ad sales best practices for equine publications
TRANSCRIPT
Ad Sales Best PracticeTools of Engagement
Todd KrizelmanCEO and Co-Founder
Sales Challenges:
What are the biggest challenges that you are facing today?
Sales Rep Challenges:
- Teaching sales reps to sell across media
- Finding new prospects
- Selling integrated programs to advertisers
- Operational questions! How many accounts to assign
per rep, managing account conflicts
What Equine Advertisers Want:
- How to acquire new customers at the lowest possible price
- How to sell more to existing clients
- How to increase sales at the slowest times
- How to reach target audience in creative new ways.
Agenda
- Prospecting for Equine Magazines
- Sales Tactics for Equine Magazines
- Improving Online Sales Performance
Agenda
- Prospecting for Equine Magazines
- Sales Tactics for Equine Magazines
- Improving Online Sales Performance
Prospecting Tactic No.1Target categories that are up in
ad pages
Category Analysis Identify And Target Categories That Are Up.
Horse Feeds are up 23% YOY in Q1 2015.
Q1 2014 Q1 2015
142
174
Q1 2014 Q1 2015
201253
Realtors are up 25% YOY in Q1 2015.
Category Analysis
Prospecting Tactic No.2Find regional advertisers
Territory AnalysisExplore Nearby Advertisers from Your Competitors to Increase Ad Pages.
Territory Analysis
Prospecting Tactic No.3Find advertisers that are targeting
your demographic
- The Publication Designed for Affluent Horsewomen
Find The Exact Advertisers That Fit Your Demographic.
Prospecting Tactic No.4Are you getting all the advertisers
who buy in your market?
Missed Business Analysis.- Missed business by media format.
There is only 6% overlap between print and online advertisers in American Cowboy. – Great upsell
opportunities!
Missed Business Analysis.- Missed business by Territory.
There are 74 advertisers purchasing ads on your competitors’ magazines in Colorado.
There are 32 advertisers you missed in Kansas.
Missed Business Analysis:- Missed business against specific competitors.
Missed Business Analysis:- Missed business against all competitors.
Agenda
- Prospecting for Equine Magazines
- Sales Tactics for Equine Magazines
- Improving Online Sales Performance
Know Your Advertiser Extremely Well
► Time of year when they spend
► What ad units they prefer to buy
► Are they building a social media audience?
► Do they advertise online?
Sales Tactic No.1Know when to call the lead
Why Timing Matters► If you know when to call you
can sell to more accounts per rep. This allows you to stagger your ad sales efforts, only calling accounts when it really matters to them.
►You also seem a lot smarter to the client if you call at the right moment.
June 20
Know What Time of Year the Client Place Ads.
0
5
10
15
20
25
30
35
40
45
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Num
ber o
f Ad
Pag
es
SmartPak Equine LLC's Ad Spending Activities2013- 2015
2013 2014 2015
Sales Tactic No.2Know the placement your
advertiser wants
Across competition, Nutrena Horses places ads in the first 34% of book on average.
Sidelines provide NutrenaHorses an average position of 16% of book.
% of Book0% 100%16%
Who buys in the Back of the Book?
77%% of Book0% 100%
Equine Network Storebuys in the back of Equus’sbook, suggesting they are not high paying advertiser.
Sales Tactic No.3Use social media to your
advantage
Step 1. Know What The Advertiser Cares About,Before You Pick Up The Phone.
Step 2. Prove Audience Is A Great Fit
• 22.6% of Practical Horseman’s Twitter followers overlap with Purina Mills Horse Feeds.
• This is more than 18 titles in your competitive set. Use this as a sales advantage!
Step 3. Compare Yourself To Your Peers
Step 4. Show How You’re Increasing Audience
Step 5. Package Your Social Media Story
• 915,695 like Practical Horseman on Facebook, more than Quarter Horse News, Horse & Rider and so on!
• 48,136 more followers joined in the last 30 days! Momentum continues to build!
Practical Horseman Is More Engaged With Social Media Than The Competition!
• 14,122 follow Practical Horseman on Twitter, more than Western Horseman, Equus, and so on!
• Practical Horseman tweets 2x/day, more than Horse & Rider, Chrome, and so on!
Sales Tactic No.4Organize Your Sales Team
The average magazine assigns 89 accounts per sales rep. “More is
Better?”
Titles that have more accounts assigned per person do not always perform better…
29% 30%
18%
7%
16%
0-50 50-100 101-150 151-200 > 200
Number of Accounts Per Rep
24
45
62 65 6672
0 - 25 26 - 50 51 - 100 101 - 150 151 - 200 201 - 250
Reps with more accounts placed more pages (for a while, but then tapers).
Number of Accounts Per Rep
Number of Pages placed
How to assign accounts: 3 Options.However, at least half of titles don’t assign accounts at all!
By Category By TerritoryBy Account Size
Agenda
- Prospecting for Equine Magazines
- Sales Tactics for Equine Magazines
- Improving Online Sales Performance
Improving Online Sales Performance No.1 -Upsell the advertisers from print to online
Out of 39 Equine Titles, All of Them Have Websites.
6,7496,249
Only 8% of print advertisers are buying online!
Print#Advertisers
Online#Advertisers
However, Integrated Ad Buying Hasn’t Been Widely Adopted in Equine Market.
476
MediaRadar: Across 41 Equine Sites in 2014
Integrated Selling Examples:
Integrated Selling Examples:
Improving Online Sales Performance No.2 -Diversify the offer of ad types
Diversify the offer of ad types - Display Ads
But Out There, A Variety of Premium Ad Types Is Emerging on Equine Websites.
Diversify the offer of ad types - Native Ads
Diversify the offer of ad types - Native Ads
Diversify the offer of ad types - Video Ads
Improving Online Sales Performance No.3 -Optimize your programmatic ad campaign
Advertisers Buying Programmatic Only91%
Advertisers Buying Direct Only…
Advertisers Buying Direct + Programmatic
7%
How Do Online Advertisers Reach Equine WebsitesBy #Advertisers
In 2014 Across 44 Equine Sites
91% of Advertisers Are Buying Online Ads on Equine Websites via Programmatic Only. You Have to Optimize Your Programmatic Ad Campaign to Make the Good Use of It.
Raise Price When You Are Being Optimized In.
Use It to Your Advantage When Your Competition Is Being Optimized Out.
Convert Programmatic Buys to Direct.