Business-To-Business

The business-to-business category is often the most challenging because it requires non-traditional thinking. It can also be the most rewarding, for the very same reason.

Track Record Highlights:

• A client with an advertising program in place for several years had watched sales steadily decline for five quarters prior to contacting MediaSolutions. Up until this point, the client had relied on running larger-space ads with less frequency. MediaSolutions recommended utilizing a one-page, four-color format, increasing the number of publications, and upping frequency in the publications throughout the year. The client was thrilled when sales were positive by 33% in a negative economy.
  
  
• An example of how it really helps to talk to the right people. Initially, this client targeted 28 SICs to launch advertising against – with an extremely limited budget. MediaSolutions helped focus the list to the top-eight SICs. A strong schedule of publications was recommended for the eight targeted vertical markets along with one horizontal publication (to provide umbrella coverage of the eight core markets as well as future target markets). Within three years, the budget – reflecting the dramatic rise of sales – was sufficient to cover all 28 categories originally targeted and to open the door to the possibility of consumer advertising.
  
  
• Heightened competition within the category was causing flat sales for this client after years of prosperity. MediaSolutions created a national contest which was advertised throughout core vertical-market trade publications. The contest broke through the generally conservative trade advertising, created a buzz in the industry and, subsequently, reenergized sales.

Bottom Line: MediaSolutions thinks marketing (i.e. big picture) as well as media and excels at stretching the impact of client dollars through strategic advertising placement.

© 2004 MediaSolutions