Ruth Presslaff
Amy Sleboda
Michael Boss
www.presslaff.com
Brad Holtz
3 Ways to Win from 3 Winners:
1.
2.
3.
In-House Training
From Data to Dollars – even more dollars
Selling with Email
AMY SLEBODA
Manager, Marketing
& Business Analytics
Train the Salespeople:
Shift the Mindset
Power of Small Numbers
Bigger Isn’t Always Better
People Power: Actual people/leads
are best
Train the Salespeople:
Provide the Tools
Train the Salespeople:
Provide the Tools
Train the Salespeople:
Go Granular
To give AEs complete confidence
– go deep.
Assume nothing.
Train the Salespeople:
Outline the Benefits
• Targeted Digital Marketing - Zip, Gender, Birthday, etc.
• Cross-Platform Exposure - Contests promoted via email, On-site, on Air, Social Media (Depending on
specifics of individual campaign).
• Qualified Leads - Would you like to…? questions.
• Customer Insight - Customized questions.
• Reasonable Investment - Something to fit every
budget.
• Trackable results reporting.
• Increased sales.
Train the Salespeople:
Categorize Examples
Savings Email – Single or Multi Sponsor
Savings Email Offer Landing Page
Sponsored Survey Email
Ask the Audience
Sponsored Contest
“Everyone Wins” Contest
Birthday Emails
“Themed” Multi-Sponsor Lead Generator
Train the Salespeople:
Categorize Benefits
Client Need
Product Type
Brand Development
Savings E-mail (Single or Multi Sponsor)
Birthday Sponsorship
Sponsored (Exclusive) Contest
"Everyone Wins" Contest
Lead Generation
Multi-Sponsor Lead Generator - "Big" Campaign
Sponsored Survey
Sponsored (Exclusive) Contest
Re-Mail for Savings E-mail (Must also purchase another product)
Event Promotion
Sponsored (Exclusive) Contest
Savings E-mail (Single or Multi Sponsor)
Consumer Insight
Sponsored Survey
Train the Salespeople:
Define the Inventory
Product
"Themed" Multi-Sponsor Campaigns: Title Sponsor
"Themed" Multi-Sponsor Campaigns: Indiv Sponsor
Savings Offers/Sponsored Contest - Email*
Lead Generating Surveys*
Enter to Win Contests (no losers)*
Birthday Sponsors
Product Inventory
1 Per Month
Aim for 10 to 12 per campaign
4 per month (1 per week)*
1 per month*
1 per month*
1 per month
* Savings Offers, Sponsored Contests, Lead Gen Surveys and No Losers
contests are only available in months where there is no “Themed” MultiSponsor Campaign Scheduled.
Taking it to
the Streets
The Virtual House
Share the Results:
Close More Business:
Results The House Built!
In addition to House Campaign
Billing: Two 52 Week Commitments
(renewal)
(new digital advertiser)
MICHAEL BOSS
Digital Media
Sales Specialist
Build It
or
Buy It?
BRAD HOLTZ
Program Director
Sustained Focus on Database Growth:
Promotion
Specific Benefits
Always think about the benefit to the database
Imax
Galapagos
3D Premiere
• Filled 600 Seats
Nailing the
Business with Zip
Code Maps
Special Filters
12345
12345, 12346, 12347, 12348, 12349, 12350,
12351, 12567, 12222, 12345, 12346, 12347,
12348, 12349, 12350, 12351, 12567, 12222,
13333, 18789, 19012, 17555, 15432, 19012,
13333, 18789, 19012, 12300, 09876, 01928
SAMPLE DATA
Using the database
to test new idea
concepts
Visit Florida
Providing leads and data for VisitFlorida. Getting
promotional trip and money from VisitFlorida.
Loyalty Example: Holder Mattress
• Traditional Spot Advertiser
• Needed supplemental branding
• On VIP web pages
• Shattered expectations
• Client says “People come from 90 minutes away to buy mattresses from
us because of the station” – other stations with higher ratings approach
Holder but they know the branding works and that you move product.
3 Winning Ways:
1
2
3
Train Your Staff (then train again, and keep the
training going.)
Maintain Your Focus on audience engagement and
database growth.
Use Your Data to close business and build stronger
connections with your audience.
Ruth Presslaff
Amy Sleboda
Brad Holtz
Michael Boss