21st Century Sales Tactics for Newspapers: Post-conference notes and bonus materials

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  • 1. Post Conference Notes & Bonus MaterialsDarla Walker dwalker@sharevelocity.com
  • 2. Why aren’t you selling more online ads?Not selling much digital? Your reasons may include some of these: 1. My company hasn’t yet organized to sell online ads (barely have a website); 2. My company has organized to sell online ads but: a. Selling process is not clear or is confusing; b. Don’t have good sales collateral and data; c. Production and fulfillment processes are shaky; and, d. No confidence that digital products will be delivered or that they will get results. 3. Have not been trained well or at all to sell digital advertising; 4. Company introduces too many new digital products – always get a new “flavor of the month”; 5. Don’t want customers to get started in online – too much competition out there; 6. Customers want products that we don’t offer; 7. Customers don’t want to pay “extra” for the value; and, 8. Customers have unrealistic expectations for results.Tactics to counter 1-4 above (Focus on the things you can control):  Take a free course or attend a free webinar online:;  Brush up on terminology that you hear but don’t understand with this glossary of online advertising terms – but you’ll never need all those terms – focus on the ones you hear most: http://www.iab.net/media/file/GlossaryofInteractivAdvertisingTerms.pdf  Ask your customers if they have websites and what they’re doing to promote them;  Share your new knowledge with your publisher and discuss plans;  If processes aren’t set up or are sub-par, network with salespeople and managers at other newspapers or magazines to learn from their processes – and problem-solve internally; and,  Leave time each month for the “flavor of the month” but with steady focus on proved products.Tactics to counter 5-8 above (These are entirely in your control):  Customers rely on you for high quality, up to date recommendations – you must be savvy;  Don’t risk valuable relationships by forcing customers to competitors for digital ads;  Serve customers with digital products you have – inform company of unfulfilled demand;  Differentiate the digital values that print alone can’t offer or that enhance print values;  Qualify client expectations – if the spend is small, the results will not be gigantic; and,  Response complaints are opportunities to “problem-solve” and to discuss “solutions”.DON’T BE LEFT BEHIND. GET KNOWLEDGE YOU NEED EVEN IF YOUR COMPANY MOVES SLOWLY.
  • 3. Some Print and Web Values ComparedFEATURES & PRINT WEBBENEFITS ADS BANNERSHIGH REACH LOCAL CONSUMERS YES YESFREQUENCY - BUILD UP EXPOSURES YES YESGRAPHICAL FORMAT W/BRANDING YES YES YES ON FIXED ADSLONG LIFE - STICKS AROUND YES ONLYREACH NEW NON-PRINT AUDIENCE NO YESHIGHLY DESIRABLE DEMOGRAPHIC YES YESIMMEDIACY/BREAKING MEDIUM LIMITED YESCONTEXTUAL (SECTION) TARGETING YES YESDEMOGRAPHIC TARGETING NO* YES*DAY-PART TARGETING NO YES*GEO - TARGETING NO* YESCALL TO ACTION MESSAGE YES YESINTERACTIVE NO YESCOPY HEAVY LAYOUT YES NOLIKE A BILLBOARD NOT SO MUCH YESTRACKABLE MORE LIMITED YES VERYGOOD CREATIVE TEST MEDIUM NOT SO MUCH YESADJACENT TO TRUSTED CONTENT YES YES
  • 4. Define How Web Ads Extend Print Valuesor Web Adds Value Print Can’t DeliverWeb Ads Extend the Value of Print Ads by Improving or Increasing:  Reach & Share of Local Customers  Frequency & Continuity of Brand Exposures and Call to Action Messages  Immediacy of Daily or Weekly Campaigns  Contextual Targeting Capabilities (Sections of Publication or Website)  Trusted Content Adjacency  Reach Highly Desirable Audience DemographicsWeb Ads Offer New Values that are Uncharacteristic of Print:  Greater Target Flexibility  Real-Time Track-able Results & Reporting  Used as Breaking News Medium - Dramatically Increased Immediacy for Ads & News  Test Multiple Ad Creative Concepts Quickly and Economically  Rotate Multiple Creative Units to Avoid Creative Burn-out  Reach locals who don’t read print – and non-locals interested in the communityThese are some of the enhanced and new values that make the ads worth the added investment.Web Values Compete with Other MediaHere are some of the ways web ads help you compete for attention from advertisers in other media:  Web Banner Ads are like Billboards on the “information highway”  Rotating Frames – or even video – are storyboard ads like a Cable TV Commercial  Email Ad Blasts for Advertisers are like digital Direct Mail sent straight to the consumer’s email box  Customer clicks from web ad to Advertiser Web Site which is their 24/7 Interactive Brochure  Web ads can provide the immediacy of radio for “breaking news” about a local promotional event – and, yes, sound can be included  Web advertising is a great way to enhance word of mouth about new products or services – it’s all about social networking on the webDon’t forget: The web is the most interactive form of advertising on the planet. The 21st CenturyConsumer wants a dialogue – they want to interact.
