Pacific Publishing PresentationGrowing Advertising in a Challenging Marketplace

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Before you do anything MEET and Brainstorm!

Who are your likely Advertisers and do you have a complete list of them?

Make a list of who you use for hair cuts, clothes, coffee, a quick meal, game stores, who services your car, who’s your car insurance with, where do YOU buy your things period?

Who is currently sponsoring sports on campus, who has signage in your stadium, baseball fields and on the scoreboards and are they in the paper as advertisers?

Compare your list as a class then interview six people (each of you) in the hall and use that collected information to make your target list for those advertisers you know and have always had and for those you have now discovered through these efforts. This is simple in-school market research you can use. LIMIT the hallway interviews to No More Than Seven Questions!

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Know About What You Are Offering

You’re getting the advertiser on campus!

93% of high school students read their HS paper

A survey by Marketingvox, Rand Youth Poll, Seventeen Magazine and Packaged Facts in July 2014 reveals some

startling statistics about teen money management. Above are highlights:

Total number of teens in the U.S. 26.8 MillionTotal U.S. teen spending (Products bought by and for teens) $258 BillionTotal annual teen income in the U.S. $91.1 BillionAverage annual income of a 12-14 year old $2,767Average annual income of a 15-17 year old $4,923

Faculty & Staff

Your assisting the advertiser in TARGETING a very lucrative market of Students, School Staff and Parents who all have local dollars to spend

Parents & Other Family members

STUDENTS

Setting up your Approach

Finding the money for your program is easy if you follow the outlined steps to create your money tree target list.

Meet and define your pre-contact list, in class and in your interviews with fellow students on campus before you start.

Note all sponsors of the sports events that you know of and are they in the paper as advertisers?

Compile your completed list with who is mentioned how many times and for what. Use this data for your approach and share it with your potential advertiser to gain acceptance.

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Do I call or Just show up?

We believe that depends on the account type; and, if you can easily get an appointment then get one. If you can’t then make sure you do go beyond emails and calls on larger more “sponsor” type advertisers like car dealers, car service shops, and other by calling on them in person but be prepared for the fact that they might see you so have your materials and know something about the advertiser where they run now or what they sponsor on campus, etc.

The Telephone call

Identify yourself and where you are from and the purpose for the call and ask to speak with the decision maker for marketing and or advertising for the business.REMEMBER…“You have an idea that may help their business” or “represent a way for them to be more visible to the community the paper represents.” Always… “Ask for mutually convenient appointment” and ensure them that you will be brief and to the point and hope that can make time to explore the opportunity with you.

Prepare For the Meeting with the client or prospect

B….Have what they did last year (schedule and ad and what they

spent) if they did and have the ad redone a little different and have a

contract or space agreement for them to sign for the new school year with

you.

A…..Dress for your market but at least “business casual” and know something about their business, using a web site, Facebook, Twitter or local sources to know more about them and the company.

The Questions you will want to seek answers to before you start pitching any prospect is where you fit in with THEIR NEEDS AND THOSE OF THE BUSNIESS…

Who is their customer? Age, income, education etc…

Where do these clients come from in the area and what incents activity most from their past practices? Coupon, Buy one get one…What has work best and why?

Who are their competitors and how are you different?

Your Busy times and slow times? This allows an offer to focus on slow times to grow business in that timeframe.

What is your advertising budget if any? Remember, your likely THE MOST inexpensive option other than doing nothing!!

What current advertising you are doing? Take examples, can you improve them? What has not worked as well and why?

Can you place papers at their business!.....this shows them movement!!

Interviewing your Advertiser

After your Meeting – The Return to close

From your notes and using the business logo and contact information create a spec ad. Be creative and use imagination what will catch students eyes, staff attention and get ACTION. Will someone come in off the ad or is meant to simply remind people is that what the advertiser wants?!

Follow-up, Be persistent, your offering a great target audience no one else is or can and at a great rate of delivery in a product that gets read and passed around.

Look at the interest the ad above gives

Take them from the sidewalk to “on

campus” and into staff and student homes with

your student paper

It’s Raining Program Dollars

BUT DON’T FORGET!!!

When an ad runs make sure advertisers see a copy of the paper and get a copy of their bill right away if you don’t pre-collect.

Note, many papers offer prepayment discounts like 20% off!

BUT DON’T FORGET!!!

Always follow up monthly and see how the program/ad is working, does it need to be changed or updated in any way?

If it is going well can you set up future ads, like get a commitment to your grad special or next years program then.

Always Remember…..

A. Remember to have the advertiser sign a placement contract and plan for this year and hopefully your coming year in the current one.

B. When an ad runs make sure they see a copy of the paper and get a copy of their bill right away if you don’t pre-collect. Note, many papers seeking prepayment give a discount like 20%off!

C. Stay in contact with them find out how the plan is working and if anything needs to change to make the plan more effective.

D. Stay positive and never give up on looking and adding to your client list you will need to keep the account leads working all year long to replace business that is lost from numerous reasons.

E. Share all advertisers success stories with all your advertisers so they know what is working for other business partners that are running.

PROGRAMS TO TARGET…..

A. Sponsorships…Athletes of the month, Academic Leaders on Campus, Sports Scores Highlights or Recaps, Teacher Profiles getting to know the staff.

B. Business Services Page …focus on “driving instruction” providers, insurance for auto, school saving programs with banks, auto service providing discounts to students and staff, cell phone providers, hair, nail and barber shops, WI-FI enabled study places….think of more!

C. What Special Pages are you doing or could you do more often to gain advertising…BOOSTER pages for sports with business card sizes at $25 each paper outing for all home and away games on the same page as the sports, Homecoming editions with formal wear (get to them early make sure you have a complete list and include your regular hair and nail and beauty providers and get them PRE-SOLD for those issues early.

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