Paying attention to agency of record shifts and understanding what opportunities they present have the ability to take your media sales team to the next level.
You see, AOR shifts are a flashing sign of opportunity for several new business triggers to occur including:
- New campaigns
- Increased ad spend
- New agency hires
Other triggers to pay attention to include the hiring of new marketing personnel, suggesting a brand is increasing its efforts and attempting to expand to new audiences and markets. Oppositely, brands that have been struggling may hire a new agency in an attempt to combat declines.
Keeping track of all of this information on top of your daily tasks can be overwhelming. That’s why Winmo’s in-house research team does the hard work for you- here’s a list of AOR Shifts we predict to take place in H2 of 2019.
If you’re looking for daily insights on agency shifts and potential media opportunities, request a Winmo demo today. Until then, here is a sneak peak of the info you can find in our database as we are presenting recent AOR shifts that present opportunities for sellers right now:
Ketel One Vodka Taps Global Creative AOR Amid Spend Increases
Media Seller Opportunity: Ketel One Vodka hired independent FIG as its global creative AOR, with the first campaign set to launch this fall 2019. Sellers are encouraged to reach out now in order to secure revenue. Keep in mind that Ketel One holds planning conversations during Q3 and buying conversations during Q2.
Agency and Martech Opportunity: The main priorities for the brand is to increase engagement among millennials- and we’ve seen hefty spend increases to support this effort. Agency and martech readers are encouraged to reach out since Ketel One Vodka plans to move more work to indie agencies. Creative varies from brand to brand, and media has been out of Carat since 2016.
Get Ketel One Vodka’s AOR Decision-Maker Contact Information
Topo Athletic Launches Campaign Following Marketing Director, Creative AOR Hire
Footwear company Topo Athletic hired Michael O’Brien as its marketing director (brand CMO function), effective March. The company also hired NAIL Communications as creative AOR, effective May.
Media Seller Opportunity: Its most recent digital campaign “In Pursuit of Awe” encourages people to experience the outdoors- ads runs across Facebook, Instagram, YouTube and Reddit. There should still be opportunity to secure last-minute revenue, so digital sellers are encouraged to reach out.
Agency and Martech Opportunity: Since reviews tend to follow one another, other agency shifts are likely under the new leadership. Reach out for digital, media and PR work. Focus pitches on differentiating Topo from various competitors such as Nike, Puma, and New Balance.
Get Topo Athletic’s AOR Decision-Maker Contact Information
Roy Rogers Hires AOR to Assist with Expansion, Plans New Campaign
Western-themed QSR chain Roy Rogers is on the road to expansion. In order to support growth, the brand tapped MDB Communications as a new AOR and partnered with location technology platform SiteZeus.
As the new AOR, MDB Communications will oversee account planning and strategy, creative services and media planning. The main goal is to assist in building brand awareness through an integrated campaign using radio, digital, print, outdoor, experiential, social and earned media. It will focus on the brand’s four pillars- Quality People, Quality Products, Quality Experiences, and Quality Business in an effort to rebrand the restaurant.
Media Seller Opportunity: There is no set date for this campaign to launch, but sellers are encouraged to reach out now to secure campaign revenue. It targets audiences near its locations, with an emphasis on millennials and Gen-Z.
Sponsorship Opportunity: Roy Rogers has always been known to use sponsorships. For example, the brand partnered with famous baseball player Cal Ripken Jr. to support its 50th anniversary. With several new hires, strategy shifts are likely, so sponsorship sellers are encouraged to reach out.
Agency and Martech Opportunity: MDB is not handling media buying or PR, so those accounts may still be available. Those with restaurant experience in particular are encouraged to reach out. Focus pitches on helping in expansion efforts and ways to remain top-of-mind among competitors such as Hardee’s, McDonald’s and Arby’s.
Get Roy Roger’s AOR Decision-Maker Contact Information
Pantone Hires Global Communications AOR, Loses Global Marketing Head
Color specification and workflow tools provider Pantone tapped Huge as its global communications AOR, replacing incumbent KWT Global. The IPG agency will design and execute activations, partnerships, experiences and “earned-first” creative campaigns that engage B2B and B2C audiences according to reports.
Media Seller Opportunity: With no set date for these campaigns to launch, sellers are encouraged to start reaching out in order to remain top-of-mind. Focus on securing dollars tied to new products such as the SpongeBob and Patrick Star Pink. The company spends year round and tends to target a B2B audience (designers and creatives) and a B2C audience (primarily female millennials).
Agency and Martech Opportunity: Further agency changes are likely once Pantone names a replacement for global marketing VP Kathryn Shah and parent company X-Rite finds a replacement global marketing VP. Creative, media or digital accounts are likely all fair game. Focus pitches on ways to stand out amid competitors such as Benjamin Moore, Sherwin-Williams, and Valspar.
Get Pantone’s AOR Decision-Maker Contact Information
Cancer Center Memorial Sloan Kettering Hires Hispanic AORs, Adds to Marketing Team
Memorial Sloan Kettering (MSK), a cancer center with locations in New York and New Jersey, hired ALMA and Mercury as it’ Hispanic AORs. The sister Omnicom agencies will oversee marketing communications strategy, creative, media and events, as well as increase awareness of MSK’s superior level of cancer care.
Media Seller Opportunity: In H2 2019, the first work from the agency team is set to launch. Sellers are encouraged to reach out for revenue, especially those who can reach demographics in the greater New York area and healthcare business decision makers.
Agency and Martech Opportunity: Reviews tend to follow one another, and MSK has also bolstered their marketing team with a slew of hires who will likely review accounts within the next 12-18 months. Those with healthcare experience should reach out. Competition will include Media Storm on media, Pereira & O’Dell on creative and Digitas on digital.
Get Cancer Center Memorial Sloan Kettering’s AOR Decision-Maker Contact Information
HotelPlanner Hires Sponsorship AOR Amid Digital Display Increases
HotelPlanner, an online booking site for group travel, selected Innovative Partnerships Group (IPG360) as its sponsorship AOR. The agency will assist in helping HotelPlanner find revenue-generating sponsorships, naming rights, and B2B sponsorships.
Media Seller Opportunity: HotelPlanner typically uses sponsorships to target sports, entertainment, and prestige business, but may use IPG360’s capabilities to expand its target audience. Therefore, sellers who can reach the B2B and consumer demographics should reach out for work.
Agency and Martech Opportunity: With acquisitions of Room 77 and BackBid, HotelPlanner has seen an increase in spend. Reviews also tend to follow each other, so it wouldn’t be a bad idea to reach out for creative, digital, and media work. Focus pitches on standing out from main competitors like Meetings.com, Grouptravel.com, and CheapOair.
Sponsorship Seller Opportunity: HotelPlanner’s current partners include the Washington Redskins Professional Bowlers Association and the USA TODAY Sports Active Alliance. With a new agency in place, these relationships are likely to undergo review within the next 12-18 months.
Get HotelPlanner’s AOR Decision-Maker Contact Information
Justice Launches Entertainment Division, Expands Marketing Division
Justice, the tween specialty retailer, plans to emphasize experience and build brand loyalty with content like graphic novels, video series, music, documentaries and more. In order to produce this content, spend increases are imminent, which are expected to continue as its marketing team expands.
