11/12/2009
Online
Revenue
Strategy Presented by Mel Taylor
MelTaylorMedia.com
Mel@MelTaylorMedia.com 267‐625‐5313
November 11, 2009
I’m a journo…
I don’t do numbers
if you want to
succeed online
learn
learn
sales
& business
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11/12/2009
mel taylor
background
• radio • newspaper • sales management • talent, reporter
• internet • television • content, production • sales training
Mel Taylor Media
recent client list
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11/12/2009
is this you ?
hey…
we’re into digital !
we use twitter & blogs !
we put the paper online via PDF !
gonna build a news site
then pray that sales magically appear
hen pray that sales magically appear
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11/12/2009
Pulitzers
never made Newspapers
great businesses
Local Distribution Monopolies
made Newspapers
great businesses
web revenue
just out of reach ?
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11/12/2009
fun fact
i am slightly taller than jeff
due to my strategic use of mousse
Help me. I am...
EZ Web Selling
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11/12/2009
best revenue
practices
1. publisher think
2. kill sacred cows
3. overcoming common objections
4. premium ad units & positions
5. dayparting, SOV, roadblocks
best revenue
practices
6. advertiser education
7. simplify sales packages & presos
8. hybrid rev models e-commerce, events, etc
9. advertiser-based videos
10. data-base & email
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11/12/2009
think publisher
1. profit
2.
2 operations
3. editorial
mandatory re-think
design… tech…editorial
d i t h dit i l
must think revenue too
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11/12/2009
slaughter these
sacred cows
• editorial drives business model strategy
• sales is necessary evil
• build content, dump off to sales
• your offline brand wins online
• cpm-only banner selling
• over-reliance on remnant ad networks
simple solution
1. look for outside guidance
2. select tactics from web revenue leaders
3. mix with your unique strengths
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11/12/2009
core business
• journalism
• content creation
• advertising
g
• websites
• enabling commerce
how to overcome
common objections
• not interested in web
• already on Google
• already have website
• can’t see my ad
• too expensive
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11/12/2009
Q: how do i respond to
this local advertiser question?
how many hits
do you get?
A: while you can quote page-views & uniques,
the small business owner will likely have no idea
if those numbers are good or bad.
Instead, show simple chart of your GROWTH…
Online USER Growth
30,000
24,000
12,000
12 000
Source: ___________ Monthly Visitors
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11/12/2009
Online PAGEVIEW Growth
281,000
242,000
114,000
Source: ___________ Monthly Pageview Growth
• video
• revenue
• sales
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11/12/2009
best revenue-producing
VIDEO practices
• video in banner
• sales-based video player
• search optimize video
• online info-mercials
info mercials
• seed multiple channels
it’s NOT pre-roll….yet
online video
that pays
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11/12/2009
common video mistakes
that scare advertisers
• inconsistent quality
– production value
– composition, sound & lighting
• f
fear of user generated content: UGC
f t d t t
• subject matter doesn’t require video
• clips gets limited views
online info-mercials
Click here to watch sample
http://meltaylorclientsamples.blogspot.com/
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11/12/2009
online photo-mercials
Click here to watch sample
http://meltaylorclientsamples.blogspot.com/
video prospects
•existing clients
•TV wanna-be’s
•ego-driven clients
•newspaper clients
•cable & tv clients
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11/12/2009
think different
advertising design
top reason contributing
to client cancellations:
POOR BANNER DESIGN
In order to lure
advertisers back…
traditional media gets
VERY CREATIVE
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large format banners
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smart practice
custom page skin
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smart practice
road block
100% sov (share of voice)
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smart practice
home page
cube 300x250
above scroll
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11/12/2009
smart practice
easiest ad unit to sell
sliding billboard
g
http://www.tribuneinteractive.com/clients/091908_jcpenney/demo1.htm
http://www.tmccreatives.com/
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11/12/2009
sliding billboard
• exclusive & limited supply
• super premium unit
• ez for rep to sell
• ez for client to see value
• ez to design & execute
sliding billboard
• 100% share of voice for 24 hours
• flat, daily fee
• short term deals to find market value
• iin-house promos, if not sold
h t ld
• shoot for 75% sell out
• then keep raising rate
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11/12/2009
dumb practice
letting
ad networks
on home page
& section fronts
ad networks on home page
not smart
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11/12/2009
think about it…
newspapers are careful
p p
about who gets a front page ad
in their print product
( hand-selected business pays premium )
but… they don’t follow the same
smart rules about ad placements
in their online product
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11/12/2009
really dumb practice
web sellers quote monthly,
instead of weekly rates
broadcast & newspaper quote weekly
sounds I can’t afford almost
expensive
$2,000 per month !
sounds I can handle
reasonable
$475 per week
smart practice
text links
e-commerce
rev-share
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11/12/2009
local advertiser
education
web advertising 101 seminars
for local business
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11/12/2009
why
advertiser seminar ?
they want to buy web, but…
• confused / lack of knowledge
• don’t totally trust sales rep
• think Google or website is enough
• never been offered web
advertiser seminar
benefits
• provide education to local biz
> consultative approach
• immediate web revenue
• better than a cold call
• lead generation
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11/12/2009
mel taylor media
‘web advertising 101’ for local business
success stories
& Cablevision
• $146,000 new quarterly business
• 26 new contracts
• $ 144,000 new quarterly business
• 41 new contracts
Times Shamrock Communications
• $238,000 new annual business
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11/12/2009
How to invite
local advertisers:
This invitation
was sent to
local print advertisers
of Philadelphia Inquirer
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11/12/2009
web marketing
• search
• branding
• message awareness
search
• today’s yellow pages
• google, yahoo
• reach those on a mission
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11/12/2009
to advertise
your business
would you only use
ld l
yellow pages?
