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Training 11 21
 

Training 11 21

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    Training 11 21 Training 11 21 Presentation Transcript

    • Online Sales Overview A Cox Radio Atlanta Perspective November 21, 2008
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Introduction
      • The Philosophy of Online
      • Tiers of Inventory or “Opportunities to Sell”
      • Online in the world of creation, conversion, and growth
      • Conclusions And Questions
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • The Philosophy of Online
        • My Background
        • The Internet vs. Station’s Digital Assets
        • It’s all about brand distribution
        • Integration with ideas
        • Don’t put me in the traditional media box! Or Metrics Please!
    • Online Sales Overview: A Cox Radio Atlanta Perspective So, you want me to sell a internet package? Sales Rep
    • Online Sales Overview: A Cox Radio Atlanta Perspective This is radio dude! CPP and GRP … Give me a ranker! Sales Rep
    • Online Sales Overview: A Cox Radio Atlanta Perspective I mean, we’re not an internet company Sales Rep
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Neal Polachek, CEO Kelsey Group:
      • “ Sales reps, no matter the media , are going to have to upgrade their knowledge and understanding of all media and all the things that can get an advertisers’ message in front of an audience.
      • We’re now entering a phase where sales reps cannot do their jobs sufficiently in the marketplace if all they understand is their own media. ”
      I’m Neal! Some People listen to me
    • Online Sales Overview: A Cox Radio Atlanta Perspective
    • Online Sales Overview: A Cox Radio Atlanta Perspective
    • Online Sales Overview: A Cox Radio Atlanta Perspective The Internet is big – Where do we fit in? Sales Rep
    • Online Sales Overview: A Cox Radio Atlanta Perspective Internet Media Options Company’s Website Search National & Local Pure Plays Directory National Media Local Media Websites Local Radio, TV, Paper, etc. Social Media
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Newspaper and Online = Substitutes
      =
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Radio and Online = Complements
      =
    • Online Sales Overview: A Cox Radio Atlanta Perspective It’s the brand silly rabbit!
        • 90% of station website visitors listen to the station
        • 74% of station website visitors = P1s (The Raving Fans of the Brand (Arbitron/Edison study))
    • Online Sales Overview: A Cox Radio Atlanta Perspective I know all about branding – I’m an expert … The web is a brand extension Sales Rep
    • Online Sales Overview: A Cox Radio Atlanta Perspective Phil Kotler, marketing genius Google me to find out more No, it’s not an extension, it’s distribution
    • Not A Brand Extension But, Brand Distribution Online Sales Overview: A Cox Radio Atlanta Perspective
    • Since It’s Friday …
    • Brand Distribution Online Sales Overview: A Cox Radio Atlanta Perspective
    • Brand Distribution Online Sales Overview: A Cox Radio Atlanta Perspective On-Air Online
    • Cox Radio Atlanta’s Interactive Operating Strategy: One Brand Multiple Distribution Channels Each with their own inherent value Together a more powerful solution Online Sales Overview: A Cox Radio Atlanta Perspective
    • Online Sales Overview: A Cox Radio Atlanta Perspective Product Focus vs. Idea Focus
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • The Philosophy:
        • Product Focus
          • Would You Like To Buy A Pre-Roll?
          • This is selling the what
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • The Philosophy:
        • Idea Focus
          • What do we want accomplish for the client?
          • Why do we want to accomplish it?
          • How are we going to accomplish it using our online inventory?
          • This is selling the how and the why
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • The Philosophy:
        • Idea Focus
      Included an on-air endorsement and online elements including video
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • The Philosophy:
        • Idea Focus
      Included an on-air announcements and online elements including database building
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • The Philosophy:
        • Idea Focus
      Included an on-air announcements, online elements including database building, and a finale event
    • Online Sales Overview: A Cox Radio Atlanta Perspective Please tell me what I have to sell! Sales Rep
    • Online Sales Overview: A Cox Radio Atlanta Perspective Banners Rich Media Road blocking Streaming Newsletters Pre-roll Video on website Special Section Custom Channel Text Messaging Sponsorships of pages and RSS Online seminars Twitter Interfaces Blogs Search Engine Marketing Database Building/Contesting Lead generation Featured Advertiser Listing
    • Run-of-site banners 728x90; 300x250; 180x150
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Rich Media
        • Expandable
        • Pop-Outs
        • In-Banner Video
        • Mouse-Over/User-Activated/Close-Out
    • Online Sales Overview: A Cox Radio Atlanta Perspective Expandable Mouse-Over
    • Online Sales Overview: A Cox Radio Atlanta Perspective Expandable Mouse-Over
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • The Rich Media Rules of the Road
      • Please charge a premium (even 15% more)
        • This is where we have a public service announcement about pricing
      • Production takes more than 48 hours
      • Load time is 3 days
      • Frequency Caps:
        • User-Activated/Click-Off: 1 showing per 15 minutes
        • Mouse-Over: 1 showing per 24 hours
        • The Rules of the Road come from best practices at the IAB and are approved by User #1
    • Audio Player Streaming & Gateway Banner size: 300x350
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Triton Media COO Mike Agovino told Wednesday’s IRTS panel:
        • “ I’ve seen this paralysis sink into the industry because it believes it needs this depth of knowledge that it doesn’t really need.”
