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Training Training Presentation Transcript

  • Tim Hughes – WebVisible – 858.414.6091 (cell) July 24, 2006 All information disclosed herein is the property of Media News Group Interactive and SME Global Solutions, Inc. and is STRICTLY CONFIDENTIAL AND PROPRIETARY. Any reproduction or distribution of this information, in whole or part, or the divulgence of any portion of the contents of same, to other than internal company recipients without prior written permission of SME Global Solutions, Inc. is prohibited. This document is intended solely to facilitate discussions among the parties. This document is not intended to create nor shall it be deemed to create a legally binding or enforceable agreement, offer or the like of any type or nature and neither party shall have any legal obligation whatsoever pursuant to this document. Copyright 2006 Media News Group Interactive, Inc. and SME Global Solutions, Inc.
  • Training Agenda
    • Local Search
    • What is TrafficMAX?
      • Sample Ad
      • Product Positioning
    • Product Packages and Pricing
    • Sales Info / Speaking Points
    • Overcoming Objections
  • TrafficMAX allows you to capitalize on the fastest growing segment of Internet advertising – Local Search. LOCAL SEARCH REVENUE ($000s) $420M $987M $1.75B $2.91B
    • Local search revenue will double in 2006 & 2007
    • Advertisers looking for measurable results
    Source: Borrell Associates, 2006 Local Search Advertising – March 2006 View slide
  • What is Local Search?
    • Local Search is a geo-targeted search by a user for a product or service
    • Local Search could take several forms:
      • City: Pasadena Acura Dealer
      • Zip: Acura Dealer 91106
      • Metro: Southern California Acura Dealer
    View slide
  • How Does Local Search Benefit My Advertiser? Consumers use Search Engines the same way they use the newspaper and Yellow Pages. They look for products and services to fill their needs. Whoever (usually a local merchant) offers them solutions or remedies for these needs, as found by the consumer, will get the business. LOCAL BUYER LOCAL SELLER SEARCH ENGINES
  • What is TrafficMAX?
    • TrafficMAX is a unique and powerful service designed to drive traffic (clicks) to an advertiser’s site from over 30 search engines for a fixed monthly price
    • TrafficMAX GUARANTEES a specific number of clicks to an advertiser’s web site over a 12-month period
    • At least 70% of the clicks with come from “well known” search engines:
  • “ Mr. Auto Dealer, we have a great new product that gets your business in front of 95% of web users. It’s called the TrafficMAX search network and it includes sites such as Google, Yahoo, MSN and AOL. We even guarantee a certain amount of people will visit your website throughout the year. We save you time, we bring you leads and you turn them into new customers!” The TrafficMAX Network
  • Local Ads Delivered TrafficMAX powers this process for local advertisers … in SCALE PROPORTIONS! Local Search for GMC Dealers
  • TrafficMAX Simplifies Online Advertising
    • TrafficMAX can be sold to any business with an active web site
    • WebVisible Editors review the web site:
      • Create the keywords & business descriptions
      • Sends to the appropriate search engines
    • Customer only pays for actual clicks
    • Fixed fee. No budget to manage.
