Why Marketers can't ignore trade media

In an earlier blog I recommended David Meerman Scott’s book, “The New Rules of Sales and Service” and explained how it advocates selling through storytelling.

Many marketers already know this, but they’re making one critical mistake. They think they can tell their story and reach potential buyers on their own. It’s a comment we hear occasionally: “Why would I advertise? We have an email list of customers, a website with great information and a social media following to blast our message to.”

Nothing wrong with that.

But what about those buyers out there who don’t know you? The buyers who aren’t on your email list, visiting your website or following you on social media? I hate to break it to you, but there are tons of them out there! And many of them are turning to their industry’s trade publications to guide them through buying decisions.

But rather than take my word for it, here is some powerful data to consider:

In an independent study, media consulting firm Martin Akel & Associates surveyed business professionals across 27 different industries, including marketing, manufacturing and retailing.

A few facts from the study that lend credence to the power of trade media:

• 98% of business media users say they rely on trade magazines and websites to make purchasing decisions.

• 95% of professionals surveyed say they value advertisements in professional media when looking for solutions and which vendors to contact.

• 92% of survey respondents have taken an action* in the last 12-24 months as a result of seeing an advertisement in a professional magazine or website.

• Survey respondents were six times more likely to recall advertisements from professional media (online or in print) than any other resource.

*Defined as visiting an advertiser’s website, contacting a sales rep, sending an email to a vendor, visiting their show exhibit or purchasing a product.

​As I said in my last blog, it’s crucial to be telling your brand’s story and giving potential buyers information. But you can’t go it alone. Trade media is a great way to continue to tell your company’s story and expose that story to thousands of new prospects — prospects with real buying power.

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