Radio Advertising Bureau Webinar Deep Dive - RAB.com Dive.pdf · Digital Marketing Sponsorships ......
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Deep Dive
Radio Advertising Bureau Webinar
Brandeis Hall VP Training Radio Advertising Bureau
Contemporary Approaches to Big Dollars
Definition of Deep Diving:
Understanding how a company is organized
within its various business units to determine
decision makers that have influence on
budgets to impact the business.
What Is A Deep Dive?
Senior Management
VP of Sales VP of
Marketing VP of
Advertising
Regional Sales
Manager
Sports & Event Sponsorship
Regional
Regional Marketing Director
Brand or Product Manager
Digital Marketing
Ad Agency
Corporate Comm.
Public Relations
Government Affairs
Channel or Ethnicity Manager
Promotions Manager or
Director
The Organizational Flow Chart
Example: Fortune 500 Company
Top Tier Executives
CEO
Group VP, Human Resources
EVP, CFO
EVP, Marketing Communication
SVP, Global Purchasing
SVP, Marketing Communication
VP, Sales & Marketing
VP, Communication
VP, Customer Service
GM, Sales
GM, Marketing
Executive Director,
Communication
Marketing Communications
Example: Fortune 500 Company
Manager Retail
Communications
Director, Marketing & Sales
Digital & Direct
Marketing Manager
Mgr, Media Planning &
Buying - Brand X
Mgr, Media Planning &
Buying - Brand Y
Mgr, Media Planning &
Buying - Brand Z
Digital Marketing
Brand X
Digital Marketing
Brand Y
Digital Marketing
Brand Z
Manager, Media
Planning Manager, Brand
Content & Alliances
Manager,
Sponsorships
Manager, Multicultural
Marketing & Comm.
General Marketing
Manager
Sales Operations
General Sales
Manager
Regional Sales
Manager, West
Regional Sales
Mgr, Northwest
Regional Sales
Manager, Midwest
Regional Sales
Mgr, Southeast
Regional Sales
Mgr, Northeast
Regional Sales
Manager, South
General Zone
Manager, West
Regional Mkting
Mgr, West
Market Rep
Manager, West
General Zone Mgr,
Northwest
Regional Mkting
Mgr, Northwest
Market Rep
Mgr, Northwest
General Zone
Manager, Midwest
Regional Mkting
Manager, Midwest
Market Rep
Manager, Midwest
General Zone
Manager, South
Regional Mkting
Manager, South
Market Rep
Manager, South
General Zone
Mgr, Southeast
Regional Mkting
Mgr, Southeast
Market Rep
Mgr, Southeast
General Zone
Mgr, Northeast
Regional Mkting
Mgr, Northeast
Market Rep
Mgr, Northeast
Example: Fortune 500 Company
7 Steps To Selling Success
What makes a good lead?
• Regional or national client who already spends money with you
• Corporate Headquarters in your city
• Prospect in a growing industry or sector (Entertainment, Telecom,
Healthcare, CPG, etc)
• Sells service or product to consumers
• Fortune 1000 company
• Works with retail regionally and nationally
• Cable, Spot TV or Print advertiser
• New product or line extension
Develop the Best Leads
Research
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Knowledge Pays
• Do your homework; don’t waste their time or yours
• Research each company’s:
• Headquarters contact information
• Fiscal year
• Background information
• Organizational structure
• Marketing practices
• New and major products or services
• Sponsorships and corporate interests
Research: Do Your Homework
82% of executives want sales reps to understand the economic
drivers of their business prior to calling.
Research - Best Buy Company, Inc.
Best Buy Company, Inc.
7601 Penn Avenue, South
Richfield, MN 55423
(612) 291-1000
www.bestbuy.com
Fiscal Year
April-March
Key Personnel
Chief Marketing Officer
VP and Territory General Manager
Director of Media Strategy
Media Buying Director
Major Competitors
Dell
Walmart
Agency Information
BBDO Worldwide (Creative)
1285 Avenue of the Americas
New York, NY 10019
(212) 459-5000
www.bbdo.com
Starcom Chicago (Media)
35 W Wacker Drive
Chicago, IL 60601
(312) 220-1211
www.smvgroup.com
Sam Sussman, SVP, Media Director
(312) 220-3655
La Comunidad (Hispanic)
900 S Shore Drive
Miami Beach, FL: 33141
(305) 865-9600
www.lacomu.com
Tapestry (Multicultural Media)
35 W Wacker Drive
Chicago, IL 60601
(312) 220-5300
www.tapestrypartners.com
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Research - 7-Eleven, Inc.
