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Catharine Van Mater, Internet BroadcastingMay 2011

Digital Sales SolutionsConducting an Online Sales Call

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Step 1: Account Executive Pre-Meeting Client Prep

Step 2: Client MeetingClient Needs Analysis (CNA)

Step 3: Position Role as Media Expert

Check-List: Pros & Cons of Media Options

Conducting An Online Sales CallConducting An Online Sales CallAgendaAgenda::

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Step 1: Account Executive Pre-Meeting Client Prep

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Opportunity: Refresh Your Approach

Help current clientscurrent clients better identify their target market and customer connection

Engage new clientsnew clients helping them start to think about the marketing approach

Ultimately, you are helping your clients connect to the digital world, providing great ideas helping them create a dialogue and engage in a relationship with their desired customers

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Before the meeting, jot down ways to prepare?

Account Executive Pre-Meeting Client Prep

1.1. 2.2. 3.3. 4.4. 5.5. 6.6.

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1. Visit the Website to gather informationIdentify key offers, branding and view video

2. Google other competitive sites to build ideasto position your client on-air and online

3. Select category examples that support your recommendations

4. Identify ad creative examples that demonstrate engagement

5. Select relevant research to back your recommendations

6. Go “live” to other Websites to help demo your ideas

Account Executive Pre-Meeting Client PrepClient Intelligence Gathering:

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1. Visit the Website to gather informationIdentify key offers, branding and view videoHendrick Health System - Abilene Texas

2. Google other competitive sites to build ideasto position your client on-air and onlineAbilene Regional Medical Center Presbyterian Medical Care

3. Select category examples that support your recommendationsHeart & Vascular Institute Texas

MD Anderson - IB Creative Showcase

Account Executive Pre-Meeting Client PrepClient Intelligence Gathering:

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4. Identify ad creative examples that demonstrate engagementChristus St. Catherine – Cardiology

Harvard Pilgrim Healthcare

Detroit Medical Center - Synchronized Ad

5. Go “live” to other Websites to help demo your ideas

2 A Better You - Christus St. Catherine UC Davis Health System

6. Select relevant research to back your recommendationsResearch Slides – Tour Sales Share Drive

Dr. Mom and Dr. Web: A Qualitative Analysis of Women's Use of Health Information on the Web | JIAD

Account Executive Pre-Meeting Client PrepClient Intelligence Gathering:

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Women’s Health Matters

Dr. Paula Johnson

Rich Media Floater

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`̀ 1. 1.

2.2. 3.3. 4.4. 5.5. 6.6. 7. 7.

Account Executive Pre-Meeting Client PrepIdentify questions your buyer might pose…

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Account Executive Pre-Meeting Client Prep Role Play & “Think” Like Your Buyer:

1. How much will this cost?

2. Do your ideas enhance what is working in the media mix?

3. How will this reach my target audience?

4. Does the creative message identify the “value or benefit” of the offer or engage desire for the product?

5. May my customer get more information about my product or service?

6. How will I measure the performance?

7. Who will handle the creative?

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Step 2: Account ExecutiveClient Meeting - CNA

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1.1. 2.2. 3.3. 4.4. 5.5. 6.6. 7.7. 8.8.

Account Executive Client MeetingDuring the client meeting, what are your take-away goals?

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Account Executive Client Meeting Client Needs Analysis (CNA):

1. Listen to clearly learn objectives

2. Capture written CNA= outline solution

3. Indentify target audience/lifestyle

4. Discuss short/long term goals

5. Clarify key engaging messages

6. Use the medium to sell the medium

7. Identify the budget, what’s working

8. At the meeting close, request an assignment

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What is working?

What is the strategy?

Is there an online budget?

Is there a separate Digital Division?

Would your team like to see a demo of other local successes & capabilities?

