selling successful strategies/tactics and best practices in a changing media environment
TRANSCRIPT
Selling SuccessfulStrategies/Tactics
andBest Practices
in a Changing Media Environment
Selling Challenges
Do you feel sometimes like all the media changes and challenges are like this???
Question?
What are you doing today that you were not doing 15 to 20 years ago?
1965Broadcast TVCable TV (limited)MoviesAM & FM RadioReel-to-reel tapeTelephonePostal MailNewspapersBooksMagazines (9,000 titles)
2005Broadcast TV CD, cassette, MP3Cable TV VCR, DVD, PVRPay TV, VOD Internet & WebSatellite TV EmailMovies Web browsingAM & FM Radio Instant msg.Satellite Radio PC gamingTelephone Music downloadsMobile Phone P2P, etc.Postal Mail PDAsNewspapers PagersBooks Console/handheldMagazines (17,000+titles) game devices
Source: Ball State University, Center for Media Design, 2005.
The changing media landscape
*And in 2005 Telcom TV such as FIO’s and Social Network sites alongwith RSS feeds, Avatars and Second Life weren’t even on the radar screen yet.
A Brief History of New MediaHow Long it Took to Reach Critical Mass
• Radio – 38 years = 50 million homes• Television – 13 years = 50 million homes• Cable – 43 years = 50 million homes• Cell Phones – 8 years = 50 million homes
Source: MediaWeek 6/25/07
The Media Landscape is Reshaping• Consumer Empowerment grows, fed by tech advances.
• Content remains the drive, good for program originators.
• Video travels to more screens, large and small. Live and VOD. Interactive and passive.
• Wireless emerges as a major force as a consequence of a ubiquitous personal appliance and constant connection.
• High Def is a consumer home-run; Digital's greatest benefit?
The Media Landscape is Reshaping
• Online Search continues to grow, a major part of the landscape.
• Research becomes crucial, as marketers seek differentiation between media choices and more accountability.
• Traditional media adapt to the digital environment and retain value… providing wide reach and targeting. Multiplatform campaigns rule.
It’s a multi-screen world for the consumer...
• TV Receiver
• Computer
• Wireless device
• Mobile
Still Video-Centric, Now Multi-Screen
In the last 18 months, an estimated 200 TV stations have begun offering consumers mobile TV packages they can receive on their cell phones or other hand held devices.
Source: MediaWeek 6/25/07
While stations agree that mobile could be the next big thing, no one is exactly sure how to monetize it yet.
Source: MediaWeek 6/25/07
In The Mobile Play
3 Steps to Follow:Branding, communication and persuasion
Its Appeal:Cognitive, emotional, apparitional, behavioral
In the end like the web, the success of any communication is how well it connects the customer to the brand… and Spot TV is here to help.
Issues Facing Stations• Most of these initiatives have a small niche audience (Stations are use to “broadcast audience”)
• Technology Integration issues
• Rights issues – not sure what we can do with the content we have
• Labor issues (Potential union issues with video content)
• Almost every sale is time consuming
• Different success metrics
Follow the Leaders
According to a recent survey commissioned by Outsell*, approximately 80 percent of advertisers currently use the Internet and the adoption rate is expected to grow to 90 percent by the end of 2008.
*Outsell, Inc. Ad Spending Study 2007
Remember We’re TV People!
• Prestige & Editorial Enhancement• Unique packaging• Over the air promotion• Full Circle Advantage• Price competitive• Creative Differentiator• Quality customer service
Strategies & Tactics
Multiplatform Opportunities
Who Do You Want To Be 18-34,
18-49 or 25-54?
The GM Success Story!
How do you sell a huge 25-54/35-54 client like GM a title sponsorship and grow your station share from a 4 to 8 with:
• Down budgets• Tired syndicated programming M-F, 5-8pm• Poor performing old WB Prime• Weak performing Late NewsAND• Over all ratings attrition?
Develop a Sponsorship Package that is
Engaging
CompellingMultiplatform
CreativeOwnershipLocalized
KSWB PRESENTS
KSWB will soon become KSWB will soon become The CW NetworkThe CW Network affiliate in San Diego. KSWB affiliate in San Diego. KSWB will make a huge impact on the local market with this landmark will make a huge impact on the local market with this landmark
transformation. On-air excitement building will begin in the summer and transformation. On-air excitement building will begin in the summer and continue through the launch of America's newest broadcast network. continue through the launch of America's newest broadcast network.
