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Sales Tip: Use A Print Campaign Win to Win Internet becauuse Hybrid Media is More Powerful Media
 
    

    Magazine advertising sales people have a big advantage when selling digital ads to their clients.  When a magazine campaign is planned in 2011 and beyond, there is almost certainly a digital campaign coming down the pike behind it.  Digital planning comes later because the lead-time to get it into media is far shorter; 90 days for monthly magazines compared to a week or even less for digital.  When a magazine wins the business, that win should give the sales person a big advantage to sell the Internet campaign onto their site because research shows buying media from the same brand online and off is more effective.

   Dynamic Logic, the advertising effectiveness research company, is widely considered the best of breed.  In What Sticks, authored by its President, Rex Briggs and Greg Stuart they pointed out the critical importance of creating a ‘surround sound’ message and delivering it through the same media brand in multiple channels.  This idea is so important, let me quote them here:

“Until we discovered this surround-sound marketing effect at work with online and magazine ads, AstraZeneca  was following a very logical approach based on the media-mechanics principle that ‘says go for broad reach and minimize frequency duplication.’  It was steering away from buying ads from companies that had both a magazine and online for the same media (such as Prevention and Prevention.com).  The reasoning is that a marketer gets too much duplication.  However, given the way that magazine and online advertising worked together, in concert, we found more value in using the combination of both."

   Every print sales person, selling online too, should be following every print sale with an online sale to the same brand.  Using the evidence above,  which can be further corroborated with other case studies from Dynamic Logic print sales starts with a head start to win many a digital RFP if they use it.

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