  • 5. Do Online Ads Work?Yes. Here are some facts about Online Ad Results:Online Ad Campaigns Grew Retail Sales by 9%http://www.comscore.com/por/Press_Events/Press_Releases/2009/8/comScore_dunnhumbyUSA_Research_Shows_Online_Advertising_on_Par_with_TV_Advertising_in_Growing_Retail_Sales_of_Consumer_Packaged_Goods_BrandsRESTON, VA, August 17, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digitalworld, in partnership with dunnhumbyUSA, an international leader in building sales and brand valuefor consumer goods and retail companies, today released the results of an early series of studies ithas conducted into the effectiveness of online advertising in building retail sales of consumerpackaged goods (CPG) brands, revealing that the Internet can be as effective an advertising mediumas television advertising. Over the course of twelve weeks, online ad campaigns with an averagereach of 40 percent of their target segment successfully grew retail sales of the advertised brands byan average of 9 percent. This compares to an average lift of 8 percent for TV advertising asmeasured by Information Resources, Inc. (IRI) and published in their seminal research paper “HowAdvertising Works.”Offline Sales Lift from CPG Brand AdvertisingComparison Between TV and InternetTotal U.S.Source: Information Resources, Inc. and comScore, Inc. TV (IRI) Internet (comScore)Sales Lift +8% over 12 +9% over 3 months monthsPercent of Campaigns 36% 80%Showing StatisticallySignificant LiftMore Links to Studies about Online Ad Results:Ads on Local Web Sites compared to other Sites:http://onlinepubs.ehclients.com/images/pdf/Local_Online_Media_Ads_to_Action__OPA_8_08(1).pdfhttp://www.online-publishers.org/index.php/researchAds on Newspaper Web Sites:http://www.newspapermedia.com/pitch_digital.html
  • 6. Online Results and Click Thru RatesClick Thru Rate Benchmarkshttp://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/doubleclick/pdfs/DoubleClick-07-2010-DoubleClick-Benchmarks-Report-2009-Year-in-Review-US.pdfLocal websites often get higher click rates than the national benchmarks, example above. Why? Ibelieve it’s because the consumer finds more highly relevant advertising information on local newweb sites – and they find the ads more credible, because they know these advertisers as part of thecommunity.It’s the ones who didn’t click…According to the 2009 “The Silent Click” Report from Online Publishers Association, 80% of displayclicks come from 16% of internet users – and those users are younger with lower incomes than“non-clickers”… ANDThose users who viewed but did not click drove the majority of sales!http://www.online-publishers.org/index.php/research/industry_researchResearch Shows the Link Between Online Brand Metrics and Offline SalesOctober 3, 2011Advertisers looking to build their brands online will need to look beyond traditional web metrics todetermine if their investments are paying off, according to a recent study by Nielsen. In a new report,Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and BrandBuilding, there is emerging evidence that brand metrics – which show attitudinal response to onlinecampaigns – can predict offline sales. The research further shows that there’s virtually norelationship between click-through rates and brand opinion or offline sales.http://blog.nielsen.com/nielsenwire/consumer/research-shows-link-between-online-brand-metrics-and-offline-sales/Click-Thru Rates Alone do not show the cumulative impact of Online AdsThe click thru is the most immediately measureable result of online advertising but there is mountingevidence that the most dramatic impact of online advertising has everything to do with increasedshopping and in-store traffic and has virtually nothing to do with clicks. People hear radio ads andrespond in the store. They see TV ads and respond in the store. They see Newspaper and Direct Mailads and respond in the store. They see online ads and respond in the store!
