So I called to place my first direct mail display ad today and I think I made a friend. The ad lady started going on and on about different programs and a 12 month contract, etc. I told her I wanted to run one ad, one time to test it out and see what the results where. She told me that I wouldn't see results froma single ad and basically felt like she was saying I was wasting my time and money. I explained that I wanted to see if I got any response at all because if the phone doesn't ring once I know I'm off the mark. She said fine and would fax me over the contract. I know she wanted me to committ to a multi month deal but I'm not about to sign up for a year of ads without the slightest idea if they work or not.

Go figure, I can't even give my money away.

Is this pretty typical response I can expect from Ad people?

Yea, they'll all try getting you into signing a 12 month deal. Brainwashing from Madison Ave gets people to believe that running an ad once won't work... you better give them lots of money and maybe it will start working sometime in the distant future.

I've gotten into arguments with people over it before because they wanted a guaranteed number of runs.

I just get the 12 run rate (it's usually a big discount) and it cuts out the hard sell from them. Then if the ad bombs I just stop running it. I've never been sewed for breaking the contract and I don't know anyone else who has (a lot of people do this).

Hope it helps.

It is just frustrating when you're trying to take action and people are like -you friggin nuts.

I'm not worried about it - I got a plan, and I'm working it. If it works then I'll run it again, if not then I'll get out before the house of cards comes tumbling down.

Thanks for the advice and I might try that next time.

If you're not swimming against the current then you are probably headed in the wrong direction.

I work for one of my local magazines and what the lady says relates to the '7 contacts' theory.

IE It takes up to 7 contacts for a potential customer to buy your product or service.

Advertising for 12 months not only increases your chances of getting those 7 contacts, you're also getting a good deal than you would if you decide your 1 ad is successful and then go for more.

With all the other bumf out there that is surrounding your 1 ad, people may not see it, unless it's there for longer.

However, the lady shouldn't have been so pushy. That loses business. It's your decision at the end of the day.

Amen to that.

TimCastleman your ad lady sounds like many people out there - she wants a big contract to boost her with little regard to what it means for your business.

If she had explained the repeated contact theory as MissMaster did, she would've at least seemed intelligent & rational. Instead she sounds like she was pushy and insensitive to you, her customer. I wish more people would invest in properly serving their customers instead of being out to make a buck as fast as possible.

And good luck with your ad! Let us know of your results.

I know that I have read more about advertising than she has and I totally understand and agree with her point. My point is I'm the one writing the checks and I'm not going to lock myself into a long term contract if my phone doesn't ring once from this ad. If it fails I'm out the money and the pride and that's it. I'll get a chance to try something else.

TC

Absolutely! As a customer it's all about what you want because you're paying the bill.

"She told me that I wouldn't see results from a single ad" (she's just wants your money)

You should see some results right away (if your ad is good). If you don't get any response right away, it probable won't do good in the long term

Always a good idea to keep a (good ad) running, not everyone will respond right away.

Anyway you can test ad with the internet, post cards, flyers, etc.

For branding, she's right

For direct response, she's wrong.

I'd stay polite, yet persistent and professional, about your desires and intentions with your ads in her publication. These people are after all key players in your business.