Athletic Business
  • Up Next: Buyers Guide 2023
  • Media Kit
    • 2023 Media Kit
    • 2023 Editorial Calendar
    • Audience Overview >
      • Print
      • Digital
      • Why Audited?
    • Specs >
      • Print
      • Website + E-News
      • Retargeting
      • Custom E-Mail
      • Microsites
      • Architect Portfolio
      • Product Spotlight
      • Sponsored Content
      • Video
      • Webinar
    • Packages >
      • Where Do I Start?
      • Custom Packages
      • For Architects & Consultants
      • Premium Partnership
    • Rates >
      • Net Rates
  • Media Solutions
    • Print >
      • Magazine Advertising
      • Cover and Insert Options
      • Sponsored Content
      • New & Improved
      • Product Spotlights >
        • April 2023
        • May 2023
        • June 2023
        • July/Aug 2023
        • Sept 2023
        • Oct 2023
        • Nov/Dec 2022
      • Upcoming Issues >
        • Buyers Guide 2023
        • April 2023
        • May 2023
        • June 2023
        • July/August 2023
        • September 2023
    • Digital >
      • Architect Portfolio
      • Custom E-Mail
      • Digital Focus
      • E-Newsletter
      • Facility of the Week
      • Podcast
      • Retargeting
      • Social Media
      • Sponsored Content
      • Video Promotion
      • Virtual Workshops
      • Webinar
      • Website
    • Our Stats >
      • Print Media
      • Digital Media
    • Testimonials
    • Case Study
    • Our Advertisers
  • AB Show 2023
    • Event Overview
    • Who Attends >
      • Our Attendees
      • VIP Buyer Program
      • Attendee Testimonials
    • Sponsorships >
      • Show Sponsorships
    • 2023 Contract
    • ABshow.com
  • Contact
    • Contact
    • Payment
    • Privacy Policy
  • AB.com
ATHLETIC BUSINESS

MARKETING BLOG

why marketers can't ignore trade media

8/24/2015

0 Comments

 
Athletic Business Trade Media Blog
In my first 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 athletics and fitness.

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.
0 Comments

Your comment will be posted after it is approved.


Leave a Reply.

CONTACT

22 E. Mifflin St., Suite 910
​Madison, WI 53703
​P: 608-249-0186
​E: sales@athleticbusiness.com

What Our Clients Are Saying

"In fact, the Athletic Business audience is so perfectly aligned with our target market that I was even meeting with a prospect when one of our Custom E-Mails through AB was delivered to his inbox and he said, ‘Wow! You guys are everywhere!’ That was a rewarding experience to see one of our advertisements in action."

  –Matt Riggs, Marketing Manager | Sporturf


CONNECT WITH US

View our privacy policy.
  • Up Next: Buyers Guide 2023
  • Media Kit
    • 2023 Media Kit
    • 2023 Editorial Calendar
    • Audience Overview >
      • Print
      • Digital
      • Why Audited?
    • Specs >
      • Print
      • Website + E-News
      • Retargeting
      • Custom E-Mail
      • Microsites
      • Architect Portfolio
      • Product Spotlight
      • Sponsored Content
      • Video
      • Webinar
    • Packages >
      • Where Do I Start?
      • Custom Packages
      • For Architects & Consultants
      • Premium Partnership
    • Rates >
      • Net Rates
  • Media Solutions
    • Print >
      • Magazine Advertising
      • Cover and Insert Options
      • Sponsored Content
      • New & Improved
      • Product Spotlights >
        • April 2023
        • May 2023
        • June 2023
        • July/Aug 2023
        • Sept 2023
        • Oct 2023
        • Nov/Dec 2022
      • Upcoming Issues >
        • Buyers Guide 2023
        • April 2023
        • May 2023
        • June 2023
        • July/August 2023
        • September 2023
    • Digital >
      • Architect Portfolio
      • Custom E-Mail
      • Digital Focus
      • E-Newsletter
      • Facility of the Week
      • Podcast
      • Retargeting
      • Social Media
      • Sponsored Content
      • Video Promotion
      • Virtual Workshops
      • Webinar
      • Website
    • Our Stats >
      • Print Media
      • Digital Media
    • Testimonials
    • Case Study
    • Our Advertisers
  • AB Show 2023
    • Event Overview
    • Who Attends >
      • Our Attendees
      • VIP Buyer Program
      • Attendee Testimonials
    • Sponsorships >
      • Show Sponsorships
    • 2023 Contract
    • ABshow.com
  • Contact
    • Contact
    • Payment
    • Privacy Policy
  • AB.com