Summary

A one day course which will allow you to master the commercial aspects of the Outdoor Media ecosystem from 'brand to land' covering the sales products, policies, trading and pricing principles that will underpin an annual global media spend of $38bn in 2020

Agenda

• Commercial Chain (Brand to Land)
  • Brand
  • Agency
  • Specialist
  • Media Owner
  • Landlord
• The Common Transformation Goal
  • Benefits
  • Goals
• Defining Sales Products
  • Prohibitions
  • Covenants
  • Duplication
  • Juxtaposition
• Defining Sales Policies
  • Products
  • Packages
  • Rules
  • Exceptions
• Automated Pricing
  • Transparency
  • Consistency
  • Objectiveness
  • Automation
  • Yield Management
• Prescriptive vs Objective Campaigns
  • Investment
  • Time
  • Audience
  • Location
  • Product
• The Insertion Order
• ERP/CRM & Finance Integration