Оглавление
Warner Charles Dudley. Media Selling
Table of Contents
List of Illustrations
Guide
Pages
Media Selling. Digital, Television, Audio, Print and Cross‐Platform
About the Authors
Acknowledgments
Preface
Focus of the Book
Unique Features
Style of the Book
1 The Marketing/Media Ecology
What Is Marketing?
The Internet and Ad Words: Disrupting Marketing and Advertising
Google
Aggregation theory
Customers Versus Consumers
What Is Advertising?
The Media
Hypocrites Not Allowed
Test Yourself
Project
References
Resources
Notes
2 Selling in the Digital Era
What Changed?
Digital‐Era Media Are Still “The Media”
New Assumptions for the Digital Era
Assumption 1: The media are fragmented
Assumption 2: Automation changes the sales process
Assumption 3: The explosion of complexity makes media selling difficult
Assumption 4: Much of digital advertising is unpopular
Approaches. An old approach that still works
New selling approaches for the digital era
The customer burden of solutions
The rise of the consensus‐based sale
Increased risk aversion
Greater demand for customization
New approach 1: Serving the customer
Some definitions
New approach 2: Focus on customer success
New approach 3: Selling as educating
New approach 4: Algorithms and AI are the competition
Mission, Objectives, Strategies, and Tactics
Mission
Objectives
To get results for customers
To develop new business
To retain and increase current business
To delight customers
Strategies
Create value
Research and develop insights into prospects’ and customers’ problems, challenges, pain points, and competitive positioning
Become an expert about how your medium works and solves marketing and advertising problems
Become the preferred supplier
Innovate
Key tactics
To create a differential competitive advantage
To build relationships
To solve problems
Related functions
To monitor the marketplace
To recommend tactics
To cooperate
Types of Selling
Exhibit 2.1 Salespeople require different competencies than they did two decades ago
Two types of customers
Missionary selling
The retail business
Selling to retailers
Service selling
The advertising agency business
Fee arrangements
Agency structure
Basic functions
Digital agencies
Television bias
Selling to agencies
Calling on clients
Numbers and data are a security blanket
Communication skills
Summary
Exhibit 2.2 Assumptions, approaches, and trends
Test Yourself
Project
References
Resources
Notes
3 Sales Ethics and Transparency
Sales Ethics in the Advertising‐Supported Media
Reasons people do not follow the rules
What Are Ethics?
Why Are Ethics and Rules Important?
Five Ethical Responsibilities for Media Salespeople. 1. Responsibility to consumers
2. Responsibility to their conscience
3. Responsibility to customers
Customer‐oriented rules for media salespeople – the Don’ts
Rules for media salespeople – the Dos
4. Responsibility to the community
5. Responsibility to a company
The Five Cs of ethical responsibility
An Ethics Check16
Transparency
Test Yourself
Projects
References
Resources
Notes
4 The AESKOPP Approach, Attitude, and Goal Setting
The AESKOPP Approach. Definitions
Attitude
Emotional intelligence
Skills
Knowledge
Opportunities
Preparation
Persistence
Key Elements and Core Competencies of the AESKOPP Approach
Exhibit 4.1 Salesperson core competencies
Attitude and Goal Setting
What is attitude?
Why are attitudes important in selling?
Honest
Positive/optimistic
Committed
Confident
Courageous
Competitive
Coachable (open/non‐defensive)
Curious
Self‐motivated
Assertive
Flexible
Cooperative
Nurturing
Can I control and change my attitudes?
Positive framing
Visualization and mental rehearsal
Do the right thing
How can I motivate myself to maintain a positive attitude?
High achievers
Goal‐Setting Theory and Objective‐Setting Practice
Goal‐setting theory
Goal clarity
Goal difficulty
Goal feedback
Objective‐setting practice
Measurable
Attainable
Demanding
Consistent with company goals
Under control of the individual
Deadlined
Take Full Responsibility for Your “Cycle of Success”
Your dream, your mission
Test Yourself
Project
References
Resources
Notes
5 Emotional Intelligence
Old‐Fashioned Models of Selling
Old Models Don’t Work In the Digital Era
The Current Model: Selling as Educating
The Importance of Emotional Intelligence
Exhibit 5.1 Emotional intelligence domains and associated competencies
How important is emotional intelligence in selling?
