If youre not totally clear about the purpose of what youre doing, you have no chance of winning.
Housekeeping
No Cell Phones or Computers breaks are scheduled throughout the day Record AHAs so you can remember, share and act on them copying and borrowing ideas is good Out of the box ideas & thinking are highly encouraged no judging, challenging, evaluating or criticizing Participation Rules
Agenda
3 Words
3 Words Part 2
Purpose
It all comes down to purpose. Within the organization. With our customers.
People love to win. If youre not totally clear about the purpose of what youre doing, you have no chance of winning.
T T T T
communication, cooperation and engagement. Our individual office silos are crumbling. Work no longer has clear boundaries. Constantly shifting definition of our jobs. Which of you are doing only what you were hired to do? Organizations are in constant morph mode. The ability to be successful, relaxed and in control during these fertile but turbulent times demands new ways of thinking and working.
The wind and waves are always on the side of the ablest navigators. -Edward Gibbon
SWING
T Your ability to generate power is directly proportional to your
ability to relax. Its a condition of working, doing and being in which the mind is clear and constructive things are happening.
How does the water respond? Totally appropriately to the force and mass of the input; then it returns to calm. It doesnt overreact or under react.
that they havent yet transformed all the stuff theyre trying to organize. As long as its still stuff, its not controllable. T We need to transform all the stuff were trying to organize into actionable stuff we need to do. You need to get into the habit of keeping nothing on your mind. The way to do that is not by managing time, managing information, or managing priorities.
of the incomplete, undecided, and unorganized stuff functions much like RAM on a personal computer.
T As soon as you attach
a should, need to, or ought to to an item, it becomes incomplete and your brain continues to remind you to do it.
Processing Stuff
are involved. T Vertical control, in contrast, manages thinking up and down the track of individual topics and projects.
T The goal for managing horizontally and vertically is the same:
To get things off your mind and get things done. (We will use this same philosophy today with our sales approach in the field and our clients overall advertising campaigns)
There is usually an inverse proportion between how much something is on your mind and how much is getting done.
Outcome Thinking
The same structure applies to client campaigns, designing creative, determining operating procedures, everything
What
More Customers (Gain)
Why
More Money, Market Penetration
How
Aggressive Calling on NonAdvertisers, Special Promotions to NonAdvertisers Increase digital aptitude of generalist reps to encourage multimedia solutions, measure % of digital + print customers and increase goals, incentivize hitting digital goals Outcome based selling solutions, ContributionAttribution Selling
Print revenue is declining, consumers are consuming media across many platforms
T Current State
Keep the company in growth mode, allows opportunity for incubation of new ideas
T Desired State
If you dont know where youre going youre never going to get there.
Diverse product portfolio, careful monitoring of product scorecards, superior back end campaign analytics, optimization and customer contact
Effectiveness of Training-ROI
T After a training event what percent of participants
___ did not try the learned behavior at all ___ tried the learned behavior but gave up ___ adopted the learned behavior and got positive results
You are driving down the road in your car on a wild, stormy night, when you pass by a bus stop and you see three people waiting for the bus: 1. An old lady who looks as if she is about to die. 2. An old friend who once saved your life. 3. The perfect partner you have been dreaming about. Which one would you choose to offer a ride to, knowing that there could only be one passenger in your car?
Think.
This is a moral/ethical dilemma that was once actually used as part of a job application. You could pick up the old lady, because she is going to die, and thus you should save her first. Or you could take the old friend because he once saved your life, and this would be the perfect chance to pay him back. However, you may never be able to find your perfect mate again.
The candidate who was hired (out of 200 applicants) had no trouble coming up with his answer. He simply answered: 'I would give the car keys to my old friend and let him take the lady to the hospital. I would stay behind and wait for the bus with the partner of my dreams.' Sometimes, we gain more if we are able to give up our stubborn thought limitations.
Opportunity $$$$
The UT has the largest digital sales force in San Diego Now what are we going to do with it?
Creating, voting on ads (real-time involvement in advertising) Time/location shifting (DVRs Podcasting, On Demand Streaming) More Sophisticated Younger demographics, more use of media technology T Everyone Trying to Keep Pace New Touch points with customers Building communities, finding brand advocates Creating/experimenting with new channels of communications Testing ways to reach & target consumers Adjusting budgets to accommodate interactive media/creative Leveraging assets across multi-channel opportunities Decisions based on media accountability Need educations (behind the curve)
Creative Development
Participatory Advertising
Execution 15%
Principle: You wont see how to do it until you see yourself doing it.
