adtech sf 2012 what buyers want by kendall allen
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What Buyers Want
How Not to Piss Off a Brand Marketer
Presented by:Adam Kleinberg, Founder and CEO, TractionSkip Brand, CEO, Martini MediaTamara Bousquet, EVP, Media Director, MEA DigitalLucy Jacobs, COO, Spruce Media
Moderated by:Kendall Allen, Principal, Influence Collective, LLC
April 3, 2012San Francisco
Who Are We?
• Kendall Allen– Agency-side
career– Client and business
developer– Deal maker– All seats at the table– Integrated perspective– Trainer of buyers and
sellers– Discussions among
professionals striving forexcellence
Who Are We?
• Adam Kleinberg– Founder and CEO,
Traction– Creative agency– Integrated digital– Principal decider– Complex buying
outlook– Path brings scope,
scrutiny, perspectiveon buy/sell
Who Are We?
• Skip Brand– CEO, Martini Media– Selling and deal making
backbone of his career– Been at it for 20 years– Innovator and risk taker– Principles, relationships,
reputation– Point of view on every
aspect of doing it right
Who Are We?
• Tamara Bousquet– EVP, Media Director,
MEA Digital– Agency-side pitch
artist– Client leader– Lists of top people
among our brood– Like Adam, integrated
chops, integrated role– An eye for the buy and
the sell
Who Are We?
• Lucy Jacobs– COO, Spruce Media– Performance Media– Art of the sell, command
of the intricacies, butalso the role of trust inbuilding business
– Numbers indicate sheknows what time it isand may have somewisdom to share
What Do These People Know?
• Our business is complicated -- but that is an exhilarating opportunity
• Never an excuse to not be on your game • Countless roles to execute to make marketplace
thrive• Economy is reliant on relationships at every turn• The buy/sell is one of the most pivotal• We all live and breathe client and partner
business, no matter where we sit
What Do These People Know?
• We must do right by our clients• We must do right by our business, our company• Transcend the transaction• You take your relationships with you; life’s work• The proposition is mutual• Perils, approaches, best practices and words to
the wise -- learned on the way up and mentored onward
Adam and Skip
Guidelines to Hazardous Selling
Don’t ankle-bite
Have a sales philosophy good or BAD
ORDER
“Ass”umptions
Opportunity
The Thoughtless Order
Lunch for Admin’s
Internal Sales Lead
External CategoryExpertResources
Trust
Decision Maker
Dear CMO,
I hate the agency, hopefully you will buy direct from me.
P.S. All of their ideas are mine!
Buzz word BINGO
Exact Solution“Largest”
Give Jeans Not Time Nor Solutions
Relationship
Good Sales Philosophy
Opportunity
Resources
Decision Maker
Exact Solutions
Relationship
Travels
to theme
parks
100K+ HHI
Family
Where Influence Meets Affluence™
Audience Survey Data
How often do you visit Disney Land themed amusement parks and or hotels?
Very Frequently Often Sometimes Never
NEXT QUESTION
Advertisement
Online Audience Data
1st Party DataOffline Data
HH Spending Behaviors
$$
$
$
$
DISNEY
MARTINI MEDIA NETWORK
Opportunity: Educate Not Sell
Resources: Become and Find Experts!
Decision Maker: The Sales Funnel
AWARENESS
CONSIDERATION
PERSUASION
SALESDirect Response
Branded Solution
Branding Response
Exact Solution: Listen and Learn
VIDEOVIDEO
Martini Media Brings Your Campaign to Life
SOCIALSOCIAL
mShare™ Brings Your Campaign to the
Conversation
Allows users to share the Ads they love across Facebook, Twitter & email.
Works with any existing flash banner or custom unit.
Fully customizable
Users Can Share their Favorite Ads with Friends via mShare Toolbar
Relationship: Get to Know
Tamara and Lucy
The Basics, a Step Up… and Best Practices
Basic Expectations
• Do Your Homework– Know the agency or the brand– Know the person you’re meeting with;
LinkedIn • Be Relevant
– Know the agency’s (active) clients; the brand’s marketplace
• Be Efficient
• Be respectful of time– Stay focused/on-point– Know your (own) product
A Step Up
All of the Basic Expectations, plus…
•Provide Value!– Send interesting industry articles… just as an FYI– Send case studies, worth sharing; ammunition to
support inclusion on upcoming campaigns
•Build a Relationship (vs. Being a Sugar Daddy)
– Be a resource, first– Get to know the agency or brand people you’re
working with, professionally
A Seasoned Sales Person
All of the above, plus…
Be a Superstar– Be educated about all things; be relevant– Respectful of time– Focused– Personable– Accountable– Creative but relevant– Not pushy
Other Best Practices
• Plan Ahead ~ Everyone is Busy!– Set up meetings at least 2 weeks in advance– Reach out a week before and find out if there is a
topic of focus– Confirm meeting 48 hours prior; be courteous
• And, if bringing lunch, check dietary restrictions
– Check out the LinkedIn profiles of the people you’re meeting with; easy resource, ice-breaker
• What NOT to Do!– Don’t try to be everything to everyone– Don’t be offended/repetitive if there isn’t a current fit
Agency Person Etiquette
• Be Informative– Provide a 5-minute download on active clients, 3 most
important areas of focus
• Be Respectful and Responsive– Of time… of position… of resources… follow up on emails,
RFP’s, all promises and commitments
• Be Attentive– Don’t just be a warm body in the room… computers off
• Don’t be a Media Whore!– Don’t expect things; be grateful for perks our industry offers
and send thank you notes
Thank You
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