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Times Online:
Bespoke Training
Objective
Times Newspapers Limited run a team of over 100 sales professionals selling across the company’s portfolio of products – including The Times and The Sunday Times. With an increasing number of advertisers becoming aware of the internet as an advertising medium Times Newspapers wanted to increase the levels of knowledge within their print sales teams regarding online advertising solutions so that they could discuss the pros and cons of different media solutions in more detail with clients.
Methodology
Enhance Media prepared a bespoke training programme called ‘the internet demystified’ to meet Times Newspapers’ detailed brief. The programme was implemented over ten half day workshops and covered topics including the UK online advertising market, creative online solutions, pay per click advertising and online audience research. The training was supported by a stand alone workshop manual, post course email support and a post course ‘your questions answered’ document.
Results
The training sessions were attended by approximately 100 members of the sales teams over a two week period. Enhance Media then followed up the training with an additional meeting with the senior management team. Delegates provided written feedback on the training and rated the course content at 4.4 (out of 5) and the course delivery at 4.5. 80% of delegates said that attending the course had improved or greatly improved their knowledge of online advertising.
In addition to the quantifiable results, the senior management also noted that those that had attended the workshops were more willing and able to engage clients in conversations regarding multi-media advertising solutions.
Client Quotes
“We were extremely happy with the training provided by Enhance Media. They prepared the workshops to meet our brief and delivered the training with knowledge and enthusiasm and provided feedback throughout the schedule of sessions so we could evaluate the effectiveness of the training.
Once complete, they delivered a comprehensive document that summarised delegate questions and feedback that we have used as an ongoing management tool. We feel that running the workshops has made a tangible difference to our teams’ levels of online knowledge and helped prepare our sales teams for a mutli-media advertising environment.
We look forward to continuing to work with Enhance Media both in terms of training and in their role as thought leaders within new media”.
Patricia Kill - Unified Publishing Operations Director - Times Newspaper Ltd
