MARKETING SPOTLIGHT Don’t Run That Ad! (un BY JONATHANWARD


is often the first thing to go. However, if you look at some of the strongest busi- ness-to-business brands, you’ll see that many have one thing in common – when everyone else was hiding in tough times, these companies maintained a presence in theirmarkets.


W What did they know that others seemed to have missed?


They understood that in order tominimize the impact of econom- ic troubles, you really have to maintain your market presence. And that when competitors are disappearing off the radar, it’s a great time to gobble upmarket share. But how do you do this with a shrinking marketing budget?


Here’s the first article in PT’s three-part series that will help you get themost fromyourmarketing dollars.


Evaluate Your Marketing Effectiveness It’s important to look to CPM(or cost per thousand impres-


sions) when trying to maximize the use of your marketing dol- lars. Plus, it’s good to remember that in a down market, every advertisement you run will have even greater impact. Why? Simply because there will be fewer ads, meaning less


E ARE ALL FEELING THE impact of today’s uncertain and tumultuous global markets. And when times get tough, spending money on marketing


“noise” (i.e., content unrelated to parking).To plan you nextmar- keting campaign or media buy, it is important to run analyses of which publications hit your target audience most effectively. Using the effective CPMis a great way to compare the cost of disparatemarketing activities and/or publications evenly. To get started, you need to understand the difference


In a down market, every advertisement you run will have even greater impact.


between normal reach (of circulation) and effective reach.Going back toMarketing 101, “reach” is the number of people amarketing activity touches. In the ad busi- ness, this is often referred to as the circulation of a given publica- tion.


The difference between the


normal and effective reach is that the latter includes only those peo- ple who might buy from you


(your target audience). Therefore, the effective CPM(eCPM) is a calculation of the cost per thousand based upon your effective reach. For example, the CPM for running a full-page, four-color


advertisement in BusinessWeek is $108,400/675,000 read- ers/1000 = $160.59 per thousand reached.TheCPMfor Parking Today is $2,940/14,850 readers/1000 = $197.98. So, it would seem that BusinessWeek offers the better CPM ($161 versus $198 per thousand readers reached). However, if you eliminate all thewasted coverage thatBusi-


nessWeek includes – knowing that there are only about 14,000 parking industry decision-makers – the eCPM becomes $108,400/14,000 /1000 = $7,742.86 per thousand! Now, when you compare BusinessWeek’s $7,742.85 eCPM to ParkingToday’s $197.98 based on each publication’s ability


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MARCH 2009 • PARKING TODAY • www.parkingtoday.com


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