Boost your business through targeted display ads

Boost your business through targeted display ads

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Advertising in the Coffee NewsAdvertising in Coffee News is simple and fast, but

the first steps are yours.If print advertising is, or should be, part of your

marketing plan and overall business plan, let’s get started on your Coffee News ad! (Unsure? Then skip to page 9)

First, congratulations! Smart move. You’ve just locked out your competition from advertising in the same edition or editions – that is, if one of your competitors isn’t already advertising with us. Check now by calling (248) 842-9591, or at least scan the latest Coffee News – is there a direct competitor’s ads there? If not, then unless one is in the pipeline and set to appear next week, you have the green light.

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Advertising in the Coffee News

The process is easy. After confirming that your business category is still available so you don’t waste your time, start brainstorming an ad. Ask yourself:“What information must be in my ad?”“What are the main messages or points I want

to impart to my potential customers?” Some advertisers want their ads to resemble their

business cards. After all, our standard ads are about the size of business cards, though we also offer a double-size ad. Other advertisers have camera-ready art, perhaps handed down from the corporate office.

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Advertising in the Coffee NewsBelow is a Coffee News ad template to help you sketch out

your ad. Once you have a rough draft, it will be forwarded to our printer’s graphic artist. She has tons of experience designing the distinctive Coffee News ads that appear in communities nationwide. She will send back a polished draft for your review and approval. Your ad will not start running until you approve the ad.

Template: All ads have a short, snappy headline, followed by an optional sub-heading. Then we recommend an illustration on the left or right side of your ad. It can be a logo, photo such as your headshot or storefront, or most commonly, clip art. Alongside of the illustration should be three to five bullet points (odd numbers have shown to be more effective). These bullet points make up your sales message. Along the bottom of your ad is your contact information, such as name, address, phone number, fax, e-mail and web site addresses.

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Advertising in the Coffee News Tip: Don’t be afraid of white space. It draws

the eye. Plus, cluttered ads can be confusing and ineffective.

Here is a sample ad:

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Advertising in the Coffee NewsOnce you have a rough draft or a camera-ready ad,

you just send it to us via email, fax or snail mail. Tip: If you are a franchise, your corporate

office may pay for all or part of your ad under what is called a co-op advertising program. Even U.S. military recruiting offices have such programs.

Usually our graphic artist will return a draft in one or two days. We will then forward it for your review and approval. You can return it with changes or, if it meets with your approval, we will start running your ad in the next available edition – usually in about two weeks due to printing and shipping deadlines and turn-around times.

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Advertising in the Coffee NewsAs you see, the ad process is simple. Now, you

just choose whether to:Advertise for 13 weeks, 26 weeks or 52 weeks; andWhether to advertise in the:

Holly/Groveland Edition; the Fenton/Linden Edition; or Both editions.

Tip: Ask about our “13-week open-ended advertising agreement!”

Here is a list of our Coffee News stand locations.

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Advertising in the Coffee NewsAdvertising rates go down the longer you agree

to advertise. They also are priced to encourage you to advertise in both editions. Just call us for our rates.

“Why can’t I advertise for one or two weeks,” you might ask? Good question. First, that would be an administrative headache for us; second, and most importantly, advertisers benefit from the repetitions of their ads. Ads need to run several weeks before advertisers start seeing benefits. Ads that run a week or two are far less effective. That’s not to say we can’t make an exception and run abbreviated ads for seasonal employers or special events. Otherwise, the minimum ad length is 13 weeks or three months.

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Advertising in the Coffee NewsNow when you contact us to advertise or obtain our

rates, you will already know how the process works and which decisions need to be made.

By the way, we take cash, check, money order, Visa or MasterCard. Payment terms are flexible. You may pay everything up front, which we prefer, or we can bill you monthly. We can automatically charge your credit card or debit your checking account.

Ready? Call us now at (248) 842-9591.Not convinced a Coffee News ad is for you? That’s

OK. The rest of this presentation is designed to help you make up your mind. That process will be far easier if you have certain business essentials in place. Read on …

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Advertising in the Coffee News It’s important to have a marketing plan that serves as a

roadmap for growing your business and reaching business goals. Running a business without goals is akin to a rudderless boat: There is no direction, and your destination is unclear. Review your marketing plan’s objectives. No objectives?

Tip: Set objectives that are SMART – Specific, Measurable, Achievable, Realistic and Time-based. Take your time. Ask yourself where you want to be in a year, three years and five years. Ask yourself: “Am I in a start-up mode, growth mode, maintenance mode or downsizing mode. Who is my competition? Am I trying to differentiate my business on price, product or customer service? If so, do I hold a competitive advantage? Why?” Also ask, “Do I have a grand business strategy?”

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Advertising in the Coffee NewsHarvard Business School's Michael Porter

developed a framework of generic strategies that can be applied to strategies for various products and services.

Cost-leadership strategies require businesses to

develop policies aimed at becoming and remaining the lowest cost producer and/or distributor in the industry.

Differentiation strategies require a business to create something about its product that is perceived as unique within its market.

Focus, the third generic strategy, involves concentrating on a particular customer, product line, geographical area, channel of distribution, stage in the production process, or market niche. A focus strategy is often appropriate for small, aggressive businesses that do not have the ability or resources to engage in a large-scale marketing effort.

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This is a good time to write mission and vision statements, if you haven’t already. A mission statement is a set of clear, concise

marching orders for present action, for taking you from today to your vision for the future.

