1fact americans spend more time with tv than with all other media combined (minutes) television...

1A S S O C I A T E S

FACTFACTAmericans spend more time with TV than with Americans spend more time with TV than with

all other media combined all other media combined (minutes)(minutes)

253

30

128

1945

Television Newspapers Radio Magazines Internet

Source: TVB


FACTFACTTelevision is considered “most influential” Television is considered “most influential”

by 78% of all adultsby 78% of all adults

InternetInternet8%8%

Most Influential

TelevisionTelevision78%78%

NewspapersNewspapers7%7%RadioRadio

4%4%

MagazinesMagazines3% 3%

Source: TVB


FACTFACTMore adults learn about products More adults learn about products

from television than any other mediumfrom television than any other medium

InternetInternet10%10%

TelevisionTelevision52%52%

NewspapersNewspapers15%15% RadioRadio

6%6%MagazinesMagazines

17% 17%

Source: TVB


FACTSFACTS

Speak for themselves . . .Speak for themselves . . .

. . . or do they?. . . or do they?

A S S O C I A T E S

Thinking On Your FeetThinking On Your Feet

5

A S S O C I A T E S


5

CoherentCoherent

A S S O C I A T E S


5

CoherentCoherentConversationalConversational

A S S O C I A T E S


5

CoherentCoherentConversationalConversationalPreparedPrepared

A S S O C I A T E S


5

CoherentCoherentConversationalConversationalPreparedPreparedFlexibleFlexible

A S S O C I A T E S


5

CoherentCoherentConversationalConversationalPrepared Prepared FlexibleFlexibleCredibilityCredibility

A S S O C I A T E S


5

CoherentCoherentConversationalConversationalPrepared Prepared FlexibleFlexibleCredibilityCredibilityBe Yourself … at your bestBe Yourself … at your best


What Gets In The Way?What Gets In The Way?



What Gets In The Way?What Gets In The Way?1.1. Complex messageComplex message




2.2. Being Being heardheard






3.3. Anticipating Anticipating clientclient responses responses





3.3. Anticipating Anticipating clientclient responses responses

4.4. “The medium is the message”“The medium is the message”



A.A. Structuring the messageStructuring the message- Planning- Planning- Organizing- Organizing- Staying On-track- Staying On-track

B. Engaging clientsB. Engaging clients

C. Controlling challengesC. Controlling challenges


For Example . . .For Example . . .Media Mix AllocationMedia Mix Allocation

TVTV 10 %10 % 35%35%

NewspapersNewspapers 50%50% 45%45%

RadioRadio 30%30% 15%15%

Direct MailDirect Mail 10%10% 5%5%

CurrentCurrent Sales ObjectiveSales Objective


Structuring the MessageStructuring the Message ““T-Bar” PlanningT-Bar” Planning


ObjectiveObjective“What is my purpose in giving this presentation?”

“What do I want to accomplish?”




Three PurposesThree Purposes

• To inform . . .To inform . . .

• To persuade . . .To persuade . . .

• To explore . . .To explore . . .


Objective: Objective: To persuade marketing mgr. at To persuade marketing mgr. at 11stst National to increase spot TV mix to National to increase spot TV mix to

35%35%




35%35%• SpecificSpecific

• AchievableAchievable

• Written downWritten down



Key MessageKey MessagePointsPoints


35%35%





35%35%

• New shows on station

• GRPs• HUTS and PUTS• How station’s news

delivers W 25 - 54

Key MessagePoints




35%35%

““Who is the client and what Who is the client and what do I know about him or her?”do I know about him or her?”

““What does our team need to What does our team need to know for us to persuade the know for us to persuade the client?”client?”

Client Key MessagePoints


Structuring the MessageStructuring the MessageClient AnalysisClient Analysis

1.1. What does the client get excited about?What does the client get excited about?


1. What does the client get excited about?1. What does the client get excited about?

Her year-end bonus … chance to be a Her year-end bonus … chance to be a herohero




1. What does the client get excited about? 1. What does the client get excited about?

Her year-end bonus … chance to be a heroHer year-end bonus … chance to be a hero

2. What issues might be barriers to 2. What issues might be barriers to reaching our objective?reaching our objective?



1. What does the client get excited about? 1. What does the client get excited about?

Her year-end bonus … chance to be a heroHer year-end bonus … chance to be a hero

2. What issues might be barriers to 2. What issues might be barriers to reaching our objective?reaching our objective?

A “radio habit” … “TV is risky”A “radio habit” … “TV is risky”



