Convergence Selling Or… “ How to use your web assets  to increase client sales” Dave Shapiro Presented to:
Noll: The Company We Keep
Who is Dave? Why should I care?  <ul><li>In the past two years… </li></ul><ul><ul><li>Radio, TV stations, clusters & assoc...
Today, you’ll learn:  <ul><li>How to migrate from being a broadcast rep … </li></ul><ul><ul><li>To being a marketing partn...
Housekeeping, Rules!  <ul><li>Jam through, ok!? </li></ul><ul><li>Have fun! Participate, Q&A! </li></ul><ul><ul><li>No  ‘ ...
Agenda <ul><li>The Internet: Broad Overview- ” It ”  works too! </li></ul><ul><ul><li>Industry knowledge … Take My Quiz!! ...
The Digital World Today As  YOU  see it; enthusiasm is contagious! <ul><li>List three Internet Industry news and/or curren...
The Digital World Today As  YOU  see it; enthusiasm is contagious! <ul><li>Make it your business to stay current </li></ul...
A word on ‘the economy’: We’ve been here before!  <ul><li>Tips in this “Downtime Economy” </li></ul><ul><ul><li>Launch, or...
Web 2.0 <ul><li>CONVERGENCE! </li></ul><ul><ul><li>Mark Cuban ’ s IPTV: Personalized TV delivered over the Net </li></ul><...
 
 
Can you solve this puzzle?  <ul><li>S __ __ __ K __ N G </li></ul><ul><li>__ __ N K  </li></ul>
Consumer Internet Access Source: eMarketer: Historical data from U.S. Census Broadband 154MM   Dial-Up 35MM  Not Online 10...
Top activities of Internet users <ul><li>e-mail </li></ul><ul><li>News, current events </li></ul><ul><li>Made a purchase <...
Top 5 multi-tasking activities while online <ul><li>Watching TV </li></ul><ul><li>Reading the mail </li></ul><ul><li>Liste...
“America Voted!”   <ul><li>“… our buy-of all available banner inventory on ClearChannel Radio Station websites to promote ...
Type of video viewed $50 Billion UGC Video Games Sports Music Jokes/ Bloopers TV Shows /Clips / Excerpts Weather Movie Pre...
Web user summary:  <ul><ul><li>Interactive / Transactional </li></ul></ul><ul><ul><li>Entertaining/ Educational/Informatio...
Online Ad Growth: It Works (This ‘ol Adage Applies: Advertisers Follow the Audience) Source: E Marketer, Feb 2008 $13B $16...
Online ad buying by format $50 Billion Blogs/Pods Newsltr / Email Games Mobile Classified Video Display Search 2% 4% 4% 5%...
“ It” (The ‘Net) Works!   <ul><li>Advertisers  really  believe in this medium! </li></ul><ul><ul><li>Spending from $900MM ...
Test Your Knowledge Workbook pages 4 - 7
Workbook Page 4 Answers <ul><li>Sometimes </li></ul>
When an Ad Imp = Page View One ad on this page
Ad Impressions/Page: Cluttered? Flash Banner (88 x 31) Interactive Widget Tower/ Skyscraper (120 x 600) 1/2 Leaderboard (3...
Workbook Answers (cont’d) <ul><li>ACC </li></ul><ul><li>PI = Per Inquiry </li></ul><ul><li>CPC = Cost per Click </li></ul>...
Workbook Answers (cont’d) <ul><li>Pixel: Used to track user behavior </li></ul><ul><li>Adserving and campaign management <...
Workbook Answers (cont’d) <ul><li>Unique visitors: unduplicated audience counted only “once”; based on an IP address </li>...
Workbook Page 7 Answers <ul><li>Web 2.0: Social Networking, Online-Community; based on the idea of  “ Six Degrees of Separ...
L.E.G.I.T. Lingo to Educate you on the Glossary of Internet Terms <ul><li>Appendix :  Dave’s TOP 10 </li></ul><ul><li>Not ...
S.W.O.T. Another Tip: Know your product AND your competition  <ul><li>Strengths </li></ul><ul><li>Weaknesses  </li></ul><u...
Strengths <ul><li>Personal Relationships, Prospecting Skills!  </li></ul><ul><ul><ul><li>Trust, consideration, loyalty:  <...
Sales 101!  <ul><li>Enthusiasm! Media, Advertising!  </li></ul><ul><ul><li>Handling Objections </li></ul></ul><ul><ul><li>...
Supportive Rationale <ul><li>Lead with and  leverage  broadcast: </li></ul><ul><li>83% of respondents to a recent survey i...
“This just in” <ul><li>According to new MS&L study, some 84% of digital influencers go online to find out more about somet...
Perfect Combo: Building your client’s business  Broadcast Website(s) Generate Awareness Engage / Involve Develop Interest ...
Weaknesses <ul><li>Decision-maker/Buyer: Are they up to speed? </li></ul><ul><li>Content differentiation </li></ul><ul><li...
Opportunities  <ul><li>Growing buyer (decision-maker) acceptance and understanding …   “  We know we need to start somehow...
Threats  <ul><li>Digital Ad Networks </li></ul><ul><ul><li>Targeted inventory at “low-low” prices!  </li></ul></ul><ul><ul...