2nd Outline Proposed Solution

Outline objectivesAllocate budgetReview measuring resultsOutline timeframeUnderstand decision processIdentify creative point personBullet ways to engage viewerClarify next steps

1st Listen & Discuss

Client Needs Analysis (CNA):

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Conduct a Client Needs Analysis: Capture client answers in your

discussion…

1. Do you currently use our station’s Website?2. What is the most/least successful thing that you

have ever done to market your business?3. What are your biggest goals this year for marketing

your business?4. How do you feel about your current Website?5. Are you tracking where people go on your site and

any conversion rates to sales?6. What do you want people to do when they get to

your site? 7. How will you judge the overall success of the

campaign?

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Conduct a Client Needs Analysis: Capture client questions in your discussion…

8. Have you had success with direct mail or database marketing?

9. What are your competitors doing online?

10. Have other reps talked to you about their audience or pitched online marketing programs?

11. Most of our clients are familiar with banner advertising, text links, etc… are you familiar with video opportunities, rich media creative or content integration?

12. How is your budget allocated to help meet your goals?

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When your buyerWhen your buyer provides the target demo, provides the target demo, ask them to describe in ask them to describe in fullerfuller detail the lifestyle of the detail the lifestyle of the consumerconsumer to provide creative cluesto provide creative clues

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Beyond Identifying the Client’s Demo:

Think Lifestyle …

Water Fun Amusement ParkReach Moms during overly hot days

Tire CompanyReach Women with busy lives & limited time

Health SystemWomen as key healthcare decision-makers also desirestate-of-the-art medicine for their families

RetailPeople seeking fun and excitement in their lives

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CNA Example: Noah’s Ark Water ParkCNA Example: Noah’s Ark Water ParkWeather Triggered Ads – Ads run as temperature hits 80 degrees!

Click for Rich Media Ad

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Gunner Tire Hover Ad

AE CapturedLifestyle TargetProfile: “Reach busy

women”

Results:4,730

Impressions1.47% CTR

“… please keep it up, we spiked right up to our biggest day so far. We now have a total of 672 redirections from your site as of

last night. ”

–Louis-Philippe Vanier, Manager, Gunner Tire21

CNA Example: Gunner TireCNA Example: Gunner TireHover AdHover Ad

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CNA: Capture Key Messageslifestyle comes alive in the message….

Retail: Vegas Indoor Skydiving“Seeking customers that like fun & excitement”

Health: JFK Medical Center“Our new state-of-the-art robotic medical equipment is the newest addition to our staff”

JKF Medical Center

Vegas Indoor Skydiving

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When your buyerWhen your buyer identifies the short term identifies the short term goal, goal, ask them to describe in ask them to describe in fullerfuller detail the long term goaldetail the long term goal

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Beyond Identifying the Short Term Goal

Explore long term goals and strategies…

Health CenterShort term goal: Attract females to increase Breast screeningsLong term goal: Branding/name recognition beyond month October

Ice Cream ShopShort term goal: Purchase ice cream during winter monthsLong term goal: Feature seasonal flavor of the month tastings

Auto DealerShort term goal: Tent sale promotion at dealershipLong term goal: Showcase “virtual tour” of car features

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CNA: The Rose - Breast Cancer Organization

The Rose – Visit Our New Location

Breast Cancer Awareness October Shrink Wrap

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CNA: Pralines Ice Cream

Floating Rich Media - Holidays

Floating Rich Media - Halloween

Floating Rich Media - Summer & Fall

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CNA: Dodge, Jeep, Chrysler, Ram

Gladstone Dodge - Great Tent Sale 5/11-5/14/10 Dodge: Click Here to Begin Your Virtual Tour

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Use the Medium to Sell the MediumIB Creative Showcase

Creative Showcase Link

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When you discuss budget,When you discuss budget, talk thru media options to talk thru media options to position yourself as the media position yourself as the media expert and help clarify the bestexpert and help clarify the best optionsoptions

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Align Client’s Budget to Viewer Habits

1st Discuss buyers current media mix compared to audience media daily time spent

Television 236.6

Internet 98.5

Mobile, 19.2

Radio, 91.2

Newspapers, 26.4

Magazines, 15.6

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• Broadcast Television• Cable Television• Internet• Newspaper• Magazine• Radio• Direct Mail• Yellow Pages• Outdoor/Transit Ads• Mobile

Compare how does YOUR buyer judge the effectiveness

of each medium?

