On your new Promotions Manager’s first day at the office, they should go through a promotions training program and get certified in sales and strategy for contests, ballots, and ecommerce promotions. You should also have your new Promotions Manager visit the Second Street Lab and sign up for the newsletter to get continuous training through webinars and articles full of inspiration and best practices.
If your Promotions Manager is new to local media or to your particular media type, they should also be trained about how your particular media company works. Have them shadow a digital salesperson or sales manager for the day. Here are a few things you should be sure to cover:
- Local media terminology
- Introduction to sales reps and who they work with
- The territories of your sales reps
- A list of your larger advertisers
- A target list of advertisers you don’t currently work with
- Your rate card
- Current company initiatives
- Revenue expectations and goals (broken out by 1st month and 1st quarter in the new role)
Form a Team
More people need to be involved in the promotions process than just your new Promotions Manager. Gather a promotions team composed of people from marketing, sales, the newsroom, operations, and audience development.
Set up a time for the whole team to meet and set goals for online promotions. These should be clear, time-bound, and measurable, so focus on specific revenue, database, and audience growth goals.
Plan a Calendar
Once your goals are set, it’s time to actually plan your promotions calendar. A promotions calendar is integral to your success, as it charts your path to success, keeps your cross-departmental team aligned, organizes your sales efforts, and helps you stay focused on your goals. Take advantage of this planning calendar template and step-by-step guide to get started.
Package & Price
For each promotion on your calendar, work with your Promotions Manager to create a sales sheet and promotional package. These should leverage all of your available assets, including core media, digital, social media, and email.
Create a Prospect List
Once you have your list of promotions and your packages created, it’s time to prepare to sell. Before you start prospecting, check out the following articles and resources for tips:
- Lists of Advertisers to Target for a variety of occasions
- The Prospecting Worksheets All Deals Sales Reps Need
- How to Target Advertisers for Facebook Contests
- How Niche Ballots Help you Reach New Advertisers
Meet with Advertisers
When it’s time to actually meet with advertisers, here are a few more articles to keep in mind:
- Why You Need to Conduct a Needs Assessment with All Your Advertisers
- How to Conduct a Needs Assessment with Your Advertisers
- How to Stand Out in a Sea of Sales Calls