BLITZ SALE SUCCESS STORIES "We did The WB Sales Blitz for 2 years and consistently add new advertisers to our air. It's a high energy environment in which I ring the bell when sales are made and have available a full line of prizes for the AE's when they achieve sales goals. It's a day well spent and I encourage everyone to give it a shot.“ Tom Breazeale, General Manager, WBG "The WB Blitz Day worked great on several levels. It provides us with a significant base of revenue and local advertisers; it's a great team building exercise; and it's a LOT OF FUN!” Teri Riley, Station Manager, KWFB “The Blitz Day was a fun and energizing event for the sales staff. We closed over $95,000 in 8 hours!” Bill Downs, General Manager, KWYP STATELINE’S CW PICKS A BLITZ DATE • Pick A Date - Schedule a firm date for the Blitz with your CW Regional Sales Manager. Make sure no account executives are on vacation that day. The Blitz day begins at 8:00AM and continues until after 5PM. •Create a Target List - Have each of your account executives list 100 advertisers who haven’t advertised on your CW station before, and designate 100 ‘Hot Prospects’ for each account executive, along with fax numbers and e-mail addresses. Sales Management should cross-reference each of the submitted lists for possible duplicates. The individual lists should be reviewed and approved no later than three weeks before Blitz Day. 2 WEEKS OUT “Seed” the interest – Once the lists are approved, have each account executive send out five pieces of collateral material (postcards, e-cards &/or flyers) to each of the 100 Prospects in the two weeks prior to the sale date. This will ‘seed’ their interest in the value of The CW demographic. The material should also tease that a ‘special offer’ will be made on the date when the Blitz Day is scheduled. Delivery of the collateral materials can be made either by e-mail or fax, and The CW will assist you in creating these materials. Confirm fax numbers and e-mail addresses at this time, for pre-call fax follow-up the night before the Blitz. CW SALES BLITZ E-CARDS AVAILABLE “Samples” of E-Card Phrases on front of card: “Some 93% of 21-year-olds carry credit cards…. Are they charging with you?” (with a picture of a Girl) “By the year 2010, more than 63 million Generation Y consumers will be old enough to drive.” (with a picture of Blair Waldorf from “Gossip Girl” ) “Where can you find a receptive audience of trend-setting, tech-savvy consumers with cash to spend?” (with a picture of Peyton, Nathan & Lucas from One Tree Hill) “Do you want a high-frequency, cost-effective way to reach customers who like spending money?” (with a picture of Tyra Banks) “37% of Generation X is married with children.” (with a picture of Debbie Wilson of “90210” “Generation Y is a group of 72 million Americans aged 10- 27 years old, spending $187 million a year…Are you getting your piece of the pie?”(with a picture of Annie Wilson from “90210”) “63% of first-time home buyers are under the age of 35… 18-34 year-olds account for 31% of domestic auto sales…Where can you reach them?” (with a picture of Lana & Clark from Smallville) SAMPLE FLYER Where can you find a receptive audience of trend- setting, tech-savvy consumers with cash to spend? On The CW… Are they getting your message? (Stay tuned…) SAMPLE FLYER Where can you find Clark Kent, Tyra and The King of Queens all in the same place? Only on The CW. Your customers are there, are you? (Stay tuned…) 1 WEEK OUT Establish Financial Goals – One week prior to Blitz day, create your sales package and set overall goals for the station and for each individual account executive. Review with your CW Regional Sales Manager – One week prior to the Blitz Day, review your Sales Package, your pricing and packaging strategy. Customize sales templates – One week prior to the Blitz day, take the Blitz Day sales fax sheet template provided and customize it to your pricing strategy. Continue to ‘seed’ the interest with flyers, e-cards and faxes to Potential Clients and Hot Prospects. Double