        • Most people never bothered to learn how sound got from the studio to an FM translator, yet many are focused on internet radio’s nuts and bolts
        • The Stream is the Same – It’s Just the Station turned on a different way
      Friend of Hans
    • Online Sales Overview: A Cox Radio Atlanta Perspective Position the stream in a new way (:60) Second Commercial Schedule 13x (:60) commercials per week on terrestrial radio 20x (:60) commercials per week on streaming radio Schedule to run every week from 5/5/2008 through 3/28/2009. Total of 47 weeks. Mon Tues Wed Sat Sun 6am – 10am 1x 1x 1x 10am – 1pm 2x 1x 1x 9am – 7pm 3x 3x Streaming  -------------------- ----------------------- ---40x weekly---- ----------------------- -------------------- 
    • Featured Advertiser Listing As it appears in Last Songs Played And now on RDS-enabled radios! Home Depot
    • Maximum of four ads per newsletter Email Newsletter Ads
    • Content Sponsorship
    •  
    • Custom Content Channel
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • More to sell:
        • Data Building
          • Approach from a marketing point of view
        • Video
          • We can produce video for a fee
        • Blogs
          • Dedicated pages will help with search marketing
        • Online Seminars
        • Contesting
    • Online Sales Overview: A Cox Radio Atlanta Perspective All One-Sheets and a Rate Card are on the G:Drive in the Digital Media File Tier Price Specs Minimum Impressions/Plays Production Time Other   Banners (wsbradio.com) $1500 per month ($15 CPM) 728x90; 300x250; 180x150 … Flash file limit: 30K 100,000 per 30 days 2 days for activation plus production of art time See Internet Sales Manager for weekly pricing   Banners (boortz.com) $1500 per month ($15 CPM) 728x90; 300x250; 180x150 … Flash file limit: 30K 100,000 per 30 days 2 days for activation plus production of art time See Internet Sales Manager for weekly pricing   Banners (clarkhoward.com) $1500 per month ($15 CPM) 728x90; 300x250; 180x150 … Flash file limit: 30K 100,000 per 30 days 2 days for activation plus production of art time See Internet Sales Manager for weekly pricing   Rich Media (Video in Banner) $2500 per month same as banner specs; must follow Rich Media activation rules (see next column) Mouseover: 1 display per 24 hours per unique user; user-activated: 1 display per 15 minutes per unique user 3 days for activation plus production time Must coordinate production with Internet Sales Department   Banners (Geo-Targeted) $2500 per month per site ($25 CPM) See Above         Streaming $2000 per month (includes rotating banner campaign) 60-second spot on stream w/ 300x250 banner and link Minimum of 200 plays per month ($10/spot) 24 hour turn-around time 300x250 banner must be used on the stream to complement the audio Please see Internet Sales Manager for Weekly / Daypart Pricing Pre-roll Gateway $3000 per month 15-second audio/video or flash file … 300x250 banner … Can be produced in-house Minimum of 50,000 impressions (plays) per month 3 days Maximum of 6 slots for clients   VIP Newsletter $1000 per ad 234x60 banner … Database size: 47,000+ 2 days Newsletter sent every other Wednesday (7/2, 7/16, 7/30, etc)   Walter Reeves Newsletter $500 per ad 234x60 banner … Database size: 22,000+ 2 days Newsletter sent every other Thursday (6/26, 7/10, 7/24)   Home Fix It Newsletter $1000 per ad 234x60 banner … Database size: 4,000+ 2 days Newsletter sent every other Friday (7/11, 7/25)   Boortz Blast Email $1500 per ad 234x60 banner … Database size: 65K+ 2 days Newsletter sent every other Thursday   Clark Travel Newsletter $500 per ad 234x60 banner … Database size: 70K+ 2 days Newsletter sent every Tuesday and Thursday   Clark Said Newsletter $1500 per ad 234x60 banner … Database size: 140K+ 2 days Newsletter sent every other Monday   Custom Channel $2000 per month Custom pages for clients listed under "Marketplace" on every page of website - Varies based on project Coordinate production with Internet Sales Manager   ClarkHoward.com Channels $2000 per month Travel / Personal Finance; $1000 per month remainder Includes sponsor button on the channel and a fixed banner on all pages of the channel     See Internet Sales Manager for availability   ClarkHoward.com Search Sponsorship $2500/month           Featured Advertiser $100 per month Includes audio file; video file; links to client website; RDS display n/a Varies based on project Coordinate production with Internet Sales Manager   Streaming Sponsorship $7500 per month Logo on "Listen Live" player on all pages of website; 100 60-second commercial in the stream per month; 20 5a-5a promos per month with 15-seconds of ad copy for client Varies based on project Coordinate production with Internet Sales Manager   Event Guide $4000 per month Fixed banner (300x250) on Event Guide page; Logo on Homepage Events Guide module 20 5a-5a promos per month with 15-seconds of ad copy for client Varies based on project Coordinate production with Internet Sales Manager   Mobile $5000 per month Fixed banner (88x31) on the WAP-website; fixed banners (3 sizes) on the Mobile How-To Custom Channel; Varies Varies based on project Coordinate production with Internet Sales Manager; includes 20 5a - 5a on-air promotional announcements with 15-seconds of copy for client   Weather $3000 per month Fixed logo on the Weather section of the website; logo is on every page Varies Varies based on project Coordinate production with Internet Sales Manager   News $3000 per month Fixed logo on the News section of the website Includes 20 5a-5a on-air promos (60s) with 15-seconds of client copy Varies based on project Includes text news alerts; Can be part of the on-air program   Video Yes           Clark Howard Podcasts $2500/month 15-second video pre-roll on Clark's Video Minute (20,000 impressions per month) 15-second audio message prior to Clark's audio podcast (100,000 per month) "Sponsored by" button on Clark on Demand channel Max of 3 sponsor positions   Homepage Roadblock See ISM           Webinars $6000 per month minimum - add in other elements          
