Business information written specifically for newspaper advertising departments

Sales and Marketing Data

WCAA looks at using data to uncover what advertisers want you to know
At the 2010 WCAA Conference, Bryan Gilbert, the Automotive Sales Development Manager with Freedom Communication out of Irvine, Calif., led a break out session specialized in utilizing sales and marketing data.

There are numerous data providers today, some large, some practically instantaneous, and most that your advertisers would value your acknowledgement of. Data can be used to know and intelligently show the advertisers that you care about their industry and their individual business. It’s important that you understand their market and their product. You’re not there just to sell ads, but rather, to make the most for their money, and to bring money into their business.

At the 2010 WCAA Conference, Bryan Gilbert, the Automotive Sales Development Manager with Freedom Communication out of Irvine, Calif., led a break out session specialized in utilizing sales and marketing data. The conversation discussed how he uses the data sources to provide the highest quality advertisements for his advertisers and his readers.

Some of the largest data providers, including Cross-Sell, R.L. Polk Co. and Experian Auto AutoCount, work specifically with automotive statistics that are current and up-to-date. Alternatively, Gilbert says, sources like CNW and RAM provide the consumer side viewpoints, they show what ads effect them. “Cross-Sell is probably the largest data provider,” Gilbert begins. The reports generate “New/Used Vehicle Market Analyses, New/Used Snap Shot Reports, State County/ Make Summaries” that are captured from the Department of Motor Vehicles and “State Dealer Summaries” that is available “quickly by county, [and tracks] everything that has been sold.”

A market analyses gives you a look at how the dealer that is advertising with you is doing. While asking them may suffice, often times, dealerships over exaggerate their success.

A market analyses gives you a look at how the dealer that is advertising with you is doing. While asking them may suffice, often times, dealerships over exaggerate their success. “[The market analyses] keeps them honest.” Gilbert says. This helps you in meeting their needs, because you know what they are. It’s no trouble if the marketer (in this case dealer) is struggling; it’s your job to use that data to help them.

The snap shot reports are a quick analysis of the market. It shows generic information that is helpful in a hurry, but Gilbert recommends digging deeper, use the market analyses to really know your customers needs. Also, the Statewide County/Make Summaries show how the product you’re working with is doing in comparison to the remainder of the state, broken down by county and make of vehicle, in this case. Along with that summary, it is important to use the state dealer summaries to know how the dealer is doing in sales comparably.
Gilbert reminds the room that you can use the data not only for generating new clients, but also to retain current customers. Show them the numbers. Let the facts speak for themselves.

Every sales rep on your staff should use data sourcing. The process can find out exactly what is working, how it’s working and why it’s working to give you an upper hand on a unique and caring experience for the advertiser and the reader. Data sourcing is a vital indicator in sales; it is a fundamental part of knowing your customer, yet it is not the only part of knowing your customer. “Data is current, but by itself, it’s not complete” Mort Goldstrom of the NAA says in the discussion. Use data sourcing wisely, and let it aid you into classified achievement.