Market Manager

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Overview of Market Manager position and duties

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Market Manager

  1. 1. Market Management “ Working Together to Achieve Our Objectives” Dan Capwell Market Manager, Eastern PA Sales Divisions
  2. 2. What is Market Management? <ul><li>Drives the corporate vision for our print, electronic and solutions products at the field level. </li></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Placement </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><li>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). </li></ul>
  3. 3. Selling Advertising is a Contact Sport! <ul><li>Today’s Small and Medium Business (SMB) owner has more advertising options than ever before. </li></ul><ul><li>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. </li></ul><ul><ul><li>Consumers have the same requirements! </li></ul></ul><ul><li>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. </li></ul><ul><ul><li>SME on all facets of the process. </li></ul></ul>
  4. 4. Market Managers Play in All Four Quarters
  5. 5. First Quarter: Market Analysis and Planning <ul><li>Review of previous campaign: </li></ul><ul><ul><li>What worked? </li></ul></ul><ul><ul><li>Did we have enough resources? </li></ul></ul><ul><ul><li>What did we learn? </li></ul></ul><ul><li>S.W.O.T analysis. </li></ul><ul><li>Preliminary meeting with local Sales Manager on dates, suggested tactics. </li></ul><ul><li>Formal meeting with Regional VP, Marketing Director and RFO. </li></ul><ul><ul><li>Gain agreement on the plan and move to implement. </li></ul></ul>
  6. 6. Second Quarter: Sales Canvass Begins ! <ul><li>Formal meeting with sales teams to begin a new canvass. </li></ul><ul><ul><li>All Rates and Incentives approved and loaded in the systems. </li></ul></ul><ul><ul><li>Local and product sales collateral updated and available both in a binder and the rep’s Virtual Collateral folder. </li></ul></ul><ul><ul><li>Changes in the market described and positioned. </li></ul></ul><ul><ul><li>New product/incentive training. </li></ul></ul>
  7. 7. Products <ul><li>Provide roll-out and/or follow up training on Idearc’s multi-platform products: </li></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Premium Cover Items </li></ul></ul><ul><ul><li>Superpages.com bundles and alliances </li></ul></ul><ul><li>Subject Matter Experts on: </li></ul><ul><ul><li>Inventory Availability </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><li>Usage and Competitor Activity </li></ul></ul><ul><li>Advocate for new placement, revision or removal of products from individual markets/directories. </li></ul>
  8. 8. Placement <ul><li>Report distribution and possession of our print and direct mail products. </li></ul><ul><li>Review receivership stats for distribution after initial delivery is completed. </li></ul><ul><li>Verify via Gallup surveys (if applicable). </li></ul><ul><li>Manage/create local barter and other partnership agreements. Instruct Media Consultants about the value of these alliances. </li></ul>
  9. 9. Promotion <ul><li>Two tiered approach: some traditional (radio/OOH) spots, however the majority of our promotional efforts are of the “gorilla/guerilla” variety: </li></ul><ul><ul><ul><li>Tradeshows </li></ul></ul></ul><ul><ul><ul><li>Gas Giveaways </li></ul></ul></ul><ul><ul><ul><li>Wrapped Vehicles </li></ul></ul></ul><ul><ul><ul><li>Rebuild the Libraries Program (Harrisburg) </li></ul></ul></ul><ul><ul><ul><li>Enterprise Car Rentals (Bethlehem) </li></ul></ul></ul><ul><ul><ul><li>Custom Covers </li></ul></ul></ul><ul><ul><ul><li>In-event promos </li></ul></ul></ul>
  10. 10. Pricing <ul><li>Able to leverage rates along with other value statements to create an as-needed price parity with our major competitors, market by market: </li></ul><ul><ul><li>Increase Incentives </li></ul></ul><ul><ul><li>New and Non Advertiser programs </li></ul></ul><ul><ul><li>Bundle Offers </li></ul></ul><ul><ul><li>Other Programs </li></ul></ul><ul><li>Ensure that the rate cards are correct, complete and match what is in the system. </li></ul><ul><li>Train local sales teams to ensure that a thorough understanding pricing programs exists in every one of our sales reps! </li></ul>
  11. 11. Halftime and the Third Quarter
  12. 12. Third Quarter: The Key to the Canvass <ul><li>Monitor and Report: </li></ul><ul><ul><li>Results by Sales Channel </li></ul></ul><ul><ul><li>Initiative results vs. goals </li></ul></ul><ul><ul><li>Available Inventory </li></ul></ul><ul><ul><li>Incentive Results </li></ul></ul><ul><li>Course Adjustments? </li></ul><ul><ul><li>Marketplace Changes </li></ul></ul><ul><ul><li>Additional Leads or Targets needed? </li></ul></ul><ul><ul><li>More incentive programs? </li></ul></ul><ul><li>How much “time is on the clock?” </li></ul><ul><li>In the Field Activities: </li></ul><ul><ul><li>Attend Sales Meetings </li></ul></ul><ul><ul><li>Ride Alongs with Media Consultants </li></ul></ul><ul><ul><ul><li>Is the Idearc Value Story being properly presented and understood? </li></ul></ul></ul><ul><ul><ul><li>Are clients receptive to the message? </li></ul></ul></ul><ul><ul><ul><li>Any placement or other fulfillment issues? </li></ul></ul></ul><ul><li>Additional Training Needed? </li></ul>
  13. 13. Fourth Quarter: Post Canvass Production <ul><li>Complete post-canvass surveys with Media Consultants. </li></ul><ul><li>Close all Marketing initiatives with bartered for clients. </li></ul><ul><li>Review all Directory and DM Production Orders for accuracy: </li></ul><ul><ul><li>All Premium Items included? </li></ul></ul><ul><ul><li>Enough product to reach consumers? </li></ul></ul><ul><li>MarCom Ready? </li></ul>
  14. 15. Over Time: As-Needed Efforts <ul><li>Year round market research/tracking. </li></ul><ul><li>Post publication issues: </li></ul><ul><ul><li>Client testimonials </li></ul></ul><ul><ul><li>Consumer inquiries </li></ul></ul><ul><ul><li>Competitor Intel </li></ul></ul><ul><li>Trade shows, fairs and other community events promoting the brand. </li></ul><ul><li>Client appreciation events such as ballgames, picnics, etc. </li></ul>
  15. 16. Connecting Buyers to Sellers <ul><li>To Our Clients: </li></ul><ul><ul><li>F eature: What is the main feature of each product we offer? </li></ul></ul><ul><ul><li>A dvantage: What advantage do our products offer that our competitor’s don’t? </li></ul></ul><ul><ul><li>B enefit: What is the benefit to the client’s business to purchase products from Idearc Media? </li></ul></ul><ul><li>To Our End Users </li></ul><ul><ul><li>B enefit: Does the advertisement viewed clearly state the benefit from the product or service? </li></ul></ul><ul><ul><li>I nformative: Does the ad provide enough information to make a buying decision? </li></ul></ul><ul><ul><li>E asy to Read to Ads: Is the ad easy to find (and read)? </li></ul></ul><ul><ul><li>R eason to Call: Does the ad leave the viewer with a specific call to action? </li></ul></ul>

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