Motion Control Marketing – Commentary – “When Is the Best Time to Run an Ad, Send out a Product Release, or Publish to a Blog?”
To start with, let’s look at the first part of the question, “When Is the Best Time to Run an Ad, or Send out a Product Release?”
The obvious or simple answer is: When your message will appear on the desk or desktop of a prospect who is ready to make a purchase decision, and write the purchase order!
But, the answer is never that easy, or is it?
First let me say, from studies that have been made on purchasing decisions, “There is no bad time!”
This has been especially true if you have a product for sale to American, Canadian, and/or Mexican Companies. There is no problem now nor was there a problem in the past.
However, twenty years ago, perhaps even as recently as five years ago if you were offering your product for sale in a European country, I would suggest not doing anything during July and August. Save your advertising dollars, as almost all of Europe seemed to go on vacation during those months. However, conditions change, and with it the once cherished “6 Week Vacation!”
As European companies recognize the need to function in a global market place the need to keep the doors open longer, or not closing them at all for “6 Weeks” is becoming the new business model. So even for Europe, there does not seem to be a bad time any more.
But let’s get back to the question, “When is there a best time?”
There is no simple answer such as 2nd quarter or 3rd quarter.
Research by the Chaners Publishing Company showed that advertisers found only a 3.6% variation in response to their ads during an entire year when examined by quarters.
The Study examined 8,951,633 responses.
The results were by quarter:
January – March 26.1%
April – June 26.9%
July – September 23.7%
October – December 23.3%
Why the fluctuation? Why wasn’t the fluctuation greater?
Some of the interesting questions we will explore in later blog postings.
Simply, there is no “Best” time and this is important, there is no “Bad” time to run an Ad or send out a Product Release! This is true especially if you have a new product! Send out the Product Release as soon as the product is ready! It will take 6 to 8 weeks or more depending on when a Editor reviews the release and what the cycle is for assembling the magazine by the publisher. When the Product is ready send out the release!
Print Business to Business magazines have an important place in marketing.
Internet – Websites and Blogs
However, something else has also changed. The Internet is now an important factor to be considered. Most companies now have Websites and more and more companies now have a Blog. Your company website can be in front of a prospect 24-7 365 days a year! (As long as the prospect knows you have a Website and/or a Blog.)
I love Blogs! Blogs are great. Blogs are a wonderful forum for presenting Product Releases, White Papers, Application Notes, and company news. Since you are the Editor, your whole Product Release can be published with a picture large enough to be seen. White Papers help to establish a company as a leader. Followers of companies go to blogs because they expect them to have the latest information, and now with smart phones and tablets that information is always available. Designers and engineers don’t leave their work at the office. If they have been struggling with a problem they are going to be looking for an answer. In the evening, on the weekend, they are turning the problem oven in their mind. Make sure they have the latest information available 24-7! Blogs that high light capabilities get attention.
Print or Internet
Don’t think space advertising in B2B magazines is no longer important! Business to Business (B2B) magazines are still read, and relied upon for information. Additionally most B2B magazines are available in print or on-line. Many marketers view the print B2B magazines as a means to enhance the image of a company.
The internet is also important and perhaps because of lower cost is becoming the 1st choice of many companies (see “For Higher Sales Increase the Reach and Effectiveness of you Website!“)
Motion Control Marketing Websites to consider for advertising:
Have a comment or need help with an Ad, Product Release, Website, or Blog send an E-Mail to:firstname.lastname@example.org and say, “We need help with promoting our products!”