Radio Advertising Bureau Webinar Deep Account Selling

Deep Account Selling - Contemporary Approaches to Big Dollars

RAB Webinar, October, 2012

Radio Advertising Bureau

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Copyright 2012

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Deep Account Selling

Radio Advertising Bureau Webinar

Brandeis C. Hall VP Professional Development Radio Advertising Bureau

Contemporary Approaches to Big Dollars

Definition of Deep Account Selling:

Understanding how a company is organized

within its various business units to determine

decision makers that have influence on

budgets to impact the business.

What Is A Deep Dive?




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Senior Management

VP of Sales VP of

Marketing VP of

Advertising

Regional Sales

Manager

Sports & Event Sponsorship

Regional

Regional Marketing Director

Brand or Product Manager

Digital Marketing

Ad Agency

Corporate Comm.

Public Relations

Government Affairs

Channel or Ethnicity Manager

Promotions Manager or

Director

The Organizational Flow Chart

Example: Fortune 500 Company

Top Tier Executives

CEO

Group VP, Human Resources

EVP, CFO

EVP, Marketing Communication

SVP, Global Purchasing

SVP, Marketing Communication

VP, Sales & Marketing

VP, Communication

VP, Customer Service

GM, Sales

GM, Marketing

Executive Director,

Communication




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Marketing Communications


Manager Retail

Communications

Director, Marketing & Sales

Digital & Direct

Marketing Manager

Mgr, Media Planning &

Buying - Brand X


Buying - Brand Y


Buying - Brand Z

Digital Marketing

Brand X

Digital Marketing

Brand Y

Digital Marketing

Brand Z

Manager, Media

Planning Manager, Brand

Content & Alliances

Manager,

Sponsorships

Manager, Multicultural

Marketing & Comm.

General Marketing

Manager

Sales Operations

General Sales

Manager

Regional Sales

Manager, West

Regional Sales

Mgr, Northwest

Regional Sales

Manager, Midwest

Regional Sales

Mgr, Southeast

Regional Sales

Mgr, Northeast

Regional Sales

Manager, South

General Zone

Manager, West

Regional Mkting

Mgr, West

Market Rep

Manager, West

General Zone Mgr,

Northwest

Regional Mkting

Mgr, Northwest

Market Rep

Mgr, Northwest

General Zone

Manager, Midwest

Regional Mkting

Manager, Midwest

Market Rep

Manager, Midwest

General Zone

Manager, South

Regional Mkting

Manager, South

Market Rep

Manager, South

General Zone

Mgr, Southeast

Regional Mkting

Mgr, Southeast

Market Rep

Mgr, Southeast

General Zone

Mgr, Northeast

Regional Mkting

Mgr, Northeast

Market Rep

Mgr, Northeast





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7 Steps To Selling Success

What makes a good lead?

• Regional/Natl. client who already spends money with you

• Corporate Headquarters in your city

• Prospect in a growing industry or sector (Entertainment,

Telecom, Healthcare, CPG, etc)

• Sells service or product to consumers

• Fortune 1000 company

• Works with retail regionally and nationally

• Cable, Spot TV or Print advertiser

• New product or line extension

Develop the Best Leads




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Research

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Knowledge Pays

• Do your homework; don’t waste their time or yours

• Headquarters contact information

• Fiscal year

• Background information

• Organizational structure

• Marketing practices

• New and major products or services

• Sponsorships and corporate interests

Research: Do Your Homework

82% of executives want sales reps to understand the

economic drivers of their business prior to calling.




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Research - Best Buy Company, Inc.

Best Buy Company, Inc.

7601 Penn Avenue, South

Richfield, MN 55423

(612) 291-1000

www.bestbuy.com

Fiscal Year

April-March

Key Personnel

Chief Marketing Officer

VP and Territory General Manager

Director of Media Strategy

Media Buying Director

Major Competitors

Dell

Walmart

Agency Information

BBDO Worldwide (Creative)

1285 Avenue of the Americas

New York, NY 10019

(212) 459-5000

www.bbdo.com

Starcom Chicago (Media)

35 W Wacker Drive

Chicago, IL 60601

(312) 220-1211

www.smvgroup.com

Sam Sussman, SVP, Media Director

(312) 220-3655

[email protected]

La Comunidad (Hispanic)

900 S Shore Drive

Miami Beach, FL: 33141

(305) 865-9600

www.lacomu.com

Tapestry (Multicultural Media)

35 W Wacker Drive

Chicago, IL 60601

(312) 220-5300

www.tapestrypartners.com

11

Research - 7-Eleven, Inc.