Do I have emotional intelligence?
What are the difference between how you see yourself and how others see you?
What matters to you?
What changes will you make to achieve these goals?
How can I apply emotional intelligence to selling media?
Rule #1: Do unto others as they would have others do unto them
Rule #2: People like and trust people exactly like themselves
Rule #3: People don’t care how much you know until they know how much you care
Test Yourself
Project
Resources
References
Notes
6 Effective Communication, Effective Listening, and Understanding People
Exhibit 6.1 The communication process
Communication
Source
Message
Channel
Receiver
Listening
Exhibit 6.2 The Dos and Don’ts of world‐class listeners
Nonverbal communication
Feedback
Techniques for Effective Listening
Exhibit 6.3 Techniques for active, non‐judgmental listening
Exhibit 6.4 Barriers to active, non‐judgmental listening
Exhibit 6.5 Effective listening exercise
The Power of Questions
Exhibit 6.6 Conversational goals matter
Understanding People
The personality‐type or personality‐trait approach
Steps in assessing personality traits
Exhibit 6.7 Personality traits
Exhibit 6.8 Personality trait scale
Putting it all together
Exhibit 6.9 Personality profiles
Personality profile comparisons
Positioning your product to align with personality traits
Test Yourself
Project
References
Notes
7 Influence and Creating Value
The Psychology of Influence
Exhibit 7.1 Principles of influence
Automatic responses
Reciprocation
Commitment and consistency
Social proof
Scarcity
Liking and authority
Creating Value
Creating Value Rule #1: Create value before mentioning price and before negotiating
Why creating value is vital
Creating Value Rule #2: Selling media as if what you are selling is a commodity does not create value
Creating Value Rule #3: Creating value enhances your credibility and builds trust
Creating Value Rule #4: Creating value helps you control your customers’ expectations
What is value? The formula for perceived value is:
Quality
Results
Service, account management, and customer success
Value is a perception
Value signals
Positioning value
Create value in both types of selling
Five steps for creating value
Reinforce your expertise as an insight provider and problem solver
Reinforce the value of advertising
Exhibit 7.2 The seven problems with promotions
Reinforce the value of your medium
Reinforce the value of your product
Features
Advantages
Exhibit 7.3 Ratings of a TV newscast
Benefits
Exhibit 7.4 Benefits matrix
The home‐run secret
Two Don’ts in creating value. Don’t promise results
Don’t knock the competition
Exhibit 7.5 Marketing variables that affect sales
Creating value ideas
Exhibit 7.6 Reasons for not knocking (or even mentioning) the competition
Exhibit 7.7 How to respond when asked about the competition
Exhibit 7.8 Creating value ideas
Test Yourself
Projects
References
Resources
Notes
8 The New Buying and Selling Process
Exhibit 8.1 Sales process models
Sales Force Structure. The pros and cons of a single‐sales‐role sales force structure
The pros and cons of two roles
Missionary Selling. The buying process for missionary selling
Recognition of needs
Narrowing of alternatives
Evaluation of alternatives
Resolution of concerns
Purchase
Execution, optimization, and verification
The selling process for missionary selling
Prospecting and qualifying
Researching insights and solutions
Educating
Proposing
Negotiating and closing
Customer success
Service Selling. The buying process for service selling
Recognition of needs
Evaluation of alternatives, Phase I
Evaluation of alternatives, Phase II
Purchase
Execution, optimization, and verification
The selling process for service selling
Finding decision‐makers
Educating
Researching insights and solutions
Proposing
Negotiating and closing
Customer success
Exhibit 8.2 Missionary selling Step Management Guide
Decision Criteria
Exhibit 8.3 Service selling Step Management Guide
Test Yourself
Project
References
Resources
Notes
9 Prospecting and Qualifying
Outbound prospecting
Where to find prospects
By current advertisers in other media
By season
By category
By geographic region
By advertisers in your medium
By inactive accounts
By current advertisers
By referrals
By civic, social, or professional organizations
