what a difference digital only aes can make
DESCRIPTION
Having digital-only sales rep on staff lifts attitudes, increases understanding of digital products and increases digital revenues for traditional media companies. But competition is stiff to hire digital reps: Pureplay companies are offering 50% more base pay than traditional media companies.TRANSCRIPT
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SlideshareSummary
Summer 2013
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Introduction
The following slides summarizeresearch published by Borrell Associates in May 2013 in its report,“Assessing Local Digital Sales Forces.”
The full report is available atwww.borrellassociates.com.
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First, the Methodology
• Survey conducted April/May 2013• Sales Managers & Digital Managers• Conducted online• 220 participants• Solicited via RAB, LMA, LSA & Borrell Clients*• Mean size of digital operation: $1.5 million
Local Media AssociationLocal Search AssociationRadio Advertising Bureau
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Key Findings
Hiring digital AEs on the rise again Stiff competition from pureplays Digital AEs make big difference Comp plans vary widely
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Source: © Borrell AE Compensation Survey May 2013; N = 220
Who Has Dedicated AEs?Radio
continues to lag
industry.
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Source: © Borrell AE Compensation Survey May 2013; N = 87
Two-thirds have just 1 or 2 reps
Number of Digital-Only Reps
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Effect of digital-only reps
Having digital-only reps seems tovastly increase the staff’s
understanding of digital products.
See the results on the next slide.
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Source: © Borrell AE Compensation Survey May 2013; N = 191
Understanding Digital Products
50% say Excellent
to Outstanding.
14% say Excellent
to Outstanding.
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Effect of digital-only reps
Having digital-only reps helpsthe staff do a better job of
educating advertisers.
See the results on the next slide.
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Source: © Borrell AE Compensation Survey May 2013; N = 191
Helping Advertisers Understand
23% rated this
poor to average.
43% rated this
poor to average.
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Effect of digital-only reps
Having digital-only reps improves
the staff’s motivation to sell.
See the results on the next slide.
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Source: © Borrell AE Compensation Survey May 2013; N = 191
Motivation to Present Digital
63% rated this
excellent or better.
25% rated this
excellent or better.
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The Most Amazing Thing
Having digital-only reps tends to
double digital revenues.
See the results on the next slide.
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Source: © Borrell AE Compensation Survey May 2013; N = 176
Multiple of total digital revenue
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Want more?
The full report answers theseadditional questions:
How much revenue does a typical digital AE generate? How much are digital AEs being paid?What are pureplay Internet companies paying local AEs?What’s the breakout between salary and commission? Do non-digital reps get different commissions on digital sales?
Download it at www.borrellassociates.com.