7-Eleven, Inc.

1722 Routh Street

Dallas, TX 75202

(972)828-7011

www.7-eleven.com

www.slurpee.com

Fiscal Year

March-February

Key Personnel

Chief Marketing Officer

Senior Director of Marketing

Basic Company Information

Operates, franchises or licenses approximately

7,800 7-Eleven stores in North America

Advertising Spent

Spent $15.9 million on US media

Agency Information

TPN/Fresh Works

9400 North Central Expressway

Suite 1500

Dallas, TX 75231

(214)692-1522

www.tpninc.com

Cathy Brown

Director, Client Services

TracyLocke

1999 Bryan Street

Suite 2800

Dallas, TX 75201

(214) 259-3500

www.tracylocke.com

Melissa Clark

Assistant Media Supervisor

(214) 259-3708

[email protected]

12

http://www.bestbuy.com/

http://www.bbdo.com/

http://www.smvgroup.com/

mailto:[email protected]

http://www.lacomu.com/

http://www.tapestrypartners.com/

http://www.7-eleven.com/



http://www.slurpee.com/

http://www.tpninc.com/

http://www.tracylocke.com/





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Research – Anheuser-Busch / InBev

Anheuser-Busch / InBev

1 Busch Place

St. Louis, MO 63118

(314) 577-2000

(800) 342-5283

www.anheuser-busch.com

Fiscal Year

January-December

Key Personnel

SVP, Busch Media

(314) 577-2756

VP, Marketing

(314)577-7805

Manager, Print Media

VP, Media, Sponsorship and Activation

(314) 577-7810

Advertising Spent

Spent $1.5 billion on US advertising

Agency Information

Busch Media Group

1 Busch Place

St. Louis, MO 63118

(314) 577-4421

www.anheuser-busch.com

Gretchen Curtis

Director, Media Strategy

(314)577-2033

[email protected]

Eric Winter

Manager Media Planning

(314) 577-2039

[email protected]

Anheuser-Busch InBev

Research - General Mills, Inc.

General Mills, Inc.

1 General Mills Blvd.

Minneapolis, MN 55426

(763) 764-7600

www.generalmills.com

Fiscal Year

June-May

Key Personnel

VP, Consumer Insight

VP Media

VP Advertising, Media & iMarketing

VP Marketing Communications

Manager Media Buying & Execution

Agency Information

Campbell Mithun

222 South Ninth Street

Minneapolis, MN 55402

(612) 347-1000

www.campbellmithun.com

Deborah McPartland, EVP Media

[email protected]

Erick Jensen, Media Supervisor

[email protected]

Zenith Media

299 West Houston Street, 10th floor

New York, NY 10014

(212) 859-5100

www.zenithoptimedia.com

Wendy Marquardt, President, New York

14

http://www.anheuser-busch.com/












http://www.generalmills.com/

http://www.campbellmithun.com/



http://www.zenithoptimedia.com/




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Research: Sources

Sources:

The List

www.thelistinc.com

Hoovers

www.hoovers.com

Ad Database

www.addataexpress.com

Redbooks

www.redbooks.com/

15

Prospecting

http://www.redbooks.com/




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• Ask questions of the first person who answers

the phone

• Keep asking until he/she can’t or won’t answer

more questions

• Ask to be passed along to someone who could

help you further

• Be persistent

• Use names you have gathered as referrals

Find More Than One Decision Maker

Sources of Funding / Decision-makers

• Agency

• Corporate Office

• Regional Offices

• Local Establishments

• Referrals

Prospecting




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Prospecting: Agencies

The Advertising / Promotional Agency’s Role:

