Feature Story
Baltimore Sun Media Group hits the ground running and the ROI keeps coming!

As far as rollouts go, there are not many times when we can highlight a flawlessly implemented site.  However, the folks at the Baltimore Sun Media Group (BSMG) are a shining example of all the elements aligning to create success.

In the initial phases they managed to get all the major stakeholders involved and in agreement on rollout process and task assignments.  Led by Ad Director, Majors/National and Direct Marketing, Susan Duchin, the team at BSMG quickly named point persons to take charge of IT, Content Administration, Training and Accountability.  These are four of the major aspects to launching any new program.
The launch itself was an overwhelming success because there was buy-in and support from sales reps, sales managers and the executive team.  Management set clear expectations to reps on the ROI that they wanted to see from this investment in their selling success.

At the 30-day mark, their Ad VP gave us some feedback on their implementation: “…since the launch in Baltimore, we have done 93 presentations and closed 12 presentations totaling $146,916. I would say it’s a good ROI fast”. 

Now at the seven-month mark, BSMG is closer to the million-dollar mark in return on investment.  This is a phenomenal feat by a savvy team of professionals.  When there is support from all levels, an engaged content champion, a focus on training, and clearly-set expectations – there is no ceiling to the success stories you will find. 

If you would like tips on how to re-energize and motivate your reps using Immediate Best Practices, please contact your Success Manager at email success .

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Industry Update
In a tough economy, increase sales presentation volumes

In a tough economy, advertisers often cut back on spending. Increasing the volume of sales presentations has been one strategy for making up the difference.

E. W. Scripps Newspapers has found success with this strategy. Scripps achieved a 25% year-over-year growth in Immediate sales presentation volume in the first six months of 2009 compared to the same period in 2008. Notably, this volume increase was achieved with 8% fewer sales reps. Sales performance was heavily driven by success with new accounts, as Scripps achieved a 14% growth in revenue from new accounts compared with the same period in 2008.

The January-June tally of Immediate sales presentations to advertisers was 10,394, up from 8,324 for the same period in 2008. “Increasing presentation volume is important,” said Linda Sease, Newspaper Division Director of Marketing, “because in this economy, you have to get business from more advertisers.”  The average sale this year is a little lower than in the same period last year. The presentation volume increase offset the lower average sale.

Each of the first two quarters showed strong year-over-year presentation volume growth, with momentum building in the second quarter. Immediate presentation revenue in the second quarter was the second highest total in the 19 quarters Scripps has tracked revenue performance.

What contributed to the volume increase? Scripps expects reps to do sales presentations and backs it up by tracking actual in-the-field presentation volumes and sales results. As basic as this seems, some media companies do not do this. Some expect it but don’t track it. Scripps began tracking presentation volumes and sales results in late 2004 and has increased sales presentation volumes every year.

Some other factors contributing to volume increase include committing to a hard-hitting, fact-based sales story and ensuring reps understand this story so that they can sell it.

Leverage local market sales energy with presentations. Sease set the plan in motion a year ago, calling for renewed focus on selling more effectively with their presentation management tool and using their new research studies for fresh leverage. If increasing sales presentation volumes works in a tough economy, it should work even better as the economy improves. By tracking sales presentation volumes and revenues, Scripps will know the answer.

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Success Tip from Katrina Browne
Check out our complimentary IQ report included with each newsletter and consider a group of reports. Add them to your Immediate slide library or present as a leave behind before your clients. Take advantage of the secondary research to and show your clients that you have a strong understanding of their industry. Also use them with new businesses in your market to help them understand the need for advertising.

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