Home' Local Media Today : August 2013 Contents 4 | LOCAL MEDIA TODAY | August 2013
With a clear mission of transforming
traditional local media sellers into top-
notch, well-qualified digital advertising
sellers, the second part of the LMA Sales
Certification training program is in final
production and will be open
for enrollment in mid-August.
The Advanced Digital Cer-
tification program is part two
of a three-part Sales Certifi-
cation training course pro-
fessionally produced and of-
fered by LMA. The first, The
Fundamental Media Course,
debuted earlier this year. The
third and final program, the
Sales Management Course, is
expected to release in Q4.
A multi-module, self paced, online
learning program, the Advanced Digital
Certification program will not only teach
media professionals how to sell digital
advertising more effectively, but how to
sell it in combination with traditional
media and how to use digital tools to de-
velop new business.
“This program is a natural next step
for those who have undergone our Fun-
damentals Media training certification
course,” says LMA’s Peter Conti, sales
& marketing director. “The
curriculum is in depth and
covers individual topics in a
more tactical way whereas
the fundamentals course is
more of an overview of a lot
of these concepts.”
How It Works
The Advanced Digital Certi-
fication Program consists of
26 modules divided into six
sections and takes a deep dive into all
things digital. The course is intended to
be taken in parts with each module run-
ning about 20-30 minutes in length.
Delivered via an online learning sys-
tem, students can stop and start at will,
replay modules to ensure full under-
standing and are tested along the way.
Advanced Business Development
The most overlooked opportunity in
local advertising sales today is using
digital tools to develop new business.
At a time when cold calling is becom-
ing a less effective sales method for
most local media sellers, the emer-
gence of search tools, social media
and monitoring tools are creating a
new approach for getting the atten-
tion of local advertisers. Modules in
this section include:
Prospecting in the Digital Age - So-
cial Prospecting Tactics - Using Linke-
dIn for Business Development - Digital
Conversation Starters - Focusing Your
Leads - Inbound Leads
The biggest shift in local media sales
over the last decade has been the
move from selling just one advertis-
ing product to an extensive line of 20+
advertising products. This requires a
completely different sales approach.
The focus is no longer “selling” a pros-
pect on one advertising product, but
rather understanding their unique
marketing needs, so local sellers can
pitch the right mix of advertising
products. Modules in this section in-
Building a Multi-Platform Package
One-Page Digital Proposal - Selling
Setting Client Expectations
The most intimidating aspect of sell-
ing digital advertising is how to best
establish expectations for clients.
Forget the digital jargon and metrics.
Most local advertisers only care about
the unique metrics of their business.
Students will learn when, where and
how to share digital success stories
and disarm prospects in the process!
Modules in this section include:
Presenting Digital Advertising - Re-
sponding to Digital Objections - Moni-
toring Digital Ad Campaigns
Digital Advertising Formats
All digital advertising isn’t created
equal and each digital advertising
format has its own unique marketing
strengths. Understanding the nuanc-
es of each format will help reps pitch
the best mix of digital advertising op-
portunities for each of their prospects.
Modules in this section include:
Display Ads - Online Video Adver-
tising - Social Media Promotion - Mo-
bile Marketing - Deal Promotions -
Digital Sales Ideas By Ad Category
Hard to believe web advertising has
been around for almost 20 years now.
Over that time, each advertising cat-
egory has developed preferences for
different digital advertising formats
and they are constantly changing.
This section will review the basic mar-
keting needs and digital advertising
preferences of the following local ad-
Automotive – Retail – Healthcare
Financial Services – Restaurants -
Key Digital Ad Sales Habits
In this final section local sellers will
learn about the habits of other lo-
cal sellers who have been success-
ful at selling local digital advertising.
Some of those habits include ongoing
education, time management, experi-
menting, sharing ideas and constantly
connecting with new prospects.
Like the Fundamentals Media Course,
successful completion requires a 90% or
better passing grade before certifica-
tion is declared.
For this program, LMA
selected the highly quali-
fied Stephen Warley, a
digital advertising sales
expert in local media
who has spoken at more
than 50 local media confer-
ences in the last decade. He
com in 2008, an on-demand sales train-
ing company providing over 35 sales
trainers and 600+ video modules to over
10,000 local broadcaster sellers.
With an MBA in media management,
Warley is based in Boston. Previously,
he served as Executive Director of Digital
Media where he developed and conduct-
ed training to better develop, market
and sell digital content.
The course is $495pp for
LMA members and vol-
ume discounts for 5 or
more students are avail-
able. Take advantage
of the volume discounts
and get your whole team
certified! Module descrip-
tions and enrollment at www.
localmedia.org/Resources. For more in-
formation, contact LMA’s Peter Conti at
804-360 -9434 or peter.conti@localmedia.
Special Introductory Offer! $50 pp
discount through September 30th
LMA Sales Certification Training, Part Two
Advanced Media Course Announced
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