www.RadarFrog.com
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Agenda
• Timing and goals
• AdMall
• Updated coupon research
• Coupon performance
• RadarFrog refresher
• Block & prospect refresher
• Expand distribution via social
media
• Best practices
• Customizable package
• Next steps
• Prizes
• Prospect list categories and
messages
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Timing and goals
• What – RadarFrog Block & Prospect Blitz
• When – During the week of 3/12-3/16 (select days that work best for
your market) – use the block and prospect blitz time to set
appointments for the following week(s)
• Who – All sales reps
• Goals – 60 RadarFrog sales units per rep by 3/30/12
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Coupons…
Coupon Use refers to a free means of saving money on a
product or service, versus Deals Certificates that require
an upfront payment as a means to saving.
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
3
Coupon Redemption for Past 2 Years
79%
80%
70%
77%
70%
67%
60%
66%
53%
50%
40%
30%
20%
10%
12%
0%
0%
0%
Source question for this chart: “Thinking of the coupons that you have actually redeemed in the last two years, where did you find those coupons?”
Respondents = 38,089
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
4
Frequency of Coupon Usage
38%
40%
35%
30%
25%
22%
18%
20%
14%
15%
6%
10%
1%
5%
0%
0%
Once per
week
More than
once per
week
A few times a
month
Once a
month
Occasionally,
but not on a
regular basis
Don't
know/can't
say
I don't use
coupons
Source question for this chart: How often do you use coupons?
Respondents = 29,594
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
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Use Coupons To …
Good for
Marketing!
98%
100%
90%
80%
64%
56%
70%
60%
50%
40%
30%
20%
0%
10%
0%
Save money on
something I usually
buy
Try something new
Try something that's
usually too expensive
I don't use coupons
Source question for this chart: Do you use coupons to…
Respondents = 37,924
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
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Coupons Redeemed for Local Business
Source question for this chart: Have you ever printed and redeemed an online coupon for a local business?
Respondents = 37,813
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
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Seek Online Coupons Before Purchasing
Good for
Marketing!
29%
30%
25%
25%
25%
20%
15%
11%
9%
10%
5%
0%
0%
Almost
always
Regularly
Sometimes
Not very
often
Rarely or
Never
Don't know
Source question for this chart: When buying a product or service, how frequently do you go online to look for coupons before actually purchasing from a
store or business?
Respondents = 19,085
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
8
Coupon Usage Compared to a Year Ago
Source question for this chart: Compared to a year ago, are you using coupons from any source more/less/the same than you did a year ago?
Respondents = 32,291
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
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ADVERTISER RESULTS
Advertiser Coupon Usage
Distribution Models
%
Yes, distributed via mail
63%
Yes, distributed in the newspaper
70%
60%
37%
50%
40%
30%
Yes, available on social media sites like
Facebook and others
Yes, I include coupons in my company/store
emails
Yes, I have coupons available on my
company/store website
Yes, on a local media company's website
20%
10%
0%
Yes (all modes)
No
Yes, available on mobile devices (cellphones
and smartphones)
Yes, through another coupon distribution
type not listed here
Yes, on a national coupon service website
Respondents
40%
39%
37%
34%
33%
24%
21%
21%
9%
290
Source question for this chart: Are Coupons part of your regular advertising and marketing strategy?
Respondents = 729
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
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ADVERTISER RESULTS
New Coupons Offered
35%
32%
30%
25%
21%
17%
20%
15%
15%
10%
5%
6%
6%
3%
0%
Daily
Weekly
Monthly
Quarterly
Once or twice
a year
Less than once
a year
I don't provide
coupons for
my business
Source question for this chart: If Coupons are part of your advertising strategy, how often do you present a new coupon/offer?
Respondents = 343
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
11
ADVERTISER RESULTS
Reasons Coupons Are Used
30%
26%
24%
25%
21%
18%
20%
15%
7%
10%
4%
5%
0%
Specific
items/services
A
percentage/savings
off on a specific
purchase type
A flat
percentage/savings
off total purchase
Discount based on
specific dollar
amount spent
I don't provide
coupons
Other
Source question for this chart: If Coupons are part of your strategy, are they for ...
Respondents = 329
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Proprietary and confidential. Do not distribute.
12
ADVERTISER RESULTS
Coupons and “Deals”
One in five of responding advertisers
reported diverting money from other
models into coupons.
19% of responding advertisers
participated in deal programs
68%
70%
60%
Yes,
19%
50%
40%
18%
30%
No,
81%
14%
20%
10%
0%
No
Yes
I haven't
offered
coupons
for my
business
Source question for this chart: Over the last year, have you diverted
marketing dollars away from other types of advertising in order to
offer coupons?