Thestate.com Local tie-in attracts local readers
Top Ad Networks Rank Site Uniques % Reach 1 Advertising.com 150M 85% 2 ValueClick 129M 73% 3 Casale 113M 64% 4 Tribal Fusi...
All data is good <ul><li>A “Giant Baseball Mitt” for raw and summary data </li></ul><ul><li>Agnostic to the type of data <...
Next Gen Targeting: Audiences Designed for Your needs nn <ul><li>One Size doesn’t fit all </li></ul><ul><li>Precise models...
Introducing QuadrantONE <ul><li>“ Unlike Google, AOL and other Web sites, newspaper sites haven ’ t been able to supply th...
Reps/Media Network  Enables local media companies to create, deliver and monetize content and advertising across tradition...
Magazine Migration Case-Study: Spin Magazine <ul><li>“ The tracking and reporting data I can now observe is unbelievable ”...
Consultative Resource <ul><li>Ask these questions, be prepared to answer these… </li></ul><ul><li>Workbook page 9 -11 </li...
Become a true Marketing Partner!   <ul><li>Consultative Approach: Ask the right questions </li></ul><ul><ul><li>What ’ s w...
No Substitute for Good Follow-Up   <ul><li>Clients respect Reps who ask: </li></ul><ul><ul><li>“ How successful was the ca...
Prospecting & Qualifying <ul><li>Workbook 12 - 13 </li></ul>
Efficient prospecting:  Ya Think?
Effective Selling!  Top Tips for Success! As described by Marketers: Online buyers, direct, agency, business owners
#1: Industry Knowledge, “ABC’s” Communicate effectively: Provide supportive data, site ‘metrics’ and case studies  Don’t k...
Your ABC’s <ul><ul><li>A d Serving </li></ul></ul><ul><ul><li>B enefits </li></ul></ul><ul><ul><li>C ost </li></ul></ul>
A: Advertising Operations <ul><li>Dynamic vs. Static Delivery </li></ul><ul><ul><li>Broadcast = Fixed and Pre-scheduled </...
B: Benefits… = Value The Internet M-E-A-T!!  <ul><li>Advertisers will continue to shift $$ because:  </li></ul><ul><ul><li...
Benefits: Supportive tidbits… <ul><li>“ The more engaging the environment, the more likely an advertisers ’  message will ...
Higher Learning <ul><li>Sources/Resources : </li></ul><ul><ul><li>eMarketer, netlingo.com, google </li></ul></ul><ul><ul><...
C: COST: <ul><li>CPW: CPM/CPA/CPC/CPL/CPE/Rev-Share  </li></ul><ul><li>Superior Targeting Capabilities </li></ul><ul><li>B...
More Pricing Considerations <ul><li>Use facts, rationale to support your pitch  </li></ul><ul><li>Focus on site uniqueness...
#2: Price Sensitivity Test budget; Minimize ‘Risk’ and pricing terms? Perishable: CPW Overly expensive submission
#3: Performance and Results Establish value by defining, quantifying your online audience  Flat ‘monthly' fee; with no or ...
Online Media Kits <ul><li>Very few stations feature a media “kit” for their online assets (formal benefits package):  </li...
Online Media Kits  (cont’d) <ul><ul><li>Exclusivity by category  </li></ul></ul><ul><ul><li>Integrated content sponsorship...
Post your site visitor profile  <ul><ul><li>54% Female / 46% Male  </li></ul></ul><ul><ul><li>70% HHI $75k+ </li></ul></ul...
#4: Bring New Ideas; Drivers!  Inventive, creative,  customized, exclusive & most of all: LEVERAGE!  Same pitch, different...
Dave’s Killer Bread:  Integrated Campaign Summary   <ul><li>Station produced 3 min video-cast </li></ul><ul><li>Created  ‘...
Dave’s Killer Bread
Engaging with community  List of local winners gives legitimacy to promotion and connects station to listeners
<ul><li>Demonstration of new ad formats: </li></ul>Flash demo: Shows the steps for using Vongo Lead form: collects data fo...
Capture leads for your clients Exclusive, unique and data collection: all in one!
#5: Accuracy in Numbers Realistic (even conservative) about inventory Overly aggressive with avails
Station Package:  Pitching By the Numbers <ul><li>20,000 impressions/month ( even distribution ) generated from: </li></ul...
Page Take-Over: Package Your Station Logo Here Sponsor Sponsor Sponsor 728 X 90 LEADERBOARD 160 X 600 WIDE SKYSCRAPER 300 ...
Home Stretch:  Immediate Impact! <ul><li>Broadcast + Web: A Natural Combo </li></ul><ul><ul><ul><ul><li>Workbook Pages 14-...
Workbook Appendix  <ul><li>Internet Jargon </li></ul><ul><li>Supportive Research </li></ul><ul><li>Integration: Consumer B...
