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June 2000
What Advertisers Are Telling Us Part 2
Beyond reducing advertising rates, what could make a difference in advertisers' satisfaction with
their advertising investment in daily and Sunday newspapers? Where do newspapers need to focus
attention and resources to improve the perception of value?
1. Newspapers are perceived as excellent at achieving geographic coverage. That's not the case
for targeted demos, advertisers' current and potential customers.
Research has documented newspapers do give advertisers the targets they want - it's a matter
of communicating this message. When sales reps use audience-based selling and talk to advertisers
about how different demographic and lifestyle groups read the newspaper, perceptions rise.
2. One of the most valuable ways to address the cost-effective perception is to demonstrate that
newspaper advertising works. Advertisers are often frustrated because they don't know their
ROAI...return on advertising investment. They want a way to track response.
Seek ways to collaborate with advertisers to demonstrate the effectiveness of newspaper advertising -
coupons, point-of-sale surveys, a special telephone number, test experiments, etc. Advertisers report
other media are working with them along these lines - we see it too. Think of business the way
advertisers do. They measure effectiveness by whether an ad sold the product or service or the number
of people who walk through the door. Use testimonials to demonstrate the success of newspaper
advertising. Especially with category competitors. Ask how to be a better partner. Do your homework
and know what is happening in their line of business (the Internet, if you have access, can be
valuable); find out what their current marketing program encompasses.
Being effective can simply mean communicating that you already have desired readers! What are you
doing to improve circulation and readership? Marketing and on-going promotion of the newspaper must
become a part of the way newspapers do business. Advertisers respond favorably to a newspaper's
multi-media marketing campaign. They feel good about advertising. Foster the belief that when the
newspaper promotes itself, it serves the advertiser.
3. Newspaper advertisers are using an average of six other media. Recent projects suggest broadcast
television is likely to see an advertising increase. Internet advertising will get a boost from
classified advertisers.
To determine where you have the best dollar potential, determine which competitors are well used
but with whom satisfaction is low. Yellow Pages display advertising frequently falls in this
category. So far, satisfaction with the Internet is low with some advertiser categories.
Enhance your competitive position and develop ways to become indispensable - delivering advertisers
their customers, knowing what is happening in their line of business, sharing competitors' examples
and from other markets, making suggestions to increase advertising effectiveness, providing top
quality reproduction of their ads, offering deadline flexibility (read: shorter).
4. Improve on one of the newspaper's strongest assets - the sales reps. The excellent service provided
by sales reps is a valuable resource. Perceptions are that sales reps are every bit as likely to be
the reason for high satisfaction as is getting results.
Most newspapers have market research available, but too often sales reps overlook this resource because
they lack the knowledge of how to use it. Don't let that happen. Train. Extract bits and pieces of the
research and systematically share it with customers...by a variety of categories, sorts and methods
to continually remind customers of availability; and, that you're interested in serving their needs.
Since we excel, reinforce basics and mechanical aspects of our advertising relationship - answering
inquiries, executing orders, etc. Satisfaction with sales reps' quality is high, but there is
always room for improvement.
Strengthen the newspaper's relationship with advertisers by inviting them to review progress over the
past 12 months and to discuss advertising objectives and develop next year's strategies. Introduce
advertisers to the staff and services available- layout, finding co-op dollars, promotional tie-ins,
research and marketing information, etc. Don't assume advertisers know the support and value-added
services available.
Say "thank you" for their business. Make it simple or make it creative, but let them know the newspaper
appreciates their business, cares about them, and is interested in their success.
Newspapers are selling not only opportunities for advertising, but also tools to help advertising
customers. If it works and the customer succeeds, the newspaper succeeds as well
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