BUSINESS DEVELOPMENT PROCESS

Business Development Process Smart Targeting/Quick Research VBR Using Research and Case Studies C.N.A. Critical Questions Post Meeting Marketing Brief Proposal Execution Recap/Renew

Five Critical Meeting Questions Best Practices: Five Critical Meeting Questions

Five Critical Meeting Questions Best Practices: CNA’s Five Critical Meeting Questions Strategic Advantage: What differentiates the client’s product/brand from its competition? What benefits/attributes/values can only they claim? Target Consumer: Who is their core customer? Lifestyle, personality, likes, dislikes, etc. What motivates them? Objectives: What are they trying to accomplish with their advertising and marketing? What is the theme and key messaging of their campaigns? What do they need to accomplish? Measurement: How does the client define successful marketing? What is the marketing budget for the campaign? Approval Process: What is the local decision making process?

Best Practices: CNA’s Strategic Advantage You want a clear understanding of what differentiates your client from their competition. What are the things they can only claim? Many times our clients want to claim best service, lowest prices, family-owned. It’s important for us to be able to help them identify a differentiation that will actually mean enough to their target to make them act. Identifying the strategic advantage is key to producing impactful creative.

Best Practices: CNA’s Target Consumer Rule of thumb is to get them to define the low hanging fruit, 10 year span vs. 25-54, their lifestyle, what motivates them, how do they engage with media throughout their day. We can always branch out. To put together an effective advertising strategy we need to have a clear understanding of their key target customer You might want to clarify if their target consumer is who the same as their current consumer.

Best Practices: CNA’s Target Consumer 18 to 25 year old, new to the work force, tech savvy, looking for efficiency, will see it as a waste of time to physically go into a bank branch.

DAY IN A LIFE OF YOUR TARGET CONUMER Content anytime and on any device DAY IN A LIFE OF YOUR TARGET CONUMER 11am: Texts family to remind them of weekend brunch. Checks Instagram. 10am: Hears about a contest to win Concert tickets. Enters to win on radio station website. Still listening to radio. 12pm: Goes to the gym. Listens to radio mobile app. 1pm: Prepares meeting materials. Sends significant other an Outlook invite for dinner next week. 9am: Checks email. Downloads images for presentation. Streams Music at desk. 2pm: Checks Facebook and shares a video from favorite radio station’s page. 8am: Drives to work listening to radio. 3pm: Looks up latest fashion trends. Orders shoes online. 6pm: Drives, listening to radio, to meet friends for dinner after work. 4pm: Searches for how-to videos on YouTube. 7am: Wakes up to cell phone alarm clock; checks Facebook and email on mobile phone.

Best Practices: CNA’s Campaign Objective Strong objectives need to be measurable. What exactly is the client looking to accomplish with their advertising? what do they want the target consumer to do when they hear they ad? Weak Marketing Objective: --Generate new business Strong Marketing Objectives: --Drive the target audience to the website to take a survey --Get the target customer to call and schedule an appointment --Motivate the target consumer to take a selfie at the Coke display and post on Instagram

Measurement Sample Measurement Questions: How do you define success? Best Practices: CNA’s Measurement Sample Measurement Questions: How do you define success? What does good look like? What will have happened during the campaign for you to consider your commitment a good investment? What is the marketing budget? This must be asked. Keep in mind we generally do not shop without some understanding of our budget.

Final Approval Process Best Practices: CNA’s Final Approval Process What is the process for us to work together? If the proposal we bring back is bang on … what happens next?

Post-Meeting Write-Up Process Best Practices: Marketing Brief/ Post-Meeting Write-Up Process

Post Meeting Next Steps - Goals Best Practices: Post Meeting Write-Up Post Meeting Next Steps - Goals Capture a needs analysis in a document that can be shared with the client and provide guidance for the campaign recommendations and creative. Help you move quickly and effectively to get back to a client with a solid proposal in a timely manner. The practice differentiates us from our competition.

