Helping associations achieve success in developing non-dues revenue from advertising sales, exhibit sales, corporate memberships, and web-based solutions.
Client Case Studies
An organization contracted with us to perform an assessment of its marketing and sales organization. Our services included an evaluation of their current sales organization, the compensation program by which the current staff is paid, and an overview of all of the organization's marketing initiataives including its print, online, and face-to-face presence at major industry events. The final report provided the organization with a revised compensation plan which is designed to maximize sales while rewarding success as well as a tactical marketing plan and strategy desgined to place the organization's products and services in the most visible light within the market it serves.
An association serving the aviation industry recently engaged us to conduct an assessment of the advertising sales program currently in place for their member magazine. Our study looked at the competitive environment in which the magazine is currently operating as well as the current sales organization. Our final report included a recommendation to increase advertising rates as well as identified several cross-selling opportunities and sales organization initiatives.
An association serving the aerospace industry employed us to conduct a best-practices assessment of magazine publishing practices and organizational structure. Through a competitve analysis and an evaluation of the organization's current advertising sales managment systems, recommendations were made regarding staff organization and a system for the development and maintenance of prospect lists. In addition, a number of additional sales opportunities were uncovered and developed from cross-selling opportunities with association staff involved with the sale of exhibits and corporate memberships. By instituting our recommendations, this organization is now on its way to successfully taking full advantage of the strong position it holds within the industry it serves.
Following its board's approval, a large environmental association launched an advertising sales program for its membership magazine. Advertising Sales Experts, Inc. was contracted to assess the market potential, identify key advertising prospects and the decision makers in those firms, build a categorized database of prospects, and then carry out an aggressive ad sales campaign within the parameters established by the client. The result is an organized sales program which is developing relationships with the advertisers and their agencies who will be the key supporters of this organization's magazine this year and throughout the next.
New media kit
A major association serving the aerospace industry came to us to assess their advertising media kit, rewrite its content, and redesign it to present the association's magazine in a more competitive light. We performed a competitive analysis of the promotional information utilzed by the competition, collected information about the market, and created a new media kit designed to highlight the credibility of the magazine's content and the demographics of the audience it serves. The new kit delivers the information that advertising agencies need to recommend that this magazine be used by their clients, and its design is a true reflection of the industry the magazine serves. The old rate card contained little information about the magazine, the market it serves, or the profile of the readers who receive it. It was an ineffective sales tool that did not contain the vital information advertisers and ad agencies need. The new media kit is a contributing factor to the revitalized ad sales program serving the needs of this organization.
