Flights vs adventures

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Flights vs adventures

  1. 1. Are You Booking Flights or Creating Adventures? KSHE-95 Sales Meeting Series Kickoff October 29, 2012PDF created with pdfFactory trial version www.pdffactory.com
  2. 2. Are You Booking Flights or Creating Adventures? • Introduction • Why are we doing this? • What does it mean to book a flight? • What does it mean to create an adventure? • Pictures of people who book flight and create adventures • Our next set of sales meetings • Takeaways and Assignments • Summary – “Wholesale vs. Retail”PDF created with pdfFactory trial version www.pdffactory.com
  3. 3. Are You Booking Flights or Creating Adventures? • Why are we doing this? • It’s the future of the business • Just like buying an airline ticket today, in the coming years (maybe months), marketers or their agents will be able to purchase “seats” through an online exchange (spots, impressions) • The person won’t matter as all the “details” will be available with a couple clicks or finger taps on a screen • Our target drive performance indicates we need additional work on “creating adventures”PDF created with pdfFactory trial version www.pdffactory.com
  4. 4. Are You Booking Flights or Creating Adventures? • Why are we doing this? • Was our target drive bad? • Not at all • Lots of great 1-on-1 coaching opportunities identified (find, approach, present, ‘want-to’) – this will allow me to coach “hard” and help you grow • Would have loved to drive more revenue, however a number of target drive accounts will close in the next couple weeksPDF created with pdfFactory trial version www.pdffactory.com
  5. 5. Are You Booking Flights or Creating Adventures? • Why are we doing this? • We can all get better – and need to get better – to stay competitive • Believe it or not, people do make a difference 19 out of 20 times (no scientific evidence) • Without our focus on “creating adventures,” our business will continue to decline or fluctuate with the ratings and rank performance • Your personal franchise will feel the same effects without creating adventures using the all elements of the brand you represent - events, digital, Incite, endorsements - to solve business problems and marketing challengesPDF created with pdfFactory trial version www.pdffactory.com
  6. 6. Are You Booking Flights or Creating Adventures? When was the last time you used a travel agent to book an airline ticket? • 1998 for me • Hard ticket, picked it up at their officePDF created with pdfFactory trial version www.pdffactory.com
  7. 7. Are You Booking Flights or Creating Adventures? Now? • Do it yourself • On your own timeframe • Price is a big factorPDF created with pdfFactory trial version www.pdffactory.com
  8. 8. Are You Booking Flights or Creating Adventures? It’s not hype or a threat. It’s a reality.PDF created with pdfFactory trial version www.pdffactory.com
  9. 9. Are You Booking Flights or Creating Adventures? How does this relate to our business? Account managers booking flights often: • In the “avail” game • Price-based • Narrow dayparts • No charges • Lower the rate • “Throw in Sponsorships” • Reactive, not proactive • It’s one station vs. another (which airline do I fly?) • Use concert tickets or other incentives to make the buy • Ratings and rank basedPDF created with pdfFactory trial version www.pdffactory.com
  10. 10. Are You Booking Flights or Creating Adventures? Now, I need to call a timeoutPDF created with pdfFactory trial version www.pdffactory.com
  11. 11. Are You Booking Flights or Creating Adventures? • Avail business continues to make up 60-70 percent of the station’s revenue • We cannot allow a “low cost carrier” to undercut us • However, in order to grow our business (and your personal franchise), we need to create adventures for our clients that focus on their business goals and marketing challengesPDF created with pdfFactory trial version www.pdffactory.com
  12. 12. Are You Booking Flights or Creating Adventures? What does it mean to create an adventure?PDF created with pdfFactory trial version www.pdffactory.com
  13. 13. Are You Booking Flights or Creating Adventures? Why would you call a travel agent today? • A specific need • Help with the “how” – not “what” • Full-service “catering” • Offers something that S-U-CsPDF created with pdfFactory trial version www.pdffactory.com
  14. 14. Are You Booking Flights or Creating Adventures? Why do you need a radio account manager to create your marketing adventure? • Business acumen/experience/understanding/”sense” • Marketing savvy • Retail vs. Wholesale • Creativity • Communication • Consultant • Digital • Ideas • Connections and network • ExecutionPDF created with pdfFactory trial version www.pdffactory.com
  15. 15. Are You Booking Flights or Creating Adventures? Show me somebody booking flights and/or creating adventures, please.PDF created with pdfFactory trial version www.pdffactory.com
  16. 16. Are You Booking Flights or Creating Adventures? Cube #1 “Booking Flights” - Had a “big list” - Was always discussing “getting creative” with the sales manager: narrowing dayparts, no charges, - Last place when it came to NTR sales - Was always a “top biller,” but never made the most commissions - Reacted and asked for remotes - Was in my office about four times per year with the “need some help” because GSM directed her therePDF created with pdfFactory trial version www.pdffactory.com
  17. 17. Are You Booking Flights or Creating Adventures? Cube #2 Creating Adventures - Didn’t just have big ideas, Executed big ideas - Deep client relationships - On “transactional accounts” - Got money off the table regardless of CPP or other factors - Top NTR biller - Top earner - Relentlessly on task and professional with follow-up - Never idle - Always had a funnel and rarely faced attritionPDF created with pdfFactory trial version www.pdffactory.com
  18. 18. Are You Booking Flights or Creating Adventures? Good News!PDF created with pdfFactory trial version www.pdffactory.com
  19. 19. Or Maybe …PDF created with pdfFactory trial version www.pdffactory.com
  20. 20. Are You Booking Flights or Creating Adventures? Better News! Media Account Managers Matter in 2013 and Beyond!PDF created with pdfFactory trial version www.pdffactory.com
  21. 21. Are You Booking Flights or Creating Adventures? What does “Creating Adventures” look like for KSHE-95? Is this a target for KSHE?PDF created with pdfFactory trial version www.pdffactory.com
  22. 22. Are You Booking Flights or Creating Adventures? Target Court for EPC Computers • Driven by it for almost 18 months now • One of the largest resellers of used IT gear in the Midwest, and one of the premier IT Asset Recovery Solution providers in the United States • D = ? (no info on Manta, Media Monitors) • A = Probably • P = YES – IT workers and KSHE-95PDF created with pdfFactory trial version www.pdffactory.com
  23. 23. Are You Booking Flights or Creating Adventures?PDF created with pdfFactory trial version www.pdffactory.com
  24. 24. Are You Booking Flights or Creating Adventures? Assignment for our next sales meeting: The Find • Please bring THREE new accounts to the sales meeting • They should be just names • Be prepared to discuss How you found them, why you think they look promising, and what your next steps are for themPDF created with pdfFactory trial version www.pdffactory.com
  25. 25. Are You Booking Flights or Creating Adventures? Our next sales meetings: • Nov. 5 – “Find” and “Select” • Nov. 12 – “Select and Approach” • Nov. 19 – KSHE-95 and Incite -> 5 Ways to Approach Incite accounts • Nov. 26 – No Meeting • Dec. 3 – Approach, Part 2 • Dec. 10 – Time Out For Product Focus • Dec. 17 – Approach, Part 3 • January 7 – 2013 Kickoff • January 14 – C-N-APDF created with pdfFactory trial version www.pdffactory.com
  26. 26. Are You Booking Flights or Creating Adventures? Closing and Finale Wholesale Retail Your ChoicePDF created with pdfFactory trial version www.pdffactory.com

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