EExclusivexclusivePPremiere remiere PPartnershipartnership
One Exclusive Premiere Partnership is Available for GMOne Exclusive Premiere Partnership is Available for GM
•Flight- 4 week minimumFlight- 4 week minimum
•Promos-150 minimum, :30, :20, :10 and :05Promos-150 minimum, :30, :20, :10 and :05
•Lower Third Banners- 1 week prior, selected time periodsLower Third Banners- 1 week prior, selected time periods
•Squeeze Credits- 1 week prior, selected time periodsSqueeze Credits- 1 week prior, selected time periods
•Premiere Night Sponsor Billboards - 8Premiere Night Sponsor Billboards - 8
•Creative Launch ExecutionCreative Launch Execution
Value $125,000Value $125,000
PPremiereremiere EEventvent
Driving viewership and building your brand awareness!
In November, San Diego's CW will conduct an exciting watch to win contest, awarding a brand new featured Chevy HHR vehicle. This is an invaluable product integration and presentation platform, as the Chevy
HHR will "star" in an extensive on-air campaign utilizing Chevy vehicle footage.
GGooVVemberember
*On-air promotion * Watch to win excitement!
Viewers will be encouraged to watch The CW weeknights 7-10 pm. Each night viewers can qualify by watching and dialing the toll free number.
At the end of the promotion, all qualifiers will draw for their chance to win the new 2006 Chevy HHR. The winner and their new vehicle
will then be featured in a post promotion campaign.
One lucky winner will drive away a brand new 2006 Chevy HHR.
Presenting
GGooVVemberember
Creative KSWB On-Air Execution
The value of “The CW GoVember” promotion: $160,000
•Flight- 5 week
•Promos- 125 minimum :30, :20, :10 and :05
•Call Now Promos- 40 :10
•Squeeze Credits- 4 week flight, selected time periods
•KSWB-TV Website w/ video test drive and sponsor link- 5 weeks
•Creative Contest Execution
GGooVVemberember
Over $285,000 worth of unmatched creative, strategic and promotional value!
Featuring a comprehensive CW on-air launch sponsored by GM coupled with an exciting watch to win contest and a live
event grand prize drawing! This multi-leveled marketing campaign will build excitement, boost awareness and deliver
value for General Motor brand vehicles and the local San Diego Chevy Dealerships.
GGainain MMomentumomentum ThroughThrough GGooVVemberember 20062006
•Launch Promos•Premiere Promos•Sponsorship BB•Lower Thirds•Squeeze Credits•CW Half Hour Special
GoVemberWatch to Win
Promotion
•:30’s Promos•:20’s Promos•:10’s Promos•:10’s Watch Now•:10’s Call Now•Squeeze Credits
Now Let’s Take a Look at the Creative
And GM is Still Looking for
More Opportunities in 2008and Our
Share Keeps Growing!
200620072008
4 share8 share10 share
CW5 Commuter CastSAP
Closed Caption
WebsiteElements
Next Steps:
Follow up on the results of our localized sponsorship.
Keep the momentum going with GM and the local dealerships.
New Currency
J.D. Powers,Polk Data
and Scarborough Research
-45%+31%+17%% Chg
21.6%48.8%29.6%2006
39.4%37.2%25.4%2004
% P50+% P36-49 %P16-35
U.S. Vehicle Makes - 2004 vs. 2006 Brands Classified by Buyer Age Composition
Young Buyers are on the Rise
• The percentage of auto buyers age 16-35 has increased 17% since 2004 while the percentage of buyers age 50 or older has declined 45%.
Source: Tom Libby, J.D. Powers & Associates Custom Study 2004 & 2006
Who Do You Want To Be?Who is Buying Cars?
12-1718-2418-3418-4925-3425-4925-5435-5450+
**In the last six months represented 51% of all new car sales and 63% of all used cars in San Diego County.
Source: Polk San Diego 06/07
Who Do You Want To Be?We Want To Be 18-49 - Balance Your Buy!
