Operations

A Word About Advertising

Posted on May 1, 1983 by Ann Stanley, VP/Director of Advertising

A man who does not advertise is like a man winking in the dark. He knows what he is doing, but nobody else does.

As the vice president of marketing and advertising for Limousine & Chauffeur magazine, I can relate the fact that no truer statement was ever spoken. For the past several years, I have been involved in selling advertising space in trade magazines and have seen firsthand what the possibilities hold for the businessman who understands the potency of placing his company’s name and what it has to offer before the targeted consumer group.

Whether you own a limousine agency or are a supplier to limousine agencies, the value of intelligent advertising is returned in several ways. You are, in effect, purchasing fame. Yes, word-of-mouth is an important part of this endeavor, but it should by no means be the sole avenue of making your market aware of your existence.

Every company in this industry, from the newest limousine agency to the largest coachbuilder, should have a marketing and advertising plan that matches their resources. It is simply a basic tenet of successfully doing business.

In the area of my experience, companies who have effectively utilized the advertising medium of a trade magazine, such as this one, realized fully the value of such a marketing vehicle. In a trade magazine, there are no wasted impressions; that is, advertising to a person not in a position to buy. A national trade magazine can bring a small, regional manufacturer to national prominence through consistent and creative advertising. It can take a large, nationally known manufacturer and not merely safeguard its market share but increase it.

A trade magazine can indeed work wonders for its advertisers. It generates leads through telephone calls, letters, and programs such as our own Reader Service. More importantly, however, advertising in a national trade magazine provides key back-up support for a company’s efforts. There is no such thing as a “cold call” if a company has developed and implemented a competent advertising program.

Advertising, then, might be considered the handshake and the friendly greeting that precedes any sales pitch. At its minimum level of effectiveness, advertising is that all-important icebreaker. At its best, advertising eventually brings business enough to pay for itself several times over.

Consider your resources. Consider the possibilities. Then, invest in advertising. It brings to light the reason you work so hard.

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