You’ve Been a Wonderful Audience!  <ul><li>Final Q & A </li></ul><ul><li>Evaluation </li></ul>
Thank Each And Everyone of You!   Steve Martin, 1975 Dave Shapiro [email_address] (415) 609-8911
Upcoming SlideShare
Loading in …5
×

Convergence Selling: Presentation and Discussion

1,038 views
919 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,038
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Housekeeping notes: done by 7PM, break every 90 minutes, have fun &amp; participate, work shop vs. pet shop (workbooks, Q&amp;A, evaluation)
  • Tech Detail #1
  • Tech Detail #2 One size doesn’t fit all – most “behavioral targeting” or “targeting” ad networks create a small set of discrete segments that they shoehorn all advertisers into. Rocket Fuel doesn’t do this – we create a segment for every ad campaign we run. Because we use any and all data (see previous slide) we can still create these highly targeted segments AND deliver large audiences. These two things together are they key to what we do well. Automated model creation – we don’t guess how to define segments. Why “one visit to an auto site in the last week = auto interest”? Why not two visits in 9 days? Or 3 visits in 4 days? The answer is that humans are guessing at this stuff, and nobody knows. Rocket Fuel doesn’t do this at all – we have built a machine that caluculates this stuff for us – and is able to do a much better job.
  • Have Benefits Conversation
  • Convergence Selling: Presentation and Discussion

    1. 1. Convergence Selling Or… “ How to use your web assets to increase client sales” Dave Shapiro Presented to:
    2. 2. Noll: The Company We Keep
    3. 3. Who is Dave? Why should I care? <ul><li>In the past two years… </li></ul><ul><ul><li>Radio, TV stations, clusters & associations </li></ul></ul><ul><ul><li>DR, Brand advertisers, agencies, small-biz </li></ul></ul><ul><ul><li>Stand alone sites, networks, such as: </li></ul></ul><ul><ul><ul><ul><li>Ask Jeeves, Snowbomb, Aptimus, Openroad, Jeteye, ileonardo, Rocket Fuel, Print2Click, and more… </li></ul></ul></ul></ul>
    4. 4. Today, you’ll learn: <ul><li>How to migrate from being a broadcast rep … </li></ul><ul><ul><li>To being a marketing partner </li></ul></ul><ul><li>How to move from “ selling ” to consultative selling by … </li></ul><ul><ul><ul><li>Increasing your knowledge / confidence </li></ul></ul></ul><ul><ul><ul><li>Leaving here with immediate action steps </li></ul></ul></ul>
    5. 5. Housekeeping, Rules! <ul><li>Jam through, ok!? </li></ul><ul><li>Have fun! Participate, Q&A! </li></ul><ul><ul><li>No ‘ rolling the eyes ’ (varying degree of expertise here!) </li></ul></ul><ul><li>Interactive WORKSHOP (see workbook): </li></ul><ul><ul><li>Commit to writing </li></ul></ul><ul><ul><li>Future reference guide </li></ul></ul>
    6. 6. Agenda <ul><li>The Internet: Broad Overview- ” It ” works too! </li></ul><ul><ul><li>Industry knowledge … Take My Quiz!! </li></ul></ul><ul><li>“ Sell our Website(s)! ” </li></ul><ul><ul><li>S.W.O.T. </li></ul></ul><ul><ul><li>Client expectations & Top Tips </li></ul></ul><ul><li>Review: “ My station: It works ” </li></ul><ul><ul><li>Tried ‘ n True </li></ul></ul><ul><ul><li>Supportive Research, Prospecting </li></ul></ul><ul><li>Assorted Goodies … </li></ul><ul><ul><li>Trends, Case-Studies, Q&A … </li></ul></ul>
    7. 7. The Digital World Today As YOU see it; enthusiasm is contagious! <ul><li>List three Internet Industry news and/or current events: Topical, Interesting, Relatable </li></ul><ul><li>Group Exercise- Workbook page 3 </li></ul>
    8. 8. The Digital World Today As YOU see it; enthusiasm is contagious! <ul><li>Make it your business to stay current </li></ul><ul><ul><li>Read Tech News every day </li></ul></ul><ul><ul><li>Subscribe to industry pubs </li></ul></ul><ul><ul><li>Digest news “headlines” </li></ul></ul><ul><ul><ul><li>RSS feeds </li></ul></ul></ul><ul><li>There’s no excuse for ignorance </li></ul>
    9. 9. A word on ‘the economy’: We’ve been here before! <ul><li>Tips in this “Downtime Economy” </li></ul><ul><ul><li>Launch, or refine your media properties </li></ul></ul><ul><ul><li>Promos! AAdvantage frequent-flyers programs, auto ‘rebates’ </li></ul></ul><ul><ul><li>Sell something adjacent (brand extension) </li></ul></ul><ul><ul><ul><li>Instead of selling cars, sell parts & service </li></ul></ul></ul>
