Digital Roadshow: Borrell COMPASS Playbook
Category
😹
FunTranscript
00:00Hi guys welcome thanks for joining us this week.
00:11Before we get started into today's session,
00:13I just want to start by thanking you all.
00:16I want to thank you for your feedback on last week's quiz.
00:21We received 72 people gave us topics that you want to see on future trainings.
00:27This helps us so much.
00:30I have all those topics now into a spreadsheet and we can really give you guys the content
00:36in the training you're looking for.
00:37So can't thank you enough there.
00:39As always, please, please post your questions in the top right of the screen in the Q&A box
00:45or at any time just reach out reach out to any of the presenters directly.
00:49You can go to the next slide, Kim.
00:52So these these Thursday sessions we've gone over a lot of product training, right?
00:57A lot of product refreshers and then we also have talked about some sales tool and we
01:05could have the absolute best solutions which we do and the best sales tools.
01:11But if we don't position them in the right way, they fall short.
01:16So I'm happy that today were reviewing the barrel, the barrel compass data and how to position
01:22that in our sales process.
01:24I think it's going to help us kind of piece everything together with our sales tool and
01:30then talk more about our sales process.
01:32So on the agenda today, we're going to go through the workbooks that we have from Burrell and
01:40then we're going to talk about how to position the data into different stages of the sales
01:45process.
01:46Today with us, we have Maria Armand, the director of digital sales, who's going to talk more
01:50about the workbooks and kind of take us inside the workbooks and show us how to use the workbooks.
01:56And then we also have Todd Handy with us, who's going to shed a little light before we kind
02:01of dive into everything.
02:03So I'm going to hand it off to Todd right now.
02:06Hey everybody.
02:07Thanks for giving me just a minute.
02:08Actually, I appreciate it.
02:09I just want to set the stage for everyone on this.
02:12A couple of things and I want to get a couple of things out of the way.
02:15I know that several of you will say, hey, listen, I've been trained on the Burrell data before.
02:19I've seen the compass and so forth.
02:21Number one, you can't see it enough.
02:23And so I just want to make sure that we get that out that there's just no way you can get
02:27to know it enough, so having that reinforcement is very helpful.
02:34Number two, I heard folks say that sometimes the phone connection wasn't good or they didn't
02:38get a chance to ask a question or whatever.
02:40And so I want to make sure that you all understand that the reason that we're going through this
02:44today is not to say that we did do this before or that everybody didn't get it, but that I'm
02:49not sure that it was done in the best way that it could be, number one.
02:53And number two, because we've never gone down to the level of specificity that Maria
02:57is going to go through here with an actual playbook of how you can use this data.
03:02I don't want to step on her toes.
03:03I've looked at the slides.
03:04I think I'm not going to, but let me just tell you a couple of things real quick.
03:08One of the things I want you to keep in mind, because when I go through this compass data,
03:12I've been working with Gordon Burrell since 2009.
03:14When you go through the compass data, invariably someone will say, oh, that's not right.
03:19Those aren't the numbers from my market.
03:20Those are wrong or to hide or to load or this or that.
03:23Number one, the idea here is this is a third party.
03:26This is Burrell Associates.
03:28We subscribe to data that they provide just like we do with Nielsen or anyone else out
03:33there and they have their methodology.
03:36Maybe their numbers are high.
03:37Maybe they're a little low, but they are very good numbers and many media companies are using
03:42them.
03:43So number one, please don't discount the numbers whether or not you think they're high
03:47or not.
03:47And when your advertiser tells you that the numbers are too high or too low, that's what
03:53you want.
03:54I need you to understand that one of the biggest purposes behind this playbook is to get advertisers
04:00talking.
04:01So Maria will train on the playbook.
04:03But when the advertiser says, oh, I spent way more than that or dude, are you crazy?
04:07I'm not spending anywhere close than that.
04:09That's exactly what you want.
04:10Just like my mom taught me, don't ever ask your question about religion or money.
04:15One of the questions that's very difficult with advertisers is how much do you spend, right?
04:19They get very insular at that point.
04:21They want to fight back.