    • Additional TrafficMAX features:
      • Third party audit of click numbers to ensure accuracy
      • Welcome e-mail
      • Monthly e-mail reports
      • Unlimited keyword changes
  • TrafficMAX Saves Your Advertiser Time
    • We choose the search engines for you ( 0 hours )
    • You help craft keywords, geography, and package ( 15 minutes )
    • We researches keywords (0 hours )
    • We create advertising copy for each search engine ( 0 hours )
    • We manage keyword bids and budget ( 0 hours )
    • We optimize keywords and advertising copy ( 0 hours )
    • We consolidate bills into one statement ( 0 hours )
    • Choose the appropriate search engines to advertise on ( 2 hours )
    • Initial research of appropriate keywords ( 6 hours )
    • Create advertising copy for each search engine (different rules for each one) ( 5 hours )
    • Daily management of keyword bids and budget ( 12 hours/month )
    • Monthly optimization of keywords, advertising copy ( 4 hours/month )
    • Multiple bills from multiple search engines ( 1 hour/month )
    DIY Pay Per Click Mr. Advertiser, what is your time worth?! 30+ hours < 1 hour
    • Sample Keywords
    • automobile dealer
    • used car dealer
    • new car dealer
    • new cars
    • car financing
    • car
    • Honda dealer
    • Honda new car
    • Honda used car
    • Denver new cars
    • Denver automobile dealer
    • Lakewood new cars
    • Lakewood automobile dealer
    Long Business description See our discount coupon! Selection of Honda cars, SUVs, trucks, and vans. Build your car option. Honda parts, repairs and financing. Product Overview Sample TrafficMAX Advertiser Listing Title Denver Auto Dealer
  • The TrafficMAX Guarantee TrafficMAX delivers clicks over the duration of the contract. If the contract end passes with undelivered clicks, we will continue delivering clicks for an additional 90 days. If the contract hasn’t fulfilled, the customer is refunded the $ from any undelivered clicks. Due to seasonality, duration of the contract, economic conditions, consumer sentiment and other factors beyond our control, the actual number of monthly clicks will generally vary. We do not guarantee monthly pacing, but we try to smooth out the number of clicks per month as much as possible.
  • TrafficMAX Product Packages $800/month 4800 12 months Tier 4 4,800 clicks/year T44800 $500/month 2400 12 months Tier 4 2,400 clicks/year T42400 $300/month 1200 12 months Tier 4 1,200 clicks/year T41200 $175/month 600 12 months Tier 4 600 clicks/year T4600 $120/month 360 12 months Tier 4 360 clicks/year T4360 Tier 4 Categories $1,400/month 4800 12 months Tier 3 4,800 clicks/year T34800 $750/month 2400 12 months Tier 3 2,400 clicks/year T32400 $400/month 1200 12 months Tier 3 1,200 clicks/year T31200 $225/month 600 12 months Tier 3 600 clicks/year T3600 $150/month 360 12 months Tier 3 360 clicks/year T3360 Tier 3 Categories $1,800/month 4800 12 months Tier 2 4,800 clicks/year T24800 $950/month 2400 12 months Tier 2 2,400 clicks/year T22400 $500/month 1200 12 months Tier 2 1,200 clicks/year T21200 $275/month 600 12 months Tier 2 600 clicks/year T2600 $180/month 360 12 months Tier 2 360 clicks/year T2360 Tier 2 Categories $2,600/month 4800 12 months Tier 1 4,800 clicks/year T14800 $1,400/month 2400 12 months Tier 1 2,400 clicks/year T12400 $750/month 1200 12 months Tier 1 1,200 clicks/year T11200 $400/month 600 12 months Tier 1 600 clicks/year T1600 $255/month 360 12 months Tier 1 360 clicks/year T1360 Tier 1 Categories Retail Total Units Duration Description Product Name
  • TrafficMAX Categories Plumbing Office Supply Moving Mortgages Loans Insurance Financial Services Dentists Bail Bonds Attorneys Alcohol & Drug Counseling Accountants Tier 1 Storage Special Equipment Sewer Contractors Satellite TV Roofing Pumps Packaging & Shipping Medical Business Admin Marketing Leisure Industrial Services Glass (Auto / Home / Commercial) Florists Jobs and Recruitment Education Detective & Investigation Credit & Debt Consolidation Copier and Printing Consulting Services Computer & IT Communication Cleaning services Chiropractors Building Inspection Air Conditioning Tier 2 Travel and Related Security Services Retirement Services Restaurants Real Estate Physicians Pest Control Opticians Music & Related Services Mail Services Locksmiths Landscaping Irrigation Hotels (Motels and B&B) Home Services Home Health Hearing Aids General Contractors Family Services Event Planning Cosmetic Services Collection Services Children & Baby Services Books Automotive Tier 3 All Other Categories Tier 4
  • TrafficMAX Speaking Points
      • Advertisers reach 95% of consumers through the reach of search engines (Yahoo, Google,etc.). In short, merchants are where consumers are looking.
