By Kevin Gephart My post on Handling Handling Collections During a Disrupted Market generated this question from a reader. I have a client that has had a perm’d billboard for a while. Because this past year was especially rough they have fallen behind in payments and their annual contract is […]
By Kevin Gephart Assuming you have diversity of personality-types within your sales department, make a formal determination of which rep fits into which of the four basic personality types: drivers, expressives, amiables, or analyticals. (If you’d like more info on these personality types, send me an email). Understand which category […]
By Kevin Gephart (I hope any sales rep readers will forgive me if I put on my management hat. I spent over a third of my career in management.) Any compensation plan that disadvantages either party will eventually disadvantage both parties. I’ve resigned from a number of rep positions because […]
By Kevin Gephart Your renewal window starts now! How you execute your new OOH sale will competition-proof, and either secure or hinder, your renewal. Every client, in the back of their mind, wonders if the program will go off as planned. Build confidence by providing them a critical path which […]
Be sure you’re talking to the “true” decision maker. Some “decision makers” can decide an ad size but don’t have the authority to move print dollars to OOH. Help prospects buy. Advertisers only negotiate for what they want. They don’t want billboards; they want what billboards do. Assure them, based […]
These thoughts are adapted from a breakthrough book “A Technique for Producing Ideas” by James Webb Young. To paraphrase, we aren’t selling OOH space, we are selling ideas. Producing ideas is a very specific process based in some very deep, proven psychology. It is as specific as the production of […]
(For this column I surveyed some buyers of OOH about their “likes” / “dislikes” about market rides. A giant “thank you” for your contributions!) A big OOH sales competitive advantage is the market ride. Be it general market intro or review of proposed units, getting face time with key decision […]
Roadside digital billboards are as old as US commercial TV was in 1971. Its mind boggling to imagine the growth ahead of us!! Sadly, little has changed with advertiser’s creative use of DOOH ad space. The future belongs to marketers who deliver Moment Marketing (real-time) to mass-reach audiences. (Search: Moment […]
Direct mail has two distinct categories: An advertisers’ current customer base/list “Prospecting” direct mail; targeting people that don’t have a nexus with the advertiser. This column will cover selling against “prospecting “direct mail. Based on ad results, this should be the very easiest to sell against. The average response rate […]
Last week I discussed how to sell out of home versus local radio. Today I’ll talk about selling out of home versus print advertising. Consumer print advertising encompasses many forms, including but not limited to newspapers, magazines, journals. I doubted the current impact of print advertising. I found consumer print advertising […]