1. What does the client get excited about? 1. What does the client get excited about? Her year-end bonus … chance to be a heroHer year-end bonus … chance to be a hero

2. What issues might be barriers to reaching our objective?2. What issues might be barriers to reaching our objective? A “radio habit” … “TV is risky”A “radio habit” … “TV is risky”

3. What does the client need to make a 3. What does the client need to make a decision?decision?



1. What does the client get excited about?1. What does the client get excited about? Her year-end bonus … chance to be a heroHer year-end bonus … chance to be a hero

2. What issues might be barriers to reaching our objective?2. What issues might be barriers to reaching our objective?A “radio habit” … “TV is risky”A “radio habit” … “TV is risky”

3. What does the client need to make 3. What does the client need to make a decision?a decision?PROOF!PROOF!



4.4. How much does she already know?How much does she already know?

. . . think she knows?. . . think she knows?



4.4. How much does she already know?How much does she already know?

. . . think she knows?. . . think she knows?

… … past experience past experience … all she needs to know… all she needs to know



4.4. How much does the client already know about the issue? How much does the client already know about the issue? … think she knows?… think she knows?

… … past experience … all she needs to knowpast experience … all she needs to know

5. What is her attitude likely to be toward 5. What is her attitude likely to be toward our team and our views?our team and our views?



4.4. How much does the client already know about the issue? How much does the client already know about the issue? … think she knows?… think she knows?

… … past experience … all she needs to knowpast experience … all she needs to know

5. What is her attitude likely to be toward 5. What is her attitude likely to be toward our team and our views?our team and our views?

… … uphill climbuphill climb


Structuring the MessageStructuring the Message““T-Bar” PlanningT-Bar” Planning


35 %35 %

2. Excited … turning business around3. Potential barrier – the

past4. Needs proof

Key Message

5. Wants a “guarantee”

1. Power of TV – overview of recommendation

2. Why TV will work for her business

3. Acknowledge past 4. Reach & Frequency -

other evidence5. Recommendation –

why schedule will deliver

Client1. Decision-maker


Structuring the MessageStructuring the Message“Star Model”“Star Model”


Structuring the MessageStructuring the MessageOverview of theOverview of the“Star Model”“Star Model”

Attention


Orientation


Attention



Body

Orientation

Attention



Orientation

1. Power of TV – overview of recommendation

2. Why TV will work 3. Acknowledge past 4. Reach & Frequency …

evidence5. Recommendation –

why schedule will deliver

Body

Attention



Summary“So what!”

Attention

Orientation

Body



ActionOrientation

Attention

BodySummary“So what!”


Ask Yourself: Ask Yourself:

““How will I keep on-track so I’ll How will I keep on-track so I’ll remember what I planned to say?”remember what I planned to say?”

Structuring the MessageStructuring the Message Staying On-trackStaying On-track


• Read to the client?Read to the client?




• Memorize?Memorize?



CuesCues




• Key words and phrasesKey words and phrases

• Trigger you to rememberTrigger you to remember

CuesCues


… Recommendation that will deliver

To persuade marketing Mgr. At 1To persuade marketing Mgr. At 1stst National National to increase spot TV mix to 35%to increase spot TV mix to 35%

Collaboration- W/agency- “Partner”- Our mutual success

Meet with agency - move forward

1. Power of TV – Overview

2. Why TV will work 3. Sorry – 4 years ago4. R & F – evidence5. Plan

- schedule will deliver- quality of commercial

Structuring the MessageStructuring the Message “Star Model”“Star Model”



Pause

Pause

Pause

Pause

Pause



Pause

Pause

Pause

Pause

Pause

Pause To:Punctuate the message



Pause To:Punctuate the messageTake a break

Pause

Pause

Pause

Pause

Pause



Pause To:Punctuate the messageTake a breakGive client a break

Pause

Pause

Pause

Pause

Pause



Pause To:Punctuate the messageTake a breakGive client a breakWhen asked a question

Pause

Pause

Pause

Pause

Pause



Pause To:Punctuate the messageTake a breakGive client a breakWhen asked a questionWhen challenged

Pause

Pause

Pause

Pause

Pause



Pause

• SilentSilent Pause – noPause – no““ums” or “uhs”ums” or “uhs”