7-Eleven, Inc.
1722 Routh Street
Dallas, TX 75202
(972)828-7011
www.7-eleven.com
www.slurpee.com
Fiscal Year
March-February
Key Personnel
Chief Marketing Officer
Senior Director of Marketing
Basic Company Information
Operates, franchises or licenses approximately
7,800 7-Eleven stores in North America
Advertising Spent
Spent $15.9 million on US media in 2008
Agency Information
TPN/Fresh Works
9400 North Central Expressway
Suite 1500
Dallas, TX 75231
(214)692-1522
www.tpninc.com
Cathy Brown
Director, Client Services
TracyLocke
1999 Bryan Street
Suite 2800
Dallas, TX 75201
(214) 259-3500
www.tracylocke.com
Melissa Clark
Assistant Media Supervisor
(214) 259-3708
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Research – Anheuser-Busch / InBev
Anheuser-Busch / InBev
1 Busch Place
St. Louis, MO 63118
(314) 577-2000
(800) 342-5283
www.anheuser-busch.com
Fiscal Year
January-December
Key Personnel
SVP, Busch Media
(314) 577-2756
VP, Marketing
(314)577-7805
Manager, Print Media
VP, Media, Sponsorship and Activation
(314) 577-7810
Advertising Spent
Spent $1.5 billion on US advertising in 2008
Agency Information
Busch Media Group
1 Busch Place
St. Louis, MO 63118
(314) 577-4421
www.anheuser-busch.com
Gretchen Curtis
Director, Media Strategy
(314)577-2033
Eric Winter
Manager Media Planning
(314) 577-2039
Anheuser-Busch InBev
Research - General Mills, Inc.
General Mills, Inc.
1 General Mills Blvd.
Minneapolis, MN 55426
(763) 764-7600
www.generalmills.com
Fiscal Year
June-May
Key Personnel
VP, Consumer Insight
VP Media
VP Advertising, Media & iMarketing
VP Marketing Communications
Manager Media Buying & Execution
Agency Information
Campbell Mithun
222 South Ninth Street
Minneapolis, MN 55402
(612) 347-1000
www.campbellmithun.com
Deborah McPartland, EVP Media
Erick Jensen, Media Supervisor
Zenith Media
299 West Houston Street, 10th floor
New York, NY 10014
(212) 859-5100
www.zenithoptimedia.com
Wendy Marquardt, President, New York
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Research: Sources
Sources:
The List
www.thelistinc.com/
Hoovers
www.hoovers.com/
Ad Database
www.addataexpress.com
Redbooks
www.redbooks.com/
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Prospecting
• Ask questions of the first person who answers the phone
• Keep asking until he/she can’t or won’t answer more
questions
• Ask to be passed along to someone who could help you
further
• Be persistent
• Use names you have gathered as referrals
Find More Than One Decision Maker
Sources of Funding / Decision-makers
• Agency
• Corporate Office
• Regional Offices
• Local Establishments
• Referrals
Prospecting
Prospecting: Agencies
The Advertising / Promotional Agency’s Role:
Regional / Local Agencies
Hired by regional / local dealer groups / distributors
Local Agencies
Individual owner might use local agency
National Agencies
Handle nationwide planning and buying
Prospecting: Corporate Office
• President, Advertising & Marketing
• Sr. Director, Partnership & Field Marketing
• Chief Marketing Officer
• Sr. Director, Marketing
• Mgr, Community Relations & Charitable Giving
• Senior Marketing Manager
• Mgr, Regional Marketing
• Sr. Mgr, Minority & Business Development
• Asst. VP, Corp. and Community Relations
• VP, Media & Sponsorship & Activation
• VP, Marketing & Brand Management
• Director, Entertainment Marketing
• Manager, Sport Research
• VP, Marketing Hispanic
• Sr. Director, Sports Marketing, Bud Sports
Prospecting: Corporate Office
• Sales
• Marketing
• Branding
• Merchandising
• Advertising
• Public Relations
• Sponsorship
• Sampling
• Couponing
• Promotional
• Discretionary Market Funds
• Co-op Funding
• Digital
• Mobile
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Budgets Within Budgets:
Advertising Manager/Planner/Buyer
• To place and manage media buys
Brand Manager
• To increase brand awareness & loyalty across
the country
Marketing Manager
• To increase market share across the country
Sales Manager
