Welcome to the

2000 TVB Research Conference

“I am having trouble with TVScan!”“I need estimates for 1st qtr.”“I need our budget spreadsheet by COB”

“Med

ia Cen

ter”

“18-49…Men 25-54…”

““How do I get our news estimate up”

How do I get our news estimate up”

“New business development”

“Hisp

anics

”

““NSI”NSI” “Are overnights ready yet?”“Can you do this?”

STOP!

How can I better How can I better utilize my utilize my

research to makeresearch to make MORE MONEY?MORE MONEY?

A Day In The Life…

Television Account

Executives

…actually a week in the life of

Monday...• Corporate wants the biz you will write this week

• New business development

• Avails (last minute requests…of course)

• Follow-up on pending business

• Post 3rd Quarter McDonald’s

• Emergency of the day

• Oh yes, pull some qualitative research

• Corporate wants the biz you will write this week

• New business development

• Avails (last minute requests…of course)

• Follow-up on pending business

• Post 3rd Quarter McDonald’s

• Emergency of the day

• Oh yes, pull some qualitative research

Tuesday...• Write orders

• Minimum of 3 appointments today

• New business development

• Avails

• Follow-up on pending business

• Post 3rd Quarter Ford and add in bonus weight

• Bonus schedules for unsold inventory this week

• Oh yes, pull some qualitative research

• Write orders

• Minimum of 3 appointments today

• New business development

• Avails

• Follow-up on pending business

• Post 3rd Quarter Ford and add in bonus weight

• Bonus schedules for unsold inventory this week

• Oh yes, pull some qualitative research

Wednesday...

Thursday...

Friday...

…And what about you?

Teach thenew dogseverything

Teach the old dogs new tricks

To save time……Let’s go back to the

Basics

What will we cover?What will we cover?

Client Needs AnalysisClient Needs Analysis

Qualitative ObjectivesQualitative Objectives

Prioritize Your TargetsPrioritize Your Targets

Presentation FormatsPresentation Formats

SuggestionsSuggestions

ClientClientNeedsNeeds

AnalysisAnalysis

Client Needs Analysis (CNA)Solid marketing foundation

Partial23%

1%

Don't Have76%

Some AE’s have either partial orcomplete Needs Analysis on lessthan 25% of their account list.

Some AE’s have either partial orcomplete Needs Analysis on lessthan 25% of their account list.

CNA helps find client’s level of interest in qualitative data

CNA defines client’s current & potential customer

CNA determines what media mix is being used and what % of the budget each represents

CNA ascertains the client’s budget cycles

CNA provides a good frame-work for a great presentation

CNA will save you and the AE TIME

Complete

What I Need To AskWhat I Need To Ask

Who is your customer?Who is your customer?

Your competition?Your competition?

Your media mix? ($’s or %)Your media mix? ($’s or %)

Dissect the highest $ or %Dissect the highest $ or %

Do you have a web site?Do you have a web site?

Save Time By Categorizing AccountsCNA makes it easy

Long Term- A major % of dollars are being spent in one medium. Long term due to: contracts, decision-making structure, etc.

Mid-Range- Opportunity to shift dollars from other media/budgets, i.e. promotions, co-op or vendor.

Short-Term- The goal is to obtain a higher share. Virtually no barriers. Accounts with quarterly media plans.

Quick-Hit- Small, new business development. On-going information based program of supplying one-sheets and category specific mini-reports.

QualitativeObjective

Qualitative Objectives1. Clients spending no $ in your medium

2. Clients using the wrong media mix

3. Clients reaching the wrong demo

4. Help get on a buy or get a higher share

PrioritizeYour

Targets

Save Time By Prioritizing Accounts

The Four D’sThe Four D’s1 DDecision Maker ecision Maker Access?Access?

2 DDollarsollars Available vs. Allocated?Available vs. Allocated?

3 DDates ates Planning & Budgets?Planning & Budgets?

4 DDesireesire Willingness to Change?Willingness to Change?

BillAD MANAGER

Newspaper23% allocated

FrankACCOUNT SUPERVISOR

AGENCY

BeckyACCOUNT EXECUTIVE

AGENCY

SamMEDIA BUYER

AGENCY

MonicaAD MANAGER

Broadcast12% allocated

MikeAD MANAGER

Radio7% allocated

CathyAD MANAGER

Direct Mail20% allocated

MichelleAD MANAGERYellow Pages7% allocated

SteveAD MANAGER

Other31% allocated

JimDIRECTOR OF ADVERTISING

How will this affect sales, people?Allocates Budgets

JoeVP OF ADVERTISING

How will this affect sales Jim?Has the $$$

BobVP OF MARKETINGWho is our customer?

