market manager
DESCRIPTION
Overview of Market Manager position and dutiesTRANSCRIPT
Market Management
“Working Together to Achieve Our Objectives”
Dan CapwellMarket Manager, Eastern PA Sales Divisions
What is Market Management?
• Drives the corporate vision for our print, electronic and solutions products at the field level.– Products– Pricing– Placement– Promotions
• Partners with Regional Sales leadership teams, Product and Pricing Management and a variety of cross-functional teams (Client Services, Distribution, Finance) for pre-canvass, in-canvass and post-canvass initiatives that impact the “4 P’s” (and our paychecks).
Selling Advertising is a Contact Sport!
• Today’s Small and Medium Business (SMB) owner has more advertising options than ever before.
• To be successful in this rapidly-changing environment, each Idearc Media Consultant must be equipped with the right product for the right client at the right time. – Consumers have the same
requirements!• The Market Manager position
supports all facets of our game plan, from the pre-canvass planning stages, the entire sales canvass and into the printing and delivering of our products. We also influence the consumer experience when they pick up a book, a direct mail piece or clicks on one of our links. – SME on all facets of the process.
Market Managers Play in All Four Quarters
First Quarter: Market Analysis and Planning• Review of previous
campaign:– What worked?– Did we have enough
resources?– What did we learn?
• S.W.O.T analysis.• Preliminary meeting with
local Sales Manager on dates, suggested tactics.
• Formal meeting with Regional VP, Marketing Director and RFO.– Gain agreement on the plan
and move to implement.
Second Quarter: Sales Canvass Begins!
• Formal meeting with sales teams to begin a new canvass.– All Rates and Incentives
approved and loaded in the systems.
– Local and product sales collateral updated and available both in a binder and the rep’s Virtual Collateral folder.
– Changes in the market described and positioned.
– New product/incentive training.
Products• Provide roll-out and/or follow up training on
Idearc’s multi-platform products:– Direct Mail – Premium Cover Items– Superpages.com bundles and alliances
• Subject Matter Experts on:– Inventory Availability– Incentives– Usage and Competitor Activity
• Advocate for new placement, revision or removal of products from individual markets/directories.
Placement• Report distribution and possession of
our print and direct mail products. • Review receivership stats for distribution
after initial delivery is completed.• Verify via Gallup surveys (if applicable).• Manage/create local barter and other
partnership agreements. Instruct Media Consultants about the value of these alliances.
Promotion• Two tiered approach: some traditional
(radio/OOH) spots, however the majority of our promotional efforts are of the “gorilla/guerilla” variety:
• Tradeshows• Gas Giveaways• Wrapped Vehicles• Rebuild the Libraries Program (Harrisburg)• Enterprise Car Rentals (Bethlehem)• Custom Covers• In-event promos
Pricing• Able to leverage rates along with other value
statements to create an as-needed price parity with our major competitors, market by market:– Increase Incentives– New and Non Advertiser programs– Bundle Offers– Other Programs
• Ensure that the rate cards are correct, complete and match what is in the system.
• Train local sales teams to ensure that a thorough understanding pricing programs exists in every one of our sales reps!
Halftime and the Third Quarter
Third Quarter: The Key to the Canvass
• Monitor and Report:– Results by Sales Channel– Initiative results vs. goals– Available Inventory – Incentive Results
• Course Adjustments?– Marketplace Changes– Additional Leads or
Targets needed? – More incentive programs?
• How much “time is on the clock?”
• In the Field Activities:– Attend Sales Meetings– Ride Alongs with Media
Consultants• Is the Idearc Value
Story being properly presented and understood?
• Are clients receptive to the message?
• Any placement or other fulfillment issues?
• Additional Training Needed?
Fourth Quarter: Post Canvass Production• Complete post-
canvass surveys with Media Consultants.
• Close all Marketing initiatives with bartered for clients.
• Review all Directory and DM Production Orders for accuracy:– All Premium Items
included?– Enough product to
reach consumers?• MarCom Ready?
Typical Campaign Time and Resource
Allocation
25%
20%45%
10%Planning
Kickoff
Campaign
Production
Over Time: As-Needed Efforts • Year round market
research/tracking.• Post publication issues:
– Client testimonials– Consumer inquiries– Competitor Intel
• Trade shows, fairs and other community events promoting the brand.
• Client appreciation events such as ballgames, picnics, etc.
Connecting Buyers to Sellers
• To Our Clients:– Feature: What is the
main feature of each product we offer?
– Advantage: What advantage do our products offer that our competitor’s don’t?
– Benefit: What is the benefit to the client’s business to purchase products from Idearc Media?
• To Our End Users– Benefit: Does the
advertisement viewed clearly state the benefit from the product or service?
– Informative: Does the ad provide enough information to make a buying decision?
– Easy to Read to Ads: Is the ad easy to find (and read)?
– Reason to Call: Does the ad leave the viewer with a specific call to action?