Action Steps
Why
More Money, Market Penetration
How
Aggressive Calling on Non-Advertisers, Special Promotions to NonAdvertisers Increase digital aptitude of generalist reps to encourage multimedia solutions, measure % of digital + print customers and increase goals, incentivize hitting digital goals
Print revenue is declining, consumers are consuming media across many platforms
Keep the company in growth mode, allows opportunity for incubation of new ideas More revenue, repeat, long term advertising dollars, referral business
Diverse product portfolio, careful monitoring of product scorecards, superior back end campaign analytics, optimization and customer contact
S.M.A.R.T Goals
Specific Measurable Attainable Relevant Time bound
$250
T 2nd Place
$150
T 3rd Place
$100
3rd Place
Mission:
For many families, single parents and seniors there is often the choice of paying the rent or buying groceries. For the homeless, finding something to eat can be an all-day mission. The Salvation Army reaches out every day to help those in need with food. They offer emergency food boxes to qualified applicants. They provide meals for seniors every weekday for a suggested donation. No one is ever turned away. In collaboration with community partners, they feed the homeless Monday - Friday evenings. They provide a community Thanksgiving and Christmas dinner . . . and much more.
Budget:
$30,000
Online Products T (4) Online Post-It Note for 24 hours on the News Pages
T
T T T T T T T T T T
(once a week on Mondays) $800 each Delivery Dates: 11/28, 12/5, 12/12, 12/19 Expanding Video Banner Ads 360,000 Impressions 30 Day Delivery from 11/25-12/25
Total: $3200
Total: $5040
Display Banner Ads (Leaderboard 728 x 90 and Big Box 300 x 250) 400,000 Impressions Total: $4000 Flight Delivery: 11/24-12/25
T T T T T
Members Promotion Subscriber Email Blast 80,000+ Opt-in Subscribers Delivery Date: 11/28
Total: $1995
Budget:
$30,000
T
T T T T T T T T T T T T T T T T T
Print Products
Post-It notes on cover of Paper Delivered to top 10-15 zip codes ranking high in charitable giving. (4 distribution drops) $1912/each Total: $7648.00 Delivery Dates: 11/23, 11/27, 12/4, 12/18 2x7 Newspaper Ads 2 full color ads per week for 4 weeks (Sunday and Wednesday s Food) 8 ads over 4 weeks $1078/each Total: $8624.00 Delivery Dates: 11/27, 11/30, 12/4, 12/7, 12/11, 12/14, 12/18, 12/21 2x7 Enlace Ads (4) Full color ads on Saturday for 4 weeks $168/each Delivery Dates: 11/26, 12/3, 12/10, 12/17
Total: $ 672.00
Final Budget
Results
T Results are still being measured for the 2011 holiday season. BUTT The donations received from this campaign helped to provide a
holiday dinner for over 1,000 People at Golden Hall right here in San Diego.
T http://www1.usw.salvationarmy.org/usw/www_usw_sdm.nsf/vw-
text-dynamicarrays/1B26C32510F7F61B88257975007F3991?openDocument&cha rset=utf-8
T AND- helped to provide holiday meals throughout the season to
2nd Place
Client: Car Country Carlsbad Objective: Drive traffic to www.carlsbadcarcountry.com. Call To Action: Search for used vehicles/shop online immediately & Attend Weekend Onsite Sales Event.
Campaign: Car Country Carlsbad Summer Sale Campaign Strategy: Use UTSanDiego.com Banner ads & Yahoo BT RoadBlock Sliding Bill Board/ Mobi.UTSanDiego.com and Print ads/ Hang Tags/ In-Store Beach Ball Promotion Revenue: Total Revenue of Campaign - $22,000 Results: Impressions/CTRs
utsd.com 300x100 ad
AutoTakeover/Sports/News/Auto/Business
http://sos.impactengine.com/projects/preview/126869/1/?width=300&height=100
utsd.com 300x250 ad
AutoTakeover/Sports/News/Auto/Business
http://sos.impactengine.com/projects/preview/126838/1/?width=300&height=250
AutoTakeover/Sports/News/Auto/Business
http://sos.impactengine.com/projects/preview/126863/1/?width=728&height=90
http://sos.impactengine.com/projects/preview/127092/1/?width=800&height=1000
SUMMER SALE
$12,995
AND OF COURSE
CAMPAIGN RESULTS:
The Results: The Banner ads were effective in driving traffic to www.carlsbadcarcountry.com and creating brand awareness. The overall goals were achieved, the campaign generated visitors to the site, increased leads to the individual dealers and increased traffic (and sales) to the auto mall during the promotion weekend. TOTAL IMPRESSIONS DELIVERED: 1,665,637 AVG. CTR: 0.06% BEST PERFORMING BANNER: News-Sports-Business 300x250 188 clicks 0.06% Avg. CTR BEST PERFORMING CAMPAIGN: Mobile Banner with 137,308 impressions delivered 312 Clicks 0.23% Avg. CTR
SALES: Car Country sold 184 New Vehicles and 80 Used Vehicles = 264 total
1st Place
Honorable Mentions
T Dan Monzet Cadillac T Pam Naiman Calumet Photography T Jackie Flynn Midway Jeep T Katherine Annunziata TJ Maxx T Kathy Anderson Pacifica Real Estate Silhouette T Marjolein Rust Direct Carpet Unlimited T Kevin Sheehan Hooters T Diana Molina Appliance Alley T Kevin Drolet Coles Fine Flooring
San Diego
UT Sales Goal To be the largest, most knowledgeable media sales force in San Diego, selling the best products, producing the best results and having more customers than anyone else.