local media websites MelTaylorMedia.com 267-625-5313 basic online SALES strategy  Learning Series,  JAN 26, 2010
Mel Taylor Media what we do <ul><ul><li>training & consultation </li></ul></ul><ul><ul><ul><li>web sales & business model ...
Mel Taylor  background <ul><li>newspaper </li></ul><ul><li>television </li></ul><ul><li>sales management </li></ul><ul><li...
Mel Taylor Media  recent client list
Mel Taylor Media recent success story <ul><ul><li>Results: 90 day MEL TAYLOR MEDIA  </li></ul></ul><ul><ul><li>web-sales i...
how to overcome common objections  <ul><li>not interested in web </li></ul><ul><li>already on Google </li></ul><ul><li>alr...
simplify
<ul><li>tech  </li></ul><ul><li>cpm  </li></ul><ul><li>pageviews </li></ul><ul><li>uniques </li></ul><ul><li>leaderboards ...
 
It looks like a CUBE,  so call it a CUBE STOP using ‘medium  rectangle’ Why do we call this  a LEADERBOARD? call it what i...
really   dumb practice web sellers quote monthly,  instead of weekly rates  broadcast  & newspaper quote weekly <ul><ul><l...
dumb   practice too many  lo-value banners on home page
looks bad to  local ad prospects
easiest ad unit to sell sliding billboard smart   practice
 
 
 
sliding billboard <ul><ul><li>exclusive & limited supply </li></ul></ul><ul><ul><li>ez for rep to sell </li></ul></ul><ul>...
sliding billboard <ul><ul><li>100% share of voice for 24 hours </li></ul></ul><ul><ul><li>flat, daily fee </li></ul></ul><...
 
tv king of  promotions web + tv + promotions = revenue
70% of Super Bowl Advertisers used integrated promotions  ( 2008 cpg)
integrated  tv campaign
how many hits  do you get?
Online USER Growth Monthly  Visitors 24,000 12,000 30,000 Source: ___________
Online PAGEVIEW Growth 242,000 114,000 281,000 Monthly Pageview Growth Source: ___________
simplify packages
 
 
web advertising 101 seminars for local business another tactic to drive web revenue
why a   client seminar  ? <ul><li>local advertisers  </li></ul><ul><li>want to buy web, but… </li></ul><ul><ul><ul><li>con...
client seminar  benefits   <ul><ul><ul><li>provide education to local biz </li></ul></ul></ul><ul><ul><ul><li>taps consult...
mel taylor media  ‘web advertising 101’ for local business  success stories  <ul><li>$ 144,000 new quarterly business </li...
 
 
 
 
How to invite  local advertisers: This invitation was sent to  local print advertisers  of Philadelphia Inquirer
 
<ul><li>Design your banner as if:  </li></ul><ul><li>Speed by at 70 mph </li></ul><ul><li>2 seconds of attention </li></ul...
banner design <ul><ul><li>KISS  keep it simple stupid </li></ul></ul><ul><ul><li>clear graphics/ messaging </li></ul></ul>...
<ul><ul><li>what is goal ? </li></ul></ul><ul><ul><ul><ul><li>> branding </li></ul></ul></ul></ul><ul><ul><ul><ul><li>> me...
<ul><li>get coupon </li></ul><ul><li>join a contest or VIP club </li></ul><ul><li>watch our video </li></ul><ul><li>sign u...
<ul><li>britney spears bikini pics </li></ul><ul><li>free admission to event </li></ul><ul><li>download our new menu </li>...
<ul><li>brand awareness </li></ul><ul><li>brand preference </li></ul><ul><li>message awareness </li></ul><ul><li>visited s...
<ul><li>download  </li></ul><ul><ul><li>menu </li></ul></ul><ul><ul><li>coupon </li></ul></ul><ul><ul><li>application </li...
<ul><li>it’s not working </li></ul><ul><li>i have site </li></ul><ul><li>i use google </li></ul><ul><li>where’s my ad ? </...
 
search <ul><li>today’s yellow pages </li></ul><ul><li>google, yahoo </li></ul><ul><li>reach those on a mission </li></ul>
 
to advertise  your business would you only use  yellow pages?
 
 
 
<ul><li>search </li></ul><ul><li>branding </li></ul><ul><li>message awareness </li></ul>web   marketing
branding <ul><li>keep name out there </li></ul><ul><li>familiarity </li></ul><ul><li>stability </li></ul><ul><li>logo w/ s...
 
 
branding keep name out there message awareness educational (ex: sale)
<ul><li>educational </li></ul><ul><li>newspaper, broadcast, outdoor </li></ul><ul><li>passive consumer </li></ul><ul><li>u...
 
<ul><li>I have no / bad site </li></ul>
have rep build  a splash page
Bill segment
Radio 38 years TV 13 years Internet  4 years  reaching critical mass 50 million users Phone 74 years Ipod  3 years  Facebo...
 
 
local media websites MelTaylorMedia.com 267-625-5313 basic online revenue strategy  Learning Series,  JAN 26, 2010
online video that pays
best revenue-producing  VIDEO   practices <ul><li>:05 static pre-roll </li></ul><ul><ul><li>share of voice, bundled, stati...
local media websites MelTaylorMedia.com 267-625-5313 basic online revenue strategy  Learning Series,  JAN 26, 2010
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World Now; TV Web Sales 101

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training session for 25 www.WorldNow.com markets. In attendance: sales execs & managers.