Prospecting and qualifying steps
Prioritize accounts according to potential investment, fit, and creditworthiness
Qualifying Questions
Discover who the target account’s advertising decision‐maker is
Select specific target accounts
Exhibit 9.1 Qualifying questions
Create a calendar based on seasonality
Develop a tailored sales narrative
Contact target accounts
Getting through to the decision‐maker
Developing Prospecting Scripts
In‐person cold calls
Objectives of in‐person cold calls
Exhibit 9.2 Sample script for initial in‐person cold call
A closer look at the script sections. Introduction
Referral
Prospect/industry knowledge and challenge
Case study
Directed questions
New information
Close
Cold calls by phone
Objectives of phone cold calls
Exhibit 9.3 Sample script for initial phone contact
A closer look at the script sections. Introduction
Referral
Prospect/Industry knowledge and challenge
Case study
Directed questions
New information
Close
Voicemail
Exhibit 9.4 Sample script for voicemail
A closer look at the script sections. Introduction
Referral
Prospect/industry knowledge and challenge
Case study
Close
Voicemail Don’ts
Email prospecting
Objectives of a prospecting email
Exhibit 9.5 Sample script for prospecting email
A closer look at the email script sections. Subject line
Introduction
Referral
Prospect/industry knowledge and challenge
Case study
Directed questions
Close
Signature
Script templates
A/B testing scripts
Organizing email prospecting
Social media prospecting
The top six prospecting mistakes development salespeople make
Inbound Prospecting
How to handle inbound leads
Sales Management Tips to Improve Prospecting
Test Yourself
Project
References
Resources
Notes
10 Researching Insights and Solutions
Introduction
Data, Observations, and Insights
Data
Observations
Insights
Research
Common research mistakes
What is and is not useful to your client’s needs
How to manage the data you find
User
Industry
Product
Culture
Data. A theory of data
Big Data
Current marketing challenges and data
Insights
How do insights drive success?
Human beings vs. algorithms in the insights game
Personal inputs
Cultural inputs
Thinking broadly and thinking deeply
The power of insights for a salesperson
Persuasion
Market differentiation
Client retention and growth
Career path
Data: Tools and Processes for Insight. Where is the data? Public tools: an introduction
Major digital platform tools
Search. Google Trends
Video. YouTube Trends
YouTube Trending Videos
Collecting and Categorizing: A Process Plan. Handling large data sets
Defining data categories
Discarding data
The data is obvious
The data is peripheral to the client’s needs
The data is too broad
Seeing the negative space
Building Insights
Data does not equal insights
Common mistakes
Insights should be expressible in just a sentence or two
Keep the data you show to a relative minimum
Follow the insight with an implication
The human lens
The four questions
What are you trying to do?
Who are you trying to motivate?
How do you want people to react?
Why should people care?
Solutions, Not Campaigns
Examples of powerful insight‐driven advertising. Nike: “Find Your Greatness”
Pinterest: “What If”
Hinge: “Let’s Be Real”
Building an insight from the ground up
The brief
The data
Observation
We have data
We have an observation
For this example, a broad insight might be
An implication might be framed as prescriptive, or as a question
Test Yourself
Project
References
Resources
11 Educating
Exhibit 11.1 2016 top retail investors in search (in $ millions)
Exhibit 11.2 Sales process models
The Elephant and the Rider
Exhibit 11.3 Working together
Connect emotionally with stories
Simple
Unexpected
Concrete
Credible
Emotional
Stories
Educating One‐on‐One
Preparation
Conduct pre‐meeting research
Plan what peripheral material to use
Plan to control the environment
Rehearse mentally
One‐on‐one educating meeting
Open to establish rapport
Present new information to enhance your credibility
Tell case study stories
Assess the decision‐maker’s personality
Attempt a trial close
Deal with objections
Agree on decision criteria
Summarize and close
Educating Groups
Preparation
Conduct pre‐meeting research
Answer the Who, Where, When and Why questions
Who?
Where?
When?
Why?
