessons learned and listening to the answers about where your clients think they are headed. Show clients you recognize and understand their challenges. Your ultimate goal? To begin product conversations that will develop into a long-term, successful advertising relationships!
Author: Diana Landau