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The Future of Sales and Marketing

The Center for Sales Strategy Blog

Shopping for Solutions: Delivering the Perfect Digital Advertising Target

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Mid-February is an interesting time of the year. The stores, malls, and grocery stores are jam-packed with people shopping for Valentines Day. If you like to shop, this may be paradise… heading out with all of the other crazed shoppers, trying to find that one special thing for that special someone. But if you're not into shopping, you probably want to minimize the places you have to go.

Imagine if you only gave yourself one opportunity to find that special gift—you're determined to go to only one store. Some of you would get lucky. Others might find that is it out of stock, while others find that the one store chosen never even carried that special something. So what do you do if you weren’t lucky? Since you only gave yourself one shot, you have two options—find another gift or go home with no gift.

Don’t like those options? Me either, but when it comes to digital marketing, I see salespeople and marketers do just that all the time when using ad targeting to reach their target consumer—their someone special if you will. Instead of using multiple targeting options available to them, they make the decision to hyper-target… using just one behavior, age group, or a small geographic area. Doing that is the same thing as just going into one store to find your target gift. You might get lucky and generate results, but more often hyper targeting minimizes your chances to deliver results.

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Topics: Digital, selling digital advertising, integrated media solution, understanding target audience

What Does Your End Zone Dance Look Like?

CelebrateWhen football players score a touchdown, it’s not unusual to see them celebrate in the end zone. Long-term traditions include player renditions of the dirty bird, the “dunking” the ball over the goal post, or the famous (infamous, if you’re from Minnesota) Lambeau Leap. In recent years, the NFL has become more strict about excessive end-zone celebrations, because of their potential to be interpreted as taunting, poor sportsmanship, and… well, class-less.  (Do I need to spell it out with a Sharpie?)

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Topics: customer focus, understanding target audience, sales performance, Talent, Sales

Less Rocket Science. More Rocket Fuel.

sales strategyWe live in an age that seems to encourage complexity. You can slice and dice research six ways from Sunday to build a compelling argument as to why your product or service is better than the other guys’.  Spreadsheets, pie charts and white papers are only a few keystrokes away… and illustrate why the competition is inferior to the company you represent. 

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Topics: Proposal, Needs Analysis, understanding target audience, sales strategy, Sales