Expert: Jenny Freitas - 7/16/2001

Question
Hi Jenny,

I know time is valuable, so I'll get right to it.
I have a sister that owns several insectaries throught the U.S. and Canada. One of her specialties is producing the fly parasite (used to control flys around live-stock).
I'm trying to find the best places, on the Web, to advertise her insectaries. I'm not having to much success at it.
Can you give me some advice as to where to place her ads, and what to expect as far as the cost of placing ads.
If you can help me with this, I would be forever grateful.

Thank You,
Larry  

Answer
Larry,

I'm not sure that advertising online is what you need to do.  Your sister has a very specific audience and the best way to go about that is through her current contacts and expand that way.  The first thing I would look for are the particular trade magazines for that industry.  Your sister probably already has them, reads them, and knows which ones are the best.  First check to see if they have an online leg of the publication.  Then look into their advertising, of course there is always the print option, which tends to stick around longer than an online banner ad.  What I was originally referring to through your sister's contacts was creating a partnersip with a particular company: Someone who would have a similar audience or someone who would be in the vertical market (ie:  someone else in the livestock industry who would not be in direct competition with your sister).  In creating a partnership, you want it to be mutually beneficial, so whereas your sister would be looking for clients...maybe you offer a certain percentage of what she makes on clients coming from that particular partnership.  Their are a million different ways to negotiate it, you just need to find out what the partner company wants.

Good Luck with your advertising!