10. Market|why
Why advertise?
a) Because the ad rep won’t stop calling
b) Because it’s a good deal
c) Because we have a new logo H
d) Because we need more business H
11. Market|why what
What to advertise?
a) your community
b) your outstanding work force
c) your schools
d) your low electric rates
e) all of the above H
f) none of the above H
12. Market|why what
What to advertise?
Is your Unique Selling Proposition (USP)…
g an industry cluster?
g a unique overlap of industries?
g an unusual business?
g a close association with a university?
g a distinct geographical asset?
13. Market|why what
What does your community have that others don’t?
Say it first and you have a USP.
energy life science
farming/
agribusiness
plant and
animal health
biodiesel, algae
proteins &
wind
nuclear
energy and
medicine
15. Market|why what who
Use the air campaign to set
a) an industry
b) site consultants
c) everyone
d) a person H
16. Market|why what who
Identify the person you want to talk to. Then use your
ad to “talk to them” through genuine communication.
17. Market|why what who
Who are you advertising to?
g % of the readers that are male
g Age range of the largest segment of readers
g Educational attainment of average reader
g Average salary of readers
g % of readers C-level executives
g % of readers with a technical background?
g What other pubs are subscribers reading?
g Who are the other advertisers in this magazine?
18. Market|why what who where
Where will you advertise?
a) in a brochure H
b) in a magazine H
c) on the side of a cow H
d) on the web H
19. Market|why what who where
Where will you advertise?
Primary considerations…
g cost
g geographic market
g number of impressions
g quality of those impressions
g timing
20. Message| the wow factor
HOW to WOW
Fitting your message to the correct target audience
will help build the relationship after the sale.
22. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
23. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
24. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
g band wagon
g comparison
g slice of life
g fear
g value-added
g testimonial
g branding
g 100% urge to action
33. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
3. Brainstorm
g allow your left brain to take a nap
g be respectful to others
g designate a note-taker
g bring cookies
34. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
3. Brainstorm
4. Practice the golden rule
g Be kind to your competitors
g Respect your readers’ intelligence
35. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
3. Brainstorm
4. Practice the golden rule
5. Keep it short and sweet
36. Message| the wow factor
BUSINESS
HAPPENS
HERE.
www.missouripartnership.com
37. Message| the wow factor
BUSINESS
HAPPENS
HERE.
www.missouripartnership.com
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