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  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address] NAB Radio Show 9.23.09
  • Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address] NAB Radio Show 9.23.09
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • mel taylor media Radio Advertising Bureau Webinar 6.18.09
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • mel taylor media Radio Advertising Bureau Webinar 6.18.09
  • Radio Advertising Bureau Webinar 6.18.09
  • mel taylor media Radio Advertising Bureau Webinar 6.18.09
  • mel taylor media Radio Advertising Bureau Webinar 6.18.09
  • mel taylor media Radio Advertising Bureau Webinar 6.18.09
  • Tv needs to focus on leveraging one of its greatest strengths, to go after one of the fastest growing online revenue categories How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address] Radio Advertising Bureau Webinar 6.18.09
  • mel taylor media Radio Advertising Bureau Webinar 6.18.09
  • mel taylor media Radio Advertising Bureau Webinar 6.18.09
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • Google works great.
  • I’m looking for a plumber….but which one do I choose? Probably the one that looks MOST FAMILIAR to me
  • 20 brands of peanut butter in the aisle. Which one do you choose? Probably the one that does a lot of branding &amp; message awareness campaigns.
  • Your dogma ran over my karma
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • How Smart Radio Stations Leverage Interactive Assets Mel Taylor Media 267-625-5313 www.MelTaylorMedia.com [email_address]
  • World Now; TV Web Sales 101

