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Generating Leads with Classified Ads
Classified and Classified
Display advertising are powerful methods of lead
generation for many industry brokers and intermediaries due to
their relative
low cost and response relationship with websites.
Creative classified advertising can serve as a bridge between more
costly display advertising and simple directory listings. You are
probably noticing that more and more magazines are providing
classified sections. The publishers of magazines are acutely
aware that businesses simply cannot afford the higher cost of
display advertising. To meet this new demand, they are
offering areas of their publications dedicated entirely to
classified advertising.
Classified
Ads
are Extremely
Economical
Additionally, you will be able to
save even more by accepting a
frequency
discount.
This
means that if your 30 word ad costs
$30 per month for one insertion, it will drop to $28, $25 or even
less if you agree to insert your ad
each month for some
future
period, say 3 to 6 months.
The more frequently you run you
ad, the less is the cost per
each insertion.
The cost of your
classified ad is based on the number of words, the number
of lines, or the number of column inches
depending on the publication.
It will also depend on the
circulation of the publication you have chosen to place it.
Other
additions to the cost may depend on color, font (print) size,
or
the location on the page
or in the publication.
Where to
Place Your Classifieds
The term
classified refers to advertisements that are placed within
pre-determined categories according to the type
of product being offered.
Advertisements for your services
will generally be placed in sections that are categorized by
loans, business finance, business services, etc.
Since
the
classifieds are scanned by people requiring some specific
product or service, they can be an excellent source of
hot leads
for factoring, purchase order financing,
or equipment leasing.
For
business owners seeking these services,
reading the
classified
ads
are as important as reading
the body of the publication or the headlines on the front
page. Since
classified ads reach people that are already
shopping, it is important to ask
yourself,
“If I were a business owner in
search of capital, where would I look?”
The answer
is anywhere and everywhere since most readers have already
been turned down at the local
"money
supermarket"
(bank).
One of the benefits of classified
advertising is the virtually unlimited number of affordable
publications available for publishing your ad where specific
demographic groups can be targeted.
Magazine advertising, and in
particular trade magazine advertising, allows you to reach many
specific market segments with little waste circulation.
People buy magazines to read and spend time with them,
unlike newspapers which are generally just scanned quickly for
news.
Magazines tend to
involve their readers, and your ads should do the same.
When you begin to explore possible publications in which to place
your ads, you will find many magazines you are not familiar with.
Spend time researching numerous publications and pay
particular attention to those with well laid out classified
sections.
Those with small, one or two page sections show lack of
readership.
Advertisers tend to advertise in magazines that "pull".
Stick with publications that have numerous ads under the
Business Services or Business Finance headings.
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A Great Medium
Classified newspapers are a great medium for your small
classified ads and often will provide your first
commission-generating accounts.
Even better, many specialty advertising companies
(available online) can place your ad in multiple publications with
circulations of well over 1,000,000 readers for very reasonable rates, usually only
$300-$400 per insertion.
This makes advertising in classified ad newspapers a
powerful marketing option considering the lucrative trailing
commissions paid to consultants on each new factoring account
generated.
There are many web sites where you can glean
additional information regarding submissions in classified ad
newspapers including:
▪
www.advertisingresults.com
▪
www.americasmedia.com
▪
www.cnhi-can.com
▪
www.nationwideadvertising.com
▪
www.thriftynickelads.com
Trade Magazines and Publications
Almost without
exception, every business type has at
least one major dedicated publication for that industry.
For those marketing on a
business-to-business basis, trade publications represent a
valuable advertising medium. Taken as a group, they are usually
considered "must" reading for decision makers in any particular
field. If
you have a friend that is employed in a sign
fabrication shop, for example, ask him if his employer has any old
trade publications in the lobby or around the office that you
might have
Almost all manufacturers subscribe to trade journals from
their particular industry.
Ask friends or acquaintances who are employed in the
following industries for copies of old journals
or visit
www.mediafinder.com for access to over 70,000 publications.
Search for publications directed at:
• temporary service
providers
•
publishers
•
metalworking industry
•
machine tooling
•
commercial
printing
•
textile
industry
• construction
•
furniture and
fixture manufacturers
•
food
distributors
•
building
materials
•
trucking and transportation
•
biomedical
industry
•
contract freight
• automotive parts manufacturing
•
cosmetics manufacturing
•
resort and leisure industry
•
pulp and paper
•
wholesalers
•
specialty parts fabricators
•
janitorial services
• industrial products
• electronic parts and components
• computer products
• engineering
firms
•
advertising for
print and media
• medical equipment manufacturers /
suppliers
• chemical manufacturers and wholesalers
•
government suppliers
• heavy equipment manufacturers
•
agricultural products manufacturers
• rubber products
manufacturers
• semiconductor assemblers
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