Two of the most powerful ways to promote your publication is to conduct a marketing seminar and open house for the merchants in your market. This can include your inactives, regulars, and prospects.
The burning question you should ask in your first promotional effort is, “Do you feel you need more advertising knowledge? The answer is the upcoming complimentary marketing seminar “Creative Strategy to give you more impact for your advertising budget” which will be held at the (name of hotel) from 9:00 to 12:00 noon on (date). A continental breakfast will be at 8:30 am. The instructor will be (name), our sales manager.
Participants will learn:
- The nuts and bolts of very creative advertising and psychology
- How to build great campaigns and developing top of mind awareness
- Digital advertising—tips for better exposure
- Effective ad design—use of color
- Yearly programming—marketing plan—budgeting—media mix study
- Workshop small group ad campaign exercise
Pass out reference materials will be in individual folders for each participant. Register for this informative seminar by calling (phone number of paper) or online at (website address). Registration deadline is (date).
Why let our sales manager present this seminar?
Sales manager background experience. This career experience makes our sales manager the logical choice to help you with your advertising effort.
Open House Event
A weekly newspaper decided to have an open house event for their inactives, regulars, and prospects. They decided on a provocative theme, “Once a week does it.” Plastic buttons with the theme copy were made and worn by all members of the paper weeks before the open house.
The open house happening had the following arrangements:
All personnel wore their button—the setting was a popular hotel with a pool where the festivities took place—there was live music by a popular trio, champagne punch fountain, and hot hors d’oeuvres.
Local dignitaries were invited including one state senator and the mayor of the host city. Invitations went to 400 people and 245 attended. The paper had a colorful display booth and their key personnel were present to give information and answer questions. Most of the expense was traded off. It was wildly successful with great increases in advertising from the participants.
A progressive newspaper needs a memorable memory hook, a slogan that stirs the imagination and can be put on all mastheads, sales materials, sides of delivery trucks, etc. Advertising specialties are great reminders and the greatest items are ones that can be used in the kitchen of your customer’s homes. They include yardsticks, jar openers, sponges, and magnetic signs that go on refrigerators. Your logo should be on all the refrigerators in your market area.