• May May seemseem long to you long to you


Structuring the MessageStructuring the MessageAnswering QuestionsAnswering Questions

Meet togetherwith agency - move forward

ActionOrientation


To persuade marketing Mgr. At 1To persuade marketing Mgr. At 1stst National to increase spot TV mix to National to increase spot TV mix to

35%35%


Structuring the MessageStructuring the MessageAnswering QuestionsAnswering Questions

Meet togetherwith agency - move forward

Action Orientation


Let’s move forwardRecap ActionRecap Action


Structuring the MessageStructuring the Message

SummarySummary

1.1. Planning – “T-Bar”Planning – “T-Bar”

2.2. Organizing – “Star” ModelOrganizing – “Star” Model

3.3. Staying On-track – “Cues”Staying On-track – “Cues”



A. Structuring the messageA. Structuring the message

B. Engaging clientsB. Engaging clients- Building blocks- Building blocks- “Grabber”- “Grabber”- Style- Style

C. Controlling challengesC. Controlling challenges


Engaging ClientsEngaging Clients

Attention

Body

Orientation


Engaging ClientsEngaging Clients Building BlocksBuilding Blocks

To persuade marketing Mgr. at 1To persuade marketing Mgr. at 1stst National to increase spot TV mix to National to increase spot TV mix to

35%35%



• FactFact



• FactFact

• TV will reach more of their TV will reach more of their prospective customers in almost prospective customers in almost every major demo segment than every major demo segment than radioradio



• FactFact

• TV will reach more of their prospective TV will reach more of their prospective customers in almost every major demo customers in almost every major demo segment than radiosegment than radio

• StatisticStatistic



• FactFact



• We reach 94% w18-54 in a We reach 94% w18-54 in a weekweek



• FactFact



• We reach 94% w18-54 in a weekWe reach 94% w18-54 in a week

• ExampleExample



• FactFactTV will reach more of their prospective TV will reach more of their prospective customers in almost every major demo segment customers in almost every major demo segment than radiothan radio

• StatisticStatisticWe reach 94% w18-54 in a weekWe reach 94% w18-54 in a week

• ExampleExampleBailey Building and Loan Bailey Building and Loan increased its TV mixincreased its TV mix



• AnecdoteAnecdote




““. . .Gardening Center in . . .Gardening Center in town . . . town . . . Sam facing declining business . . Sam facing declining business . . . . We helped him . . .”We helped him . . .”




““. . .Gardening Center in town . . . Sam facing . . .Gardening Center in town . . . Sam facing declining business . . . We helped him . . .”declining business . . . We helped him . . .”

• AnalogyAnalogy




““. . .Gardening Center in town . . . Sam facing . . .Gardening Center in town . . . Sam facing declining business . . . We helped him . . .”declining business . . . We helped him . . .”

• AnalogyAnalogy

Increasing TV in mix is like an Increasing TV in mix is like an investment in the bank . . . See investment in the bank . . . See your returns growyour returns grow



• AnecdoteAnecdote““. . .Gardening Center in town . . . Sam . . .Gardening Center in town . . . Sam facing declining business . . . We helped facing declining business . . . We helped him . . .”him . . .”

• AnalogyAnalogy““Increasing TV in mix is like an investment Increasing TV in mix is like an investment in the bank . . . See your returns grow”in the bank . . . See your returns grow”

• TestimonialTestimonial



• AnecdoteAnecdote““. . .Gardening Center in town . . . Sam facing . . .Gardening Center in town . . . Sam facing declining business . . . We helped him . . .”declining business . . . We helped him . . .”

• AnalogyAnalogy““Increasing TV in mix is like an investment in Increasing TV in mix is like an investment in the bank . . . See your returns grow”the bank . . . See your returns grow”

• TestimonialTestimonial““Increased use of TV =17% Increased use of TV =17% increase in savings accounts”increase in savings accounts”



• VisualVisual



• VisualVisual253

30

128

1945

Television Newspapers Radio Magazines Internet


Building Block (C)

Building Block (B)

Subpoint

Building Block (A)

