COMMUNICATIONS PROGRAMS:

MEDIA SALES TOOLS THAT ARE MORE EFFECTIVE
BECAUSE THEY FOCUS ON YOUR CLIENT'S SELFISH INTERESTS
  • Sales Presentations
  • Target Account Programs
  • Media Kits
  • Direct Mail
  • Advertising
     (Please scroll down for each.)

A. SALES PRESENTATIONS

Most presentations discuss the media brand being sold.  To a large degree they ignore the advertiser's objectives.  Instead, arm your sales team with tools that focus on: 

    - Trends and problems your clients confront in selling to the market.
    - How your brand helps clients move forward in the product adoption process.
    - How your brand achieves that objective unlike competitive media.




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   Go to Case Histories and Testimonials to see how communications leads to sales.


B. TARGET ACCOUNT PROGRAMS -
     WHEN DRAMATIC IMPACT IS REQUIRED


Let's assume you want to make a dramatic statement with suppliers.  You want to drive home a major new sales point or position.  That's the role of target account programs. For example ...

A leading media brand felt it necessary to rework their audience to concentrate much more on reaching one industry sector, then increase their total circulation, but not increase their rates.  The communications solution ...

  • Mailing #1 - The "Slinky": Each client received a full-sized Slinky plus a personalized cover letter.  "Please expand this Slinky as far as you can stretch it. That's what we've done to your market coverage.  Now, collapse it to its normal shape -- that's the story with our rates -- no increase!"
  • Mailing #2 - The Silver Bullet: Each client received a (fake) silver bullet.  "Why does the Lone Ranger use a silver bullet instead of a shotgun shell?  Because he's much more likely to do serious damage to his target that way ... and that's what you'll achieve with our new concentrated market coverage."
   Go to Case Histories and Testimonials to see how communications leads to sales.


C. MEDIA KITS

Just as your presentations should focus much more on helping clients solve their sales and marketing problems, your media kit should be more than just circulation stats, calendar, rates, and a list of media products marketers can buy.  It should position your brand as a partner in accelerating your client's sales.







   Go to Case Histories and Testimonials to see how communications leads to sales.



D. DIRECT MAIL - TRADITIONAL AND E-DIRECT

Sales is often a numbers game.  The more contact you make the more sales you'll close.  However, most sales reps have limited contact with each prospect ... and when they're face-to-face with clients, there's little time to properly position your media products.  That's where direct mail, traditional or e-direct, gets the job done.





Go to Case Histories and Testimonials to see how communications leads to sales.



E. ADVERTISING TO PROMOTE YOUR BRAND

Ad exposure in the trade press generates two major advantages: your brand is perceived as a leader; and, you continue to position your brand market wide, regardless of how often your sales reps can communicate with individual customers.

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Go to Case Histories and Testimonials to see how communications leads to sales.


 
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