    10. 10. Web 2.0 <ul><li>CONVERGENCE! </li></ul><ul><ul><li>Mark Cuban ’ s IPTV: Personalized TV delivered over the Net </li></ul></ul><ul><ul><li>NBCUniversal/News Corp: Hulu.com </li></ul></ul><ul><ul><li>Personalization: Mash-ups, Apps, Pull vs Push … </li></ul></ul><ul><ul><li>Socialization: ‘ Sharing ’ YouTube … </li></ul></ul><ul><li>Privacy vs. Targeting (NebuAd/Facebook debacle) </li></ul><ul><li>Innovation -- especially now! </li></ul><ul><ul><li>Technology, Creativity </li></ul></ul>
    11. 13. Can you solve this puzzle? <ul><li>S __ __ __ K __ N G </li></ul><ul><li>__ __ N K </li></ul>
    12. 14. Consumer Internet Access Source: eMarketer: Historical data from U.S. Census Broadband 154MM Dial-Up 35MM Not Online 102MM 55% 13% 32%
    13. 15. Top activities of Internet users <ul><li>e-mail </li></ul><ul><li>News, current events </li></ul><ul><li>Made a purchase </li></ul><ul><li>Paid bills </li></ul><ul><li>IM </li></ul><ul><li>Research Financial info </li></ul><ul><li>Seek Sports news/info </li></ul><ul><li>Played Games, entered contests! </li></ul><ul><li>Travel Planning (personal/business) </li></ul><ul><li>Medical Info </li></ul>Source: Mediamark Research (MRI) 2007
    14. 16. Top 5 multi-tasking activities while online <ul><li>Watching TV </li></ul><ul><li>Reading the mail </li></ul><ul><li>Listen to the radio </li></ul><ul><li>Read newspapers </li></ul><ul><li>Read magazines </li></ul>Source: Advertising Age, 2007
    15. 17. “America Voted!” <ul><li>“… our buy-of all available banner inventory on ClearChannel Radio Station websites to promote the premier of American Idol-serves to confirm our belief that we need to follow consumers across all media ; the radio websites help support and supplement our reach with the terrestrial stations ” </li></ul><ul><ul><li>Kay Bentley, SVP Marketing </li></ul></ul><ul><ul><li>Fox Broadcasting Jan ‘08 </li></ul></ul>
    16. 18. Type of video viewed $50 Billion UGC Video Games Sports Music Jokes/ Bloopers TV Shows /Clips / Excerpts Weather Movie Previews News Stories Source: Mediamark Research (MRI) 2007 5% 6% 7% 11% 12% 13% 14% 14% 18%
    17. 19. Web user summary: <ul><ul><li>Interactive / Transactional </li></ul></ul><ul><ul><li>Entertaining/ Educational/Informational </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><ul><li>Recommendations/Reviews/Alerts </li></ul></ul></ul><ul><ul><ul><li>Collaboration/Conversational </li></ul></ul></ul>
    18. 20. Online Ad Growth: It Works (This ‘ol Adage Applies: Advertisers Follow the Audience) Source: E Marketer, Feb 2008 $13B $16B $21B $24B $28B $32B
    19. 21. Online ad buying by format $50 Billion Blogs/Pods Newsltr / Email Games Mobile Classified Video Display Search 2% 4% 4% 5% 5% 15% 15% 20% 30% Lead Gen. Search = $8B; ~90% are locally oriented Local spending = $15B
    20. 22. “ It” (The ‘Net) Works! <ul><li>Advertisers really believe in this medium! </li></ul><ul><ul><li>Spending from $900MM to over $23B in last 10 years: +2,400%* Local spending up BIG!! </li></ul></ul><ul><li>Now surpasses: </li></ul><ul><ul><li>Radio, Yellow Pages combined spending </li></ul></ul><ul><ul><li>Magazine, OOH combined spending … </li></ul></ul><ul><li>Exceeding 10% of overall spend in the near future, as advertisers continue to shift $$$ </li></ul>*Source: Ad Age Data Center, Sept ‘08
    21. 23. Test Your Knowledge Workbook pages 4 - 7
    22. 24. Workbook Page 4 Answers <ul><li>Sometimes </li></ul>
    23. 25. When an Ad Imp = Page View One ad on this page
    24. 26. Ad Impressions/Page: Cluttered? Flash Banner (88 x 31) Interactive Widget Tower/ Skyscraper (120 x 600) 1/2 Leaderboard (364 x 45)
    25. 27. Workbook Answers (cont’d) <ul><li>ACC </li></ul><ul><li>PI = Per Inquiry </li></ul><ul><li>CPC = Cost per Click </li></ul><ul><li>CPM = Cost per Thousand </li></ul><ul><li>CPA = Cost per Action / Acquisition </li></ul><ul><li>CPL = Cost per Lead </li></ul><ul><li>CPE = Cost per Engagement </li></ul><ul><li>True </li></ul><ul><li>Pixel: Picture Element: smallest unit of a picture, used as dimension for ad unit </li></ul>
    26. 28. Workbook Answers (cont’d) <ul><li>Pixel: Used to track user behavior </li></ul><ul><li>Adserving and campaign management </li></ul><ul><li>Internet Protocol. Address used for locating or tracking user based on PC hardware access point. </li></ul><ul><li>User-Generated-Content </li></ul><ul><li>D </li></ul><ul><li>Both … “ mostly ” A </li></ul><ul><li>BONUS: Should be your own stations website </li></ul><ul><li>False. Inventory = Ad imps x page views </li></ul>