Create a presentation
Plan handouts
Plan to control the environment
Rehearse the presentation
Creating presentations
Writing
Writing Rule #1: The audience is the hero of your story, not you
Writing Rule #2: Follow the classic, familiar structure of a story
Writing Rule #3: Introduce the antagonist early in the story
Writing Rule #4: Offer a solution to, an extrication from, the problem and tell the audience why you are best qualified to provide the solution
Writing Rule #5: Insert case studies – advertiser success stories
Writing Rule #6: Summarize
Writing Rule #7: Conclude with a call to action
Editing
Editing Rule #2: Edit ruthlessly and keep only simple, jargon‐free words
Sketching
Sketching Rule #1: Put only one idea on a slide
Sketching Rule #2: Turn words into pictures
Producing
Producing Rule #1: Have lots of white space on your slides
Delivering presentations
Dos and Don’ts of delivering a presentation
Exhibit 11.4 The Dos and Don’ts of kinesthetic speaking
Delivery tips
Exhibit 11.5 Delivery tips
Delivering your conclusion, your call to action
Debriefing
Test Yourself
Project
References
Resources
Notes
12 Proposing
Proposals
Answers to the five proposal questions. The purpose of a proposal is to open a negotiation that will result in a favorable outcome
A proposal should appeal to the decision‐maker’s Rider
A proposal should be formatted the way a prospect, client, or an agency wants
Dos for formatting proposals
Don’ts for formatting proposals
A proposal should be as detailed and as long as needed to win
Game theory
How to beat other media competition
How to set your expectations
There are two ordering tactics for proposals
Foot‐in‐the‐door ordering tactic – small, medium, large
Door‐in‐the‐face ordering tactic – large, medium, small
AI and Proposals
Test Yourself
Project
Resources
Notes
13 Negotiating and Closing
Negotiating
The Negotiating and Closing Process
Your negotiating approach
Information based
Information about the other side’s business
Information about the other side’s competitors
Information about your competitors
Information about the other side’s cultural background
Information about the other side’s tactical tendencies
Relationship based
Ethical
Flexible
Preparation
Assess the situation
Assess negotiating styles
Exhibit 13.2 Negotiating types
Identify interests, set objectives, and determine targets. Identify interests
Set objectives
Determine targets
Assess leverage
Strengthen leverage
Estimate the ballpark, commit to walk‐aways, and set anchors. Estimate the ballpark
Exhibit 13.3 Ballpark
Commit to walk‐aways
Set your anchor
Determine bargaining tactics
Maneuvering for dominance and control
Exhibit 13.4 Bargaining tactics
Interruptions
Hurry‐up
Delay
Keep‐you‐waiting
Bring‐in‐the‐boss
Bargaining
Warm‐up
Open and frames
Open first?
Open optimistically or realistically?
Signaling leverage
Exhibit 13.5 Signaling leverage
Making concessions
Exhibit 13.6 Concession tactics
Building Agreement
Closing and getting commitment
Trial closes
Choice closes
Clincher closes
Last‐resort closes
Bad, never‐use closes
Give the other side a “good deal”
Exhibit 13.7 Types of good deals
Get commitment
Putting It All Together: Create a Negotiating and Closing Plan
Test Yourself
Project
References
Notes
14 Customer Success
Pre‐Digital‐Era Selling
Selling an Intangible Service
Digital‐Era Service
Digital‐era pre‐and post‐sale processes
Exhibit 14.1 Radio station customer success checklist
Service Design
Designing the customer journey
Manage your whales
Feedback
Test Yourself
Project
References
Resources
Notes
15 Marketing
The Era of Marketing that Provided Meaning
The Era of Participation and Collaboration Marketing
Marketing 4.0
As replace Ps as the elements of marketing
Marketing 4.0: The Increased Importance of Owned and Earned Media
B2C‐D, B2C‐R or B2B
Tangible or intangible
Scalable or non‐scalable
Life cycle
Development
Introduction
Growth
Maturity
Decline
Cost leadership, differentiation, or focus
Cost leadership
Differentiation
Focus
Big Data
From audience segments to individuals
A multichannel marketing approach
Exhibit 15.1 Marketing communication channels
Explosion of marketing complexity and workloads
Summary
Test Yourself
Project
References
Resources
Notes
16 Advertising
What is Advertising?
