How to Drive Measurable Results for Your Advertisers with Online Promotions

by Julie Foley Second Street

Download the Playbook

For even more information about how to drive measurable results for your advertisers – and lots of case studies – download the How to Drive Measurable Results for Your Advertisers with Online Promotions playbook.

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READ THE TAKEAWAYS

In the words of Gordon Borrell, CEO of Borrell Associates,

Advertisers want results, and you can measure those results with promotions.”

Here’s a step-by-step guide to delivering measurable results – whether those be leads, foot traffic email addresses, Facebook Likes, or customer data – to advertisers in your market.

Complete a sales training course.

According to recent data from Borrell Associates, 42% of local media sales managers rate their sales reps’ ability to sell digital products as poor, and 92% believe more digital sales training is needed. Take advantage on-demand online training – like Second Street’s Promotions University – to learn how to pick the right promotions for your advertisers and become better at delivering results.

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Have a needs analysis conversation with ALL your advertisers.

Relationship selling isn’t going to work anymore – your advertisers see more sales reps than ever before, and they don’t have much time to make decisions. You need to have needs analysis conversations with all of your advertisers in order to understand their challenges and to determine how you can move the needle for them in your market. (Learn more about how to conduct an effective needs analysis.)

Pick the right promotions for your advertisers.

Each of your advertisers will have different needs and goals, and while you can include survey questions or an email opt-in on the registration form of any promotion you run, each type has its own particular strengths. Here’s a guide to picking the right promotion to meet your advertisers’ needs.

Share measurable results in a follow-up meeting.

Since you will have had a needs analysis conversation before the campaign even started, you know exactly what the advertiser wanted to get out of the promotion. You are in a position to share the success with them! Be sure to use the results as a tool to gain trust and ultimately secure more business from the advertiser.

Flip Through the Deck

To find a guide to driving results for advertisers in your market, flip through the deck below.