Media Seller Opportunity: With spend increasing and likely to continue, sellers should reach out to secure revenue. Keep an eye out for revenue tied to back-to-school, the winter holidays, new products, and expansion efforts.
Agency and Martech Opportunity: Justice hired Praytell as its PR AOR in July 2018. Since reviews tend to follow each other, reach out for creative, media and digital work with reviews likely within 12-18 months. Focus pitches on outshining competitors Old Navy, Rue21, and Mossimo.
Get Justice’s AOR Decision-Maker Contact Information
7 AOR Shifts Presenting Opportunities for Sellers Right Now
in Ad Sales, Agency New Business, Marketing Tech, Sponsorshipby Anna CrochetPaying attention to agency of record shifts and understanding what opportunities they present have the ability to take your media sales team to the next level.
You see, AOR shifts are a flashing sign of opportunity for several new business triggers to occur including:
Other triggers to pay attention to include the hiring of new marketing personnel, suggesting a brand is increasing its efforts and attempting to expand to new audiences and markets. Oppositely, brands that have been struggling may hire a new agency in an attempt to combat declines.
Keeping track of all of this information on top of your daily tasks can be overwhelming. That’s why Winmo’s in-house research team does the hard work for you- here’s a list of AOR Shifts we predict to take place in H2 of 2019.
If you’re looking for daily insights on agency shifts and potential media opportunities, request a Winmo demo today. Until then, here is a sneak peak of the info you can find in our database as we are presenting recent AOR shifts that present opportunities for sellers right now:
Ketel One Vodka Taps Global Creative AOR Amid Spend Increases
Media Seller Opportunity: Ketel One Vodka hired independent FIG as its global creative AOR, with the first campaign set to launch this fall 2019. Sellers are encouraged to reach out now in order to secure revenue. Keep in mind that Ketel One holds planning conversations during Q3 and buying conversations during Q2.
Agency and Martech Opportunity: The main priorities for the brand is to increase engagement among millennials- and we’ve seen hefty spend increases to support this effort. Agency and martech readers are encouraged to reach out since Ketel One Vodka plans to move more work to indie agencies. Creative varies from brand to brand, and media has been out of Carat since 2016.
Get Ketel One Vodka’s AOR Decision-Maker Contact Information
Topo Athletic Launches Campaign Following Marketing Director, Creative AOR Hire
Footwear company Topo Athletic hired Michael O’Brien as its marketing director (brand CMO function), effective March. The company also hired NAIL Communications as creative AOR, effective May.
Media Seller Opportunity: Its most recent digital campaign “In Pursuit of Awe” encourages people to experience the outdoors- ads runs across Facebook, Instagram, YouTube and Reddit. There should still be opportunity to secure last-minute revenue, so digital sellers are encouraged to reach out.
Agency and Martech Opportunity: Since reviews tend to follow one another, other agency shifts are likely under the new leadership. Reach out for digital, media and PR work. Focus pitches on differentiating Topo from various competitors such as Nike, Puma, and New Balance.
Get Topo Athletic’s AOR Decision-Maker Contact Information
Roy Rogers Hires AOR to Assist with Expansion, Plans New Campaign
Western-themed QSR chain Roy Rogers is on the road to expansion. In order to support growth, the brand tapped MDB Communications as a new AOR and partnered with location technology platform SiteZeus.
As the new AOR, MDB Communications will oversee account planning and strategy, creative services and media planning. The main goal is to assist in building brand awareness through an integrated campaign using radio, digital, print, outdoor, experiential, social and earned media. It will focus on the brand’s four pillars- Quality People, Quality Products, Quality Experiences, and Quality Business in an effort to rebrand the restaurant.
Media Seller Opportunity: There is no set date for this campaign to launch, but sellers are encouraged to reach out now to secure campaign revenue. It targets audiences near its locations, with an emphasis on millennials and Gen-Z.
Sponsorship Opportunity: Roy Rogers has always been known to use sponsorships. For example, the brand partnered with famous baseball player Cal Ripken Jr. to support its 50th anniversary. With several new hires, strategy shifts are likely, so sponsorship sellers are encouraged to reach out.
Agency and Martech Opportunity: MDB is not handling media buying or PR, so those accounts may still be available. Those with restaurant experience in particular are encouraged to reach out. Focus pitches on helping in expansion efforts and ways to remain top-of-mind among competitors such as Hardee’s, McDonald’s and Arby’s.
Get Roy Roger’s AOR Decision-Maker Contact Information
Pantone Hires Global Communications AOR, Loses Global Marketing Head
Color specification and workflow tools provider Pantone tapped Huge as its global communications AOR, replacing incumbent KWT Global. The IPG agency will design and execute activations, partnerships, experiences and “earned-first” creative campaigns that engage B2B and B2C audiences according to reports.
Media Seller Opportunity: With no set date for these campaigns to launch, sellers are encouraged to start reaching out in order to remain top-of-mind. Focus on securing dollars tied to new products such as the SpongeBob and Patrick Star Pink. The company spends year round and tends to target a B2B audience (designers and creatives) and a B2C audience (primarily female millennials).
Agency and Martech Opportunity: Further agency changes are likely once Pantone names a replacement for global marketing VP Kathryn Shah and parent company X-Rite finds a replacement global marketing VP. Creative, media or digital accounts are likely all fair game. Focus pitches on ways to stand out amid competitors such as Benjamin Moore, Sherwin-Williams, and Valspar.
Get Pantone’s AOR Decision-Maker Contact Information
Cancer Center Memorial Sloan Kettering Hires Hispanic AORs, Adds to Marketing Team
Memorial Sloan Kettering (MSK), a cancer center with locations in New York and New Jersey, hired ALMA and Mercury as it’ Hispanic AORs. The sister Omnicom agencies will oversee marketing communications strategy, creative, media and events, as well as increase awareness of MSK’s superior level of cancer care.
Media Seller Opportunity: In H2 2019, the first work from the agency team is set to launch. Sellers are encouraged to reach out for revenue, especially those who can reach demographics in the greater New York area and healthcare business decision makers.
Agency and Martech Opportunity: Reviews tend to follow one another, and MSK has also bolstered their marketing team with a slew of hires who will likely review accounts within the next 12-18 months. Those with healthcare experience should reach out. Competition will include Media Storm on media, Pereira & O’Dell on creative and Digitas on digital.
Get Cancer Center Memorial Sloan Kettering’s AOR Decision-Maker Contact Information
HotelPlanner Hires Sponsorship AOR Amid Digital Display Increases
HotelPlanner, an online booking site for group travel, selected Innovative Partnerships Group (IPG360) as its sponsorship AOR. The agency will assist in helping HotelPlanner find revenue-generating sponsorships, naming rights, and B2B sponsorships.
Media Seller Opportunity: HotelPlanner typically uses sponsorships to target sports, entertainment, and prestige business, but may use IPG360’s capabilities to expand its target audience. Therefore, sellers who can reach the B2B and consumer demographics should reach out for work.
Agency and Martech Opportunity: With acquisitions of Room 77 and BackBid, HotelPlanner has seen an increase in spend. Reviews also tend to follow each other, so it wouldn’t be a bad idea to reach out for creative, digital, and media work. Focus pitches on standing out from main competitors like Meetings.com, Grouptravel.com, and CheapOair.
