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 […]
Last week I discussed how to to sell out of home versus local cable TV. Today I’ll talk about how to sell out of home versus local radio. To sell against various media, begin with the data-gathering stage. Never take direct aim at a prospect’s media choices, ask “What do […]
By Kevin Gephart Last week I discussed the top out of home sales objection – it costs too much. Today I’ll discuss 5 more out of home sales objections and how to handle them. I need more time to tell my story “Your 7 to 10 words on billboards doesn’t […]
By Kevin Gephart If you’re batting 1,000 you’re playing in the little leagues. Objections are minimized with thorough data gathering and an effective proposal, but there will always be some unforeseen hurdles. Effective objection handling increases your closing ratio and lays the groundwork for future business. It’s never no…it’s only […]
Last week I reviewed the first 4 parts of a killer OOH sales proposal: Needs and Objectives Rationale. Why Out of Home Why Your Company Today I’ll cover the last four parts of a killer sales proposal. 5. Creative Clients spend 80% of their efforts on “where” to advertise and […]
Selling is the changing of minds; a sales proposal is the playbook for that change. After the data gathering meeting return with a proposal for the client within 2 to 4 business days. Get the client’s agreement about timing. The impact of your proposal declines every day you delay. If […]
