Day 62018-10-23T20:53:44-05:00

Day 6

Please complete the following in order.

​Download Day 6: You will need these resources to complete this day:

1. Talk with your Director of Sales and arrange to go on at least 2 appointments with sellers this week.

​2. Business Profile. The next step in the sales cycle is the Business Profile (customer needs analysis or CNA)

​Before you go into the business profile meeting, remember to do your research. You should have viewed their website, social media, RAB Instant Background, Manta, etc.

​For example, Use the RAB Instant Background to gain industry insight:

​“I didn’t realize that 40% of a flower shop’s business is done during the holidays, on average. Is this true for your business as well?” This shows interest and professionalism on your part. It will help you earn the advertiser’s trust.

​REMEMBER: A good way to make sure you have the decision maker in the Business Profile mmeeting, is to ask, “I’m not, but if I were going to ask you to spend $30,000 today, you and who else would be in the meeting?”

​REMEMBER: Diagnostics before examination is malpractice. Always Diagnose then Prescribe.

​In order to help a business you have to have good information. This is a honed skill. Often you will have to phrase the question differently later in the meeting if you aren’t getting all of the information you need. People will share more with you once they trust you more.

​There are 3 stages of answers:

  • Cliché: Something robotic people are used to saying.  Not helpful.

  • Fact: Digging deeper.  Onto something here.

  • Feel: Bingo…Find what makes people tick! This is what we need to focus on to help them.

​REMEMBER: Crap in, crap out. If you don’t take the time to ask the questions and identify their pain points, you cannot accurately help this business. The success of your future proposal hinges upon the thoroughness of your business profile.

​3. Review the DISC Types

​Being able to identify people’s personalities will let you know how to form your conversation with them.

  • Dominant

  • Influential

  • Steady

  • Conscientious

​Today, role-play the Business Profile 2 times with your Director of Sales and a Team Leader.

Then, proceed with this part of your training:

1. Proven Results. The next step after the Business Profile is using Proven Results Formulas for success.

​REMEMBER: Your number 1 job is to Satisfy the Customer’s needs from their point of view profitably.

Note, we sell solutions that address and relieve an advertiser’s pain. We are not spot peddlers, selling 30 or 60 seconds commercials. We offer a marketing system that gets results.

​For radio campaigns, there are two proven formulas to get Results.

​2. For Short Term Action Campaigns (Sales, open houses, grand openings, concerts, etc.) use UTOPIA + Big D

  • U rgency (deadline)

  • T heme (why? what campaign?)

  • O ffer (Sale, open house?)

  • P rice (no more than 1)

  • I tem (no more than 1)

  • A ction, call to

+

  • D ominant Frequency

​To drive excitement for a short-term campaign, you need to dominate (or own) a station.

Ideally, an advertiser would dominate the entire market by owning all of Zimmer’s 6 stations. Realistically though, the advertiser won’t be able to afford that. SO, focus on what  the advertiser can dominate.

The minimum expectation for an Action Campaign is 40 commercials per week per station (40/week/station) while using the UTOPIA formula.

​The energy and repetition close to an event will drive excitement and convince listeners that this is a big event.

​If, an advertiser cannot afford 40 commercials per week, aim for 10-12 ads per day per station (12/day/station) and use as many days as the advertiser can afford.

​3. For Recruitment you need a high intensity effort. Look to run 10 ads / day per station for at least 4 days.

​4. For Long-term Awareness Campaigns use BrandsFormation 21 52s

  • Strategy – Where are you going? Where can you succeed based on your competition?

  • Strategy-based message – Find and dramatize the Unique Selling Proposition (USP). Use Bricks and Mortar + DM

  • Consistency – Long-term, annual commitments with consistent elements from ad to ad

  • Dominant Frequency – Aim for a minimum frequency of 3. This can be achieved with a 21 52 plan (21 ads for 52 weeks)

Strategy: Base your strategy on your competition in the market. This requires marketplace knowledge and research. When coming up with a strategy for your client, ask yourself if the Advertiser Has an Open Ladder or a Saturated Ladder:

  • Open Ladder- few people can name businesses or products in a certain category. This is the easier ladder for gaining and owning mental real estate.