    • Online and Mobile News Sponsorship
      • Fixed sponsorship of a main feature on News/Talk 750 WSB’s website
        • The News Page receives an average of 400,000 pageviews per month
      • Sponsorship of the “Breaking News Text and Email Alerts” … Sent when news “breaks” to listener’s email, PDAs, or cell phones
      • Allows the advertiser a fixed position on the pages and “ownership” of the section/content/real estate
      • Complements a regular or annual campaign on 750 WSB and allows an advertiser a relationship with one of the most important components of the WSB station personality.
      • How It Works:
      • Client receives fixed banner on the News pages (Sponsorship Button) … Includes a link
      • Also included are monthly rotating banners (50,000 impressions per month) and streaming commercials (minimum of 100 plays/month)
      • Included as a “sponsored by” in the breaking news texts
      • Minimum monthly impressions: Banners: 50,000; Streaming: 100,000; News Channel: 400,000; Minimum of 550,000 impressions/month
      • Name-mention inclusion in a minimum of 30 promotional announcements per month encouraging listeners to sign-up for the mobile text alerts (air 12a – 12a, Monday – Sunday)
      • Sponsor must not be a “competing” news provider (i.e., AJC.com)
      • Cost: $5,000 net/month
      Fixed banner with client’s marketing communication message
    • Online Sales Overview: A Cox Radio Atlanta Perspective Dude, I’ve got to create or convert 4 accounts next year Sales Rep
      • Growth
      • Conversion
      • Creation
      • This is your mission
      • How can CXRI be a resource for this?
      Online Sales Overview: A Cox Radio Atlanta Perspective
    • It’s Not Necessarily A Banner Ad or One of Our Tiers of Inventory It’s understanding how the on-air influences the online Online Sales Overview: A Cox Radio Atlanta Perspective
    • Where does CXRI fit into this new strategy? My goal is to help with this strategy: Internally and externally – on the “idea” end and with the client, making sure they can get “found” Online Sales Overview: A Cox Radio Atlanta Perspective
    •  
    • “ Found!”
    • Online Sales Overview: A Cox Radio Atlanta Perspective I need to rank things so I need stats! That’s what the client asked for after all. Sales Rep
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Monthly Pageviews: 461,819
      • Monthly Unique Visitors: 56,613
      • Listening Sessions: 57,537
      • Time Spent Listening Online: 45 minutes
      • E-Mail newsletter subscribers as of 10/23/2008: 19,669
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Notes on web stats:
        • We don’t change much from month-to-month
        • Web stats mean something different on each site
        • 99.9% of the marketing world doesn’t know how to interpret and/or utilize web stats
        • It’s all about engagement
    • Online Sales Overview: A Cox Radio Atlanta Perspective Before we go … How do I activate a campaign? Who is Kim?
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Summary:
        • Cox Radio Atlanta’s Internet Platform is a powerful way to integrate your client’s message across multiple mediums with a similar and distinct audience profile … and touch that listener in multiple ways
        • The methods listeners use to connect to the brands of the station are changing – our multiple distribution channels are a powerful way to connect with the audience profile
        • It’s the message and the way that message is delivered to the audience – on-air, online, and on-site
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Summary:
      • - Information Overload … Capabilities on G:Drive/Digital Media
      • - The more things change …
      • - There is no “cookie cutter” or “steel sword”
      • - Using the online to solve Key Marketing Challenges will drive the revenue:
      • - Ideas, Ideas, Ideas
      • - Agencies will ask about it – Be careful with added value
      • - Understand it today … Stay Relevant Tomorrow
    • Online Sales Overview: A Cox Radio Atlanta Perspective
      • Summary:
        • Online is important and will continue to be important
        • It’s more than just the online opportunities we offer
          • As a marketing resource for your clients and especially the conversions and creations, we need to help them “be found” after their on-air campaign airs
        • Integration and ideas will win and put you over the top
    • Online Sales Overview: A Cox Radio Atlanta Perspective I get it! I’m gonna sell me some internet! Sales Rep