Avionics News April 2016 - 62

THE

series

MARKETER'S
TIP SHEET

B Y

P A T R I C I A

L U E B K E

How to work effectively
with advertising reps

T

hey're the Rodney Dangerfields of the business
on your professionalism. You can't be a smart buyer if you
world. People feel free to ignore their voicemails;
don't haveĀ a conversation before you make buying decisions.
dodge them at trade shows; stand them up for
In many cases, a publication is a vendor of yours where you
appointments; and generally treat them with no respect.
spend thousands of dollars. It's only common sense that you
They are the advertising sales reprekeep in close touch.
sentatives, the folks who want you
Just say no. The reason why the
to purchase time and space in their
sales rep has left eight voicemails is
various industry publications.
because the rep is going to keep callWhat savvy marketers realize,
ing you until you say no. That's what
however, is that an ad sales rep can
a good salesperson does, and that's
be one of your best resources when
exactly what you'd want one of your
it comes to executing your marketsalespeople to do. Just like a job hunter
ing plan. So much more than just
would rather hear no so they knew the
WHEN IT COMES TO
peddling space, an ad sales rep can
outcome of an interview, a sales rep
EXECUTING YOUR
alert you to a great job opportunity,
can deal with no, as well. Believe me,
MARKETING PLAN.
analyze your marketing strategy,
it won't be the first time they hear the
share industry trends, offer historical
word no. When you say no - and why
insights into what works, and make sure
- the sales rep can back off and develyour marketing dollars are being spent wisely. Here are
op new ways to position their publication more effectively
some ways to take advantage of this personal connection.
to fulfill your marketing goals.
We're all busy. Marketing managers and media buyers
Pay your bills on time. When I was advertising direcneed to take the time to build relationships with ad sales reps
tor of an aviation magazine, editorial staff would often ask
and publishers. It's part of your job. To do your job right, you
if a company was paying its bills on time. Rumors often
can't be too busy to spend a few minutes with these industry
abound about the health (and future) of a particular commarketing experts who share their knowledge and ideas -
pany. Whether the advertising invoices were current was
and form opinions about you and your company. They also
a good indication of the financial status of the advertiser.
influence editors and buyers behind the scenes based partly
As any chief financial officer will attest, the numbers don't

... AN AD
SALES REP
CAN BE ONE
OF YOUR BEST
RESOURCES

62

avionics news

*

april

2016



Table of Contents for the Digital Edition of Avionics News April 2016

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Avionics News April 2016 - Intro
Avionics News April 2016 - Cover1
Avionics News April 2016 - Cover2
Avionics News April 2016 - No label
Avionics News April 2016 - 2
Avionics News April 2016 - 3
Avionics News April 2016 - 4
Avionics News April 2016 - 5
Avionics News April 2016 - 6
Avionics News April 2016 - 7
Avionics News April 2016 - 8
Avionics News April 2016 - 9
Avionics News April 2016 - 10
Avionics News April 2016 - 11
Avionics News April 2016 - 12
Avionics News April 2016 - 13
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Avionics News April 2016 - 16
Avionics News April 2016 - 17
Avionics News April 2016 - 18
Avionics News April 2016 - 19
Avionics News April 2016 - 20
Avionics News April 2016 - 21
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Avionics News April 2016 - 26
Avionics News April 2016 - 27
Avionics News April 2016 - 28
Avionics News April 2016 - 29
Avionics News April 2016 - 30
Avionics News April 2016 - 31
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Avionics News April 2016 - 33
Avionics News April 2016 - 34
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Avionics News April 2016 - 36
Avionics News April 2016 - 37
Avionics News April 2016 - 38
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Avionics News April 2016 - 40
Avionics News April 2016 - 41
Avionics News April 2016 - 42
Avionics News April 2016 - 43
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Avionics News April 2016 - 53
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Avionics News April 2016 - 57
Avionics News April 2016 - 58
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Avionics News April 2016 - Cover3
Avionics News April 2016 - Cover4
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