More marketing materials in the pipeline
AAN used a new multimedia presentation, created by Abrials & Partners, at the National Automobile Dealers Association convention this week in New Orleans.
The same 75-second presentation will be used later this year (June 23-26) in Philadelphia at the human resources professionals trade show (SHRM).
In addition, Abrials has created marketing one-sheets targeted to automotive and recruitment sectors that are designed to be used at the trade shows and by member papers in their local markets.
The AAN Board voted in July to spend $70,000 of last year’s surplus on marketing. These are the first two components of a package of marketing materials being produced by the Alexandria, Va.-based advertising agency as part of that spending plan.
The multimedia presentation will be featured on the AAN Web site and distributed to members for use as an introduction to a customizable PowerPoint sales presentation, which the company will be producing in the next few months. This presentation can be used by ad directors to train their sales staff about the national alternative newspaper business and how to use the link to that national industry to increase local sales.
Also as part of this marketing campaign, AAN will run an Abrials-designed ad for two weeks in Mediaweek directing media buyers to contact AAN for a copy of our member directory and to visit the Web site to view the multimedia presentation.
“This is just the beginning,” says AAN Executive Director Richard Karpel. “With AAN CAN providing the funding, our priority will be to find ways to help our members promote their papers.”