Do you want to know the secret to selling more digital? Offer it.
Consider the following tidbit from the 2021 Borrell Associates survey with small business owners:
Respondents who purchased traditional media were asked if they were offered an "online element" and whether they purchased it.
Nearly seven out of 10 respondents said they were offered digital advertising by their media sales rep. And 73% of those offered bought it.
It's as simple as asking the question. But it's a little more complex than that.
Consider the three following scenarios to see which is most successful.
Scenario One: The client has agreed to a print ad purchase, but you don't bring up a digital bundle or offerings.
Scenario Two: The client is considering a print ad purchase, and you say, "Would you like to add online ads to our website?"
Scenario Three: The client is considering a print ad purchase, and you say ... well, before we get there, we need more details, which of course you know because you’ve completed the customer needs analysis. You know details such as:
Target demographics (ideal clients)
Pain points your trying to help the client overcome
Campaign goals
What will success look like when the campaign is finished
In this scenario, let's say they want to reach female millennials (see audience profiles) for dental services.
Thanks to the 2021 Coda Venture Louisiana Market Study, you could provide them with details such as:
That 53% of Louisiana adults said they have or plan to visit a dentist in the next 12 months, and newspaper media reaches 89% of them.
72% of millennials access newspaper media via the news site, 58% via news app, and 57% in newspaper e-newsletters
Newspaper media reaches 83% of female readers in the state
Your newspaper website's average unique visitors, page views or article views
In scenario one, you didn't ask about selling digital and if you don't ask ....
In scenario two, you offered them a product and not a solution to what they're trying to accomplish. So maybe you might get the sale.
In scenario three, you're a consultant, providing them insight and, this part is important, their desired audience. You have to bring data because in today's world, if you want to be a successful seller, you need to be a consultant.
So ask! If you have questions or need more details on the Market Study, let us know how we can help. You can reach me at jerry@lapress.com or 225-351-0702.
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