Sponsorship Seller Opportunity: HotelPlanner’s current partners include the Washington Redskins Professional Bowlers Association and the USA TODAY Sports Active Alliance. With a new agency in place, these relationships are likely to undergo review within the next 12-18 months.
Get HotelPlanner’s AOR Decision-Maker Contact Information
Justice Launches Entertainment Division, Expands Marketing Division
Justice, the tween specialty retailer, plans to emphasize experience and build brand loyalty with content like graphic novels, video series, music, documentaries and more. In order to produce this content, spend increases are imminent, which are expected to continue as its marketing team expands.
Media Seller Opportunity: With spend increasing and likely to continue, sellers should reach out to secure revenue. Keep an eye out for revenue tied to back-to-school, the winter holidays, new products, and expansion efforts.
Agency and Martech Opportunity: Justice hired Praytell as its PR AOR in July 2018. Since reviews tend to follow each other, reach out for creative, media and digital work with reviews likely within 12-18 months. Focus pitches on outshining competitors Old Navy, Rue21, and Mossimo.
Get Justice’s AOR Decision-Maker Contact Information
Hot Off the Press: Nonprofit Organizations Who Need Marketing Assistance Right Now
in Marketing, Sponsorshipby Anna CrochetNonprofits present a unique marketing opportunity for businesses to partner in sharing their purpose and spread awareness of their story in order to gain support. On a mission to engage donors and volunteers, nonprofits represent partnership opportunities for businesses that are often overlooked or underestimated avenues for growth.
According to sources, up to 66% of consumers are willing to pay more for a company’s service that reflects their values. By teaming up with a nonprofit, a business can sell more products, engage new audiences, and be more competitive in the market as a whole.
We’re bringing you five nonprofit organizations who need marketing assistance right now:
1. Sundance Institute
Fills CMO Vacancy amid spend decreases
Sundance Institute, a nonprofit most popularly known for the Sundance Film Festival, named a new CMO to lead its marketing in an effort to build further awareness, sustainability, relevance and impact of the brand. Michael Monroe took on the CMO position in May and was joined by a slew of other marketing hires, proving the nonprofit is bolstering its team and ready to drive impact.
Agency and Martech Opp: A CMO shift is one of the leading prospecting triggers for an agency review. Monroe will likely reevaluate current agency relationships and strategies in place, so those with nonprofit experience are encouraged to reach out.
Media Opp: With new hires and potential new strategies under Monroe’s leadership, spend increases are likely. Sundance historically targets cinephiles and movie industry decision makers with digital, social, print, experiential and earned media. Ads run during the festival (January 23 to February 2), March and Q3. Additionally, keep any upcoming events on your radar for more opportunities.
2. NY’s E&I Cooperative Services
Issues RFP
Educational & Institutional Cooperative Services, Inc., a member-owned New York nonprofit corporation, is seeking to establish a cost-effective Master Agreement for branding, campus crisis assessment, and management according to the public RFP.
Additional Info:
The supplier is expected to perform the following services:
The budget is not disclosed, and the agreement will be for 5 years with the option of one five-year renewal. The final due date is July 25, with questions due June 18. Jim LoGrasso is the main contact and can be reached at jlograsso@eandi.org.
3. LifeBridge Health
Launches new brand identity, campaign amid spend decreases
LifeBridge Health, a healthcare nonprofit serving the Baltimore area, launched a new brand identity with newly hired creative AOR, StrawberryFrog. The “Care Bravely” campaign is designed to return the nonprofit to its core mission by promoting optimism, empowerment, creativity, and passion. A few weeks ago, the campaign launched via a dedicated website, a microsite and internal communications. Future promotion will include billboards, TV, radio, digital and print across the Baltimore region.
Media Opp: There should still be dollars to secure from the campaign, so sellers are encouraged to reach out. Then, focus on additional campaigns to follow. Keep in mind LifeBridge typically spends the most during Q1 and Q4 and targets the local Baltimore area.
Sponsorship Opp: While spend overall has been going down, those decreases are expected to reverse. As LifeBridge promotes it’s new brand identity and launches campaigns, it will likely leverage new partnerships. Don’t hesitate to reach out with ways to combat current struggles.
Agency & Martech Opp: After hiring CMO Brian Deffaa, LifeBridge is likely to undergo shifts under the new leadership. There is no current competition on the media account, so we recommend reaching out with agency reviews likely in the next 6-9 months.
4. The National Rifle Association
Switches presidents, sues AOR amid PR troubles
As they face financial troubles, The National Rifle Association is also undergoing an investigation of its finances since there have been reports of self-dealing and excessive personal spending.
These struggles have resulted in leadership shifts as well. Carolyn Meadows took the presidency effective April 29. These struggles pile on top of a $55 million revenue drop in 2017 as a result of a decline in membership dues, and the fact that guns are an increasingly sensitive topic. Issues also arose with longtime AOR Ackerman Queen, with a lawsuit against the indie agency citing violated services agreements and improper billing.
Agency Opp: With current agency relationships in jeopardy, there’s a chance for agency work for anyone daring enough to step into the mess. Pitches should include assisting Ackerman in his duties and combating declines and PR meltdowns.
Sponsorship Opp: The nonprofit typically relies on sponsorship as one of its main channels to spread its message. However, keep in mind spend is decreasing across the board.
Media Opp: With spend decreases, there are still available dollars for sellers to secure. Revenue is available year-round, with no established top spending period. The NRA typically runs ads on political media to target it’s main demographic of men over the age of 45.
5. City Year
Hires AOR amid CEO search, spend increases
The education nonprofit City Year hired Connelly Partners as its AOR after a competitive review. The first work from the agency is set to launch this summer and will be a digital-first campaign.
Media Opp: Sellers are encouraged to reach out with the upcoming campaign in order to secure dollars. Afterward, keep an eye out for year-round revenue. Keep in mind the nonprofit typically targets Gen-Z and younger millennials but is also attempting to gain awareness among donors, policy makers, and the broader public, particularly in specific locations.
City Year historically uses digital, social media and broadcast, but may see strategy shifts soon as they look for a CEO replacement.
Want to get daily updates of where the opportunity lies in the nonprofit space? Request a demo.
Predicted Agency of Record Shifts in H2 2019
in Ad Sales, Agency New Business, Marketing Tech, Sponsorshipby Erynn LaFlammeWhether you’re a media seller, vendor or new business professional, we all wish we had a crystal ball when it comes to accurately forecasting agency of record shifts. When a brand hires a new AOR, there is typically a multitude of agency reviews and vendor shifts to follow in the coming months. How do you know an AOR shift is on the horizon? Hold tight- you’re in for some valuable intel.
There are several triggers that suggest a brand might be reviewing agency relationships including the hire of significant marketing personnel, new or increased funding, new markets and audiences, recent signs of struggle, product launches, and spending shifts.
Though no one has ever proven the ability to accurately predict the future, by tracking these factors internally here at Winmo, we have predicted 74% of account shifts accurately, 3-18 months before they even take place.
