There are some basic questions you should always ask when a sales person calls your business wanting you to do marketing with them. Here are some basic questions and what to look for in an answer.

Are your demographics independently audited? By who?
A lot of media will be very quick to tell you numbers on their audience that can look very appealing. You need to verify that the numbers they gave you are from an independent source, i.e. Media Audit, Verified Audit. While these numbers can still be spun to look better than they are, at least you'll know they are closer to accurate.

Are your audience numbers independently audited? By who?
A lot of the smaller, local media do not have their distribution or audience size audited. They estimate their audience by an industry average. If in print, you need to verify that they print the number of publications that they say. Have them show you a print bill over the last three months. This area can be very touchy, but needs to be looked at closely. Online companies should be able to show you their demographics easier, but they will filter the numbers to only show you what they want. Make sure you drill down deeper in the information they give you.

Do you have testimonials from customer similar to my business?
Numbers are a starting point, but again, even with accurate numbers, they can be spun to highlight their strengths and hide their weaknesses. If the media is an existing one, they must have customers who can tell you if it has worked for them or not.

Even if they are able to give you testimonials, it is always good to call a few of their other clients that you have seen or heard advertising with them. This way you may get feedback that they will not tell you. Is their billing a problem? How is their customer service?

Summary:
These are a few of the questions you should ask. We can help you dig through more to make sure you are not only getting what you pay for, but you also have some feedback if it's worked for other businesses. 
In addition, not only should you verify what they tell you, but you should also compare it to the audience that you are looking to attract.

Does a media have an audience that you don't have but are looking to attract?
If buying multiple media, are you buying a duplicate audience that you already reach?
What is the cost associated with reaching each person and are you willing to pay that much for each potential customer?

You need to make sure you are informed when making a decision that impacts your marketing budget. At Bedell Media & Consulting, we'll make sure that all your questions are answered and ask some questions you may not have thought of. We will make sure that you have all of the information you need to make an informed decision. And if you would like our expert input, we'd be happy to share our knowledge.