multi-platform sales - local advertising and marketing ...consumer media usage drives today’s...

1Proprietary and Confidential.

Copyright © 2009 BIA /Kelsey. All Rights Reserved.

Multi-Platform SalesLeveraging Your Sales Team’s Talents to Build a Multi-Product Approach

2Proprietary and Confidential.

Copyright © 2009 BIA /Kelsey. All Rights Reserved.

Our Speakers

�Steve Passwaiter, Vice President, Business Development, BIA/Kelsey

�Michael Taylor, Director of Business Development, BIA/Kelsey

�Gayle Jones, Director, Strategy and Business Intelligence, Berry

�Rob Weisbord, Regional Group Manager/Director of Digital Initiatives, Sinclair Broadcasting

3Copyright © 2009 BIA /Kelsey. All Rights Reserved.

The Challenge for Local Media

�Maximizing investment in the core sales force

�Getting veteran sales people to adapt their approach

�Determining if current sales force has the right skills

�Evolving the current sales process and strategy

�Increase the size of the order

�Managing the digital shift


The Good Old Days

�One product to sell with a few variations on the theme

�Focus was more on productivity rather than quality

�Few alternatives existed making traditional media a “must have”

�Customer buying habits were far less sophisticated and measurement was less of an imperative

�Power in the sales process rested with the sales rep


Transactional Reps as Managers

�Little concept or reinforcement of consultative selling skills

�Attention given to product objectives and quotas

�Perpetuate transactional methods over an entire sales team

�Marginal focus on developing new managers or providing tools to aid in transition


The Pace of New Products Has Changed The Sales Process

�Feature and benefit selling took over

�The sales message became the marketing message

�Sales reps felt the pressure to present products

�As the sales bag filled-up, reps felt overwhelmed and less confident

�Presenting multiple option “menu” created more of a transactional sales process

�Digital products often were ahead of sales force skill and ability

�Advertisers began to gain control over the sales process


What Advertisers are Seeking


Single Product Selling

Product Questions

Single Product Sale

Outcomes:

�Money is left on the table

�Products and services are

developed and not sold

�Salespeople are seen as

transactional

�If customer opts out of “the

one product” the customer is

lost

�Customer loyalty shrinks

�Competition eventually takes

the business


SMBs are Already Multi-Media Advertisers

Kelsey Group Local Commerce Monitor


What Do I Lead With?????

OR


I Lead With……………..

LEADS


It’s All About Leads

�The focus on clicks and calls has migrated to leads

�Allows business to determine cost per lead and ROI

�Ability to identify number of leads needed to maintain and grow business (based on conversion history)

�Offers opportunity to use multiple media to attain lead goals

�Highly targeted sources of leads are valued for the quality of leads generated

�82 percent of companies think lead generation will become more vital to their organization in 2008 – E-Consultancy/ Clash Media


The Future Multi-Platform Sale:

Discovery Meeting

How many calls per month

do we need to generate?

Integrated Solutions

What is the most effective

media mix to drive leads?

• Business challenges

• Media Strategy

• Current Initiatives

• Obstacles

• ROI Potential

Directories

E-mail &

Direct Mail


How To Be Successful in a Multi-product World

�More detailed discovery process to uncover needs

�Let discovery process guide the solution set and the presentation

�Part of the consultative process includes how to educate the customer

�General understanding of all local media options

�Greater sense of how media work together for the benefit of advertisers

�Fundamentals of online advertising

�A focus on media solutions rather than individual products

�Core value proposition focused on leads


Local Media Case Study

Berry Multi-Product Approach

Consumer Media Usage Drives Today’s Business Model

Source: 1Berry web-based consumer survey, January 2009 (n=2,635) 2The Y Advantage Landscape, Knowledge Networks, 2008. 3eMarketer, Digital Intelligence, June 2009

Search Engines 47%2

Yellow Pages 64%2

Video84% view an online video each month3

Web sites 54%1

Internet Yellow Pages 24%2

Media Usage in the last 30 days2

Today’s Environment: Defined by Multiplatform Consumer Usage

Legacy Environment: Defined by Print Yellow Pages

ClientCustomized Interaction

Competitive Proof of Value

End to End Customer View

Engaged Employees

Metrics/Rewards Support Customer Focus

Living the Vision

Sales

Product

Service and

Operations

Financial

Culture

Growth business driven

by competitive value

proposition and quality

client experience; our

culture is an asset.

