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February 7, 2008
CAB, NCC Set Local Standards
The Cabletelevision Advertising Bureau (CAB) and National Cable Communications (NCC) announced the creation of the first industry-wide standard framework for posting local cable television. The new posting standards will provide advertising agencies and advertisers, across all markets and all MSOs guidelines for posting local cable. This new document was developed in partnership with the American Association of Advertising Agencies (AAAA) Local Television Committee and has received their approval for use.
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Closing Time, Pitching to Moviegoers and Learning to Listen
It’s A Process: Salespeople often work themselves into a frenzy about “The Close,” according to Steve Marx, author of Close Like The Pros. The truth is, the closing of a sale never happens all at once. Salespeople need to look at closing a sale as more of a process rather than an event. The world’s best salespeople know that the proposal document should not be a collection of decisions to be made, but rather a summary of decisions already made, Marx writes. The world’s best salespeople relocate the proposal from the middle of the sales process to the end. Early discussions include trial balloons or even half-baked ideas that morp and solidify over time. They turn the close from a looming giant mountain into a series
of no-sweat molehills. They sell interactively, which means frequent conversations and collaborations, some in-person, some by phone, some through email. By the time it’s all on paper, the prospect has already vetted, problem-solved, and approved everything.
Not Just Movies: Looking to attract teens and young adults for targeted advertising? A new study from Integrated Media Measurement Inc. found that American moviegoers aged 13 to 24 consumed at least twice as much TV and radio as non-moviegoers in the same age range. IMMI divided the subjects into two groups: moviegoers and non-moviegoers. The theory that non-moviegoers had more time to watch TV or listen to the radio was debunked when it was revealed that moviegoers were the ones who consumed the most radio and TV. IMMI executives said the study proves young people are looking to be entertained in various ways and that marketing to them can be successful in a variety of methods. They also warned advertisers to have catchy ads because the audience’s
attention span is limited.
Listen Up!: A good salesperson needs to be a good communicator. But salespeople tend to do more talking than listening, according to Sales Alliance, a San Diego-based sales training company. Sale Alliance suggests the following model to best satisfy customers and close sales:
• Listen To Understand, Not Reply. Give prospects and customers time to express their needs, priorities and desires. Avoid interrupting or suggesting solutions until they’re finished talking.
• Make Eye Contact. If you are taking notes during the sales call, glance up at customers frequently to show them you are interested in what they have to say.
• Repeat Important Points. Summarize key points to insure you have understood them correctly and to show them how well you listened.
• Listen Actively. To process everything customers say, keep your brain engaged. Think about how their needs match your product.
• Ask Open Questions. Open questions, which elicit more than just a "yes" or "no" answer, encourage your customers to give you more information.
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Nick Garramone, National Cable Communications
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NICK GARRAMONE
SVP, eBusiness and Research
National Cable Communications |
Nick Garramone manages and works closely with all facets of National Cable Communications’ research department to advance information and methods that further sales efforts on the Spot Cable and advanced advertising platforms. The eBusiness platform has led the move from a paper-intensive business to an electronic process, allowing NCC personnel, agencies, and cable operators to manage their national spot cable business online. Garramone came to NCC in January 2000 as director of Internet business applications. He was promoted to his current position in March 2007. Prior to NCC, he served as Gannett Television’s director of Internet technologies.
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--Interviewed by K.C. Neel
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CBS to Use TiVo Stop||Watch Research
(Excerpted from a 1/31/2008 story on broadcastingcable.com)
CBS struck a deal with digital-video-recorder supplier TiVo to use its Stop||Watch syndicated media-measurement service, following the lead of NBC Universal and large advertising concerns such as Interpublic, Starcom and Carat USA. Stop||Watch uses a daily, anonymous, stratified random sample of 20,000 TiVo units to provide second-by-second measurement of program and specific commercial ratings for both live and time-shifted viewing. CBS will use it to gauge the behavior of DVR viewers and develop new strategies to serve its advertising clients.
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TNS Media Intelligence/ Campaign Media Analysis Group, has tracked over 180,000 TV spots on local and national broadcast as well as cable at a cost of $158 million by candidates and groups so far this political season, according to Evan Tracey, founder and chief operating officer of CMAG, in a Feb. 4 column in Advertising Age.
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The Financial Times reports that advertisers and other media players welcome the idea of Microsoft’s unsolicited $44.6 billion cash offer for Yahoo made on Feb. 1. Advertisers have long worried about Google’s growing strength.
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More than two-thirds of TiVo households time-shirted the Super Bowl last year, according to MediaPost on Feb. 1. Starcom USA, using TNS and TiVo second-by-second data, also noted that most of the time-shifting was close to live, within an hour.
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Google, which reported lackluster fourth-quarter results, said it has seen no effect from a slowing economy on its advertising business. It’s not clear, reported The New York Times, whether the comments made by Google executives during the company’s conference call on Jan. 31 will calm growing fears that a slowdown in the economy could take a bite out of online advertising. CEO Eric Schmidt told analysts he is upbeat about last year’s ad results and expect the movement of ad dollars from traditional media to online media is a trend that is not going to reverse. “We are optimistic about 2008,” he added.
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American Association of Advertising Agencies: Nancy Hill has been named president/CEO. Hill most recently served as CEO of Lowe New York, where she led an open-source agency reorganization and oversaw the launch of Lola (Lowe Latina) in the U.S.
Cox Media: Lisa Parker, regional sales supervisor for Cox Media Hampton Roads, has been promoted to regional sales manager.
Gospel Music Channel: Matt Turner has joined as vice president-Eastern region ad sales. He had been VP-national ad sales for Music Choice.
WE TV: Scott Collins was named senior vice president, advertising sales, sales. He comes from NBC Universal Cable Entertainment, where he was VP, advertising sales, USA Network and Sci Fi Channel. .
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EDITOR:
George Vernadakis
646-746-7140
george.vernadakis@reedbusiness.com
WRITER:
K.C. Neel
303-688-1702
kcneel@aol.com
AD SALES:
RB Interactive
1-888-7RBI WEB
Onlineads@reedbusiness.com
www.rbinteractive.com
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