Five Considerations When Asked To Buy An Ad In An Association Directory

Advertising

Bob Weiss
July 2010

Every year our clients are asked to advertise in printed association directories that, at first glance, appear to be perfectly targeted to referral source and clients. For a variety of reasons, we think these ads are of questionable value, and do not recommend their purchase. Below we discuss why the ads are not a good investment and suggest alternatives that will allow you to accomplish your goals.

1. Use of hard copy directories remains in significant decline. Nearly all directories that are published are also available online at the association's Web site. While there are no studies we can cite regarding association directory usage, we do know that the most commonly used hard copy directories, the telephone yellow and white pages, have seen their physical use drop dramatically since the advent of the Internet. The same is true of the hard copy edition of a directory most practicing lawyers today once leafed through, venerable Martindale-Hubbell. In fact, studies show that the majority of Internet searches, including those to your own firm’s Web site, are for contact information-- email, phone number and physical address. The same is likely true for association directories that were once used extensively by members. Today, members go to the association Web site, or to online telephone directories, to get member numbers, email links and physical addresses (if they are not heading straight onto Google.) Also, everyone realizes that online directories are more up-to-date than the annually-published hard copy.
2. Your ad probably won't be seen by those using the hard copy directory. The problem with ads in hard copy alphabetically-organized directories is that they appear in sections preceding or after the various alphabetical lists of members. If a user is looking up someone with a name beginning with B, how would they ever run across your firm's ad that appears after those members with a name ending in S? Why would they ever look at an inside front or back cover? If your ad appears in the middle of the actual listings and is at the beginning, or in the middle of, the section of those with names ending in N, unless the user is going to that section they will never see your ad during the year.
3. Often associations organize ads into special sections tabbed into the back or front of the directory. This is not logical and helps advertisers little-- it transforms a membership directory into a membership-directory-with-a-special-advertising-section of vendors attached.

Exceptions to this thinking you may consider concerning a printed association directory you believe has strong usage are:

1. Buying an ad on the back cover--- better yet, an ad on the front cover if it's allowed. Everyone looks at the directory, either the front or the back, before they open it to confirm they’ve got the correct publication in their hands. (Don't buy an ad on the directory's spine. We have surveyed hundreds of law firms consistently over the years, primarily firms practicing personal injury, which have spent millions of dollars for ads emblazoned on the spines of directories. We don't know exactly why, but ads on the spines of directories just don't generate a response, just aren’t seen.)
2. Negotiate the purchase of small billboard-like banner ads on the top of, say, every 10th page in the directory. This means users will see a brief message about your firm as they use various alphabetical sections of the directory during the year. (This is a great idea, but eventually competitors see the value in it and want to do it, too. The coordination of placing ads at specific intervals can become a nightmare for the association. It has lead more than association to discontinue the program after a few years. But, it's worth a try if you can be first to suggest it to the association approaching you.)

Some firms will say, "Yes, but we want to support the association. We view the directory ad as a contribution so we don't care about the return on investment."

We certainly understand your desire to support an association key to your firm's success (and we hope in which you actively participate.) BUT, we recommend you buy advertising space in the association's periodical--- the monthly newsletter or quarterly magazine, instead. Skip the membership directory.

Many associations, of course, have moved all of their publications online in recent years. That saves them money. It speeds distribution of information and increases relevance. Buying ads on the association’s Web site or e-newsletter is a viable alternative to a print ad.

ALYN-WEISS & ASSOCIATES, INC.
Marketing | Business Development
1331 - 17th Street, Suite 410
Denver, CO 80202

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