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Power of Press workshop:The secrets to unlocking the power of newspaper advertisingThese workshops are designed and presented by Graham Barr. Graham is a former General Manager of international advertising agency, McCann Erickson. He is an experienced and accomplished advertising professional with wide experience in advertising covering a variety of industries. These include: airlines, finance, automotive, insurance, energy, real estate and retailing. His workshops are presented in many countries including Australia, New Zealand, South Africa, England, Northern Ireland and USA. |
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Newspaper power not always maximised Newspapers remain one of the most powerful advertising vehicles for most businesses. Sadly, the potential offered by newspapers is not always realised by advertisers. This is because not all businesses have access to the experience or knowledge required to make best use of newspaper advertising. This is a great pity because it will not only be costing the advertiser valuable business but at the same time limiting the appeal that the newspaper will have with this advertiser. In the absence of any evidence to the contrary advertisers getting results less than they expect will generally look to the medium as the cause of their problem. This may well stimulate a flirtation with a lesser medium. Most local advertisers are in need of an advertising education. If newspapers don't teach their clients about advertising then the alternative is that the client will simply flounder about and allow personal preferences that may or may not be valid, to predominate. Worse still the client may seek and get ill-advised guidance from other sources. The secret to selling more advertising space Newspaper advertising salespeople will generally not sell any more space in their newspaper by being schooled in how to overcome objections, or how to effectively open or close sales appointments. While these and other selling techniques can be useful, there is a far more powerful tool that they should be using. And that is the knowledge of advertising and advertising techniques. Clients are not looking to buy advertising space, but rather, are looking for solutions that will help sustain and grow their business. If an advertising salesperson has the kind of knowledge that the advertiser is looking for and is able to demonstrate how best to utilise the pages of their paper then the business will naturally follow. A newspaper advertising workshop The Power of Press workshop has been designed to help both newspaper advertising personnel and their clients. Since its creation over 10 years ago this workshop has been well received wherever it is presented. It is a no nonsense approach to the world of newspaper advertising presented by an advertising professional who pulls no punches. The Power of Press workshop is available worldwide for both newspaper advertising sales personnel and clients of participating publications. The emphasis for newspaper advertising sales personnel is for them to grow their sales figures by focussing on their clients' business and selling newspaper advertising as a business solution rather than just 'selling space'. They will also get practical guidance on the basics of good newspaper advertising construction. Clients will gain a better understanding of the basics of advertising and how to maximise their budget using newspaper advertising. They will also get practical guidance on the basics of good newspaper advertising construction.
What the workshop participants say Some comments from those that have attended the workshop:- Newspaper Advertising Salespeople
Advertisers
Graham Barr, writer and presenter of the Power of Press workshop is an accomplished presenter as well as an experienced advertising professional. Starting his advertising career over 30 years ago as a newspaper advertising sales representative he has never lost his passion for newspapers. His down to earth approach to advertising is something that both advertising sales people and advertisers alike relate to. He is a former General Manager (Wellington) of the international advertising agency McCann Erickson. His wide experience in advertising encompasses a variety of industries including airline, finance, tyres, insurance, energy, real estate, and retailing. He has worked with all major media including television, radio and print. In addition, he has extensive experience with direct marketing and market research. His views on advertising have been published in a number of advertising journals. He has been recognised internationally for his marketing innovations, which have been circulated on videotape to over 70 countries, with some of his initiatives being adopted in Europe. He has also been guest lecturer on advertising at Massey University, New Zealand. Graham's background also includes a role as Classified Advertising Manager for two daily newspapers and as Sales supervisor for a daily newspaper. He is a past Advertising Manager for a number of publications. His three-day course, Planning Advertising, written for daily newspaper salespeople is in use today. He has acted as advertising consultant for a number of companies and produced his own publications. His world wide newspaper training has included: USA, England,The Republic of Ireland, Australia, New Zealand and South Africa. At the recent World Association of Newspaper's Conference in Paris he delivered a presentation on "Essential skills for today's market place" prompting the organisor to comment "Many thanks for your excellent presentation, it greatly contributed to the success of the event" The Power of Press workshop is a lively 90 minute presentation that involves all participants. Most newspapers prefer to have the workshop for their sales personnel separate from their clients. Pricing Pricing is based on a daily rate which includes two Power of Press workshops per day. Multiple days are available by negotiation. How to arrange a workshop To enquire about your newspaper taking advantage of the Power of Press workshop:- Contact Graham Barr |