A vision statement is what that future looks likes in maybe three to five years.

Each statement should capture the essence or raison d'etre of your business and its objectives. Mission and vision statements are working, living documents – not frilly lip service that gathers dust somewhere.

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Advertising in the Coffee NewsYou should now have a much clearer idea of where you’re

at and where you want to be. If you don’t already have a business plan, at least you now have some key building blocks for one. You can now make better decisions about implementation of your marketing plan. Since Coffee News is targeted advertising that focuses on the types of buyers businesses covet, it undoubtedly should be a centerpiece of your plan.

Still unsure? Then ask yourself: “What is my advertising budget?” Coffee News is very affordable advertising and its rates are less expensive than many other, less targeted advertising venues. If you’ve already exceeded your budget, then ask yourself if your existing advertisements worked and whether you are on track to reach your objectives. And if your objectives involve increasing sales or increasing your business name recognition among local consumers, Coffee News is an excellent choice!

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You Are Here!

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Advertising in the Coffee NewsStill not convinced? Ask yourself: “What are

my business’ two or three biggest problems? What are the two or three biggest things my business needs to improve?”Maybe you need to increase walk-in traffic. Maybe holiday sales are great but sales lag at other times. Maybe you need to increase sales among women or young adults 18 to 25.

Now is a good time to watch our 4-minute video for potential advertisers. Just click the icon …

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All forms of advertising have their advantages. Weigh the advantages of Coffee News, such as affordability and weekly repetition of your advertising message, against the following disadvantages of other types of advertising:

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Advertising in the Coffee NewsTraditional Newspaper Advertising DisadvantagesAd space can be expensive Your ad competes against the clutter of other

advertisers, including the giant ads run by supermarkets and department stores, as well as the ads of your competitors

Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded

You may be paying to send your message to a lot of people who will probably never be in the market to buy from you

Newspapers are a highly visible medium, so your competitors can quickly react to your prices

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Advertising in the Coffee NewsMagazine Advertising DisadvantagesLong lead times mean that you have to make

plans weeks or months in advance The slower lead time heightens the risk of

your ad getting overtaken by events There is limited flexibility in terms of ad

placement and formatSpace and ad layout costs are higher

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Advertising in the Coffee NewsPhone Book Advertising DisadvantagesPages can look cluttered, and your ad can

easily get lost in the clutter Your ad is placed together with your

competitors Limited creativity in the ads, given the need to

follow a pre-determined format Ads slow to reflect market changesPhone book sits in a drawer or on a shelf when

not being used, which is 99.999% of the time.

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Advertising in the Coffee NewsRadio Advertising DisadvantagesBecause radio listeners are spread over many

stations, you may have to advertise simultaneously on several stations to reach your target audience

Listeners cannot go back to your ads to go over important points

Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listener's "tune-out" factor and ensure message retention

Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention

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Advertising in the Coffee NewsTV Advertising DisadvantagesMessage is temporary, and may require multiple

exposure for the ad to rise above the clutter Ads on network affiliates are concentrated in

local news broadcasts and station breaks Preferred ad times are often sold out far in

advance Limited length of exposure, as most ads are only

thirty seconds long or less, which limits the amount of information you can communicate

Relatively expensive in terms of creative, production and airtime costs

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Advertising in the Coffee NewsDirect Mail Advertising DisadvantagesSome people do not like receiving offers in their

mail, and discard them away immediately without even opening the envelope

Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of your mailing list

Long lead times are required for creative printing and mailing

Producing direct mail materials entail the expense of using various professionals - copywriter, artists, photographers, printers, etc.

Can be expensive, depending on your target market, quality of your list and size of the campaign

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Advertising in the Coffee NewsTelemarketing Advertising Disadvantages An increasing number of people have become averse to

telemarketing More people are using technology to screen out unwanted callers,

particularly telemarketers Government is implementing tougher measures to curb

unscrupulous telemarketers Lots of businesses use telemarketing If hiring an outside firm to do telemarketing, there is lesser

control in the process given that the people doing the calls are not your employees

May need to hire a professional to prepare a well-crafted and effective script

It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm

It is most appropriate for high-ticket retail items or professional services

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Advertising in the Coffee NewsSpecialty Advertising DisadvantagesTargeting your market is difficult This can be an inappropriate medium for some

businesses It is difficult to find items that are appropriate for

certain businesses Longer lead time in developing the message and

promotional product Possibility of saturation in some items and audiences Wrong choice of product or poor creative may

cheapen the image of advertiser

Source: "How to Start and Operate a Successful Small Business: Winning the Entrepreneurial Game" by David E. Rye; and contributions from PowerHomeBiz.com writers

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Advertising in the Coffee NewsStill on the fence?No need to decide this moment. Take some

time to consider Coffee News advertising. We have nothing to hide. We’ll be here.

Maybe Coffee News isn’t for you. If that is your decision, thanks for your consideration, and we hope this presentation has been helpful, even valuable.

You’ve convinced me!Call (248) 842-9591 now!

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Get in touch with Coffee News:

PH: (248) 842-9591Fax: (248) 634-4008E-mail: [email protected]: www.coffeenewsusa.biz

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Advertising in the Coffee NewsCoffee News is a proud member of …

Member of Better Business Bureau of Detroit and Eastern Michigan

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THE END

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Boost your business through targeted display ads