Station Adults
18-49
Adults
50+Prog Name Rtg Avg
Aud % Base
Avg Aud % Base
M-Su 8p-10p CW Prime 1.5 70.3% 29.7%
M-Su 8p-10p Fox Prime 4.6 64.6% 35.4%
M-Su 8p-11p CBS Prime 6.0 42.1% 57.9%
M-Su 8p-11p ABC Prime 5.2 51.2% 48.8%
M-Su 8p-11p NBC Prime 4.4 53.4% 46.6%
XETV-TV
Adults 18+
KSWB-TV
KFMB-TV
KGTV-TV
KNSD-TV
This report has been prepared using Strata NuMath research. Strata NuMath and report designs Copyright 2007 Strata Marketing, Inc. 312-222-1555
Nielsen Audience Estimates Copyright 2007 Nielsen Media Research - Nov 06, Feb 07, May 07
Source Field Codes:TP- Time Period
CW5 Has the Highest Index in San Diego
San Diego
Monday-Sunday Sign-On to Sign-Off
73
101114108
767673
KFMB KNSD KGTV KUSI XDTV XETV CW5
Source: San Diego, Scarborough Feb 06-Jan 07/A18-49
The PurchaseFunnel
Source: CNW Marketing Research/Time Inc. Auto Purchase Process December 2005
The Six-Month Intender Window
The research has shown that the purchase process begins within six months from the eventual acquisition. The study shows that the process begins on average, at 5.2 months before the purchase/lease of a new vehicle.
Source: CNW Marketing Research/Time Inc. Auto Purchase Process December 2005
Source: CNW Marketing Research/Time Inc. Auto Purchase Process December 2005
Consideration
Interval Intender Models on Focus Shopping List
6 months my needs 6.5modelsavailablestyling
5 months my needs 6.2modelsavailable
4 months models 4.1availablemy needs
3 months models 5.6availablefeatures
2 months features 3.3modelsavailable
1 month price 2.8features
2 weeks price 1.7features
Needs Phase (6 months – 4 months)
Intenders are assessingthe models that areavailable for basicconsumer needs and desires,size, space and styling.
There are still more thanfour models on theshopping list at the endof this period.
Cross-segmentconsideration is high duringthis phase and this movement between segments accounts for the initial changes in theshopping list.
Acquired
New Cars SoldNovember 2006 – April 2007
Income 18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55-64 yrs 65-74 yrs 75+ yrs Fleet Total$100000-$124999 16 626 1858 1293 793 500 197 5283$125000-$14999 6 233 1335 1087 729 278 95 3763$15000-$19999 72 360 450 157 108 109 63 1319$150000 and over 10 222 2248 3121 1708 312 65 7686$20000-$29999 81 605 653 287 220 212 101 2159$30000-$39999 75 934 1088 543 350 279 190 3459$40000-$49999 60 928 1274 655 450 302 148 3817$50000-$74999 117 2210 3770 2091 1449 884 384 10905$75000-$99999 39 1207 2999 2629 1350 577 270 9071Under $15000 592 1458 859 327 266 327 193 Fleet 4022Unknown 15104 15104Total 1068 8783 16534 12190 7423 3780 1706 15104 66588
A18-44 = 26,385 units or 51% A18-34 = 9,851 units or 19%
Source: Polk San Diego 06/07
Income 18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55-64 yrs 65-74 yrs 75+ yrs Fleet Total$100000-$124999 6 258 1039 686 340 208 62 2599$125000-$14999 4 83 621 541 313 86 26 1674$15000-$19999 113 545 486 173 94 110 56 1577$150000 and over 3 73 773 1265 587 77 16 2794$20000-$29999 172 840 759 285 198 153 126 2533$30000-$39999 156 1247 1211 538 320 206 157 3835$40000-$49999 57 1014 1307 571 358 208 124 3639$50000-$74999 122 1966 3473 1603 969 490 215 8838$75000-$99999 24 801 1985 1590 658 292 128 5478Under $15000 1605 2881 1573 369 299 305 188 Fleet 7220Unknown 12928 12928Total 2262 9708 13227 7621 4136 2135 1098 12928 53115
Used Cars SoldNovember 2006 – April 2007
A18-44 = 25,197 units or 63% A18-34 = 11,970 units or 30%
Source: Polk San Diego 06/07
Income 18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55-64 yrs 65-74 yrs 75+ yrs Fleet Total$100000-$124999 5 13 14 5 2 39$125000-$14999 1 10 11 8 1 1 32$15000-$19999 1 2 3 2 2 1 11$150000 and over 1 15 25 16 3 60$20000-$29999 1 5 6 3 2 3 20$30000-$39999 1 5 8 4 4 1 4 27$40000-$49999 5 16 3 2 5 1 32$50000-$74999 1 18 48 24 19 5 4 119$75000-$99999 7 30 25 12 3 2 79Under $15000 2 9 3 3 2 3 Fleet 22Unknown 257 257Total 6 58 152 112 72 28 13 257 698
New Cars SoldBob Stall #1 Chevrolet
November 2006 – April 2007
Source: Polk San Diego 06/07
A18-44 = 216 units or 49% Total salesA18-34 = 64 units or 15% Total sales
Total Units Sold Variance from LY
