Catharine Van Mater, Internet Broadcasting May 2011

1. Digital Sales Solutions Conducting an Online Sales Call Catharine Van Mater, Internet Broadcasting May 2011

2. Conducting An Online Sales Call Agenda: Step 1: Account Executive Pre-Meeting Client Prep Step 2: Client Meeting Client Needs Analysis (CNA) Step 3: Position Role as Media Expert Check-List: Pros & Cons of Media Options

3. Step 1: Account Executive Pre-Meeting Client Prep

4. Opportunity: Refresh Your Approach • Help current clients better identify their target market and customer connection • Engage new clients helping them start to think about the marketing approach • Ultimately, you are helping your clients connect to the digital world, providing great ideas helping them create a dialogue and engage in a relationship with their desired customers

5. Account Executive Pre-Meeting Client Prep Before the meeting, jot down ways to prepare? 1. 2. 3. 4. 5. 6.

6. Account Executive Pre-Meeting Client PrepClient Intelligence Gathering: • Visit the Website to gather information Identify key offers, branding and view video • Google other competitive sites to build ideas to position your client on-air and online • Select category examples that support your recommendations • Identify ad creative examples that demonstrate engagement • Select relevant research to back your recommendations • Go “live” to other Websites to help demo your ideas

7. Account Executive Pre-Meeting Client PrepClient Intelligence Gathering: • Visit the Website to gather information Identify key offers, branding and view video Hendrick Health System - Abilene Texas • Google other competitive sites to build ideas to position your client on-air and online Abilene Regional Medical Center Presbyterian Medical Care • Select category examples that support your recommendations Heart & Vascular Institute Texas MD Anderson - IB Creative Showcase

8. Account Executive Pre-Meeting Client PrepClient Intelligence Gathering: • Identify ad creative examples that demonstrate engagement Christus St. Catherine – Cardiology Harvard Pilgrim Healthcare Detroit Medical Center - Synchronized Ad • Go “live” to other Websites to help demo your ideas 2 A Better You - Christus St. Catherine UC Davis Health System • Select relevant research to back your recommendations Research Slides – Tour Sales Share Drive Dr. Mom and Dr. Web: A Qualitative Analysis of Women's Use of Health Information on the Web | JIAD

9. Women’s Health Matters Rich Media Floater Dr. Paula Johnson

10. Account Executive Pre-Meeting Client Prep Identify questions your buyer might pose… ` 1. 2. 3. 4. 5. 6. 7.

11. Account Executive Pre-Meeting Client PrepRole Play & “Think” Like Your Buyer: • How much will this cost? • Do your ideas enhance what is working in the media mix? • How will this reach my target audience? • Does the creative message identify the “value or benefit” of the offer or engage desire for the product? • May my customer get more information about my product or service? • How will I measure the performance? • Who will handle the creative?

12. Step 2: Account Executive Client Meeting - CNA

13. Account Executive Client Meeting During the client meeting, what are your take-away goals? 1. 2. 3. 4. 5. 6. 7. 8.

14. Account Executive Client MeetingClient Needs Analysis (CNA): • Listen to clearly learn objectives • Capture written CNA= outline solution • Indentify target audience/lifestyle • Discuss short/long term goals • Clarify key engaging messages • Use the medium to sell the medium • Identify the budget, what’s working • At the meeting close, request an assignment

15. Client Needs Analysis (CNA): 1st Listen & Discuss 2nd Outline Proposed Solution What is working? What is the strategy? Is there an online budget? Is there a separate Digital Division? Would your team like to see a demo of other local successes & capabilities? • Outline objectives • Allocate budget • Review measuring results • Outline timeframe • Understand decision process • Identify creative point person • Bullet ways to engage viewer • Clarify next steps

16. Conduct a Client Needs Analysis: Capture client answers in your discussion… Do you currently use our station’s Website? What is the most/least successful thing that you have ever done to market your business? What are your biggest goals this year for marketing your business? How do you feel about your current Website? Are you tracking where people go on your site and any conversion rates to sales? What do you want people to do when they get to your site? How will you judge the overall success of the campaign?

17. Conduct a Client Needs Analysis: Capture client questions in your discussion… • Have you had success with direct mail or database marketing? • What are your competitors doing online? • Have other reps talked to you about their audience or pitched online marketing programs? • Most of our clients are familiar with banner advertising, text links, etc… are you familiar with video opportunities, rich media creative or content integration? • How is your budget allocated to help meet your goals?

18. When your buyer provides the target demo, ask them to describe in fuller detail the lifestyle of the consumer to provide creative clues

19. Beyond Identifying the Client’s Demo: Think Lifestyle … Water Fun Amusement Park Reach Moms during overly hot days Tire Company Reach Women with busy lives & limited time Health System Women as key healthcare decision-makers also desire state-of-the-art medicine for their families Retail People seeking fun and excitement in their lives

20. CNA Example: Noah’s Ark Water Park Weather Triggered Ads –Ads run as temperature hits 80 degrees! Click for Rich Media Ad

21. CNA Example: Gunner Tire Hover Ad AE Captured Lifestyle Target Profile: “Reach busy women” Results: 4,730 Impressions 1.47% CTR Gunner Tire Hover Ad “…please keep it up, we spiked right up to our biggest day so far. We now have a total of 672 redirections from your site as of last night. ” –Louis-Philippe Vanier, Manager, Gunner Tire 21

