Why I Never Discount Unsold Advertising Space
Invite companies that generate longterm profits for you and offer them these unused spaces free of charge. Using this method, you define a backup strategy for yourself.
In standard marketing, these spaces are offered to companies with a significant discount. I disagree entirely with offering discount in this way.
One of the prestigious American journals had contacted me and offered me that, “Based on how you operate in business, we can sell a page to you with 50% discount.
Here, any customer realizes that the offered page is left blank and they are making this offer out of desperation. In addition, for the next issues of the journal, customers will wait until the last days to order their ads and get a discount.
I personally provide some pricy services, and I don’t offer any discount, hell or high water, even if some pages are left blank. Such action affects your brand.
The smart thing to do is to give an advertising space to various companies and leave them in your debt ethically and financially. You can both use their help in different areas and consider these companies’ presence as a sign of your event’s credibility.