Diplomatic Connections - Delivering Sales...Bottom Line

Challenge
Convert a niche diplomatic magazine into an instantly recognizable brand with an internationally diverse and sophisticated clientele and increase all revenue streams.

Insight
Diplomatic Connections, a magazine distributed for the diplomatic and foreign service community like Embassies, Diplomatic offices, both houses of Congress, the World Bank, the U.S. State Department, United Nations, European Union and other foreign service offices worldwide – contacted us hoping to highlight the magazine’s key features and to revamp its relevancy in the marketplace.

Diplomatic Connections first went to print and distributed their first years’ issues before the 2008 slump settled in. While an initial interest from advertisers resulted in a healthy advertising calendar, placements began to wane as they entered their second year of production.

Advertising sales needed a significant increase to merely break-even; to make it profitable, the goal was lofty – print ads needed a 20% increase and the launch of Diplomatic Connections first trade show had to be a sell-out.

Action
The Traci Allen Inc. team was brought on board to expand the sales team for both magazine advertisements and the trade show. As a luxury business, lifestyle and Diplomatic resource magazine, the pricing for advertising and trade show booths reflected this upscale market niche. Sales strategies had to focus entirely on reaching those businesses that would benefit most from marketing directly to the Diplomatic community. A new sales sheet was created to accompany the sales presentations for trade show spaces. Pictures, pricing, and testimonials from exhibitors were added in a complementary fashion to the existing sales kit.

Success
The Traci Allen Inc. team delivered. Ad placements poured in from high profile businesses in New York and Washington, DC such as the Taj Pierre, Il Mulino Restaurants, Cort Furniture Rental, a Berkshire Hathaway Company and many more. The trade show was a sell out, and the bottom line of Diplomatic Connections increased exponentially.


For more information about Diplomatic Connections Magazine visit www.diplomaticconnections.com.