Question

Topic: Advertising/PR

College Newspaper Advertising - New Ideas??

Posted by Anonymous on 12/19/2009 at 8:38 PM ET 250 Points
Hello all,

I have recently got a job as an advertising manager for a college Newspaper/Online newspaper (forum).

I'm have a good business mind, but have not really worked in sales before (this job is basically going to businesses and trying to get them to buy ad space for the Newspaper or College Newspaper online).

Any ideas on how to attract these business into buying the space etc?

Thanks in advance.
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RESPONSES

  • Posted on 12/20/2009 at 1:40 AM Member
    Hi peps28,

    First of all, you need to do some research and survey based on your target. And also come with a budget which is the lowest to the highest.

    Not everyone will prefer to buy an expensive slot / space. So you need to also, check on the targeted customer behavior.

    Come out with a proposal and with a flow, i think you should know what is your next step.

    Then you will be able to ensure which are your targeted user / customer.

    Hope this will help you.

    Luis
  • Posted by CarolBlaha on 12/20/2009 at 7:59 AM Member
    With your business mind, you know that people buy with one internal radio staion in mind, WII-FM, "what's in it for me". In going to the clients, you need to know why your medium is the right choice vs the hundred others out there. How do the clients the potential adveriser targets, align with your readers? They will want to know the circulation, number of visitors, and their demographics. I'd start with the places that students frequent.
  • Posted by Gary Bloomer on 12/20/2009 at 9:18 AM Accepted
    Dear peps28,

    To encourage people to buy space in your publication consider telling them how their unique message will be seen by a specific, niche audience.

    It's vital that you show space buyers how their message can be put
    in front of this tightly targeted group of potential customers.

    Ask initial questions to create "Yes" momentum: do you want to serve more customers? Would you like more business? And so on.

    When it comes to the merits of advertising with you, focus on benefits
    to the advertiser, on their opportunity to showcase the benefits of their goods, services, and products to students. Paint pictures in their minds
    of their stores and businesses receiving increased numbers of customers, subscribers, and patrons.

    Use social proof (testimonials) form current advertisers in similar niches and tell prospective space buyers of the results other, similar businesses have seen as a result of having advertised with your publication.

    Avoid the temptation to "sell" space—advertisers must buy because
    your point of view, stories, and testimonials telegraph the benefits of advertising with you to them.

    Keep your conversation light and business-like. Avoid the hard sell. Remember, a hard sell is a tough buy. Buying needs to be easy, risk free, and benefit rich. These elements then remove doubt as to the action of working with you.

    Paint the picture of advertising with you as an investment for the space buyer, not as an expense. Again, this helps to revers the perception of risk.

    I hope this helps. Good luck to you.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 12/21/2009 at 4:21 PM Author
    All I can say is that these are fantastic answers and I am already planning some things from suggestions provided.

    Thanks again and if there are is any more feedback/suggestions....please feel free to add your input.
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