Main Point




“Grabber”Attention


•Fact

•Statistic

•Example

•Anecdote





•Fact

•Statistic

•Example

•Anecdote

•Analogy

•Testimonial

•Visual

• Question



Engaging ClientsEngaging ClientsWith With StyleStyle

1.1. Energy and enthusiasmEnergy and enthusiasm




2.2. Vocal varietyVocal variety



PitchPitchVocal varietyVocal variety



PitchPitch

PacePace

Vocal varietyVocal variety



PitchPitch

PacePace

VolumeVolume




A)A) PitchPitch

B)B) PacePace

C)C) VolumeVolume






3.3. Purposeful movementPurposeful movement



GesturesGestures





3.3. Purposeful movementPurposeful movement

4.4. Eye contactEye contact



SustainedSustained eye contact eye contact



SummarySummary• Building blocksBuilding blocks• Appropriate and well executed “Grabber”Appropriate and well executed “Grabber”• Presentation stylePresentation style

• Energy and enthusiasmEnergy and enthusiasm• Vocal varietyVocal variety• Purposeful movementPurposeful movement• Sustained eye contactSustained eye contact



A. Structuring the messageA. Structuring the message

B. Engaging ClientsB. Engaging Clients

C. Controlling challengesC. Controlling challenges- Avoid communication roadblocks- Avoid communication roadblocks- Acknowledge concerns- Acknowledge concerns- Communicate about communication- Communicate about communication


Controlling ChallengesControlling ChallengesSome ExamplesSome Examples

• Increasing the TV mix to 35% is Increasing the TV mix to 35% is too expensive!too expensive!


• Increasing the TV mix to 35% is Increasing the TV mix to 35% is too expensive!too expensive!

• The commercial we ran four years The commercial we ran four years ago may not have been high-ago may not have been high-quality but it was one we could quality but it was one we could afford!afford!



• Increasing the TV mix to 35% is too Increasing the TV mix to 35% is too expensive!expensive!

• The commercial we ran four years The commercial we ran four years ago may not have been high-quality ago may not have been high-quality but it was one we could afford!but it was one we could afford!

• I’ll have to talk to the bank president I’ll have to talk to the bank president before I approve a 13 week TV before I approve a 13 week TV schedule!schedule!



Controlling ChallengesControlling Challenges

After the client says,After the client says, “It’s too expensive!”“It’s too expensive!”What response would she NOT want to hear?What response would she NOT want to hear?




““Oh please, the bank can afford it!”Oh please, the bank can afford it!”





““You only You only thinkthink we’re expensive …” we’re expensive …”






““Let me tell you a funny story about how Let me tell you a funny story about how we …”we …”






““Let me tell you a funny story about how we Let me tell you a funny story about how we …”…”

““Do you think we should see your boss?”Do you think we should see your boss?”





““You only You only think think we’re expensive …”we’re expensive …”

““Let me tell you a funny story about how we …”Let me tell you a funny story about how we …”

““Do you think we should see your boss?”Do you think we should see your boss?”

““With the reach & frequency we discussed With the reach & frequency we discussed and our targeting …”and our targeting …”



““Oh please, the bank can afford it!”Oh please, the bank can afford it!”““You only You only thinkthink we’re expensive …” we’re expensive …”““Let me tell you a funny story about how we …”Let me tell you a funny story about how we …”““Do you think we should see your boss?”Do you think we should see your boss?”““With the reach & frequency we discussed With the reach & frequency we discussed

and our targeting …”and our targeting …”

“ “ I’m sure you’ll be able to manage it.”I’m sure you’ll be able to manage it.”



Controlling ChallengesControlling ChallengesAvoidAvoid

Communication “Roadblocks”Communication “Roadblocks”

• Criticizing Criticizing • DiagnosingDiagnosing• DivertingDiverting• Inappropriate questioningInappropriate questioning• Logical argumentLogical argument• ReassuringReassuring


Controlling ChallengesControlling Challenges Acknowledge ConcernsAcknowledge Concerns

• It’s too expensive!It’s too expensive!

You think your budget won’t allow you You think your budget won’t allow you to increase the TV mix.to increase the TV mix.



• The commercial we ran four years The commercial we ran four years ago may not have been high-quality ago may not have been high-quality but it was one we could afford!but it was one we could afford!

You’re concerned that a higher quality You’re concerned that a higher quality commercial will be too expensive.commercial will be too expensive.



• I’ll have to talk to the bank president I’ll have to talk to the bank president before I approve a 13 week TV before I approve a 13 week TV schedule!schedule!

