Please Help - Why Won't This Work?? What Am I Doing Wrong???

[Hooman]

Last October, I started making a college girl calendar for my town. My plan was to sell advertising spaces in it, and give it away for free to college students. First mistake I made was going all out with initial costs. Hired a really professional photographer, great make-up artist, rented a location and made the entire set from scratch, got some really nice girls, etc.

Initial costs were really high. But I still thought I could profit since my prices were less than 1/3 of any other local advertising.

I made a sample calendar and started going around to local business owners. I chose businesses that cater to a mostly male audience, such as bars, auto garages, pizza places, gyms, clubs, etc. and plenty of other businesses.

I dressed very nicely with slacks, dress shirt and tie. I had a professionally made pricing sheet with benefits, pricing, etc. Most of the businesses thought the calendar was too risque/provacative...which I found really hard to believe since it's not a bikini/swimsuit calendar - it's actually quite conservative/covered (see pictures below).

Then the interested ones thought my price was too high. I realized I don't have too much time, so I cut my prices in half. Again went around to a few more, they still thought my price was too high, so I cut my prices by another 64%. I thought what the heck, let's just see what they think now. I just got frustrated and felt like I've spent 8 months and all this money, who cares about profit, I've come this far, I don't want to quit.

Okay, at this point, I'm charging $200 (or they can make any offer) for a 12"x2" (the blue banner spots) space plus a 1.5"x1.5" spot (purple squares). The calendar itself is a 12"x12" which is 12"x24" when opened up - like a poster. Everything is 100% guaranteed for an entire year, and it includes free ad graphic design and free website ad space, and their business name on the back of the calendar. Each calendar also comes with a free bookmark. I've been planning to print and distribute 4,000 copies of the calendar for free - handed out directly to students.

Keep in mind, most of the businesses have been aware in advance that I'm showing up. They have been seemed interested, either from the comments of an employee or a manager, before I speak with their owner.

My prices are less than 1/10th of ANY other local publication. I am giving them a 100% satisfaction guarantee for 365 days. I am letting them give me offers. The calendar is very professional, and in fact, here are the pages (it's based on the 08-09 academic year):

Cover: http://slocurves.com/ads/cover.jpg
Inside page: http://slocurves.com/ads/inside.jpg
October 08: http://slocurves.com/ads/october.jpg
November 08: http://slocurves.com/ads/november.jpg
December 08: http://slocurves.com/ads/december.jpg
January 09: http://slocurves.com/ads/january.jpg
Februry 09: http://slocurves.com/ads/february.jpg
March 09: http://slocurves.com/ads/march.jpg
April 09: http://slocurves.com/ads/april.jpg
May 09: http://slocurves.com/ads/may.jpg
June 09: http://slocurves.com/ads/june.jpg
July 09: http://slocurves.com/ads/july.jpg
August 09: http://slocurves.com/ads/august.jpg
September 09: http://slocurves.com/ads/september.jpg
Back: http://slocurves.com/ads/back.jpg

In all honesty I have absolutely no clue what I am doing wrong??? I have met with over 100 local business owners and they have not been receptive to it. From day one, I started this project because I thought it would be a cost-effective ad opportunity for local businesses. I didn't do it to meet girls. I didn't do it for the money. If it was for money there's a hundred other things I could have done for a sure-fire profit. I did it because I really believed it could be beneficial and provide value to everyone involved. At this point though I feel like crying because I've spent almost a year working on this, and for a measly $200 (or any offer), local businesses don't want it.

[Hooman]

I honestly feel like printing 1000 copies on my own, no advertisers, and straight up dissing the business owners on every single page like this:

"This empty space is brought to you by one of the very special and close-minded local business owners of San Luis Obispo. This exclusive space could have helped a local business save lots of money in advertising to local college students. Unfortunately, $200 was too much for them to invest in a 24 square-inch color advertising space for an entire month backed by a 100% satisfaction guarantee. Too bad most San Luis Obispo business owners prefer to burn their marketing budget on advertising that costs more than ten times as much and includes no guarantee."

[Mega B]

The links dont seem to work ???

[Hooman]

The links dont seem to work ???

They should work fine.

[teenbizcoach]

Hi Hooman,

Bummer to hear of your situation. Here are just a few suggestions I have:

1. First thing you should NEVER lower your price. You did the math to recoup your costs and make a profit and when you negotiate and lower your price people would believe it was a rip off in the first place. If they say the price is too high, they don't see the value however, that is their loss, you need to walk out the door and not come across as 'desperate'.

