Spots N Dots
The Daily News Of TV Sales
September 13, 2017
MAKING FOURTH QUARTER GOALS - THERE’S STILL TIME
BUSINESS BREAKS LATER THAN EVER BEFORE
Summer memories are fading fast and fourth quarter is quickly closing in. For salespeople looking to make their budget for Q4 and 2017, sales consultants say look to the past for help.
“Look back at fourth quarter last year and determine what the top categories of business development were last year in the fourth quarter. That would be one quick clue to see what new business was last year at this time,” Center for Sales Strategy managing partner John Henley says. From there he suggests AEs whittle down the list and focus on a few categories—and clients—with the most dollar potential.
The Guld Resource Group president Michael Guldsuggests reps look at the final three months of the year as the Sept.-Nov. timeframe since December can be too unpredictable with the holidays. “Every day from this point forward I would look at it as a race to the finish line,” he says. Yet, he says the basic rule of focusing on the client’s products, services and goals instead of a station’s ratings remains as true as ever. “Instead of selling, focus more on sharing and solving. When we help our clients make their numbers, our budgets take care of themselves,” Guld says.
If an AE has had a less-than-stellar 2017 and is looking to turn that around before year-end, Jim Doyle Associates President John Hannon thinks a good place to start is to take stock in where your time is spent. “I would start locking in what is my call count, what is my closing ratio, what is the number I need, and that will separate perception from reality. It will tell you how many calls you have to make.” After that, Hannon says reps should hone-in on the categories that are growing and then get “vertical” within them. In the health category, for example, he says that could mean focusing on chiropractors. By becoming an expert in a segment Hannon says clients will feel more comfortable with a rep— and more willing to spend. “The biggest complaint that clients have about sellers in our industry is they don’t know about my business,” he says.
Guld says there’s no “magic bullet” to fixing a bad year by going after a particular type of advertiser in Q4. Retail remains vital during the holiday season, but he suggests getting off the major thoroughfares combed by every media rep in town. “The best way to sell long-term advertising is to develop a long-term plan,” Guld says. “Fourth-quarter should be the beginning of your 2018 plan but never pitch only a monthly or quarterly plan just to make your budget—take it out through next year.”
While there may be a temptation to give up on 2017 and focus on next year, but Henley thinks that’s a bad idea. “It would be foolish for anyone to believe that we’re done for this year,” he says. “There is so much activity that happens—business breaks later than ever before.”
While all the consultants say there’s no reason to scrap Q4, they also think the stakes are too high in 2018 to wait until January to worry about next year. Hannon says he’s hearing from a lot of clients that a sluggish 2017 has meant lots of reps are still concentrating on this year. “For the most part everyone is playing a bit of catch-up,” he says. But he points out 2018 is another “peak” year for political advertising, the Olympics, and regular events like the Super Bowl. Hannon suggests locking in dollars for those “tent pole” events as soon as possible. “If stations aren’t already out making their pitches they’re making a mistake because the money will be gone by the time they get there,” he says.
Guld also recommends not waiting until January. “The fourth-quarter is when clients start planning their 2018 budgets, their strategies, and marketing partnerships. You want to be in the door while there in the formulation stages before they make their final decisions. Be part of the solution.”
ADVERTISER NEWS
We reported yesterday that automotive dealers in Houston and other Texas markets were dealing with a surge of demand as flood victims rushed to get replacement vehicles, and the same is currently impacting Florida dealers in several markets. Cox Automotive, parent company of Kelley Blue Book and Autotrader, estimates a loss of about 130,000-200,000 vehicles in South Florida alone, and a potential loss of 200,000 to 400,000 for the full state and neighboring states. The chief economist for Cox Automotive projects overall September sales could be down as much as 10-15% because of the hurricanes, but October sales should be up by a similar amount. History has shown demand typically remains elevated for two to three months after a major storm……Early results from Amazon’s takeover of Whole Foods Markets suggests that both entities are enjoying sales boosts since the deal was completed. Bloomberg reports Amazon has put about 2,000 items on its site from Whole Foods’ 365 Everyday Value brand and quickly sold out of almost all the most-popular items, while customer traffic rose immediately at Whole Foods’ bricks-and-mortar stores, as much as 25% in the first few days. The director of the Retail Management Institute commented, “This is very early evidence that this marriage made in heaven between Amazon and Whole Foods is working”……In a different note about Amazon, Packaged Facts reports that 60% of Americans have made a purchase from that company within the last three months, adding that while Walmart remains the purchase destination of choice, “Amazon is breathing down its necks.” It adds that more than 80 million U.S. adults are members of the Amazon Prime subscription service……Perhaps there’s still hope for some bankrupt retail chains. We reported a couple of days ago on Gymboree’s imminent emergence from bankruptcy and now a bankruptcy court has approved plans for teen apparel retailer rue21 to emerge after closing 400 stores. The current chain consist of 758 stores in malls, outlets and strip centers……A restaurant analyst is offering a pessimistic outlook about Chipotle’s ability to fully recover from its food-quality scare that’s now almost two years old. A survey done by Cowen & Co. finds customers’ perceptions of Chipotle’s quality and value “remain near trough levels” and while the introduction of queso might produce a short-term bounce in sales, the chain needs “a more holistic brand halo” given its quality perceptions. The report also criticizes the chain’s price increases, noting prices have gone up about 5% in many markets with price increase rollouts ahead for other markets. On the positive side, average unit volumes last year were still strong at about $1.8 million per store, well ahead of most competitors.