Respondents = 345
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011.
Public use of these slides is allowed as long as copyright credit is included.
Source question for this chart: Have you participated in a "Deal of
the Day" or similar program where consumers purchase a
certificate at a discount for your business?
Respondents = 731
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RadarFrog refresher
Offer
Image
Address
Logo
Terms
Consumer
Tools
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Home page promotion
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Include PRINT!
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Expand distribution with social media
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Customizable package*
*Minimum
commitment
of three months
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Prospect categories and messages
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Use AdMall!
To pull this report in AdMall
1.Click, “PROSPECT”->
2.Click, “ALL 467 LOCAL ACCOUNT TYPES”->
3.Select, “BUSINESS CATEGORIES,” “BUSINESS TYPES,” “STATE” and “VIEW THIS REPORT”->
4.Select, “Local Account Locator by Zip Code” (or “…by Mile Radius”)
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Coupon performance
Log in to reports.analoganalytics.com using your RadarFrog admin user name and password->
Select dates for report->
Click column header to sort by number of impressions, prints, etc.->
Click, “Download” to download report in spreadsheet form
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21
Block and Prospect Strategy
Our competitive landscape has never had more pressure. As such, we need to resource
our team, elevate our efficiencies in sales and management and increase qualified
account activity to make gains in revenue
Our advertisers’ competitive landscape has never had more pressure and we need to
provide increased value for our advertisers and resource our clients to assist them in
their efforts to grow market share and revenue
Today, advertisers do not make choices based on what they want…They make them
based on what they need… as such we must define, simplify, and strengthen our sales
process & value proposition to earn advertisers’ investments
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Block and Prospect Strategy
 Objectives
 The media landscape from an advertiser’s view and establishing targeted share of
advertiser budget
 Defining our sales process
 Blocking time
 Developing qualified target lists
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Block and Prospect Strategy
The Objectives of the Block and Prospect Strategy are to:
 Systematically target accounts that have the most revenue potential
 Organize time to reduce stress and increase results
 Improve account activity to drive new revenue streams
 Simplify the sales process to increase results
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Block and Prospect Strategy
Borrell Local Advertiser SMB Print Survey
Q4 2010 and Q1 2011
Did you know?
•The average # of sales approaches per
month on advertisers is 25 which is up 9%
from Q4 2010
•The average # of sales pitches taken per
month is 7
•64% of SMB surveyed said they would be
confident or somewhat confident in letting
their print reps act as their “agency”
•Borrell Survey SMB Print Advertisers Survey Q4 2010 and Q1 2011
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Block and Prospect Strategy
• What share of advertiser budget should we get?
• SMBs surveyed estimated 35.3% of their ad budgets
would go to local daily, weekly or semi-weekly
newspapers
• SMBs surveyed estimated that another 15.2% of their
ad spending would go to online and that this number
would grow to 20% by the close of 2011
How do we earn our share? capture opportunities?
and protect market share
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Block and Prospect Strategy
• While total advertiser spend is making moderate
gains our competitors are aggressively working
to move budgets to their products.
• Earning our targeted share of media spend:
 Targeting the most lucrative accounts
 Increased sales activity
 Improving our communication of advertiser
benefits
 Selling multimedia solutions
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Block and Prospect Strategy
Block and Prospect Strategy:
Encompasses the first two steps of the sales process
• Multimedia account targeting and
• Managed account activity
Most sales experts agree strengthening execution on
beginning of the sales process delivers sellers the
highest result in revenue and commissions
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Block and Prospect Strategy
- Block and Prospect Strategy:
- Managed call days with qualified prospect lists delivering a minimum of 5 new client meetings per week
- Success is this easy:




Blocked time to set appointments
Qualified Prospect lists
A strong pitch
High call volume
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Block and Prospect Strategy
Qualified Account Target Lists:
As our objective is to sell in multimedia campaigns, our target lists must include advertisers we
monitor from other media
Simply put…we can’t sell multimedia unless they are advertisers who advertise in multiple
media platforms which directionally indicates total media budget
While with our sales process we must demonstrate we can deliver a greater ROI than other
media, with advertisers, we avoid many objections such as “I don’t advertise” and “I don’t
have any budget”.
