Tv advertising sales skills
Beijing Chirui Fengbo Advertising Co., Ltd. has mastered better TV advertising sales skills.
1. Factors affecting advertisers' advertising time consumption:
Teacher Peng Xiaodong believes that under the education of international 4A advertising companies, domestic enterprises pay more and more attention to data as the basis for advertising time consumption. Audience rating, point cost, arrival rate, average exposure frequency, audience composition and other indicators have become important indicators for advertisers to choose advertising time slots, among which audience rating is particularly important.
Second, based on the above factors, TV advertising time consumption appears the following phenomena:
(1) The daily habits of domestic audiences have formed the peak of prime-time TV viewing at night, so advertisers gather in prime time.
(2) The SARFT 17 order restricts the advertising time in prime time, making it difficult to increase the advertising time.
(3) The advertising sales rate in non-prime time such as daytime is low, and advertising time resources are wasted. & gt& gt& gt More TV topics
Third, the existing TV coping strategies
(1) Constantly increase the price of prime-time advertisements.
(2) Adopt the sales strategy of package items, match the advertising time in prime time with the advertising time in non-prime time, and maximize the use of resources.
(3) Develop non-advertising time positions such as channel promo, after the opening song of TV series and before the end of the film.
Fourth, the problems faced by advertisers.
(1) A large number of advertisements of similar products gather, and the degree of advertising interference increases.
(2) In package advertisements, most of the time, the audience and the target audience are misplaced, and the ineffective delivery increases, which wastes a lot of advertising expenses on the advertising media marketing network in China and creates a miracle of advertising media marketing! )
(3) The cost of prime-time advertising is getting higher and higher, so we can only shorten the delivery cycle or even give up.
From the above analysis, it can be seen that prime-time advertising time sales are very tight, but non-prime-time sales are the weakness, according to the barrel theory? Short board effect? We should mainly start with improving the sales rate of advertising time in non-prime time (that is, strong advertising media marketing and weak advertising media marketing that Mr. Peng often emphasizes), so the marketing of weak advertising media time is the same as that of weak advertising media marketing.
Advertising sales speech
1. What should I do if the customer says no?
Note: when you hear this sentence, first see if the speaker is the specific person in charge.
(1) Ask what the reason is, and then communicate with the right medicine.
(2) If it is the person in charge, talk to him about something else, such as the current market and the situation of the enterprise. If not, ask who is in charge, or call another day.
(3) ? Who is in charge of this matter? ? I'm in charge. ? China has joined the WTO, forming a global integrated economy. Your information and products are placed on the Internet, not limited by region and time difference. Follow the trend of this era, people all over the world can know about your company, which will definitely make your company bigger and bigger.
(4) if it is the person in charge, it is necessary to lure it with benefits, and consult some specific circumstances of the company, and according to its timely
Move; If you are not the person in charge, you should avoid it in time, but you can get a general understanding of the operation of some companies and ask.
Who's in charge and what's the phone number? Call again next time.
(5) If I am not the specific person in charge, I will politely ask why I don't do it, so that I can contact this aspect.
Where is the person in charge? If you don't speak, you have to call again and get the contact information of the person in charge with other identities; if
Is the person in charge, I will ask why I don't do it, and then draw him a beautiful net.
A crooked image.
(6) Not the person in charge: threatening, you can't be responsible for the loss of the enterprise?
The company has just started. Not anytime soon.
The core of the problem: the company has limited funds.
Answer key: the company's advertising investment strategy.
Scene description: Hello, boss. First of all, congratulations on the establishment of your company and wish you great success. Secondly, I want to ask you a few questions. What are your strengths and weaknesses compared with the pioneers in this industry? (capital, brand, technology, advertising),
If you lack funds and brands, I suggest you adopt a new advertising form ―― website construction and network promotion. It is the fourth largest media with the characteristics of targeted advertising and superior cost performance.
In traditional advertising, it is mainly passive advertising, that is, product providers force their products regardless of whether the audience is willing to accept or buy them, while in search engines, potential customers query online according to their own needs, so it is called targeted advertising.
In traditional advertising, the advertising fee is surprisingly high. Advertising in CCTV is seconds, but the charge in search engine is very low, which can be said to be superior in cost performance.
Thirdly, Yahoo Search is the largest Chinese website in the world, equivalent to CCTV in the network, and the effect is self-evident.
Our company is developing new products. Contact after development!
The core of the problem: customers fail to understand the operation of advertising.
Key points: standardized process of product commercial operation.
On-site description: First, ask the customer about the features and ideas of the new product. Explain to customers that it would be better to promote the concept before the new product goes on the market. You can give some examples of internationally renowned IT vendors. For example, we often see IBM's advertisements about e-commerce on TV, which are not intended to promote IBM.
These products promote that IBM can provide e-commerce solutions, and the effect will be better. Can let some potential customers know the concept and characteristics of the company's new products, so that potential customers can become a reality in the future.
Customers.