    27. 29. Workbook Answers (cont’d) <ul><li>Unique visitors: unduplicated audience counted only “once”; based on an IP address </li></ul><ul><li>All found success by going direct online, bypassing current distribution channels. </li></ul><ul><li>Wrap-Around: combined top banner with side tower/skyscraper. Over-Lay: Less “intrusive/interruptive” messaging served “over” video unit. </li></ul><ul><li>Print 1; Direct Mail 2; Yellow Pages 3; TV 4; Radio 5 </li></ul><ul><li>True </li></ul><ul><li>Bonus #2: False, but good idea! </li></ul>
    28. 30. Workbook Page 7 Answers <ul><li>Web 2.0: Social Networking, Online-Community; based on the idea of “ Six Degrees of Separation ” such as Facebook, Flickr, LinkedIn </li></ul><ul><li>Same as above. </li></ul><ul><li>Eyeblaster </li></ul><ul><li>ROAS: Return-On-Ad-Spend per dollar invested </li></ul><ul><ul><li>ROI: Results achieved against objectives </li></ul></ul><ul><li>a) $12 CPM b) 2.5MM c)$2,500 </li></ul><ul><li>Widget: Application that sits on a website w/interactive features, usually added to social-networking profiles (e.g. rockyou.com slide show app for personal photo shows) </li></ul>
    29. 31. L.E.G.I.T. Lingo to Educate you on the Glossary of Internet Terms <ul><li>Appendix : Dave’s TOP 10 </li></ul><ul><li>Not necessarily covered by our Quiz: </li></ul><ul><ul><li>Content Integration 6. Polite banner </li></ul></ul><ul><ul><li>Conversion Rate 7. I.A.B. </li></ul></ul><ul><ul><li>Deep-Linking 8. User (browser) </li></ul></ul><ul><ul><li>Re-Targeting 9. Pacing </li></ul></ul><ul><ul><li>Optimization 10. Roadblock </li></ul></ul>
    30. 32. S.W.O.T. Another Tip: Know your product AND your competition <ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>Workbook page 8
    31. 33. Strengths <ul><li>Personal Relationships, Prospecting Skills! </li></ul><ul><ul><ul><li>Trust, consideration, loyalty: </li></ul></ul></ul><ul><ul><ul><li>Customer Service from YOU </li></ul></ul></ul><ul><li>Brand </li></ul><ul><ul><li>Credibility, stability, resources </li></ul></ul><ul><li>Leverage and utilize Station </li></ul><ul><ul><li>Traffic-driver, exposure, X-Promo Opps </li></ul></ul><ul><ul><li>Local </li></ul></ul>
    32. 34. Sales 101! <ul><li>Enthusiasm! Media, Advertising! </li></ul><ul><ul><li>Handling Objections </li></ul></ul><ul><ul><li>Perseverance, ‘It’s a numbers game’… </li></ul></ul><ul><li>Passion </li></ul><ul><ul><li>Willing to learn, product knowledge </li></ul></ul><ul><li>Empathy </li></ul><ul><ul><li>Asking questions, understanding </li></ul></ul><ul><ul><li>Communicate value </li></ul></ul>
    33. 35. Supportive Rationale <ul><li>Lead with and leverage broadcast: </li></ul><ul><li>83% of respondents to a recent survey indicated they ’ d visit a website after seeing the link during a TV commercial; 65% from a radio ad </li></ul><ul><ul><li>-- ThirdAge/JWT Boom Survey, 2007 </li></ul></ul><ul><li>“ The public perceives broadcast advertising as the most influential, authoritative, exciting, and persuasive ” </li></ul><ul><ul><li>--Tvb.org </li></ul></ul><ul><li>78% of employees now watch online video ’ s while at work </li></ul><ul><ul><li>-- ABC TV 20/20, 2007 </li></ul></ul><ul><li>Establish credibility via broadcast campaign, while driving “ measured ” traffic to your website </li></ul><ul><ul><li>-- ThirdAge/JWT Study, 2006 </li></ul></ul>
    34. 36. “This just in” <ul><li>According to new MS&L study, some 84% of digital influencers go online to find out more about something only after first reading about it in magazines and newspapers or hearing about it on TV or the radio. </li></ul><ul><ul><ul><ul><ul><li>Adage.com, Dec ‘08 </li></ul></ul></ul></ul></ul>
    35. 37. Perfect Combo: Building your client’s business Broadcast Website(s) Generate Awareness Engage / Involve Develop Interest Enables Transaction Gain Familiarity Ongoing Dialogue Build brand credibility Customer Relationship Broadcast Website(s)
    36. 38. Weaknesses <ul><li>Decision-maker/Buyer: Are they up to speed? </li></ul><ul><li>Content differentiation </li></ul><ul><li>Ad Ops/Technology: </li></ul><ul><ul><li>UE/Functionality, engagement </li></ul></ul><ul><ul><li>Targeting capabilities </li></ul></ul><ul><li>Yestimonials </li></ul><ul><ul><li>Case studies, success stories </li></ul></ul><ul><li>Criticism from new media pundits-attacking “ Old Media ” </li></ul><ul><ul><li>“ One-Way Shovel-ware ” vs “ Conversation & Tools to help get things done ” </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>Local, limited inventory hence: rev potential? </li></ul></ul>
