CTC 475 Review Course Requirements Applications Multiple Decision Criteria Selling The Project PSP.
Selling Multiple Media Engagements
Transcript of Selling Multiple Media Engagements
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Multiple Media
Engagements
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What is Multiple Media Engagement?
Multiple Media Engagement is basically involving a single client through
various media channel.
This is where we try and understand the needs of our client, its target group,
post an understanding is developed we try and introduce the client to a
comprehensive solution.
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Steps to a multiple media deal:
As I see it a client goes through various stages while negotiating a deal:This is where we educate the client
about the various services that we can
provide. We mention the USPs of our
products and how the client can use
the same to reach out to the people
he wants to reach out to.This is where the client gets
interested and gets inquisitive. He
would probe into what you have
told him, he would initiate a
conversation in which he shall
enquire about rates, reach and
benefitsThis according to me is the most
important and defining stage if a
deal will be closed or not. What you
create as a campaign and as a deal
is what shall create interest andmake them buy the deal.
This is where the price negotiation
happens. Take the lowest price you
can settle for. Negotiate for a higher
price. Usually clients are unaware
of prices of the market, you can
always negotiate a better price then
giving away discounts.
Educate
Initiate
Create
Negotiate
Close
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The Educate stage:
You can educate your customer through the following tools:
Product Sheets Presentation Newsletters
A One pager on all products
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The Initiate stage:
Your customer is initiated when:
3. He is asking the price of the product?
4. He is inquisitive on details?
5. He is concerned about the reach of the product?
6. He wishes to get some finer details of the product?
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The Create stage:
Things to remember when you create:
3. Make sure you know your clients TG, create something keeping the
same in mind.
4. Create at a price which is higher then his budget, it is inevitable he
will negotiate.5. Put thought to what you create, a bad product is never bought
6. Use ideas of the client, if he did mention anything. He will like it more
and the product will become more sellable.
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Why Create stage is important?
Usually when you pitch the product, it seems exciting to a client if he is
unaware of the products or in case he really likes the product. Irrespective
of the same, he looses interest as soon as you leave the office.
In the create stage how fast you create the product for him is very important.
If you take too much time in sending what he had asked for, he would tend toswing to a not so interested mode, also your competitor might just rope him in.
You make him super excited about the product as soon as send a custom
made presentation with his logos etc. also when it is in campaign format,
It sounds far more interesting and client can feel the impact.
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The Negotiate stage:
Things to remember when you negotiate:
3. Always pitch it higher then what you want him to buy at
4. He should see he is gaining enough when he is making the deal.
Mention your card rates, this will make him feel the discount you are
offering5. Pitch for a cumulative figure he should see the overall discount and
not individual discount. If he seems the individual discount he tends
to negotiate more on every component.
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The Close stage:
Things to remember when you Close:
3. Close as soon as possible.
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Case Study:
Assume you are at a client, below are the things that he has asked you
for:
Client profile: Abra Ka Dabra Builders TG: A1 audience, investors
Budget: 10 lakh apart from ads in RP which are pre-defined Duration: 20 days to 1 month City: Jaipur only
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Multiple Media
Presentation & Deal Format:
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Multiple Media Presentation
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About Rajasthan Patrika
In the year 1956 a revolution took birth in the city of Jaipur witha mere investment of Rs. 500. Since then Rajasthan Patrikahave been ever growing, reaching more and more peopleeveryday.
Today our reach expands to Rajasthan and beyond. With over 1crore 21 lakh readers everyday, we continue to be the mostpreffered newspaper in Rajasthan. Today Rajasthan Patrikareaches 66% of any Hindi daily readers in Rajasthan.
Rajasthan Patrika publishes 50 editions in 5 states, engages1600 correspondents, reports and stringers to deliver the bestto our customers doorstep.
Rajasthan Patrika Group is one of the most trusted newspaperfor over 50 years. Through our expansions we now reachpeople through SMS services, radio, outdoor publicity, cablenetwork, educational foundations, yellow pages, publications,online news portal and through our unique events.
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Our Services:
Rajasthan Patrika sells over 11 lakh copies everyday
A recent study by BBC-Reuters listed Rajasthan Patrika among the 5most
trusted newspapers in India
We have 61% market share with Urban readership
We have 70% market share of Rural Readership
Rajasthan Patrika is circulated through the strong network of 3500Agents
and over 12000 hawkers
We are the most widely read hindi daily in Rajasthan, Gujarat,Karnataka andTamil Nadu
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News Today is one of the most widely read newspaper in Indoreand Jaipur
News Today is the number 1 evening daily with 50000 copieseveryday
Spread across readership of masses and classes, it is likely to cross3 lakh
readers in the coming months
With content partner like Mid Day, News Today circulates through22 sales
points in Jaipur
Circulated between 1.30 and 4.30, and priced at Re.1, News Todaybecomes
a perfect afternoon reading material
News Today has more thorough readers as is received during
afternoonhours. Also, it secures recall for advertisers.