To help you have a competitive advantage, we are not only giving you a list of brands who we predict will be making AOR shifts in H2 2019, but the context behind our predictions and actionable insights on how you should craft your outreach.
Want daily insights on more predicted agency shifts? Request a demo today.
1. Organic Valley
Named Marketing EVP Amid Brand Focus
Organic food company Organic Valley promoted Lewis Goldstein to marketing EVP (brand CMO function), effective February 2019. Having been with the company since 2011, Goldstein previously served as the company’s executive marketing director and most recently as brand marketing VP. Under Goldstein’s leadership, the brand plans to expand the marketing department as it is currently seeking an associate brand manager and PR director roles.
Agency & Martech Opportunity: It is expected that new personnel will review agency relationships and switching partners so new biz pros and vendors should begin reaching out as soon as possible to secure potential revenue dollars. Humanaut has handled creative, digital and social since 2015, while Junction 37 has handled media since 2016.
Focus pitches on helping Organic Valley with its new marketing strategy that focuses on the brands mission to go against “goodwashing” companies, or companies that say they are doing good in the world when they aren’t, and instead focus on authentic stories that promote the brand, not just its products.
Request a Demo for Lewis Goldstein’s Contact Info
2. E. & J. Gallo Winery
Launched Two New Campaigns After Hiring New CMO & Marketing VP
E. &J. Gallo Winery promoted Stephanie Gallo to CMO, effective November. Gallo has been with the company since 1997 when she joined as marketing director. She has also served as the company’s senior marketing director, and most recently, as its marketing VP.
Gallo’s promotion led to Anna Bell filling in the position of marketing VP along with several lower-level marketing title shifts. It anticipates personnel shifts under this leadership, so agency new business pros and vendors should focus pitches on helping E&J stay top-of-mind amid competitors like Summer Home Winery, Bronco Wine Company, and The Wine Group. Creative is currently split between Odysseus Arms, Proof Advertising and BBDO, while media is handled by The Integer Group. You may also find competition from creative agency Frank Collective, which assisted E&J with a new campaign for its Barefoot brand.
Agency & Martech Opportunity: Recent campaigns include “Joy of Missing Out”, which promotes the brand’s new 3-liter box format, “On Tap”, with three videos running across YouTube, social media and Barefoot’s website. The videos feature actress and comedian Mindy Kaling. There should still be time to secure last-minute revenue from the campaign, so sellers are encouraged to reach out.
Media Seller Opportunity: Sellers may also be able to secure revenue from Barefoot’s new canned wine spritzers. Remember that E&J is slated to buy 30 low-priced wine brands (e.g., Clos du Bois, Black Box, Estancia, Mark West, Wild Horse, Franciscan, and Ravenswood) from Constellation Brands for $1.7B in a deal slated to end in H2, so there’ll likely be promotions tied to those brands, as well.
Request a Demo for Stephanie Gallo’s Contact Info
3. Chuze Fitness
Named CMO To Assist With Expansion and Growth Plans
Low-price fitness club chain Chuze Fitness hired Billy Grenham as its new CMO, effective April. Grenham joins marketing coordinator Amanda Schroeder, former show manager at Wonderspaces (February); marketing coordinator Kinsey Karnes, former sales manager at Hang Accessories (February); and marketing manager Christine Welch, who was promoted from marketing coordinator in January.
Agency & Martech Opportunity: It is expected that the new marketing personnel will be reviewing agency relationships within the next 3-12 months, so agencies and vendors with fitness experience should reach out immediately for work and focus pitches on helping Grenham with his duties.
Upon his appointment, Grenham said he would help the chain grow by continuing its focus on building community, by offering a “signature customer experience” based upon “authenticity and intention” and by showcasing “Chuze’s commitment to fun fitness.” He will leverage Chuze’s in-house cinema, child car, HIIT training, heated yoga classes, in-house smoothie bar, and hydromassage to differentiate it from competitors like Planet Fitness, Gold’s Gym and LA Fitness.
Media Seller Opportunity: These focuses will help Chuze garner more awareness, so it can be in a better position for its expansion plans. The fitness chain will open eight new gyms in 2019 (some of which are confined to open in the Denver suburbs of Highlands Ranch and Englewood this summer). It plans to “open clubs across the country” at a later date. We imagine that along with this expansion and Grenham’s awareness-generating focuses, spend will increase- so media sellers should also begin reaching out.
Request a Demo for Billy Grenham’s Contact Info
4. Sittercity
Hired New Marketing Leader As Spend Increases
Online sitting company Sittercity hired Sachin Gadhvi as its new marketing head (brand CMO function), effective April. He most recently served as growth marketing VP of Cars.com.
Upon announcing his appointment, Gadhvi said he would leverage new tools like search-by-availability and request-to-interview to gain traction among “the first generation of digital native parents” (aka millennials). He will also help Sittercity “accelerate” with a new brand vision.
Agency & Martech Opportunity: Gadhvi will likely bring on agencies to assist with his duties, so reach out for work. Though we are unsure of who currently handles creative or media, PR has been out of Devine + Partners since at least 2018. Focus pitches on differentiating Sittercity from competitors like UrbanSitter, Care.com, and Rover.
Media Seller Opportunity: Gadhvi will likely further increase the brand’s spend to help it grow, so reach out to remain top-of-mind. Sittercity primarily targets millennial parents, especially moms. It usually spends highly throughout the entire year.
Request a Demo for Sachin Gadhvi’s Contact Info
5. Tribucha
Raised $1.5M Under New CEO, Searching For Marketing Head
The North Carolina-based Kombucha manufacturer Tribucha hired Paul Pritchard as its new CEO, effective November. Under his leadership, the brand raised $1.5M in a Series A funding round. The money will reportedly be used to improve its marketing efforts so the brand can stay top-of-mind amid the growing kombucha industry. Tribucha hopes to expand its sales and marketing team with 15 new personnel, one of which will be head of marketing.
With additional funding, Tribucha plans to expand distribution from 900 accounts to more than 1,500. Since it currently serves 22 states along the East Coast and the Midwest, co-founder Adrian Larrea said Trichuca will head “toward the middle of the country” and go national. It is already planning to break into Texas with a partnership with KeHE.
Sponsorship Opportunity: The brand has already been trying to improve its marketing efforts with sponsorships. It recently signed a partnership with the North Carolina Football Club, allowing it to place banner ads in the stadium and sponsor various running clubs. It also has sponsorship agreements with North Carolina Courage and The Raleigh Distance Project. Since this is a growing avenue for Tribucha, sponsorship sellers are encouraged to reach out.
Agency & Martech Opportunity: Once the head of marketing is selected, it is likely that an AOR, as well as a multitude of other agencies, will be brought on board to assist with growth plans. We encourage you to reach out now to stay top-of-mind. The brand will likely work with a partner who has strong PR capabilities. Focus pitches on helping Tribucha grow and differentiate itself from competitors such as Lion Heart Kombucha, Kevita and Humm Kombucha.
Media Seller Opportunity: With its additional $1.5M in funding and expansion plans in place, national sellers should reach out to stay top-of-mind. In the meantime, East Coast, Midwest and Southwest sellers should reach out to capitalize on immediate dollars. The brand does not have a top spending period, so keep an eye on year-round revenue and revenue tied to the new flavors set to debut at Natural Product Expo East in September of 2019. Keep in mind the brand primarily targets millennials and Gen-X.
