How not to get ripped off by advert salespeople

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Guest Post by Quail By Mail

As an independent fashion blogger or boutique owner no doubt you have recently experienced extra-crunchy-credit-crunchiness

–either on a commercial level or on a personal level. If you must advertise to get yourself noticed, here are some points to consider from someone who has recently seen it all:

Tip 1

If you only have an online presence it's not worth venturing into print advertising

Why?

It requires too much action from the inspired reader to actually get to your site. They have to drop the mag or flyer, run to their PC, log in, type in your web address and only then start to ooh and ahh your content. It's horribly expensive whether you have a one-hit campaign or a multi-campaign. Think and be sure!

Tip 2

If you want to take a punt at hardcopy magazine advertising remember that marketeers skew their figures to impress you.

Huh?

Magazines worth their salt have paid up subscribers who receive their copy in the post. How many actual subscribers do they have on the books? In relative costs it costs a magazine peanuts to print of a zillion mags and place them in newsagents, where more likely than not, those magazines are fodder for recycling. Often a salesperson will say they distribute thousands of copies–find out the facts and details and don't assume all copies get read, far from it!

Tip 3

Scrutinise and question all claims by a web referral companies that they are awesome.

Why?

So you've spotted an exciting online place to put your online ad. It might look awesome but who else knows about the place? Check up on the power of their SEO (site engine optimisation) for yourself. If a website is naffer then you, then they really are naff. Good place for some basic checks: http://www.smartpagerank.com/ What you pay must be worth it to you, not them!

Cheers!

Shauna
Quail By Mail

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6 Responses

  1. Ashe Mischief

    Great post, Shauna! I particularly loved the point about marketers beefing up their numbers– fashion isn’t the only place that this happens. Working in the arts, there is always number fudging in order to increase sponsorship and donor interest, increased eligibility for grants, and more. Both groups are doing it for survival purposes, but that doesn’t make it any less sketchy.

    Reply
  2. Bargain Queen Sara

    How about the other way we get ripped off: when companies place ads (or when we earn affiliate commissions) that they never pay for?

    I think we all keep quiet about it when it happens to us and the offenders get to sucker other fashion bloggers too. I’d love to ‘name and shame’ a couple of companies, but so far, it only happens in face-to-face conversations.

    Reply