ADVERTISING SALES! BETH FITTS! Mississippi Scholastic Press Association!!

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1 ADVERTISING SALES! BETH FITTS! Mississippi Scholastic Press Association!!

2 STEPS TO SELLING AN AD!! MAKE A PUBLICATION SCHEDULE!!!!Have a definite ad and publication deadline schedule so you can sell ads to that select purpose!!example: Homecoming. Easter, Prom!

3 ! DO A READERSHIP SURVEY!!* Find out how students spend their money!!* Research special occasions and spending for those occasions!!*compile results and use in sales presentations!

4 MAINTAIN A BUSINESSLIKE APPEARANCE. Your appearance should be neat and professional, appropriate to a business situation.

5 SEE THE RIGHT PERSON, THE DECISION-MAKER. *Make initial contact with the business by calling in person on the individual making the ad decisions. *Do not telephone for initial sale. * If that person is out or unavailable, leave a card or information sheet for the advertiser and ask for an appointment. Jot a personal note on the card saying you will call back at that time.

6 MAKE A GOOD FIRST IMPRESSION. *When you meet the decision-maker, a good way to start is with a handshake and by introducing yourself clearly as a member of the yearbook or newspaper staff. *Have a business card you can leave. List a professional address. *Use language appropriate to a business transaction not overly casual. *Take newspapers, contracts and sample ads.

7 TALK BENEFITS. *Give the advertiser an information sheet telling about your publication and the benefits of purchasing an ad. * Show a copy of the publication to the advertiser as you tell the advertiser about circulation figures how many copies of the yearbook you sell, how many newspapers you distribute. *Talk about student purchasing power. If you have actually done a survey, now is the time to show the survey results.

8 ! SHOW AN AD IDEA. *Show the sample ad you have designed and get the advertiser s comments. A sample ad is a great tool for increasing sales.

9 ! SELL THE AD SIZES AND PRICES. Explain the ad rates and sizes offered. Give the business owner a copy of the publication rate card. Mention any special pricing.

10 ! HANDLE OBJECTIONS. If an advertiser gives reasons for not buying an ad, be ready to respond with some answers to eliminate the objection.! Repeat visits to make a sale are common.

11 IDEAS FOR HANDLING OBJECTIONS! 1. I DON T THINK I LL GET MUCH BENEFIT FOR MY ADVERTISING DOLLAR. RESPONSE: Ad space in our yearbook or newspaper is a good buy for you. Each publication is taken home and read by many people. Mention the other places you place your publication. It makes a great statement about your support for the school and our students. 2. YOU MADE A MISTAKE ON THE LAST AD I RAN, SO I DON T THINK I LL ADVERTISE AGAIN. RESPONSE: We are sorry for any errors made before, and we hope you ll give us another chance. We now proofread every ad twice, and we d be happy to bring or send you a copy of your ad to approve before printing.!

12 ! OBJECTION, cont.! 3. I GET SO MANY REQUESTS FOR MY ADVERTISING DOLLAR THAT I JUST CAN T BUY FROM EVERYONE. RESPONSE: Put your ad where it will do you the most good: in the student newspaper. Our students spend a large share of their money in your community. As you can see from our survey results, students are a large and valuable market to reach. You can do that in our publication.!

13 4. WE VE HAD A DIFFICULT YEAR, AND I JUST DON T HAVE A VERY BIG ADVERTISING BUDGET AVAILABLE. RESPONSE: We appreciate your concern about getting the most value for your money. Your advertising reaches a large number of people at a very reasonable rate in our publication. This year we re printing copies. Your ad only costs cents per issue/book and is seen by not only the students who purchase a book, but also by many other family members and friends. Our advertising program offers you several options, including a number or types and sizes that are affordable but eye-catching.!

14 5. I CAN T MAKE A DECISION ABOUT ADVERTISING, AND THE BOSS IS OUT. RESPONSE: May I make an appointment to return? In the meantime, I d like to leave this information sheet about our newspaper and our advertising opportunities. Thank you for your time. 6. WHAT GOOD WILL IT DO ME TO RUN AN AD IN YOUR PUBLICATION? RESPONSE: Your ad will be read over and over. Each yearbook is an attractive, personal book that is kept permanently and read by many people.or each newspaper attracts multiple audiences per issue.!

