ARmy Rumour SErvice

**Thai_exile** · 03-05-2012, 03:43

Originally Posted by IndependentBoffin

Thanks for your advice.

Here's what I know:
1) Approaching individual Defence Ministries abroad is costly and cold calling is unlikely to yield results.
2) I am inclined to agree with the salesperson's pitch that the people responsible for making procurement decisions for different armed forces read journals like DMJ or Military Technology, or have subordinates who do it for them.
3) Military Technology charge several thousand euros for a half-a-page ad, DMJ are offering slightly better value for money.
4) I can't afford a stand at a Trade Show and neither do I have the charisma to be a salesperson there.
5) I can not think of any other conceivable way of reaching international markets - Far East, Middle East, etc.
6) As a start-up company, I ought to look at how the big boys are doing things and emulate their successful patterns of behaviour where personal principles and resources permit. One of the things big companies do very well is marketing. One of the things I do none of ... is marketing.
7) 4 years of doing things the quiet way - no sales. Time to change tack.

After my previous reponse to your original post, I have just noticed this one. I am sorry to be blunt, but I am afraid this indicates that you really are barking up the wrong tree in trying to "go it alone". Point 5 above shows you have little concept of conducting business internationally. That is what internet marketing is about. I operate in the Asia Pacific region and I get enquiries about our services through our website from as far afield as Africa, the Middle East and Central Asia, as well as our target area. That is how you reach these markets. I have spent days at trade fairs with all the right kit, but sales success has been nowhere near that generated by the website, in which we invest a lot of resources.

You say you haven't got the charisma to sell. Some of the best salesmen I know don't have "the Charisma" as you put it. They have knowledge of the product and can execute the sales process, which can be learnt. Once you have made a few sales, the confidence comes which evolves into the "Charisma". If you feel you can't do it, then you need someone on board who can. An advert, whether hard copy, through TV or radio, or even the internet does not "close the sale". That has to be done by a face-to-face meeting: "People buy People".

The successful companies rely on previous sales to make new sales and their marketing strategies reflect that. 60% of our business comes from previous clients and a further 30% comes from recommendations from previous clients.

Look at post #4 from Cloudbuster. That is probably your best alternative at this time. In the meantime, do your market research to give you either the foundation for a strategy on continue your own, or to go along to a possible partner and say "This is what I have got"

Good Luck!

**DavidBOC** · 03-05-2012, 04:40

I have never been in sales but a few comments on advertising from someone who grew up around that business. My dad was advertising director of a major US magazine. Their primary competing magazine had nearly twice the circulation of dad's. However dad's did have a more upscale readership. All magazines survey their subscribers on a regular basis as to what business they are in, what they buy regularly etc. and the salespeople are given this data. If one of dad's salespeople was trying to sell ads to Mercedes they would make sure they knew what percentage of their readers buy luxury cars and what kind and the same statistics for competing magazines. If the other magazine has twice the circulation as dad's but 17% of the competitors magazine readers buy luxury cars but 47% of dad's buy luxury cars them dad's magazine would be a better way to sell Mercedes. A Cadillac driver is more likely to buy a Mercedes than a Chevy driver.

They sold lots of ad space to manufacturers of heavy manufacturers equipment as they had lots of readers who were business directors who bought that sort of thing. When you talk with magazines be sure to ask about their readers, who they are, where they are and what sorts of positions they hold. If the magazine wants the sale they will provide the information you need to make an informed decision.

Also, do not be afraid to ask about where the ad will be placed in the magazine, some locations are more desirable than others. Across from the lead story or lead editorial is good but many magazines require a commitment for a repeat cycles of ads (13 times a year, 26 times a year etc) for choice locations.

Also remember that an ad may not make a sale for you but can generate inquiries. Also, if an employee goes to the boss and says "Sir, we should look into these new iBof Widget removers" it can help if the boss has seen ads and at least has hear of the product or vendor.

No idea if this helps but I hope it does. Good luck.

**IndependentBoffin** · 03-05-2012, 07:55

Alright thanks for your advice guys.

I've pulled out of the ad. The thing which tipped the balance for me was that there was no hard evidence that the multi-thousand £ investment in a magazine ad would result in sales.

**JoeyDeacon** · 03-05-2012, 08:20

Originally Posted by IndependentBoffin

Alright thanks for your advice guys.

I've pulled out of the ad. The thing which tipped the balance for me was that there was no hard evidence that the multi-thousand £ investment in a magazine ad would result in sales.

Thousands ? What's the rate card for a page then ?

**Wordsmith** · 03-05-2012, 08:51

Hate to ask, but this isn't the 'negligent discharge preventor/substitute baton round' you had a thread about a year or so ago?

If it is, no amount of advertising/internet presence will help....

Wordsmith

**IndependentBoffin** · 03-05-2012, 09:34

Originally Posted by JoeyDeacon

Thousands ? What's the rate card for a page then ?

Depends. With Military Technology I was quoted several thousand euros for half a page. A four figure sum was the amount for a page on DMJ, but I understand from a friend who worked in a magazine publisher before that there are many factors that goes into this such as how badly the editor wants the page filled and how close he is to the publishing deadline.

**Mr_C_Hinecap** · 03-05-2012, 09:49

Save the pennies and do a trade show - split the cost of the stand with another small setup if you have to. Get your web presence up. You need people to know what you do and where you are. There is no point being a really clever bloke in a shed if nobody knows what you do in your shed.

**IndependentBoffin** · 03-05-2012, 09:50

Originally Posted by Wordsmith

Hate to ask, but this isn't the 'negligent discharge preventor/substitute baton round' you had a thread about a year or so ago?

If it is, no amount of advertising/internet presence will help....

Wordsmith

Yes it is, but I have simplified and improved on the design a lot, and will be testing it again soon. I expect it to retail for around £10 per shot now. Flight stability and consistency has been improved.

**Wordsmith** · 03-05-2012, 10:07

Are you still propelling it using a live round?

Because firing anything towards demonstrators using a live round is inevitably going to result in someone being killed when the 'baton round' either accidentally falls off the muzzle before firing, or is omitted due to the stress of being in a riot situation.

Wordsmith

**JoeyDeacon** · 03-05-2012, 10:23

[QUOTE=IndependentBoffin;4377434]Depends. With Military Technology I was quoted several thousand euros for half a page. A four figure sum was the amount for a page on DMJ, but I understand from a friend who worked in a magazine publisher before that there are many factors that goes into this such as how badly the editor wants the page filled and how close he is to the publishing deadline.[/QUOTE]

Spot on - offer £350 when they are on deadline and I suspect they will take it - ask them to include a banner on the website homepage and see if they will do a company profile on your biz too. No loss if they say no - you'd decided against it anyway