Can affect JOE

SueVP OF MERCHANDISING

What products will sell?Great vendor opportunity

BettyVP OF CO-OP

Where is the nearest bridge?Can help with tie-in promotions

I.M. InchargeDECISION MAKERYour data is FREE?!

Holds 4 VP's accountable

The more people between you and the decision maker, the more time it takes…and the less chance youhave for success.

We spend waytoo much time

here

#1D

Want A Piece Of Pie?

Other - 30%

D.Mail - 20%

Print - 22%

TV - 11%

Y.Pages - 6%

Radio - 10%

““THE AVAILABLE DOLLAR”THE AVAILABLE DOLLAR”

National averages say an advertiserwith a $500,000

budget will allocateonly $55,000 to

Television.

#2D#2D

Want A Smaller Piece?

My Competition

80%

My ShareAn $11,000 order forthe good guys! 20%of the allocated TV

budget, but it represents 2.2% of the availableadvertising budget!

““The Allocated Dollar”The Allocated Dollar”

#2D#2D

We fight for 11% of a client’sadvertising budget!

Spend time on the 89%being spent in other media!

Save Time By Staying In Front of The $’s

##3D3D

Our budgets for 2001have been approved.

We could have alittle bit for your

medium. Send mea set of avails.

We just put our 2001 budget meeting on the calendar. We will start in November and will

finalize budgets by January 2001.

Which discussion would you like to have with your client?One of the most important questions on your Client Needs Analysis forms:

WHEN ARE BUDGETS FINAL?

#4D

I consideranyone witha driver’slicense atargetcustomer...

Boy, this stuff is great! But…you know I still need to meet my tabs...

I don’tneed toadvertise...

I would beglad to spendan hour withyou to talkabout mybusiness...

Cut through all the “Bull_ _ _ _” andconcentrate on the clients that truly have adesire to change the way they market their

company. Spend the time on clientswho will listen and learn from your research.

Presentation

Powerful Presentations Have a completed CNA Know who will be attending Use a multi-media and a multi-

source presentation Receive as much information from

the client as you present Stay away from “demos” Track past years’ data Use graphs and charts Add color when possible Maintain a consistent format

20

27

44

30

38 38

4542

32

0

10

20

30

40

50

60

70

Store #1 Store #2 Store #3

1997 1998 1999

Save Time Doing Presentations Long Format

5% of all presentations should be long format Key decision makers-board of directors-owners-etc.

Short Format 95% of all presentations should be short format 95% of all presentations should be short format

No more than 8-10 pages (including cover)No more than 8-10 pages (including cover)

Category Templates Let AE’s know a presentation is availableLet AE’s know a presentation is available Easy to change for a new client within the categoryEasy to change for a new client within the category

Save Time With Follow-Up

At least 2-3 follow-up presentations Develop a solid relationship with the decision maker Keeps your station/AE top-of-mind Number one reason AE’s don’t get the order (wasted time)

Introduce media preferences Show client strengths and weaknesses Media synergy (Quickly show strength of your station)

You are the “Marketing Consultant” Your clients will start to call you for advertising advice Your AE’s get more selling time with decision makers

Suggestions

Time Saving Suggestions

Account Executives–Make it easy for them to use the data

–One Sheets (Create a library/train AE’s)

–Presentation templates

–One on one training (use your vendor)

–Constant communications

Account Executives–Make it easy for them to use the data

–One Sheets (Create a library/train AE’s)

–Presentation templates

–One on one training (use your vendor)

–Constant communications

Time Saving SuggestionsResearch Directors

–Get your managers involved

–Let AE’s know when there’s a new category presentation

–Keep your research product top-of-mind

–Teach AE’s how to use the software

–Don’t ever hesitate to call your vendor

Research Directors–Get your managers involved

–Let AE’s know when there’s a new category presentation

–Keep your research product top-of-mind

–Teach AE’s how to use the software

–Don’t ever hesitate to call your vendor

Your Research,Other Departments

Utilize Research In Other DepartmentsUtilize Research In Other Departments News DepartmentNews Department

Profile their News viewers…and their competition’s. “Most Often” questions for tracking loyalty. Revisit questions from their own research product.

Programming DepartmentProgramming Department Audience composition analysis. Lead-in strengths and opportunities. What syndication will work in your market…and where on the station?

Promotion DepartmentPromotion Department How do I best spend my syndication co-op? Where do I find my loyal viewers? Who watches the other station’s News most often? Which radio stations do I buy for the sweeps? What areas of my station do my News viewers and theirs watch?

If you can saveIf you can save

While you make moreWhile you make more

That’s a better use of your research!That’s a better use of your research!

Any Questions?Thank you for your time!