Laredo Group: Intelligent Selling of Interactive Advertising Level II - Intermediate Digital Sales Techniques Course Description

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Intelligent Selling of Interactive Advertising — Level II
Intermediate Digital Sales Techniques

Designed for sales reps, sales management, publishers; marketing, business development and editorial staff who sell or support the interactive ad sales efforts.

This course provides in-depth basic and intermediate “how to” knowledge and sales skills and techniques needed for selling online-only and integrated advertising programs. Learn both interactive advertising fundamentals as well as sales skills specific to selling online-only or integrated advertising programs. By far, the course is the most comprehensive, effective and successful interactive and interactive media sales training program available.

Prerequisite: REQUIRES Level I course or equivalent knowledge. Click here to review Level I course outline.

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	Who Should Attend, Agenda and Course Outline

Who Should Attend

In-House Sales Team

VP of Sales
Sales Managers
Sales Reps
Sales Support Staff
Marketing Staff
Business Development Staff
Editorial Staff
Media Buyers
E-media Directors
Marketing Directors
Marketing Managers

Agency Team

Account Managers
Media Buyers
Account Executives
VP, Director, Supervisors Creative Services
Creative Services Team
E-media Directors

Agenda for All Courses (details subject to change)

8:30 - 9:00AM	Sign-In/Continental Breakfast
9:00 - 9:15AM	Welcome & Opening Remarks
9:15 - 10:15AM	Morning Session
10:15 - 10:30AM	Morning Break/Refreshments
10:30 - 12:00PM	Morning Session Continued
12:00 - 12:45PM	Luncheon Served
12:45 - 2:00PM	Afternoon Session
2:00 - 2:15PM	Early Afternoon Break/Refreshments
2:15 - 3:15PM	Afternoon Session Continued
3:15 - 3:30PM	Afternoon Break/Refreshments
3:30 - 4:20PM	Afternoon Session Continued
4:20 - 4:30PM	Wrap-Up/Q&A

Course Outline
Introduction Shifting media consumption and budgets Digital media imperatives Accountability and measurement Holistic approaches Ad Sales Reality Check Role of content and audiences in advertising Changes in inventory and impact on pricing Competition and expanding opportunities Changing value propositions Responding to fragmentation Expectations for digital sellers Understanding the Digital Playbook Following the digital consumer The expanding digital ecosystem Digital marketing components Search marketing Email and newsletters Mobile Widgets and apps Advergaming Podcasting and RSS Social Media Media consumption and demographics Evaluation of ad opportunities across platforms Fitting the platform to the objective Impact of ecosystem changes on advertisers and publishers Selling Into the Objective Understanding client objectives The branding objective Media requirements Branding research Measurement and expectations The direct response objective DR goals and expectations Methodologies and success metrics Testing variables Brand-response Additional metrics - Key performance indicators (KPIs) Digital Currency and Pricing Advertising qualifying attributes Traditional versus digital media Digital currency elements Tying currency to performance Ad impressions and share of voice (SOV) Pricing models Price ranges and factors Lower and higher CPMs Performance-based ad models Back to Top	Selling with Media Research Multiple sources of data What questions each data source answers Data for campaign analytics Audience measurement through syndicated research How panels work Syndicated versus site based/server data How to handle data discrepancies Other audience measurement tools What and how your clients use different sources of data Ad effectiveness research Working with Agencies Versus Marketers The agency response to the digital media imperatives Marketers’ versus agency focus Media companies’ relevance and value to advertisers What clients expect The agency landscape Ad agency challenges Impact on planning Walking in the buyer’s shoes The campaign process Strategy development Channel planning Media research Media buying Site selection Trafficking and measurement Analytics and optimization Buyers’ pet peeves The Digital Agency Digital agency org chart The media organization The digital brief The planning process Negotiating the buy The digital media planner challenges Questions to ask Managing the Relationship The first 30 days Long term expectations Getting and staying on the plan Tactical issues Wrap Up & Discussion Organizing for a challenging sales environment Setting expectations Staying on the cutting edge Walk the talk Review Laredo Group resources

Tell A Friend or Associate About These Courses
All Laredo Group Courses are designed to enable students to immediately understand and engage in interactive digital media and marketing in its many forms. They are for all who need an understanding of Internet advertising best practices, ad programs, vocabulary, how ads are delivered and measured, how to differentiate and use branding versus direct response ads, and to understand the opportunities and limitations of what can be accomplished with online advertising and how this benefits advertisers. A limited number of students is allowed in each course, so each student can be assured of maximum interaction and learning and robust program presentation and curriculum, comprehensive manual and experienced instructors...in a setting that allows for greater interaction between instructors and students, providing more immediately relevant dialogue and information for each individual student. Note: All Laredo Group courses are updated and modified frequently to reflect the rapidly evolving and changing online advertising and media industry. All course outlines are therefore subject to change without notice.

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