The ad insertion orders are the orders for construction media advertising that mark the decisions at the end of a discussion between Construct Marketing and the client.
Eight ad insertion orders sit filled out, ready to send to the publishers, pending the green light from the client. The summary sheet for the 2019 campaign is in the hands of the client. The sheet is Draft 4.0 and contains the 2018 and 2017 campaigns in adjacent columns. Information for each media space include cost per ad run, issues per year, reach, cost increase if any, suggestions for cost reductions, discounts if any, and any other info for decision making. That’s the goal: Intel, data, and mature information processed to enable informed decisions by the client.
That’s how we drill down to take advantage of industry listening, metrics and guts – not just ours, but the client’s as well.
Some of the discussion points covered include
- How do the new prices compare to the previous cycle?
- What cost-cutting measures are available from issue leapfrogging to ad size reduction?
- How often do you read each of these magazines?
- Digital: What percentage of Full ad campaign will we spend.
- What’s the role of digital in the campaign?
- What do your clients read? Let’s find out.
Preparation for actionable Ad insertion Orders by Construct Marketing includes
- Circulation? Seriously? That’s a nonsense number. How many are printed, how many are mailed? How many are distributed at industry events?
- Digital Ad measurement: How many are viewing the page with the ad? How many clicked the ad?
- Google ads: Metrics for the previous cycle.
- I need a better rate, better placement, a better deal. What editorial opportunities should I be aware of? I have a press release coming out soon by the way…
Opportunities to provide copy/stories/editorial, while not quid pro quo for advertising, should not be overlooked. Construct Marketing’s relationships with various construction industry publication editors are an asset. If we can get some copy space to tout client news and accomplishments, we will.
For the Construct Marketing client, having the intel, history, paperwork, and Q&A served up and actionable is something they’re used to.
That’s how we roll.
Don’t just advertise for advertisement sake. Today there’s so much a company can do to maximize advertising ROI. Ain’t ever gonna be perfect, but whatever we can do to squeeze value out of advertising dollars, we will.
For the Construct Marketing client, having the intel, history, paperwork, and Q&A served up and actionable is something they’re used to.
That’s how we roll.
Clients first.
Construction Industry Advertising: Digital or Print?
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