Client-Centric Business Model

Product HierarchyPRINTPRINT DIGITALDIGITAL

Cover ads

Specialty products

Color

Display Ad

Business Listing

Video

SEM

SEO (Clicks)

IYP

Web site

$5.8B Opportunity in 2013

Ad Network Approach

Heading: PlumbersMarket: Cincinnati22,866 references

IYP Network Example Heading: Plumbers Market: CincinnatiOver 90,000 searches in the Cincinnati market in 1 year from our network

Website Design and Hosting: Search Engine Optimized for organic relevance

SEM: Search Engine Marketing Services placements reaching over 90% of the Search usage

Video: Distribution of online Video across vast network; video is proving to drive 20%-60% greater conversions

Client-Centric Approach Based on Consumer Media Preferences

PRODUCT DIFFERENTIATION

Proving Value

22 | Confidential and Proprietary

Optimizing Core Growth

• Pay4Performance is a leads-based pricing program that enables advertisers to pay for calls received from print and digital advertising with LIM

� “Save” and “non-advertiser”approach

� Currently 150% to pace

• Segmentation � 3 to 4x sales performance versus control group

•Digital Focus� AVO/ARPU: 155% to pace�Digital specialists: 4 to 6x increase on premise calls

• Print and Digital Bundle� 6x sales increase in telephone channel trial

LIM Revenue Generated

• Saves

• New Money

• Under-monetized

Revenue / ROI to Advertiser

Media Buying Funnel

Consultative Selling

P4P

Local Search

Other platforms: Mobile Verticals

Print Yellow Pages

Internet Yellow Pages

Calls to Advertisers

23


Local Media Case Study

Setting Up The Traditional

Media Sales Force For Success

Leveraging Your Sales Team’s Talents to Build a Multi-Product Approach

Benefits Of Selling 3 Screen Solutions vs. :30 Ads

Sales Force Transformation

Initiate Vetting Programs And Initiatives

Top Down

Train managers prior to rolling out programs to sales staff

Corporate Digital Staff

Incorporate digital questions into CNA’s

Sales Force Transformation

Face-To-Face visits at station level for individual sales training


Build Out 101 Training Documents For Internet And Mobile


Mobile

Marketing 101

Internet

101

•Brainstorming

•Review of individual stations presentations

Ensure what is being presented

can be delivered

•Creating the best solution

Digital Group Support

•Create FAQ’s

•Share case studies

Digital Intranet Site


The Passing Lane Program

� Designed as a multi-product sales process integrating traditional media with online media

� Sales process focuses on intermediate consultative sales skill development

� The core component is a deeper needs analysis to better position multiple media products

� Recognizes the 2 call close as the ideal model for increased success and revenue development

� Key modules include:

� Understanding the value of online platforms

� Creating and positioning the multi-product presentation

� Qualifying the buyer and selling against the competition


The BIA/Kelsey Difference

� Supporting the training process is a field

reinforcement process for managers

� Sales support tools and Kelsey research

inserted to support the sales process

� The program can be implemented as a

pilot program, train-the-trainer or

complete training program

� Sales training is backed by an ROI process to

clearly demonstrate the value of the

training process


�Sales Readiness Review�Audit of sales team, sales management, training and

support services/ systems

�Objective view on how best to prepare sales team to make shift to a consultative multi-media approach

�Identification of key assets and liabilities

• All webinar participants are eligible for a special offer of a complete three

day Sales Readiness review for US$19,500. As an added bonus US$10,000 can be applied to the purchase of a Passing Lane sales training program.


Questions and Answers

Thank you for attending todayThank you for attending today’’s event. s event. Now itNow it’’s time for your questionss time for your questions

For more information about our sales training program, Passing Lane, contact Michael Taylor at:

[email protected]

Networking Conferences:DMS’09 | ILM 2009 | Marketplaces | WMS

Passing Lane:

http://www.kelseygroup.com/salestraining.asp

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For all other inquiries, please email us at: [email protected]