Mel taylor web 101 seminars aug 2010


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Mel taylor web 101 seminars aug 2010

  1. 1. Online Revenue Solutions Web 101 for Local Business Seminars Guaranteed Revenue, Superior Sales Training Mel Taylor Media 267-625-5313 267-625-5313
  2. 2. mel taylor media ‘web ‘ b 101’ for locall b i f l business success stories & Cablevision • $ $146,000 new q quarterly business y • 26 new contracts • $ 144,000 new quarterly business • 41 new contracts Times Shamrock Times-Shamrock Communications • $238,000 new annual business
  3. 3. why? web 101 seminar benefits to local media property • an educated local business buys more web > the consultative approach • immediate & LONG-TERM web revenue • better than a cold call • superior qualified lead generation superior, • sales-rep training included
  4. 4. why y local business seminar ? local business wants to buy web, but… • confused / lack of knowledge • don’t totally trust sales rep • don’t want a HARD SELL • think Google or their website is enough • never been properly offered web p p y
  5. 5. mel taylor media y testimonials Our ‘Web 101 for Small Business’ seminar was a huge success • $140 000 in new revenue and signed 26 NEW advertisers $140,000 • Increased 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 p y p y 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 seminar audience, comfortable, reference to promote our Newspaper website, without losing credibility as a professional, outside consultant. Dan Sarko ; VP of Interactive; Tribune
  6. 6. mel taylor media y testimonials We ge e a ed o e $ 0 o new (qua e y) o e generated over $140k of e (quarterly) online bus ess. e business. The seminar results far exceeded our expectations. Mel’s presentation was also a very effective learning tool for our print sales staff, reinforcing our in-house web training. g g One key to our success was Mel’s presentation style. He was able to build the advertisers’ web comfort by using non-tech, easy to understand methods & terminology. John D’Orlando, VP Advertising; Orlando Sentinel g
  7. 7. mel taylor media testimonials • Your knowledge and experience in what works, and what doesn't, to generate online revenues is sorely needed in the Broadcast industry. Your recommendations are simple, practical, and can be executed immediately. Feedback from attendees was as high as we've ever g g gotten. John Potter VP Training; Radio Advertising Bureau g g • 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 Stoltman; America East Conference yp g ; • 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 • Mel, Thank you so much for helping Clear Channel Philadelphia take 100% share of the “Cirque Du Soleil” Theatre buy. $60 thousand dollars for us! Your “integrated marketing approach” blew the client away. We even took $10,000. of their print budget ! The client said they were VERY impressed with your presentation and program, ….and they don’t impress easily ! Tara Kelly, Clear Channel Radio • Mel Taylor has sold new media for newspapers, radio and television, and knows what it takes to get past low CPM’s and remnant ads. We hired Mel Taylor Media at WTEN in Albany and saw immediate benefits. In addition y y to innovative internet training and development for our sales team, Mel worked closely with the news director and web developer. Our site now looks better and is more appealing to our advertisers as well as our viewers. The best part: revenue is up. Mike Sechrist, WTEN Television, Albany, NY
  8. 8. Mel Taylor Media y recent success story Results: 90 day web-sales initiative Mid-Size Market 2008 2009 Increase February  $71,813  $134,847  88% March  $97,304  $160,756  66% April $110,000 $164,475 49%
  9. 9. Mel Taylor Media popular WEB SALES programs custom programs available Web Revenue Boot Camp for Local Media (1 day in market, suggested agenda) • 8a-9:30 Competitive Online Environment • 9:30-11a Web Sales 101; vocabulary, ad units, overcoming common objections •11a-12:15 Using Web to increase overall revenue share. Pricing, packages • Working lunch: Web for Sales Management: Media kits, one-sheets budgets, rate cards inventory kits one sheets, budgets cards, inventory, job descriptions, compensation packages, category targets, & management by objectives • 2p-3p: Web Sales 101 for Editorial, programming, and newsroom staffs. Content that sells. • 3p-4p: Web-masters and Web Producers; sales-friendly sites Web Marketing 101 Seminars for Local Business All Inclusive • Up to 3 local business seminars in a day. • Close business on the spot Total Price • Vid Video clips from recent event h li f t t here: M lT l M di $12,950. $12 950 + Travel Web Revenue Effectiveness Audit • We do a ‘deep dive’ into your current digital sales efforts & your local market’s competitive environment. Key d li K deliverables iinclude a comprehensive set of recommendations, specific iinstructions on iimplementation and a bl l d h i t f d ti ifi t ti l t ti d collection of sales & marketing templates.
  10. 10. Local Online Advertising Share Other Directory Other Directory 4% 4% 10.6% 10.8% Radio R di Radio 2.1% 1.7% TV Online Only TV 8.3% 8 3% Pure Pl P Play 8.9% 8 9% Online Only Pure Play 47.2% 51.7% Newspaper Newspaper 27.7% 23.6% 23 6% 2008 2009 Borrell
  11. 11. Digital Sales Training = Revenue Who does the most training?
  12. 12. The New Workshop from Mel Taylor Media Online Business 101 for Editorial, Newsrooms & Web Producers “When newsroom editors & writers understand basic online sales & business models, they create more advertiser-friendly & profitable websites”