04:22They don't want to talk about that.
04:24You take that off the table by simply saying from the playbook, the things that Maria is
04:29going to share with you.
04:30And then they, I don't care how they agree or disagree.
04:33They'll get talking about that.
04:35So number one, it's that the second thing is you need to make sure that you use this
04:40as a quid pro quo.
04:41As Maria goes through the handouts and the things that you use for this, please, please,
04:46please do not just blast these out in prospecting and cold call emails that we aren't sure we're
04:51going to get a response on.
04:53This needs to be considered something premium that yes, I'm happy to give that to you.
04:58But the quid pro quo is I want to sit down and meet with you via Zoom or face to face so
05:03we can talk through it.
05:04If we blast this out there, they're going to look at that.
05:06They're going to say it's right.
05:07Yeah, it's wrong, whatever, and not talk to us.
05:10And then we've wasted the opportunity.
05:11So please make sure that it becomes the quid pro quo.
05:15And the last thing simply is this.
05:17This is an opportunity for you to see what's growing from a digital standpoint or I'm sorry,
05:22what verticals are growing from a digital standpoint.
05:25But it also gives you such a good target for who you should go after.
05:30And when you see verticals that are spending less in newspaper, TV, direct mail, or whatever,
05:36they're likely not just putting those dollars in their pocket.
05:39They're putting them somewhere else.
05:41So not only should you be going after those that are going to be spending more in digital,
05:45but make sure that you're focusing on those who are spending less in other media so we can compete.
05:50So I'm going to be finished at that point.
05:51I just wanted to give you a couple of highlights.
05:53And I'll let Ashley and Maria take it from here.
05:56Thanks, Ashley.
05:57OK, great.
05:58Thanks, Todd.
05:59OK, next slide, Kim.
06:03OK, so in the invite that I sent out, I had a link.
06:07And the link shows you where the Borel Compass data is organized.
06:12So we have when you log into Borel or when you log into Beasley Academy on the navigation bar on the left side of the screen,
06:19you'll see Borel Compass.
06:20You click into Borel Compass and you'll see your market and you'll see two workbooks in your market folder.
06:27All of the data is now organized.
06:29If you're anything like me, you love data, but you don't want to get lost in the data.
06:33So now we have one place to go to to find what you need and you can make it a habit.
06:37You can get comfortable with the workbooks, know where to go to find it,
06:40and then know what tabs to go to find the certain information you're looking for.
06:44So what I what I suggest you guys do is just get familiar with the workbooks,
06:49play around with the workbooks.
06:50So then you then you feel better when you're presenting the information.
06:54Next slide, Kim.
06:57OK, so we've we've shared this before.
07:00So our Borel Compass data helps us with both growth and retention,
07:04and it helps us in multiple stages of the sales process.
07:08So I'm going to give you guys an overview of these three stages and how the data helps us,
07:12and then we're going to go into each individual stage.
07:15So first, prospecting.
07:17With prospecting, we're going to use the first workbook,
07:21which is the strategic workbook to identify number one,
07:25the best categories to pursue based on the propensity to buy certain solutions.
07:29that we offer.
07:31And then categories that are switching dollars from competitive media.
07:35So newspapers switching to programmatic display.
07:38Number two, getting in the door.
07:42Booking an appointment, sparking interest.
07:45For this, we're using the second workbook, which is the handout client handout maker.
07:50In that workbook, you'll see individual tabs at the bottom of that workbook.
07:54For this sale for this stage.
07:57We're using the first tab, which is handout one to spark interest by sharing research.
08:03The research here we're sharing is the average categories spend within different types of media.
08:09So for a plumbing company that has 100 employees on average,
08:14on average, they spend X on social programmatic display and so forth.
08:19And then during the sale call, we're going to use the client handout maker again.
08:25The second workbook and we're using we're going to.
08:28We're using the first tab hand the handout one and the third tab handout three.
08:33We're using this to identify budget in the weakness in the customers advertising plan.
08:39Now normally with or without the Braille compass data.
08:43We're in the CNA and we're trying to uncover the budget and the weaknesses by asking questions.
