Builders Exchange - Why Advertise?

5 Reasons to Advertise

A primer for the construction industry

Construction is a business too often considered to be based on a “lowest bid” mentality, and many in it are skeptical about the value of advertising, especially today when every cost is being scrutinized. Advertising is an intangible, and you often can't measure its value in any meaningful way; so many cut it out of the budget.

Why advertise in BXM?

We are targeted: We're the only commercial construction magazine that targets the entire state of Ohio in reach, with a readership of 20,000 that goes to all the major players in this marketplace.

We are authoritative: We have the backing of the state's preeminent membership construction organization. And our editorial is never for sale-our integrity assures you an objective voice.

We are the quality choice: We pioneered the use of full color and graphic excellence that provides the right medium for presenting your company's message of professionalism and expertise.

But like any other business-to-business situation, it is really a matter of relationships, and it is in these relationships that the quality of a structure comes in. Advertising builds these relationships. Need proof? Look below:

1. To make contact
Research into B2B sales shows that regular sales calls reach only 10% of your customer base. Advertising fills the void for customers who can't be called on regularly. Plus, today's typical personal sales call costs about $259; typical advertising per person reached only about 15¢, and it reaches all of the potential buying influencers within a company, not just a few.

2. To generate leads
A four-year study by Penton Publishing of 350,000 leads created by their B2B advertising showed that:

4 out of 5 inquirers to an ad never get face time with a salesperson.
3 out of 5 didn't know the advertiser made the product before seeing the ad.
1 out of 5 bought the advertised product.

3. To increase sales
The same study found that sales increased when potential customers were exposed to more advertising. Medium exposure (6 x yearly) increased sales by over 80%. High exposure (12 x yearly) increased them by 157%.

4. To lower the cost of a sale
Ads play a critical role in lowering the cost of each sale. It is such an efficient tool that in cases where “high” advertising dollars are utilized, sales costs are lowered almost 25%.

5. To develop brand awareness
Ads build brand awareness. McGraw Hill once did a study that tracked over 2,000 product lines sold through one of their magazines; 600 had been advertised, 1,400 not. The advertised lines had over 250% higher awareness than products not advertised, and the more it was advertised, the higher the gain in buyer awareness.