The New Workshop from Mel Taylor Media Online Business 101 for Editorial, Programming & Web ProducersWhen content creators understand online business models… they create more advertiser-friendly & profitable websites
Don’t Trainyour sales staff Until publisher is trainedUntil managers are trained Train the trainer
Separate Teams1. Internal civil war2. Print reps look out-of-touch3. Digital rep not incented to sell print4. Where to find good digital sellers?5. Multiple points of sales contact - bad7. Blame poor web sales on digital reps8. RARE - Deseret Media - Salt Lake City
Local Sales Effort• Protect & grow your LOCAL sales staff• Keep local client relationships to YOURSELF• YOUR managers should be trainers• YOUR managers should do 4-legged calls• Using imported sellers, makes rep look WEAK
VendorsBest Product & Price Financially motivated? Lowest cost & best features
Sales Kit Easy to understand ?For local business & reps ? Advertiser focused ?
The ABC 7 Coverage Area Encompasses Five Important Counties! With a total population of 909,790* in the ABC 7 coverage area, your commercial message is assured of reaching your best potential customers.*Source: US Census Bureau 2010 population estimates
Tampa Sarasota Bradenton Tampa Sarasota BradentonGender DMA Venice CBSA Age DMA Venice CBSAMen 48.1% 47.7% 18-34 25.3% 21.3%Women 51.9% 52.3% 18-49 49.0% 41.6% 25-54 48.5% 42.6% 35+ 74.7% 78.7% Tampa Sarasota Bradenton 50+ 51.0% 58.4%Race DMA Venice CBSAWhite 88.2% 94.6%Black 8.6% 3.1% Tampa Sarasota BradentonAsian 0.8% 0.4% Education DMA Venice CBSAOther 2.4% 1.8% High School 36.8 33.5% Some college 30.1% 29.8% College grad 14.3% 16.8% Tampa Sarasota Bradenton Post graduate 6.5% 8.1%Home owners DMA Venice CBSAOwn 75.3% 76.1%Rent 21.5% 21.5% Tampa Sarasota Bradenton HH income DMA Venice CBSA Tampa Sarasota Bradenton $50-74,999 16.5% 14.6%Value of home DMA Venice CBSA $75-99,999 13.5% 17.1%$300-349,000 3.3% 3.8% $100-149,000 10.4% 9.4%$350-499,999 4.6% 6.2% $150,000+ 5.5% 5.4%$500-749,999 1.8% 2.6%$750-999,999 0.7% 0.9% Source: Scarborough Research, Release 1, 2011 Tampa DMA compared to Sarasota/Bradenton/North Port CBSA$1,000,000+ 0.8% 1.3%
• WWSB ABC 7 is the ONLY Network Affiliate between Tampa & Ft. Myers.• ABC 7 airs 34 LIVE, LOCAL newscasts per week.• ABC 7 can bring your message to more people on the Suncoast than any other media.• ABC 7 is carried on all 3 Cable Systems along the Suncoast. (Comcast, Verizon and Brighthouse). As well as Direct TV.• A unique bond exists between the people of the Suncoast and ABC 7 that has flourished for over 35 years.• People value our thorough coverage of LOCAL news, weather and sports in their communities.• ABC 7 is a television station that has created strong relationships with the community and our customers, that endure over time.• ABC 7’s core values include being the best source of local information, providing top-quality service to our customers.
• ABC 7 has multiple ways of advertising: – Television (#1 way of advertising) – Internet (www.mysuncoast.com – 1.8 million page views a month!) – Sponsorships (Ex: Van Wezel’s Friday Fest, Music on Main in Lakewood Ranch, etc.) – Events (“Lifestyle Expo” in January 2012) – Discount Deals (Feature Deals on ABC 7 News) – Mysuncoast Deals (NEW App launching in Dec.!)
Television is the #1 Source for Product Information and NewsSource: TVB Media Comparisons Study 2010
MySuncoast.com Reaching xx,xxx Sarasota adults each month On-Air, Online & Marketing Services for Sarasota Area Business How We Help: Who We Help: • Brand & Message Awareness • Yoga, Fitness & Health Be seen, Get your message out • Beauty & Hair • Online Presence & Reputation • Boutiques & Retail Looking good online • Restaurants & Food • Database Marketing • Entertainment & Culture Customer email & Mailing Lists • Family & Kids • Online Couponing • Contractors Daily Deals, Promotions, Sampling •Doctors, Dentists, Lawyers Success Stories……can MySunCoast.com do this for you ? Client Logo Client Logo
Another Local Business SUCCESS STORY How can MySunCoast.com help you ?BUSINESS NAME (Logo & picture of business)• VERY brief description of business…. Location of Business(BUSINESS NAME) CHALLENGE: (what they needed help with)Restaurant launching new catering hall and menu. Needed help getting word out, having targetcustomers see upgrades to building, new menu , download new menu & coupon to sample food item.PLAN ( media company name ) PROPOSED• Large format banner on website home page, every Friday• Custom promotion & contest to build email list, encourage sampling, Downloadable coupon• Social media plan using Facebook & Twitter• Produce video profile & ‘behind the scenes’ tour of businessRESULTS ( insert business name here )• Built database of 500 using contest giveaway• Raised brand & message awareness via: • 750,000 banner impressions • 400,000 logo sponsorships impressions • 76,000 viewed video tourCLIENT TESTIMONIALWOW! Linda and her team did a fantastic job helping us get the word out about____. We now have aemail list of 600 and 250 new Facebook fans. The video looked great on the site, and is also perfect forour own website and Youtube channel. John Smith, Owner, Ocean Village Restaurant
Centro• Middle man• Commoditize• Hidden spread• Can’t sell premium ops• Less reliant on Newspaper
Multiple Uses • Rte 9 is closed Breaking News • Lady Gaga tix on sale Friday • Red Sox beat Yankees 99-0 Ad-supported • Deal of Day • Coupon download Promotions • Win Trip • Stand by rate now avail Market to • Home page unit now avail Advertisers • Spring special 50% off
March 13, 2012 Run DigitalProfit First MelTaylorMedia.com 267-625-5313