08:49The data allows us to do this in more of a sophisticated way.
08:53And then also uncover opportunities that the client may not know exist without looking at the data that we're looking at together.
09:01OK, so now we're going to go into prospecting.
09:06Maria is going to show us the strategic workbook and show us how we can find the information.
09:19Alright, so I'm going to go ahead and share my screen.
09:23Hopefully you can all see that there right now.
09:26I'm in the strategic workbook.
09:28Thank you so much, Ashley, and thank you, Todd.
09:31Good afternoon, everybody.
09:32Thanks for being here.
09:35Maria.
09:36I think we're seeing your screen yet.
09:38Oh, you're not seeing it yet.
09:39OK, let me jump back in and see.
09:45OK, it's working now.
09:47We're almost there.
09:48OK, great.
09:52OK, how about now?
09:54Yep, we got it now.
09:55You got it.
09:56OK, excellent.
09:57Thank you, Ashley.
09:58Alright, so there are two main tools like Ashley and Todd were saying.
10:03There's this strategic workbook and then you also have the client facing handbook.
10:08So the strategic workbook is an internal document.
10:11And very simply put, it shows you where the money is.
10:15There is in the intro slide here.
10:18you can see the instructions of how to use the workbook.
10:23And as you dig into all these tabs, it's filled with so much great information.
10:30That's why I think Todd was saying you can never do this enough because there is so much here that it definitely takes a few times to dive in and remember all of the great data that you can pull from these reports.
10:44So the ad summary report gives you a nice 30 foot view of what's happening in your market.
10:51So again, every market has a custom strategic workbook just for their market.
10:57All of the information is already in there for you to be able to just dive in and take the pieces that you need.
11:04This ad summary report will tell you what is the local ad spend by media tactic and you can see in this example for Boston that 59% of all of the local media ad spend is going towards online.
11:21Newspaper is taking 6.9%.
11:24So this is for 2019 and then you can see what it's projected to be in 2021 as well and how those shares are going to be changing.
11:35So online is projected to continue to grow.
11:38No big surprise.
11:39There is 63.1% in newspaper is projected to decline at 4.8%.
11:46So this is good information for you to just be able to get that 30 foot view.
11:51We're all in a great position because we have radio and we have online to sell and we're able to take such a huge share of the local ad expenditure in the market.
12:02So that's your ad summary report.
12:05If you scroll down below the same information is depicted in these charts so you can take a look at that.
12:12It gives you a good 30 foot view the ad summary to report.
12:17These are your top 10 list.
12:19So again is Todd and Ashley were saying this can really help you to decide which business categories you should focus on in the red.
12:29You've got your categories that top 10 that are going to see the largest decreases and ad spend by media tactic.
12:36This is really important because you can target based on companies that are going to be switching from one media to another.
12:45So if banks are looking to switch what they're spending in cable, for example, what are they going to look to spend that on?
12:54Over in the green side here, you have your top 10 of all of the categories that are going to be increasing the most in spend by different type of media.
13:04No big surprise that we see online listed at the top and then you've got targeted display.
13:09So this is a nice summary here of everything else that's in these reports.
13:15The next tab has a whole other bucket of money in it.
13:21So in this tab you're able to see the promotion spend and you can sort all of these by using the drop down here.
13:32So sort largest to smallest very easy to use.
13:36The data is all right here and you can see what are the top categories that are going to be spending in promotions.
13:42Another really fantastic area for us with all the contests that we're able to sell and you can also just scroll over and look to see.
13:54Well, what is what makes up that promotion spend?
13:57Where is the money going?
13:59And these are all just percentages so that first column tells you the dollars and you can see that right up here.
14:062019 total dollar spent and again you can sort that using the drop down very easily.
14:13The next tab is for ease of use for this whole report.
14:18It's the channel index and it has everything listed in how you can drill down deeper into the media channels and get more information.
14:29So you can actually just link right into all these reports from here or you can use these tabs worksheet tabs below.
14:39So this is just for ease of use.
14:42It tells you everything that's contained in this worksheet.