Internet advertising
Native
Exhibit 16.1 Marketing communication channels
Influencers
Television; Newspapers, Magazines, and Out‐of‐Home; and Audio
Sales promotion
Events and experiences
Exhibit 16.2 The seven problems with promotions
Direct mail
Email
Text messaging
Advertising expenditures by medium
Exhibit 16.3 Zenith US media spend
Direct response vs. branding advertising
Direct‐response
Branding
Advertising objectives
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
National Advertising
Exhibit 16.4 Automotive client RFP
Marketers bring media chores in‐house
Local Advertising
Exhibit 16.5 Prospecting and qualifying questions
Advertising planning
Exhibit 16.6 Concepts in crafting an effective media strategy
Exhibit 16.8 Advertising planner
Test Yourself
Project
References
Resources
Notes
17 Programmatic Marketing and Advertising
What is Programmatic?
Why Programmatic?
The Problem
The Stakeholders
Audiences and Agencies
Advertisers
Publishers
Enablers
The History of Programmatic. Setting the Stage: Pre‐1994
The emergence of digital: 1994–2000
Setting the stage for programmatic: 2000–2007
Programmatic 1.0: 2008–2010
Exhibit 17.1 The life of a programmatic RTB ad impression
Programmatic 2.0: 2010–present
Exhibit 17.2 Typical digital ad campaign process
Agency trading desks
Private exchanges
Ad fraud and ad blocking
Header bidding
Available types of programmatic and media channels
Exhibit 17.3 Available media channels and types of programmatic platforms
Programmatic media auctions
Typical tag‐based approach to bidding
Typical header‐bidding approach
Test Yourself
Project
Resources
References
Notes
18 Measuring Advertising
Introduction
The Job of Media Salespeople
Media Research. General terminology. Target audience
Target audience universe
Geography
Advertising impressions
Gross impressions
Rating
Gross rating points
Reach and frequency
The ad unit
Ad unit efficiency
Cost‐per‐rating‐point (CPP)
Digital
Digital ad effectiveness terminology
Unique visitor
Heat map
Shopper ID
Click
Pageview
Conversion
Attribution models
Screenshots
Yield
How advertisers get digital campaign information
Look‐alike targeting
Campaign optimization
Lift
Activation
Acquisition
Frequency capping
Tracking Ads
Identity graph
Digital Measurement Services
The Top Five Questions Measurement Cannot Answer
1 How much is enough?
2 Which medium is most effective?
3 What medium provides the best environment?
4 Which is better, flighting or continuity?
5 When is my commercial worn out?
Test Yourself
Project
Resources
References
19 Selling Digital and Cross‐Platform Advertising
The Landscape of Digital Advertising
The digital Goliaths
No ad‐tech tax
Best ROI
Effective targeting
Ad‐blocking software does not work on Amazon or apps
Free support for large advertisers
David versus Goliath
Expertise
Exhibit 19.1 Sales types
Exhibit 19.2 Types of digital ads
Inclusiveness
Exhibit 19.3 Reasons for not knocking (or even mentioning) the competition
Putting theory into practice
Exhibit 19.4 The polo assumption
Exhibit 19.5 Hess Jewelry ad budget
Focus on new opportunities
Retail‐dominated digital ad investments will increase
Exhibit 19.6 Changes in storefront per‐capita, 1990–2017
More conventional brand marketers will embrace direct‐to‐consumer (DTC) marketing
Exploding use of AI and augmented reality
Digital Marketing Agencies
Hone your negotiating skills
Test Yourself
Project
References
Resources
Notes
20 Google and Search
A Brief History of the Google Ad Auction
The Search Auction
Keywords
Keyword match types. Broad match
Phrase match
Exact match
Negative match
Bids
Quality Score
Ad rank
Search Advertising. Search for direct response
Search for branding
Technologies. AdSense
YouTube
Google Help
Other Google products
Test Yourself
Project
Notes
21 Facebook and Social Media
Facebook
The most targetable medium in history