    37. 39. Opportunities <ul><li>Growing buyer (decision-maker) acceptance and understanding … “ We know we need to start somehow ” </li></ul><ul><li>Local Online Spending: up 50%!! – Borrell Assoc. </li></ul><ul><li>AdOps: Station site capabilities are evolving - “ coming in ‘ 09 ” ; a little ‘ rich media ’ will go a long way! (DCLK study) </li></ul><ul><li>Resources (in some cases) to build, grow, and leverage strengths: </li></ul><ul><ul><li>Partnerships waiting to happen </li></ul></ul>
    38. 40. Threats <ul><li>Digital Ad Networks </li></ul><ul><ul><li>Targeted inventory at “low-low” prices! </li></ul></ul><ul><ul><li>Tribal Fusion, Value-Click, Broadband Enterprises </li></ul></ul><ul><li>Newspaper, Cable, Mag Sites & Joint Ventures </li></ul><ul><ul><li>QuadrantONE, CBS local, Canoe, Yahoo! Texterity </li></ul></ul><ul><li>Rep, Publisher Networks </li></ul><ul><ul><li>Digerati, MediaSpan, Centro (agencies) </li></ul></ul><ul><li>Local Search, Site & Portal Options </li></ul><ul><ul><li>CPC, Top Branded Placements, Contextual Channel Targeting </li></ul></ul><ul><ul><li>Yodle.com, Craigslist, zvents.com, YP.com, SuperPages, CitySearch, etc…etc… </li></ul></ul>
    39. 41. Thestate.com Local tie-in attracts local readers
    40. 42. Top Ad Networks Rank Site Uniques % Reach 1 Advertising.com 150M 85% 2 ValueClick 129M 73% 3 Casale 113M 64% 4 Tribal Fusion 112M 63% 5 Vendare/TMP 104M 59% 6 Blue Lithium 92M 52% 7 DRIVEpm 92M 52% 8 Specific Media 91M 52% 9 24/7 Real Media 90M 51% 10 Precision Click 76M 43% 11 AdBrite/Adify * Rocket Fuel!! 50M 30%
    41. 43. All data is good <ul><li>A “Giant Baseball Mitt” for raw and summary data </li></ul><ul><li>Agnostic to the type of data </li></ul><ul><li>Focus is on correlations of any data to advertising response </li></ul><ul><li>Massive data -> scalable audiences </li></ul>FordAd32 CTR is .18% Yahoo! Autos FP CTR is .5% Cookie A382Q Clicked Ad828 Facebook 10-11pm CTR is 1.7x base Raining in 94025 next 3 days
    42. 44. Next Gen Targeting: Audiences Designed for Your needs nn <ul><li>One Size doesn’t fit all </li></ul><ul><li>Precise models </li></ul><ul><ul><li>“ this user should like a specific credit card offer” </li></ul></ul><ul><ul><li>“ should work better on page943 in the afternoon” </li></ul></ul><ul><li>Automated model creation – no guessing required! </li></ul>
    43. 45. Introducing QuadrantONE <ul><li>“ Unlike Google, AOL and other Web sites, newspaper sites haven ’ t been able to supply the metrics and sophisticated tools that advertisers are now looking for, until now. ” </li></ul><ul><li>Ken Doctor, Research Analyst </li></ul><ul><li>Newspaper solution: “‘ The network effect ’ by aggregating content from Hearst, New York Times Co, Tribune and Gannett. ” </li></ul><ul><li>Dana Hayes, SVP, Tribune Interactive </li></ul>
    44. 46. Reps/Media Network Enables local media companies to create, deliver and monetize content and advertising across traditional and digital platforms. Automating the process of creating, buying, and placing TV spots for local and national advertisers. Video ad network for online communities.
    45. 47. Magazine Migration Case-Study: Spin Magazine <ul><li>“ The tracking and reporting data I can now observe is unbelievable ” </li></ul><ul><li>Tom Hartle, Publisher Spin Magazine </li></ul>
    46. 48. Consultative Resource <ul><li>Ask these questions, be prepared to answer these… </li></ul><ul><li>Workbook page 9 -11 </li></ul>
    47. 49. Become a true Marketing Partner! <ul><li>Consultative Approach: Ask the right questions </li></ul><ul><ul><li>What ’ s worked in the past? </li></ul></ul><ul><ul><ul><li>What hasn ’ t? Sites? Placements? Other Targeting? </li></ul></ul></ul><ul><ul><ul><li>Time of day? Zip Codes? Etc … </li></ul></ul></ul><ul><ul><ul><li>What do you consider a success? </li></ul></ul></ul><ul><li>Be able to answer key questions: </li></ul><ul><ul><ul><li>Which adserving technology do you use? </li></ul></ul></ul><ul><ul><ul><li>How can I target my message? </li></ul></ul></ul><ul><ul><ul><li>How do you drive/build traffic to your site? </li></ul></ul></ul>
    48. 50. No Substitute for Good Follow-Up <ul><li>Clients respect Reps who ask: </li></ul><ul><ul><li>“ How successful was the campaign? ” </li></ul></ul><ul><ul><li>“ Did we meet your objectives? ” </li></ul></ul><ul><ul><ul><li>As measured or defined by specific performance, results </li></ul></ul></ul><ul><ul><li>“ What could we have done differently? Or better? </li></ul></ul>
    49. 51. Prospecting & Qualifying <ul><li>Workbook 12 - 13 </li></ul>
    50. 52. Efficient prospecting: Ya Think?
