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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

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

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  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

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