Total Sum of Nov 06 693 +2%Total Sum of Dec 06 610 +3%Total Sum of Jan 07 531 flatTotal Sum of Feb 07 699 +1%Total Sum of Mar 07 831 +4%Total Sum of Apr 07 578 +2%
Chevrolet Totals November 2006 to April 2007
Source: Polk San Diego 06/07
Positive:
We made a lot of money – doubled our share!!Plus we were able to sell 4 local San Diego Chevrolet Dealers –
•Bob Stall Chevrolet•Poway Chevrolet•Mossy Chevrolet•Peoples Chevrolet
Toyota – AnnualCarl’s Jr. – Rtg’s and UD issuesNissan – MenJack in the Box – We do very wellVW – BudgetsMcDonalds – We do very well
Negative:
All these accounts wanted to know why they were not offered the opportunity
OtherSuccessful Selling TacticsInclude Text Messaging
Couple of things to highlight:
• 252 million cell phones in U.S. compared to 112 million TV sets
• 30 billion text messages are now delivered per month,less than 2% of these are ad supported
Why Text Messaging?
TextTV™iRadio™Mobile ClubsText AdventureText-2-Screenetc.
SMSMMS
BillingAnalyticsMonitoring
MobileMarketing
Applications
MessagingConnectivity
Reporting /Back-end
Vibes Advantage:ApplicationIntelligence
Vibes Advantage:Carrier Binds
Vibes Advantage:Experience / Full Service
Fully Integrated Mobile Marketing Platform
Mobile Industry Stats and FactsU.S. Mobile • Mobile sector….$350 billion business mobile sector• Consumers are rapidly expanding the way they use mobile phones
– 237 million wireless subscribers in the U.S.– 70 percent use their phones to text message – 32+ million accessed the Internet on their phones last month– 41% use their phones to send picture messages
Source: Nielsen Mobile, The Global Standard in Independent Measurement of Mobile Media
Messaging• 2.3 trillion SMS will be sent in major markets worldwide in 2008• 300 billion messages will be sent in 2008 in North America up from a predicted 189
billion in 2007….approx 1 billions text messages a day in the US• The next frontier…
– Social networking– Mobile search– Mobile advertising
Source: Gartner Research, CT
Three Routes to Increasing Mobile Revenue
Station Driven Promotions
Sales Promotions
Station Message Inventory
Vibes Revenue Generation TacticsStation Promotions
• Text-2-Win– Client sponsored – Prize can be provided by sponsor partner
• Text-2-Vote– Daily feature within specific dayparts– Client sponsored on-air and within message
• Mobile Alerts– Daily/weekly updates regarding station promos– Contests
• Text-4-Tix– Daily/weekly feature in one or more dayparts
Vibes Revenue Generation Tactics
Sales Promotions
• Text-4-Info/Spot Tags– Include station short code and keyword in the CLIENT commercial– Utilize station sales promo inventory to run additional promo spots
• Online Banner Tags– List text entry versus online entry
• Retail POS– Tag client POS in store with short code and keyword– Eliminate tear pads
• Events– Text 2 Screen– Text 2 Win
• On-Premise Entry Alternative– Utilize text for event/on-premise contests
Increase loyalty and ratings
Let viewers get more involved
with their favorite show
Extend the interaction beyond
the airtime of the show
Keep audiences the show
and station top-of-mind
Draw in new viewers with
viral text message programs
Jack in the Box Sponsorship Includes:
•3 weeks of promotional support (May 2nd – May 18th)
•12 in program / Smallville banners
•2 bonus banners inside the 90 minute Smallville finale on May 18th
•4 in show / Smallville promos
•27 episodic promos with JIB’s logo in high profile areas
•21 text to win promos in high profile areas
•3 weeks of web exposure on kswbtv.com
•Bounce back text message with a JIB offer for every participant
Total Value: $60,000
Date Participants Messages Received Total Messages Message Dialogue/Person
6-Mar 8 61 122 15.3
8-Mar 22 168 336 15.3
15-Mar 143 954 1908 13.3
22-Mar 126 726 1452 11.6
29-Mar 153 1165 2330 15.2
5-Apr 227 1947 3894 17.2
TOTAL 679 5021 10042 14.7
Smallville Text Trivia Results
Two and a Half Men Contest
To help kick-off this fall’s most successful prime access show in San Diego, McDonald’s was the presenting sponsor of the Two and Half Men Text Message contest.. For 1 week, viewers had the opportunity to win $100 Arch Cards by text messaging during the program of Two and a Half Men at 6pm and 7pm, Monday through Friday.
