I’ve been selling ads for the famous annual military book, West Point Bugle Notes, for at least 16 years (that’s since 1995 or earlier). Selling ads for this publication has been a thorn in my side since I first took the job and, until this year, has been a source of annual dread. This is because there are a number of obstacles to overcome that rarely exist for other types of ad sales. First, the book is only 2.5 “wide by 4” high, a hardcover paperback. In addition to being given out to the class of cadets that enter West Point each year, it is sold in the bookstore to tourists or history buffs for around $ 40 each. At more than 300 pages, it is nicknamed the “Common Bible” or “Book of Knowledge” because it contains vital information that cadets must memorize in order to graduate and has been published every year for this purpose for more than a century. Only 16 pages are allowed for advertising sales on a first-come, first-served basis, and these are grouped in the back of the book in black and white, although there are colors in other parts of the book. With approximately 4,400 cadets within the student body or “Cadet Corps,” Bugle Notes plays a critical role in the success of every future soldier enrolled at West Point; hence its small size and substantial construction. This book is examined hundreds of times at each opportunity during a cadet’s residency at West Point to allow ample exposure to absorb its content. While most of the information is serious or historical, there are parts that could qualify as entertaining. Advertisers would like to think that their ads also provide some “relief.”
Unlike ads that are sold to accompany editorial material in a consumer magazine, for example, ads that appear in Bugle Notes accompany text about West Point’s mission; Code of conduct; famous speeches; role of sports; basic individual and tactical skills and values; buildings; monuments; ranks, medals and badges; academic; story; tradition; health songs; hashtag; and other essential military information. Since its founding in 1802, West Point has been an integral part of American history with famous leaders such as Generals Ulysses S. Grant, Robert E. Lee, John J. Pershing, Douglas A. MacArthur, Dwight D. Eisenhower, George S Patton, Norman Schwarzkopf and David Petraeus among its more than 67,000 graduates. It takes a special kind of person to appreciate the privilege of having your ad appear in such a company.
According to the US Military Academy website, “Nearly 3 million people visit West Point each year,” which includes families and friends of West Point cadets, alumni, senior visits, school groups, and tourists. Americans and internationals from around the world. . This website also claims that West Point is one of the top three tourist attractions in the state, according to the New York State Department of Tourism. With those kinds of stats and interest in West Point, it’s no wonder Bugle’s notes sell out at the bookstore every year.
While Bugle Notes is thought of as more than an encyclopedia requiring memorization, given the widespread belief among students that its wealth of valuable information provides a proud heritage with which to cope with life in any situation, it is generally not considered a vehicle. of clarity. reduce value for local advertisers. Until I point out that parents and other visitors will need lodging, meals, shopping, and tour suggestions during their many trips to visit a multitude of annual events, soccer games, or just a chance to see their children, the revered Bugle Notes from suddenly it becomes a coveted advertising medium with a clear target and of great value. A full page sells for just $ 350 all year long and can communicate an advertiser’s message repeatedly with lasting effect.
What I find disturbing is that the local advertising potential market is one of the very small businesses struggling in a depleted economy, making a living at best. However, these same companies express their gratitude for the constant stream of clients seeking their services due to its proximity to West Point and, as a result, see the merits of advertising on Bugle Notes, despite its relatively “high” cost. .
Years ago, there were nationwide advertisers who also sought to reach this same market with messages of inspirational substance. However, the economic collapse has affected the availability of funds for such peripheral media and lofty goals. These advertisers used to be representatives of government or national defense agencies and sought to shape the psyche of tomorrow’s military leaders through a book so unique and important to the future of a cadet.
With that said, I mentioned earlier that until this year, this annual project was one that they dreaded all year long. What changed this year? My approach! Sixteen years ago, as well as until a few years ago, my Bugle Notes ad marketplace was accessible only through personal visits, letters sent by mail, or phone calls.
