in a different type of results ratings, circulation, cost-per-points, cost-per-thousands, – cost-per-clicks, reach, and frequency, all of which you’ll learn about in Chapter 17: Measurement. As inexperienced direct accounts gain experience, needs shift from asking for marketing and advertising advice to asking for responsive service and competitive prices. However, one thing direct accounts, especially retailers, will always focus on is results, which will always be more important to them than ratings, circulation, or research data. In the following sections of this chapter, you will learn more about strategies for calling on direct accounts and on agencies. Missionary selling Missionary selling most involves calling on the principle owner, the CEO, or director of marketing or advertising of an account. In other words, calling directly on an account and not on the account’s advertising agency, if the account has one, is referred to as direct selling. Often, direct selling, particularly in local media, entails calling on retail businesses. The information that follows is for calling on retail businesses, but it also applies to most direct selling. The retail business Retailers bridge the gap between manufacturers and consumers, and advertising plays an important role because retailers sell their goods and services in a highly competitive environment. Few businesses that start up survive; two out of every three new retail businesses will fail within one year. Changes in the nation’s demographics, life-styles, and buying habits have caused many of the more traditional retailers to rethink their strategies, especially because of the dominance of Amazon in online shopping. Single-brand loyalty has declined, and mass-marketing techniques have been developed to accommodate the proliferation of new products. Consumer groups that used to share homogeneous tastes have now splintered into many groups, all demanding different products to meet their different and changing needs.
in a different type of results – ratings, circulation, cost-per-points, cost-per-thousands, cost-per-clicks, reach, and frequency, all of which you’ll learn about in Chapter 17: Measurement. As inexperienced direct accounts gain experience, needs shift from asking for marketing and advertising advice to asking for responsive service and competitive prices. However, one thing direct accounts, especially retailers, will always focus on is results, which will always be more important to them than ratings, circulation, or research data. In the following sections of this chapter, you will learn more about strategies for calling on direct accounts and on agencies. Missionary selling Missionary selling most involves calling on the principle owner, the CEO, or director of marketing or advertising of an account. In other words, calling directly on an account and not on the account’s advertising agency, if the account has one, is referred to as direct selling. Often, direct selling, particularly in local media, entails calling on retail businesses. The information that follows is for calling on retail businesses, but it also applies to most direct selling. The retail business Retailers bridge the gap between manufacturers and consumers, and advertising plays an important role because retailers sell their goods and services in a highly competitive environment. Few businesses that start up survive; two out of every three new retail businesses will fail within one year. Changes in the nation’s demographics, life-styles, and buying habits have caused many of the more traditional retailers to rethink their strategies, especially because of the dominance of Amazon in online shopping. Single-brand loyalty has declined, and mass-marketing techniques have been developed to accommodate the proliferation of new products. Consumer groups that used to share homogeneous tastes have now splintered into many groups, all demanding different products to meet their different and changing needs.
MS_5_Chapter_2_SellingInTheInternetEraCOMPLETE.docx