MarketingProfs Know-How Exchange : How do we get major advertisers interested in our valuable ad space?

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How Do We Get Major Advertisers Interested In Our Valuable Ad Space?
Posted By: HyperLLC* on 7/7/2004 8:58 PM (CST)	50 Points
We have developed and launched our own digital sign network in a busy shopping mall that includes major department stores. It is a group of 50 inch plasma screens located in the center of our pilot mall. See our Media Kit at: www.matrixdept.com/MATRIXeverywhereMediaKit060704ALL.pdf We were able to sell ads at a discounted rate to local small businesses mostly outside the mall since they were able to enter into a contract on the spot. The in-mall chain stores just passed the info and media kits to the regional directors. No results. We have e-mailed the kits directly to company contacts along with reasons to advertise in full motion right in front of the store their product is in... No response from the emails. They don't like it? Imagine if JCPenney could have their same weekend sale circular cover displayed prior and during the sale to channel people who may not be aware if the BIG sale. What channels do we go through to get advertisers interested in our system? What are the proper steps to take when contacting them? Is our presentation no good?

Posted by: kwinters*	Accepted Answer
7/8/2004 9:35 AM (CST)
My guess would be that if you have no luck at the regional level, get the store manager turned on to how great it is...... I wouldn't make the jump to they don't like it.....I would say thay don't know.....they probably get a million of these things a day, thus, maybe an internal advocate would help (store manager)..... hope this helps....

Posted by: kimbiqua*	Accepted Answer
7/8/2004 12:17 PM (CST)
Most stores already advertise their sales events and specials at the entryway to their stores through signage. Plus they have all the display window space to showcase their wares. Why would they need to pay for more advertising? Their market is already there in the building! I'd say you've got a tough sell. Perhaps you should sell advertising to their competitiors. Try web sites. Car dealers. Movie theaters. Stuff for kids that isn't sold in the mall. Like "I'm looking for this, but they don't have it here... where can I buy it?" Also, social marketing. Public service announcements. City news and business. You've got a ripe market there at the mall, but the mall doesn't need to woo them. So look elsewhere. Best of luck. K

Posted by: aosterday*	Accepted Answer
7/9/2004 9:28 AM (CST)
First, review your message. Are you communicating your value clearly? Is the message stated in a way that the recipient can relate to it? Are you identifying the need clearly? Are you doing so with urgency? Is your price resonable comparred to other media in the mall? Is the kit designed professionally? Is it attractive? Have you calculated accountability and ROI? What are they getting for the service in terms of dollars? Then be persistent. Are you following up the mailing of kits with phone calls to the decision makers? Are you networking? Do you know anybody that might be able to hand the kit to the right person and give a strong recomendation?

Posted by: jbowman*	Accepted Answer
7/22/2004 2:29 PM (CST)
I think everyone who has responded to matrixdept so far has missed a major factor. Everyone so far has gone with the premise that the email campaign worked and the intended audiance got the message and just didn't repond. I don't have much experience in the type of marketing that you are doing in the mall, but I do have alot of experience in email marketing. I can tell you right now that is probably where your problem is. You can't start guessing your presentation and certainly not your product until you try other avenue's of getting your product in front of the right individuals. Keep on Keepin on, and don't get discouraged.

Posted by: admailwiz	Member Response
7/29/2004 9:17 AM (CST)
I agree that the e-mail marketing might have missed it's target. I also suggest that the local store managers are busy and stressed running their day to day retail operations, and are not decision-makers on things like ad space. They can be great influencers though, so a highly targeted Direct Mail program, with a compelling message and offer, delivered in a creative format to stand out and get attention should be designed with the local store manager in mind. A related and similar highly targeted mailing could carry the same set of "value-propositions" about the Return on Investment possible by using your new ad screens; but that should target regional and/or corporate decision-makers who DO have money to spend an advertising. The targeting, the focus on the need of the different potential customers and some effort to make a compelling case for why they should switch and what they get for it would help make such an effort more successful than "just getting the word out!"

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