22. CNA: Capture Key Messageslifestyle comes alive in the message…. Retail: Vegas Indoor Skydiving “Seeking customers that like fun & excitement” Vegas Indoor Skydiving Health: JFK Medical Center “Our new state-of-the-art robotic medical equipment is the newest addition to our staff” JKF Medical Center

23. When your buyer identifies the short term goal, ask them to describe in fuller detail the long term goal

24. Beyond Identifying the Short Term GoalExplore long term goals and strategies… Health Center Short term goal: Attract females to increase Breast screenings Long term goal: Branding/name recognition beyond month October Ice Cream Shop Short term goal: Purchase ice cream during winter months Long term goal: Feature seasonal flavor of the month tastings Auto Dealer Short term goal: Tent sale promotion at dealership Long term goal: Showcase “virtual tour” of car features

25. CNA: The Rose - Breast Cancer Organization Breast Cancer Awareness October Shrink Wrap The Rose – Visit Our New Location

26. CNA: Pralines Ice Cream Floating Rich Media - Summer & Fall Floating Rich Media - Halloween Floating Rich Media - Holidays

27. CNA: Dodge, Jeep, Chrysler, Ram Gladstone Dodge - Great Tent Sale 5/11-5/14/10 Dodge: Click Here to Begin Your Virtual Tour

28. Use the Medium to Sell the Medium IB Creative Showcase Creative Showcase Link

29. When you discuss budget, talk thru media options to position yourself as the media expert and help clarify the best options

30. Align Client’s Budget to Viewer Habits1st Discuss buyers current media mix compared to audience media daily time spent

31. Multiple Media Options 2nd Compare TV & Online strengths to Cable, Radio, Billboard, Direct Mail, Newspaper and other options, • Broadcast Television • Cable Television • Internet • Newspaper • Magazine • Radio • Direct Mail • Yellow Pages • Outdoor/Transit Ads • Mobile Compare how does YOUR buyer judge the effectiveness of each medium?

32. CABLE vs. BROADCAST Buy Comparison Cable Television 1.5 million households subscribe to cable. That is a 66% market penetration… But this also means 34% of the market is not reached by cable at all. Broadcast Television Compare to broadcast television, which reaches 2.3 million households. That is a 96% market penetration! Cable Subscribers 66% Broadcast 96%

33. PRO Perceived as credible for certain age groups, particularly the elderly Visual medium Tangible, portable; Can have multiple readers per copy Opportunities to target specific lifestyle groups by newspaper sections (e.g. Business, Food, Sports) CON Declining circulation Increasing competition from Internet news sites Not popular for younger demographic group Readers can easily skip over ads, and even whole sections of the newspaper NEWSPAPER Internet - Interactive full page ads, target specific sections of the website, freshen ad creative regularly, accountability reporting impressions ran

34. PRO Specialized stations reach specific life groups Audience strongest during daytime hours and weekends Endorsements by on-air personalities persuade audiences and add to credibility of products Capable of live remotes Creative selling tactics CON Audience fragmentation due to large number of stations Does not command full attention: Many people multi-task Lacks visuals Potential for decreasing use of terrestrial radio: Introduction of satellite radio, mp3, iPod, Internet radio; Increase use of cell phones while driving. RADIO Internet - Reach “at-work” audience, News website outreaches radio station listeners, engage viewer to actively learn about a product,

35. CON Response/redemption rates are low (typically 3%) Expensive costs for paper, printing, mailing Consumers have a negative image: “Junk mail” Mailing lists become out of date when people move PRO Personalization of content to householder Easy measurable response based on redemption/ catalog sales Tangible, portable Opportunities for product sampling and coupons Can be tailored to local/regional areas DIRECT MAIL Internet - Database Marketing Online, Accountability of Impressions, Association with Trusted Brand, ROI Higher Read Rate, Engagement

36. PRO Connects with a potential consumer when they are ready to make a call or action to buy your client’s product Tangible, portable; Can have multiple users per copy CON Consumer typically knows the company name that they are looking for Declining use due to the Internet Heavy competition in specific categories  ad clutter Internet offers more interaction with maps and directions YELLOW PAGES Internet - Creative ability to refresh regularly, Interact with Advertising Message,

37. PRO Builds frequency: Most consumers take the same route everyday Capable of geographic targeting Transit advertising attracts attention of people while riding/waiting CON Brief exposure Little detail provided and/or retained No way to measure response Cannot go to consumer, consumer must go to ad Can be defaced, damaged by weather Long-term commitment OUTDOOR Internet - Ability to Interact with Advertising Message, Accountability of Impressions and Measurability, Targeted Messaging

38. At Meeting Close, Request an “Assignment” WDIV’s assignment took $7,500 newspaper print circular dollars to create a “Father’s Day” TV Web driver on-air/online promotion which successfully sold $85,000 of more upscale ACO Hardware merchandise than circular offer. Ultimate Father’s Day – Funniest Dad Contest

39. Final Check List… Practice Makes Perfect! • Conduct your Pre-Meeting Planning • Capture Client Needs Analysis • Use the Medium to Sell the Medium Creative • Clarify Client’s Key Messages • Compare Media options Pro’s & Con’s • Ask for an Assignment

40. Thank You