Insight - Marketing and Research Newsletter

Fall 2017

Insight, Marketing and Research Newsletter from the Pennsylvania Newspaper Association

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I N S I G H T Marketing and Research Newsletter A S S O C I A T I O N P E N N S Y L V A N I A Volume 11, Issue 1 Fall 2017 INSIDE THIS ISSUE: Holiday Countdown Calendar Page 2 Key Prospects for the Holiday Season Page 3 Holiday Marketing Flyer Page 4 Newspapers Reach Company Decision Makers Page 4 Which of these Myers- Briggs ® Type Indicators Best Describes You? Page 5 How to Communicate Based on MBTI Personality Types Page 6 Understanding Advertising Frequency Page 9 Four Things Digital Advertising Sales Reps Should Know Page 10 By Jane Hungarter Director of Marketing PNA W ith the magical shopping season just around the corner, news media ad reps can help advertisers prepare for a merry season by offering ad placement strategy, along with these marketing tips. Plan your promotions By understanding consumer buying trends, retailers can schedule news media advertising and messaging to coincide with special sales periods. • Small Business Saturday targets consumers who prefer to shop at small local retailers. • By Black Sunday, shoppers are tired from a long weekend of bargain hunting. Service providers such as restaurants, bars, salons, and car washes can benefit from appealing to those seeking a reprieve from the hustle and bustle. This is also a popular day for people to purchase a Christmas tree. • Cyber Monday offers clothing and shoe deals that are about 50 percent better than earlier in the shopping weekend. Plan special holiday events Choose an event that's festive for the season, but also relates to your business, such as an author signing or reading at a bookstore, a musical performance of holiday songs at a restaurant, or a cookie-decorating demonstration at a gourmet food store. Host an Open House to showcase holiday season gifts, menus, and merchandise, or schedule special shopping nights, in-store promotions, or a VIP event at a time that you're normally closed. Offer a glass of warm cider or hot chocolate, and provide comfortable seating. Include a special offer or coupon that customers can redeem anytime up until Dec. 24. Highlight special products or services Create a newspaper advertising campaign around a product of the day or week - or promote a "Twelve Days of Christmas" theme comprised of merchandise from your store. Focus on high margin products or items that customers may not be familiar with. A smaller ad unit such as a 2x2 or 2x4 is an economical way to promote an item of the day. Promote gift cards/certificates Gift cards are a popular choice for shoppers, and they don't have to be limited to gift- giving. Consider doing a "give one, get one" promotion where customers buy a $100 gift card or $100 worth of merchandise, and get a $25 gift card for themselves. Gift cards help Tips to help advertisers prepare for the Holiday Season continued on Page 2

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