1 / 14

Strategy & Development Session 1, 9:45-10:30

Strategy & Development Session 1, 9:45-10:30. Lesson Objectives:. Lesson Objectives Understand the difference between commodity vs. consultative selling Understand the difference between campaign objectives – branding vs. direct response vs. both

freya
Download Presentation

Strategy & Development Session 1, 9:45-10:30

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Strategy & Development Session 1, 9:45-10:30

  2. Lesson Objectives: Lesson Objectives Understand the difference between commodity vs. consultative selling Understand the difference between campaign objectives – branding vs. direct response vs. both Understand the new metrics & touch points of engagement

  3. Commodity vs. Consultative Selling Commodity Sellers • Focus on Price • Limited definition of success • Clicks, CTR, CTA • Objectives driven by immediate response • Success often more a factor of ad creative and landing pages

  4. Consultative Sellers • Focus on value of media • Define Success by: • Understanding and defining objectives • Creative, unique opportunities • Holistic approach to media channels • Measurement focus on interactions, engagement, ad effectiveness • Understand media and marketing • Walk in your customers’ shoes and think like them • Marketing builds relationships with high value customers

  5. The Consultative Approach • Solution Orientation • WIIFM • Creative Exchange of Ideas • Competencies • Joint definition of metrics and success • Willingness to optimize, iterate • Educate client

  6. Sell More By… • Educating clients on Internet media best practices • Manage expectations • Increase market share • Demonstrate online + offline synergies • Increase spending by existing advertisers • Encourage non-online advertisers to buy online programs • Show advertisers how to build brand equity • Increase reach & frequency • Maintain presence (recent)

  7. Definition of Integration What it Isn’t • Not repurposing print ad or TV spot into a banner • Not token gestures of adding online to traditional media schedule because you have online • Not additional inventory just to increase size of sale • What’s best for meeting client’s objectives

  8. Possible Campaign Objectives • Branding - The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. • Direct Response -Promotional method in which a prospectivecustomer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement. These devices (called direct responsemechanisms) include a (1) coupon to cut and mail, (2) businessreply card, (3) toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail saleadvertisements are direct response ads in one way or the other. • Both

  9. Branding • Frequency, Reach • Focus on the QUALITATIVE nuances of each channel • How will you engage the consumer? • Are there innovative targeting opportunities? • What type of creative can be used?

  10. Direct Response | Engagement • Focus on the QUANTITATIVE elements • What are all the different types of possible engagement responses? • Are there any unique targeting opportunities to help maximize performance? • Do pricing modes and rate ranges fit into the success model?

  11. Typical Engagement Measures

  12. Exercise • Review the engagement measurement list on the Product Planning Guide • Hand out the engagement activity list, 1 per team. They have 10 minutes to come up with what products they would use to activate each of the 4 engagements and why they would use that product. • Have them flip chart out their responses • Have the group share their results (5 – 10 minutes)

  13. Questions/Group Discussion

More Related