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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?