NETWORK NEWS
ABC has given a put pilot commitment to a half-hour single-camera project that’s a new twist on the 1981 cult classic The Greatest American Hero. In the new version, the unlikely hero at the center of the show is named Meera, an Indian-American woman from Cleveland. Her talents include tequila drinking, karaoke and not much else. Then some aliens entrust her with a super suit to protect the planet. The Greatest American Hero comes from RachnaFruchbomand Nahnatchka Khan’s Fierce Baby Productions. Khan is the creator of ABC’s Fresh Off the Boat……CBS will air a primetime special from New York’s famed Apollo Theater on Wednesday, November 29th. It’s entitled Bruno Mars: 24K Magic Live at the Apollo. Executive Producer Ben Winston.noted, “For me, Bruno Mars is the greatest performer in the world. To be producing his first television special is a true honor.” It will be the first solo television special for the multiple Grammy winner……According to Variety, Jason George (Grey’s Anatomy) has been cast in the upcoming spinoff series that takes place in a Seattle firehouse. George, who has played Dr. Ben Warren in Anatomy since Season 6, will join the cast that includes Jaina Lee Ortiz who has the lead role in the spinoff. George will remain a regular on the Grey’s Anatomy cast throughout the upcoming fourteenth season until production begins on the spinoff…… Variety is also reporting that Dr. Mehmet Oz is developing a new series with CBS that explores the intersection of faith and medicine. The project will follow two surgeons, one who is grounded in hard data, and the other who pursues a dual mission of faith and science. The untitled project is based on the nonfiction best-selling book Miracles We Have Seen: America’s Leading Physicians Share Stories They Can’t Forget by Dr. Harley A. Rotbart. Oz and his wife Lisa are executive producers along with Grant Thompson, who will also serve as writer. Sony Pictures Television and CBS Television Studios will produce the show……The Late Show with Stephen Colbert is planning a retrospective to toast the comedian’s two years as the host of the show. The celebration of Colbert will air on CBS Monday, September 18th in the normal Late Show time slot after Colbert hosts the 69th Annual Primetime Emmy Awards Sunday night.
BUSINESS BYTES
For the first time in eight years, the FCC now believes there is “effective competition” in the wireless industry. The finding is important as it could pave the way for a merger or other consolidation in the industry which many observers have been awaiting. Having failed to clear the industry as competitive before, the federal government blocked an attempt by AT&T to buy T-Mobile six years ago. Since that time, Verizon, T-Mobile (using generally aggressive pricing) and AT&T have continued to gain subscribers, while Sprint has continued to struggle. There have been numerous reports and speculation that T-Mobile and Sprint could be interested in a combination, which may have been made more likely with the new ruling.
ACCOUNT ACTIONS
Advertising Age reports Papa John’s has started a review of its creative account, although media could possibly be impacted eventually. Incumbent Grey is part of the review as is its parent WPP, and the client’s Chief Marketing Officer said that while the account is not currently looking for a new media or PR shop, the hope is to find an agency “above and beyond just traditional creative.” Initiative is the current media agency for the account, which Ad Age estimates spent $235 million last year....Adweek reported last night that Allstate Insurance has parted ways with its marketing chief. Sanjay Gupta, a former Ally Financial executive had been chief marketing officer at Allstate for the past five years.
ECONOMIC NEWS
A report from the Manpower Group says the labor market will remain positive in the fourth quarter with 21% of employers expecting to add to their staff and just six percent expecting workforce reductions. And here’s some good news: Durable goods manufacturing jobs are showing the highest intentions for hiring in the past ten years. Other strong industries for job creation include Leisure & Hospitality; Professional & Business Services; Wholesale & Retail Trade, and Transportation & Utilities. Hot states for hiring include Delaware, North Carolina, Wisconsin, Minnesota, Montana, Oregon, South Carolina, and Utah.