check fax numbers. Provide incentives – Create incentives for the account executives based upon pre-established milestones: first package sold, most packages sold, etc. We encourage you to create an incentive package for Account Executives with locally acquired prizes and/or bonus cash. 9 HOUR SALE Only Available Thursday, January15 8am-5pm The Hottest Station in Town In only a short period of time, Stateline’s CW has established itself as one of the region’s most effective ways to reach the highly desirable CW demographic. Of all new TV channels (broadcast or cable) launched in the past decade, The CW has the most viewers. We at Stateline’s CW are very proud to be able to offer another successful TV station to our advertisers. For an extremely modest investment, you can harness the power of The CW with this special, limited-time opportunity. Powerhouse Programming The CW features some of the best-known, fastest-growing prime time programs on network television today. These programs include Gossip Girl; Smallville; 90210; Supernatural; America’s Top Model and One Tree Hill. Along with a great prime time line-up, The CW has also assembled a powerful mix of syndicated programs including; That70’s Show, King of Queens; Still Standing and Sex & The City.. The Package 39 Premium commercials will run M-F 5-9pm, Sat 2-6pm or Sun 3-10pm PLUS, you will also get: 30 BONUS* commercials to run in the Best Time Available (BTA) M-SU 6am-12am. Better than the Bonus spots you get on other TV, cable, or radio stations. On Rockford’s, your bonus spots are guaranteed to be placed between 6am and midnight. TOTAL Commercials per Package: 69 Package Price: $345 Average cost Per Ad: $3.92 Sale Day Bonus Buy 6 packages and get 2 extra BTA spots per package (426 commercials) OR Buy 12 packages and get 5 Extra BTA spots per package (888 Total Commercials) Reserve your space on Rockford’s Fastest Growing Station today.... Contact: Joe Viglietta @ 304-622-9839 (phone) or 304-623-9021 (fax) Business Name:__________________Number of Packages: ______ Customer Approval: _______________________________ Date: 9 HOUR SALE FINANCIAL METRICS 12 Pack 888 Commercials $3,241 $3.65 11 Pack 781 Commercials $2,968 $3.80 10 Pack 710 Commercials $2,698 $3.80 9 Pack 639 Commercials $2,428 $3.80 8 Pack 568 Commercials $2,158 $3.80 7 Pack 497 Commercials $1,889 $3.80 6 Pack 426 Commercials $1,619 $3.80 5 Pack 345 Commercials $1,349 $3.91 4 Pack 276 Commercials $1,079 $3.91 3 Pack 207 Commercials $ 810 $3.91 2 Pack 138 Commercials $ 540 $3.91 1 Pack 69 Commercials $ 270 $3.91 PROVIDE INCENTIVES TO YOUR CW SALES TEAM “Sample” Incentive Categories Session 1: 1st Sale of the Day Most Packages Most Clients Session 2 - Session 7: Most Packages Most Clients Most New Business Recap Session: Most Packages of the Day Most Clients of the Day Most New Business of the Day THE CW’S ONE DAY SALE •Tuesday afternoon: Call 100 Hot Prospects & Fax out package to those you want to have on their desk first thing in the morning. •Remember to use multiple fax machines for an effective process. •Wednesday until 8am: Continue faxing and e-mailing out package. Wednesday: 8:00am- 8:15am: Set goals for Session 1 8:15am – 8:45am: On the phone 8:45am – 9:00am: Rally/tally/review/set goals for Session 2 9:00am – 9:40am: On the phone 9:40am – 9:55am: Rally/tally/review/set goals for Session 3 10am – 10:45am: On the phone 10:45am – 11am: Rally/tally/review/set goals for Session 4 THE CW’S ONE DAY SALE Wednesday (cont.): 11am – 11:40am: On the phone 11:40am – 1:15pm: Break for lunch 1:15pm – 1:30pm: Rally/tally/review/set goals for Session 5 1:30pm – 2:15pm: On the phone 2:15pm – 2:30pm: Rally/tally/review/set goals for Session 6 2:30pm – 3:30pm: On the phone 3:30pm – 3:45pm: Rally/tally/review/set goals for Session 7 3:45pm – 5:00pm: On the phone 5pm: Recap SCRIPT FOR CW SALE Good morning (afternoon)! This is (your name) calling from WVWB-TV, Rockford’s CW. I’d like to speak to ________________ please. If unavailable, DON’T LEAVE MESSAGE. Say… When is the best