  • 7. The Online Ad Conceptual ProcessFind the Needs and Interest:Ask open questions and listen to your client’s online advertising needs and interests.Discuss various online options to address those needs such as: o A fixed sponsorship of one of your content sections that matches his/her customer profile o A banner that serves only on certain days of the week or one week of the month or to break an ad promotion that starts before your print publication comes out o A banner that serves in only to users in a certain geographic area o An email blast that compliments their interest in direct mail o A banner ad campaign to supplement the print audience with those who prefer web and to reinforce their print campaign to those who read bothBranding or Strictly Call to Action?There is a branding aspect to all display (banner) web ads that contain a logo. That means theadvertising graphics should be true to the customer’s branding and image in the marketplace.But is the ad pure branding or should the ad message contain a call to action? The determinationfor this factor is exactly the same as in print. If the advertiser wants the consumer to take a specificaction, they must ask them to do so.It is a major advertising mistake to just say, “Click here.” We all know that many folks won’t. Theyshould state the offer in the ad copy BEFORE asking the customer to click.Think of it as a Rotating BillboardNow, tell the story in a rotating billboard or storyboard form with 3 or 4 frames:  The 1st frame: What problem is the advertiser trying to solve for the consumer?  The 2nd & maybe 3rd frame: What is the advertiser’s solution to the problem? Benefits?  The final frame: How does the consumer get it? How much? Where? When? Etc.This is overly simplistic, but barely. Display web ads should not be overly complicated and should notcontain heavy copy in each frame. If there’s just ONE frame, then it’s exactly like setting up copy foran outdoor billboard.Schedule the ad to run on the SiteIf it’s a low budget campaign, be sure it serves in a short time frame instead of trickling a fewimpressions each day for a month.
  • 8. After the web ad schedule begins“Have the courage to face the truth!” – W. Clement StoneSet yourself apart from the mediocrity of “the pack” – Stand out for your interest in your clients’results for all their ad programs, both in print and online – even in other media. Ask them howeverything they’re doing is working. It will give you new ideas to help them and it will position you asa trusted advisor.2 Reasons to ask “How’s it going” sooner rather than laterDon’t wait until the end of the schedule to ask how things are going. Ask earlier in the schedule sothat: 1. You can still make some adjustments & suggestions, if you’re SURE you need them; and, 2. You can reinforce your earlier conditioning of the customer’s expectation. (All ads take time to work as frequency and reach build up; Consumers are busy and they must get around to taking action; and Clicks are FAR from everything.)What if the client is disappointed?  Remind them of the conditioning statements you made earlier about results;  Ask them to join you in some problem-solving; and,  Move them to considering solutions.When you hit upon solutions that work, express your:  Thanks for the opportunity to work with them until you found the right approach;  Your intention to continue to find the best values and results for them;  Your interest in a testimonial so that other businesses can find their local online results; and,  Your appreciation for any referrals they could recommend for your services.Be a Media Pro. Learn more about Online Ads, Video Ads, Mobile Ads. Be aresource for your customers. Practice your presentation. Observe reactionsfor ways to improve it. Never stop!Thanks for sharing your learning time with me. I wish you the best of digital sales success!- Darla Walker, Share Velocity LLC, dwalker@sharevelocity.com