Preparing to sell

Target advertisers The first step in every ad campaign is to identify potential advertisers. Search phone books, yearbooks, school newspapers, programs from sporting events, musicals and plays. Obtain names, addresses and phone numbers. Prioritize businesses that would appeal to students. Map out geographic locations and create territories. Balance the number of businesses per team. Try to assign businesses to staff members with personal connections.

Prepare sales kits A good sales kit should include Copy of last year’s book Fact sheet Circulation Number of pages Color or black and white pages Distribution date Awards Market survey

Prepare sales kits A good sales kit should include Photocopy of previous ad if advertised before Rate sheet Ad sizes Prices Contract – include ad policy Mock-up of potential ads Great way to motivate to buy Based on research of other ads they run in other media Always make sure mock-up is geared toward students

Prepare sales kits A good sales kit should include Dummy sheet to sketch ad while at business – saves return trip Business cards Sales brochure Includes contract information Sizes, prices Reasons to buy Market survey results Good to leave behind with merchant if undecided

Prepare sales kits A good sales kit should include Anything merchant can display to show he supports the yearbook by advertising Thank-you stickers Posters Buttons

It’s about presentation For a successful ad presentation Research the business before the visit to identify potential products and services appropriate for your market. Dress appropriately and be polite. Speak with the manager or owner. Leave information behind if not available. Find out a good time to return. Introduce yourself and the publication. Explain the purpose of the visit. Refer to the fact sheet and survey results. Explain the benefits of advertising in yearbook.

It’s about presentation For a successful ad presentation Explain ad sizes and prices, and refer to examples. Provide rationale for objections the merchant may have. Assume the sale. Don’t ask, “Do you want to buy an ad?” Ask, “Which ad size would best suit your needs?” Complete the contract. Thank the merchant – even if no sale happens. Be sure to follow up with the merchant as needed.