    51. 53. Effective Selling! Top Tips for Success! As described by Marketers: Online buyers, direct, agency, business owners
    52. 54. #1: Industry Knowledge, “ABC’s” Communicate effectively: Provide supportive data, site ‘metrics’ and case studies Don’t know; B.S.
    53. 55. Your ABC’s <ul><ul><li>A d Serving </li></ul></ul><ul><ul><li>B enefits </li></ul></ul><ul><ul><li>C ost </li></ul></ul>
    54. 56. A: Advertising Operations <ul><li>Dynamic vs. Static Delivery </li></ul><ul><ul><li>Broadcast = Fixed and Pre-scheduled </li></ul></ul><ul><ul><li>Online = Estimated on historical traffic and fluid </li></ul></ul><ul><ul><ul><li>Browser: Users/Visitors/Audience = PV ’ s = Imps = defines your available ‘ Inventory ’ </li></ul></ul></ul><ul><ul><ul><li>‘ Inventory ’ surges on news/events (cnn/tmz.com) </li></ul></ul></ul><ul><li>Ad Server (Propriety/3 rd Party) </li></ul><ul><ul><li>Manages inventory, scheduling, targeting, serving, tracking, optimizing, reporting, etc. </li></ul></ul><ul><ul><li>“ Data is the New Creative ” </li></ul></ul><ul><ul><ul><li>David Verklin, Former CEO, Aegis America </li></ul></ul></ul>
    55. 57. B: Benefits… = Value The Internet M-E-A-T!! <ul><li>Advertisers will continue to shift $$ because: </li></ul><ul><ul><li>M easurable , Quantifiable-see texterity.com for Mags </li></ul></ul><ul><ul><li>E ngagement, Interactive (with their product/service) </li></ul></ul><ul><ul><li>A ctionable, Transactional </li></ul></ul><ul><ul><li>T arget-ability </li></ul></ul>
    56. 58. Benefits: Supportive tidbits… <ul><li>“ The more engaging the environment, the more likely an advertisers ’ message will get noticed. ” </li></ul><ul><ul><li>Darian Heyman, Founder Beyond Interactive, 1998 </li></ul></ul><ul><li>“ Internet marketing works because it offers performance ‘ feedback ’ while delivering measurable, quantifiable data. ” </li></ul><ul><ul><li>Dean DeBiase, CEO Fathom Online/SEO Digital Marketing, 2007 </li></ul></ul>
    57. 59. Higher Learning <ul><li>Sources/Resources : </li></ul><ul><ul><li>eMarketer, netlingo.com, google </li></ul></ul><ul><ul><li>IAB.net </li></ul></ul><ul><ul><li>AdAge.com: http://adage.com/images/random/digitalfactpack2007.pdf </li></ul></ul><ul><li>e -Newsletters/blogs : </li></ul><ul><ul><li>MediaPost </li></ul></ul><ul><ul><li>Clickz </li></ul></ul><ul><ul><li>Good Reads: </li></ul></ul><ul><ul><li>“ The Long Tail: Why the Future of Business is Selling Less to More ” , Chris Anderson, Wired Magazine Editor </li></ul></ul><ul><ul><li>“ Watch This. Listen Up. Click Here. ” David Verklin, CEO, Aegis Americas </li></ul></ul>
    58. 60. C: COST: <ul><li>CPW: CPM/CPA/CPC/CPL/CPE/Rev-Share </li></ul><ul><li>Superior Targeting Capabilities </li></ul><ul><li>Benefits: Established, Perceived Value </li></ul><ul><li>Supply & Demand ( ‘ fair rates ’ vs ‘ value-add ’ ) </li></ul><ul><li>Do the math! Quantify vs. ‘ Flat Fee ’ </li></ul>Various Pricing Terms, Factors
    59. 61. More Pricing Considerations <ul><li>Use facts, rationale to support your pitch </li></ul><ul><li>Focus on site uniqueness </li></ul><ul><li>Keep content current and relevant </li></ul><ul><li>Use appropriate and ‘ best ’ advertisers to build and stimulate demand </li></ul><ul><li>Q: Is YOUR site a place where you can impact your client’s business!? </li></ul>
    60. 62. #2: Price Sensitivity Test budget; Minimize ‘Risk’ and pricing terms? Perishable: CPW Overly expensive submission
    61. 63. #3: Performance and Results Establish value by defining, quantifying your online audience Flat ‘monthly' fee; with no or low perceived value
    62. 64. Online Media Kits <ul><li>Very few stations feature a media “kit” for their online assets (formal benefits package): </li></ul><ul><li>A typical station “kit” might suggest: </li></ul><ul><ul><ul><li>Customized on-air/online packages </li></ul></ul></ul><ul><ul><ul><li>Local reach with on-air/site promotion </li></ul></ul></ul><ul><ul><ul><li>Association with highly trusted local brand </li></ul></ul></ul><ul><ul><ul><li>Reaching your target audience 24/7 </li></ul></ul></ul><ul><ul><ul><li>Building user database through registration </li></ul></ul></ul><ul><ul><ul><li>Reaching &quot;at work audience&quot; </li></ul></ul></ul><ul><ul><ul><li>Flexibility in delivering your ad campaign </li></ul></ul></ul>
