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Lexicon
offers a rigorous, integrated approach to advertising sales management,
including strategies to:
- Identify
market changes and ways to keep in step with them:
- Optimize
the structure of your sales force;
- Improve
your publication's effectiveness as an advertising vehicle;
- Analyze
rate card structures;
- Translate
facts and perceptions about your publication into advertiser
benefits;
- Identify
prospects, judge how they should be approached, and determine
which merchandising services they should be offered.
Cooperative
Marketing
By
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.
We
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.
Marketing
Research
As
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:
- Where
are your best prospects?
- Why
do advertisers buy your competition?
- Can
you achieve "prime buy" status for your publication?
- Can
you leverage problems faced by the competition into added revenue?
- What
gaps exist in your advertising targeting?
- How
important is editorial content to your advertisers?
- What
kind of response does your potential advertising community expect?
- How
can you educate potential advertisers about your readers (their
consumers)?
- What
kind of "value added" enhancements interest potential
advertisers?
Added
Value
Once
these questions are answered, we can begin helping you develop
the selling tools necessary to translate information into revenue,
including:
- Media
kits and rate cards;
- Cover
wraps, bind-in cards, and house ads;
- Direct
mail promotions to advertise and media buyers;
- Space
ads for advertising trade publications;
- Merchandising
programs.
In
addition, Lexicon can help you help your advertiser qualify leads
and enhance their market targeting by creating value packages
such as:
- Joint
promotions;
- Special
issues, supplements, and sections;
- Special
distributions and event tie-ins; Advertorials.
Ad
Management
Once
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.
The
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.
Structure...segmentation...competitive
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.
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