Questions to Ask your Advertising Account Executive when Researching New Marketing Options

It’s just about the time of the year when most wedding businesses start to evaluate their current marketing initiatives and consider new options for the upcoming year.  So, I bring to you today the best way I know how you can choose the BEST advertising option that will bring you the most possible new business….. and that’s being in the know.  And being in the know starts with asking the right questions.  I gather most of you are not a savvy marketing director or advertising executive and that you may need some guidance on just the right questions to ask your eager Advertising Account Executive before you sign on the advertising contract dotted line.  So, feel free to copy the questions below and interview away at your next marketing meeting.

First order of business….. Leave all of your assumptions at the door.  Whatever you THINK you know about marketing trends, what brides are doing these days or the most popular blogs and magazines out there.  Put those opinions to the side and listen with an open mind.  Then, to evaluate whether this product is best for your marketing plan ask:

For Magazines and Websites/Blogs:

  • Where do you distribute magazines?  
  • How many magazines do you circulate?  Is that per issue or per year?
  • Who is your reader? How do you reach that reader?
  • Does my print ad include any online ads?
  • How well does your website perform?  What are the monthly unique visitors? What are the monthly pageviews?
  • How often do you update your website?
  • Tell me how you’re involved in social media.  How many followers do you have on Twitter / Facebook?
  • How do you compare with XYC competitors?
  • How do you reach the Georgia (or area specific to you) bride?
  • Can you give me testimonials from current advertisers?
  • What “added value” or “incentives” do I benefit from by being an advertiser?
  • What makes you different than any other local wedding magazine?
  • What type of networking or connections with your other advertisers can you offer?
  • Here’s what my needs/current marketing program are… how does your publication solve those problems and needs?
  • Are your print editions available online as well?
  • Do you have an ipad/iphone or other smart phone apps?

For Blogs: 

  • Who is your reader? 
  • What makes you different than any other wedding blog?
  • How well does your website perform?  What are the monthly unique visitors? What are the monthly pageviews?
  • What “added value” or “incentives” do I benefit from by being an advertiser?
  • How do you attract traffic to your blog?
  • How do you compete with larger online wedding brands or local publications with websites also?
  • How can you serve me better than larger online wedding brands or local publications with websites also?
  • How do you reach local brides in my area?

For Bridal Collectives/Studios:

  • What’s included with my membership?
  • How do you reach the local bride?
  • What type of marketing are you doing to promote the bridal collective/studio?  Am I also considered an advertiser of those places if you are?
  • How many brides visit the storefront/studio per month?
  • How many brides visit your website per month?
  • Why is a bridal collective better than traditional advertising like online or print?

Remember, don’t just interview one source, ask these questions to many so you can compare their features and benefits!

There you go, these questions should kickstart your next advertising meeting into high gear.  Glossy paper, pretty branding and a friendly advertising rep might be what attracted you to the marketing channel in the first place, but don’t let it be what makes your decision.  Instead, making your final decision on where to advertise based on the answers to the questions above will make you a happier advertiser in the end because you will have weeded out the not-so-great options and instead chosen the best, most powerful marketing channel based on the facts.

Related Post

The Seed that “Word of...

If you follow me on Twitter you know I’ve been bitching A LOT about AT&T...

Just when you thought...

Let’s get one thing straight: It’s not my intention to use this blog to sell...

It Happened to Me

Tonight’s a short but sweet message…. This weekend was a whirlwind of Bridal...

Knowing is Half the Battle

In my opinion, advertising and its purpose, are widely misunderstood. In the vast gray...

Analytics for all and for all...

I’m just going to say it….. if there were a Google Analytics for print, maybe...

Results, Relationships and...

The other day I had a conversation with a local business owner who shall remain nameless....

Leave a Comments