He despised interrupting these businessmen with phone calls that only served to annoy them. Postcards or marketing letters sent through the mail were largely unanswered except for a few renovations, and the personal visits were a huge investment of time and travel for me and were rarely more than a source of boredom for the people I visited. . But those were the strings and I learned them well.
This annual fear became such a problem for me that I decided to disclose my source of anxiety about doing this job to management at West Point several years ago. Clearly aware that it would be difficult for anyone to sell this product in such an economy, they practically begged me to temporarily continue until they could find a replacement. More years went by in which I was somehow not contacted for this task until very late and thus more forgiving of my efforts if I only kept those who could renew. He aspired to do the best job possible under the constraints of limited time and even more limited funds. Until this year!
I received a contract extension from West Point last fall that clearly alerted me to the fact that they expected me to get the job done on time this year, which usually starts in January. Rather than dreading the job, I decided to put together an exciting website and equally engaging email presentation that I could post to an address list that I would research myself and create with personalized marketing messages. If the emails reached someone capable of making a decision, they could click through to visit the website and purchase an ad online without speaking to me. Of course, I also gave them extensive contact information.
Understandably, I was uneasy about marketing this opportunity via email, as it is a well-known fact that much of email is rejected out of fear of a computer virus infection, or worse, because it never reaches a viable candidate. as a result of the ubiquitous spam. filters. And, slow to evolve into the high-tech age, the local advertiser market has never been reached by computer before. Not to mention, marketing a print advertising vehicle via email was a bit unorthodox, no matter how unique the book was!
However, one night after I had sent about fifty specific emails, I received a payment notification from PayPal! Someone had purchased a full page ad and notified me that the artwork would follow. He was so excited that everything had worked out just as he had planned! Shortly after, another ad appeared with the payment. I then received several emails asking questions that I was able to answer via email, which also resulted in more sales. Several people called me with questions or problems with the payment. All questions were easily answered and all payments were received correctly.
When the sales period finally ended on April 1, my total number of ads was more than triple what I had managed to sell during each of the past years through traditional marketing. And this is a bad economy! Ironically, only a couple were renewals with the balance of all new advertisers. I considered it a great success, as did West Point.
However, what cadets and their families probably don’t realize is that every word within such a small announcement has been agonized to try to convey an effective message that will prompt them to respond in some way. Without that response, advertisers will be discouraged from repeating their engagement and support for years to come. Much to my frustration, I have no way of communicating this concern to the recipients of Bugle’s Notes, except in the hope that some will be able to read this article. And those who read the Bugle Notes would be expected to have no qualms about responding to any publicity, regardless of the purity of intent or special efforts to compose appropriate messages.
If only they could appreciate the true spirit in which advertisers invest in this medium, sympathetic to how congested the West Point region becomes with the constant influx of tourists. In the hope that parents and out-of-town visitors are aware of the quality accommodations available near West Point, several listings are for gorgeous bed and breakfasts located in scenic and historic locations, while some are for excellent dining options and unique. With the new world-class tourist destination so close to West Point, several Poughkeepsie, New York advertisers hoped to present excellent dining and entertainment options for those venturing out on a day trip to the Walkway Over the Hudson. And, with this region of the Hudson Valley so rich in history, there are advertisements promoting boat tours of the river and nearby historic sites for interesting excursions that will delight any visitor.
Since I worked individually with most advertisers to create distinctive ad presentations, I naturally hope that each advertiser will experience some success through our efforts. While I cannot personally distribute each book to its ultimate recipient, which happens when the cadets arrive in the middle of the summer, I have since decided to try and help these advertisers with an extra effort: by running the entire ad group online in the form of book. with links to their websites in case someone discovers them via an online search for West Point Bugle Notes advertisers.
Whether next year’s West Point Bugle Notes marketing will consist of renewals from this year’s participants, more newly discovered advertisers, or both, is a chapter reserved for future reading. However, I am sure that those who own a copy of Bugle Notes will devour its contents, honor its power, respect its history and appreciate its meaning for life … a tangible symbol of time spent in West Point, dear to the heart and etched in memory … until death do us part.