You’ll need his approval to finalize the You’ll need his approval to finalize the plan.plan.



• HearHear the “heart” of the message the “heart” of the message

• If appropriate, If appropriate, paraphraseparaphrase the message the message

• Then, answer or respond to the challengeThen, answer or respond to the challenge


For example:For example:

Client:Client: … … it’s too expensive!it’s too expensive!

Response:Response: “You think your budget won’t “You think your budget won’t allow you to increase the TV mix . . .allow you to increase the TV mix . . .






. . .. . . At first glance it may seem At first glance it may seem expensive, but our plan will provide expensive, but our plan will provide more value than your present more value than your present allocations.“allocations.“






. . .. . . A radio spot may be A radio spot may be cheaper, but in the long run, cheaper, but in the long run, considering radio’s impact vs. TV, considering radio’s impact vs. TV, it’s more expensive.”it’s more expensive.”






. . .. . . We can tailor your schedule We can tailor your schedule so you reach your best prospects.”so you reach your best prospects.”



Controlling ChallengesControlling ChallengesCommunicate About The CommunicationCommunicate About The Communication

ImpasseImpasse

ConflictConflict


Controlling ChallengesControlling ChallengesCommunicate About The CommunicationCommunicate About The Communication

MetacommunicationMetacommunication• ““It looks like we don’t see eye to eye It looks like we don’t see eye to eye

about . . . how about if I . . .”about . . . how about if I . . .”

• ““I don’t think I’ve convinced you that . . . I don’t think I’ve convinced you that . . . so let me . . .”so let me . . .”



SummarySummary1.1. Avoid communication “roadblocks”Avoid communication “roadblocks”




Criticizing Criticizing

DiagnosingDiagnosing

DivertingDiverting

Inappropriate questioningInappropriate questioning

Logical argumentLogical argument

ReassuringReassuring




2.2. Acknowledge concernsAcknowledge concerns- - HearHear the “heart” of the message the “heart” of the message

- If appropriate, - If appropriate, paraphraseparaphrase the message the message

- Then, answer or respond to the challenge- Then, answer or respond to the challenge




2.2. Acknowledge concernsAcknowledge concerns

3.3. Communicate about the communicationCommunicate about the communication




2.2. Acknowledge concernsAcknowledge concerns

3.3. Communicate about the communicationCommunicate about the communication-- “It looks like we don’t see eye to eye “It looks like we don’t see eye to eye

about . . . how about if I . . .”about . . . how about if I . . .”



. . . Value?. . . Value?



. . . Value?. . . Value?• Increase client understandingIncrease client understanding




• Grow your station’s credibilityGrow your station’s credibility





• Increase sales … Build businessIncrease sales … Build business





• Increase sales … Build businessIncrease sales … Build business

• Station becomes an informationStation becomes an information clearinghouse clearinghouse


Thinking On Your FeetThinking On Your FeetNext StepsNext Steps

1. Set professional development goals1. Set professional development goals RealisticRealistic

S-t-r-e-t-c-hS-t-r-e-t-c-h


1.1. Set professional development goalsSet professional development goals

2.2. Try out new techniques and skillsTry out new techniques and skills



1.1. Set professional development goals Set professional development goals


3.3. Look for opportunities to practiceLook for opportunities to practice



1.1. Set professional development goalsSet professional development goals



4.4. Find ways to get relevant feedbackFind ways to get relevant feedback



1.1. Set professional development goals Set professional development goals



4.4. Find ways to get relevant feedbackFind ways to get relevant feedback

5.5. Adopt a “lifelong learning” mindsetAdopt a “lifelong learning” mindset



Thinking On Your FeetThinking On Your FeetFacts . . .

3 Keys toThinking On Your Feet

A. Structuring the message- T-Bar, Star, Cues

B. Engaging Clients- Building blocks, Grabber, Style

C. Controlling challenges- Avoid Roadblocks- Acknowledge concerns- Metacommunicate

• Inform• Persuade• Build business

• Practice• Get feedback• Work hard


FACTSFACTS

An important part of the story . . .An important part of the story . . .

. . . The rest is up to you . . . The rest is up to you



Practice

Get feedback

Work hard

1fact americans spend more time with tv than with all other media combined (minutes) television...

Documents

message planning

spot tv mix

client responses4

client responsesthinking

messageclient analysis1

complex message2

yearend bonus chance

complex messagethinking