Advertising Tips for Your Publication
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Advertising Tips for Your Publication

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    Advertising Tips for Your Publication Advertising Tips for Your Publication Presentation Transcript

    • July 17, 2013 Advertising Tips for Your Publication Marina Hendricks | Newspaper Association of America | Arlington, Va.
    • Why Advertise?
    • 10 Reasons to Advertise Advertising establishes contact. Advertising builds preference. Advertising educates and develops prospects. Advertising reduces costs of sales. Advertising helps to sell more to existing customers. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • 10 Reasons to Advertise Advertising helps to close the sale. Advertising is an effective sales tool. Advertising saves time. Advertising keeps businesses top of mind. Advertising works. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • More Reasons Reach Quality Immediacy (or not) Flexibility The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • More Reasons Credibility and trust Selective, not intrusive Environment Reliability Results The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Why Advertise Frequently? People want and need things all the time. Reach customers regardless of reading habits. Frequency offers the best rates. Today’s ad influences, but tomorrow’s ad closes the deal. Get ahead of the competition. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Why Advertise Frequently? Businesses open daily, not every now and then. Get better results. Spread sales evenly. Cut through the clutter. People forget! The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Prospecting Listen to local radio. Watch local TV. Check out billboards. Look in your mailbox. Observe your surroundings (ballpark, buses, benches). And, of course, read the local newspaper. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Prospecting Talk to people wherever you go. Keep an eye out for new businesses. Keep an eye on existing businesses (what’s new?). Look for seasonal opportunities. Expand your horizons (go outside your market). The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Selling Research the business. Make contact (in person or by phone). Seek information on advertising needs. Prepare for the sales call (info from #1 and #3). Assemble sales materials. Show up on time – better yet, a little early. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Selling Ask questions and listen carefully to answers (more to come). Restate and confirm the client’s needs. Address objections as they arise and offer solutions (more to come). Describe what’s in it for the client. Ask for the order. Make a followup appointment. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Sample Questions Where do your customers live? Who is your target customer? What are your biggest sellers? How many sales events do you offer annually? Which sales events are most successful? Why? Why do you advertise? Where do you advertise? The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Sample Questions Who is your competition? What are your strengths and weaknesses? Why should someone buy from you? What’s unique about you? What are you known for in this market? What do you like most (and least) about your current advertising? What’s a normal day for you? (Good to know for future reference.) The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Selling by Phone Introduce yourself. Describe what you’re selling. Briefly outline benefits for the client. Ask to continue the discussion. Set a time to talk later if necessary. Gather facts about the business. Offer a recommendation. Seek confirmation. Close the sale; summarize the offer. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Possible Objections I can’t track ROI with your publication because I don’t do coupons. My last ad didn’t get results. The owner thinks we should advertise only in (another medium). I don’t have the budget to advertise. Everyone knows who we are. Your rates are too high. I don’t like your content. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Possible Objections Your publication has too many ads. I owed you a little bill, and you hounded me to death about it. Your publication doesn’t reach my market. Business is slow. I get plenty of traffic – why should I advertise? No one reads newspapers. I had a bad experience the last time I advertised with you. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Ingredients of a Good Layout Border Heading Illustrations Price White space The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Ingredients of a Good Layout Body copy Signature One-second test Color and/or contrast Creativity The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Tips for Print Ads Make ads easily recognizable. Use simple layouts. Use dominant elements. Use prominent benefit headlines. Let white space work. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Tips for Print Ads Make copy complete. Name the price. Specify branded merchandise. Include related items. Urge action now. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Tips for Online Ads Find the best examples. Be clear with graphics and messaging. Watch the file size. Use no more than seven words. Choose power words. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • Tips for Online Ads Select images carefully. Mix well. Limit fonts. Don’t overdo it with animation. Remember: Less is more. The Great AdVenture: How to Succeed in Newspaper Advertising Sales, Newspaper Association of America
    • What Works for Your Program?
    • Thank You! Marina Hendricks marinahendricks@gmail.com @mhendwv http://hendricksproject.wordpress.com