14:45So radio when you're talking as an AE to your sales manager and deciding which categories you want to focus on.
14:54Radio is obviously a great area and report to go in and see OK for 2019.
15:01What are the business categories that spent the most in radio?
15:05And you've got your list right here.
15:07This information was all recently updated, but it is going to be updated again at the end of June with post COVID data.
15:16So be on the lookout for these reports as they all get updated.
15:20For now, if you focus on the essential businesses, you're going to be in a great position to use all this data and focus on those essential businesses and definitely look out to see what is what does it look like for 2021?
15:35So you'll see all the same data updated again at the end of June.
15:39So you can sort any one of these columns, largest to smallest.
15:44So who's going to be spending the most in 2021 in radio advertising and you can go back to this channel index and get these same reports for any of these here.
15:56So online total is a really good one.
15:59Online audio, online email, online targeted display, online video.
16:04Those are all areas that are growing in the market and you simply can just click on it over here.
16:11Or again, use these tabs, whatever you prefer.
16:15I apologize.
16:16I know this is a little small to see, but you all have the reports.
16:21So Ashley sent them to you in the meeting invite and you can get them through Beasley Academy and I'm available.
16:28She's available to dig in deeper and again, this is an internal report.
16:33So you definitely wouldn't want to send this out to any of your advertisers.
16:37It's for eight years to really use with their sales managers and look to see where the money is.
16:44So who's spending and it can help you to really cut down on the guesswork on which categories you should focus on.
16:53Focus on the categories that are spending on the products that we sell.
16:57So radio, online targeted display, online audio, online video.
17:02And again, don't hesitate to reach out to me or Ashley with any questions.
17:08That's all I've got for the strategic workbook.
17:11Back over to you, Ashley.
17:12Thank you so much, Maria.
17:14OK, so now we're going to go into the second stage here.
17:21Which is getting the appointment sparking interest, which there was a lot of feedback from you all requesting some training and content to be able to book more appointments.
17:34So hopefully this helps.
17:36So we have we have some lyrics here that I want that I just want to read to you, Mr. Advertiser.
17:45The reason I'm calling is my company here at Beasley invest heavily in research to help local businesses like yours be more competitive.
17:52In fact, one of the things I can do is show you how much money things are spending on different types of advertising and marketing right here in the Boston market.
18:01Not only how much they're spending today, but how they're applying those dollars to different marketing tactics and how it's changing over time.
18:09Would you like to take a look at that?
18:11So if we're using this to spark interest and book an appointment, if a client says yes, then go for the appointment, right?
18:19The goal of the cold call is to book the appointment.
18:21If at this moment in time the conversation does not lend itself straight into an appointment, use the data, use the research to ask more questions.
18:30Create a dialogue and be able to build rapport and credibility with the client to then get the appointment.
18:39So you could take it in two routes and control the appointment by using by using new lyrics.
18:45So now we're going to take you into the second client handout maker, which is the second workbook to show you where to find the research.
18:54So now Maria is going to share her screen again and take us into it.
19:01OK.
19:07OK, can everybody see my screen there?
19:13Yes.
19:14OK, great.
19:15Thank you, Ashley.
19:16Alright, so this is the client handout maker and this tool here does give you client facing reports.
19:26So you start by going into this worksheet right here called select category and highlighted in yellow.
19:34You have a drop down bar and there are over 100 different industries or business categories listed here.
19:43So whoever you are prospecting you would simply just select that business category.
19:49So we're going to use banks for this example.
19:52So that's been selected and then you simply just tab over to all of the handouts.
19:57You want to start with handout number one in handout number one.
20:02You would actually input some additional information here because this is a custom report.
20:08That is something that you can share with an advertiser.
20:12So here's where you would go ahead and ask that advertiser.
20:15How many employees do you have in the Boston market?
20:20How many bank employees do you have?
20:22So let's say they say 200 employees in Boston.
20:28Then it actually gives you an estimated local ad budget annual ad budget there.
20:35So you can see that number changed here.
20:37Hopefully you can see that.
20:38Let me make it this a little bit bigger, but that comes out to 513 and 374.