  • Saturated Ladder- A ladder where most people can name businesses or products in certain categories to fill the rungs. It’s trickier to get on this ladder so Strategy is even more important.

​For example, imaging your advertiser is a carpet store with a good product for a good value. Their competition is a premier carpet provider that offers the most expensive carpet and a cheap carpet provider with okay carpet. Where can you live based on the competition?

​You’ll of course live in the middle with the just right carpet. With the high and low rungs taken, focus on the middle rung.

​Strategy-Based Message: At Zimmer we use bricks and mortar + difference maker to create compelling messages (copy) that will resonate with our listeners and get results for our advertisers. We are story tellers.

​Bricks: These are the stories that pack the punch. The bricks enable you to stick in the consumer’s mind. They dramatize your story and tell what makes you unique.

  • You only tell 1 Brick per ad.

  • You change the bricks out every 6-8 weeks.

  • Try to say it without saying it (it’s a learned skill)

​Potential Bricks to Tell for your Advertiser:

  1. What makes your business remarkable?

  2. What does your product or service do for them?

  3. How does their product/service make them feel?

  4. Current customers inviting new customers.

  5. Each product could be a brick.

​Mortar: The consistent element in your marketing message. They serve to cement your bricks together in a person’s mind. These elements stay the same in each ad even as the bricks change.

  • Color

  • Jingle

  • Music Bed

  • Voice Actor

  • Business Owner

    • Including the business owner is incredibly effective. Have him or her record the ad or tag them at the end.

​Difference Maker: This will be a phrase that only you can claim and it must give people a reason to do business with you. This will be included in every ad.

​Where to begin?

  • Think of words to describe your business.

  • What are your values?

  • What’s your unique Story?

  • What promise can you make and keep?

​Think of these Difference Makers​:

  • Nike: Just Do It

  • Walmart: Save Money. Live Better.

  • Subway: Eat Fresh

  • Sprint: The Now Network

  • Visa: Take You Where To Want to Go​​

​Possible ways to Differentiate?

  • Be First

  • Attributing ownership. Own the most important attribute for your industry or the lesser attributes if necessary

  • Market Leadership. People love winners.

  • Market Heritage. Shows you must be doing something right.

  • Market Specialty. Be the specialist.

  • Preference. The Herd Effect.

  • Full Line. Most complete product line.

  • Being the Latest. “Next generation”

  • How a Product is made. Handmade is better than machine made. If you make something in a unique way.

  • Sale Progress. When you’re hot you’re hot.

REMEMBER: The goal of bricks, mortar, and the difference maker is to create a good ad. What is a good ad? One that drives results for an advertiser.

Consistency and Frequency

​REMEMBER: The most effective way to grow revenue is to brand your business. You want to be the first business people think of when they need your product or service and you want them to have positive emotional connection to your business. We are telling them the Why, and waiting for When they’re ready.

​You want to be the business people say No to first before moving onto another business. Be like Coca-Cola. When people think of soda, the first soda they think of is Coke. People have to say no to Coke first before moving on to Pepsi, RC, etc.

To brand your business you need a minimum frequency of 3 ads per week for a consistent period of 52 consecutive weeks.

  1. Today, you will write a UTOPIA spot imagining you are an auto dealer with a Labor Day Sale coming up. You will present this tomorrow morning. Aim for scoring 100 points on your copy including all of the elements of UTOPIA.

  2. Also, imagine you are working with a family-owned local pharmacy that’s been in the community for years. Put together a 21 52 campaign. Make sure you include 6 different bricks (concept is fine, you don’t need to write the full script), the idea for mortar, and a difference maker. You will present this tomorrow morning.

  3. Last, find out the difference maker for these brands:

  • State Farm

  • Geico

  • Papa John’s

  • Motel 6

​​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.

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