Strategy & DevelopmentSession 1, 9:45-10:30

Lesson Objectives:

Lesson Objectives

a) Understand the difference between commodity vs. consultative selling

b) Understand the difference between campaign objectives – branding vs. direct response vs. both

c) Understand the new metrics & touch points of engagement

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

• Focus on value of media

• Define Success by:– Understanding and

defining objectives– Creative, unique

opportunities– Holistic approach to

media channels

Consultative Sellers

– 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

The Consultative Approach

• Solution Orientation– WIIFM– Creative Exchange of Ideas

• Competencies– Joint definition of metrics

and success– Willingness to optimize,

iterate• Educate client

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)

Definition of IntegrationWhat 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

Possible Campaign Objectives

• Direct Response -Promotional method in which a prospective customer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement. These devices (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other.

• Both

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.

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?

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?

Typical Engagement Measures

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)

Questions/Group Discussion