adtech SF 2012 What buyers want by Kendall Allen

What Buyers Want

How Not to Piss Off a Brand Marketer

Presented by:Adam Kleinberg, Founder and CEO, TractionSkip Brand, CEO, Martini MediaTamara Bousquet, EVP, Media Director, MEA DigitalLucy Jacobs, COO, Spruce Media

Moderated by:Kendall Allen, Principal, Influence Collective, LLC

April 3, 2012San Francisco

Who Are We?

• Kendall Allen– Agency-side

career– Client and business

developer– Deal maker– All seats at the table– Integrated perspective– Trainer of buyers and

sellers– Discussions among

professionals striving forexcellence

Who Are We?

• Adam Kleinberg– Founder and CEO,

Traction– Creative agency– Integrated digital– Principal decider– Complex buying

outlook– Path brings scope,

scrutiny, perspectiveon buy/sell

Who Are We?

• Skip Brand– CEO, Martini Media– Selling and deal making

backbone of his career– Been at it for 20 years– Innovator and risk taker– Principles, relationships,

reputation– Point of view on every

aspect of doing it right

Who Are We?

• Tamara Bousquet– EVP, Media Director,

MEA Digital– Agency-side pitch

artist– Client leader– Lists of top people

among our brood– Like Adam, integrated

chops, integrated role– An eye for the buy and

the sell

Who Are We?

• Lucy Jacobs– COO, Spruce Media– Performance Media– Art of the sell, command

of the intricacies, butalso the role of trust inbuilding business

– Numbers indicate sheknows what time it isand may have somewisdom to share

What Do These People Know?

• Our business is complicated -- but that is an exhilarating opportunity

• Never an excuse to not be on your game • Countless roles to execute to make marketplace

thrive• Economy is reliant on relationships at every turn• The buy/sell is one of the most pivotal• We all live and breathe client and partner

business, no matter where we sit

What Do These People Know?

• We must do right by our clients• We must do right by our business, our company• Transcend the transaction• You take your relationships with you; life’s work• The proposition is mutual• Perils, approaches, best practices and words to

the wise -- learned on the way up and mentored onward

Adam and Skip

Guidelines to Hazardous Selling

Don’t ankle-bite

Have a sales philosophy good or BAD

ORDER

“Ass”umptions

Opportunity

The Thoughtless Order

Lunch for Admin’s

Internal Sales Lead

External CategoryExpertResources

Trust

Decision Maker

Dear CMO,

I hate the agency, hopefully you will buy direct from me.

P.S. All of their ideas are mine!

Buzz word BINGO

Exact Solution“Largest”

Give Jeans Not Time Nor Solutions

Relationship

Good Sales Philosophy

Opportunity

Resources

Decision Maker

Exact Solutions

Relationship

Travels

to theme

parks

100K+ HHI

Family

Where Influence Meets Affluence™

Audience Survey Data

How often do you visit Disney Land themed amusement parks and or hotels?

Very Frequently Often Sometimes Never

NEXT QUESTION

Advertisement

Online Audience Data

1st Party DataOffline Data

HH Spending Behaviors

$$

$

$

$

DISNEY

MARTINI MEDIA NETWORK

Opportunity: Educate Not Sell

Resources: Become and Find Experts!

Decision Maker: The Sales Funnel

AWARENESS

CONSIDERATION

PERSUASION

SALESDirect Response

Branded Solution

Branding Response

Exact Solution: Listen and Learn

VIDEOVIDEO

Martini Media Brings Your Campaign to Life

SOCIALSOCIAL

mShare™ Brings Your Campaign to the

Conversation

Allows users to share the Ads they love across Facebook, Twitter & email.

Works with any existing flash banner or custom unit.

Fully customizable

Users Can Share their Favorite Ads with Friends via mShare Toolbar

Relationship: Get to Know

Tamara and Lucy

The Basics, a Step Up… and Best Practices

Basic Expectations

• Do Your Homework– Know the agency or the brand– Know the person you’re meeting with;

LinkedIn • Be Relevant

– Know the agency’s (active) clients; the brand’s marketplace

• Be Efficient

• Be respectful of time– Stay focused/on-point– Know your (own) product

A Step Up

All of the Basic Expectations, plus…

•Provide Value!– Send interesting industry articles… just as an FYI– Send case studies, worth sharing; ammunition to

support inclusion on upcoming campaigns

 •Build a Relationship (vs. Being a Sugar Daddy)

– Be a resource, first– Get to know the agency or brand people you’re

working with, professionally

A Seasoned Sales Person

All of the above, plus…

Be a Superstar– Be educated about all things; be relevant– Respectful of time– Focused– Personable– Accountable– Creative but relevant– Not pushy

Other Best Practices

• Plan Ahead ~ Everyone is Busy!– Set up meetings at least 2 weeks in advance– Reach out a week before and find out if there is a

topic of focus– Confirm meeting 48 hours prior; be courteous

• And, if bringing lunch, check dietary restrictions

– Check out the LinkedIn profiles of the people you’re meeting with; easy resource, ice-breaker

• What NOT to Do!– Don’t try to be everything to everyone– Don’t be offended/repetitive if there isn’t a current fit

Agency Person Etiquette

• Be Informative– Provide a 5-minute download on active clients, 3 most

important areas of focus

• Be Respectful and Responsive– Of time… of position… of resources… follow up on emails,

RFP’s, all promises and commitments

• Be Attentive– Don’t just be a warm body in the room… computers off

• Don’t be a Media Whore!– Don’t expect things; be grateful for perks our industry offers

and send thank you notes

Thank You