Ad Sales “Segmentation” – Selling for Fun and Profit!



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Don’t just rely on your CRM to do the strategizing for you. Drill deep with Carl’s 5 steps to segmentation success!

As an ad salesperson, you should always be looking for some new way to reach out to your clients/prospects. I’m a huge proponent of selling advertising and sponsorships by product and services segments. You can sell this way by first drilling deep down into your CRM’s categories. This will enable you to super-target your various segments and create the messaging that produces results.

Here’s how I do it in 5 steps:

Step #1 is to use your CRM and create a field just for a specific category. Within your niche, you can probably break down your advertising prospects with between 20 – 30 different products and services that apply. For example, a city and regional magazine would have restaurants, spas, jewelry, travel, etc. For a B2B you may have valve manufactures, pumps, engineering consults, etc.

Step #2 is to identify which of these companies are current advertisers and which are prospects. Then rank each of them by size of company.

Step #3
is to contact prospects within that segment you’ve identified. You can always use the current advertisers as examples of advertisers that are successfully marketing in your magazine.

Step #4 is to send more targeted group emails to ALL the prospects that are in that selected segment. For example, if you’ve identified you have realtor clients within your niche, you can instantly send personalized emails to all your realtor prospects at once, informing them of all the benefits a realtor receives when advertising with you.

Step #5
is to identify the 3 largest categories of products and services. Then create a specific e-newsletter or a special web page just for that segment–and sell a ton of sponsorships to go with it.

Yes, it takes a little time and effort to organize your prospects in this way, but it can pay big time revenue results for you in your print and online properties!

 

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Carl_New_Headshot-e1358554036283About the blogger: Carl Landau is Grand Poobah of Niche Media. He is a media/event guru, SF Giants fan and part-time blogger. His 15 minutes of fame took place in the mid-eighties when he launched his famous, “Buy an Ad, Get a Cat” ad campaign. He has long since patched things up with the SPCA.

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau–Niche Media’s Grand Poobah–also created a blog all about creating and marketing targeted events: blog.NicheEventNation.com  Check it out!

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Image from freedigitalphotos.net

 

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