Our Services:
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Recent IMRB survey marks Radio Tadka as the second most heard radio inJaipur
Tadka enjoys over 4 lakh listeners everyday
We customize and create programs for audience of all ages
We have exclusive tie-ups for sole listening of Tadka at places with greaterfootfall
Tadka is promoted through Newspaper, Hoardings, On Air, through tie ups withcommunity programs
It is a cost effective, personalized medium that is with the consumer till the lastpoint of
purchase
Our Services:
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We can provide you with unconventional solutions through events and activities
that shallhelp you increase your market share
We have organized events that has helped our partners penetrate in segmentsof society
that they could not reach through conventional channels of media
Road shows, Events, Tour across the state and many more, if you can imagine itwe can
deliver it.
Our understanding of districts of Rajasthan allows you to reach out to your targetaudience
Our Services:
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The medias that you should engage for awareness and recall in the target
segment inJaipur
Ab Dhanda nahi hoga MandaCampaign:
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The Gold Souk Ab dhanda nahi hoga manda campaign shall engage the
following elements and events:
A Jeweler, specially the elder generation refers to business as Dhanda, and one ofthe biggest fears is the failure and non achievement of their aspirations.
Ab Dhanda Nahin Hoga Manda is a promotion campaign pitching Gold Soukas a destination where once a person has established his setup shall never have aproblem of failure and non achievement.
The campaign engages Rajasthan Patrikas Rajasthan Edition, News TodayJaipur edition, Tadka Jaipur, Planet Outdoor (Jaipur, Jodhpur, Udaipur andKota), Media Max and Channel 24.
The Ab Dhanda Kyun Ho Manda Gold SoukHai Na:
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The campaign shall promote endorsements of people who already have their
setups in a Gold Soukat any place. At the same point of time it shall also promotehow a Gold Souk place catches attention of premium audience and securesbusiness for people present at a Gold Souk.
The Idea is to promote that you shall never suffer losses or would regretbeing at a Gold Souk.
This shall be promoted through various mediums that engage a Jeweler in onecapacity or other. We shall primarily pitch the campaign at 4 destinations,Jaipur,Udaipur, Jodhpur and Kota.
The Ab Dhanda Kyun Ho Manda Gold SoukHai Na:
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Sample Ad of the campaign shall look like:
The Ab Dhanda Kyun Ho Manda Gold SoukHai Na:
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With the above print campaign (for Rajasthan Patrika and News Today) the
same shall be pitched through Radio Tadka and Channel 24 (Aaradhana, as thatis the channel that is heard largely by audience of Jodhpur and Udaipur).
Also we shall have engagement plan with the Jewelers association, variousclubs and have our representatives promote at destinations like these.
We shall keep the same campaign through our outdoor media network,ensuring that each one who should get engaged, does not miss out on thecampaign.
We shall follow the campaign by inviting Jewelers to a dinner, with acelebrity (Jagjit Singh or someone with a similar profile). These dinners shall be at
Jaipur, Jodhpur, Udaipur and Kota. Where we shall also ensure that we have
presentations and pamphlets promoting the Ab Dhandha nahi hoga mandacampaign.
The Ab Dhanda Kyun Ho Manda Gold SoukHai Na:
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Why these Media Carriers?
Rajasthan Patrika is widely and largely read by Higher IncomeGroup.
Tadka is popular and mostly heard in Cars while traveling. Theare also the target audience for Gold Souk.
News Today being a evening daily is read by owners. Alsois read by people traveling in cars, as primary sales points are
traffic lights.
Through Planet Outdoor you can promote your campaign whicshall attract business partners.
The Ab Dhanda Kyun Ho Manda Gold SoukHai Na:
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Your Buyer
The Ab Dhanda Kyun Ho Manda Gold SoukHai Na:
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Multiple Media Deal:
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A multiple media deal format:
6,09,000Total
230000200000+15%
Management Fee
All arrangements andvolunteers for the roadshow shall be managedby Rajasthan Patrika.
Four road shows acrossUdaipur.
Our professionallymanaged services.
With a network of32 districts across
Rajasthan.
Road Shows
25000Rs.1 per SMS25000 SMSesOver 86 Lakhpeople on our
database.56969 Sevices
14400024000 per month5 times per day for 10
seconds each for 6months
Number one inUdaipur
Channel 24 News, Aaradhana,My Music and Sky Movie
VariableVariablePlease find the hoarding
sites below.The best Hoardings
of Rajasthan.Planet Outdoor
21000070 RPS3000 ROS seconds. 5
spots of 10 second each.Launched in UdaipurRadio Tadka
TotalCard RateInsertsComponent DetailsMedia Component
We would want to offer a combined package offer rate at Rs. 5,00,000 only. Rates for our publications
shall be separate and shall be as per deals already communicated or signed. Service Tax shall be
charged separate.
We look forward to a greater association between Rajasthan Patrika and XXX.
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Thank You