Request a Demo for Paul Pritchard’s Contact Info
Winmo Named Atlanta’s Best & Brightest Companies – 2019
in Breaking Newsby Anna CrochetThe Best & Brightest Companies to Work For competition honors organizations that display a commitment to excellence in their human resource practices and employee enrichment. This year, Winmo is being recognized as one of Atlanta’s Best & Brightest Companies Places to Work for the seventh time.
We realize culture starts internally, and a key factor to our success is transparency. Our management and executive teams are extremely transparent with all aspects of the business including company vision, our roadmap, and financials.
Through this transparency, our employees are able to play a bigger role in catapulting our growth as a company. Annually we bring our entire company together to address culture and take the time to celebrate victories and identify areas of improvement moving forward.
Over the years, our employees have organized themselves into a series of internal committees, and we have also invested in both personal and professional development for all employees through multiple channels.
VTO Program
In 2018, Winmo established a community committee- a group of employees who have volunteered to help our organization achieve our mission of impacting 100,000 lives by next year (2020). Our community committee organizes quarterly events that allow employees to give back to the community as a group or individually.
Some VTO examples include our Winmo team volunteering to participate in Atlanta’s annual 48in48 event, working alongside hundreds of Atlanta marketers and web developers to develop new websites for 48 participating nonprofits in less than two days. Meals on Wheels is also an amazing opportunity for our team to interact with the community by providing nourishing meals to low-income and homebound seniors in Atlanta who are unable to afford or access adequate nutrition.
Catalytic Coaching
In an effort to help our employees achieve both their professional and personal aspirations, Winmo has developed a program called catalytic coaching. The process requires three different meetings with employees and their direct managers. In these meetings, the team member and manager go over areas in which the employee excels, the areas in which they would like to grow and a step-by-step game-plan on how to get there.
The program focuses on both short-term and long-term goals and ultimately allows Winmo employees and managers to have a strategy on how to achieve those aspirations. For some of our team members, buying a house was a long-term goal, for others, buying their dream car was their goal- no matter the dream, our management ensures anything our employees desire can become a reality with the proper guidance and strategy.
Fun Committee
Led by the ultimate Fun Captain herself, HR manager Barrett Corona, the fun committee is Winmo’s culture cheerleading committee. This group is responsible for keeping a pulse on our employees and coming up with monthly ideas to surprise and delight. The fun committee is a constant reminder that our organization truly believes in work-life balance. The committee has gone above and beyond to celebrate our employees with events that include bringing in rescue puppies for an afternoon of petting therapy, waffle stations for breakfast, food truck visits, and even a Mercedes-Benz Stadium tour.
Interested in joining our team? As a rapidly growing business, we’re constantly on the hunt for new talent to join our team. If you’re looking for your next opportunity, check out our open positions here.
But hey, don’t take our word for it. Check out what employees are saying they love about working at Winmo!
45 Digital Ad Spenders Planning in Q2
in Ad Sales, Agency New Business, Marketing Techby Anna CrochetAs we quickly approach the last month of Q2, the last thing you want is to waste time on leads that aren’t ready to buy or don’t have any budget available. That’s why we’ve put together a list of 45 digital ad spenders planning in Q2 with increases in spend and marketing efforts.
In addition to this downloadable list, we’re bringing you 10 brands with opportunities for you to pursue, with details to help you tailor the perfect pitch. This is just a small glimpse of the insight into agency relationships, planning and buying periods, and predictive sales intelligence within our platform. To experience everything Winmo has to offer, request your free trial.
These opportunities are designed to fill your pipeline with qualified leads, and we’ve included key decision-maker contact information to make sure you’re connecting with the right people at the right time. Best of luck!
1. Ralph Lauren
Ralph Lauren consolidated its global media roster from 12 agencies to four after a competitive review. The consolidation will allow Ralph Lauren to reduce operating costs so it can reallocate savings into marketing. Between 2018 and 2023, the goal is to increase sales by $1 billion and marketing by $100 million in the same timeframe.
Ralph Lauren plans to target the next generation of consumers using digital and social, so sellers who can reach this audience will have the advantage. Adbeat reports digital display over the past 12 months has totaled $1.4 million and been placed primarily via direct buy and Google.
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2. Yeti Coolers
In an effort to increase growth, Yeti Coolers announced its three objectives to achieve this include expanding its customer base, introducing new products, and accelerating direct-to-consumer. To support these objectives, Yeti will be increasing its marketing spend. Sellers reaching out should focus on new products, store openings, and year-round revenue since spend fluctuates.
According to iSpot, YTD national TV spend totaled $1.1 million and was placed across a variety of programming. Adbeat reports digital display over the last 12 months has totaled $2.2 million, an increase from the $1.4 million spent the year before.
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3. Walt Disney Television
Following the Disney-Fox merger, the Disney ABC Television added a number of networks to its portfolio which already included ABC Studios, ABC Entertainment, ABC Family, ABC News, and the Disney Channel Network, – as Walt Disney Television.
This rework saw a number of leadership hires including Shannon Ryan as its president of marketing. In her role, she will oversee media, creative, social, digital, publicity and talent relations. Agency and martech readers are encouraged to focus on securing creative and digital work in pitches. Keep in mind they have a slew of TV programs as competition, and spend will increase in order to support marketing success.
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4. Walmart
Walmart acquired adtech startup Polymorph Labs in an effort to improve how brands advertise on its platform. Polymorph’s self-service automated platform will help advertisers streamline the process for targeting audience segments. Walmart has been trying to shift strategy and improve digital marketing in order to better target a millennial audience. With spend set to increase and new initiatives to secure revenue from, sellers should reach out. Spend is high throughout the year, particularly Q3 and Q4.
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5. Apartments.com
Amid spend increases, apartments.com launched a campaign promoting the idea that the apartment you choose will change the future you. “Enter the Apartminternet” was created by AOR RPA, and last-minute revenue should be available. Apartments.com plans to spend more than $100 million this year across digital and traditional channels and keep an eye out for high spend throughout Q3-Q1. Apartments.com is focused on emerging platforms and SEO efforts.
iSpot reports a YTD national TV spend of $12.7 million dedicated to the new campaign. According to Adbeat, digital display over the last 12 months has totaled $3.4 million, an increase from the $1.8 million spend the 12 months prior. Ads are primarily placed via Google.
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6. Boston Beer
In a recent earnings call, Boston Beer reported that its advertising, promotional and selling expenses for Q1 2019 increased $4.2 million from that of Q1 2018. Increases are expected to continue as the company increases investments across the brands. Spend is high throughout the year, but typically spikes from Q4 to Q2. CMO Lesya Lysyj started this month, meaning agency reviews are likely to happen within the next six months. Competition will include Hearts & Science, and MMB on creative.
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7. Wyndham Hotels
Wyndham Hotels & Resorts reported that marketing, reservation and loyalty expenses increased by $4 million, which resulted in three new campaigns. There should still be dollars available from these campaigns, so sellers are encouraged to reach out.
