March Target List

MARCH 2017 TARGET LIST

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Anniversaries

Birthdays & Holidays

Secial Events

Month Long Events

Best Practice No. 4: Track Performance

Best Practice No. 4: Track Performance

“What gets measured, gets done.” The quote has many fathers (Peter Drucker and Tom Peters among others). But it applies to co-op. Organizations that measure co-op performance in real time are in a better position to drive co-op performance.

goalchartc1411_x_th_cSigler note that Gatehouse tracks its co-op sales by property on a monthly basis, which enables the company to know if co-op utilization is keeping pace, lagging or exceeding its targets. These figures can be triggers for conversations at the local level to improve performance or to glean best practices from those media properties that are outperforming the company as a whole.

A key challenge with best practices 3 & 4 is that many media organizations lack the mechanisms to track co-op revenue performance, making it difficult to hold sales leaders accountable for co-op performance.

Sales organizations using CRM tools do better with tracking performance and holding managers and reps accountable.

“Those using CRM tools do better,” said Hall of the RAB. “Especially if there is a manager checking in who can say, ‘Hey I see you are calling on an HVAC guy, but I didn’t see anything in there on co-op. So what’s the deal?'”

iconThis article was written by Charles Laughlin of the Local Search Association in Breaking Through the Co-op Clutter: Best Practices for Improved Co-op Advertising Sales. For more information on how Recas can help expand your brand advertising potential, please visit www.recas.com.

#TipTuesdays: Purchase Options

LSA’s Creative Outlet website has various purchase options for all customers to find the perfect graphics and games for every occasion.

#22 Purchase Options

moneyborderc1006_x_th_cWith a free account, clients are able to download and buy graphics, articles, puzzles, etc. as well as save and manage files with MyLibrary. You can make notes on files and comment on our blog posts with your account. You’ll also be the first to know about any news!

There are three basic purchase options that our customers can take part of: subscription, pay-per-piece, one-time-buy.

Subscription: With a subscription, customers are able to have unlimited access to all available content; there are no limits with the subscription. This option is the most cost effective.

Pay-Per-Piece: This option allows for clients to purchase products on an as-needed basis, with prices ranging from $5 to $80. This depends on the size and resolution that you need. With pay-per-piece, you never lose access to your purchases.

One-Time-Buy: The one-time-buy option allows for users to purchase a collection with unlimited access within that collection. All of this for a one-time fee. You can download the content anytime and never lose access.

If you have any questions on purchase options or the Creative Outlet website, feel free to contact a sales representative at support@creativeoutlet.com for help.

Best Practice No. 3: Hold Sales Leaders Accountable for Co-op Results

Best Practice No. 3: Hold Sales Leaders Accountable for Co-op Results

While it’s critical to have a local co-op champion to service as a resource to local sales reps, the local champion is not likely to have the authority to compel a sales rep to bring up co-op in a sales call. That authority rests with sales leadership, which tends to be fickle when it comes to co-op. They may push it in spurts when they need to revenue boost, but they are rarely held accountable for co-op results. And when they are not accountable for a number, they won’t feel obligation to drive that number.

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“You need someone local who has a vested interest in co-op who is in a position to talk to the reps,” a senior local media sales executive said. “Sales reps will not listen to a clerical person.”

iconThis article was written by Charles Laughlin of the Local Search Association in Breaking Through the Co-op Clutter: Best Practices for Improved Co-op Advertising Sales. For more information on how Recas can help expand your brand advertising potential, please visit www.recas.com.

 

#TipTuesdays: New Content

LSA Creative Outlet is constantly creating new products for our clients to use. The New Content section on the site is perfect for showcasing these newest graphics.

#21 New Content

The New Content section can be found on the homepage of CreativeOutlet.com. Locate the sidebar on the right of the page, and there you can click on any of the categories to see the new graphics and products for that section.

This section includes general content that can be used all year as well as graphics that are specific to the month under which they are categorized. The December section has both food graphics and graphics related to the winter holidays.

Gnocchi with asparagus and olive salad in Pesto dressing.

Family having snowball fight outdoors

We know how important it is to plan ahead, and LSA Creative Outlet is here to help with that. LSA also allows you to see new content related to the next two months. For example, now you can see new products for December, January, and February.

If you have any questions, how to use them, or the Creative Outlet website, feel free to contact a sales representative at support@creativeoutlet.com for help

Best Practice No. 2: Have a Local Champion

Best Practice No. 2: Have a Local Champion

Several of the co-op experts interviewed for this report cited a strong relationship between having a co-op champion/subject matter expert in the local sales office and greater success with co-op.

“Having a local champion at each location is key,” Sigler said. “This person can remind the sales staff of new promotions that are out there. This person can remind them to make co-op part of every needs analysis and new and existing customers.”

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Giving local sales mangers and their superiors a co-op target and holding them accountable for it is a powerful driver of co-op performance. This used to be a common practice but the industry has drifted away from it, amid shifting priorities and thinning ranks.

In recent years, trends have been moving in the opposite direction. Many organizations have let their local co-op managers go, or moved them into new roles, leaving little in any local co-op support for sales reps.

Adding to the difficulty is the new era of virtual sales office, where reps work from home and are managed remotely. The Yellow Pages industry in particular has moved in this direction, which has many benefits, including reduced sales costs and greater autonomy for sales reps. One drawback is it makes promoting co-op more difficult.

“It creates another challenge,” a senior Yellow Pages executive said. “You are not able to hang up posters. You are not able to have the co-op subject matter expert walk up to a rep and say, ‘Hey, I see you were calling on a roofer last week. How much co-op are they using?'”

If a dedicated local co-op manager isn’t realistic given your organization’s resources, consider designating someone at the local level to be the co-op champion, even if it is only a small part of their job description.

iconThis article was written by Charles Laughlin of the Local Search Association in Breaking Through the Co-op Clutter: Best Practices for Improved Co-op Advertising Sales. For more information on how Recas can help expand your brand advertising potential, please visit www.recas.com.

Ideas to increase local advertising!