offers a rigorous, integrated approach to advertising sales management,
including strategies to:
market changes and ways to keep in step with them:
the structure of your sales force;
your publication's effectiveness as an advertising vehicle;
rate card structures;
facts and perceptions about your publication into advertiser
prospects, judge how they should be approached, and determine
which merchandising services they should be offered.
understanding your market and competition, as well as how advertisers
and consumers make decisions, Lexicon gives you the power to maximize
your demographic foundation and think beyond it - indeed, to tune
in to your advertiser's vision. By knowing how your advertisers
differ, you can develop appropriate market options to meet their
needs and value to their business.
show you how to better understand your buyer's motivations, business
climate and positioning. You and your team will do more than "sell
space". You'll offer solutions to marketing problems, opportunities
to find new markets, develop alternate avenues of distribution,
and create innovative promotions. By helping advertising prospects
solve their marketing problems, they'll become loyal customers.
we work with you to expand the conceptual scope of your marketing
program, we help form and respond to vital questions, the answers
to which precede enhanced and consistent growth. They include:
are your best prospects?
do advertisers buy your competition?
you achieve "prime buy" status for your publication?
you leverage problems faced by the competition into added revenue?
gaps exist in your advertising targeting?
important is editorial content to your advertisers?
kind of response does your potential advertising community expect?
can you educate potential advertisers about your readers (their
kind of "value added" enhancements interest potential
these questions are answered, we can begin helping you develop
the selling tools necessary to translate information into revenue,
kits and rate cards;
wraps, bind-in cards, and house ads;
mail promotions to advertise and media buyers;
ads for advertising trade publications;
addition, Lexicon can help you help your advertiser qualify leads
and enhance their market targeting by creating value packages
issues, supplements, and sections;
distributions and event tie-ins; Advertorials.
a knowledge base is established and the most appropriate sales
tools are created, Lexicon will help you develop effective advertising
management systems. We can help you find and implement solutions
for sales performance tracking by publication and by sales reps,
to allow for the most accurate budgeting and forecasting possible.
Account management can be enhanced by creating high-incentive
commission structures, and by providing reps with status reports
and follow-up reminders.
production process can also be integrated with ad management,
thanks to computer-generated production rundowns, reader service
automation, automatic generation of special manufacturing charges,
and press imposition layouts to free up color in books with limited
color pages. Lexicon can also help you implement the latest in
dummying technologies, to help your managing editors and production
coordinators cope with valuable late-closing ads.
analysis...marketing materials...value-added programs...ad systems...production
integration: Lexicon has knowledge and experience from which your
team can profit. Wherever enhanced advertising sales and management
strategies are required, Lexicon can help you find your advantage.