hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Revenue Development BFM 7387 Henry Loeser hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Revenue Development - Marketing •Before • •During • •After • • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Revenue Development – Marketing 4 Media •Receivers •Supporters hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Media Types •Film •Stage •Print •Outdoor •Push •Broadcast •Online / subscription • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Concepts / Terminology •“For-profit” vs. “Not-for-profit” hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Concepts / Terminology •“Commercial” vs. “Non-commercial” hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Non-Commercial Media •Fundraising channels •- Sponsors •- Donors •- Government hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Commercial Media •Advertising supported hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Marketing •Research •- buyers •- sellers •- products •- SWOT • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Marketing •Creating value & demand •- branding •- positioning •- messaging •- price / product / placement / promotion • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Marketing & Media - Client side •Research •- buyers •- sellers •- products •- SWOT • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Marketing & Media – Client side (Katz) •Creating value •- branding •- positioning •- messaging •- price / product / placement / promotion hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Marketing & Media – Client side (Katz) •Delivering the message •- magazines •- newspapers •- television (+ syndication, cable) •- radio •- outdoor •- direct mail •- non-traditional / below the line • • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Development • •B2B Sales • •Develop sales organization with specific territories/responsibilities/channels/priorities • •Customer relations management (CRM) • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Development •Short & Long Range Sales Programs hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Functions •Recruiting, interviewing, hiring hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Functions •Training hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Functions •Managing, motivating, rewarding hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Functions •Controlling, punishing, terminating hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management – Roles (Albarran) •General Sales Manager • •Local Sales Manager • •National Sales Manager • •Specialty Sales Manager • • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Systems •Monitoring and achieving budgets for revenue and expenses hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management – Systems (Peter & Donnelly) •Monitoring market activities and accurately forecasting market pricing • •Setting price parameters/priorities •- achieve a target return on investment •- stabilization of price and margin •- meet or prevent competition • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management – Systems (Peter & Donnelly) • •Accurately forecasting revenue for each sales channel and total •- executive opinion – big picture •- sales force composite - projections •- customer expectations – surveys, interviews •- time series analyses – trends, seasonality •- correlation analyses – variables vs. revenue • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management – Systems (Varey) •Optimize the customer relations management system (CRM) •- identify most important customers •- personalize customer interactions •- emulating dialogue •- new product development •- sales process management (Loeser) hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Systems •Coordinating personal selling process with overall marketing/promotion/program activities •CRM •Traffic •execution • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Systems •Coordinate selling process with internal production/scheduling/invoicing/accounting/admin/management activities hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Systems •Managing pricing based on inventory supply and revenue forecasts hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Management - Leadership •Represent the organization and product/service to external interests •Represent the sales function within the organization hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png The Sales Process – Sales Cycle •AIDAS Formula (Peter & Donnelly) •- attention •- interest •- desire •- action •- satisfaction hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png The Sales Process – Skills • •- Product knowledge •- Market knowledge •- Customer knowledge •- Tactics •- Buyer knowledge hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Process - Skills •Hierarchy of relationship selling •- pitchman •- consultant •- expert •- resource •- partner hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png The Sales Process - Interviewing •Relationship selling •- build rapport •- questions / consultation • - make offer • - trial close • - endorse/address objections • - trial close hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png The Sales Process - Interviewing •Neuro linguistic programming (NLP) • •Sensory Perception •- Auditory •- Visual •- Kinesthetic • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Sales Process - Interviewing •Neuro Linguistic programming • •Personality Type profiling •- Driver •- Amiable •- Analytic •- Expressive • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Revenue Development – Case Study •Indian News Media: Structural Trends (Chadha) •- Oligarchism •- Yellow Journalism •- Barter for equity •- Political malfeasance • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Revenue Development - Trends •New Technologies / New Media •- Commoditization •- Programmatic buying / Bots •- Social •- Search •- Rise of tech giants • • • hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Revenue Development - Trends •Trending •- Brands •- Channels •- Platfrorms •- Media hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png LiveSlide Site https://www.youtube.com/watch?v=3xAH8x9wkeU&t=44s hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Revenue Development – Case Study •Location-Based Advertising to Boost Film Ticket Sales (Fang et al) •Typical marketing challenge •New Media application •Concrete hypothesis •Baysian probabilities •Encouraging result hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png Revenue Development BFM 7387 Henry Loeser hashOverlay-FullResolve.png HD-ShadowLong.png HD-ShadowShort.png •