New Prospects and New Prospecting Techniques

Transcription

1 RAB MEMBER BENEFITS WEBINAR New Prospects and New Prospecting Techniques John Potter VP/Training Radio experience Programming Sales Sales Manager General Manager Market Manager Interactive experience VP Sales Clear Channel Interactive Companies include Great Trails Broadcasting North American Broadcasting Taft Broadcasting Great American Broadcasting Citicasters Jacor Clear Channel Cumulus RAB past 7 years Page 1

2 What s in store 1. Resources to identify new prospects 2. Digital s expanded ad categories 3. New prospecting tools 4. Pre selling prospects p with digital resources Prospecting Resources The importance of prospectingp Category trends Page 2

3 The Seven Steps To Selling Success 1. Prospect 2. Get appointment 3. Research 4. Client Needs Analysis 5. Create proposal p 6. Present 7. Close Exercise: Prospects Describe your typical listener or viewer List businesses whose typical customers are a match Page 3

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5 Prospects Prospects Page 5

6 Prospects Prospects Page 6

7 Prospects Prospects Page 7

8 Prospects Prospects Page 8

9 Prospects Customer station match Advertiser frequency Monthly ad spending Gross Monthly sales Co op/vendor support Industry growth potential Local market competition Local access to decision maker Qualifying Prospects Page 9

10 Expanding Ad Categories Digital advertising SMBs Website Special sections Directories Sponsorships Auctions/coupons Mobile, Text Messaging Page 10

11 Expanded Categories Your broadcast advertisers Your digital advertisers All advertisers Expanded Categories Your broadcast advertisers Your digital advertisers All advertisers Page 11

12 Lots of Prospects City Los Angeles Dallas Kansas City Dayton Brownsville Aspen Businesses 193, ,000 40,000 32,000 10,000 3,000 Source: Manta Business Directory, 2010 Small to Medium Businesses SMBs (96% of all/ >25 employees) Small orders ($1,400 / month) Long term 12 months Yellow Pages and direct mail Sell Format 2008 Online Spend Banner ads 54% Streaming A/V 8% Direct e mail 6% Source: Dunn and Bradstreet, 2009; Borrell Associates, 2009 Page 12

13 New Tools Search Prospects Advertising i Websites Social media Search furniture madison wi rubin s contemporary furniture Page 13

14 The Necessity of a Formal Sales Process Source: Sales & Marketing Management, October, 2008 Prospects Websites Positioning statements Brands (Co op?) Numberof stores & locations Subscribe to their newsletter Click About Us & Contact us Page 14

15 Searching LinkedIn Advanced search (100 free) Keywords Geography Industry Search companies with 1 st & 2 nd degree connections Get introduced through connections Research companies through current & former employees Source: Crystal Thies, Social Media Strategist Searching Facebook Contact: Sharon Lutterman, Manager sharon lutterman sharon lutterman manager sharon lutterman madison wi Sharon is a big fan of Farmville and plays a lot. She is married to Mike who graduated from the University of Wisconsin in Madison, and Edgewood College where he earned his MBA. He is conservative. She has 3 children, the oldest is 28 and married. Her youngest graduated from University of Wisconsin at Whitewater this year. Page 15

16 Pre selling Prospects Station website Personal website Blogs Video Social media Station Website Advertise with us Media kit (not just a link to e mail the sales manager) Benefits of advertising Benefits of radio and radio s interactive Benefits of your stations(s) Marketing information (Ex: Radio Ad Lab Studies) Quantitative and qualitative ratings and metrics Testimonials Contact names Clll Call letters Address Phone E mail Social media (Twitter, Facebook, LinkedIn ) Page 16

17 Pre selling Prospects Sell yourself first What do customers ultimately buy after viewing this item? My Website Page 17

18 My Website 1. Buy your own website address 2. Create your marketing website 3. Feature MARKETING information primarily 4. Make it enjoyable (perhaps include humor, motivational quotes ) 5.Include BENEFITS of doing business with you 6. Include your contact information 7. Include your social media links LinkedIn To Position Name(first, last only) Headline (not title, but what you do) Websites (customize) Optimize for search (2 3 word phrase) Summary (first person) Recommendations (10 plus) Applications (reading list, blog, SlideShare ) Groups Update often Import contacts to build connections Source: Crystal Thies, Social Media Strategist Page 18

19 YouTube To Position 1. Content must be useful marketing information 2. Look professional 3. Smile 4. Use quality mic and audio 5. Include keyword in the video tags 6. Link from your website and Facebook page Search Engine Optimization 1. Wbi Website Title tags and Meta tags 2. Keywords in Facebook and LinkedIn 3. Tags in YouTube Page 19

20 Hot Digital Prospects 1. SMBs 2. Auto dealers 3. Health & exercise clubs 4. Jewelers 5. Spas & beauty salons John Potter VP/Training Thank You! Watch for an e mail with a link to the downloads member_response@rab.com Page 20