Borrell Associates
Borell Associates and The Laredo Group
present the Charter Series of the
Local Market Interactive Advertising
Sales Training & Executive Program

Laredo Group Course Completion Certificate Selling Level IThis first-time North American series of unique courses will provide data for each local market and sales training specifically developed to substantially increase interactive and integrated sales in local markets with local advertisers.

Over $12,000 of data and training value! Attendees will receive data for their specific local market for use in the course and in applying the learning and data once back in the field. The value of the data, consulting and training provided would typically cost over $12,000…but through this new program, you and your staff will be able to better understand the true revenue potential in your market and improve your digital and integrated sales revenue almost immediately…for a fraction of that cost!

You will gain a thorough understanding of industry terminology, technologies and interactive advertising principles and concepts. Also covered extensively are ad delivery, measurement, pricing, research and creative; with emphasis on those components that impact local advertising delivery, efficiency and performance.

Once the essential building blocks of interactive advertising are covered, course material expands to media types and platforms that work best for different local client objectives and how to respond to brand, direct response and brand-response campaign goals as well as their metrics and measurement criteria. Students will understand how digital currency and pricing relates to performance and how to use different research and data sources for better audience insights.

Registration Fees (Per student - includes continental breakfast, luncheon and break refreshments)
Early Bird prices reflect 15% Early Bird Discount (available 21 or more days prior).
 
Early Bird Pricing
Standard Pricing
2-Day Sales Training Seminar with Local Data and Executive/Management Briefing Session & Reception (first registrant/company only) $       1,695 $       1,995
2-Day Sales Training Seminar $       1,270 $       1,495
Executive/Management Briefing Session & Reception $          250 $           295
 

Register Now

   Who Should Attend, Agenda and Course Outlines

Who Should Attend

In-House Marketing Team
  • VP of Sales
  • Publishers
  • Managing Directors
  • Sales Directors and Managers
  • Sales Reps
  • National Account Directors and Managers
  • Account Directors and Managers
  • Account Executives
  • Account and Sales Planners
  • Ad and Revenue Operations
  • Sales Operations
  • Sales Assistants
  • Business Development
  • Marketing Directors and Managers
  • Interactive Marketing Directors and Managers
  • E-Marketing and E-Business Directors and Managers

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Agenda for All Courses (details subject to change)


8:30 - 9:00AM Sign-In/Continental Breakfast
9:00 - 9:15AM Welcome and 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
5:00 - 8:00PM Executive Session Reception (Day 1 Only)
5:30 - 7:30PM Executive Briefing Session (Day 1 Only)
Course Outline: Day One Course Outline: Evening One Course Outline: Day Two
Opening Keynote
This session by Borrell Associates will provide a view of the local advertising landscape like you’ve never seen it before. This session will illustrate how trends over several decades have followed predictable patterns. It will explain how advertisers always respond, and provide attendees with a powerful story — and supportive charts and graphics — to bring back to their companies and build into their own marketing materials.

Industry Overview and Trends

Defining What You Have to Sell
  • Capabilities of Media Publishers
  • Digital and Mobile Display
  • Search and Reach Extender Programs
  • Social Media Components
  • Placement and Targeting Options

Selling Digital and Integrated Programs
  • Defining Holistic Views of Media Opportunities
  • The Expanding Digital Ecosystem
  • Detailing the Journey to Purchase
  • How Media Influences the Purchase Decision Funnel
  • Executing Integrated Campaigns

Campaign Measurement and Insights
  • Terminology and Concepts
  • Turning Measurement Data into Insights
  • Options for Delivering Campaign Performance

Targeting Local Sales
This session by Borrell Associate will pull back the curtain on which businesses categories tend to spend the most on local online media. Instead of ready, fire, aim, attendees will be shown the best bulls-eyes in their specific markets. Each attendee will get a list of the top business categories in his or her market and how much they are spending in online advertising in 2012. Additional discussion will focus on what exactly those advertisers are buying — how much a large auto dealer is spending on video or banner ads, or how much a regional bank is spending on paid search or email advertising. This session includes a three-page handout detailing local online ad spending in an attendee’s market, and a list of the top 20 online advertising categories in that market.

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**Executive Session**
This session includes a cocktail reception from 5:00PM-8:00PM, that continues throughout the course presentation and discussion that will start at 5:30PM and end at 7:30PM

Local Industry Update

Digital Media Currency
  • Balancing Reach with Performance

Turning Media Selling Into Performance Selling
  • Redefining Sales Approaches and Strategies

Media Currency + Performance = Revenue

Training Topics and Coaching for Performance

How to Reinforce Learnings
Ad Sales Reality Check
  • Expectations Selling Direct vs. to Agencies

Understanding Your Market’s Potential
How much SHOULD your online sales be in 2013? This session by Borrell Associates will dip into Borrell’s database of 5,700 media companies to offer realistic benchmarks on how much media companies are making in online sales. Attendees will come away from this session with a clear understanding of the upper-limit potential of what they can sell in their market, as well as what sites in their peer group are doing. The session includes a two-page handout that benchmarks the attendee’s current online revenues against a selected peer group, and offers guidance on how much revenue might be attained with optimized sales performance.

Selling Advertising Performance
  • Selling Into the Objective
  • Managing Expectations
  • Overcoming CTR Objections
  • Impact of Creative and Landing Pages on Performance

Digital Media Currency and Pricing
  • Defining the Currency
  • Creating More Valued Ad Programs

Media Math Calculations
  • CPM, CTR, Conversion Rates, Post-Impression Actions
  • Return on Ad Spend
  • Calculating Efficiency vs. Effectiveness

Socially Smart Selling

Review and Wrap-Up
Registration Fees (Per student - includes continental breakfast, luncheon and break refreshments)
Early Bird prices reflect 15% Early Bird Discount (available 21 or more days prior).

Early Bird Pricing
Standard Pricing
2-Day Sales Training Seminar with Local Data and Executive/Management Briefing Session & Reception (first registrant/company only) $       1,695 $       1,995
2-Day Sales Training Seminar $       1,270 $       1,495
Executive/Management Briefing Session & Reception $          250 $           295

Register Now

Borrell Associates


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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