Question

Topic: Advertising/PR

How To Market Ad Space In A Directory?

Posted by Anonymous on 8/23/2011 at 10:57 PM ET 125 Points
Hi there,
I was wondering how to market advertising space in an entertainment directory?
The demographic in mind is the lebanese community in my city. The directory will cover a range of businesses required for all lebanese functions e.g. engagements, weddings, photographers, hairdressers, restaurants, receptions, car hire etc etc
My aim is for it to be a one stop shop for the community in terms of entertainment needs. The directory will be in print form and an annual issue will be printed each year. The magazine will not be sold, but freely distributed, as revenue will be from advertisers.

I am unsure as to how I would approach the businesses and how I would propose it to them. So far I've come up with emailing them all a flyer with statistics of the lebanese community including number, age group, number of weddings etc per annum, the exposure they will gain from advertising with the directory. Or are numbers too dry for the first point of contact?Do I need to meet with them if they are interested? And if so, What di I present to them? Do I need to hire a lawyer to broker the deal with clients? Most are small family run businesses.

And one last thing, there is already a general lebanese business directory in my city, which is a 'go to' for the community, where many in the entertainment/function industry are advertising. I feel that these businesses will either take no notice of another directory OR feel that they have to be in it upon seeing that every other entertainment based business will be in it. What are your thoughts on this competitor? Should I approach these businesses differently to businesses which are not in that directory? Or should I not approach them at all?

Thank-you for taking the time to read my post. I appreciate any thoughts/ideas/criticisms you have on my situation.
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RESPONSES

  • Posted by marketbase on 8/24/2011 at 7:33 PM Accepted
    As Randall indicated, there is so much more to consider before jumping into such a "me-to" undertaking, if that is what this is all about. If that is the case, then surely you need to target competitors of the ''"original" directory. I get the impression that maybe your intent is to target the Lebanese consumer market, which is a sub-market of the total market which would make this different product altogether? If so, there is no doubt that demographic information about the Lebanese community can be a part of your sales/marketing plan to potential advertisers. However, qualitative research on this market segment is seriously in order. Your potential advertisers would appreciate knowing what the Lebanese market wants and needs truly are. You can get that information directly from the customers.

    Best of luck!
  • Posted by michael on 9/2/2011 at 2:50 PM Accepted
    A good approach is to directly ask if their participation in the current lebanese directory is working for them. Engage them in a conversation as to why it is not. YOU, I assume, are Lebanese. You can assist them while determining if there is really a need for an additional directory.

    Michael
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