Matt Coen's Presentation from Transforming the Local Sales Model Conference
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Matt Coen's Presentation from Transforming the Local Sales Model Conference hosted by Inland Press Association and Blinder Revenue Group
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Matt Coen's Presentation from Transforming the Local Sales Model Conference
- 1. How to Drive Measurable Results for Advertisers with Promotions
- 2. WHO WE ARE Increase ROI, Build & Engage Audience
- 3. CCaassee S Stutuddieiess PProrommootitoionn E Exxaammppleless PPlalayybbooookkss & & W Woorkrksshheeeetsts secondstreetlab.com/transforming-sales
- 5. WHY ONLINE PROMOTIONS? Source: Borrell Associates In Billions
- 6. WHY ONLINE PROMOTIONS? Source: Borrell Associates In Billions $80 Billion by 2017!
- 7. This Growth is Happening Because….
- 8. “Advertisers want results you can measure those results with “Advertisers want results you can measure those results with promotions.” – Gordon Borrell promotions.” – Gordon Borrell #PromotionsSummit
- 9. #promotionslab Advertisers Want to Activate Consumers
- 10. WHAT ADVERTISERS WANT 1. Generate Leads 2. Drive Foot Traffic 3. Grow Social Engagement 4. Grow Email Database 5. Collect Data
- 11. So What now?
- 12. NEEDS ANALYSIS 1
- 13. Why Do a Needs Analysis? Learn Advertisers Goals Uncover Challenges Build a Relationship Gain Additional Insights
- 14. QQuueessttiioonnss ttoo AAsskk “How will you measure success?” MMoosstt IImmppoorrttaanntt “What are your main goals?”
- 15. PICK THE RIGHT PROMOTION 2
- 19. Continue Needs Analysis Discussion
- 21. Case studies
- 22. Grow Social Engagement Grow Email Database
- 23. THE SOLUTION
- 24. Call-to-Action message centered around driving traffic to Your Contest Your Exclusive Contest Email Online Advertising Support Facebook Contest App New Fans The Campaign Commercials/spots/print ads drive people to your Facebook page. Deliver your message to up to 40,000 consumers via email at a fraction of the cost of direct mail advertising. Custom Banner Advertising/web features/social media mentions to fans deliver your call-to-action visually and socially. Custom Facebook App allows potential customers to enter your sweepstakes and capture Likes and database information. We will provide custom analytics that demonstrate ROI.
- 25. THE Campaign
- 26. Results 811 Facebook Likes
- 28. Secret Sauce • Needs analysis conversation to discover advertiser challenge • Relevant prize for the advertiser’s target audience • Heavy promotion to drive entrants to advertiser’s Facebook page
- 30. The solution
- 31. Results - advertiser Increased weekday visits Created upsell opportunities Offset seasonal slowdowns Attracted regional audience Drove social engagement Generated Revenue
- 32. Secret sauce • Robust promotional package • Relationship with local advertiser • More valuable local media audience
- 33. Grow Email Database Grow Social Engagement Collect Data
- 34. THE SOLUTION
- 35. THE CAMPAIGN Radio Internet Radio Email Display Ads
- 36. THE CAMPAIGN
- 37. RESULTS 2,199 email opt-ins
- 38. RESULTS 1,284 New Likes! 56% entered through mobile
- 39. SURVEY RESULTS Did you know we ship worldwide?
- 40. Q2 PROMOTION
- 41. Q3 PROMOTION
- 42. SECRET SAUCE • Valuable insights for the advertiser and lead generation • Mobile database, Facebook, and email database growth • Proof through results
- 43. Generate Leads Grow Email Database Grow Social Engagement
- 44. THE SOLUTION
- 46. RESULTS 164 Qualified leads
- 48. RESULTS 100 Facebook Likes
- 49. SECRET SAUCE • Targeted promotion for a niche audience • Survey questions qualified entrants • Follow-up meeting with client to discuss next steps
- 50. Next steps
- 53. PPiicckk tthhee RRiigghhtt PPrroommoottiioonn
- 56. resources
- 57. CCaassee S Stutuddieiess PProrommootitoionn E Exxaammppleless PPlalayybbooookkss & & W Woorkrksshheeeetsts secondstreetlab.com/transforming-sales
Editor's Notes
- Matt
- Matt
- Matt SecondStreetLab.com is your go-to place for industry insights, case studies, promotion examples and downloadable tools to help you be more successful with promotions The URL on your screen will take you to a special page where you can download the advertiser challenges playbook!
- Matt the data from Borrell Associates indicates there has been a massive shift in spend toward promotions:
- Matt This chart from Borrell Associates shows the growth in online promotions spending. We are currently seeing that 40BB is being spent by local advertisers in 2014.
- Matt By 2017 that number will double to 80BB! WHY?
