The Masters is next week, which got us thinking - many of the factors that contribute to a golfer’s success also lead to success in an ad sales presentation. So consider this, for a better golf game and more effective sales presentations:
1. Know the course – Every golf course is different and so is every prospect. There is no one-size-fits-all in golf or in ad sales. Familiarize yourself with the prospect’s industry. Know what’s going on in their company. Assess their needs and identify the benefits you can provide to fit those requirements before you pitch.
2. Remember that less is more …
What is it? Native ads are digital ads that mimic the content on the site where it is found. Native ads have been controversial because they are easily mistaken for the site’s content which has been considered misleading to site readers. However, the similarity in design creates a less disruptive ad experience. So make sure sponsored content is clearly labeled as such for transparency.
Tactic: Research what types of sites your target advertisers visit and partner with their ad sales team to create content that will reach your audience. Here are some examples:
An in-feed ad: The website’s ad sales …
The year is winding down and ‘tis the season for contract renewals. Renegotiations, while at times painful, are the lifeblood of sales inventory. A returning customer is its own reward as he/she can increase your bottom line. Whether it is through advocacy, endorsements, via referrals, testimonials, or word of mouth, returning customers can often bring new business. Research shows that people trust their friends’ recommendations considerably more than any other form of advertising. Low defection rates and loyal clientele signal competency and excellent service. It reflects positively to prospective clients and makes you an attractive option when they are considering who …
LinkedIn is one of the Big 4 social networks. Instead of friends and family, your followers are former and current colleagues and business contacts. LinkedIn is a great way to prospect for ad sales leads and build business relationships. The “links” create a network that joins you with people you may not know who are connected to people you do know. For instance, you want to reach out to someone at a specific company. In your network, you find a former coworker and their cubicle-mate is friends with someone at that company. Instead of contacting the company cold, use that …
As usual Zig Ziglar got it right. There are really only five basic reasons your prospects aren’t buying print or digital ads: need, money, hurry, desire, and trust. If you don’t land a sale you have not successfully overcome one of these common concerns. Can your ad sales team effectively counter each of these objections? Great comebacks won’t win them all, but refined lead generation and qualification can filter out the best ad sales prospects and increase results for your efforts. Know your ideal client and tailor responses and marketing to them. Here are some strategy suggestions for overcoming basic …
When it comes to B2B advertising mass marketing may be bigger, but not necessarily better.
While, there’s no arguing mass market publications are bigger, with larger ad sales teams, budgets and territories. But there are still advantages association and trade marketing offers advertisers that mass market publications do not.
Competing for B2C and B2B ad sales with large mass market publications and their websites as an associations or B2B publishers, is no easy task. In many cases however, advertising in a trade or association publication or website a more strategic, cost-effective solution for advertisers. Here are just a few reasons why B2B …
The term "independent sales reps" probably makes you think of lone professionals working on your behalf to sell your ad products. However, there are advantages to having these reps working as a team, and they're the same fundamentals that guide championship athletic programs.
Independent sales reps are driven in part by competition. They thrive on capturing leads, closing deals, and outperforming other providers. The same is true of BCS-winning football teams and NBA franchises.
The difference? No one expects a quarterback to outscore the other team single-handedly. No one thinks one-on-five is a good way to play against the Los Angeles Lakers. …
Have you ever been around someone newly in love? They get enthusiastic talking about it. They smile and light up describing it. They can (and will) tell you all the great things about that person, all the time. And when they finally introduce this new great love to their friends they typically highlight the things you and them have in common.
Consider taking this approach to your ad sales presentations. For all intents and purposes it should be like introducing a great love or your best friend to people who’ve never met them.Have you tried telling them what you love about …
Bragging is rude.
It’s obnoxious and it’s annoying. At least that is the belief in most areas of life. Ad sales, however, is not most areas of life. Bragging is vital for sales survival. Reputation means a lot in advertising sales. A bad one will scare off prospects. Customers are not concerned that you are nice guys or that you have a cool logo. They want to know that you can boost their business and grow their revenue. Make it a point to include in every sales presentation, every pitch, and every website a portion where you brag a little. Be …
On one hand, it is an acknowledgement of a job well done. On the other hand, it is high-impact lead generation with minimal overhead, high conversions, and typically shorter sales cycles. Traditionally, referrals funnel in from customers telling others about your services. These days, however, it’s also become more common to search online for referrals and recommendations. Industry forums, blogs, and social media can all be sources of information and feedback about your company and its services. These can be make or break your reputation. Your reputation can be built and reach your prospect long before you ever cold …
Coaches may coach and players may play, as the old saying goes, but Alabama won this game because of Saban, because of how he used the entire team.
Coaching a football team is a lot like leading an ad sales team. This week’s BCS Championship game got us thinking about how the fundamentals championship teams are guided by align with successful ad sales teams. Ad Sales, or any sales for that matter, is by nature very competitive. So why do some sales teams operate like a solo sport, with one salesperson attempting to convert a marketing or procurement team? Consider some …
IAB Compliancy: Why it’s A Must for Your Digital Ad Sales
Today’s association websites have transformed from just being information hubs to vital non-dues revenue drivers for the organization. For associations, this site revenue comes from one of two sources: e-commerce (selling products related to the site online) or digital ad sales.
Associations will consult with an advertising sales company, like AdBooom Advertising, for assistance with their digital and print ad sales; but increasingly we are asked to consult with associations and advise them on how to become IAB compliant when they decide to monetize their website through advertising. The Interactive Advertising Bureau, …
As a publisher, you may either be:
Transitioning from print advertising sales to digital ad sales or
Looking for ways to improve revenue from your existing online publications.
In either case, it's important to understand how different online ad models—CPM, CPC, CPL, and CPA—can impact what you offer to advertisers, the revenue you can expect to generate, and the risk you take on.
Cost per Thousand (CPM)
What it is
This is also known as "cost per mille." As a publisher, you charge a flat rate for one thousand displays, or impressions, of an advertisement to your audience. About 33% of internet ad revenues in 2013 were …