Regional / Local Agencies

Hired by regional / local dealer groups / distributors

Local Agencies

Individual owner might use local agency

National Agencies

Handle nationwide planning and buying

Prospecting: Corporate Office

• President, Advertising & Marketing

• Sr. Director, Partnership & Field Marketing

• Chief Marketing Officer

• Sr. Director, Marketing

• Mgr, Community Relations & Charitable Giving

• Senior Marketing Manager

• Mgr, Regional Marketing

• Sr. Mgr, Minority & Business Development

• Asst. VP, Corp. and Community Relations

• VP, Media & Sponsorship & Activation

• VP, Marketing & Brand Management

• Director, Entertainment Marketing

• Manager, Sport Research

• VP, Marketing Hispanic

• Sr. Director, Sports Marketing, Bud Sports




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Prospecting: Corporate Office

• Sales

• Marketing

• Branding

• Merchandising

• Advertising

• Public Relations

• Sponsorship

• Sampling

• Couponing

• Promotional

• Discretionary Market Funds

• Co-op Funding

• Digital

• Mobile 21

Budgets Within Budgets:

Advertising Manager/Planner/Buyer

• To place and manage media buys

Brand Manager

• To increase brand awareness & loyalty

across the country

Marketing Manager

• To increase market share across the country

Sales Manager

• To increase sales for a given territory

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Prospecting: Decision-Maker Roles

22




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Getting the Appointment

• Customer Needs Analysis

• Get a Homework Assignment over the phone

• Benefits

• Saves time and money

• Creates credibility

• Pre-qualifies the decision maker

• Reduces selling cycle

• Increases your closing ratio

• Reduces frustration

To increase your chance of getting a call back,

leave a compelling voice message


Use the Power of the Phone




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Strategy

• Contact the headquarters of manufacturer, retailer, or

service provider

• Ask for the asst. to the VP of Sales and VP of Digital

• Ask the assistant or VP of Sales about decision-

makers specific to:

• Key Retail Account

• Regions

• Sales Channels

• Ask for phone number, address, e-mail and title of

decision-makers

• Who does decision-maker report to?


“This division of our company creates marketing and sales programs for

retailers and manufacturers that are specifically designed to drive sales,

engagement and increase foot traffic at retail locations on a local, regional

and national level” or…

“My company has successfully worked on local and national levels to design

programs that have a call to action for the consumer. We specialize in

designing and executing integrated programs and have the ability to combine

traditional and digital media in a campaign to build store sales for ______ and

________.”

What can you do for the client?

Getting The Appointment




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Leaving a Voicemail Message

• Introduce yourself and confirm you are speaking

with the correct decision maker

• Explain what you do and benefits to decision

maker

• Mention competitors and/or partners with whom

you have worked

• Mention one or two key accounts where their

product is sold that you have worked with

• Provide an idea starter or success story

• Tell prospect how you can be reached; repeat

your name and number

Getting The Appointment

Customer Needs Analysis

CUSTOMER NEEDS ANALYSIS




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What are you going to say?

• Credibility Statement

• Confirm decision-maker; quantify area of responsibility

• What can your station do for the client?

• Establish credibility with successes within their industry

• Transition to Customer Needs Analysis (CNA)

• Agree on follow up steps


• Prepare in advance – Preparation Prevents Fear

• Prepare questions before the call and understand the “why” behind each question

• Write down:

The ONE question you ALWAYS ask (e.g. timing, demographics, etc.)

The MOST IMPORTANT question to ask

The FEWEST number of questions possible; 5 is probably the limit

Five key questions to ask on every call.

You may only have one opportunity to impress buyers.

1. Who are your key customers?

2. Are there specific products or services you focus on

selling to those customers?

3. What is the timing to promote the product/service?

4. What promotion budget do you have?

5. Are there any key partners you have worked with or

would like to work with?

Conduct an initial CNA over the phone





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Don’t hang up until you get a

homework assignment

1. Who are your key customers?

2. Do you have any company-wide or Retailer specific

programs on a national level that you can tie in?

3. Do you have any new products, line extensions or

new package designs being launched? When? Do

you have distribution yet?

4. What is your Digital Strategy? Build engagement,

database, traffic, ecommerce?

5. Do you like the idea of special promotions that tie-in

additional partners?

CNA: Key Questions

Don’t hang up until you get an assignment

6. How far out are you planning? How many months lead time do you

need to get funding?

