Advertising is everywhere. Businesses must be savvier than ever with how they present themselves and spend their advertising budget.  Most small and medium-sized businesses are poorly served by print, radio and TV advertising because they provide circulation beyond or outside the selling reach of such businesses.  Also, they cost three or more times the targeted circulation they need. Even leafletting and direct mail, which allow them to choose their own circulation, can be expensive. More often, such materials are thrown away without being read.

Enter COFFEE NEWS.

Your local business NEEDS local coverage for the simple reason that majority of its frequent customers live or work within a radius of 5 kms.  Major advertising media do not target so precisely.  COFFEE NEWS manages to reach the highest and most potent concentration of potential customers of ANY media—for a fraction of the cost! 
 
Let COFFEE NEWS increase your business exposure.

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Exclusive.                             Only one advertiser per business category is accepted in each weekly city edition of Coffee News.  This effectively locks out competition.  Exception: Tourist edition accepts competitive ads.

Circulation.                           Coffee News Ortigas Edition is distributed in 11 subdivisions, 14 office buildings, 26 residential condominiums ... and continuously increasing the number of locations. 

                                      Above circulation and distribution give you the same base of readers.

                                      On the other hand, Coffee News has additional targeted distribution to locations (where customers are either first-time visitors or loyal patrons) that give you an ever-expanding base of readers. Coffee News is also distributed to an average of 170 dining outlets with a potential of 306,000 clients (based on 2 meals a day, 30 diners per meal, for 30 days).  If only 20% reads Coffee News, almost 61,200 dining customers would have seen its ads.

Affordable.                            Consider our current standard rate and promotional offers.

                                      Standard Ad:             Ps 1,800/ad

                                         Size:  7.5 ccm x 5 cm (H)

                                                  or Ps 360 per column cm

                                      4th Quarter Promo (Oct-Dec 2008):

                                      Package of 12 ads      Ps 1,400/ad 

                                      Package of 24 ads          1,200/ad

                                      Package of 52 ads          1,000/ad

                                      But first, decide which advertising schedule is appropriate for your business objective, e.g. monthly, or 2x per month, or weekly.

                                      Weekly sells new products / events. 2x per month builds awareness and recall that will lead to future sales. Monthly supports market presence. 

                                      Then, submit an Inquiry Form or email adcoffeenews@yahoo.com and briefly comment on ....                type of product,                 specific business category, preferred advertising schedule and target marketing area. 

                                      GUARANTEE:  If you continue to renew your initial advertising package, there will be no price revision until April of each year, when a review of annual inflation is made that may or may not lead to a price increase.

Targeted.                              Coffee News will access customers with proven buying power … able to dine in restaurants and avail of the services of doctors, beauty salons, resort spas and the like.

Customized Ad Size.           STANDARD

                                         Ad Size:  7.5 col cm x 5 cm (H)

                                                or,     3 inch    x 2 in.  (H)

                                      SPECIAL:  Double-the-Height

                                         Ad Size:  7.5 col cm x 10 cm (H)

                                                or,     3 inch    x   4 in.  (H)

                                      Ads complement each other with a standard ad size.  All ads are seen systematically and are not cluttered.

Consistent Repetition.   

Hints to Intending Advertisers

By Tomas Smith, London 1885

The first time a man looks at an advertisement,

he does not see it.

The second time, he does not notice it.

The third time, he is conscious of its existence.

The fourth time, he faintly remembers having seen it before.

 The fifth time, he reads it.

The sixth time, he turns up his nose at it.

The seventh time, he reads it through and says, “Oh bother.”

The eighth time, he says, "Here’s that confounded thing again.”

The ninth time, he wonders if it amounts to anything.

The tenth time, he thinks he will ask his neighbor

if he has tried it.

The eleventh time, he wonders how the advertiser makes it pay.

The twelfth time, he thinks perhaps it may be worth something.

The thirteenth time, he thinks it must be a good thing.

The fourteenth time, he remembers that

he has wanted such a thing for a long time.

The fifteenth time, he thinks he will buy it some day.

"Retina Burn" Theory.

The Selling Sherpa

By Patrick Williams

Do you ever wonder why buyers automatically call their established vendors to make a purchase despite the fact that you have a better product, better price and better service?

One factor contributing to this behaviour is something called "Retina Burn".

The "Retina Burn" theory suggests that buyers

have to be exposed to your name at least 21 times

during a six-month period for you to be "Top-of-Mind"

when they start to consider who to contact for solutions.

Take a look at your prospecting history.  Have your

top prospects seen your name 21 times in the past 6 months?

If they haven't, what are you prepared to do about it?

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USA Testimonials
         www.coffeenewsusa.com/testimonials-c.html

CANADA Testimonials
         www.coffeenewsnet.com/atestimonials.html

ASIA-PACIFIC Testimonials
          www.coffeenewsasia.com/Testimonials/tabid/861/Default.aspx

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  A real life example of
  two companies' approach
  to advertising 

  The Story of Two Hairdressers
  by Jean Daum
  COFFEE NEWS World Head Office

b. May 27, 1951 - d. July 23, 2007 

    I once had a community newspaper I called the “Suburban” and in one particular issue in 1983 I had two hairdressers—who happened to be right across the street from each other—advertise exactly the same perm special with the same quarter-page advertisement size. They also paid the same price for their advertisements.

