Market Management “Working Together to Achieve Our Objectives” Dan Capwell Market Manager, Eastern PA Sales Divisions
Market Management
“Working Together to Achieve Our Objectives”
Dan CapwellMarket Manager, Eastern PA Sales Divisions
What is Market Management?
• Drives the corporate vision for our print, electronic and solutions products at the field level.– Products– Pricing– Placement– Promotions
• Partners with Regional Sales leadership teams, Product and Pricing Management and a variety of cross-functional teams (Client Services, Distribution, Finance) for pre-canvass, in-canvass and post-canvass initiatives that impact the “4 P’s” (and our paychecks).
Selling Advertising is a Contact Sport!
• Today’s Small and Medium Business (SMB) owner has more advertising options than ever before.
• To be successful in this rapidly-changing environment, each Idearc Media Consultant must be equipped with the right product for the right client at the right time. – Consumers have the same
requirements!• The Market Manager position
supports all facets of our game plan, from the pre-canvass planning stages, the entire sales canvass and into the printing and delivering of our products. We also influence the consumer experience when they pick up a book, a direct mail piece or clicks on one of our links. – SME on all facets of the process.
Market Managers Play in All Four Quarters
First Quarter: Market Analysis and Planning• Review of previous
campaign:– What worked?– Did we have enough
resources?– What did we learn?
• S.W.O.T analysis.• Preliminary meeting with
local Sales Manager on dates, suggested tactics.
• Formal meeting with Regional VP, Marketing Director and RFO.– Gain agreement on the plan
and move to implement.
Second Quarter: Sales Canvass Begins!
• Formal meeting with sales teams to begin a new canvass.– All Rates and Incentives
approved and loaded in the systems.
– Local and product sales collateral updated and available both in a binder and the rep’s Virtual Collateral folder.
– Changes in the market described and positioned.
– New product/incentive training.
Products• Provide roll-out and/or follow up training on
Idearc’s multi-platform products:– Direct Mail – Premium Cover Items– Superpages.com bundles and alliances
• Subject Matter Experts on:– Inventory Availability– Incentives– Usage and Competitor Activity
• Advocate for new placement, revision or removal of products from individual markets/directories.
Placement• Report distribution and possession of
our print and direct mail products. • Review receivership stats for distribution
after initial delivery is completed.• Verify via Gallup surveys (if applicable).• Manage/create local barter and other
partnership agreements. Instruct Media Consultants about the value of these alliances.
Promotion• Two tiered approach: some traditional
(radio/OOH) spots, however the majority of our promotional efforts are of the “gorilla/guerilla” variety:
• Tradeshows• Gas Giveaways• Wrapped Vehicles• Rebuild the Libraries Program (Harrisburg)• Enterprise Car Rentals (Bethlehem)• Custom Covers• In-event promos
Pricing• Able to leverage rates along with other value
statements to create an as-needed price parity with our major competitors, market by market:– Increase Incentives– New and Non Advertiser programs– Bundle Offers– Other Programs
• Ensure that the rate cards are correct, complete and match what is in the system.
• Train local sales teams to ensure that a thorough understanding pricing programs exists in every one of our sales reps!
Halftime and the Third Quarter
Third Quarter: The Key to the Canvass
• Monitor and Report:– Results by Sales Channel– Initiative results vs. goals– Available Inventory – Incentive Results
• Course Adjustments?– Marketplace Changes– Additional Leads or
Targets needed? – More incentive programs?
• How much “time is on the clock?”
• In the Field Activities:– Attend Sales Meetings– Ride Alongs with Media
Consultants• Is the Idearc Value
Story being properly presented and understood?
• Are clients receptive to the message?
• Any placement or other fulfillment issues?
• Additional Training Needed?
Fourth Quarter: Post Canvass Production• Complete post-
canvass surveys with Media Consultants.
• Close all Marketing initiatives with bartered for clients.
• Review all Directory and DM Production Orders for accuracy:– All Premium Items
included?– Enough product to
reach consumers?• MarCom Ready?
Typical Campaign Time and Resource
Allocation
25%
20%45%
10%Planning
Kickoff
Campaign
Production
Over Time: As-Needed Efforts • Year round market
research/tracking.• Post publication issues:
– Client testimonials– Consumer inquiries– Competitor Intel
• Trade shows, fairs and other community events promoting the brand.
• Client appreciation events such as ballgames, picnics, etc.
Connecting Buyers to Sellers
• To Our Clients:– Feature: What is the
main feature of each product we offer?
– Advantage: What advantage do our products offer that our competitor’s don’t?
– Benefit: What is the benefit to the client’s business to purchase products from Idearc Media?
• To Our End Users– Benefit: Does the
advertisement viewed clearly state the benefit from the product or service?
– Informative: Does the ad provide enough information to make a buying decision?
– Easy to Read to Ads: Is the ad easy to find (and read)?
– Reason to Call: Does the ad leave the viewer with a specific call to action?