20:45If I change this employee count, let's say to 300, that's going to give a different number.
20:51But let's go back to 200 and put that in there.
20:56And you can see that goes back to the $513,000 there.
21:02And then it also ranks the media.
21:05So how is that ad expenditure broken out?
21:0949% is being spent online.
21:11You've got 10% going to newspaper, 10% going to direct mail.
21:16And as Todd had said before in his opening, this may line up with how that bank is spending their ad dollars.
21:24It may not at line up at all with what they're doing.
21:28It's not really the point.
21:29The point of going through this exercise is this is an average.
21:34This is coming from a third party research firm.
21:37They're taking tax data, business tax data and using it for this report.
21:42So it's real data that's coming back and it's coming up with an average.
21:49Now again, this may line up with what they're doing.
21:52It may not, but it gets you having a really strategic conversation with that advertiser.
21:58And it gets them talking about what their ad budget is.
22:01So they might tell you, oh no, I spend 300,000.
22:05Or I spend 700,000.
22:07And I spend only 20% of my budget online.
22:11This doesn't line up with what I'm doing at all.
22:13And that's completely fine.
22:15Because it's getting you to have a really great conversation.
22:20And next Ashley is going to cover even more.
22:24of how you can get even more strategic with that kind of conversation.
22:28And how it can really help you in the sales call.
22:31So back over to you, Ashley.
22:34OK, just to recap here.
22:37To spark interest and help book the appointment.
22:40We can entice on the phone.
22:43Entice the prospect that we have research to share.
22:46To book the appointment.
22:48And if that doesn't initially get the appointment booked.
22:52Then we can share some of the research.
22:54To be able to book the appointment.
22:56And create a dialogue.
22:57And build credibility there.
23:02OK, so now we're going to talk about.
23:04Using the data in the sales call.
23:07So we're using the data in the sales call.
23:11To find the weak willed beast.
23:13So we're using the data to uncover budget.
23:16Have a conversation around budget.
23:19And then find the marketing tactic.
23:22That they're using that's least effective.
23:25By uncovering this information.
23:28We can then position our solution.
23:31That can do a better job.
23:33Within their whole marketing strategy.
23:35Here's a tip.
23:37The more information that you can find.
23:40On the cold call.
23:41For example.
23:42The number of employees.
23:44The business has.
23:45The better prepared.
23:46You'll be on the sales call.
23:47To be able to position the research.
23:49To that business.
23:50So keep that discovery going.
23:52On the cold call.
23:53Even after you've booked the appointment.
23:55So you have some information.
23:57To be able to position.
23:59On the sales call.
24:00So now let's go into the data.
24:03With Maria.
24:04And see where we can find this information.
24:09OK, great.
24:10Are you able to see my screen?
24:13And see the handout one?
24:15Not yet.
24:16Not yet.
24:17OK.
24:25OK, it's coming now.
24:28OK, great.
24:29Do you see it now?
24:30Yes, we see it now.
24:32OK, fantastic.
24:33All right.
24:34So handout one.
24:35So this handout you would want to use.
24:38In the sales call.
24:40Because again, it is custom to that bank.
24:43Or that advertiser that you're talking to.
24:46And then you've got five other handouts.
24:49That you can print out.
24:50And speak with your advertiser about.
24:53You would never want to email this workbook.
24:56Over to your advertiser.
24:58As you all know.
24:59I just want to point out.
25:00For anybody that hasn't been in.
25:02To this workbook before.
25:04This input tab.
25:05Has all of the data behind it.
25:07This is a really heavy file.
25:09And really the only client facing reports.
25:12Are here labeled out in handout 12345.
25:15So just be mindful of that.
25:17I know a lot of you already know that.
25:19But for those of you that are.
25:20Just starting to use this information.
25:22I want to point that out.
25:24Handout number three is a great one.
25:27That I really like to go through.
25:29With advertisers as well.
25:30Because it breaks out.
25:32How the online spend.
25:35What that looks like too.
25:37So you saw here in handout one.
25:40That 49% of the total.
