How to AdvertiseSuccessfully on$50 per Week(Day 2)Kat Kailey, Kitsap Sun & Bainbridge IslanderKen Sethney, Marketing Coach/Ad GuyMike Cyger, BainbridgeIsland.com & Mag
Once more, with feeling...● Kat - Kitsap Sun and Bainbridge Islander● Ken - Marketing Coach and Ad Guy● Mike - Bainbridge Island Magazine and BainbridgeIsland.com
Poll the audience...What do you hope to get out of todays session?
Reality check?● How do I choose where to advertise? ○ Are you selling B2B or B2C? ○ What does your customer look like? ○ What can you afford?● Is one ad ever enough? (funnel) ○ It takes 7 exposures to make a first impression. ○ If youre not there, youre not an option.● Should I be branding or selling? ○ Is "direct response" a dirty word?● Lets dissect some local ads. (ad guy CSI)
The new marketing funnel. Our thanks to AdamCohen.com SR VP at Fleishman Hillard, Boston
Spreadsheet Overview/Comparison(see Google Spreadsheet)options (show & tell)differencesexamples
Comparison ShoppingHow to find media kits/rate cards - Websites, where to look - How to read a media kit - Call when in question - Example email for specials
Example EmailHi,Id like to receive information about advertisingin your publication. Can you please email amedia kit and rate sheet?If you have specials, please include them.Sincerely,You
Are you getting results?Its up to you to keep track.What can you measure?● phone calls● walk-ins● coupons● special offers● what else?
Remember, one ad is never enough.If youre not there, youre not an option.Think long-term...● Buy 13 weeks, 6 months, 1 year● You get a discount, and...● You can cancel whenever you want... but you pay the higher rate
Ad guys dirty little secret."When should I update/change my ad?"● When your response rate drops off.● Keep the basics, change some elements.● But keep things looking the same until your ad stops working.
Summary/Wrap Up● Open discussion Questions or comments?