Promotional spot ran September 28th - October 5th
Total Number of :20 Spots: 62
Value of Promo Spots: $18,600
:10 Second “Text Now” message inside program
Aired 2x’s per night. Total Number of Text Now: 10
Value of Message: $4,000
Execution of Contest with Vibes Media.
Value: $5,000
Total Value of Promotion: $27,600
Text Engages the Viewer
Date Participants MessagesReceived
Total Messages
Message Dialogue/Person
May 4 844 6,556 13,112 15.54
May 11 400 2,949 5,898 14.75
May 18 573 4,640 9,280 16.20
TOTAL 1,817 14,145 28,290 15.57
Overall Smallville Text Trivia Results
We have successfully utilized
Jack in the BoxMcDonald’sSea World
Macy’sTarget
Carl’s Jr.DisneylandPizza Hut
What About the Web and vmix.com
www.sandiegocw.com
Engage Your Audience:
Video Commenting using VMIX Capture Technology
Community Content
Community Driven Content - Prep Sports
Local Sports
Fan Fanatics shots fromvideo camera phones
Video eCard promotionsaround players or games
Best Tailgate party video/slideshow contests
Online mash ups for fansof players still coupled withUGC set to music
Multi-media Content IngestionInvite community to submit videosand photos with high-level interest
News / WeatherExtreme weather conditionsExceptional images: nature and outdoor adventure
Politics/ LawVideo letter to GovernmentOfficialsReader video Soap Box
Travel Video toursVacation highlightsLocal, regional, national travelspots
Current/ Local EventsMessage to the troopsGas prices, communityactivities, local music scene,sports, educationVideo to editor and reporters
In parallel with Special Sections: Bridal, Travel, home improvement and career
Community Events: graduation, prep-sports and more
Hallmark/ National Holidays: Mother’s day, Valentines, Thanksgiving, etc.
Video and Photo Promotions
Mobile Upload
• Capture and share media wherever, whenever
• Easy upload to your custom email address
• Submit from Cell phone or any mobile device
Fully Skinned Experience: CORE Branded as CW5
Interactive Audience Solutions
Best Practices
Question:
What kind of manager do you think you are?
What kind of manager do you want to be?
Do you think of your star salesperson like Willy Loman from Death of a Salesman and Clark Gable’s slick-talking adman in The Hucksters. Are they more like Professor Harold Hill from The Music Man, or Danny DeVito and Richard Dreyfuss as pathetic pitchmen in Tinmen.
If they are then you might be managing like this:
Quick Test #1
List three words that best describe your ability to be a successful manager
1)Me
2)Myself
3)I
Quick Test #2A great manager sets SMART GOALS
Question: What are Smart Goals?
S Specific
M Measurable
A Achievable
R Realistic
T Time Based
Which is Harder…
A) Managing yourself
B) Managing people
C) Just being a manager
Or
Remember
“The conventional definition of management is getting work done through people, but real
management is developing people through work.”
Proactive vs. Reactive
In today’s ever changing and challenging media landscape there are two skills one must understand and use correctly and efficiently.
Both are actions:Proaction is acting in anticipation of future problems, needs, changes and/or requests while Reaction is action needed to fix problems, needs, changes and/or requests rather than initiating or instigating them.
In a nut shell, being proactive is the same as being reactive. The only difference is in being proactive you do the acting ahead of time. Being strategic will be key to your success.
Being Proactive
To be proactive you need to ask yourself what is likely to happen, then take action before it happens. Remember the phrases: “Always begin with the end in mind” and “put first things first.” These are essential to being proactive. Additionally, it takes energy and creative thinking to rise above the differences of the moment. See the big picture, take actions to make the changes or build upon the relationships you need to make.
