Using All Your Tools to Build Annual Contract Clientele City Publications 2013 Conference

Make Customers, Not Card Sales Develop long term Customers Understand What You Actually Have, and then…. Have a Plan to Build Your Card Counts, and Work It Relationships Aren’t Made, They Just Happen Find Them, Work Them, KEEP THEM

What You Actually Have to Offer Sell a marketing campaign, not a card Offer Annual or Multi Card Campaigns Only -Co-op s -Enhanced Solo Mail, First Reach -List service -Exclusivity (limited or absolute) -Mobile Landing Page / CP Website Page -Make some services available to annuals only -City Pub Digital Services (NEW!!) Single Cards are Just Fillers, Period

MUST SELLS WITH CARDPACK Co-op s Enhanced Solo Cards Most Flexible, Cost Effective Solo Mail Product Available Pre- s Included Post s Additional Cost 100,000 or 250,000 $ for Banner Ads Use Extra Spots At Your Descretion Add $4K-$5K Gross to Pack

City Pub NoVa Card pack/ Campaigns

Pour It On Lock Up Your Client Mobile Landing Page / Web Site Page Other Services 2/3 to 3/4 of leads generated go directly to google or web. Phone Calls are OLD Thinking to measure response For each phone response there are probably 3-4 other responses Call Tracking Overrun Cards List Services City Pub Digital Solo Programs Follow UP!

Why Are Annual Clients So Important? Single CardsAnnual Cards More Work per card Takes time to Sell Renewals = 40% Graphics cost more Cannot build card counts easily Business owns you Less Work per card Takes Same Time Renewals 75-80% Less Graphics Cost Sure way to build card counts YOU OWN THE BUSINESS

Ideal card deck make-up Single Cards = 20% Annual Cards = 80%

Building a Client Base 4 mailings x 25 cards = 100 SOLD CARDS ANNUAL CLIENTSSINGLE CARD CLIENTS SELL 15 THE FIRST YEAR 60 CARDS 15 sales a Year 80% RENEW 48 CARDS SELL 10 THE SECOND YEAR 40 CARDS + 48 CARDS 88 CARDS SELL 40 THE FIRST YEAR 4O CARDS 40 sales a Year 40% RENEW EACH MAILING Sell an additional 24 New Cards to Maintain the first year

Getting From Single to Annual Sell a marketing campaign, not a card Use All Your Tools Ask questions- find their needs or objections Counter with a Story: - Facts Tell, but Stories SELL (Use Other’s Stories) Last Resort Suggestion: Sell annual with a buyout clause for last mailing (counters the commitment objection)

In Conclusion, REMEMBER Make Customers, Not Card Sales What You ActuallyHave to Offer Sell Annual Campaigns Pour It On Lock Up Your Client