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?