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2005

Guidelines to Using Buyer’s Guides and Directories
By Bob Milroy
President
Alexander Marketing Services

Do you wonder if it is a good idea for your company to invest in display ads or paid listings in buyer’s guides and directories? If so, do you wonder how much your company should spend, and where to spend it? Here are a few things to consider when making these decisions.

First, is the type of product you sell purchased by a large percentage of the circulation of the buyer’s guide/directory publication? If the answer is “yes,” it is likely a good idea, as long as the publisher can provide good, solid evidence of shelf life and use. If the answer is “no,” you may want to consider taking advantage of a free listing (if offered) and call it a day.

Second, is your type of product typically purchased through distribution? If so, chances are the buyer simply calls the distributor and doesn’t use directories. In this case, take advantage of the free listing and stop there. But, if most of your sales come from direct channels, or you get involved in most sales even though you have distributors complete the transactions, directories can be an excellent, low cost way to steer prospects your way.

Third, ask yourself if the investment in a directory or buyer’s guide is as good an investment as something more pro-active such as a regular ad insertion, a postcard deck mailing, or even a single direct mail piece. Directories and buyer’s guides should be judged solely on their ability to generate response, not for awareness or image building. They are reactive by their nature.

Now, assuming you’ve determined a buyer’s guide/directory ad is a good idea, what about size and color? First determine what your competitors are doing. You’ll want to meet or beat them. The most dominant ad will get the most response. In less important categories, you may be able to get away with a bold listing. But, overall, remember dominance is the key to success.

Finally, make sure the publisher can provide facts about who will be using/reading their publication. And, make sure any buyer’s guide or directory has a long shelf-life and people use it often. If all that is in order, you can rest assured you’ve spent your marketing money wisely.

Bob Milroy is the President of Alexander Marketing Services (AMS). Alexander Marketing Services, Inc. (AMS) is a full service, business-to-busin ess marketing services company that is exclusively dedicated to the “hard stuff” — technically complex products and high value services with complicated selling propositions requiring specialized and sophisticated communication. Founded in 1965, AMS operates a full-service office in Grand Rapids, Michigan and Chicago, Illinois. The company recorded capitalized billings in excess of $32 million in 2005 and is among the top 50 business-to-business agencies listed by BtoB Magazine.