    The Top Search Engines, Targeted Clicks, Predictable Performance & Pricing, Flexibility, Ease of Use Broad Reach Targeted Advertising Predictable Pricing Turnkey Solution Guaranteed Clicks
      • Advertisers get qualified traffic of consumers that are searching for their business or business type.
      • Fixed fee pricing. Advertisers only pay for guaranteed package of clicks and can more easily manage their budget.
      • TrafficMAX saves time. Advertisers save hours by outsourcing. TrafficMAX bids on the key words, manages the Search Engines, tracks & consolidates the results.
      • TrafficMAX guarantees traffic to your advertiser’s web site.
    Flexibility Advertisers can change key words with one contact for all search engines.
  • Key Questions / Info Needed
    • What is your domain name?
    • I see you have a web site, how are you marketing it? How is that working?
    • Did you design your web site to offer information or to generate more business?
    • Of the people that go to your web site, what percentage of them end up doing business with you?
    • What do you find is the most profitable part of your business?
    • How has the Internet effected your Industry?
    • What part of your business do you want to promote the most the next 6 to 12 months?
  • Sales Preparation
    • Be Prepared Before Going On the Account:
    • 1. See if you can find the advertiser on the Internet
    • 2. Print out a search from Google or Yahoo
    • 3. Review your Customer’s Website
    • 4. Write down some key Questions
    • 5. Have a recommendation in mind (package sell)
    • 6. Select your visuals
  • TrafficMAX Cancellation Policy
    • WebVisible charges $100 for every cancellation
      • Could also get charged for traffic (clicks) generated ahead of schedule
    • LANG will pass on cancellation charge to the advertiser
      • Cancellation charge of $100 plus cost of any clicks ahead of schedule
      • Example: Advertiser buys a 1,200 click/year package. Cancels after 6 months. Has received 700 clicks. Advertiser owes $100 plus the cost of the 100 clicks that are ahead of schedule.
  • Sales Commission / Sales Contest
    • Reps will receive one month’s retail revenue
      • Commission paid 1/12th monthly
      • Example: Tier-2, 1,200 clicks/year package (product code T21200) at $500/month would pay $500 commission evenly over 12 months
    • EVERY sales rep who sells 5 or more TrafficMAX packages will receive a $250 AMEX or VISA gift card
      • Contest runs from initial training through August 31
      • Sales can come from any of the 4 pricing tiers
      • Top overall rep receives additional $250 gift card (min. 10 total sales)
      • Ties broken by total revenue generated
  • “ Why can’t I find my ad?”
    • Your ad will not appear on every search engine, each time to search for it. However, it will appear with enough frequency to deliver your guaranteed number of clicks.
    • The more clicks you buy, the more likely your ad is to appear when you search for it. This means that you might have to perform several searches using your keywords to see your advertisement. A vanity search can be used to find your ad, by searching for your business URL on Google, Yahoo, etc.
    • On Google, you can find your ad by searching for your URL or business name. A vanity search may not produce your ad if your account has reached its performance target or has fulfilled the contracted number of clicks.
    Overcoming Objections
    • Your ad will show up when someone is looking for goods or services in your area, even if the user is in a different city or state. A good example is the person who is planning a vacation and is looking for hotels in a different city, or someone who is looking for a plumber to help her daughter in another city.
    • The tracking software you are using can only see where the user’s Internet Service Provider is located, not where the actual user is. The best example of this is America Online. All AOL users will show up as being from Virginia because that is where they are located.