And Don’t Forget to be Strategic!
Let’s take action:We are all in sales, what could you be doing right now that will make a difference in our selling process?
•Being positive vs. negative.•Cultivating ideas that are strategic, unique and creative then take action.•Getting to know every level at a business: owner, receptionists, media director, supervisor, AE, planner, buyer and assistant.•Getting to know the D.O.M. (District Operational Manager) and the R.O.M. (Regional Operational Manager) of all your clients in your local marketplace.•Anticipate success and failures with all of your on-air schedules.•Follow up with pre/post selling letters and thank you cards.
•Be in the know! Know your station inside & out. Know yournumbers and national trends. Know your competition. Know your market and the local economy. Know the industry and know you are in charge because you are being proactive.
•Technology – are you involved and keeping yourself up to date? Keep updated on the web, mobile VOD, OOH, and other technology changes? How are your advertisers utilizing these technologies in their media mix?
•Create strategic opportunities, always follow through, exceed the expectations of your advertising agencies and direct accounts. We are doing more as sales reps and managers than ever beforeand ad agencies are very demanding and on short time lines. So being proactive and anticipating these tasks is a must. “There’s no crying in media.”
•NCDA - who is the president of your local NCDA? Who is the president of your local Toyota, Ford, Chevy, VW, Nissan, Jeep, etc. dealers’ association in your market? These people should be your friend and friends of the station. Relationships
•Anticipate under-delivery, promo weight, good will, snowflake rates, DR, bottom feeders, off-the-grid card rotators, program changes, specials, poor overnights, etc. Manage your existing inventory systems and look for improvements and efficiencies.
•Take control. You need to be accountable and knowledgeable. Your good attitude will improve accessibility/response time, your flexibility/creativity, your leadership, your diplomacy, your communication, your visibility and your relationships.
If you are not doing these things… then you are REACTIVE
Now Let’s React
You are told that you are not on the buy or you are getting a really low share. Next, a direct account is on the phone and they are mad as hell. Your schedule is not posting, they are getting little to no response, you have preempted a large percentage of their schedule, your overnights are weak, your competition is offering upgrades and the cable guys just gave them 1000 spots!
Sound Familiar?
Time for a good reaction plan!
Reaction•Think before you speak.•Don’t engage or debate with a client if you are fired up, in a bad mood, mad at your spouse, fighting with your boss or co-worker.•Be creative.•Think Win,Win.•If you go down in flames do it with a manager and remember you are not always going to win. Walk away with your head held high and learn from each situation.•Be honest.•Dig deeper, ask questions, be engaged.
•Remember that many times if you had been proactive maybe you wouldn’t be in this place.•Offer solutions not excuses.•Say what you mean and mean what you say.•Don’t blame others or situations, always take responsibility.•Be specific on time lines for follow through.
2008 Will Be Great!
Proactive vs. Reactive
Both importantBoth essentialBoth effectiveBoth are skills necessary to rise above your competitors
One sets you on the track for success….
Be Proactivein 2008
MY GSM Check List for 2008
I will always display leadership and always lead by example
I will be strategic, proactive and not reactive
I will always begin with the end in mind, think win-win and putfirst things first
I will maintain pride, integrity and credibility and maintaineffective, clear communication and constantly build on existingrelationships while always cultivating new ones
I will remain focused on training both locally and with the national rep firm and continually recruit for the best talent available while maintaining a good successful plan
I will continually analyze the marketplace, identify share/gains/losses and pricing tendencies and adjustment strategies
I will maintain a effective inventory management yield program and focus on forecasting and financial reporting
MY GSM Check List for 2008
Last But Not Least My Mission Statement
I will work hard to be the best GSM I can be.
Through teamwork, positive attitude, leadership and creativeness,
we will win and hit our 2008 Plan
MY LSM CHECKLIST FOR 2008
2008 Will Be Great!“New Business is the Way To Win”
I will always begin with the end in mind…
“Go for New Business greatness.”
I will be strategic and proactive, not reactive.
I will stay focused on the development of my team and the development
of New Business.
We have fresh, creative new business packages that include
production elements and an aggressive inventory/yield management
program in place.
I have updated our local team’s SWOT Analysis, Team Mission
Statement, Action Plan and and Policies & Procedures for 2008.
