Magazine Advertising : How to choose the right firm to do it for you

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Magazine Advertising : How to choose the right firm to do it for you

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By: Meylah Blog

Magazine Advertising : An Interview with Amer Sunny Grozdanic share how to choose the right firm to do it for you

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The advantage of online ads over print ads is scalability in terms of ROI. Though the ad space in print medium comes with a price tag that is on the higher side, the credibility and the reach the print ads offer make marketers stick to them for years. New age marketers are trying to figure out novel techniques that could be put to use to ensure higher ROI from print ads.

Amer Sunny Grozdanic, marketer and entrepreneur from Greater Chicago Area, feels that small businesses do not know 'true' number of how many people actually see or engage with their print ads. His firm Wild Onion Studios creates strategies that enable some sort of tracking. Talking about his experiences about featuring small businesses in magazine outlets, Grozdanic says that “I am much more in favor of digital ads due to the nature of metrics and analytics that come with them. However, print ads can still generate great value to a small business if the right publication is targeted. For the businesses we've worked with, the long-term outcome has been great. Once we eliminated poor performing publications, we were able to pinpoint where to spend most of the budget. We found that six of the nine publications that we were advertising on for our client’s business did not bring returns. We left out those and invested more in the rest that were performing well.” He says that the increase in ROI was admirable. “Since we focused only on three publications, the investment went from $40000 in advertisement per year to little under $20000. However, the scalable revenue returns from the magazines nearly doubled after that adjustment!”

One of the most important things that small businesses can do is to research to collect data. If you don’t have the means to collect data, identify a right marketing company with the capability to do various tests and come up with reliable data on magazine ad expenditure and consecutive ROI. The upfront cost to hire an expert might be a bit more, but you can see significant improvement in ROI in the long run. If you have taken the decision to hire a marketing expert for your small business, Grozdanic would advise you to thoroughly question the marketer’s offering. “Ask questions! What is their value preposition? Is their scope of work limited? What about their referrals? If they claim to work with 30 companies and are only offering three referrals, be careful! The best thing is to ask for their client list and a permission to contact that client yourself. Ask for case studies. They should be able to provide some predictive analytics and goals. Goals and milestones are a must.”

With his vital expertise in the field Amer Grozdanic and his team go the limits for every client. He says that every person in a leadership position in his team was a small business owner at one point of time.

The most important aspect that small businesses should keep in mind is that the measurement of return on investment is just a snapshot in time. In most of situations, it begins as a negative percentage, becomes positive and grows over time. So, they key to the success of your small business is to stay confident. Be updated about the most successful advertising channels and the extent to which they can be depended. It may take several years for a return to become positive. So cultivate the virtue of patience.

Have you started your bit of research for your business’s successful campaigning?

 

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Image Credit : http://wpdev.net.au/cp/wp-content/uploads/2011/07/What-is-public-relations.jpg

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