Associations or B2B publishers, have you ever considered changing ad sales agencies? The potential new revenue opportunities and fresh ideas is exciting. The actual agency transition process, however, can be pretty daunting. AdBoom Advertising, our ad sales agency, has had its share of transitioning associations in and out. We have compiled what we've learned over the years below. We hope it can help makes your transition a little smoother.
Common Reasons Associations Change Ad Sales Agencies
A Bedford Group Consulting firm study found the average client-agency relationship tenure in 1984 was seven years. In 1997 it was 5 years. Today it’s less …
The Masters wrapped up yesterday, which got us thinking - many of the factors that contribute to a golfer’s success also lead to success in an ad sales presentation. So consider this, for a better golf game and more effective sales presentations:
1. Know the course – Every golf course is different and so is every prospect. There is no one-size-fits-all in golf or in ad sales. Familiarize yourself with the prospect’s industry. Know what’s going on in their company. Assess their needs and identify the benefits you can provide to fit those requirements before you pitch.
2. Remember that less is …
Social media has evolved. It’s no longer just a way for students and young adults to communicate with each other, it’s now become a viable way to promote and market products and services for brands and in some cases even associations. But social media can be more than a communication platform for your brand. It can also be valuable resource for filling your B2B and association ad sales pipeline.
There are plenty social networks and all of them function in different ways, thus appealing to different audiences. Research has shown that while Facebook, and increasingly Instagram, are effective lead generation tools …
If you are the publisher of an association magazine or journal, you’ve likely already had the conversation. You’ve weighed the benefits, the pros and the cons and came to some decision. If you haven’t already, it’s likely coming soon. That question is whether or not to transition your print or digital publication to a digital platform. The urgency with which your publication should be considering a print to digital migration depends on a few factors:
How tech savvy is your audience?
How often are they accessing content online?
How profitable is your current print product?
Can you afford to make that transition now?
Here is …
Your annual conference is a great place to immerse yourself in your industry via workshops, connect with association members, and have a lot of fun. It is also an excellent revenue generating opportunity for your organization. From registration fees to refreshments, sponsorships to swag bags there are limitless chances to increase your advertiser’s exposure and in turn your organization’s bottom line through conference ad sales.
Here are a few suggestions to make your event more profitable whether you are throwing the event or simply just participating:
Get creative: Look beyond just registration fees and booth rental for the exhibit hall for creative …
When your revenue-generation team begins vetting firms for ad sales representation, ask yourself this question: What else can my ad sales firm do?
It’s no secret that an ad sales team can help bring in event sponsorships and advertisers to your association or B2B organization. But perhaps you were not aware of the other contributions they can bring to your ad sales and overall non-dues generating program.
The Value of Investing in an Ad Sales Firm
These days ad sales firms, like AdBoom Advertising, are providing additional value to their clients by becoming one-stop-shops for all things ad sales-related. This offers associations and …
Some see the growth of digital as a killer of traditional ads. Much to the contrary, they actually offer yet another way for association and B2B publishers to promote their organizations and earn non-dues revenue. It also offers a great way to promote your offline marketing events and publications with cross-media integration
What Is Cross-Media Integration?
Consumers are surrounded with marketing messages. The number ranges anywhere from 5,000 to 13,000 messages per day depending on your source. With so many messages, marketers have gotten pretty adept at tuning them out. For a marketer to stand out, it is necessary for them to …
AdBoom Advertising supports associations and B2B publishers with print and digital ad sales representation. As part of our suite of services, clients regularly rely on us to transition their print publications to digital formats.
Optimizing content and ad products is only part of this process. The change to a new medium also provides advertisers with powerful new insights into the performance of their ad buys. For this reason and others, long-term success in digital ad sales requires a different approach than print in managing advertiser needs and expectations.
Accountability Systems in Print Ad Sales versus Digital
A recent study of B2B organizations found …
They are being hunted: companies that market to an association's membership, that is. Within a short span of time, the same association may approach a single prospect with a host of opportunities:
Association publishers may offer print and digital advertisements.
Conference promoters may try to sell a company an exhibition table.
The association's education team may pitch sponsorship opportunities.
While each can drive revenue for an association, they also have the potential to pull resources and dollars away from one another and to exhaust the interest and goodwill of a prospect. This is the concept of cannibalization.
Don't let the fear of cannibalizing your advertisers …