2. What problem do you solve for the marketplace? It is not a matter of your advertising is 1/10th the cost, it's a matter of how many customers that they can potentially get from their investment. Seems you need a one page sell sheet that speaks a little more about the demographics of your market. How is an auto salesperson going to see the return on his business? It is not like he will get 1 service customer a month...or will he? You might have to help him think of his offer. You might be thinking he can make sales with a college student oil change for a flat rate with student id card. He may think how many college students need or have money to repair their cars? Focus on things that you definitely know that college students would buy regularly i.e. food, clothing and services and maybe you can add another dynamic by bringing them in the information age as well (many small businesses don't market through this channel). So offer to post an audio interview use a free teleconference line to record the call and also do a write up on your blog (or website) that talks about how they serve the college market and the community.

3. If you can't sell the ads, try to put a positive spin on the calendar and maybe you can focus on individual college entrepreneurs in your area and some of the things they are doing and give them advertising exposure for free or a very nominal fee. Then ask student marketing & business groups on campus if they would like to sell the calendar as a fundraiser. Recoup your costs and tell them anything they sell over XYZ dollars they can keep the difference.

And the next time you decide to pursue one of your bright ideas...take preorders first ;-)

p.s. links are working for me & perhaps you should have a female sell your calendars.

Cheers.

[Mega B]

Hooman i was not joking i have tried those links in F/Fox and IE and they still dont work,i hope it all comes good for you mate but i was not extracting the urine for sure.

Mega.........

[Hooman]

1. First thing you should NEVER lower your price. You did the math to recoup your costs and make a profit and when you negotiate and lower your price people would believe it was a rip off in the first place. If they say the price is too high, they don't see the value however, that is their loss, you need to walk out the door and not come across as 'desperate'.

You have a good point here. I think I came across as desperate to a few businesses probably. However, at one point I realized I could either come across as confident and not sell any ads, or I could look desperate and just at least break even. In which case, I chose the latter. Because I figured if I lower it, at least the people I haven't shown it to yet will not know it's lowered. They'll think it's the original price. (since I was printing a new sheet each time).

2. What problem do you solve for the marketplace? It is not a matter of your advertising is 1/10th the cost, it's a matter of how many customers that they can potentially get from their investment. Seems you need a one page sell sheet that speaks a little more about the demographics of your market.

I'm usually quite humble, but I have to say I had a beautiful demographics sheet that showed all of this:
http://img254.imageshack.us/img254/3...raphicsth3.jpg

As you can see I've shown how much students spend each year, which is a lot more than visitors (it is a college / tourist town). I've also shown that 57% of college students are males, which shows that a calendar like this would be effective, as well as how much they approximately spend each year/month on various products and services. All of these are from a studies done by my school, which I illustrated.

How is an auto salesperson going to see the return on his business? It is not like he will get 1 service customer a month...or will he? You might have to help him think of his offer. You might be thinking he can make sales with a college student oil change for a flat rate with student id card. He may think how many college students need or have money to repair their cars? Focus on things that you definitely know that college students would buy regularly i.e. food, clothing and services and maybe you can add another dynamic by bringing them in the information age as well (many small businesses don't market through this channel). So offer to post an audio interview use a free teleconference line to record the call and also do a write up on your blog (or website) that talks about how they serve the college market and the community.

On the other side of the same sheet, I described the precise benefits of the calendar, which I also explained more in person, verbally:
http://img508.imageshack.us/img508/6823/sheetji8.jpg

Compared to a newspaper or magazine, this doesn't get thrown out daily, it's on a wall for 30 days, 24/7. It will be viewed likely more than once per day, by more than one student since most students live with 2+ roommates. Also, to measure the return on their ad, there is a space for a 3"x2" coupon. As opposed to typical coupon books, this coupon will be in a highly visible position for 30 days, making it more likely to be used. And I also offered a free bonus of showing them how to use Facebook to grow their business, as I am well-versed in using Facebook to market.

Other ideas I have presented to them is to have a calendar signing at their place of business, so having the girls there would attract lots of customers to their store. Plus, free website advertising. And it's all guaranteed, no-questions-asked. No other publication in this entire area guarantees their advertising. Once you pay, it's done. I would give them all their money back if they asked, because I just wanted it to help their business.

