Print - Newspapers, Magazines, Yellow Pages. Outdoor - PowerPoint PPT Presentation

Loading...

PPT – Print - Newspapers, Magazines, Yellow Pages. Outdoor PowerPoint presentation | free to view - id: 9cf0-MzRkY



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Print - Newspapers, Magazines, Yellow Pages. Outdoor

Description:

Print - Newspapers, Magazines, Yellow Pages. Outdoor - Billboard, Bus Shelters, Bus Benches ... Donnelly Yellow Pages San Gabriel Valley Tribune. EZ Ads Pix ... – PowerPoint PPT presentation

Number of Views:127
Avg rating:3.0/5.0
Slides: 26
Provided by: afcp
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Print - Newspapers, Magazines, Yellow Pages. Outdoor


1
HandlingCompetition Part I
April 15, 2007
  • with Elaine Buckley

2
Handling Competition
Our Mission today is for you to
  • learn and better understand your Competitors
    differences!
  • be able to provide a clear selling strategy,
  • making it easier when dealing with
  • Competitive pressures!

3
The Agenda Today
I. Three Schools of Thought on Competitors
II. Review Different Types of Competitors
III. The Five Most Valuable Words
IV. Your Product Features
V. Other Supporting Tools/Methods
4
3 Schools of Thought on Competition
  • DONT MENTION COMPETITION UNLESS
  • THE CUSTOMER DOES.
  • Every time you do, you encourage the customer
    to think,
  • Perhaps I should take a look at this competitive
    product, they are obviously threatened by it

Dont Mention It!
  • DONT TRY TO UN-SELL THE COMPETITION
  • No matter how tempting it is to discourage an
    Advertiser from using a competitive product by
    reviewing their weaknesses,
  • Dont do it!, instead encourage them to try
    your publication because of your strengths.

Dont Unsell It!
  • DONT IGNORE COMPETITION and SELL PROFESSIONALLY
  • Acknowledge competition, and then get on with
  • the benefits of the Shopper and its products.

Dont Ignore It!
5
Words of Caution!
  • Every adverse comment must have a
  • basis of fact. If you cant prove it
  • dont say it!
  • If you dont know how long or what the
    relationship with the competitor, to your
    advertiser, tread very carefully!
  • Remember be careful of violating
  • Anti Trust Laws

6
Many Different types ofCompetitors
Direct Mail - Other Shoppers, ADVO, Val Pak,
Money Mailers, Solo Mailers, Quarterly
Magazines Print - Newspapers, Magazines, Yellow
Pages Outdoor - Billboard, Bus Shelters, Bus
Benches Electronic - Cable TV, Commercial TV,
Radio, and the Internet
7
Who are Your Competitors?
Advo LA Times Cable TV Money
Mailer Chamber of Commerce Orange County
Register Community Newspapers Pacific Bell
Yellow Pages Coupon Express Trader
Publications Coupon Saver Pocket Coupon
Pack Daily Bulletin Recycler Desert Sun
Rent-A-Bench Dollar Saver
San Bernardino Sun Donnelly Yellow Pages
San Gabriel Valley Tribune EZ Ads Pix
Ads For Rent Magazine Val Pak ATT
Directories Yellow Jacket
And Many Many More!
8
Here are someGreat Competitive Sourcing
  • Newspaper
  • Yellow Pages
  • Coupon Mailers
  • Shoppers
  • Rack Publications
  • Direct Mail
  • Trade Magazines

Prospects who advertise in these vehicles believe
in Print media Pre-Qualified Prospects or Warm
Leads
9
Know Everything about your Competitor
Create a difference prove the value of your
Publication or RATES become the
sole negotiating point!
10
Introducing the5 Key Advantage Words
  • Targeting
  • Saturation
  • Readership
  • Reliability
  • Flexibility

11
The Definitions of the 5 Words
12
Do you know the Common Features of Your Paper?
13
What are your Features?
Raise your hand if your Paper offers
Targeting Zones, Demographic Profiles
Saturation Delivered to every home, Free
Readership Classified Ads Reliability Daily
or Weekly in the Homes Flexibility Different
Programs, Ad Sizes, etc
14
Congratulations! You can use the 5 Words to
Handle Competition!
  • Targeting
  • Saturation
  • Readership
  • Reliability
  • Flexibility

15
The Jose Taco Story!
16
Look at the Glaring Weakness !
17
Do you have the best of all Worlds Vs. your
Competitors ?
How does your Paper stack up?
18
Other visual examples to reflect your Papers
advantages over the Competitors
19
Coverage/Circulation Media Comparison
20
Readership StudiesMedia AuditsReadership by
Hispanics Read Past 4 Editions
Source The Media Audit Winter/Summer 2006
21
Here is your homework assignment Pre-Requisite
to H.C. Part II
  • Find out who and what your competitors are
    and what they do!
  • Identify their strengths weaknesses in
    comparison to yours!
  • Learn what they have to offer and make sure it
    is real and not a customer/rep perceptions!

Understand how to compete by knowing...
22
How the 5 Key Words support the Features of your
Paper!
Saturation
Readership
Targeting
With your Supporting Features
Reliability
Flexibility
The Answer to Handling Competitors!
23
Coming SoonH. C. Part II
April 15, 2007
24
Learn how to deal with Competitive Rate Pressures
by
Reasoning With Your Prospect
Citing the Dangers Of Buying Based on Rates
Weighing The Value Of Price Reduction v.s. Respons
e
Getting All The Facts
Not Panicking and staying calm
25
Thank You!Good Selling Everyone!
April 15, 2007
Write me if you have any questions! Ebuckley_at_Penny
saverusa.com
About PowerShow.com