7. What are the most successful programs you have done and what

are the elements that have been important in that success?

• What are the least successful programs that you have done?

• Why didn’t they work?

8. How did you measure the results of these programs?

9. Do you have any sales issues that are specific to regions or

departments with (Retailer / Account)?

10. If there were one thing I could do to help you in the (Retail Account)

region, what would it be? Time of year? Merchandising layers?

Product? Budget?

CNA: Key Questions




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Have The Right Attitude

• Get on the buyer’s side of the table

• Shift from persuading to understanding.

• It’s not an exercise in persuading them to purchase.

• Shift from product focus to a buyer focus.

• Buyers are more likely to deal with sales persons who best understand the buyer’s needs instead of the seller’s own products or services.

Goal is to conduct the “Needs Analysis.”

• The analysis uncovers buyer’s needs. Customers become ready to buy by making those needs clear and strong.

• More sales are lost by doing a poor job in the needs analysis stage of the sale than for any other single reason.

Don’t Talk – Listen!

Two Goals

• Get the order

• Grow the relationship

At the Conclusion…




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Success Story: Hubbard Broadcasting Minneapolis

Advertising elements

• Combined 5 Radio and 2 TV stations

• Register on station’s sites

• On-air ad campaign

• Additional chances to win at Wendy’s

• Wendy’s cross-promoted on tray liners

• Prize tied in Sun Country Airlines

Michael Fischer

Triton Digital

Results

• Happy client

• Generated 10,000 entries per week

• 6-figure revenue for stations

Success Story: Hubbard Broadcasting Minneapolis

Michael Fischer

Triton Digital




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Campaign

• Custom landing page

• 10-second live commercials on morning show

• On air commercials

• Web leaderboard with link to landing page

• Listen live sponsorship with link to landing page

• Pre-roll video with on air personalities as talent

• Sampling coupons at WMMR events

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Success Story- Case Study: Bassetts Ice Cream

Results • Wawa called WMMR

• Bassetts product gets placed in Wawa stores

• Bassetts buys ad schedule to support

placement

• Over 150,000 pints sold per year

• Bassett’s becomes Wawa’s #1 selling ice

cream

• Two more flavors created by Preston & Steve

• 7-Eleven began stocking product

• 7-Eleven sells over 550 pints per day

38

Success Story- Case Study: Bassetts Ice Cream




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Target Circular Sneak Peaks:

• Media Plan of the Year 2010 winners - Mediaweek magazine

• Recognized in the $1-$10 Million category for Radio

Target Circular Sneak Peaks Sizzle Video :

Success Story – Target Holiday Circular

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Link: www.rab.com/public/adchannel/caseStudies

Media Plan of the Year winners - Mediaweek magazine

Success Story: Clear Channel/ Subway Fresh Artists




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3 Keys for Sales and Renewals

1. Do your homework

• Research the company before you call

• Do a thorough Customer Needs Analysis

• Use your RAB tools

41


2. Find more than one decision-maker

• Sales

• Marketing

• Digital

• Corporate Communications

• Event Marketing

• Etc.

42




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3. Work your leads

• Ask for referrals

• Follow up

• Don’t over-promise; do over-deliver!

• Send a professional recap of the campaign

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• Automotive

• Beverages

• Energy / Sports Drinks

• Beer / Wine / Spirits

• Electronics

• Entertainment

• Financial Services / Banking

• Healthcare / Pharmaceutical

• Home Improvement

• Insurance

• Retail

• Restaurants

• Sponsorships

• Telecom /Wireless/Mobile

Growing Ad Categories




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RAB Resources

• Articles on Demand

47

RAB Resources

RAB Tools


• Instant Backgrounds

48

RAB Resources




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RAB Tools



• Golddigger Reports

49

RAB Resources

RAB Tools



• Golddigger Reports

• Radio Sales Today

50

RAB Resources




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Questions?

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Radio Advertising Bureau Webinar

Deep Account Selling

Brandeis C. Hall VP Professional Development Radio Advertising Bureau

Radio Advertising Bureau Webinar Deep Account Selling

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Transcript of Radio Advertising Bureau Webinar Deep Account Selling