advertising for smarties chad rummel oakton high school
TRANSCRIPT
Advertisingfor Smarties
Chad RummelOakton High School
www.oaktonoutlook.com
Three Pillars
Advertise your Advertising
Customer-based Sales
Professional Follow-up
Pillar One:Advertise your Advertising
Survey Readers
Your goal is to answer “Why should I advertise,” before it is asked.
5-minute survey of readers(students, parents, faculty, etc.)
K.I.S.S.
Name (optional) _______________________________Grade (required) 9 10 11 12This information will be used to help the Oakton Outlook convince advertisers to offer specials to
Oakton students, including discounts and coupons. All information will be kept confidential
Estimate, to the best of your ability, how much you spend a month on:Restaurants/Fast Food: _______________Entertainment (movies, concerts, etc: _______________Clothing: _______________Sporting Goods/Supplies: _______________Beauty products (tanning/make-up/salons) _______________How many times a month do you shop at the following:
(list favorite stores below each)______ Fair Oaks Mall______ Tyson’s Corner______ Other business in Oakton/Vienna areaDo you have a part-time job? If so:
Where: _________________________________Monthly income: _________________________
Do your have a debit/credit card of your own? __ Yes __ NoDo your parents let you use their debit/credit card? __ Yes __ No
Spending Habits
Name (optional) _______________________________Grade (required) 9 10 11 12This information will be used to help the Oakton Outlook convince advertisers to offer specials to
Oakton students, including discounts and coupons. All information will be kept confidential
Estimate, to the best of your ability, how much you spend a month on:Restaurants/Fast Food: _______________Entertainment (movies, concerts, etc: _______________Clothing: _______________Sporting Goods/Supplies: _______________Beauty products (tanning/make-up/salons) _______________How many times a month do you shop at the following:
(list favorite stores below each)______ Fair Oaks Mall______ Tyson’s Corner______ Other business in Oakton/Vienna areaDo you have a part-time job? If so:
Where: _________________________________Monthly income: _________________________
Do your have a debit/credit card of your own? __ Yes __ NoDo your parents let you use their debit/credit card? __ Yes __ No
Spending Habits
Name the top three restaurants you eat at the most:Where do you get your hair cut?Who is your family doctor?Who is your family dentist?Have you ever paid a tutor or test prep? __ Yes __ No
If yes, which one? ____________________________Would you consider a tutor or test prep service? __ Yes __ NoHave you ever used a driving school? __ Yes __ No
If yes, which one? ____________________________Would you consider driving school? __ Yes __ NoDo you use coupons? __ Yes __ No
(example: food discounts, 10% clothing, etc.)If you answered “No” above, what would help change your mind?Does one of your parents own/manage a business? __ Yes __ No
If so, which one? _______________________________Do you read the Outlook? __ Yes __ NoWhat section do you read the most?What would you like to see more of in the Outlook?
Additional comments below and on the back:
Recognize Potential Clients
Build Rate Card
Your goal is to answer “How do I advertise?” before it is asked.
Include market survey information.
Make it email/fax accessible.
Client DatabaseStart with current advertisers
AND their competitors
Add data collected in market survey
Record ALL information you can
Your database is an ever-growingworking document
Set Advertising Goals
How much do you NEED to make?Then increase it! Raise the bar!
Break it down per issue and per person
Reward your staff for surpassing goals
Pillar Two:Professional Sales
Mass Mailing
Send letter, rate card, copy of a spring issue to EVERY person in your DB
three weeks before your first issue
One week later, follow up IN PERSON
Offer special discounts if they advertisein the first issue (hook!)
Discounts
10% for advertising in 3 issues
20% for advertising in 5 issues
25% discount for first and last issue
Discounts
10% for advertising in 3 issues
20% for advertising in 5 issues
25% discount for first and last issue
Spec Ads
Design the ads BEFORE youvisit with the client.
Localize the ads with “Go Cougars,” “Welcome Back Cougars.”
Steal info from clients (business cards, fliers, etc) to spec ads.
Student-driven ads
Include pix of students in the ads
Be ready to tell the advertiser what should be in their ad
(specials, coupons, etc.)
If the ad is boring, it will bore your students and you will not get a renewal
Student-driven ads
Include pix of students in the ads
Be ready to tell the advertiser what should be in their ad
(specials, coupons, etc.)
If the ad is boring, it will bore your students and you will not get a renewal
Pillar Three:Follow-Up
Billing Procedure
1) Tearsheets2) NUMBERED invoices3) Contract Renewals
Non-advertisers
Mail copies of the paper to those that DIDN’T advertise.
Send spec ads and a “you missed out” letter to all in your DB