    63. 65. Online Media Kits (cont’d) <ul><ul><li>Exclusivity by category </li></ul></ul><ul><ul><li>Integrated content sponsorships </li></ul></ul><ul><ul><li>Integrated content targeting weather, sports, health and more. </li></ul></ul><ul><ul><li>Targeted opt-in email campaigns (Text and HTML) </li></ul></ul><ul><ul><li>Streaming video sponsorships </li></ul></ul><ul><ul><li>Delivery to wireless devices </li></ul></ul><ul><ul><li>Contest driven promotions </li></ul></ul><ul><ul><li>On-air support driving traffic to your content </li></ul></ul>
    64. 66. Post your site visitor profile <ul><ul><li>54% Female / 46% Male </li></ul></ul><ul><ul><li>70% HHI $75k+ </li></ul></ul><ul><ul><li>94% Shopped online in past 30 days </li></ul></ul><ul><ul><li>81% College Educated </li></ul></ul><ul><ul><li>72 % Married </li></ul></ul><ul><ul><li>43% 1+ children in HH </li></ul></ul><ul><ul><li>81% own a residence </li></ul></ul><ul><ul><li>Be sure to include Source of data </li></ul></ul>
    65. 67. #4: Bring New Ideas; Drivers! Inventive, creative, customized, exclusive & most of all: LEVERAGE! Same pitch, different day
    66. 68. Dave’s Killer Bread: Integrated Campaign Summary <ul><li>Station produced 3 min video-cast </li></ul><ul><li>Created ‘ Client of the Week ’ Feature & Channel on Station Website … fixed position! </li></ul><ul><li>Supported spot schedule with :10 tags (web-drivers) and 30x/wk on-air promos (awareness/traffic) </li></ul><ul><li>Results: Sales +400%, Local TV Coverage </li></ul>
    67. 69. Dave’s Killer Bread
    68. 70. Engaging with community List of local winners gives legitimacy to promotion and connects station to listeners
    69. 71. <ul><li>Demonstration of new ad formats: </li></ul>Flash demo: Shows the steps for using Vongo Lead form: collects data for Vongo to follow up with interested consumers later . Complex, Multi-purpose Ad Video: Their commercial gives the consumer more information on this new product.
    70. 72. Capture leads for your clients Exclusive, unique and data collection: all in one!
    71. 73. #5: Accuracy in Numbers Realistic (even conservative) about inventory Overly aggressive with avails
    72. 74. Station Package: Pitching By the Numbers <ul><li>20,000 impressions/month ( even distribution ) generated from: </li></ul><ul><ul><li>:15-second audio or video pre-roll </li></ul></ul><ul><ul><li>A combination of leaderboard, skyscraper and cube advertisements… exclusive, fixed positions on our Local Sports pages… </li></ul></ul><ul><ul><li>In-stream commercial ad insertion (accompanied by a synchronized, linked banner in the player while they play. These ads can be static, animated gif or flash) </li></ul></ul><ul><li>800,000 Drive time impressions/month generated from on-air full : 10-second commercial messages (5X :10’s per week M-F 5AM - 7PM). </li></ul><ul><li>3 month total impressions delivered: 3,660,000 </li></ul><ul><li>3 month net investment: $x </li></ul><ul><li>CPM: $x </li></ul>
    73. 75. Page Take-Over: Package Your Station Logo Here Sponsor Sponsor Sponsor 728 X 90 LEADERBOARD 160 X 600 WIDE SKYSCRAPER 300 X 250 MID-REC
    74. 76. Home Stretch: Immediate Impact! <ul><li>Broadcast + Web: A Natural Combo </li></ul><ul><ul><ul><ul><li>Workbook Pages 14-15 </li></ul></ul></ul></ul><ul><li>Supportive Research </li></ul><ul><ul><li>eMarketer, Pew, Forrester </li></ul></ul><ul><li>Building YOUR story, YOUR PLAN! </li></ul><ul><ul><li>Customized for your clients! </li></ul></ul><ul><ul><li>Testimonials, case-studies </li></ul></ul>
    75. 77. Workbook Appendix <ul><li>Internet Jargon </li></ul><ul><li>Supportive Research </li></ul><ul><li>Integration: Consumer Buying-Cycle </li></ul><ul><li>RFP Samples </li></ul><ul><ul><ul><ul><ul><li>Workbook Pages 16-21 </li></ul></ul></ul></ul></ul>
    76. 78. You’ve Been a Wonderful Audience! <ul><li>Final Q & A </li></ul><ul><li>Evaluation </li></ul>
    77. 79. Thank Each And Everyone of You! Steve Martin, 1975 Dave Shapiro [email_address] (415) 609-8911

    ×