March 25, 2008

TO: Publishers, Ad Managers - All Kentucky Newspapers

FROM: David T. Thompson

RE: 2008 KPA Spring Ad Seminar

So what are you looking for from your advertising staff this year?

Want your retailers to schedule more campaigns or series of ads?

Does your ad staff need to learn more about overcoming objections?

Ready to take your online advertising sales to a new and better level?

Then reserve your ad staff a spot at the 2008 KPA Spring Ad Seminar. It’s scheduled for Thursday and Friday, May 15 and 16, at the Holiday Inn Airport/Fern Valley Road in Louisville.

Jeff Greene returns to the Bluegrass for three full sessions that’ll get your staff motivated and help them learn how to sell advertisers effective campaigns; how to overcome objections; and how to take your online advertising sales to the next level so you can get some of that $2.7 billion sold for newspaper websites.

Jeff Greene is a retail advertising specialist and heads his own marketing company, THE GREENE GROUP. Jeff provides customized retail sales and media marketing services, including personalized consulting and product development, across all retail categories, to retailers and newspapers. The majority of his time is spent conducting customized seminars and interactive workshops throughout the United States.

For almost 10 years, Jeff was a vice-president of the Newspaper Association of America, after spending 20 years as a retailer. Originally from the midwest, he was a manager and buyer for Macy's in Kansas City; store manager for The May Company in Los Angeles; store manager for Dayton's in St. Paul, Minnesota; and vice-president/director of regional stores for Diamond's in Phoenix. He also worked for Carlson Companies in their catalog showroom retail company as Director of Field Merchandising. Jeff has also been a special consultant to Lee Enterprises, a multi-media company based in Iowa and more recently, worked on Internet marketing projects bundling print and online media.

Enclosed is the program for May 15-16, a room reservation form for the Holiday Inn Airport (send that to the hotel by May 2) and a seminar registration form (send that to KPA by May 8).

Rooms at the Holiday Inn are $77 (plus tax) and the seminar registration is $80 for both days, $45 for either day.

The seminar closes out Friday, May 16 at noon with the presentation of the Advertising Excellence in Kentucky Newspapers - 2008 awards luncheon. Letters to winners will be mailed later in April.

For now, get your staff signed up, and remember to reserve them a room at the Holiday Inn Airport.

Thursday, May 15

12:30 p.m. Registration (Hotel Convention Center)

1 p.m. - 3 p.m. EFFECTIVE CAMPAIGN SELLING

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication.

The critical part of making an advertising campaign is determining a ''campaign theme,” as it sets the tone for the individual ads. The campaign theme is the central or core message that will be communicated throughout all ads. These campaign themes are usually developed with the intention of being used for a substantial period of time.

Ideally, each element in the campaign adds to the cumulative impact. This new program demonstrates newspaper campaigns from across the country and provides specific guidelines for effective campaign selling by sales reps in markets of all sizes. This program will make you NEW money now.

Also discussed will be the importance of frequency, specific creative and marketing questions to ask campaign prospects, ways to “blow” a good campaign and great rules for a great ad campaign. A thorough handout is provided with this two - hour PowerPoint presentation.

The Session Agenda for “Effective Campaign Selling”

1. What advertisers want; why campaigns are important
2. What is an ad campaign?
3. Can you present and sell campaigns?
4. Ask the right questions
5. Is it a campaign?
6. How can your advertiser support the campaign?
7. 10 ways to blow your campaign
8. You must have a CORE idea
9. Great campaign examples
10. Go beyond the campaign

3:15 p.m. - 5 p.m. HOW TO OVERCOME OBJECTIONS
(The Wacky Things People Say to Avoid Buying Newspaper Advertising)

To many new salespeople, the idea of a client raising an objection is the most frightening prospect they face. After all, an objection is a form of rejection. A skill in overcoming objections is the key to success in selling. Actually, objections should be welcomed. Objections show the client is interested in and thinking about what you have to offer. An objection gives you a chance to continue the selling process and it draws you closer to making the sale.

The most important point to remember in this situation is that the decision to place advertising in a newspaper is a dollars-and-cents business issue. Our interactive two-hour presentation discusses over 40 individual objections and numerous possible positive responses used by the most successful sales reps. A handout is included.

Friday, May 16

8 a.m. Continental Breakfast

8:30 - 11:45 a.m. HOW TO SELL ONLINE ADVERTISING
(Untangling the Web for ad reps)

The audience for newspaper web sites is growing faster percentage-wise than the Internet audience at large, according to a study commissioned by the Newspaper Association of America.

Advertising on newspaper web sites increased 31.5% to nearly $2.7 billion, the Newspaper Association of America reported in preliminary year-end estimates in March, 2007.

We know that people who visit newspaper-produced Web sites on an average day are more engaged by the Internet and make greater use of the medium for advertising and shopping information, and for various types of news and information, according to a study from the NAA conducted by MORI Research. We also know that demographically, newspaper Web sites attract younger, better-educated and more affluent readers than nonusers of newspaper Web sites.

The message to the advertiser is clear: Get the most out of your advertising dollar with an integrated media mix. It is the ad rep’s job to convince clients and prospects of this message. If the rep can work with their client and be creative, the Internet will work for them.

The value of integrating print and web is in being able to offer advertisers combo deals that tie them into the paper. That means deals that are flexible, easy to understand, and priced in a way that makes them that much more attractive than anything the competition can come up with.

This new program covers Internet facts, selling tactics, Web definitions, common objections and solid examples of success stories used by ad reps in many markets.

Most small merchants are not experts in advertising. Many don’t advertise because they don’t know what to do. Many more welcome the opportunity to be a partner with an expert in online/print advertising so they could trust being told what to do. This 3- hour presentation will definitely build client trust and generate new ad revenue for your newspaper. A handout is provided for each attendee.

Program Outline
– Web statistics
– Web visitor demographics
– Why advertise online
– Standard web ad sizes
– Why newspaper Web sites work
– What are online visitors looking for
– Power User profile
– Selling the ads
– Great sales questions
– Overcoming objections
– Using testimonials
– Rate yourself
– Why newspaper sites work

12 Noon - 1:45 p.m. Lunch and Advertising Excellence in Kentucky Newspapers - 2008 Video Presentation

Awards luncheon followed by the video presentation of the 2008 advertising contest awards. The contest was judged by the Arizona Newspapers Association.

Click Here for FULL Spring Ad Seminar Packet (PDF)

Click Here for Spring Advertising Seminar Registration form (PDF)

Click Here for Room Reservation form (PDF)