How to sell online advertising
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The document provides advice from Carol Doane on selling online advertising. It acknowledges that online advertising can be confusing and unknown compared to print but encourages sellers to learn about it. Key points made include that online ads on average boost retail sales by 9%, 10-15% of budgets should be allocated online, video and mobile are growing areas, and impressions and views are more important metrics than just clicks. It emphasizes practicing skills in online advertising in order to effectively sell to customers.
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How to sell online advertising
- 1. Yes! I want to sell online advertising… but I’m completely lost. By Carol Doane @TheClassicCarol 360Convos.blogspot.com © 2010 Carol Doane
- 2. I don’t get it Secret codes: URL, SEO, SMS Odd terms: optimization, widget, rails, flash, analytics, impressions, views, hits, tags © 2010 Carol Doane
- 3. Print is easy Advertisers understand the benefit of print because they’ve used it and it’s worked © 2010 Carol Doane
- 4. Print is stable Advertisers can hold the newspaper in their hands, touch their ad, and the ad never moves off the page © 2010 Carol Doane
- 5. The known zone Sales reps stay focused on primary products, bundle online with print, or use it as value added © 2010 Carol Doane
- 6. Unknown Zone The terminology may not be second nature, but unless you move forward, you’re locked in with few choices © 2010 Carol Doane
- 7. Imagine You’re trapped in a tower, you’ll be there for a long time. You can have only one media. Which one would you choose: Radio Television Cell phone Newspapers Kindle with unlimited books Computer with internet access © 2010 Carol Doane
- 8. Maybe you didn’t choose internet But a majority of your customer’s prospects did They wouldn’t want to live without it Can your advertisers afford to create marketing campaigns without online? © 2010 Carol Doane
- 9. Clients survive with good strategy They purchase when they perceive real value They rely on you to present the options and communicate that value © 2010 Carol Doane
- 10. But, just wait Online advertising is still confusing—to me and the customer And nobody knows if it works (Nobody?) © 2010 Carol Doane
- 11. I want to know. Do online ads work? © 2010 Carol Doane
- 12. Yes. Online advertising boosts retail sales an average of 9% Research: comSCORE and dunnhumbyUSA via Media Week http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=111796
- 13. Professionals making advertising decisions chose: Internet 92% Print 88% Radio 46% TV 46% Cell-phone ads 39% Research: Brandweek http://www.brandweek.com/bw/content_display/esearch/e3ieb7c1fa39769124d8385a7ece182572b
- 14. When given a choice, 42% of consumers chose the Internet as "most essential" Survey: Arbitron, Edison Media http://arbitron.mediaroom.com/index.php?s=43&item=682
- 15. What percentage of the marketing budget should be invested online? © 2010 Carol Doane
- 16. 10-15% of an advertising budget should be allocated for online Study: Cross Media Optimization http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=8067
- 17. I know how to sketch a print ad. How do I conceptualize an online ad? © 2010 Carol Doane
- 18. Sketch out several frames Storyboard it like a movie Create an ad of moving images that communicate the customer’s message © 2010 Carol Doane
- 19. My Customer complains he’s not getting enough click thrus © 2010 Carol Doane
- 20. 80% of display clicks come from only 16% of internet users Web users who are younger and lower paid comSCORE and Publishers Association http://www.online-publishers.org/media/1059_W_TheSilentClick_OPA.pdf
- 21. Those who viewed but did not click drove the majority of sales Clicks don’t measure the cumulative impact comSCORE via Greg Stuart, CEO of IAB http://www.slideshare.net/gregstuart/intro-to-online-advertising-greg-stuart
- 22. Anything else? © 2010 Carol Doane
- 23. Yes. We’re going to have to go video “The one big shift in the next three to five years is going to be video advertising” Nikesh Arora, Google Global Sales via Reuters http://www.reuters.com/article/idUSTRE5B13VF20091203
- 24. Video? Yeah © 2010 Carol Doane
- 25. Oh, and next is mobile And all those things that haven’t been invented. . . yet © 2010 Carol Doane
- 26. This isn’t a static world or career It’s constantly bombarded with new concepts. Evolving. Grab the opportunity to excel. . . now © 2010 Carol Doane
- 27. Plan your strategy Study Practice Learn Practice, again © 2010 Carol Doane
- 28. Start with small customers If they say “No,” you lose small dollars, but you gain experience © 2010 Carol Doane
- 29. When you feel confident Go after the ‘big fish.’ © 2010 Carol Doane
- 30. Just make sure You’re talking to the real decision maker © 2010 Carol Doane
- 31. Because unsold online ads . . . Are just like disappearing air time © 2010 Carol Doane
- 32. Once an online visitor has left There is no second chance to recapture that page view It’s lost opportunity © 2010 Carol Doane
- 33. Selling online is basic Identify if the campaign is branding or call to action Create a storyboard Choose locked position (guaranteed) or roaming position (ROS) © 2010 Carol Doane
- 34. Sell enough to be effective As if you were selling inserts into the paper Minimum per day Pulse don’t dribble © 2010 Carol Doane
- 35. Market yourself after the sale Say, “Tell me about the success of your advertising campaign” Know what is working, adjust what isn’t, secure testimonials © 2010 Carol Doane
- 36. Be a media pro Learn new terms Practice Improve your presentation Never stop © 2010 Carol Doane
- 37. Go, team! Start, today © 2010 Carol Doane
- 38. Thank you Carol Doane TheClassicCarol@gmail.com 360Convos.blogspot.com Twitter: @TheClassicCarol © 2010 Carol Doane