    The first hairdresser was Unisex Scissors who had been 10 years at the same location and had an advertising budget that allowed them to buy one quarter-page advertisement every three months or so.

    The other hairdresser was a new franchise called Singleton’s—just two years in business before they opened up their new location in the suburb of Charleswood, right across the street from Unisex Scissors. They had been there for a month before advertising in my newspaper.

    During Singleton’s two years in Winnipeg, they had advertised quite extensively on TV, radio and paid circulation newspapers, especially when they were first introducing themselves to Winnipeggers. By the time they opened their Charleswood location they already had at least eight locations compared to Unisex Scissors’ one location.

    The results from both advertisements were real eye-openers for me. The graphics and context of both advertisements were equally good, so the only thing different was their previous advertising.

Unisex Scissors got 13 coupons back from their advertisement and they were thrilled with the results. The 13 perm sales not only paid for the advertisement but gave them more profit than usual since one or two people using the coupons were brand new customers.

    Singleton’s got 413 coupons back and they were only mildly pleased with the results!

    Of course, I published Singleton’s results in my newspaper as an example of the results you could receive by advertising in the paper. It was only years later I realised that Singleton’s did not get their 413 coupons returned from my paper alone. That advertisement just stood very, very high on the shoulders of EVERY OTHER Singleton’s advertisement read or seen by every one of my readers. Singleton’s had done an excellent job marketing their concept and now were reaping such huge rewards.

    Every $100 spent on advertising returned a MINIMUM $5,000 profit to the Singleton’s corporation. Unisex Scissors—although very happy with the results—got $100 or so expense paid profit from their $100 investment, after being a neighbourhood hairdresser for TEN YEARS!

    Was Singleton’s a better hairdresser than Unisex Scissors? NO! They just made people BELIEVE they were better. (In fact, I found out years later that the “Special Singleton’s Way of Cutting Hair” was the SAME training EVERY hairdresser gets. Singleton’s just made it “appear” as if it were only available to Singleton’s-trained hairdressers.)

What can we learn from this example?

Lesson One.  Every new business has the potential to be a Unisex Scissors or a Singleton’s, or anywhere in between or beyond.

Lesson Two.  It’s not who or what you are that determines success or failure. It’s how or what you “appear” to be in the eyes of people who are your potential customers.

Lesson Three.  No advertisement works alone! All advertisements generate results compounded by all the previous advertising you’ve done. As with Unisex Scissors—even ten years of quarter-page advertisements every three months—only brought them to a level of $100 net profit per $100 spent. Too much time between advertisements robbed them of most of their “residual effects” while Singleton’s went from being unknown to $5,000 net profit per $100 spent advertising results in only TWO YEARS.

Lesson Four.  Brand new businesses are starting from “square one”—no residual effects whatsoever—so yes, you are NOT going to get your investment back on your first few advertisements, especially if you allow your advertising to get too cold. This is why most small advertisers think that advertising doesn’t pay.

Lesson Five.  Find your niche and make a pest of yourself! Don’t let your potential customers go even a week without saying “Hi – here I am!” in as many fun and creative ways as you can. You don’t win friends—or customers—by being a “serious, business only” person. And you don’t win friends or customers by coming on hot and heavy and then disappearing for three months—until you are hot and heavy again.

Lesson Six.  When asked who are your potential customers, don’t answer “EVERYBODY”. That’s the easiest way to go out of business: trying to reach everybody with every kind of advertising that presents itself at your door. After all, how many friends would you keep if you wanted to have one hundred close friends? You would lose most because it is not possible to properly keep in touch with all one hundred on a weekly basis.

The same is true of customers—but on a larger scale. Be choosy and don’t waste money advertising to the “entire city” when your only truly potential customers live usually in a radius of “three kilometres toward and 1.5 kilometres away from your business centre” which is true for MOST stores and businesses with one location.

If there is more than one location, the same radius rules apply but, if the customer is expected to buy less than once per year, the radius must be increased. In this case, the purchase is termed a “special” purchase and the radius can be increased up to a maximum of about 45 kilometres. For example, a new car dealership can advertise high-end new cars at a “drive a little, save a lot price”.

Lesson Seven.  Decide when you begin just how big you want to get and plan your advertising accordingly. Singleton’s started with one salon for about five to six months. Once they were happy with their concept’s effectiveness, they already had the potential locations, staff research, advertising and investment IN PLACE to make full use of their city-wide advertising.

They hit hard and often and didn’t let up until about three years into the business when all the salons had built up regular clientele, needing only occasional boosts to business. (Although additional salons could have been established, there is a saturation point and no salon can deal with 100 regular customers who could not get appointments at full price for all the people booking appointments on a “half price offer” from Head Office.)

Lesson Eight.  Just as an update, Unisex Scissors went bankrupt in 1989. Singleton’s is still thriving although they still only have to advertise once a month or so. It used to surprise me that they hadn’t bothered spreading to other cities. I’ve since learned it’s all a question of how much of your free time you’re willing to give up in favour of much more money a couple of years from now.

Maybe it’s also important to set your limits in that way too. After all, you are working for YOU and YOUR quality of life—NOT your heirs.

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