Welcome to the 2000 TVB Research Conference “I am having trouble with TVScan!” “I need...
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Transcript of Welcome to the 2000 TVB Research Conference “I am having trouble with TVScan!” “I need...
Welcome to the
2000 TVB Research Conference
“I am having trouble with TVScan!”“I need estimates for 1st qtr.”“I need our budget spreadsheet by COB”
“Med
ia Cen
ter”
“18-49…Men 25-54…”
““How do I get our news estimate up”
How do I get our news estimate up”
“New business development”
“Hisp
anics
”
““NSI”NSI” “Are overnights ready yet?”“Can you do this?”
STOP!
How can I better How can I better utilize my utilize my
research to makeresearch to make MORE MONEY?MORE MONEY?
A Day In The Life…
Television Account
Executives
…actually a week in the life of
Monday...• Corporate wants the biz you will write this week
• New business development
• Avails (last minute requests…of course)
• Follow-up on pending business
• Post 3rd Quarter McDonald’s
• Emergency of the day
• Oh yes, pull some qualitative research
• Corporate wants the biz you will write this week
• New business development
• Avails (last minute requests…of course)
• Follow-up on pending business
• Post 3rd Quarter McDonald’s
• Emergency of the day
• Oh yes, pull some qualitative research
Tuesday...• Write orders
• Minimum of 3 appointments today
• New business development
• Avails
• Follow-up on pending business
• Post 3rd Quarter Ford and add in bonus weight
• Bonus schedules for unsold inventory this week
• Oh yes, pull some qualitative research
• Write orders
• Minimum of 3 appointments today
• New business development
• Avails
• Follow-up on pending business
• Post 3rd Quarter Ford and add in bonus weight
• Bonus schedules for unsold inventory this week
• Oh yes, pull some qualitative research
Wednesday...
Thursday...
Friday...
…And what about you?
Teach thenew dogseverything
Teach the old dogs new tricks
To save time……Let’s go back to the
Basics
What will we cover?What will we cover?
Client Needs AnalysisClient Needs Analysis
Qualitative ObjectivesQualitative Objectives
Prioritize Your TargetsPrioritize Your Targets
Presentation FormatsPresentation Formats
SuggestionsSuggestions
ClientClientNeedsNeeds
AnalysisAnalysis
Client Needs Analysis (CNA)Solid marketing foundation
Partial23%
1%
Don't Have76%
Some AE’s have either partial orcomplete Needs Analysis on lessthan 25% of their account list.
Some AE’s have either partial orcomplete Needs Analysis on lessthan 25% of their account list.
CNA helps find client’s level of interest in qualitative data
CNA defines client’s current & potential customer
CNA determines what media mix is being used and what % of the budget each represents
CNA ascertains the client’s budget cycles
CNA provides a good frame-work for a great presentation
CNA will save you and the AE TIME
Complete
What I Need To AskWhat I Need To Ask
Who is your customer?Who is your customer?
Your competition?Your competition?
Your media mix? ($’s or %)Your media mix? ($’s or %)
Dissect the highest $ or %Dissect the highest $ or %
Do you have a web site?Do you have a web site?
Save Time By Categorizing AccountsCNA makes it easy
Long Term- A major % of dollars are being spent in one medium. Long term due to: contracts, decision-making structure, etc.
Mid-Range- Opportunity to shift dollars from other media/budgets, i.e. promotions, co-op or vendor.
Short-Term- The goal is to obtain a higher share. Virtually no barriers. Accounts with quarterly media plans.
Quick-Hit- Small, new business development. On-going information based program of supplying one-sheets and category specific mini-reports.
QualitativeObjective
Qualitative Objectives1. Clients spending no $ in your medium
2. Clients using the wrong media mix
3. Clients reaching the wrong demo
4. Help get on a buy or get a higher share
PrioritizeYour
Targets
Save Time By Prioritizing Accounts
The Four D’sThe Four D’s1 DDecision Maker ecision Maker Access?Access?
2 DDollarsollars Available vs. Allocated?Available vs. Allocated?
3 DDates ates Planning & Budgets?Planning & Budgets?
4 DDesireesire Willingness to Change?Willingness to Change?
BillAD MANAGER
Newspaper23% allocated
FrankACCOUNT SUPERVISOR
AGENCY
BeckyACCOUNT EXECUTIVE
AGENCY
SamMEDIA BUYER
AGENCY
MonicaAD MANAGER
Broadcast12% allocated
MikeAD MANAGER
Radio7% allocated
CathyAD MANAGER
Direct Mail20% allocated
MichelleAD MANAGERYellow Pages7% allocated
SteveAD MANAGER
Other31% allocated
JimDIRECTOR OF ADVERTISING
How will this affect sales, people?Allocates Budgets
JoeVP OF ADVERTISING
How will this affect sales Jim?Has the $$$
BobVP OF MARKETINGWho is our customer?