We have new 2008 New Business packages and incentive
contests for Local AE’s in place. I am making routine calls with our
team at both the agency and client level. I am making New Business
calls on a regular basis.
We are sending out handwritten thank you,
birthday, congratulations and holiday cards to our clients.
Our counter cable, radio, newspaper and Yellow Page pitches are
up-to-date and our web, mobile and digital pitches are fresh and being used.
I am driving maximum value for our on-air/on-line product by
aggressively prospecting, pre-selling, presenting and negotiating
on a daily basis.
MY LSM CHECKLIST FOR 2008
2008 Will Be Great!“New Business is the Way To Win”
EIGHT KEY ELEMENTS that make me a great Local Sales
Manager are:
1) Leadership/Knowledge 2) Accountability/Integrity
3) Accessibility/Flexibility 4) Communication/Relationships
5) Forecasting/Inventory 6) Training/Recruitment
7) Teamwork/Creativity 8) It’s all about New Business
New Business is our focus and networking is key. Our AE’s are involved
in the Chamber of Commerce, Ad Club, BBB, NCDA and local
community organizations. I challenge myself weekly on how I can
stay involved in the community.
Our team is using www.tvb.org, CMR, Media Center, Scarborough and
Polk Data to enhance our presentations. We have a system in place to
track, target and convert accounts.
(A must for developing New Business).
Last but not least, the greatest asset I have as an LSM is my staff
and the meaningful relationships/partnerships we create with them.
I always praise and thank our AE’s and support staff that do well with a
gift card or a plaque. And remember, there is nothing wrong with a
spirited reminder to those who are not performing up to par.
MY NSM CHECKLIST FOR 2008
2008 Will Be Great!
I will be strategic, proactive, not reactive. I will always begin with the
end in mind… I will put first things first and go for greatness for myself, the
station and TeleRep.
I have created and distributed to my rep firm our 2008 Policies &
Procedures, SWOT Analysis, Mission Statement and our NSM Action Plan.
Each week I will ask myself these questions: am I organized? Am I
prepared? Is my paperwork in order? Have I reviewed my travel plans?
What are my priorities for the week? Where are the trouble areas? Are my
relationships strong? Did I follow through on my promises or requests? Have
I revisited my annual goals? Am I taking the necessary steps to achieve my
goals? And am I being the best NSM I can be? I will kick ass in 2008.
My quarterly Recap/Pre-sell meetings with my rep firm are the best they can
be. (I have made them interactive, fun and meaningful). I will never
ask a rep to do something I wouldn’t do. Our rep firm team is sending
out overnight success stories and pre/post letters in a timely matter.
I am using and empowering our rep firm to use www.tvb.org, CMR,
Scarborough, Polk Data and other research tools to enhance
our presentations.
(A must to drive share in 2008)
I have improved the process to keep TeleRep updated on our
ever-changing inventory, preemptions, programming, specials, web
opportunities, digital, Nielsen overnights, and posting issues, etc.
My Counter-Cable, Political and Multiplatform
presentations are up-to-date. TeleRep has updated copies
of all station sponsorship opportunities.
MY NSM CHECKLIST FOR 2008
2008 Will be Great!
I will create an innovative sales strategy that can be utilized by others. I
will think differently in 2008 and challenge my daily routine. I have
created strategies to convert every low share and zero share advertiser
in 2008.
I have supplied TeleRep with updated Chamber of Commerce
information, local retail trends, BBB info, NCDA info and other local
economic changes in our market.
I have put together or started to put together our ROM/DOM list for all
the local clients who are bought nationally. I will make this a priority.
I am routinely sending out handwritten thank you, birthday,
congratulations and holiday cards along with industry related information
to our clients.
I am in the know! I know my station inside and out, I know my numbers,
I know my competition, I know my market and the local economy, I
know the industry and, last but not least, I am in charge and I can
make a difference.
EIGHT KEY ELEMENTS that make me a great NSM are:
1) Leadership/Knowledge 2) Accountability
3) Accessibility/Response Time 4) Flexibility/Creativity
5) Diplomacy 6) Visibility/Relationships 7) Teamwork/Creativity
8) A winning goal oriented attitude
Lastly, remember to thank those at TeleRep that do well with
a gift card or a plaque and remember there is nothing wrong with a
spirited reminder to those who are not performing up to par. TeleRep
is not responsible for my success, I am!
A Positive WinningAttitude is Contagious
A Negative Losing Attitude is Infectious
