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Sales Training Recap & Sample Presentation Internet sales training: Session 4. NYSBA. www.borrellassociates.com. Need the LA$R report?. E-mail Dick Novik – dnovik@nysbroadcasters.org. NYSBA Session 1,2 & 3 recap. Overview of Borrell Associates Controlling expectations

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Sales Training Recap &Sample PresentationInternet sales training: Session 4

NYSBA

www.borrellassociates.com


Need the LA$R report?

  • E-mail Dick Novik – dnovik@nysbroadcasters.org


NYSBA Session 1,2 & 3 recap

Overview of Borrell Associates

Controlling expectations

Branding vs. lead generation

Understanding how to use your LA$R

Prospecting and getting an appointment

Needs analysis meeting

Initial product demonstration

Advertising recommendation sheet

Compelling sales presentation

Choice close

Monthly time out calls


Today’s agenda

  • LA$R review

  • Death by PowerPoint

  • Powers statements

  • Data slides

  • Tell the story

  • Q and A.


LA$R review: Three major LA$R components

Table 1: Overview and profile of the market

Table 2: Ad revenue for 11 media types

Table 3: Ad spending by 100 business categories

Media Profile: Provides a snapshot of local media and Internet usage/demographics

A LA$R is divided into three components and each offers a distinct view.


Death by PowerPoint

Select the top Interactive spenders in your market


Overview:Market’s top ad categories


Death by PowerPoint

Select the top Interactive spenders in your market

Pull out nuggets of information for each business category


Spending: Prospect ad spending pattern


Media Profile - Syracuse


Death by PowerPoint

Select the top Interactive spenders in your market

Pull out nuggets of information for each business category

Prepare specific power statements/data slides in advance

Build a master PowerPoint and add to it

Make it easy for AEs

Revise advertising recommendation sheet only

Built for speed

Numbers game

Sample presentation.


Internet Advertising

Reached $38 billion last year

Surpassing billboards

magazines….

yellow pages….

and radio

SOURCE: Borrell Associates


Local Internet advertising growth

$22.99 billion in 2013

(forecast)

$12.89 billion in 2008

(projection)

$7.63 billion in 2007

$5.86 billion in 2006

$4.81 billion 2005

$2.69 billion in 2004

$2.07 billion in 2003

SOURCE: Borrell Associates


Washington, DC MarketLocal Online $ in Washington

  • $45.69 million in 2003

  • $54.09 million in 2004

  • $100.06 million in 2005

  • $145.07 million in 2006

  • $202.49 million in 2007

  • 402.71 million in 2008

SOURCE: Borrell Associates


More than 322,000 people in the Washington DMA plan to purchase computer related services this year

A local online brand plan

SOURCE: Borrell Associates


Online Ad Budget Allocation

Online13.4%

Media Choice

Share

Washington, DC Market – Computer Related ServicesMore than 322,000 people in the Washington DMA plan to purchase computer related services this year

SOURCE: Borrell Associates


WJLA.com Internet

Advertising Features

  • Category Exclusive commercials

  • online by Section and Day part

  • Multiple Display Ad Options

  • Display Advertising by Category

  • Directories with Long format commercial

  • opportunities

  • Exclusive Content Sponsorships


The Local WJLA.com

Audience Continues to Grow!

Page Views


Washington, DC Market

Source: Scarborough Research Inc., 2007

© 2007 Borrell Associates Inc


Category Exclusive Commercials Online

Only 5 exclusive sponsors per Section/Day Part

WJLA.COM VIDEO ON DEMAND

  • Benefits

  • Sight, Sound and “E”motion of TV

  • Superior Branding thru Ad Category and Day Part Exclusivity

  • Align Brand with Technology

  • Day Parts

  • 5am – 12n

  • 12n – 5pm

  • 5pm to 5am

  • Sections

  • Weather

  • News

  • Sports

  • Features

  • Pre-Roll

  • opportunities

  • Up to :15 second

  • commercials available

  • Archived National and Local News Video


Display Ad Sizes

300x600

300x250

728x90

160x600


Customized Bridge Page

  • Multiple links to

  • client web site

  • Long format video

  • Map to location

  • Contact

  • information

  • Special Offers

  • And More


Advertising Recommendation

DC MEDICAL– Brand Campaign: Option A

Marketing Investment - $1,921 net per month – 12 month commitment

All internet ad production is included. Excludes production oflong format video and :15 seconds spots

AuthorizationDate


Advertising Recommendation

DC MEDICAL– Brand Campaign: Option B

Marketing Investment - $1,229 net per month – 12 month commitment

All internet ad production is included. Excludes production oflong format video and :15 seconds spots

AuthorizationDate


Borrell Associates

Questions?


Borrell Associates Services

In market Interactive advertising seminars

In market Interactive sales training and blitz

LA$R quarterly updates

Subscription to Borrell Associates.com

Management intervention

Local reports

Automotive

Real Estate

Recruitment

Local online ad detail


Thank you!Please contact us with any questions.757-221-6641 info@borrellassociates.com

NYSBA- Internet sales training: Session 4

www.borrellassociates.com


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