ad sales best practices for equine publications

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.