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11/12/2009
branding
keep name out there
message awareness
educational (ex: sale)
banner design
1. KISS keep it simple stupid
2. clear graphics/ messaging
3. understood in 2 secs ?
4. no web address needed !
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11/12/2009
banner design
5. what is goal ?
> branding
> message awareness
> direct response: call to action
client cancellations
common reason: poor banner design
Design your banner as if:
• Speed by at 70 mph
• 2 seconds of attention
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11/12/2009
reasons to click
• get coupon
• join a contest or VIP club
• watch our video
t h id
• sign up for our newsletter
reasons to click
• britney spears bikini pics
• free admission to event
• download our new menu
• sneak preview
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11/12/2009
no need to click
• brand awareness
• brand preference
• message awareness
• visited site/store, later
hot ideas
• download
menu
coupon
application
• take a virtual tour
• watch a video
• online contest / integrated promotion
• collect email
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11/12/2009
what sites
to consider ?
WTF ?
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11/12/2009
GOOD !
• IAB.net compliant
• clean environment
• limited Ad units
• above scroll
• good content
media
targeted email
targeted email
online promotion
integrated
campaign
build database download coupon
join contest
j i
watch video
data capture
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11/12/2009
declining cpm’s
• inventory glut
• commoditization
• ease of targeting
• geo
• behavioral
bigger not always better
struggle to monetize
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11/12/2009
bigger not always better
stop growing
lo-value, commodity page-views
start growing
‘high advertiser value’ content
why an online
ad inventory glut ?
print newspaper:
lay out the ads first, then fill ‘NEWS HOLE’
w/ content.
online newspaper:
create & upload content first, then try to fill
always variable ‘AD HOLE’
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11/12/2009
what online content
should you build ?
determine local content hole
> local consumer need NOT being met online
> of little interest to national, online only company
> can leverage local feet on street
determine advertiser demand
> what categories want to advertise in this content?
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11/12/2009
mel taylor media
recent success story
results from mid-market media company,
that applied info contained within this presentation
2008 2009 Increase
February
February $71,813
$71,813 $134,847
$134,847 88%
March $97,304 $160,756 66%
April $110,000 $164,475 49%
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11/12/2009
Mel Taylor Testimonials
Our ‘Web 101 for Small Business’ seminar was a huge success; we generated
over $132,000 in revenue and signed 26 advertisers that had not previously run
with The Morning Call. We increased our average revenue per account by 18%.
Mel is charismatic, well spoken and easily captures attention of the crowd. He
takes the time to build a story that can make the most difficult concepts seem
easy. Before the client seminar (where Mel trained our sales staff) he addressed
the most common objections. Mel helped give the sales staff more confidence,
and made them fully prepared to sell.
At the client seminar, Mel engaged the audience, spoke in terms that made
them comfortable, and made professional reference to promote our Newspaper
website, without losing credibility as a professional, outside consultant.
Dan Sarko ; VP of Interactive; Tribune Newspapers Pa. March 2008,
October 2008
• As an event planner, I have the opportunity to place many different types of speakers on various
industry programs. Rarely do I encounter a speaker of the caliber of Mel Taylor. Not only is he
extremely knowledgeable in and well-prepared for his subject matter, he is also a very entertaining
speaker and a pleasure to work with. He is an asset to any program.
• Marsha A. Stoltman; President, The Stoltman Group, America East, Newspaper
Conference, Hershey Pa. April 2008, April 2009
• Refreshing, easily understandable & entertaining….for managers and sales reps! I am
recommending Mel for future events that educate local businesses about online marketing, as well
as online sales training initiatives for traditional media execs.
• Tara Cleary; New England New Media Association; May 2009
• "Mel, thank you for speaking at our annual conference. Our members loved your presentation
style and were left with plenty of actionable, revenue generating ideas. The feedback has been
fantastic and we've had numerous requests to have you back. We'll see you again soon!"
• Mike Kierstead; Executive Director Atlantic Community Newspapers Association; June
Director,
2009
• Your presentation was incredibly beneficial. To have someone finally say it's OK to 'dumb down'
the internet sales process is something short of life altering, but certainly business altering. This
was easily one of the best seminars I've seen. Thanks.
• Paul MacNeill; President, Island Press Ltd.; June 2009
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11/12/2009
Mel Taylor Media
popular WEB SALES programs
custom programs available upon request
>> Web Revenue Boot Camp for Local Media (1 day in market, suggested agenda)
• 8a-Noon Web-sales best practices for reps
•NNoon-1p C
1 Combined lunch session: competition overview
bi d l h i titi i
• 1p-3p Web Sales for Management
• 3p-5p Programming/Marketing/Tech… revenue/ ad inventory issues
• Delivered 2 weeks later: custom report on findings & recommendations
>> Web Marketing 101 Seminar for Local Business
• In-market visit 4 wks prior to seminar, includes Web Revenue Boot Camp
• Half day of additional rep training, day before seminar
• Copy of all sales materials / templates
• Close business on the spot
• Video clips from recent event here: www.MelTaylorMedia.com
>> Online Business Model Analysis & Recommendation for Radio
• We do a ‘deep dive’ into your current digital sales efforts & your local market’s
competitive environment. Key deliverables include a comprehensive set of
recommendations & specific instructions on implementation.
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11/12/2009
Online
Revenue
Strategy Presented by Mel Taylor
MelTaylorMedia.com
Mel@MelTaylorMedia.com 267‐625‐5313
November 11, 2009
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