Question

Topic: Advertising/PR

Submitting Articles To Trade Journals

Posted by Anonymous on 1/21/2004 at 2:23 AM ET 125 Points
I'm encountering a roadblock with senior management about the practice of submitting articles about our company and projects to various trade journals. These are typically written from the perspective of our customers or partners. There is a concern that competitors will read these and attempt to win away our customers. I believe that informative, well-placed editorials will solidify our relationships with our partners because of the added exposure they'll receive. I'm looking for ideas that will get us the industry presence to grow the business, without unduly risking our best customers.
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RESPONSES

  • Posted by ReadCopy on 1/21/2004 at 2:37 AM Accepted
    You are right, its a brilliant opportunity and I have placed lots of Advertorials in the UK trade press over the years.

    Two points strike me:

    1. I assume your not including full financial and solutions information
    2. Try to use a non customer or partner advertorial in the first instance to get their confidence up (use a senior manager talking about the business in general and how to pick the best company (yours of course) and position it as a consultation piece to prospects.

    ADVERTORIALS:
    The following may be form a useful arguement for you:

    1. Every day, you customers are approached by competitors. Either through direct sales, DM, event invites, exhibitions, PR or advertising/advertorials.

    2. Without maintaining a mass presence - particularly in the media - your customers will question whether they have made the right choice in your company. This could lead to concerns such as "maybe they are not as financially secure as they told me, I rarely see their name in the press".

    3. You need to keep their share of mind

    4. You need to appear to be on a level playing field with your competitors (in terms of awareness)

    5. Maintaining a media presence will drive better and easier acquisition.

  • Posted by Blaine Wilkerson on 1/21/2004 at 6:04 AM Member
    I agree with Andrew.

    Your customers are being bombarded by the competition from all angles on a daily basis. Since they are "senior" management, they should know this...or at least you would expect them to..LOL!

    If your competetion is producing journal articles and maintaining media presence while you sit back "secretly" guarding your intel and client base, your clientel may shrink due to the perception that your company may not be up to par with other alternate firms.

    I just read what I typed so far and it is basically the same as Andrew! Not my original intention but I suppose that means you have 2 people supporting you with the same argument!

    I second that notion!!! LOL!!!

    Good luck with the all knowledgeable "senior" management!
  • Posted on 1/21/2004 at 10:33 AM Accepted
    Good day,

    When talking with your management team, discuss how writing for trade publications allows your to put your "Business Value Out Front" instead of dragging it behind you. Most firms marketing pulls behind them their business value discussing why their better than their competition. Usually, this is worthless marketing approach because prospects just don''t believe you.

    But, by writing for trade publications, you will position yourself as specialists and show value first to business prospects. This value forward method of communicating will shorten your sales cycle, and eliminate competition because prospects will just seek you out because of your expertise.
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