Question

Topic: Advertising/PR

National Magazine-what To Expect?

Posted by Anonymous on 5/12/2009 at 11:01 AM ET 25 Points
Hello all!

My company, which is a start up tech company, is about to run an ad in Realtor magazine, subscription of 1.1m and readership of about 3.5m. The entire market however is only about 2 million, but the magazine does capture about half of that.

I don't know what to expect. Our offer is strong and needed in the marketplace.

We only have 5 salespeople now. Is there a possibility that we may be overrun from one ad? What kinds of conversion rate is ordinary for national magazines?

Any ideas, thoughts or concerns are appreciated.

Thank you!

Brad.
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RESPONSES

  • Posted on 5/12/2009 at 11:19 AM Author

    To answer a couple questions, we are going to run a full page ad for about a year (7 issues).

    Our intent is to make the phone ring, or drive them to our website.

    I just do not know what to expect in this situation, and don't want to under estimate the need for sales staff.
  • Posted on 5/12/2009 at 4:22 PM Author
    Sure, we provide lead generation to Realtors via internet marketing.

    These are the numbers that were provided to us by the magazine, and were supposedly audited.

    Brad.
  • Posted by Tracey on 5/12/2009 at 5:08 PM Member
    At a previous company, I ran ads in a similar pub (tech ad for the mortgage industry). I highly doubt you will be overrun with interest. I would recommend a couple tactics so that you can measure leads generated from this ad --

    Use a dedicated phone number, so you can track # of calls in. Use a dedicated URL if you can. If you're putting an offer in the ad (which I recommend), use a code.

    And I would also try to get an article or a quote into the magazine.
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