Targeted ad spend:
Based on the Borrell SMB survey, we should be able to attain approximately 50% of an
advertisers total media budget….so sales efforts on those with the largest total media spend
will garner the strongest results
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Block and Prospect Strategy
Blocked Time Management:
“Manage your time, don’t let time manage you”
Best Practices:
Block call time-don’t set meetings during your block and prospect time
Prepare your target list on your call reports prior to block and prospect
days
Work uninterrupted until you achieve your goal
Practice and perfect your pitch
Set appointments with the business principals
Set appointments one week in advance and geographically managed
Identify strong targets you can also cold call between your appointments
throughout the rest of the week
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Block and Prospect Strategy
The Fuel for Your Success…Qualified Account Target Lists:
Direct competitive media is the one of the top sources for qualified prospects as the
advertiser already buys
 Competitive print including newspapers, yellow pages, local magazines etc.
 Online: all local media websites as well as other local sites
Indirect competitive media is the one of the top sources for qualified prospects as the
advertiser already buys
 Radio
Billboards
Transit advertising
 Broadcast and cable TV
Direct mail
Movie theaters
 Digital Out of home
Event marketing Sporting arenas
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Block and Prospect Strategy
Prospect by Month
•Top local prospects
•Top Co-op opportunities
•Cause marketing tie ins
•Holiday tie ins
Local Account Locator
Ad Mall Minute
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Block and Prospect Strategy
Success In Block and Prospect will significantly impact your compensation
Keys To Block and Prospect Success:
Block the same time every week for Block and Prospect
Set appointments with accounts that are aggressively marketing in competitive media
Set all meetings with owners and partners/ VPS Marketing /General Managers
Perfect your Intro Pitch to set more meetings….better meetings
Prepare for each advertiser meeting with the Ad Mall Account Intelligence Report, Diagnosis Call
and reviewing the Advertiser’s website and search results
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Getting Started
• Generate a ton of excitement prior to the event!
• Develop target lists in advance using Ad Mall. Several of our reps had
100’s of targets to call.
• Make sure the lists are vetted by a manager to ensure the best
prospects.
• Sell Modular sizes – quarter, half and full
• Make an offer your advertisers can’t refuse!
• Set a goal per rep – ours was ten ads sold of any size
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Execution
• Set up a day for an entire team sales blitz. We created teams with the
reps and appointed captains of these teams to name the team and
motivate/have fun with teammates and competing teams.
• Establish spiffs for the call blitz for team and individual performance.
Examples include first team to x sold, first person to x sold, first team to
goal and first team to a prepaid goal.
• Have fun during the blitz with constant updates (we also had updates
via twitter) and fun comments from those team captains performing to
help spark the competitive nature.
• Feed the reps!!!!
• When a rep achieved their goal, they were allowed to stop blitzing.
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Results
• Our book is currently at 32 pages (6x10) with over 75 advertisers
currently participating.
• 85% participation from sales team but we still have some work to do.
• 92% of advertisers are either new or is incremental spends.
• Annual revenue generated to date is $80,000 with a goal of $115k
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Next steps
• Week of 3/5
- Customize sales package (use customizable package)
- Each rep compiles prospect list (use prospect list categories and messages sheet)
- Have local RadarFrog admins attend admin refresher training, Friday 3/9 at 4 p.m.
EST/3 p.m. CST. (call details will be shared in advance)
- Select day(s) for blitzing during the week of 3/12
• Week of 3/12
- Set appointments and SELL!
- Tweet your progress, using the hashtag #RFBlitz
- Report your results – Look for the “RadarFrog Q1 Blitz Tracking” tab here:
http://tinyurl.com/2012Niche
• Week of 3/26
- Final reporting due by Friday, 3/30
• Week of 4/5
- Reap rewards!
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Prizes
1. $100 spiff for each rep that meets their goal of 60 sales units
(units = # merchant packages x # months; 5 12-month packages, 10 6-month packages, 20
3-month packages)
2. $500 for rep with most units sold* (2 – 1 for papers with circ of 10k+, 1 for papers with circ
<10k)
3. $500 for rep with most revenue sold* (2 – 1 for papers with circ of 10k+, 1 for papers with circ
<10k)
4. $1,000 for paper with most units sold** (2 – 1 for papers with circ of 10k+, 1 for papers with
circ <10k)
5. $1,000 for paper with most revenue sold** (2 – 1 for papers with circ of 10k+, 1 for papers
with circ <10k)
PLUS
•
All RadarFrog revenue counts toward your digital goals
•
Earn up to 15% commission on each package (based on your current plan and goals)
•
BRAGGING RIGHTS – SMACK TALKING ENCOURAGED VIA TWITTER, #RFBLITZ mystery prize for engagement
*Must surpass goal of 60 sales units **Must surpass goal of 60 sales units per FTE
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39
Questions?
Shannon Dunnigan
[email protected]
401-451-3107
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