25:43Spend is going towards online.
25:45And then it ranks out all of the other.
25:47Media spend.
25:48Now let's say that this bank.
25:51Says to you that they're spending.
25:5430% of newspaper.
25:55Of their ad budget in newspapers.
25:57Where most banks are only spending 10%.
25:59That's an opportunity for you.
26:01To talk to them and say, oh well.
26:03How is that working out for you?
26:05Are you getting a really great return on investment?
26:08On your newspaper ad spend?
26:10And maybe they're not spending that much.
26:13Let's say online, for example.
26:15If they tell you that they don't really know.
26:18What they're getting is a return on newspaper.
26:21And you might have just located.
26:24What the weakest element is.
26:26Of their ad budget.
26:27Either way, it gets you having a really great.
26:30Strategic conversation with them.
26:32So you want to dive into those specifics.
26:34And then you can go into.
26:37Handout three and use this to talk.
26:40About what's growing in the market.
26:42So Mr. Advertiser more companies.
26:45Are actually going to be spending more on online video.
26:48on targeted display and online audio.
26:51Other banks are planning on doing this in the market.
26:54Does that line up with what you're planning on spending as well?
26:57And maybe it does, maybe it doesn't.
26:59But it certainly sparks some ideas.
27:01On products that you sell.
27:03And it's a great conversation.
27:05For you to be able to have with that advertiser.
27:08Seeing that you sell all of those products.
27:10And banks are looking to spend more money.
27:13In those products in the market.
27:16So, and it's all third party research again.
27:19These are my two favorite handouts.
27:21Handout one and three.
27:22But print them all out.
27:24Use what makes sense to you.
27:26The last worksheet here.
27:29Has business category definitions.
27:31That's for your own reference.
27:33But again, these ones here are the client facing.
27:37Reports handout number four is going to rank.
27:40media and show you all media.
27:43And show you what's growing.
27:45And what's declining.
27:47So you can see that newspaper.
27:49For example, banks are planning on spending.
27:52Less in newspapers into the future.
27:55So going from 10% to 7%.
27:58So this might be the weakest element.
28:02In their overall strategy.
28:04It may not be, but it gives you some really good.
28:07talking points to be able to bring.
28:10This research with you on sales calls.
28:12And again, if you have any questions.
28:14If I can help with anything, please don't hesitate.
28:17To reach out to myself or Ashley.
28:20And back over to you, Ashley.
28:23Great, thank you so much Maria.
28:26OK, so let's let's just recap.
28:29Let's recap what we're all compass.
28:31The data helps us with.
28:33It helps us with growth and retention.
28:35So on the growth side on the new business side.
28:38It helps us with by uncovering.
28:40The advertisers full marketing budget.
28:42And where the budget is allocated.
28:44We have a better opportunity of finding.
28:46Where they have under sold.
28:48So when we understand that information.
28:50We can then convert dollars.
28:52From some of their marketing tactics.
28:54To our solutions that can do a better job.
28:56And then on the retention side.
28:59By by providing this data.
29:02We're providing a valuable service.
29:04By helping advertisers be more competitive.
29:07And stay competitive.
29:08As they are a partner with us.
29:10Which is really really beneficial.
29:12For their business.
29:14For now and into the future.
29:16So on next next session.
29:20We have our barrel partner coming on.
29:23He just confirmed that he's available.
29:25At three o'clock on our Thursday session.
29:28To do more of a role play with us.
29:31And I think that will put a bow.
29:33On the all the data.
29:35And how to position it.
29:36So before then.
29:38Please go to Academy.
29:40Find your market workbooks.
29:41Because if you get comfortable with the workbooks.
29:44Then next session is going to make more sense.
29:47And of course please take the four question quiz.
29:50By the end of the day Friday.
29:51We had 72 people take the quiz last week.
29:54If we could beat that.
29:55I'll be so happy.
29:56So I appreciate you guys coming on today.
29:59And I appreciate appreciate all your feedback.
30:01And we'll see you guys next Thursday.
30:04Thanks so much.
30:06Take care.
30:11Bye.
30:12Bye.