Buying Facebook ads
Facebook’s troubles and future
Exhibit 21.3 Leading social media used by B2C and B2B marketers as of January 2019
Exhibit 21.4 Facebook changes
Twitter
Exhibit 21.5 Top 20 Twitter accounts with the most followers March 2019
Twitter facts45
Exhibit 21.6 Top 10 accounts by number of social media interactions in February 2019
Buying Twitter ads
Exhibit 21.7 Twitter advertising guidelines
Twitter’s troubles and future
YouTube
YouTube facts48
Buying YouTube ads
YouTube’s troubles and future
Reddit
Reddit facts52
Buying Reddit ads
Reddit’s troubles and future
Snapchat and TikTok
Snapchat facts59
Buying Snapchat Ads
Exhibit 21.9 Snapchat ad campaign objectives
Exhibit 21.10 Snapchat bidding strategies
Snapchat’s troubles and future
TikTok
Pinterest
Pinterest facts74
Buying Pinterest ads
Exhibit 21.11 Pinterest interest categories
Pinterest’s troubles and future
LinkedIn
LinkedIn facts80
Buying LinkedIn ads
LinkedIn’s future
The Future of Sales Jobs in Social Media
Test Yourself
Projects
References
Notes
22 Television
What Is Television?
Broadcast Television Networks
How broadcast network television ads are sold
Exhibit 22.1 “Young Sheldon” CPMs
Fighting the digital duopoly
Cable Television Networks
How cable network television ads are sold
Syndicated Television
Exhibit 22.2 Television daypart definitions
How syndicated program ads are sold
Broadcast National Spot Television
How broadcast national spot television ads are sold
Cable National Spot Television
Broadcast Local Television
How broadcast local television ads are sold
Cable Local Television
The future of sales jobs in television
Test Yourself
Project
Resources
Notes
23 Print and Out of Home
Newspapers
The Internet
Internet shopping
Programmatic
Newspaper industry attempted solutions
New revenue streams
Consolidation
Newspaper revenue. Circulation revenue
Advertising revenue
How newspapers are sold
Classified advertising
Classified display ads
Display ads
Pre‐printed inserts
The future of newspaper jobs
Magazines
The current state of magazines
Exhibit 23.1 Top 10 magazine brands
How magazines are sold
Americans of all ages read print and digital magazines
Magazine media provide valuable information
Magazine media get strong support on social media
Exhibit 23.2 Magazine media provide valued information, conversation, and purchase inspiration
Magazine media provide excellent ROI
Exhibit 23.3 Magazine readers have real friends
The future of magazine media jobs
Exhibit 23.4 Magazine brands are the original (and still the most powerful) influencers.*
Out of Home (OHH)
The current state of OOH
The future of jobs in OOH
Test Yourself
Project
References
Resources
Notes
24 Audio
Radio
The current state of radio
Exhibit 24.1 Radio revenue in billions of dollars 2017 vs. 2018
Reach
Results
New revenue streams
Consolidation
Exhibit 24.2 Analysis of ownership, station type (AM or FM), and format of the top 10 radio stations in the top five markets in June, 2019
How radio is sold
The future of radio jobs
Exhibit 24.3 RAB Stan Freberg spot
Exhibit 24.4 Benefits and advantages of radio
Podcasts
The current state of podcasting
How podcasts are sold
Podcast measurement
Podcast ad structure
Podcast pricing
IAB Podcast Upfront
Podcast networks
The future of podcasting
Consolidation
Subscriptions
The future of sales jobs in podcasting
Test Yourself
Project
Resources
Notes
25 Time Management
Characteristics of Time
Planning
Yearly
Overall goals
Task goals
Improvement goals
Organizing
Monthly
To‐Do lists
Calendars
Weekly
Daily
Organize your desk and your computer
Organize your written communications
Organize everyone’s time
Controlling
Evaluating
Exhibit 25.1 Time log
Summary
Test Yourself
Project
References
Resources
Notes
Appendix: Digital Advertising Glossary*
Notes
Index
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