Signature January/February 2015 - 27

Is your association ignoring potential
ad dollars from agencies and their
clients? A recent study shares
specific strategies on how to do
business with agencies successfully.

W

BY CARLA KALOGERIDIS

hy do so many associations avoid calling on advertising agencies to find new business? It may seem
counterintuitive to go to a third party to make a sale
when the association has built its stronghold in the

marketplace on its own member relationships. Or it could be not fully
understanding how selling to agencies differs from selling directly
to clients. The truth is, you need a balance of both.
At a time when so many types of organizations are publishing and marketing
content - and the options for delivering advertising to potential buyers just
keeps growing - association publishers
can't afford to ignore the potential for
increasing their ad sales by marketing
their brand to agencies, say Jim Elliott,
president of James G. Elliott Co., Inc.,
and Steve Davis, president of SRDS
and Kantar Media Health Research.
"An association often says it
doesn't have any agency business, but if you look, their B2B
competitors that serve that
same industry have plenty
of agency business," points

out Elliott, who is also a member of the
Association Media & Publishing board
of directors.
"The truth is that the association's sales
force is often uncomfortable with multimedia selling and working with agencies,"
he continues. "But you can increase your
market share from agencies if you know
how to engage with them."
Elliott, whose firm is one of the nation's largest outsourced media ad sales
companies, says advertisers often tell their
agencies: Find something I wouldn't normally run my ad campaign in. "They are
looking for fresh and loyal audiences, and
an association publication can be just what
they need," Elliott says.

BA L A NC E
JANUARY/FEBRUARY 16

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Table of Contents for the Digital Edition of Signature January/February 2015

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