- Matt This growth in online promotions spend is happening Because Advertisers want to be a part of promotions because they ignite interactions with potential consumers in ways that traditional advertising alone can’t duplicate
- Matt Have you noticed your advertisers are expecting more? Advertisers are increasingly keeping score of the number of measurable results they get from their marketing spend, and leads, foot traffic, email addresses, and customer data are all critical to their success. Being able to deliver these results positions you to grow relationships with advertisers in your market.
- Matt Online promotions can Solve advertiser’s problems as They want activation, engagement They want to be more engaged with their audience
- Matt
- Julie
- Julie The needs analysis conversation is one of the most important parts of the sales process, and it’s also the one that is skipped the most often. Relationship selling doesn’t cut it anymore for advertisers – your advertisers see so many reps, and they have so little time; you have to be the one that brings solutions to them.
- Julie The goal of a needs analysis conversation is not to go in and sell a spot or an ad – the goal is to understand your advertisers' challenges and goals and to determine how you can move the needle for them in your market by asking the right questions Learn what advertiser wants to accomplish Uncover challenges Build a relationship Gain insights that will help you suggest the right promotion type
- Julie The most important questions you will ask your advertiser are “what are your main goals” and “how will you measure success?” Always start here when talking to your advertiser during the needs analysis stage. These questions will give you the essential information you need to make a good recommendation Plus, taking the time to ask these questions with the advertiser ensures that you will bring relevant results to the follow-up meeting after the campaign has run.
- Julie There's nothing more valuable to an advertiser than a promotion, but it's important that you pitch the right promotions to the right advertisers.
- Julie Each of your advertisers will have different needs and goals, and while you can include survey questions or an email opt-in on the registration form of any promotion you run, each type has its own particular strengths. If multiple promotions would work for an advertiser, pitch an ongoing campaign to solve all their challenges.
- Julie This is a stage many sellers overlook, so separate yourself from the pack and show your advertiser that you’re a true asset to them and informed. It is also critical to building the relationship and demonstrating the effectiveness of your media Here are a couple of tips for things you’ll want to bring with you and do at the follow-up meeting
- Julie Delivering measurable results with promotions renders you invaluable to advertisers, and sets you up to grow your business with them going forward. thnk about how powerful it will be for you as a media company to be in complete control of the questions advertisers ask like: "was it successful“? and "did it deliver the results they expected". ?
- Julie So what is next? Since you’ve delivered results for the advertiser – continue the discussion – what is on the horizon for them in the next quarter? How can you continue to drive results!?
- Julie Remember Promotions delvier results. Today we are going to walk through 3 case studies that effictiveely solved their adverstiers challenges.
- Matt Let’s jump right in!
- Matt Advertiser: Mario’s Big Pizza North Carolina Winston Salem been successful running a number of facebook contests in their markets. They use the playbooks that Second Street provides. Our sales method is to have that needs analysis
- Matt We ran a Facebook contest for them across all of their locations in the Triad of NC. Post was organically shared 48 times,, immediately increased their traffic and engagement on their page.
- Matt
- Matt Email sent to WS list of 40k ppl in the triad.
- Matt added over 800 likes in 2 week period, 600 likes on one day (day of eblast)
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- Matt
- Julie Key lime cove indoor water park resort in Gurnee, Illinois.
- An ecommerce offer in their Big Big deals store with Big Promotion power behind it!
- .
- Advertiser was so impressed that they continue to run deals with Shaw Media
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- Matt WEZB-FM Entercom New Orleans
- Matt
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- matt Growth was exponential
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- Julie
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- Matt the contest received 359 entries, which was a great result, especially considering the small niche to which we were marketing and the fact that the audience for hearing aids skews older. 45% of all contest entrants) said that they plan to purchase a hearing aid within the next year, and of those, 54% plan to finance their purchase. 96 respondents (26% of entrants), also indicated that they would be interested in a Lunch & Learn event.
- Matt 217 people (60% of entrants) opted in to receive emails from the Audiology & Hearing Center and 55 people (15% of entrants) indicated that they would like to have someone from the center contact them by phone.
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- Matt
- Julie So how do you deliver the kind of results have delivered in their markets?
- Julie First – TRAIN YOUR TEAM. We have a wide range of training courses available to you as Second Street clients! From contest planning to ballot sales to DEAL sales – there is a certification for your sales teams that will help them pick the RIGHT promotions and understand the process for delivering results!~
- Julie REmember - relationship selling doesn’t cut it anymore for advertisers - so many reps, so little time; you have to be the one that brings solutions
- Julie Contest, Facebook? Ballot? Ecommerce offer? Align your advertisers goals with the right promotion type to fufill them.
- Julie Remember what Gordon Borrell said at the beginning of our webinar? “Advertisers want results you can measure those results with promotions.”
- Julie Share those measurable results. You have had the needs analysis – you know what the advertiser wanted to get out of the promotion. You are in a position to share the success with them! Use those results as a tool to secure more business and to gain TRUST through proof of results.
- Julie
- Matt SecondStreetLab.com is your go-to place for industry insights, case studies, promotion examples and downloadable tools to help you be more successful with promotions The URL on your screen will take you to a special page where you can download the advertiser challenges playbook!