    “ I purchased clicks from my local area, but my site report shows I am getting clicks from all over the country. Why is that? Why am I getting so many clicks from Virginia? Overcoming Objections
    • Search engines can only target down to the DMA level based on a user’s Internet Protocol (IP) address. TrafficMAX takes the extra step to use a local geographic term in your ad (e.g. Walnut Creek auto repair). This lets the search engine user know where your service area is located. Thus, the search engine user will only click on your ad when he or she truly is interested in your business.
    Overcoming Objections “ I live in Walnut Creek. I don’t do business with anyone outside the immediate Walnut Creek area, yet the package you sold me covers all of Bay Area. Why can I only target ads down to the DMA?
    • You may be able to buy clicks on search engines for less, but we feel that your time has value as well. TrafficMAX purchases clicks for you on 30+ search engines that capture 95% of the search audience.
    • WebVisible has professionals who determine the keywords associated with your business that will draw the best results.
    • TrafficMAX sends you monthly reports and monitors your activity continuously.
    “ I already buy clicks from Google at a lower price than TrafficMAX. Why should I do business with you?” Overcoming Objections
  • “ What can I expect for a conversion rate?”
    • Conversion rates vary depending on the business you are in and the products and services that you offer. However, you control the biggest piece of the equation – your web site.
    • Compelling content with simple navigation is more likely to turn shoppers into buyers. Think like your customers and provide the information that you think they’d like to see.
    Overcoming Objections
  • “ I bought your package, but I have only gotten 1 inquiry from all those clicks. How do I know it is worth the investment? What am I doing wrong? How can I track it? How do I monetize it?”
    • Be truthful about how your website looks and functions. If they get the traffic but people leave your site and take no action, why is that? Is their site poorly designed? Does it have the necessary information? Does it have sample of their work? Testimonials?
    • A sample ROI calculation is done in your sales collateral.
    Overcoming Objections
    • The search engines do not allow multiple buys to be entered for the same URL.
    • If the advertiser wants to run their own search engine marketing (SEM) campaign, then the sales representative should not sell this product unless they are willing to cancel their own SEM program.
    “ I currently buy clicks from Google and Yahoo. Can I still buy from you? Do I have to cancel my current ads on their search engines?” Overcoming Objections
    • No. This is a performance based product, which means that you aren’t buying static inventory, you’re buying performance – clicks in this case.
    • The total number of clicks generated in a given month is determined by the interest of the consumers – the search engine users. Therefore, it is impossible to “corner” the market, as the market is always changing.
    “ Can I buy all of the inventory you have and block out my competitors?” Overcoming Objections
    • No, the left hand side of Google is used for organic search results. These links are based on the relevancy calculation that Google uses. These links are not for sale and cannot be impacted by Search Engine Marketing.
    “ If I buy clicks from you, will it help get me to the top on the left hand side of Google?” Overcoming Objections
    • We do not have a partnership with any web hosting companies. That said, there are a few well-known companies that specialize in building small-business web sites:
          • Verizon http://my.superpages.com 888.816.6667
          • Register.com http://www.register.com 888.734.4783
    • Once the web site is built and is active, the customer can purchase TrafficMAX.
    “ My customer wants this product, but does not have a web site. Can I help get him/her one? Overcoming Objections
    • Clicks in the monthly report are ones you received from TrafficMAX.
    • The report also contains a running total number of clicks since activation.
    “ How can I tell the difference between the organic clicks I receive and the ones you send me?” Overcoming Objections
    • Sorry, that information cannot be captured. Search Engines do not provide or capture this information.
    “ Can I get a list of the people who come to my site? Like an AIN Telephone Number that gives me Name, address, time of day etc.?” Overcoming Objections
    • A click is a click, it doesn’t matter what search engine it comes from.
    • How a customer arrives at your website should not be important, as long as customers are finding your web site.
    Can I pick what search engines my ads run on? Some of the search engines you offer I have never heard of before.” Overcoming Objections