time to call back? (Write down the time) Otherwise, proceed… Hello, this is (your name) calling from Rockford’s CW (Insert person’s name here), the purpose of my call is to talk about an exciting marketing opportunity involving our CW station.. Did you see the fax (e-mail) I sent you yesterday? (Whether yes or no, continue….) Well, while I have you on the phone, let me tell you what it’s all about. We have a special CW advertising package, which I want to make available to you. The pricing on the package is so extraordinary, let me give it to you right up front. You will receive 69 commercials for $345. The package guarantees placement in the popular 5-10 PM time period. This time period includes programs like “America’s Next Top Model”, “Gossip Girl”, “Smallville”, “90210” and “One Tree Hill”. Your commercials will also air in programs like “King of Queens”, That 70’s Show” and “Still Standing”. We can offer up to 12 packages to you. By committing to 12 units, you will get an extra 60 commercials added to the package. That’s 888 total commercials at $3.65 each. Can I reserve 12 units for your business? If the client says “yes” That’s great!!! To hold those for you, all I need is your approval on the confirmation. I will fax it to you and you just need to initial it and fax it back to me. Let me confirm your fax number...........(confirm number) Thanks, you have made an excellent advertising investment. If the client says no to the 12-unit package, go to this script Well, I’m sorry you can’t take advantage of the 12-unit package, but we can still offer this package on a smaller basis. If you purchase 6 units, you’ll still get 12 extra commercials added to the package. That would work out to 426 commercials for only $3.80 each. Would you be more comfortable going with a 6 unit purchase? SCRIPT FOR CW SALE If the client says no to the 6-unit option, go to this script OK, I understand that even 6 units may be a little beyond your reach. However, even without the extra discount you get with a larger purchase, I’d still like to remind you that each package includes 69 commercials for only $270. That is only $3.91 per commercial. I am confident this is the best buy offered for television advertising in this market. How many units would be within your comfort range? If a client says... “Thanks, but I don’t think it’s for me.” Then say... “You must have a reason for saying that, could you please tell me what that would be?” If a client says… “I’m not interested.” Then say... “That’s OK. I understand. Just so I can get a better idea of what it is that’s stopping you from participating in this package, could you please tell me what it is that you’re not interested in?” (Wait for response) If a client says... “I can’t make a decision today, I need to discuss it with my partner,” Then say... “I understand. Can I ask you a hypothetical question? If you were the sole decision maker, what would your decision be?” Or say... “If I ask you to rate this program 1 to 10, what would your level of interest be in the package?” If a client says... “I never make a decision on the spot.” Then say... “I understand. What we’re asking for is an indication of your level of interest.” ONE DAY AFTER Available for after your Sales Day ‘Thanks’ E-Cards - Send out to advertisers who did and didn’t purchase packages. THANKS! BEGIN YOUR BLITZ DAY! Blitz date (including day of week): Pre-Blitz preparations (describe materials sent to advertisers prior to event): Number of sales people who participated: Number on prospect list per sales person: Package used (pricing): Number of units sold today: Number of units pending: New advertisers (by category): Unique ideas/concepts used for Blitz: Staff’s perception of Blitz: Staff’s suggestions to improve next Blitz: Unexpected Bumps in the road today were: RSM’s thoughts on strengths & weaknesses of Stations efforts: Next Blitz scheduled for: Total dollars closed today were: BEGIN YOUR BLITZ DAY!
Pages to are hidden for
"Blitz Presentation09"Please download to view full document