Day 7

Please complete the following in order.

​Download Day 7: You will need these resources to complete this day:

• Read and study BrandsFormation Binder for the section Partnering Principles

• Read and study BrandsFormation Binder for the section Marketing Bridge

• Review Marketing Bridge Principles

• Watch Chuck Mefford’s Video #8 Mercury 7

• Watch Chuck Mefford’s Video #9 Marketing Bridge

• Watch the Me Too’ers Video

• Read False Logic in Advertising

​​1. Partnering Principles. 

​Employ this principles to best serve your accounts. This is how you grow accounts.

• Always know the advertiser’s expectations and how you will be judged

• Show them how to get results (ROI). Explain UTOPIA, explain  the BrandsFormation / Zimmer system

• Sell Solutions, not spots (75% of your time with advertiser should focus on them)

• Send Thank You Notes and perform thoughtful gestures. 

• Manage team building. Take your management out on calls with you.

• Hold client BS sessions. Brainstorming sessions.

• Have an “Awesome” Service System. Pick 3 items and make it a system. Could be visit from management, industry articles, etc.

​2. 82% Renewal System:

How do you best manage an account? How do you renew accounts?​

1. Client focused. Have a regular set time you meet: every week, every month

2. Bring them an article about their businesses, bring them ideas, highlight it in yellow for them

3. Every 3 months take managers in to say thank you, simply thank you for your business

4. Every 6 months, do a check up from the neck. AKA a business profile.

5. Perks. Any kind of perks, top billing good accounts should be first in line.

6. A marketing bridge game plan. Under-promise and over deliver. How strong is their marketing bridge?

   1. Work on putting together a plan for their marketing bridge

      1. You do one

      2. They do one

      3. 3 customers do one

   2. Never ask them how things are going during the first 6 months.

      1. Remember: There are 3 phases of advertising:​

         1. Ramp up (1-6 months)

         2. Response (6-12 months)

         3. Results (1+ years)

7. Should be thinking Long-term and talking about the next cup they’ll add

​3. Marketing Bridge

​This represents a check up from the neck up of a business’ health. If the Four Items (outside of Advertising) are not sturdy, the marketing bridge collapses. Advertising alone will not fix the other broken pillars. These 5 pillars make up the marketing bridge:

• Your Business

• Price / Value

• Advertising

• Merchandising

• Personal Selling

​When reviewing the marketing bridge with your client, begin on the left with Your Business, next cover Price / Value.

​Then move to the right, explain Personal Selling, next cover Merchandising.

​The last item addressed will be Advertising.

Tomorrow morning, you will give a presentation to your Director of Sales, explaining the marketing bridge, how to address me too competition, and the 82% Renewal System.

​At Zimmer, we believe in learning by doing. If you have questions, Ask! We are here to help you learn and succeed. You will be given feedback, coaching, and questions on your presentation.