My company basically only has one product to sell. My question is it worthwhile to advertise in a magazine when you only have one product that retails for $34.95. I've heard some marketing people say no. If it does pay off to advertise, how long do you run the ad. I've done a few ads and have space them every other issue. Any comments from anyone. If you want to see the product go to help answer this please go to the website www.easycoper.com Thanks

Magazine advertising, like every other kind of advertising, really needs to be analyzed in relation to the product. There aren't any hard and fast rules.

In your case, if you were to advertise in a magazine, I'd recommend finding publications that were highly targeted toward construction firms and contractors. I may be wrong, but this doesn't look like a product that someone would just buy for a do it yourself project. If I am mistaken in that, please correct me.

This is a list I found of publications devoted to construction: http://www.mondotimes.com/2/topics/5/business/26. It may be worth investigating some of these publications.

You also might want to investigate trade shows that contractors and construction firms attend. Buying a booth and showcasing your product could be worth your money.

As for frequency, some people advocate being in the same place every month. Others say every other month will do just as well. For the advertising we do with our companies, we try to place ads in issues that have articles which will interest our target audience, but that's just our strategy.

Anyway, hope this at least starts to answer your question.

Kristine, EasyCoper is both ideal for the contractor and the DIY person. We do some trade shows and get a great response. At one of the woodworking shows that we do, we probably have more DIY's than contractors or trades people buying. I've actually only advertised in one magazine and it is the one I feel is best for contractors and homebuilders, since that is my background. Thanks for the link to the mags.

I agree that this product would appeal more to the DIY, especially since it's made of plastic. I can't help you on the advertising decision, however.

My suggestion would be to contact some of your previous customers. Thank them for their order and see how they are liking your product. Then, ask them what trade magazines they read. Ask them if they ever order out of them, and if so, what.

Results: You let your customer know you haven't forgotten about them and get the information you're seeking.

You are already doing trade shows, which is great. I hope you are following up on all your contacts as soon as you get back from the show. The sooner you contact people who have expressed an interest, the more likely you are to make a sale.

Chimpie makes a good suggestion as well. If this product would appeal more to the DIY crowd, contact some of them and ask what they read.

Another idea might be to try and get your product used on one of the DIY tv shows. This might be a long shot, but you never know until you try.

Man I wish I'd known about your product before I did the Crown Molding in My House. I'd definately have bought it as a DIYer. Which begs the question... have you approached Home Depot or Lowes about Carrying it? I know the process can be onerous, but as it's a unique product I'd spend marketing dollars and effort into getting them into those stores.

Now... the key to Magazine Advertising like any advertising medium is consistancy... I'd suggest being in every issue of the magazine you're talking about. Every other might be ok if it's a monthly or a Bi_weekly... a bi monthly or (gasp) quarterly is probably not enough frequency.

Which magazine(s) are you advertising in? Have you considered a national TV Ad on the DIY network during their carpentry related programming? There are Direct Response Media Agencies that specialize in that sort of thing. Kinda like pay-per click for TV.

I read Family Handyman. They always have a section under "What's New" and, of course, they tell the reader where to buy it.

If you already have put it in one magazine, did you measure the results?

I would advertise in every issue - what if someone sees it in one issue but doesn't act on it at the time? When the next issue comes out they can't find it, so they find another solution for thier project.

Just my thoughts.

I think the key is to try the advertisement and set something up so you can track te people who are finding you and buying from you because of your ad. Ads though do take time to work so you want to be consistent in where you advertise and give it a few months worth before deciding if it's working.

I would agree with everyone that the DIY market is the best way to go and looking into Home Depot, Lowes, etc is a great idea.

Also when choosing a magazine thing of the ones that likely customers will read. Again I think DIY magazines are the way to go.