Best Sales Strategy for a Special Section – The Daily Collegian – Penn State University When approaching the end of the 2013 fall semester we were looking to increase the advertising frequency of our clients using our two publications, the Holiday Gift Guide and the Finals Issue. The deadlines and run dates of the promotions were very close together so we decided to create a promotion that would encourage advertisers to run in both. The strategic sales promotion that we devised was as follows: Every client that ran an ad in the Holiday Gift Guide would receive free full process color and that same ad in the Finals Issue at 20 percent off. This definitely encouraged clients to run in both of these high-exposure editions and provided a benefit for choosing both, not just one or the other. Internally, we included an incentive for account executives that for every client they got in either issue they received two incentive ticket entries into our Powerball Sales Incentive Program. We saw success with this promotion as our inches and revenue saw a net increase of 97 inches! The following is an advertising inches comparison between 2012 and 2013 for both publications. It shows the increase we saw overall in inches, and therefore revenue. Holiday Gift Guide - Tuesday, Nov. 27, 2012 - 242" Holiday Gift Guide - Tuesday, Dec. 3, 2013 - 220" Finals Magazine - Monday, Dec. 17, 2012 - 145" Finals Week Edition of The Daily Collegian - Monday, Dec. 16, 2013 - 264"
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