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Sales Training Recap & Sample Presentation Internet sales training: Session 4

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 Presentation Internet sales training: Session 4

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  1. Sales Training Recap &Sample PresentationInternet sales training: Session 4 NYSBA www.borrellassociates.com

  2. Need the LA$R report? • E-mail Dick Novik – dnovik@nysbroadcasters.org

  3. 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

  4. Today’s agenda • LA$R review • Death by PowerPoint • Powers statements • Data slides • Tell the story • Q and A.

  5. 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.

  6. Death by PowerPoint Select the top Interactive spenders in your market

  7. Overview:Market’s top ad categories

  8. Death by PowerPoint Select the top Interactive spenders in your market Pull out nuggets of information for each business category

  9. Spending: Prospect ad spending pattern

  10. Media Profile - Syracuse

  11. 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.

  12. Internet Advertising Reached $38 billion last year Surpassing billboards magazines…. yellow pages…. and radio SOURCE: Borrell Associates

  13. 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

  14. 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

  15. 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

  16. Online Ad Budget Allocation Online 13.4% 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

  17. 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

  18. The Local WJLA.com Audience Continues to Grow! Page Views

  19. Washington, DC Market Source: Scarborough Research Inc., 2007 © 2007 Borrell Associates Inc

  20. 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

  21. Display Ad Sizes 300x600 300x250 728x90 160x600

  22. Customized Bridge Page • Multiple links to • client web site • Long format video • Map to location • Contact • information • Special Offers • And More

  23. 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 Authorization Date

  24. 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 Authorization Date

  25. Borrell Associates Questions?

  26. 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

  27. 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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