3. If you can't sell the ads, try to put a positive spin on the calendar and maybe you can focus on individual college entrepreneurs in your area and some of the things they are doing and give them advertising exposure for free or a very nominal fee. Then ask student marketing & business groups on campus if they would like to sell the calendar as a fundraiser. Recoup your costs and tell them anything they sell over XYZ dollars they can keep the difference.

Thanks for your response and these ideas. I will likely try something like this.

And the next time you decide to pursue one of your bright ideas...take preorders first ;-)

If there's anything I've learned so far, it's this. Research first and make absolutely sure that there is a demand before I dive in. I was too foolish to assume it would work just because it's worked for others in other locations. I still can't understand why it's not working here though.

[Hooman]

Hooman i was not joking i have tried those links in F/Fox and IE and they still dont work,i hope it all comes good for you mate but i was not extracting the urine for sure.

Mega.........

My apologies for snapping at you. Try these alternative links:

Cover >> http://img187.imageshack.us/img187/9325/covereb4.jpg
Inside page >> http://img187.imageshack.us/img187/5755/insidezx4.jpg
October 08 >> http://img363.imageshack.us/img363/9259/octoberco9.jpg
November 08 >> http://img144.imageshack.us/img144/350/novemberbz5.jpg
December 08 >> http://img144.imageshack.us/img144/848/decembervm7.jpg
January 09 >> http://img144.imageshack.us/img144/4133/januaryge5.jpg
Februry 09 >> http://img514.imageshack.us/img514/3290/februarypp8.jpg
March 09 >> http://img185.imageshack.us/img185/3820/marchoc8.jpg
April 09 >> http://img185.imageshack.us/img185/6673/aprilrd8.jpg
May 09 >> http://img185.imageshack.us/img185/5839/maymf5.jpg
June 09 >> http://img185.imageshack.us/img185/9796/junerb7.jpg
July 09 >> http://img185.imageshack.us/img185/3601/julyvv6.jpg
August 09 >> http://img209.imageshack.us/img209/898/augustdk4.jpg
September 09 >> http://img209.imageshack.us/img209/6...ptembergd6.jpg
Back >> http://img209.imageshack.us/img209/7154/backcw1.jpg

[Mega B]

Hooman,Houston we have lift off they all work a treat !!! This is just my take on it but i reckon you will sell them and more if you add them to a Adult type of site people,just my suggestion as that is your market i am sure of it !!!!

But you would have to get them advertised know as people are placing orders for 2009.

[jasaunders]

Being a good salesman and selling people on things they feel slightly uncomfortable with is tough. One thing you are missing is that there is a rule in advertising, and that is: Never pay the rate card prices for an advertisement. There is rarely a time when anyone ever pays the rate card price, all advertisements are almost always negotiable. for magazines, newspapers, tv, radio, always negotiable, and often very much so. So you probably should have stuck with your original listed prices, but negotiated down in person with the business owners.

Other than that, I don't see anything specific going wrong. You just have to sell on the fact that this is better than their current advertising. Know where they currently advertise and tell them in person why the calendar is better (larger ads, its up on someones wall for an entire month instead of being thrown out, etc...).

People don't like to buy from something unproven or unknown. The hardest part is getting started. If you really want to have this be successful in the long-term, you may have to take a hit now and just get the calendar out at a loss and ensure its a big hit with a wide distribution. It will be easier next year.

[FormPay]

Hey hooman,
You may just be looking in the wrong places, How many copies do you plan on making?

[zharlene]

I personally feel the calendar images are quite wrong for the college demographic, it's almost close to soft core pornography. If I were to distribute something like that in my university I'd probably get expelled.

I feel you've approached the right businesses for advert spaces though.

[matt_15]

Maybe you should have gone to the businesses before you spent all the money.. and asked them where they currently advertise, and find out if they are interested in advertising in calenders.. and then IF you had secure customers, gone ahead and used up your money.

[mbrand2222]

Have you thought of hiring an older person to do the face to face sales. Sometimes people are just unfairly uncomfortable with a younger person. Just wondering if this may help you because I think you have a good idea.

[Fanatik]

I agree with mbrand. You have a solid idea and calendar. Although some of the pics seem a bit risque (you need to remember sexual harassment -- if ANYONE is uncomfortable with that calendar on display in that business, it must be taken down). I think you're hitting the right businesses in possibly the wrong way. Maybe you'd do well having someone older doing it? Maybe the pitch itself needs tweaking? Whatever it is - I dont think it's necessarily the product... it looks nice and I'd buy one. Put my business on there? If I were an automotive shop, yes. Something else? Eh, I dunno.