Multiple Media Options2nd Compare TV & Online strengths to Cable, Radio, Billboard, Direct Mail, Newspaper and other options,

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CABLE vs. BROADCAST

Buy ComparisonCable Television• 1.5 million households subscribe to

cable. That is a 66% market penetration…

• But this also means 34% of the market is not reached by cable at all.

Broadcast Television• Compare to broadcast television, which

reaches 2.3 million households.• That is a 96% market penetration!

Cable Subscribers

Broadcast

66%

96%

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NEWSPAPER

PRO• Perceived as credible for

certain age groups, particularly the elderly

• Visual medium• Tangible, portable; Can

have multiple readers per copy

• Opportunities to target specific lifestyle groups by newspaper sections (e.g. Business, Food, Sports)

CON• Declining circulation• Increasing competition

from Internet news sites

• Not popular for younger demographic group

• Readers can easily skip over ads, and even whole sections of the newspaper

Internet - Interactive full page ads, target specific sections of the website, freshen ad creative regularly, accountability reporting impressions ran

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RADIO

PRO• Specialized stations reach

specific life groups• Audience strongest during

daytime hours and weekends

• Endorsements by on-air personalities persuade audiences and add to credibility of products

• Capable of live remotes• Creative selling tactics

CON• Audience fragmentation due

to large number of stations• Does not command full

attention: Many people multi-task

• Lacks visuals• Potential for decreasing use of

terrestrial radio: Introduction of satellite radio, mp3, iPod, Internet radio; Increase use of cell phones while driving.

Internet - Reach “at-work” audience, News website outreaches radio station listeners, engage viewer to actively learn about a product,

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DIRECT MAIL

CON• Response/redemption

rates are low (typically 3%)• Expensive costs for paper,

printing, mailing• Consumers have a

negative image: “Junk mail”

• Mailing lists become out of date when people move

PRO• Personalization of content to

householder• Easy measurable response

based on redemption/ catalog sales

• Tangible, portable• Opportunities for product

sampling and coupons• Can be tailored to

local/regional areas

Internet - Database Marketing Online, Accountability of Impressions, Association with Trusted Brand, ROI Higher Read Rate, Engagement

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YELLOW PAGES

PRO• Connects with a potential

consumer when they are ready to make a call or action to buy your client’s product

• Tangible, portable; Can have multiple users per copy

CON• Consumer typically knows

the company name that they are looking for

• Declining use due to the Internet

• Heavy competition in specific categories ad clutter

• Internet offers more interaction with maps and directions

Internet - Creative ability to refresh regularly, Interact with Advertising Message,

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OUTDOOR

PRO• Builds frequency: Most

consumers take the same route everyday

• Capable of geographic targeting

• Transit advertising attracts attention of people while riding/waiting

CON• Brief exposure• Little detail provided

and/or retained• No way to measure

response• Cannot go to consumer,

consumer must go to ad• Can be defaced, damaged

by weather• Long-term commitment

Internet - Ability to Interact with Advertising Message, Accountability of Impressions and Measurability, Targeted Messaging

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At Meeting Close, Request an “Assignment”

WDIV’s assignment took $7,500 newspaper print circular dollars to create a “Father’s Day” TV Web driver on-air/online promotion which successfully sold $85,000 of more upscale ACO Hardware merchandise than circular offer.

Ultimate Father’s Day – Funniest Dad Contest

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Final Check List…Practice Makes Perfect!

Conduct your Pre-Meeting PlanningCapture Client Needs AnalysisUse the Medium to Sell the Medium

CreativeClarify Client’s Key MessagesCompare Media options Pro’s & Con’sAsk for an Assignment

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Thank You Thank You