theart ADVISING Get it? Got it. Great!

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1 theart ADVISING Get it? Got it. Great!

2 the art ADVISING Get it? Got it. Great!

3 Selling Strategies to increase Ads Revenue rd Step Sell Smart

4 Show me the money Very few advisers have degrees in finance, marketing, or business management Nonetheless, managing the business of yearbook production is part of the job

5 FINANCES Where is the money coming from? What are realistic sales projections? How can we increase revenue?

6 FINANCES Make money fast by selling ads Consider the preparation & time involved in car washes & bake sales

7 FINANCES Make money fast by selling ads Consider the preparation & time involved in car washes & bake sales

8 AD SALES Create an AD SELLING MACHINE! Creating this packet is relatively easy

9 AD SALES Survey your student body The business community needs to know that students have money to spend

10 AD SALES Brainstorm You may be overlooking some obvious prospects Discover who the school does business with through the school treasurer

11 AD SALES Include ad prices in student folders Students should fill out an ad profile for every contact made whether they make the sale or not

12 AD SALES Establish a tone for the campaign by detailing your expectations

13 AD SALES Emphasize the importance of filling out contracts completely and accurately

14 AD SALES Don t assume that the sales staff knows the facts & figures Spell them out

15 AD SALES Review sales procedures & etiquette with staff

16 AD SALES Have students work in teams & assign each team a territory

17 AD SALES Arm the staff with sales ammunition

18 AD SALES Consider having the seniors sell the senior ads They often know the parents of their classmates

19 AD SALES Know your market Senior ads are purchased by parents Decide on the best way to reach them

20 AD SALES Clearly communicate prices, deadlines & content restrictions to senior parents

21 AD SALES Follow up with a second letter as the deadline approaches

22 AD SALES Don t be afraid to make ad sales a part of students grades Set a standard Students will meet your expectations

23 AD SALES ALWAYS keep accurate records of assignments, especially if a grade is involved

24 AD SALES Accurate records are also important for senior ads

25 AD SALES Recognize the business and community groups which support the yearbook

26 AD SALES When you get a contract, contact the advertiser immediately

27 Because of liability, do not accept encrypted, encoded or abbreviated messages

28 All advertising printed in the book must follow the same editorial guidelines as the rest of the book

29 All advertising printed in the book must follow the same editorial guidelines as the rest of the book No advertising will be accepted that is libelous Libel is a published statement that attacks a person s reputation

30 All advertising printed in the book must follow the same editorial guidelines as the rest of the book No advertising will be accepted that is irresponsible, advocates an illegal activity, or is in bad taste Do not include pictures of students drinking, using drugs, stealing, etc

31 All advertising printed in the book must follow the same editorial guidelines as the rest of the book No advertising will be accepted that infringes on copyrights You may use up to four lines of a song lyric as long as the author receives credit

32 Draw readers to the ad section by including features

33 If senior superlatives are a sacred cow at your school, consider placing them in the ad section

34 AD SALES Consider selling space rather than 1/2, 1/4, 1/8 page increments Also, allow for patrons listings and business card ads This page generates $450

35 The ad sizes are designated A,B, C, D, E & F Size C can be run as a vertical ad or as a horizontal ad

36 The ad sizes are designated A,B, C, D, E & F Size C can be run as a vertical ad or as a horizontal ad

37 The ad sizes are designated A,B, C, D, E & F Size C can be run as a vertical ad or as a horizontal ad

38 The ad sizes are designated A,B, C, D, E & F Size C can be run as a vertical ad or as a horizontal ad

39 Notice the size F, C and D ads on this spread

40 Notice the size F, C and D ads on this spread

41 Notice the size F, C and D ads on this spread

42 Notice the variety that the size A, B, C & D ads offer

43 Consider limiting pictures to one per block

44 onsider limiting photos to one photo per block purchased Size A=1

45 If parents want more pictures, they buy more blocks Size B=2 blocks= 2 pictures

46 The size D ad would only feature six pictures, not 14 Size C=3 blocks=3 pictures

47 The uniform format is visually pleasing

48 A specific format with some variables creates consistency

49 Attention to each ad s design is important

50 AD SALES Get the money before running the ad It will save you from having problems later

51 AD SALES Follow up with a reminder if necessary

52 AD SALES Keep track of payments Nothing irritates advertisers more than getting a second bill if they already paid

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54 theart ADVISING Get it? Got it. Great!