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How
would your agency handle the creative? Can you design ads?
Is it part of the cost, and if not, what are the charges?
Are templates used for designing ads?
What process do you employ
in recommending advertising for each location?
Who would be working on
our account? Describe their experience with Yellow Pages
and other advertising.
How would your agency
deal with competitors (you handle) that overlap within our
target markets?
What experience do you have with Internet
Yellow Pages (IYP)?
What are your reporting
capabilities?
How do you manage rebates
and any other discounts for Yellow Pages and other
advertising?
What billing process do
you use?
Describe other fees we may
be charged.
How would your agency handle the creative? Can you design
ads? Is it part of the cost, and if not, what are the charges?
Are templates used for designing ads?
We employ two full time graphic artists who have been working
on our team for several years. They have experience in all
aspects of graphic design, each spending a portion of their
creative time building all types of ads. They are very easy
to work with and have no problem making changes and updating
ads they create per the client’s request. Unlike some
firms, we do not contract out our artwork, we keep everything
we do in-house where we feel we have more control over the
quality of the product that is produced. Many of our clients
deal directly with our graphic artist on changes and ideas
they have for their ads, thus eliminating the third party
and allowing for clear thoughts and instructions to be shared.
Most of the advertising design we provide is done free of
charge. The cost to pay these artists comes out of our commission
from the publisher. Non-commission work is charged on an
hourly basis.
Templates can be set up for our clients if they request one,
but most of our clients prefer a unique and individual look
to each ad.
View samples of our work.
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What process do you employ in recommending advertising for
each location?
We base our recommendations on the following list of factors:
A. Coverage Area – As it relates to the client’s
“Selling” area.
B. Distribution – The actual number of books that
go out to homes and businesses, not just left at drop
sites. The Publishers regulate this and provide the numbers
to everyone in the association.
C. Population – How many people are in the community’s
“target” area that they market to. (These
hard numbers come from an online service that we pay a
monthly fee to access and, in turn, make available to
our clients.)
D. Competitors’ Ads – We research what your
direct competition is doing in that same publication and
other similar publications in the area.
E. Specials, Discounts and Bonuses – Often times
when there is more than one “primary” directory
for an area, we look at factors such as which form of
media is giving the client the most exposure for the best
price in the way of multiple-run discounts, upgrades (color
& size), and other publication-specific specials.
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Who would be working on our account? Describe their
experience with Yellow Pages and other advertising.
Our clients enjoy the luxury if a single point of contact
for all of their needs. We do NOT sign up clients, then pass
them around to be handled by different people in the agency.
We feel that strong personal relationships make for strong
business relationships.
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How would your agency deal with competitors (you handle)
that overlap within our target markets?
We have current clients that fit this situation, and have
worked to ensure that there is no conflict of interest. Two
of the senior housing companies we represent place ads in
the same small town (Medford, Oregon). Each ad that we create
has a unique look and brand to reflect the company featured.
To date, this scenario has not posed a problem.
It is important to reiterate that everything our clients
share with us regarding their business is held at the highest
level of confidentiality, and we work with each client on
an individual basis. We get the best possible placement and
the best possible rate - one client at a time.
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What experience do you have with Internet Yellow Pages (IYP)?
We currently utilize Superpages.com as our Internet Yellow
Pages of choice. We are fully licensed to sell 11 different
IYPs, but research and experience has shown Superpages to
be the most used and most effective of the IYPs to date.
On top of that we are able to pass sizeable rebates on to
the client via this medium because of a high commission structure
and added bonuses the publishers and services offer to us.
We have compiled a detailed presentation that will help you
understand IYPs better if you are interested. As a full service
agency, we understand that a client’s ad dollars only
go so far, and we want our client to trust that we always
have their best interest in mind when it comes to our suggestions
for their marketing and advertising efforts.
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What are your reporting capabilities?
We have access to literally hundreds of different types of
reports and data that we can provide to our clients. We subscribe
to both software and Internet access from the YP I.M.A. that
give us information on every heading, demographic and directory
that is approved by the association and that all publishers
belong to.
As your advertising company we can provide you with detailed
reports full of information about your account such as: a
breakdown of ads, Yellow Page directory publish dates, Yellow
Page dollars spent per location and more.
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How do you manage rebates and any other discounts
for Yellow Pages and other
advertising?
Based on the volume of advertising you would be doing with
our agency, we determine a percent discount from our commissions
to return to you in the form of a rebate. We handle this
in one of two ways; a) we can take this agreed upon percentage
straight off each bill we send you, or b) at year end we
send you a check for the total agreed upon percentage for
the year. An example of this would be if you spend $400,000.00
a year on Yellow Pages and we are giving you a discount of
5%, we would send your company a check at year-end for $20,000.00.
Any other discounts such as color upgrades or free listings
show up as “Free” on your bills from us, this
way you know you are getting publisher-related discounts
on the bills you receive from us.
If placing an ad in a newspaper or magazine, we research
any special deals for bulk buys, then pass the savings on
to you.
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What billing process do you use?
All of Fuse’s accounting is done in-house. We employ
two full time accountants that manage all of the accounts
payable and receivable for our company. We bill you upon
issue date and allow a net 45 days for payment. Because there
are nuances to each client’s billing, we are flexible
and willing to work with you to set up terms that work for
all involved. A sample of one of our invoices is available
at your request.
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Describe other fees we may be charged.
As described earlier, we are very straightforward in the
way we do business. We include all graphics and revisions
as part of the campaign process. We do not charge for color
tear pages, any reports we run for you, Fed Ex, postage or
other minor “miscellaneous” fees we may incur
during the process of building your campaign.
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