Las Vegas, April 13, 2011 Part I
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1 RAB Revenue Road Show Sheila Kirby SVP Professional Development John Potter VP Training Brandeis Hall VP Training Today s Agenda How the world has changed Integrated Campaigns Digital 2.0 & beyond What has not changed Consultant style of selling Seven Steps to Selling Success RAB resources Addressing objections and closing! What Advertisers Really Want From Media Salespeople 3 Page 1
2 What Can I Do? Solutions Selling Be essential! Advertisers divide their marketing activities into two categories Essential and Non Essential Prove your value! Maximize the opportunity to be a customer centric solutions seller Leverage your assets! Stay positive attitude is contagious Understand the client up front Do your homework and build a strategic framework and tactical plan for each account 4 Advertising Share of Marketing is Declining 1963: Marketing Spend = $17 Billion 70% Advertising = $12 Billion GAINING SHARE Event Marketing Premiums/Promotions P O P Displays Internet ( , SEM) Mobile Social Networking Sponsorships Coupons Specialty Printing Licensing Public Relations Loyalty Games & Contests Sweepstakes Product Sampling Product Placement 2010: Marketing Spend = $716 Billion 25.5% Advertising = $183 Billion 2011: Advertising =? Source: Veronis Suhler 5 Key Philosophies & Insights: The Role of Media Types & Media Mix Awareness Familiarity Opinion Mass TV/Radio Contextual Magazines Consideration Preference (demand) Shopping Internet Static/Video Local Newspapers Sales (Market Share) 6 Page 2
3 It s Not About Media It s about driving sales, driving traffic and engaging and changing consumer behavior 7 Deep Account Selling Benefits Make More Money! Sellers Develop deeper, longer term client relationships Take greater ownership of what you sell Improve your selling skills Provide customer centric solutions Exceed budget Manufacturers/Sales/Marketing / Control marketing dollars Increase sell through Improve brand equity Touch consumers directly Improve relationships with retailers Retailers & Dealers Increase traffic Increase sales Increase exposure Highlight community involvement 8 RAB 7 Steps to Successful Selling 9 Page 3
4 Prospecting & Research Prospecting Before the call, know thy customer Headquarters contact information Fiscal year Background information Organizational structure Marketing practices New and major products or services Sponsorships and corporate interests 10 Three Pools of Money ADVERTISING BRAND MARKETING SALES 11 Research Know the Flow Who are the gatekeepers Who screens the ideas Who signs the deals Follow the Money Sales Marketing Digital Corporate Communications Event Marketing 12 Page 4
5 Decision Maker Roles 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 Prospecting Decision Maker Titles Owner VP of Sales / Marketing EVP Emerging Media VP Digital VP of Engagement VP of Social Media Event Marketing Manager National/Regional Sales Manager Trade Marketing Manager Account/Territory/Zone Manager Brand/Product Manager Director of Marketing Business Development Manager Government Affairs Representative Branch Manager Marketing Communications Manager 14 RAB Revenue Road Show Integrated Campaign Ideas That Sell! Page 5
6 Silo Advertising and Marketing Integrated Advertising Radio 360 Marketing Yellow Pages TV Magazine Client Cable OOH Newspaper Digital Integrated Advertising Online Digital Marketers Social E mail Mobile Page 6
7 Integrated Advertising On Air Broadcast Marketers Social Online Mobile E mail Integrated Advertising Mobile Social On Air Streaming Online Video Broadcast Marketers E mail Event Website Podcasts On Air Products Spot Sponsorships Packages Page 7
8 Digital Products Webpage banner ads Webpage sponsorships Streaming Pre rolls In stream Player Online video Podcasts E mail Social Mobile Alternative Event Cause related Retail (in store) Mass merchandiser Convenience store Supermarket Sports marketing Recruitment Job fairs Expos Sampling / Coupons Consumer sweepstakes Case Study: Fessenden Hall, Inc Objective Increase awareness of product Drive traffic to 25 local dealers Idea Microsite it ( t (Product information, answers to questions, videos, prizes) On air commercials Social networking (Facebook & Twitter) SEO and SEM (Google AdWords) Distribution of brochures & countertop samples Dealer breakfast Page 8
9 Case Study: Fessenden Hall, Inc Results Campaign s 1 st month was one dealer s best month since 1965 Distributor experienced increased sales Case Study: Bassetts Ice Cream Objective Attract younger consumers to Bassetts Obtain placement of pints in Wawa (large convenience store chain) Concept Preston & Steve Morning Show creates a new flavor Listeners submit suggestions Prototypes developed Morning show samples, discusses & hosts vote on name ( Gadzooks ) New flavor sampling at WMMR s Spring Concert Hand dipped product sold at one retail location Case Study: Bassetts Ice Cream 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 Page 9
10 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 Case Study: PATCO Objective Increase awareness and use of Freedom Smart Cards Target is young professionals & college students Campaign Live on air morning show announcements Streaming commercials and leaderboards Instructional videos on PATCO s and station s websites Traffic report billboards Prize incentives Mobile marketing Literature distributed in goodie bags at concerts Case Study: PATCO Results Increased ridership Page 10
11 Traditional Media Moving to Integrated Broadcast television Yellow Pages Pure Play 49% Newspapers 24% Broadcast TV 11% Magazines/ Other Print 2% Yellow Pages 11% Radio 2% Cable TV 1% Traditional Media Moving to Integrated Broadcast television Yellow Pages Direct mail with QR codes Recommendation Planner Download Customize Use it as a checklist Page 11
12 RAB Revenue Road Show Digital 2.0 & Beyond Poll THE NEXT BIG THING IS A. Mobile B. Social C. Hyper local D. Deals E. Other Radio Revenues Page 12
13 Projections Revenue By Product Radio Station Share of Local Online Average 0.5% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% Source: Borrell Associates, % Average 5.2% Highest Page 13
14 Show Me The Money Banner ads Streaming Auctions/Deals Social Mobile Sponsorships Online video Podcasting Directories Contests Banner Ads Banner Ads (Pop up) Page 14
15 Banner Ads (Pop under) Banner Ads (Pop under) Streaming Audio commercial Video commercial Pre rolls Player banner ads Player sponsorships Page 15
16 Streaming Audio commercial Video commercial Pre rolls Player banner ads Player sponsorships Branded players Streaming Auctions Page 16
17 Sponsorships Home page Personalities pages Weather Sports News Health Fitness Photos Podcasts Podcasts Best Practices Good: short pre rolls Better: delayed billboards Best: contextual Page 17
18 Directories Directories Bridal Restaurants Entertainment Travel Golf courses Fishing & hunting Real estate Government Online Video In banner Expanding banner Online Video Ad overlay Page 18
19 Online Video Video overlay Online Video Video ad insertions Online Video Sponsored video programs Page 19
20 E Newsletters E Newsletters Mobile Marketing Page 20
21 Mobile Marketing Promotions Events Vendor programs Best of polls (restaurants, retailers, pizza ) Contests Sports (World Series, Bowls, March Madness) Event tickets Reality TV Picks for Oscars, CMAs, Grammy Awards Page 21
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