theart ADVISING Get it? Got it. Great!

the art ADVISING Get it? Got it. Great!

Selling Strategies to increase Ads Revenue rd Step Sell Smart

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

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

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

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

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

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

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

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

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

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

AD SALES Review sales procedures & etiquette with staff

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

AD SALES Arm the staff with sales ammunition

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

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

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

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

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

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

AD SALES Accurate records are also important for senior ads

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

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

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

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

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

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

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

Draw readers to the ad section by including features

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

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

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

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

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

Consider limiting pictures to one per block

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

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

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

The uniform format is visually pleasing

A specific format with some variables creates consistency

Attention to each ad s design is important

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

AD SALES Follow up with a reminder if necessary

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

theart ADVISING Get it? Got it. Great!