Print - Newspapers, Magazines, Yellow Pages. Outdoor

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HandlingCompetition Part I
April 15, 2007

• with Elaine Buckley

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Handling Competition
Our Mission today is for you to

• learn and better understand your Competitors
  differences!

• be able to provide a clear selling strategy,
• making it easier when dealing with
• Competitive pressures!

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The Agenda Today
I. Three Schools of Thought on Competitors
II. Review Different Types of Competitors
III. The Five Most Valuable Words
IV. Your Product Features
V. Other Supporting Tools/Methods
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3 Schools of Thought on Competition

• DONT MENTION COMPETITION UNLESS
• THE CUSTOMER DOES.
• Every time you do, you encourage the customer
  to think,
• Perhaps I should take a look at this competitive
  product, they are obviously threatened by it

Dont Mention It!

• DONT TRY TO UN-SELL THE COMPETITION
• No matter how tempting it is to discourage an
  Advertiser from using a competitive product by
  reviewing their weaknesses,
• Dont do it!, instead encourage them to try
  your publication because of your strengths.

Dont Unsell It!

• DONT IGNORE COMPETITION and SELL PROFESSIONALLY
• Acknowledge competition, and then get on with
• the benefits of the Shopper and its products.
  

Dont Ignore It!
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Words of Caution!

• Every adverse comment must have a
• basis of fact. If you cant prove it
• dont say it!
• If you dont know how long or what the
  relationship with the competitor, to your
  advertiser, tread very carefully!
• Remember be careful of violating
• Anti Trust Laws

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Many Different types ofCompetitors
Direct Mail - Other Shoppers, ADVO, Val Pak,
Money Mailers, Solo Mailers, Quarterly
Magazines Print - Newspapers, Magazines, Yellow
Pages Outdoor - Billboard, Bus Shelters, Bus
Benches Electronic - Cable TV, Commercial TV,
Radio, and the Internet
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Who are Your Competitors?
Advo LA Times Cable TV Money
Mailer Chamber of Commerce Orange County
Register Community Newspapers Pacific Bell
Yellow Pages Coupon Express Trader
Publications Coupon Saver Pocket Coupon
Pack Daily Bulletin Recycler Desert Sun
Rent-A-Bench Dollar Saver
San Bernardino Sun Donnelly Yellow Pages
San Gabriel Valley Tribune EZ Ads Pix
Ads For Rent Magazine Val Pak ATT
Directories Yellow Jacket
And Many Many More!
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Here are someGreat Competitive Sourcing

• Newspaper
• Yellow Pages
• Coupon Mailers
• Shoppers
• Rack Publications
• Direct Mail
• Trade Magazines

Prospects who advertise in these vehicles believe
in Print media Pre-Qualified Prospects or Warm
Leads
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Know Everything about your Competitor
Create a difference prove the value of your
Publication or RATES become the
sole negotiating point!
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Introducing the5 Key Advantage Words

• Targeting
• Saturation
• Readership
• Reliability
• Flexibility

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The Definitions of the 5 Words
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Do you know the Common Features of Your Paper?
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What are your Features?
Raise your hand if your Paper offers
Targeting Zones, Demographic Profiles
Saturation Delivered to every home, Free
Readership Classified Ads Reliability Daily
or Weekly in the Homes Flexibility Different
Programs, Ad Sizes, etc
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Congratulations! You can use the 5 Words to
Handle Competition!

• Targeting
• Saturation
• Readership
• Reliability
• Flexibility

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The Jose Taco Story!
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Look at the Glaring Weakness !
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Do you have the best of all Worlds Vs. your
Competitors ?
How does your Paper stack up?
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Other visual examples to reflect your Papers
advantages over the Competitors
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Coverage/Circulation Media Comparison
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Readership StudiesMedia AuditsReadership by
Hispanics Read Past 4 Editions
Source The Media Audit Winter/Summer 2006
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Here is your homework assignment Pre-Requisite
to H.C. Part II

• Find out who and what your competitors are
  and what they do!
• Identify their strengths weaknesses in
  comparison to yours!
• Learn what they have to offer and make sure it
  is real and not a customer/rep perceptions!

Understand how to compete by knowing...
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How the 5 Key Words support the Features of your
Paper!
Saturation
Readership
Targeting
With your Supporting Features
Reliability
Flexibility
The Answer to Handling Competitors!
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Coming SoonH. C. Part II
April 15, 2007
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Learn how to deal with Competitive Rate Pressures
by
Reasoning With Your Prospect
Citing the Dangers Of Buying Based on Rates
Weighing The Value Of Price Reduction v.s. Respons
e
Getting All The Facts
Not Panicking and staying calm
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Thank You!Good Selling Everyone!
April 15, 2007
Write me if you have any questions! Ebuckley_at_Penny
saverusa.com