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Broadcasters' Billion-Dollar Digital Opportunity with SMBs
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Broadcasters' Billion-Dollar Digital Opportunity with SMBs

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Local businesses’ most pressing need is TV’s best opportunity

Local businesses’ most pressing need is TV’s best opportunity

Published in: News & Politics, Business

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  • 1. “Connect, Matter, Monetize” „Help!‟ Local businesses‟ most pressing need is TV‟s best opportunity
  • 2. Opportunities  Retrans revenue expected to triple by 2018 to $6B*  Local political revenue grew $1B in 2012 ** Where‟s revenue growth? Risks …  Networks to claim up to 60% of retrans revenue **  TV political budget share shrinking, shifting to digital, and data-driven, hyper- targeted buys** * USA Today 8/213 | ** TVB Forward 2013 “Future of Political Campaigns’
  • 3. What about local growth? Broadcasters service approximately 1 out of 15 businesses in a market.* * Gordon Borrell, Borrell & Associates
  • 4. What about local growth? So where are opportunities to start a relationship with the other 14? “I want people to be able to find us, our location, and our website.” [visibility]
  • 5. What about local growth? So where are opportunities to start a relationship with the other 14? “What should we focus on … Facebook, Pinterest, Instagram?” [social marketing]
  • 6. What about local growth? So where are opportunities to start a relationship with the other 14? “Encourage guests to leave reviews.” [reputation management]
  • 7. What about local growth? So where are opportunities to start a relationship with the other 14? “Mobile!” [responsive design site]
  • 8. What about local growth? So where are opportunities to start a relationship with the other 14? “Appearing in search engines.” [local search]
  • 9. What about local growth? So where are opportunities to start a relationship with the other 14? “Time and personnel.” [simple, managed for me]
  • 10. What about local growth? So where are opportunities to start a relationship with the other 14? “I am technology illiterate.” [a trusted advisor]
  • 11. Emotional opportunity Local business owners are entering an uncharted, emotionally-charged territory. And they feel …  Fear  Frustrated  Embarrassed  Distrust  Hopeless
  • 12. Wanted: Trusted advisor “Local digital marketing is hand-to-hand combat … the key advantage is history, brand, recognition and trust.” -- Gordon Henry, Deluxe Corp. BIA Kelsey Local SMB Conference, Austin
  • 13. “Real opportunity, real business owners” From the street
  • 14. From the street Challenge: Recently expanded, no website, limited visibility, no social Debbie Head, owner Poole Bros. Nursery $3M annual revenue; yellow pages advertiser
  • 15. From the street Challenge: Staff management, customer service Ann Webb, owner Ann Webb Skin Clinic First review: “These are the most rude people I’ve ever dealt with, I can’t believe they’re still in business.”
  • 16. From the street Challenge: Reaching new customers and showcase reputation Jessie Campbell, owner Price Automotive Currently owns a single two-star Google review
  • 17. From the street Challenge: Customers only move every 4.5 years Wayne Lombard, owner Square Cow Movers “I don’t use the yellow pages, so I’m not likely to advertise there. I’m going to steer away from things I don’t personally use.”
  • 18. From the street Dr. Erin Bear Drs. Benjamin, Bear Family Dentistry Sol Braverman Newark Nut Co. Tamara Quinn Pulling Down the Moon
  • 19. How big‟s the market? “$43.5B U.S. market for SMB online marketing solutions” -- Nathan Hanks, President Reach Local • 2013 revenue $515M+ • Advertisers 23K • Campaigns 35K * ReachLocal Second Quarter 2013 Results
  • 20. Why does it matter? Because this is how people view a business today
  • 21. Mobile Site Visibility Reputation Social Open the Virtual Front Door Introduce business to those who need their product, service … but don’t know them yet?
  • 22. TV excels at events Super Bowl Elections Hurricanes
  • 23. It‟s an everyday opportunity Helping businesses attract new customers is the business … and it’s long-term
  • 24. Emotional challenge Local business owners are entering an uncharted, emotionally-charged territory. And they feel …  Fear  Frustrated  Embarrassed  Distrust  Hopeless
  • 25. So what‟s stopping us?
  • 26. So what do we know? Digital marketing services is big … $43B+ It’s being pulled out of your markets right now … $515M+ Time is now … new revenue awaits, these new advertisers won’t
  • 27. Next steps …
  • 28. Next Steps … Jim Thompson, SVP Local Sales jthompson@worldnow.com 212.389.5197 | @jtpush2 Questions, comments?