Wyndham’s spend increases will continue with plans to acquire more brands and expand its Las Vegas presence. The company also recently expanded its marketing team and plans to spend more in H1.
iSpot reports a YTD national TV spend of $4.9 million, almost $4 million of which was dedicated to the new campaigns. Adbeat reports digital display over the past 12 months totaled $632.7K, placed primarily via direct buy.
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8. City Year
The education non-profit concluded its competitive review and hired Connelly Partners as its AOR. The first work from the agency will be a digital-first campaign set to launch this summer. Sellers are advised to reach out year-round with no top spending period established. Strategy shifts are on the horizon as the brand searches for a new CEO, and spend is expected to continue to increase.
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9. Obrigado
Brazilian coconut water brand Obrigado named Vermilion its US digital AOR. With no top spending period established, sellers should look for revenue throughout the year, particularly tied to new product launches. Obrigado typically targets better-for-you consumers.
According to Adbeat, Obrigado began using digital display in August 2018. Since then, it has spent $15,600 on ads placed mostly through Google. Agency and martech readers are encouraged to reach out since reviews typically follow each other. Potential creative and media work should be available within the next 9-12 months, and those with food and beverage expertise will likely have an advantage
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10. Beyond Meat
Plant-based meat company Beyond Meat raised $631.2 million in an IPO, selling 9.6 million shares at $65.75, 163% higher than the original asking price of $25. According to sources, roughly $50 million will be invested in product development and sales.
A large portion of these efforts will go into marketing considering the brand needs to stay top-of-mind in the industry and compete with competitors such as Impossible Foods and Tyson Foods. With increased marketing from the new funding, sellers are encouraged to reach out. There is no reported top spending period, but digital spend historically increases during August and September. Keep an eye out for special events, new products, and international expansion as well. Creative and media have been out of Stun since February, and Beyond Meat targets a millennial and Gen-X demographic.
Request a Trial for Access to Beyond Meat Decision-Maker Contact Info
Get the complete list of all 45 Digital Ad Spenders Planning in Q2 here:
Cash In On The Craze: 5 Subscription Box Brands Investing in Marketing
in Ad Sales, Agency New Business, Marketing Techby Erynn LaFlammeUpdated: July 15, 2019
In the past five years, the subscription e-commerce market has absolutely exploded, growing as much as 100% by some estimates. As competition intensifies, players in the space are willing to pay a premium to marketing partners who can get their offerings into the right hands.
Have you been interested in getting your company in the door with some emerging subscription box brands? Well, now’s your chance.
We’ve uncovered five brands who have made some significant investments in their marketing efforts, telling us spend is increasing, expansion is on the horizon and agency, media, martech and sponsorship services are required. Check out where you can secure revenue dollars with these emerging subscription box companies:
1. StitchFix
In February, Stitch Fix launched a new campaign focused on building brand awareness and highlighting its diverse offerings. In its Q2 earnings call, executive team members reported the campaign did extremely well, so we’re likely to see similar initiatives in the near future.
To remain top of mind for those campaigns, we encourage sellers to reach out sooner rather than later. Advertising spend has increased month over month, and we don’t predict that trend to slow down with continued success.
Request a Trial for StichFix’s Decision-Maker Contact Info
2. WineSociety
In August 2018, WineSociety named Lisa Perlmutter Kueffel its first CMO in an effort to fuel revenue growth, support its wholesale channel, and bring a bigger focus to events and brand marketing. Kueffel’s hire confirms that WineSociety is looking to expand its reach and also signals an agency review is likely. Emerging companies tend to consider PR agencies first in order to spread brand awareness before focusing on creative and media, but this wine subscription service is certainly one to keep on your radar as they expand their marketing initiatives across other disciplines.
Keep in mind that direct-to-consumer wine companies are heating up, and its market is expected to continue growing. From 2012 to 2017, the percentage of sales represented by DTC revenue for wineries jumped from 49% to 61%.
Request a Trial for WineSociety’s Decision-Maker Contact Info
3. PetPlate
Who doesn’t love to pamper their pets? PetPlate is delivering fresh-cooked, nutritious pet meals. The startup closed a $4 million seed funding round in June 2018 led by Dane Creek Capital in order to support their expansion efforts. PetPlate strives to become the market leader in the DTC fresh food category.
Mark Warren, Dane Creek Capital CEO, said “Demand for a healthy alternative to kibble will grow exponentially in the next few years. Given the superior quality of PetPlate and the emotional connection that consumers have with the brand, we are confident in the team’s ability to lead this next generation of pet food.”
Budgets are likely to increase as the service continues to expand, and agency and martech readers are encouraged to reach out in order to remain top-of-mind for potential agency reviews in the upcoming months.
Request a Trial for PetPlate’s Decision-Maker Contact Info
4. Curology
Skincare startup Curology enables one-on-one conversations with dermatology providers, offers a digital prescription program, and prescribes anti-acne and anti-aging medications that can be shipped directly to consumers.
In order to support expansion, the brand named Jadey Chow as VP of Marketing in May 2018. Chow brings marketing experience from Juice Beauty, Estee Lauder, and Bumble and will work to lead Curology to even larger growth.
In 2018, 98% of digital display ads were placed site direct with top destinations including youtube.com, aol.com, slashedbeauty.com, and various YouTube channels. Other main channels of investment include social channels such as Instagram, Facebook, Snapchat, Twitter and Pinterest in order to appeal to their demographic made up largely of women.
Request a Trial for Curology’s Decision-Maker Contact Info
5. Dropcar
Valet parking and vehicle care subscription Dropcar is continuing to build its brand and develop new markets since its start in 2015. According to CEO Spencer Richardson, their mission is to “power the next generation of mobility” by taking care of chores such as parking, oil changes, state inspections, repairs, and gas. This way, the only thing the customer has to do is simply drive their car, and Dropcar takes care of the rest.
Main channels of investment up to this point have included social media advertising through Facebook, Instagram, and Twitter. However, chances are high that the startup will be open to agency work as it ramps up expansion and advertising efforts within the coming months.
Request a Trial for Dropcar’s Decision-Maker Contact Info
6. Knotel
Flexible office space solution startup Knotel has seen a number of personnel changes since its $70 million Series B round last April. These changes include the departure of CMO Rachel Meranus after only seven months. While a replacement CMO has not been named, Knotel did hire two marketing directors in an effort to bolster the team, as well as a slew of lower-level personnel to support them.
In order to fuel rapid growth and increase brand awareness, Knotel just tapped Marino as its PR AOR. Additional agency shifts are likely under the new leadership, so agency and martech readers with B2B experience in particular are encouraged to reach out. There are currently no agencies on file for media, digital or creative. Focus pitches on helping Knotel differentiate itself from competitors such as WeWork, LiquidSpace, and Industrious.
Knotel just launched a subscription furniture service called geometry, which is a huge differentiator. The service will help companies meet their needs, remain stylish, and not have to throw out unneeded furniture, and is currently only available to tenants. Knotel will likely release a campaign to get the offering on people’s radars, so sellers are encouraged to reach out with spend increases predicted in the future.
Request a Trial for Knotel’s Decision-Maker Contact Info
Ready for more? Download our latest eBook for ten more marketing opportunities with emerging subscription box brands plus each brand’s verified decision-maker contact information.
