Don't rely solely on your sales team to advertise your company's message.
Effective advertising is the face of a company when a salesperson isn't physically present. Through online advertising and radio commercials (on Pulp and Paper Radio International, for example) your company's message can be visible to the entire world 24 hours a day. This type of visibility is feasible only with advertising through companies like Paperitalo Publications.
Through effective advertising, prospects not only become aware of your company name, but also become aware of the products and/or services your company offers. If your advertising campaign is creative enough, perhaps your prospects will remember and talk about an advertisement they saw or heard.
Kay Jewelers, the No. 1-ranked retail jewelry chain, is a good example of a company with efficient marketing. Kay Jewelers reportedly has a 98 percent brand awareness rate, and that has led to $1.5 billion in sales over the last year alone. Their advertising can be described as constant, creative, and spread over all facets of media.
And the results don't lie. Chances are good that when a young guy is looking to buy his gal a necklace, bracelet -- or a diamond ring -- he might not be very well versed at jewelry shopping ... but he might recall the jingle, "Every kiss begins with Kay."
Although Kay Jewelers is a retail company, the same advertising concepts can be applied to the pulp and paper industry.
The goal of advertising is to promote a brand and generate name recognition for your company before you ever approach a potential client. When this is done successfully, your company sales will likely prosper.
I recently talked with a marketing manager who said he relied solely on the work of his sales staff as his company's advertising campaign. I explained to him that through investing funds in advertising, together with utilizing his sales staff, his company would see greater results.
The cost per touch from a senior salesperson calling on prospects is not only significantly higher than for online advertising, but the number of touches made is substantially lower.
If a company knows about your products and/or services before you call, it will be easier to build a relationship and influence the buyer. Through advertising online, your company can be visible to your potential clients whenever they visit industry sites such as www.NipImpressions.com and www.Globalpapermoney.com. Advertising can also lead to prospects reaching out to your company.
Advertising creates name brand awareness in a many ways that salespersons cannot. Salespersons make calls, develop relationships and build rapport with prospects; however, their ability to extend a company's reach in the industry is limited. Advertising, on the other hand, effectively extends a company's reach much further.
Paperitalo Publications has the creative vision and audience to advertise your products and/or services properly and effectively in the pulp and paper industry.
Curt Gifford is Sales Manager of Paperitalo Publications. He can be reached by email at [email protected].
For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
[email protected]
770-367-4823
Helen Roush
[email protected]
937-403-8602
Jim Thompson
[email protected]
678-206-6010
