Only 1% of advertisers follow BtoB magazine’s advice

In the September 11 issue of BtoB magazine’s “Chasers” section, “Ads that move people . . . to the Web,” the magazine states:

“Print advertising’s most important role in the Internet era may be to drive readers to a company’s Web site. It’s there that b-to-b advertisers can do branding, selling, and just plain informing with the kind of depth that can’t be done anywhere else.”

The magazine then shows four print ad examples that either do a good job of getting people to the Web or not. My favorite — the Microsoft ad which listed the special URL right in the headline: “Find tools and guidance to defend your network at Microsoft.com/security/IT.”

If the job of print ads is to get people to the Web, then most of the ads featured in BtoB magazine need some help. Of the 31 ads listed (not including the ads in the special HR anniversary section and BtoB’s ads), only three drive readers to the Web with OFFERS.

Another four get prospects to take the next step in the sales process with a mail/email/phone call offer, so I’ve included them here. The companies running direct response ads are:

USPS — BRC for “Inspiration Kit” stuck directly to the ad. Very clever.

One Source — Free trial offer when you call or email.

GlobalSpec — You can get their free media kit at www.globalspec.com/results.

Harte Hanks — Sign up for a live webinar at http://www.citdb.com/.

Capterra — Another call/email offer: $50 credit to first time customers who mention B2B.

United Business Media — Download a case study at www.cmp.com/ca.

General Growth Properties, Inc — 20% discount when you mention the ad by March 17, 2007.

What’s the big deal, you’re asking? BtoB is 100% correct! The job of B2B print ads IS to get people to the Web — or at least it should be with today’s shrinking budgets and higher exepectations on the part of management.

Targeted URLs and offers let you measure response to specific campaigns and push prospects to take the first step in the sales process by identifying themselves. Plus, why spend all that money on a media buy and not know if you’re getting some bang for your bucks?

Wouldn’t it be better to say to your boss, “We spent XX to run an ad campaign in BtoB and from that we had 150 people sign up for our Webinar. Of those, 55% were qualified prospects;” versus, “We spent XX dollars on a BtoB ad campaign but we can’t really measure response.”