15 7. STUDENTS AREN T BIG SPENDERS, SO WE DON T DIRECT ADVERTISEMENT TOWARD THEM. RESPONSE: Many of the students at our school have jobs and earn their own spending money. Our survey shows that students spend about $ in the community during the school year alone and $ on your product every month. In addition, students influence where their parents spend money. 8. NOBODY READS THE ADS. RESPONSE: We design ads that will interest students and draw greater readership to the ads. This year we will run stories that will easily take readers to the ads We think that will guarantee that your ad will be seen by many people.!

16 9. I CONSIDER AN AD IN THE STUDENT PUBLICATION TO BE A DONATION OF SORTS. RESPONSE: An ad in our student newspaper/yearbook is a product of value to you. You benefit from having many readers see your ad. And our design and copy efforts will help make sales for you. We print xxxx copies that are distributed free to students, we have xxx parent subscriptions, and we distribute publication in the community. It s a great way to reach a targeted audience. 10. WE DON T ADVERTISE IN SCHOOL PUBLICATIONS. RESPONSE: It s the best way to reach the students at our high school, who spend about $ a month in our community. In addition, our publication goes home to be read by family members. They ll appreciate the fact that you support the students and their school efforts.!

17 HOW TO SELL, cont.!! ASK THE BUSINESS TO PURCHASE. Be sure you actually ask prospects to buy an ad, but be careful with your wording. Avoid asking a yes-no question at this point. Instead, say, Which size ad would be most useful to you this year? Never say, Do you want to buy an ad?! DO NOT GIVE UP. Learn yourself an open door to go back, and do so.

18 ! GET COMPLETE INFORMATION. Take the time to get all the necessary information during the sales call: type of ad; size and price; copy suggestions; logo, photo, or art instructions; business name, address, and phone number; payment status; customer signature on the contract. Be prepared to tell the advertiser what the ad will cost and to collect a check for the amount that day, if possible. If your staff plans to bill, clearly state how billing will be handled.! Develop an ad contract that will facilitate all this information. Buyers usually want a copy.

19 ! SAY THANK YOU. A sincere thank you is the most important way to complete the selling presentation, even if the business does not purchase an ad.!

20 SALES RECAP!! REMEMBER, FIVE CHARACTERISTICS OF A SUCCESSFUL AD SALESPERSON:! Prompt! Polite! Prepared! Persuasive! Persistent

21 AFTER THE AD IS SOLD! FOLLOW-UP If you have kept careful records, follow-up will be easy. just check to see which businesses did not buy an ad, and follow up with a visit or phone call to give them another opportunity, or check back with the person who did buy as a emphasis of commitment.!

22 ! PREPARE AND PROOF THE AD If an ad is purchased, the salesperson should prepare the ad or meet with the ad designer to discuss the ad. The ad then should be produced for the client s final approval. Get the O.K. in writing. If the advertiser makes a change, correct and resubmit the ad. This process should take no more than five working days.! After final approval, photocopy the ad and take it to the advertiser with a thank-you card, sticker or poster.

23 SEND INVOICES If your staff is billing, final ads must be invoiced promptly after the date of publication. Enclosing a return envelope addressed to the publication can be helpful. BILLING Along with the bill, give the advertiser a tear sheet (the page with the ad printed on it) or a copy of the newspaper in which the ad ran.!

24 CELEBRATE AND RECOGNIZE Get together with your staff for a report on your final sales success. Give awards to deserving students. Some offer sales incentives. And don t forget to give your advertisers a pat on the back, too. RECOGNITION FOR ADVERTISERS Give some additional publicity to your advertisers. Publish a special ad in the school or local newspaper listing all the advertisers who bought ads for the yearbook/newspaper. Display a list of advertisers at the entrance of the school or the gymnasium. This gives advertisers year-round exposure for their ad purchase. Your staff may wish to send personalized certificates of appreciation to advertisers.!

25 ADVERTISING AND YOU!! Remember to do a good job, make contacts and develop your skills.!! This could be a great career for you.!

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