• To increase sales for a given territory
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Prospecting: Decision-Maker Roles
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Getting the Appointment
• Customer Needs Analysis
• Get a Homework Assignment over the phone
• Benefits
• Saves time and money
• Creates credibility
• Pre-qualifies the decision maker
• Reduces selling cycle
• Increases your closing ratio
• Reduces frustration
• To increase your chance of getting a call
back, leave a compelling voice message
Getting the Appointment
Use the Power of the Phone
Strategy
• Contact the headquarters of manufacturer, retailer, or
service provider
• Ask for the assistant to the VP of Sales and VP of Digital
• Ask the assistant or VP of Sales about decision-makers
specific to:
• Key Retail Account
• Regions
• Sales Channels
• Ask for phone number, address, e-mail and title of
decision-makers
• Who does decision-maker report to?
Getting the Appointment
“This division of our company creates marketing and sales programs for
retailers and manufacturers that are specifically designed to drive sales,
engagement and increase foot traffic at retail locations on a local, regional
and national level” or…
“My company has successfully worked on local and national levels to design
programs that have a call to action for the consumer. We specialize in
designing and executing integrated programs and have the ability to combine
traditional and digital media in a campaign to build store sales for ______ and
________.”
What can you do for the client?
Getting The Appointment
Leaving a Voicemail Message
• Introduce yourself and confirm you are speaking with
the correct decision maker
• Explain what you do and benefits to decision maker
• Mention competitors and/or partners with whom you
have worked
• Mention one or two key accounts where their product is
sold that you have worked with
• Provide an idea starter or success story
• Tell prospect how you can be reached; repeat your
name and number
Getting The Appointment
Customer Needs Analysis
CUSTOMER NEEDS ANALYSIS
What are you going to say?
• Credibility Statement
• Confirm decision-maker; quantify area of responsibility
• What can your station do for the client?
• Establish credibility with successes within their industry
• Transition to Customer Needs Analysis (CNA)
• Agree on follow up steps
Customer Needs Analysis
• Prepare in advance – Preparation Prevents Fear
• Prepare questions before the call and understand the “why” behind each question
• Write down:
The ONE question you ALWAYS ask (e.g. timing, demographics, etc.)
The MOST IMPORTANT question to ask
The FEWEST number of questions possible; 5 is probably the limit
Five key questions to ask on every call.
You may only have one opportunity to impress buyers.
1. Who are your key customers?
2. Are there specific products or services you focus on selling
to those customers?
3. What is the timing to promote the product/service?
4. What promotion budget do you have?
5. Are there any key partners you have worked with or would
like to work with?
Conduct an initial CNA over the phone
Customer Needs Analysis
Don’t hang up until you get a homework
assignment
1. Who are your key customers?
2. Do you have any company-wide or Retailer specific programs on
a national level that you would like to tie in?
3. Do you have any new products, line extensions or new package
designs being launched? When? Do you have distribution yet?
4. What is your Digital Strategy? Build engagement, database,
traffic, ecommerce?
5. Do you like the idea of special promotions that tie-in additional
partners?
CNA: Key Questions
Don’t hang up until you get an assignment
6. How far out are you planning? How many months lead time do you need
to get funding?
7. What are the most successful programs you have done and what are the
elements that have been important in that success?
• What are the least successful programs that you have done?
• Why didn’t they work?
