Guide to Advertising in the Coffee News

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Guide to Advertising in the Coffee News

• Boost your business through targeted display ads

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Advertising in the Coffee News

• Advertising 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,
  lets get started on your Coffee News ad!
  (Unsure? Then skip to page 9)
• First, congratulations! Smart move. Youve just
  locked out your competition from advertising in
  the same edition or editions that is, if one of
  your competitors isnt already advertising with
  us. Check now by calling [phone], or at
  least scan the latest Coffee News is there a
  direct competitors 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 dont
  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 News

• Below 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 printers 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 Dont 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 News

• Once 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 News

• As you see, the ad process is simple. Now, you
  just choose whether to
• Advertise for 13 weeks, 26 weeks or 52 weeks and
• Whether 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 News

• Advertising 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 cant 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. Thats not to say we cant 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 News

• Now 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 [phone].
• Not convinced a Coffee News ad is for you? Thats
  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

• Its 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 plans 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 News

• Harvard 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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Advertising in the Coffee News

• This is a good time to write mission and vision
  statements, if you havent 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 News

• You should now have a much clearer idea of where
  youre at and where you want to be. If you dont
  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 youve 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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Advertising in the Coffee News
You Are Here!
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Advertising in the Coffee News

• Still 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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Advertising in the Coffee News

• 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 News

• Traditional Newspaper Advertising Disadvantages
• Ad 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 News

• Magazine Advertising Disadvantages
• Long 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 format
• Space and ad layout costs are higher

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Advertising in the Coffee News

• Phone Book Advertising Disadvantages
• Pages 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 changes
• Phone 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 News

• Radio Advertising Disadvantages
• Because 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 News

• TV Advertising Disadvantages
• Message 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 News

• Direct Mail Advertising Disadvantages
• Some 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 News

• Telemarketing 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 News

• Specialty Advertising Disadvantages
• Targeting 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 News

• Still on the fence?
• No need to decide this moment. Take some time to
  consider Coffee News advertising. We have nothing
  to hide. Well be here.
• Maybe Coffee News isnt for you. If that is your
  decision, thanks for your consideration, and we
  hope this presentation has been helpful, even
  valuable.
• Youve convinced me!
• Call [phone] now!

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Advertising in the Coffee News

• Get in touch with Coffee News
• PH [phone]
• Fax [phone]
• E-mail disessab_at_comcast.net
• Web www.coffeenewsusa.biz

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Advertising in the Coffee News

• Coffee News is a proud member of
• Member of Better Business Bureau of Detroit and
  Eastern Michigan

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Advertising in the Coffee News

• Press Escape key to exit presentation

THE END