1. Preparing to sell

2. Target advertisers
The first step in every ad campaign is to identify potential advertisers.
Search phone books, yearbooks, school newspapers, programs from sporting events, musicals and plays.
Obtain names, addresses and phone numbers.
Prioritize businesses that would appeal to students.
Map out geographic locations and create territories.
Balance the number of businesses per team.
Try to assign businesses to staff members with personal connections.

3. Prepare sales kits A good sales kit should include
Copy of last year’s book
Fact sheet
Circulation
Number of pages
Color or black and white pages
Distribution date
Awards
Market survey

4. Prepare sales kits A good sales kit should include
Photocopy of previous ad if advertised before
Rate sheet
Ad sizes
Prices
Contract – include ad policy
Mock-up of potential ads
Great way to motivate to buy
Based on research of other ads they run in other media
Always make sure mock-up is geared toward students

5. Prepare sales kits A good sales kit should include
Dummy sheet to sketch ad while at business – saves return trip
Business cards
Sales brochure
Includes contract information
Sizes, prices
Reasons to buy
Market survey results
Good to leave behind with merchant if undecided

6. Prepare sales kits A good sales kit should include
Anything merchant can display to show he supports the yearbook by advertising
Thank-you stickers
Posters
Buttons

7. It’s about presentation
For a successful ad presentation
Research the business before the visit to identify potential products and services appropriate for your market.
Dress appropriately and be polite.
Speak with the manager or owner.
Leave information behind if not available.
Find out a good time to return.
Introduce yourself and the publication.
Explain the purpose of the visit.
Refer to the fact sheet and survey results.
Explain the benefits of advertising in yearbook.

8. It’s about presentation
For a successful ad presentation
Explain ad sizes and prices, and refer to examples.
Provide rationale for objections the merchant may have.
Assume the sale.
Don’t ask, “Do you want to buy an ad?”
Ask, “Which ad size would best suit your needs?”
Complete the contract.
Thank the merchant – even if no sale happens.
Be sure to follow up with the merchant as needed.