Business information written specifically for newspaper advertising departments

I Do. Do You?

February proposals through classified ads.
A Valentine’s Day Classified Ad Event not only helps those searching for a unique way to propose, but also allows outstanding potential for new revenue.

In February, it seems as though cupid has hit every man and woman on the street. As you watch them go merrily down the frosty roads, hand-in-hand, you can’t help but feel the spirit of St. Valentine. Put those feel-good feelings to use and create a classified event for those happy couples that are ready to tie the knot.

A Valentine’s Day Classified Ad Event not only helps those searching for a unique way to propose, but also allows outstanding potential for new revenue. Run a few house ads in the weeks prior to Valentine’s Day. And on February 14th, create a special section insert that is for all well-wishers. Mention in the house ads a discount for proposals.

For those that are feeling a little more extravagant, which will prove to be a majority of the askers, offer an array of upsales to bring in more dollars to the paper

When the calls start to come in, present a standard ad with a headline of their choice for the majority of the insert. Keep it simple, clean and to the point. For those that are feeling a little more extravagant, which will prove to be a majority of the askers, offer an array of upsales to bring in more dollars to the paper, and set the perfect mood for a “YES!”

The upsales can include premium space in the insert. The front and back covers rank among the most desired, and therefore most expensive spaces. Another sought after area is the inside cover. Offer different sized ads and advertorials inside.   

Propose a photographer to come and take a picture of the actual ring. You can be the photographer, just pose the open ring box. If they want to be in the photo, it’ll cost a little more.  

Another upsale possibility is to offer online ads. This gives you a range of new media techniques that asker-advertisers can take advantage of. Possibilities range from video proposals to a personalized mobile campaign.

Don’t forget about your vendors in the insert, as well. Allow featured vendors, like salons, day spas, jewelry stores, banquet venues, bridal shops, event planners, bridal fairs and so on, to advertise to their targeted demographic.