Pre-Memorial Day Pump-Up Playlist
in Salesby Anna CrochetMemorial Day is on the horizon. An unofficial start to summer, we are all looking forward to some time off work, and a chance to celebrate the USA and enjoy the holiday. As a sales rep, however, you know this time of the year can bring a bit of a lull.
In order to get you in the Memorial Day spirit while simultaneously closing deals, we’ve compiled the ultimate Pre-Memorial Day Pump-Up Playlist. It could also come in handy so you’re not left scrambling for the best patriotic songs to play at your family cookout.
Regardless of what your plans are, you’re definitely going to need some music to keep your energy high in the office all week and the summer feels going strong into the long weekend.
From Miley Cyrus to Bruce Springsteen classics, we’ve got you covered for all things USA. Check out our Pre-Memorial Day Pump-Up Playlist here:
The Silicon Prairie: 3 Reasons To Take Your AdTech Company to the Midwest
in Marketing Techby Anna CrochetStartups and investors are increasingly shifting their focus from the Silicon Valley to the Silicon Prairie as technology makes a great migration to the Midwest. The Midwest has established itself as a culture with a distinctive brand of entrepreneurship, and we’re taking time to shed light on a region that has been undervalued up until this point.
While the Silicon Valley will forever have a reputation of drive and ambition from the invention of Google to the creation of the computer chip, change is among us and the Midwest is becoming known for things beyond its rural terrain and farming- it’s on the rise as a technological and innovation hub. The tech advancements once made in San Francisco are now supporting a rapid expansion in the Midwest and producing excessive technology, and more importantly, the companies of the future.
Are you currently on the verge of starting an adtech or martech company? Keep reading three reasons the Silicon Prairie is the ideal place to build your business on a foundation of success.
1. The Midwest is Booming
Opportunities are abundant throughout the Midwest, and we want to take the time to highlight the amazing entrepreneurs, technologies, and companies expanding the region. Sources suggest 90% of the future technology market capitalization will be created outside of Silicon Valley, and they just might shift to the Midwest.
Within this region, there are 150 Fortune 500 companies. Along with this, 25% of all computer science degrees are awarded by Midwest universities such as University of Chicago, Notre Dame, Michigan and Wisconsin to name a few. With all of these high-quality schools within an hour’s flight, there certainly isn’t a shortage of talent to choose from.
The Midwest is also home to 60% of the country’s manufacturing base and makes up 19% of America’s GDP. However, in a place so ripe with innovation, it accounts for only 5% of all venture capital funding.
There are certainly key advantages that allow a company to thrive in the Midwest, one being a lower cost of living. According to estimates, a startup in the Silicon Prairie could have a burn rate of 50% less than a Silicon Valley startup with the same employee headcount and office size. Because of this, companies in the Silicon Prairie can push toward profitability faster. Cost of living as a whole is about one-third of what it is in California.
Lastly, a lot of companies on the coast are attempting to solve problems that exist in Middle America. Startups in the Midwest are better able to tackle these problems due to the fact that they are physically closer to them.
2. Economic Growth is Exploding
In the past, the vast majority of tech investors have poured their money into California, New York, and Massachusetts, making up 76% of all venture capital investments. However, last year the total investments in Midwestern companies reached an all-time high of $4.5 billion.
The companies sprouting up here are not only generating revenues and booming technologies but economic growth for the region as a whole. There is a focus on manufacturing and agriculture, but also industries such as insurance, IoT, healthcare, and bioengineering have contributed to the area’s success as well. This boom in business has created thousands of job opportunities for locals as well.
Stephanie Luebbe is the executive director of the Nebraska Angels, a network of 60 angel investors who have invested $11 million in local startups. She emphasizes the importance of the fact that companies are not only starting in the Midwest, but they are choosing to stay there rather than relocate to places such as San Francisco.
The Midwest market is surging as technology companies begin to elevate their presence in the area. With a distinct approach to business, success is predicted to continue. While the Silicon Prairie isn’t replacing the Silicon Valley by any means, it is without a double special in its own way and a rising hub for growth and innovation.
3. It’s Still Maturing
The best part of all? The Silicon Prairie is still a developing region and room for growth is astronomical. As the Midwest begins to gain attention as one of the leading tech hubs for entrepreneurs around the country, it is certainly a place to have on your radar. Many leaders in the tech world are starting in the Silicon Prairie and receiving national recognition for their advancements.
For those in the adtech and media space, this area of the country is remarkable and allows for tremendous growth throughout the industry- something any company involved can reap the benefits from. These startups are contributing largely to America’s innovational success with no signs of slowing down.
The Silicon Prairie gives startups the opportunity to focus on things that larger, established entities aren’t able to. These tech companies are working on innovations that will continue to make an impact across the nation, and these applications in technology are ones to pay attention to in order to take your business to the next level.
5 Brands Heating Up Marketing Spend for Summer 2019
in Marketingby Anna CrochetAs the summer season quickly approaches, consumers are busy planning vacations, shopping for lighter clothes and searching for new means of entertainment. To help consumers find the best locations and products, brands are heating up marketing spend and bolstering marketing efforts to capitalize on these needs.
By keeping up with the latest brand updates, our in-house research team has curated a list of five brands in particular who are showing significant investment in marketing this summer with shifts in strategy and hires of significant personnel. These triggers indicate that marketing and advertising assistance will be required from all angles including new technology investments, new campaigns, and new partnerships.
These brands are likely to be making significant spending moves throughout the season, and we want to keep you up to date and a step ahead of your competitors when it comes to capitalizing on these opportunities.
Check out five brands making marketing moves in preparation for summer and how you can get involved:
1. Boston Beer
According to our in-house team of researchers, Boston Beer reported that its advertising, promotional and selling expenses for Q1 2019 increased $4.2 million in comparison to that of Q1 2018. These increases are expected to continue as the company invests in advertising, promotional and selling expenses for the remainder of the year.
The majority of these investments will most likely go to Sam Adams and Angry Orchard’s new Rosé which will be promoted more heavily. Along with those brands, Twisted Tea and Wild Leaf may see increases after the promotion of Zach Hotz to senior marketing director of both brands. Tura Kombucha also bolstered its team with the hire of its first brand and executional manager.
With new hires, spend will continue to increase. Sellers are encouraged to reach out, especially with the hire of CMO Lesya Lysyj, who started in late April. Keep an eye out for agency reviews within the next 6-9 months. Competition will include Hearts & Science responsible for media and MMB on the creative front.
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2. Hotels.com
Hotels.com is gearing up for traveling throughout the summer months by rolling out an expansion of its ongoing “Captain Obvious” campaign. There may be last minute dollars available, and also opportunity to capitalize on their top spending period in H1.
When pitching, keep in mind Hotels.com is recently shifting their target demographic towards a millennial and Gen-Z audience. Within the past 12 months, Adbeat reports that the company has spend $26.8 million on digital display placed primarily through Youtube. Other channels of investment include outdoor, radio, print and social.
Hotels.com hired MediaCom to handle media last year and ICF Next picked up PR duties in early 2019, so a creative review may follow. Another signal for shifts is the recent bolstering of their marketing team with several new hires, a review is likely within 12-18 months.