8. How did you measure the results of these programs?
9. Do you have any sales issues that are specific to regions or departments
with (Retailer / Account)?
10. If there were one thing I could do to help you in the (Retail Account)
region, what would it be? Time of year? Merchandising layers? Product?
Budget?
CNA: Key Questions
Have The Right Attitude
• Get on the buyer’s side of the table
• Shift from persuading to understanding.
• It’s not an exercise in persuading them to purchase.
• Shift from product focus to a buyer focus.
• Buyers are more likely to deal with sales persons who best understand the buyer’s needs instead of the seller’s own products or services.
Goal is to conduct the “Needs Analysis.”
• The analysis uncovers buyer’s needs. Customers become ready to buy by making those needs clear and strong.
• More sales are lost by doing a poor job in the needs analysis stage of the sale than for any other single reason.
Don’t Talk – Listen!
Two Goals
• Get the order
• Grow the relationship
At the Conclusion…
Success Story: Hubbard Broadcasting Minneapolis
Advertising elements
• Combined 5 radio and 2 TV stations
• Register on station’s sites
• On air ad campaign
• Additional chances to win at Wendy’s
• Wendy’s cross-promoted on tray liners
• Prize tied in Sun Country Airlines
Michael Fischer
Triton Digital
Results
• Happy client
• Generated 10,000 entries per week
• 6 figure revenue for stations
Success Story: Hubbard Broadcasting Minneapolis
Campaign
• Custom landing page
• 10-second live commercials on morning show
• On air commercials
• Web leaderboard with link to landing page
• Listen live sponsorship with link to landing page
• Pre-roll video with on air personalities as talent
• Sampling coupons at WMMR events
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Success Story- Case Study: Bassetts Ice Cream
Results • Wawa called WMMR
• Bassetts product gets placed in Wawa stores
• Bassetts buys ad schedule to support placement
• Over 150,000 pints sold per year
• Bassett’s becomes Wawa’s #1 selling ice cream
• Two additional flavors created by Preston & Steve
• 7-Eleven began stocking product
• 7-Eleven sells over 550 pints per day
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Success Story- Case Study: Bassetts Ice Cream
Media Plan of the Year 2010 winners - Mediaweek magazine
Target Circular Sneak Peaks:
• Media Plan of the Year 2010 winners - Mediaweek magazine
• Recognized in the $1-$10 Million category for Radio
Target Circular Sneak Peaks Sizzle Video :
Success Story – Target Holiday Circular
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Link: www.rab.com/public/adchannel/caseStudies
Success Story: Clear Channel/ Subway Fresh Artists
3 Keys for Sales and Renewals
1. Do your homework
• Research the company before you call
• Do a thorough Customer Needs Analysis
• Use your RAB tools
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3 Keys for Sales and Renewals
2. Find more than one decision-maker
• Sales
• Marketing
• Digital
• Corporate Communications
• Event Marketing
• Etc.
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3 Keys for Sales and Renewals
3. Work your leads
• Ask for referrals
• Follow up
• Don’t over-promise; do over-deliver!
• Send a professional recap of the campaign
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• Automotive
• Beverages
• Energy / Sports Drinks
• Beer / Wine / Spirits
• Electronics
• Entertainment
• Financial Services / Banking
• Healthcare / Pharmaceutical
• Home Improvement
• Insurance
• Retail
• Restaurants
• Sponsorships
• Telecom /Wireless/Mobile
Growing Ad Categories
RAB Resources
RAB Resources
RAB Resources
RAB Resources
• Articles on Demand
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RAB Resources
RAB Tools
• Articles on Demand
• Instant Backgrounds
49
RAB Resources
RAB Tools
• Articles on Demand
• Instant Backgrounds
• Golddigger Reports
50
RAB Resources
RAB Tools
• Articles on Demand
• Instant Backgrounds
• Golddigger Reports
• Radio Sales Today
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RAB Resources
RAB Resources
RAB Resources
7 Steps To Selling Success
Questions?
www.RAB.com
Deep Dive
Radio Advertising Bureau Webinar
Brandeis Hall VP Training Radio Advertising Bureau
Contemporary Approaches to Big Dollars