Best Practices: Post Meeting Marketing Brief Best Practices: Post Meeting Write-Up Best Practices: Post Meeting Marketing Brief Keep it simple and use a template Organize your information around the answers to your critical questions Update your Research Brief Notes with Post Meeting findings: Target consumer Measurable business objective Differentiation Current Marketing/Marketing Messages Decision Making/ROI Measurement Process Timing/Budget Next Steps

Post Meeting Write-Up Template Sample Best Practices: Post Meeting Write-Up Post Meeting Write-Up Template Sample Website: Contact: Overview: Business Plan/Goals: Target Customer: Objective: Differentiation: Competition: Current Marketing: Marketing Messages: Campaign Time-line: Project/Assignment: Budget: Decision Making Process:

Post Meeting Marketing Brief KENTUCKY LOTTERY MARKETING BRIEF KY LOTTERY – FUELING IMAGINATION, FUNDING EDUCATION   http://www.kylottery.com/apps/ https://www.facebook.com/kylottery https://twitter.com/kentuckylottery Business Overview & Differentiation KY Lottery, consisting of various games, it is a government-regulated form of gambling. The Lottery began in April 1989. On April 4th, ticket sales began with first day sales of over $5 million. Lottery proceeds fund millions annually in state student financial aid awards, including the College Access Program (CAP) Grant, the Kentucky Tuition Grant (KTG), the merit-based Kentucky Educational Excellence Scholarships (KEES) program and the KHEAA Teacher Scholarship. The CAP Grant is a need–based grant awarded to qualifying undergraduate students attending a Kentucky college or technical school at least half-time. KTG is a need–based grant awarded to qualifying undergraduate students attending a private Kentucky college full–time. The KEES program is a merit–based scholarship given to Kentucky students based on their high school GPAs and ACT/SAT scores. The KHEAA Teacher scholarship provides financial aid to highly qualified Kentucky students pursuing initial teacher certification at participating Kentucky institutions. The Kentucky Lottery currently has over 2,800 retailers across the state. The average Kentucky Lottery player is between 30 and 55 years old, is at least a high school graduate, and has an income of $25K - $45K per year. Board has agreed to sell lottery tickets on web site and devices – starting fall to winter 2015, however not looking for digital platform help. They are going to call it I-LOTTERY – it will be geo-targeted, you can only buy them while in the state. Sales are up 5%, but didn’t make their budget The Low gas prices have helped lottery sales

Post Meeting Marketing Brief Challenges: Short Attention Spans Involvement with Devices – phone interaction is a challenge / mobile driven world Media is changing all the time Profit is at mercy of the State Showed year to year growth yet 6% under Budget Walmart and Meijer – not retailers Keeping Retailers Happy   Marketing Overview: Cut media budget 6 yrs ago by 1.8 million, layoffs etc. The marketing team is preparing an annual plan that they will present to the board in March.  It’s important to keep all communication confidential while we are building/collaborating a partnership so that Sherry and team can wow the board and get approval for a budget that will drive the marketing objectives A year ago Clear Channel came to them and presented an idea including Personality Endorsements Looking for ideas using “lucky” Promotions are great, but currently many not reach enough people.  Fit and worthwhile payoff is key. Radio brand engagement is critical to offer in partnership Education is needed and cannot be fulfilled in a :30 commercial Target Customer: Target 18+  people who shop at grocery stores and convenience stores and can be motivate to take action and buy a lottery ticket Adults 25-64 are heaviest users, 50+ super core Younger people don’t play as much as upper demos. The psych is “the dream”, but they say when you play it’s FUN to think about it

Post Meeting Marketing Brief Campaign Objectives: Get the people who are playing to play more…and those who aren’t playing to play. Get potential players to go to retail locations and buy Kentucky Lottery Tickets Generate a “feel good” for retailers --c-stores --grocery stores Drive engagement with the brand on-air, on-line, on-social, on-site   Current Media Mix: Louisville – Terry Meiners w/ iHeart Media Lexington TV Website Measurement/ROI Marketing team reviews sales monthly and will share with partners Success is identified by increased month to month, year to year sales by retailer Decision Making Process: Marketing team makes recommendations that are approved by a board The board generally takes the marketing teams recommendations  Budget/Time-frame/Next Steps: --$120,000 Radio Budget, - need investment options --Annual campaigns beginning of fiscal year

Takeaway Goal is to help you move quickly and effectively to get Best Practices: Post Meeting Write-Up Takeaway Goal is to help you move quickly and effectively to get back to a client with a solid proposal and next steps in a timely manner. Process is one document that you continue to edit: 1. Pre-Meeting Research Brief 2. Edited to Post Meeting Marketing Brief Late November… 3. Edited to 1st Draft Proposal 4. Popped into a Power Point for a Proposal