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3. Kohl’s
With the shift of a season comes a need for a new wardrobe. Kohl’s launched a Pinterest-like outfit bar online and in-store to appeal to millennials. The bar will be updated every 30 days and promoted via social near the bar’s 50 locations across the Midwest and Northeast. Sellers near these locations are encouraged to reach out, and while spend is typically highest in Q4 keep an eye out for millennial-focused initiatives.
Kohl’s is undergoing a digital shift being led by newly-hired personnel who will concentrate on personalization and improving millennial awareness. Spend continues to increase across offline channels, national tv, and overall spend in 2019.
Agency and martech readers are encouraged to reach out with all of the strategy shifts, new hires, and spend increases. The retailer’s agency roster is also reaching average agency tenure (3-4 years), so focus pitches on how you can help Kohl’s be successful in their shifts and differentiate themselves from competitors such as TJ Maxx and Target.
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4. Forrest Films
Forrest Films is preparing to capitalize on your summer boredom as it bolsters its marketing team with a slew of hires including Lori Drazen as marketing SVP, Liz Deutsch as in-theater marketing and promotions SVP, and Bryce Campbell as operations SVP. The five-month-old movie distributor named Scott Kennedy its president of worldwide marketing and distribution in December as well.
An increase in spend is likely to follow the multitude of hires, and since the company has not yet established a top spending period, reach out for revenue tied to upcoming films such as Bennett’s War, Roped, American Fighter, and several others.
Those with entertainment expertise are encouraged to reach out to the new leaders as the emerging company continues to grow. Keep in mind they will likely focus on attracting a millennial and Gen-Z audience.
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5. Reef
As the weather warms up for summer, Reef’s success heats up as well. Surfwear brand Reef, which was acquired by The Rockport Group last year, selected Mike Jensen as its president, effective February. The brand also hired Brittany Young as digital marketing manager in April as well as several other new hires. With all of the change in leadership, agency changes are likely in the coming months.
Agency and martech readers with clothing experience are encouraged to reach out, and keep in mind they are attempting to differentiate themselves from competitors such as Billabong, Quiksilver and Rip Curl. Recent campaigns have focused on diversity and “reasons to beach” featuring athletes such as Rob Machado, Alexa Strange, and Evan Geiselman. There’s likely opportunity to secure last-minute dollars from these campaigns, so sellers are encouraged to reach out and keep an eye on continuations throughout the year.
While spend typically spikes in Q1, keep an eye out for new products. Spend has seen a slight decrease lately, but will likely pick back up in an attempt to follow their plan of growth across consumer, product and geographic expansion.
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3 Business Development Tips To Help You Win More Business
in Business Developmentby Erynn LaFlammeBusiness development plays a crucial role in the success of an organization as it’s what keeps the sales pipeline growing and if managed correctly, leads to accelerated and predictable revenue. However, sales development is a tough job. With a 34% turnover rate , it is clear that a business development role isn’t for everyone.
The job can be both physically and emotionally draining and people tend to burn out after some time in the game. However, salespeople are naturally engineered to be determined and hungry, making them much more likely to overcome a burnout if a set of good habits are formed from the start, and of course if there are compelling incentives arranged for them.
Here you will find three business development techniques that will help set you up for long-term success and more importantly, help you start closing more deals, sooner.
1. Know Your Numbers
The first thing you need to do in order to effectively hit your business development goals is calculate the numbers behind your efforts. In doing so, you will be able to set a benchmark for the activities that need to be completed throughout your workday. Reaching these small daily benchmarks will ultimately be what leads to closing more sales.
Here are a few examples of what types of activities to track:
Let’s say you crunch these numbers and find that after ten phone calls, about two decision-makers will answer the phone. You can now calculate that you will need to make 50 phone calls per day to speak with ten qualified prospects. You then find that out of those ten phone conversations, only half turn into demos. Of those five demos, only about three become agreements. Finally, you find that of those three agreements, one will close and generate revenue.
So, how does knowing these numbers help you in the long-haul? Leading us up to our next tip, understanding these numbers allows you to manage your time and prioritize your efforts.
2. Manage Your Time Efficiently
As mentioned, business development is a numbers game, so it’s important that you not only understand those numbers but manage your time efficiently to ensure your goals are met. To keep you on track, here are some tips to help you manage your time as efficiently as possible:
As a business development professional, managing your time efficiently will allow you to work smarter, not harder. Give yourself some structure by blocking off time for your tasks and make sure you are giving those duties the undivided attention they deserve. Not every day will go according to plan, but having the right focus will help you get closer to achieving your sales goals one day at a time.
3. Keep a Positive Attitude
In business development, it can be a challenge to keep an upbeat and happy attitude after someone hangs up on you or doesn’t give you the time of day. In fact, it’s likely that most of your prospective responses will be negative, but keeping a positive attitude is crucial to your overall success because even though your prospects may not physically see you, they can definitely sense your energy.
It’s believed that 55% of communication is body language, 38% is the tone of voice and 7% is the actual words being spoken. Your energy is contagious and your emotions are transferable, so when you are giving a prospect a negative attitude, you are only enticing rejection. With that being said, before you pick up the phone to make another cold call, get refocused and put a smile on your face- they will be able to hear the confidence in your voice and will be more likely to have a successful and positive conversation.
Here are some pointers for staying positive in a business development role:
Rejection vs. Nurture: Know the Difference– According to Hubspot, 44% of salespeople give up after one rejected pitch. Other studies show that 80% of sales are made after five follow-up interactions and 20% of prospects will request information about a company and wait over a year before making a purchase. Don’t assume because someone has an opposition that they are rejecting you, it is likely that they just need more information and the only way they will get it is if you follow up with them. Keep your head up and don’t lose your persistence. If you can’t get them back on the phone, put them into an email cadence where you can nurture them and feed them valuable content until they decide to reach out again.
Think Long-Term– It’s easy to get caught up in the short-term goals in business development as it can be quite an emotional roller coaster. One minute you’re on top of the world after closing a huge account and the next you are sulking because someone told you to stop blowing up their email. You can’t let the “here and now” affect you too much as it doesn’t indicate your overall performance. Think big picture- you might not be on track to hit goal this month, but you might have a solid pipeline that will help you exceed your quota for the quarter!
Don’t Take Anything Personally– Whether it is rejection or someone just being rude, you’re going to have to face it one way or another in a business development role. It is important to develop a tough skin and remember- this is business, it’s not personal. Maybe the prospect is a bad fit, or they are having a bad day, Either way, think of it as a positive; you don’t want to bring on a “bad fitting” client or an account that is difficult to work with.
Surround Yourself With Positive People– There will always be someone at work who isn’t happy to be there- avoid that person to the best of your ability. Again, energy is contagious. Instead, surround yourself with the people who not only enjoy being at work but shape the environment in such a way that others enjoy being there as well. They will help you to keep your spirits up on those emotional roller coaster days and ultimately help you become a stronger sales professional.
In a business development role, there will always be situations outside of your control, but only you have the complete power to track your efforts, manage your time, and control your emotions. Once you’ve gotten a grasp on those three areas, you will have successfully built a streamlined process that allows you to close more deals and more importantly, consistently impact the bottom line.