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Wow! Two blog posts in one week…but don’t get too used to it. With spring conference season almost upon us, it’s time for firms of all sizes to consider carefully if and where to allocate their sponsorship or advertising budgets. Here are a few tips for the most important part of the ad or sponsorship buy: the production and execution or fulfillment of that ad or sponsorship.
So you’ve forked over your four or five-digit check for the right and privilege to advertise in the trade publication. You’ve just signed the insertion order that will ensure it’s your logo that’s dancing above the heads (or on the mouths, if you buy napkin sponsorships) of hundreds of potential prospects, drink and finger-food in hand at the spring conference. You’ve made an ad or sponsorship purchase. It wasn’t cheap. It wasn’t easy. But now, let the good times roll….
Except it doesn’t always work that way, does it?
Folks, with an advertisement or a sponsorship, the work only begins when you sign the insertion order. Just like anything in life, you’re not going to cruise to increased sales just by buying the space. One typically doesn’t buy a vacant lot and call it a day. There’s a reason the advertising purchase is called a “space” buy—you’re just renting the space. And although some publications offer plenty of “helpful” advice on what you can and should do to maximize your return, the fact is that you or your helpful consultant will need to drive this process to get a return equal to or greater than your investment.
Rather than regale you with yet another 50,000 word epic, I’m going to return to list format here. After all, I have to write for my clients, too. So, without further adieu, here are just a few ways you can take that shiny new ad buy or sponsorship…and drive it straight into the ground to produce a flaming wreck.
1. Take the ad rep’s advice on everything (dates, placements, location of logos, etc.) without thinking about it much. There are good ones, and there are bad ones. But their job is to sell advertising. Where selling advertising meshes nicely with promoting your brand, all will be well. But should those goals diverge, don’t expect to be notified in writing of that fact. It never hurts to hear out your ad rep…but be sure you’re actively involved in and making your own decision.
2. Let the publication or the association handle the “creative” for you (produce the ad itself). Don’t they have a conference or publication to produce? Are they going to set that aside to agonize over your ad or sponsorship? Get a pro.
3. Purchase booth space…and then hide in or behind said booth as though bullets are flying. Because they are. It’s called business, and it will be happening in places other than your booth at the conference, too. Take enough people to man the booth…and a few more to work the floor and the breaks. If you can’t afford to, think hard about whether or not you should have a booth.
4. Don’t worry about having a final look at the ad before it’s printed, or your logo or sponsored item (napkin, lanyard, etc.) before it’s placed at the conference. Since we all know mistakes are never made. And the association or publisher has taken extra special care of you, above and beyond its other 15 sponsors or advertisers. And the printer has gone over everything three times, with your particular specs in mind…
5. No reason to know who will be attending the show. They’ll all just come to your booth, right? Demand an attendee list. You’ve paid for it. And remember to look at it. Carefully. Before you arrive.
6. If you’re not a subscriber, don’t worry about getting a “tear sheet” from the publication. Just go ahead and take their word for it that your ad ran. Would they lie to you?
7. Don’t spend too much time on planning and producing the ad itself. Indeed, some of the worst ads in history are still remembered to this day…
8. Don’t bother the association or publication during the conference…they’re busy. How much attention did you have to pay to the good people who paid you for your work? And you used that money how? Know beforehand who your “go-to” representative will be while the conference is going on. No need to be mean or condescending. But be heard. If it doesn’t look right to you, exercise your rights as a customer. Because you’re not likely getting your money back.
9. Keep your suggestions to yourself. Associations and publications are always begging for feedback from sponsors, customers and advertisers. The better the show, the better the publication, the better your return on your investment. And if they couldn’t care less…ask yourself how responsive they are to their readers or attendees, and how much longer the Great Ignored will be readers or attendees…
10. Just roll your logo out and the rest will take care of itself. The more energy you bring to a sponsorship or ad campaign, the more your prospects will respond. That means getting active in the exhibit hall (engage the association or publisher to get involved in your giveaway); promote the conference or the particular issue you’re in on YOUR site or blog, and so on.
That’s just a starting point, as always (I don’t feed my family off of a trust fund, after all). But remember this: “That’s the way we’ve always done it” is a great argument for stagnation. Revisit your ad and sponsorship tactics regularly, and involve other people you trust. There are quite a few creative possibilities out there.