THIS Is How You Sell "Directory" Listings &"Ads" (Add Value)

[netmoney1]

Ok, so a few days ago I saw a thread where a "permanent advertising spot" was being sold to dentists for $200. There is no ROI because there is no traffic to the site. Why anyone would do this is beyond me...

BUT...I saw a perfect example of how you can not only provide VALUE but also BANK...

I am traveling today...I am sitting in an airport as I type this...I wanted to get it on here while it was fresh in my mind.

Check out this snapshot of an ad in the US Airways Magazine:

They are listing off the "Greatest American Steakhouses"....their logo...website address...and phone number...

The design of the ads sucks....but that is not the point.

They also have the website www (dot) bestamericansteakhouses (dot) com at the bottom.

I checked the URL in ahrefs and moz quickly....it is bare...minimum link building...BUT....the ad probably drives some traffic.

Now...lets get to the good stuff...

I have NO idea what a full page ad costs in the US Air Magazine (I already emailed them because I can think of some good uses already!) but for shits and giggles I'm going to guess $10,000.

Now, those steakhouses aren't going to cough up $10 grand for a full page ad, but I bet they will pay $1,200 a month for their listing within the ad and on the website. I see 14 steakhouses listed (lots with multiple city locations) so, lets say 14 x $1,200 = $16,800.

That website costs virtually nothing to maintain...so that leaves $6,800....now to take it a step further why not spend $2,800 of that on PPC....that STILL leaves you with $4,000 profit. Now do this in 10 segments in different publications, ect and you have $40k profit rolling in monthly.

The client is happy...they are getting legit exposure through the magazine and the PPC spend.

This just goes to show you that you do NOT need to cut corners and provide bullshit like "directory listings" and "ads" that deliver ZERO return.

Get creative and then you have a client for life...

Ok, back to people watching at the airport

 

[BusinessMagnet]

Awesome! I never thought we could market this way. Normally people don't even know that they are listing in authority site or just a BS domain. If everything goes well, we can even change domain in next listing and attract new clients.

 

[kingbrend]

It's all about delivering value... you put out crap and that's what you get back. It's a simple concept really.

 

[Yank in the UK]

Really interesting observation and twist. Thank you for sharing. I hope you find out how much they charge for that full page ad. Like you say, the profit could certainly be there.

Quick edit - was able to find their Media Kit online with prices. Still room for profit.

 

[netmoney1]

Really interesting observation and twist. Thank you for sharing. I hope you find out how much they charge for that full page ad. Like you say, the profit could certainly be there.

Quick edit - was able to find their Media Kit online with prices. Still room for profit.

I just shot a email to the address in the magazine - didn't even see reference of an online media kit. What do they have the going rate of a full page ad?

 

[Yank in the UK]

I did a quick search on G for their media kit. For 1 month = 22K, but 12 month deal down to 18K.

Hell, 14 clients at $2,500 is not a bad set up.

 

[netmoney1]

Yeah just saw it...pricey but still doable. "Hey steakhouse want to pay $22k or $3k?"

 

[Yank in the UK]

Exactly. Plus, you never know how many business men are flying due to corporate functions. One ad alone could bring in thousands from a corporate party, etc. Again, great find buddy. Thank you.

 

[Moosey]

You're a genius.

 

[CosmicSoundz]

You will also need to educate these people. They THINK that ad is the THING to do when in reality its a terrible purchase especially for that price.

I find it annoying trying to educate people so they understand what is really happening with their investment.

 

[netmoney1]

You're a genius.

Lol, nah...just observant

You will also need to educate these people. They THINK that ad is the THING to do when in reality its a terrible purchase especially for that price.

I find it annoying trying to educate people so they understand what is really happening with their investment.

Just show them why it's ridiculous to spend $22k on their own full page ad and sell them on all the benefits of only spending $3k for print exposure, online exposure, and ppc, etc.

There are so many angels to work....

 

[jinsandy]

its a great idea; you are technically building a cross channel marketing mix.. instead of uniques you are driving "This publication has X viewers that fit ABC audience" through different mediums.. I know clients love that idea (if they can afford the idea of brand awareness)

An agency told me this as an idea, that might be worth floating: For ads online, remnant traffic is now in the hands of RTB exchanges.. but this isnt the case for billboard.

OOH is still very inefficient market. what this agency did was it would call the billboard companies towards the end of the month and see what spots they have that are still unsold. They would bargain for a discount on these spots. Everybody wins: Clients get OOH exposure, Agency makes a thicker margin and Billboard gets some money rather than nothing.

Im not sure if this works for print IMO, but it beats buying premium.


p.s. im a fan of morton's steakhouse fyi

 

[Sombrero]

Very interesting idea OP, I'm pretty sure this is not a new concept but it makes me think a lot regarding advertising.

 

[netmoney1]

Very interesting idea OP, I'm pretty sure this is not a new concept but it makes me think a lot regarding advertising.

Of course it's not new - this is just a prime example of how it's done the correct way

 

[HeRBaR]

This is the BEST part

Get creative and then you have a client for life...