A Sales Leaders’ Game Plan for an un-precedented time

Angela Betasso

& the JDA TeamMarch 15, 2020

• I have a friend who often quotes “adversity doesn’t create character, it reveals it”. Our character, and company character, counts above all, especially in times of crisis.

• How we react to our shifting ground, and lead our teams through it, will determine…

• the mindset and health of our team members• how well we get through it• and how quickly we will recover

• As we can control how we react to a situation, it’s my advice you react by quickly putting in a place a COVID-19 Action Plan. In an effort to help you create one, or help you think through the one you’ve put into play, read on…

Your Action Plan should address:

• Communication with Sales Team Members

• Communication with Advertisers

• Communication with Senior Leadership

• Remember, it’s ok to not have all the answers…but it’s not ok to leave a vacuum.

Sales Leaders Game Plan – Create a COVID-19 ACTION PLAN

• Help your team cope by clarifying station actions that affect them directly. If you’re in progress of creating some of it that’s ok…just communicate what has been determined and that you’ll be in constant touch on the rest. Some example items you’ll need to think through:

• Compensation contingencies if needed

• Technology and work from home processes and access, etc.

• Financial items like credit process, collections, etc.

• Expectations on work availability (many will have children home, be pulled into virtual learning setups for them)

• Expectations and protocol conducting virtual calls and meetings (camera optional, business attire, background distractions, is it different internal/external, etc.)

• Do revenue goals change for the quarter? By platform or type?

• I recommend setting up a daily team virtual call. A daily touch base, first thing in morning or lunch hour. Doesn’t need to be long, and make sure you set an agenda/topic (vs a free form space which could allow negative inflation).

• Prospecting – there will be companies and industries that will be in demand during this time. Brainstorm categories, companies, message, possible packages with your team. (See addendum for our thoughts in this area.)

Communication with your Team Members

• The plan should address items below, among others that are specific to you:

• Clarify your Cancellation Policy for this situation – if must take, is there a waiting time? And how long are you allowing… indefinite cancel or only cancelling flights through April? Is it different by platform?

• Immediately identify key accounts currently advertising, especially at-risk ones -

• determine who reaches out by phone today - AE, LSM, GSM.

• AEs call all remaining accounts within ______ hours.

• Clients on-air - reassure they will benefit short term and long term from staying on (see bullets in addendum on advertising thru a crisis).

• Advertisers in sports cancelled - identify makegood packages to retain the dollars and send out now. For advertisers in sports on competitor stations, encourage shifting the spend to you with created opportunities.

• Clients needing updated creative/message for this situation – determine how it can be done and the timeline needed. Edits “in house”, or through a third- party relationship?

• Any open inventory – determine processes that will be used in deciding which clients receive. Is it for UD only? Will clients accept for UD if not on air? Or for use only with clients still on air, and how determined which ones/how much?

• Principle of the glasses – most advertisers are on you, direct competitors and multiple platforms. By helping them reducing # of glasses, you help them cut costs during this time while staying top of mind with consumers. (see again bullets in addendum on advertising thru a crisis)

Communication with your Advertisers

• In a crisis, get the top involved AND informed.

• Sharing is important during a time of stress/crisis. Not just numbers, share good ideas that can be played forward to help all stakeholders.

• Cancels. At this point I’m sure the company is having you either report up cancels or are pulling themselves. Ensure communicating color around the cancels and how handled.

• Key accounts staying on – communicate any feedback on why and how handling.

• Any advertiser issues, including creative changes, flight changes, or difficulty. Where needed ask for guidance or direction.

• New & incremental. Share what you’re doing proactively to keep advertiser demand, how prospecting, etc.

• Any HR issues – tactics taken to solve, or updates

• For all of the above, create cadence and templates to make it easy for you and those that will be helping you populate.

Communication with Senior Leadership

Addendum

links, quotes data to support advertising through a crisis Prospecting Thoughts

Messaging / creative during COVID-19

• “Brands that INCREASE advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost during good economics times.” – Professor John Quelch, Harvard Business School. (I would argue brands that just STAY CONSISTENT when competitors are cutting back, will improve market share and ROI when crisis over.)

• “Companies that maintained advertising spending saw sales INCREASES of 20-80% over a six-year span… while companies, such as Avon and Hershey who cut back, experienced long-term losses.” “Recessions are a unique opportunity to INCREASE brand equity. With less competition, you not only strengthen your base, but you also can attract new customers, primarily from competitors who reduced spending,” – Professor Hayden Noel, University of Illinois

• According to a study conducted on the effects of going dark by ThinkVine, a Cincinnati-based analytics company, cutting back on marketing and media spend to the extent that it’s nearly non-existent was found that by the end of the year of going dark, firms saw sales drop by 20%.

• More than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Likewise, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business. Ad-ology Study, 2019

• Quoted in the Forbes article attached – Perhaps the best quote about advertising in a recession came from Sam Walton, the founder of Wal-Mart. When asked, “What do you think about a recession?” he responded, “I thought about it and decided not to participate.”

Reduced Advertising During Recession or Crisis Has Negative ImpactsWe must reinforce the truism - by continuing to advertise, companies show they are a sound business,

one that is permanent; and just as importantly…they have an opportunity to grow.

https://www.forbes.com/sites/bradadgate/2019/09/05/when-a-recession-comes-dont-stop-advertising/#7602303e4608

https://www.qualitylogoproducts.com/blog/marketing-budgets-dollars-cut/

https://www.mni.com/blog/advertmarket/how-advertising-during-a-recession-can-preserve-your-brand/article_f8f13d4e-d56e-11e9-be80-d76025819b6f.html

https://news.illinois.edu/view/6367/205884

According to the Harvard Business Review, regardless of which group consumers belong to, they prioritize consumption by sorting products and services into four categories:• Essentials = necessary for survival or perceived as central to well-being.• Treats = indulgences whose immediate purchase is considered justifiable.• Postponables = needed, desired items whose purchase can be reasonably put off.• Expendables = perceived as unnecessary or unjustifiable.

Taken a step further, what companies and products will be deemed essential? What treats or indulgences whose immediate purchase is considered justifiable? What services or purchases are UN-postponable?

Essentials• Groceries, pharmacies, Health care practices, institutions and home aides. In continuing to advertise, make their

message about safety and trust. If no desire to drive in person visits, message the brand trust promise through safe delivery…or website information, phone numbers for information, counseling guidance, etc.

• We think companies in home services category should advertise heavily and with a message around availability, safety & cleanliness (health of staff testing, products used, etc.)• Electrical, HVAC• Plumbing

• Carpet Cleaning• Home/Office Cleaning• Auto – air filter replacement• Home air duct cleaning• DIY kits/projects/companies

Treats• Brainstorm home updates, family entertainment….electronics, workout equipment

Prospecting

Messaging / Creative during COVID-19

Focus advertising message on one or more of the following:

TRUSTQUALITYEXPERTSRESULTSSPECIFIC CALL TO ACTION (offers)FACTSFULFILLMENT

Example idea around numbers…“7,298…the number of disinfectant wipes we use each month…9,262..the number of ounces of industrial sanitizer we use each year.####....the number of rubber gloves per week###...laundry detergent each day.##...cleaning staff

Local B to C companies must up their ecommerce platforms and logistics associated with it. It follows they will need to inform consumers of their ability to fulfill online, with delivery, and most importantly that they remain open for business (Amazon, Target, Walmart, are not the only options for ecommerce & fulfillment).