Integrated Solutions Selling: What’s Changed

1. Integrated Solutions Selling: What’s Changed

2. What Can I Do? Solutions Selling • Be essential! • Advertisers divide their marketing activities into two categories - Essential and Non-Essential • Prove your value! • Maximize the opportunity to be a customer centric solutions seller • Leverage your assets! • Stay positive – attitude is contagious • Understand the client up front • Do your homework and build a strategic framework and tactical plan for each account 2

3. Advertising Share of Marketing is Declining 1963: Marketing Spend = $17 Billion 70%Advertising = $12 Billion GAINING SHARE Event Marketing Premiums/Promotions P-O-P Displays Internet (Email, SEM) Mobile Social Networking Sponsorships Coupons Specialty Printing Licensing Public Relations Loyalty Games & Contests Sweepstakes Product Sampling Product Placement 2010: Marketing Spend = $716 Billion 25.5%Advertising = $183 Billion 2011: Advertising = ? Source: Veronis Suhler 3

4. Key Philosophies & Insights: The Role of Media Types & Media Mix Awareness Mass TV/Radio Familiarity Opinion Contextual Magazines Consideration Internet - Static/Video Preference (demand) Local Newspapers Shopping Sales (Market Share) 4

5. It’s Not About Media… …It’s about driving sales, driving traffic and engaging and changing consumer behavior 5

6. Deep Account Selling Benefits Sellers • Develop deeper, longer-term client relationships • Take greater ownership of what you sell • Improve your selling skills • Provide customer centric solutions • Exceed budget Manufacturers/Sales/Marketing • Control marketing dollars • Increase sell-through • Improve brand equity • Touch consumers directly • Improve relationships with retailers Retailers & Dealers • Increase traffic • Increase sales • Increase exposure • Highlight community involvement Make More Money! 6

7. RAB 7 Steps to Successful Selling STEPS TO SUCCESSFUL SELLING 7

8. Prospecting & Research Prospecting • Before the call, know thy customer • Headquarters contact information • Fiscal year • Background information • Organizational structure • Marketing practices • New and major products or services • Sponsorships and corporate interests 8

9. Three Pools of Money BRANDMARKETING ADVERTISING SALES 9

10. Research Know the Flow • Who are the gatekeepers • Who screens the ideas • Who signs the deals Follow the Money • Sales • Marketing • Digital • Corporate Communications • Event Marketing 10

11. Decision-Maker Roles Advertising Manager/Planner/Buyer • To place and manage media buys Brand Manager • To increase brand awareness & loyalty across the country Marketing Manager • To increase market share across the country Sales Manager • To increase sales for a given territory Interactive/Digital Manager • To oversee the interactive and digital strategy for the company or agency 11

12. Prospecting Decision Maker Titles • Owner • VP of Sales / Marketing • EVP Emerging Media • VP Digital • VP of Engagement • VP of Social Media • Event Marketing Manager • National/Regional Sales Manager • Trade Marketing Manager • Account/Territory/Zone Manager • Brand/Product Manager • Director of Marketing • Business Development Manager • Government Affairs Representative • Branch Manager • Marketing Communications Manager 12

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14. Integrated Solutions Selling: RTTR Presentations Leslie Edwards – Columbus, OH Jen LaMontagne – New York, NY Sarah Dobbins – San Diego, CA Tina Philbrook – Seattle, WA Ashley Testa – Jacksonville, FL Ana Rivera – Laredo, TX 14