SMALL BUSINESS LOOKING TO SPEND
The sentiment tracker from the National Federation of Independent Business rose again last month, with small business owners’ capital spending plans now at the highest level since the recession at the end of the last decade. Other aspects of the index in which business owners were particularly optimistic include job openings, expectations of better business conditions, expansion plans, and perhaps most importantly, sales expectations. The study also indicated there was an increase in business owners expecting to be able to raise their average selling prices, with that gauge rising to the highest level since 2014. Advertising plans are not a specific part of the study, but with so much optimism being expressed by small business owners, it would seem likely their advertising plans would also be bullish.
AMERICAN’S LOVE SPORTS
CNBC says consumers spent $56 billion to attend sporting events over the past year, according to a new study by CreditCards.com. The amount includes the cost of tickets, transportation, and food and drinks. By way of comparison, that’s more than double the $27 billion-plus that Americans spent on book purchases in 2015, according data from the Association of American Publishers. The average cost for a family of four to attend an NFL game is more than $500.
AVAILS
Are you interested in working in the “It City” of Nashville, TN? WKRN, Nashville’s fastest growing television station and #1 News website, is actively searching for an account executive to implement marketing strategies, develop new business and grow market share on existing accounts. WKRN is home of the CMA Awards on ABC, the Tennessee Titans Pre-Season, as well as the Nashville Christmas Parade, the local 4th of July and New Year’s Eve celebrations. CLICK HEREfor more info or to apply now. EOE.
CBS 5 and 3TV in Phoenix is looking for Account Executives to join their successful sales team. We need dynamic, motivated individuals who will present, develop, manage and solicit new and existing business accounts. The Account Executive will assess the market and meet with local businesses and learn about their marketing and advertising needs. You will achieve assigned revenue goals through sale of airtime, digital or other products and services. Please CLICK HEREfor more info or to apply now. EOE.
The Triad CW (WCWG, Greensboro, NC) seeks a dynamic General Sales Manager who is ready to take a growing station to the next level. The ideal candidate needs more than a successful track record; must demonstrate organizational skills, be an effective public speaker and have extensive experience in pricing and inventory management. Prior broadcast experience in an operation that includes a robust news footprint is a must. Top priorities will include developing and maximizing revenue opportunities, client engagement and customer services. Pre-employment drug screen required. Resume to: . EOE.
KOIN TV in Portland, OR seeks a Digital Sales Director to lead an experienced, high performing sales team. The ideal candidate will have a full understanding of digital metrics and the ability to learn new process and have the instinct to optimize campaigns. The Digital Sales Director will work with a team of account executives to create and sell a variety of integrated digital solutions. Portland is ranked 25th in DMA and koin.com is one of its’ top performing websites! APPLY HERE. EOE/M/F/V/D
Account Executive: Univision Chicago is looking for an AEwho is well connected in the market, is an incessant client solutions provider and is a dynamic business developer all wrapped into one. The AE will leverage industry expertise, market trends and deep knowledge of client’s needs to generate extensive client growth. Candidates must have media sales experience (broadcast and/or cluster platform sales preferred), and a proven track record of meeting and exceeding revenue goals. CLICK HEREfor more info or to apply now. EOE.
WPTZ/WNNE NBC5, the Hearst Television, NBC affiliate in the beautiful Burlington, VT/Plattsburgh, NY market has an immediate opening for a General Sales Manager. The ideal candidate will have exceptional leadership skills, ability to budget, forecast, manage inventory, coach a talented staff and generate new revenue. GSM will oversee NBC, CW, and MeTV channels in addition to digital platforms. Candidates must have previous sales/sales management experience in the television industry or comparable. CLICK HEREfor more information or to apply now. EOE.
WSMV/NBC Nashville, TN has an awesome opportunity in Music City for an Account Executive. We’re searching for talented AEs that know how to achieve assigned revenue goals, solicit new advertisers and increase their share of business. If you are an experienced driven self-starter and would love to join our team in Nashville and put satisfied advertisers on our station and digital properties, apply directly online at look for job code JR03770. EOE.
The Apple Watch will now warn you when your heart rate is dangerously elevated. Like when you see the price of the new iPhone.–Comedy Central
Man on train said he’s in back-to-back meetings all day, I suggested trying face-to-face meetings. He left without thanking me.–FunnyTweeter.com
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SPOTS N DOTS
The Daily News Of TV Sales
September13, 2017
Phone: 888-884-2630