Can affect JOE
SueVP OF MERCHANDISING
What products will sell?Great vendor opportunity
BettyVP OF CO-OP
Where is the nearest bridge?Can help with tie-in promotions
I.M. InchargeDECISION MAKERYour data is FREE?!
Holds 4 VP's accountable
The more people between you and the decision maker, the more time it takes…and the less chance youhave for success.
We spend waytoo much time
here
#1D
Want A Piece Of Pie?
Other - 30%
D.Mail - 20%
Print - 22%
TV - 11%
Y.Pages - 6%
Radio - 10%
““THE AVAILABLE DOLLAR”THE AVAILABLE DOLLAR”
National averages say an advertiserwith a $500,000
budget will allocateonly $55,000 to
Television.
#2D#2D
Want A Smaller Piece?
My Competition
80%
My ShareAn $11,000 order forthe good guys! 20%of the allocated TV
budget, but it represents 2.2% of the availableadvertising budget!
““The Allocated Dollar”The Allocated Dollar”
#2D#2D
We fight for 11% of a client’sadvertising budget!
Spend time on the 89%being spent in other media!
Save Time By Staying In Front of The $’s
##3D3D
Our budgets for 2001have been approved.
We could have alittle bit for your
medium. Send mea set of avails.
We just put our 2001 budget meeting on the calendar. We will start in November and will
finalize budgets by January 2001.
Which discussion would you like to have with your client?One of the most important questions on your Client Needs Analysis forms:
WHEN ARE BUDGETS FINAL?
#4D
I consideranyone witha driver’slicense atargetcustomer...
Boy, this stuff is great! But…you know I still need to meet my tabs...
I don’tneed toadvertise...
I would beglad to spendan hour withyou to talkabout mybusiness...
Cut through all the “Bull_ _ _ _” andconcentrate on the clients that truly have adesire to change the way they market their
company. Spend the time on clientswho will listen and learn from your research.
Presentation
Powerful Presentations Have a completed CNA Know who will be attending Use a multi-media and a multi-
source presentation Receive as much information from
the client as you present Stay away from “demos” Track past years’ data Use graphs and charts Add color when possible Maintain a consistent format
20
27
44
30
38 38
4542
32
0
10
20
30
40
50
60
70
Store #1 Store #2 Store #3
1997 1998 1999
Save Time Doing Presentations Long Format
5% of all presentations should be long format Key decision makers-board of directors-owners-etc.
Short Format 95% of all presentations should be short format 95% of all presentations should be short format
No more than 8-10 pages (including cover)No more than 8-10 pages (including cover)
Category Templates Let AE’s know a presentation is availableLet AE’s know a presentation is available Easy to change for a new client within the categoryEasy to change for a new client within the category
Save Time With Follow-Up
At least 2-3 follow-up presentations Develop a solid relationship with the decision maker Keeps your station/AE top-of-mind Number one reason AE’s don’t get the order (wasted time)
Introduce media preferences Show client strengths and weaknesses Media synergy (Quickly show strength of your station)
You are the “Marketing Consultant” Your clients will start to call you for advertising advice Your AE’s get more selling time with decision makers
Suggestions
Time Saving Suggestions
Account Executives–Make it easy for them to use the data
–One Sheets (Create a library/train AE’s)
–Presentation templates
–One on one training (use your vendor)
–Constant communications
Account Executives–Make it easy for them to use the data
–One Sheets (Create a library/train AE’s)
–Presentation templates
–One on one training (use your vendor)
–Constant communications
Time Saving SuggestionsResearch Directors
–Get your managers involved
–Let AE’s know when there’s a new category presentation
–Keep your research product top-of-mind
–Teach AE’s how to use the software
–Don’t ever hesitate to call your vendor
Research Directors–Get your managers involved
–Let AE’s know when there’s a new category presentation
–Keep your research product top-of-mind
–Teach AE’s how to use the software
–Don’t ever hesitate to call your vendor
Your Research,Other Departments
Utilize Research In Other DepartmentsUtilize Research In Other Departments News DepartmentNews Department
Profile their News viewers…and their competition’s. “Most Often” questions for tracking loyalty. Revisit questions from their own research product.
Programming DepartmentProgramming Department Audience composition analysis. Lead-in strengths and opportunities. What syndication will work in your market…and where on the station?
Promotion DepartmentPromotion Department How do I best spend my syndication co-op? Where do I find my loyal viewers? Who watches the other station’s News most often? Which radio stations do I buy for the sweeps? What areas of my station do my News viewers and theirs watch?
If you can saveIf you can save
While you make moreWhile you make more
That’s a better use of your research!That’s a better use of your research!
Any Questions?Thank you for your time!