Advertising Summit

Increase your revenues with scientific sales

7 October 2010
Hamburg, Germany
Language(s): English; German (other languages optional)

Download (100730_advertising-summit_prg_2010_eng_6pager_v_13_web.pdf 2761 kb)

Register here		Inscrivez-vous ici

Anmeldung		Regístrese aquí

Introduction to scientific sales

The revenue opportunity
New technologies, new digital and mobile platforms,
the iPad, social media – all have great potential for our
revenue departments. They open endless opportunities
for creating new revenue streams outside the traditional
advertising box.

The challenge
The increased complexity of advertising strategies has a
direct impact on sales teams. The traditional way of selling
advertising, based mainly on selling the power of the
newspaper brand, is simply not enough anymore.
Today, advertisers want transparent metrics, better
measurability of effectiveness and accountability for
each ad campaign. The new technologies and platforms
bring in a new playground and require different skills
and education than the traditional print platform.

What to do?
In the long term, the revenue department will need a
high impact sales team. This means not only people who
are competent across channels but also number savy,
educated people who go deeper into the sales process,
statistics data and pricing psychology.
Therefore, the sales team of the future needs to take a
more “scientific” approach to the process of sales.

During this one-day conference, pragmatic case studies
from around the world will demonstrate how to create a
high-impact sales team, how to motivate your sales staff
and what the sales team of the future will look like.

Topics to be discussed

- What are “scientific sales”?
- How to create a high-impact sales team
- Multi-media sales department: Integrated or not?
- Teamwork: When editorial meets advertising
- Tablets: New ad formats, what do they mean for your sales team?
- Social media – Is connecting the future of selling?
- What do local online advertisers really want from you?
- Motivating sales team: Right tools, right training, right prices
- Measurement: The right currency to sell mobile, online and print ads
- How to cross-train your sales staff

For speaker's biographies please click here
Who will participate? Find out here

Moderator
Constantine Kamaras, Co-founder and Board Member, Interactive Advertising Bureau - IAB Europe;
Vice-Chairman, 24Media, Greece

Conference programme
Thursday, 7 October 2010

8.30 h
Registration

9.00 h
Welcome

Christoph Rüth, Managing Director, subscription-based and regional newspapers, Axel Springer, Germany
Dietmar Schantin, Executive Director, Publishing, Editorial and General Management, WAN-IFRA, Germany

Topic 1: Creating a high-impact sales team

Scientific sales or just back to basics?
Theo Blanco, VP Sales and Marketing, Upsala Nya Tidning, Sweden

Create – Cross-media sales team of the year
Jim Freeman, Trading Director, The Daily Telegraph, UK

Utilising legacy print sales staff to market online “local search” solutions (for big profits)
Mike Blinder, President, The Blinder Group, USA

Business journalism: When editorial meets advertising
Marc Reeves, Editor, TheBusinessDesk.com,
West Midlands, UK

Sport content and advertising
Rosarita Cuccoli, Secretary General of the International Association of Sports Newspapers (IASN), France

Topic 2: Motivating your sales team: Right tools, right training, right prices

Media metrics: The right currency to sell mobile, online and print ads
Staffan Hultén, Vice-President/Founder, RAM
Research and Analysis of Media, Sweden

The essential 21st century guide to multimedia training
Eamonn Byrne, Business Director, WAN-IFRA, France

Pricing roulette or pricing strategy?
Dr. Florian Bauer, President of the Board,
Vocatus, Germany

Ad booking - The mobile way
Stephan Puls, Head of production, FAZ – Frankfurter Allgemeine Zeitung, Germany

Topic 3: The sales team of the future

Keynote: Social news – How personalisation and virality drive engagement and traffic
Christian Hernandez, Head of Business Development International, Facebook, UK

New ad formats for tablets: What sales staff have to know
Gregor Waller, Vice President Strategy & Innovation Welt Group, Axel Spinger, Germany

Turning credibility into money: A new revenue model for newspapers
Max Levitte, CEO, cheapism.com, USA

18.00 h
End of conference

Post-conference workshop
Friday, 8 October 2010

Print and multimedia ad sales master class

This intensive one day ad sales training will provide news
media sales team managers with specific, practical tools
and techniques, necessary in today’s competitive, challenging media environment to make sure that the sales
team is positioned to garner significant revenue from
new advertiser categories.

A variety of exercises throughout the day will stimulate
discussion and debate as well as help participants apply
the knowledge to common advertising sales situations.

Topics

Fixing your sales organization for maximum results
- Effective sales team infrastructure
- Prospecting new business
- Getting in the door
- Establishing business to business rapport
- Closing more business
- Managing your time to make more money
- Having the qualities of the best salespeople

Best practices in multimedia sales success
- Hard numbers
- Multimedia trending and terminology
- Finding the business
- Putting together the right solution from your product choices
- Local product offerings
- Basic banner sales
- Online video sales
- Local search
- Email marketing
- Mobile advertising

Trainer
Mike Blinder, President, The Blinder Group, USA

Timetable

Wednesday, 6 October
20.00 h, Welcome reception

Thursday, 7 October
9.00 – 18.00 h, Conference

Friday, 8 October
9.00 – 16.00 h, Postconference workshop

Prices

Conference price
Thursday, 7 October 2010

WAN-IFRA members: EUR 650 + VAT
Non-members: EUR 990 + VAT

Prices include participation in the conference,
welcome reception, luncheon, refreshments during
the breaks and a season ticket to IFRA Expo 2010
(www.ifraexpo.com).

Post-conference workshop price
Friday, 8 October 2010

WAN-IFRA members: EUR 450 + VAT
Non-members: EUR 750 + VAT

Prices include participation in the workshop, luncheon,
refreshments during the breaks and a season ticket to
IFRA Expo 2010 (www.ifraexpo.com).

Conference and workshop language

English, with translation into German.

Other languages will be offered if more than
10 participants request it.

Location

Axel Springer AG
Axel-Springer-Platz 1
20350 Hamburg

Fees / Prix / Preise

For members:
EUR 650 + VAT

For non-members:
EUR 990 + VAT

Hotel

You'll find the following hotels nearby the conference venue.
Please contact the hotels directly to save your booking.

Renaissance Hamburg Hotel ****
Große Bleichen 36
20354 Hamburg
Tel.: + 49 40 349180
Fax: + 49 40 34918969

Renaissance Hamburg

Walking distance 170 m

Hamburg Marriott Hotel ****
ABC-Straße 52
20354 Hamburg
Tel.: + 49 40 3505 0
Fax: + 49 40 3505 1777

Hamburg Marriott

Walking distance 300 m

SIDE Hotel ****
Drehbahn 49
20354 Hamburg
Tel.: +49-40-30 99 90
Fax: +49-40-30 99 93 99
info@side-hamburg.de

SIDE Hotel

Walking distance 750 m

NH Hamburg-City ****
Feldstrasse 53 - 58
20357 Hamburg
Tel. +49.40.432320
Fax: +49.40.43232300
E-Mail: nhhamburg@nh-hotels.com

NH Hamburg-City

Walking distance 900m

( kb)