    1. 1. local media websites MelTaylorMedia.com 267-625-5313 basic online SALES strategy Learning Series, JAN 26, 2010
    2. 2. Mel Taylor Media what we do <ul><ul><li>training & consultation </li></ul></ul><ul><ul><ul><li>web sales & business model strategy </li></ul></ul></ul><ul><ul><ul><li>web for editorial & programming </li></ul></ul></ul><ul><ul><ul><li>web video & multi-media </li></ul></ul></ul><ul><ul><li>web 101 seminars for local business </li></ul></ul><ul><ul><li>Online Revenue Solutions for Local Media </li></ul></ul>
    3. 3. Mel Taylor background <ul><li>newspaper </li></ul><ul><li>television </li></ul><ul><li>sales management </li></ul><ul><li>content, production </li></ul><ul><li>radio </li></ul><ul><li>internet </li></ul><ul><li>talent, reporter </li></ul><ul><li>sales training </li></ul>
    4. 4. Mel Taylor Media recent client list
    5. 5. Mel Taylor Media recent success story <ul><ul><li>Results: 90 day MEL TAYLOR MEDIA </li></ul></ul><ul><ul><li>web-sales initiative: mid-size media property </li></ul></ul><ul><ul><li>1Q 2009 </li></ul></ul>2008 2009 Increase February $71,813 $134,847 88% March $97,304 $160,756 66% April $110,000 $164,475 49%
    6. 6. how to overcome common objections <ul><li>not interested in web </li></ul><ul><li>already on Google </li></ul><ul><li>already have website </li></ul><ul><li>can’t see my ad </li></ul><ul><li>no one is clicking </li></ul>
    7. 7. simplify
    8. 8. <ul><li>tech </li></ul><ul><li>cpm </li></ul><ul><li>pageviews </li></ul><ul><li>uniques </li></ul><ul><li>leaderboards </li></ul><ul><li>click-thrus </li></ul><ul><li>weird vocabulary </li></ul>
    9. 10. It looks like a CUBE, so call it a CUBE STOP using ‘medium rectangle’ Why do we call this a LEADERBOARD? call it what it looks like: a TOP BANNER use vocabulary that local advertisers & reps can easily understand
    10. 11. really dumb practice web sellers quote monthly, instead of weekly rates broadcast & newspaper quote weekly <ul><ul><li>I can’t afford almost $2,000 per month ! </li></ul></ul>sounds expensive sounds reasonable <ul><ul><li>I can handle $475 per week </li></ul></ul>
    11. 12. dumb practice too many lo-value banners on home page
    12. 13. looks bad to local ad prospects
    13. 14. easiest ad unit to sell sliding billboard smart practice
    14. 18. sliding billboard <ul><ul><li>exclusive & limited supply </li></ul></ul><ul><ul><li>ez for rep to sell </li></ul></ul><ul><ul><li>ez for client to see value </li></ul></ul><ul><ul><li>ez to design & execute </li></ul></ul>
    15. 19. sliding billboard <ul><ul><li>100% share of voice for 24 hours </li></ul></ul><ul><ul><li>flat, daily fee </li></ul></ul><ul><ul><li>short term deals to find market value </li></ul></ul><ul><ul><li>in-house promos, if not sold </li></ul></ul><ul><ul><li>shoot for 90% sell out </li></ul></ul><ul><ul><li>then keep raising rate </li></ul></ul>
    16. 21. tv king of promotions web + tv + promotions = revenue
    17. 22. 70% of Super Bowl Advertisers used integrated promotions ( 2008 cpg)
    18. 23. integrated tv campaign
    19. 24. how many hits do you get?
    20. 25. Online USER Growth Monthly Visitors 24,000 12,000 30,000 Source: ___________
    21. 26. Online PAGEVIEW Growth 242,000 114,000 281,000 Monthly Pageview Growth Source: ___________
    22. 27. simplify packages
    23. 30. web advertising 101 seminars for local business another tactic to drive web revenue
    24. 31. why a client seminar ? <ul><li>local advertisers </li></ul><ul><li>want to buy web, but… </li></ul><ul><ul><ul><li>confused / lack of knowledge </li></ul></ul></ul><ul><ul><ul><li>don’t totally trust sales rep </li></ul></ul></ul><ul><ul><ul><li>think Google or website is enough </li></ul></ul></ul><ul><ul><ul><li>never been offered web </li></ul></ul></ul>
    25. 32. client seminar benefits <ul><ul><ul><li>provide education to local biz </li></ul></ul></ul><ul><ul><ul><li>taps consultative approach </li></ul></ul></ul><ul><ul><ul><li>immediate web revenue </li></ul></ul></ul><ul><ul><ul><li>sales rep training </li></ul></ul></ul><ul><ul><ul><li>more effective than cold call </li></ul></ul></ul>
    26. 33. mel taylor media ‘web advertising 101’ for local business success stories <ul><li>$ 144,000 new quarterly business </li></ul><ul><li>41 new contracts </li></ul><ul><li>$146,000 new quarterly business </li></ul><ul><li>26 new contracts </li></ul>& Cablevision <ul><li>$238,000 new annual business </li></ul>Times Shamrock Communications
    27. 38. How to invite local advertisers: This invitation was sent to local print advertisers of Philadelphia Inquirer
    28. 40. <ul><li>Design your banner as if: </li></ul><ul><li>Speed by at 70 mph </li></ul><ul><li>2 seconds of attention </li></ul>poor campaign results common reason: poor banner design
    29. 41. banner design <ul><ul><li>KISS keep it simple stupid </li></ul></ul><ul><ul><li>clear graphics/ messaging </li></ul></ul><ul><ul><li>understood in 2 secs ? </li></ul></ul><ul><ul><li>no web address needed ! </li></ul></ul>
    30. 42. <ul><ul><li>what is goal ? </li></ul></ul><ul><ul><ul><ul><li>> branding </li></ul></ul></ul></ul><ul><ul><ul><ul><li>> message awareness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>> direct response: call to action </li></ul></ul></ul></ul>banner design
    31. 43. <ul><li>get coupon </li></ul><ul><li>join a contest or VIP club </li></ul><ul><li>watch our video </li></ul><ul><li>sign up for our newsletter </li></ul>reasons to click
    32. 44. <ul><li>britney spears bikini pics </li></ul><ul><li>free admission to event </li></ul><ul><li>download our new menu </li></ul><ul><li>sneak preview </li></ul>reasons to click
    33. 45. <ul><li>brand awareness </li></ul><ul><li>brand preference </li></ul><ul><li>message awareness </li></ul><ul><li>visited site/store, later </li></ul>no need to click
    34. 46. <ul><li>download </li></ul><ul><ul><li>menu </li></ul></ul><ul><ul><li>coupon </li></ul></ul><ul><ul><li>application </li></ul></ul><ul><li>take a virtual tour </li></ul><ul><li>watch a video </li></ul><ul><li>online contest / integrated promotion </li></ul><ul><li>collect email </li></ul>hot ideas
    35. 47. <ul><li>it’s not working </li></ul><ul><li>i have site </li></ul><ul><li>i use google </li></ul><ul><li>where’s my ad ? </li></ul>
    36. 49. search <ul><li>today’s yellow pages </li></ul><ul><li>google, yahoo </li></ul><ul><li>reach those on a mission </li></ul>
    37. 51. to advertise your business would you only use yellow pages?
    38. 55. <ul><li>search </li></ul><ul><li>branding </li></ul><ul><li>message awareness </li></ul>web marketing
    39. 56. branding <ul><li>keep name out there </li></ul><ul><li>familiarity </li></ul><ul><li>stability </li></ul><ul><li>logo w/ slogan </li></ul>
    40. 59. branding keep name out there message awareness educational (ex: sale)
    41. 60. <ul><li>educational </li></ul><ul><li>newspaper, broadcast, outdoor </li></ul><ul><li>passive consumer </li></ul><ul><li>un-aware of offer </li></ul><ul><ul><ul><li>> New location </li></ul></ul></ul><ul><ul><ul><li>> Sale </li></ul></ul></ul><ul><ul><ul><li>> New item </li></ul></ul></ul>message awareness
    42. 62. <ul><li>I have no / bad site </li></ul>
    43. 63. have rep build a splash page
    44. 64. Bill segment
    45. 65. Radio 38 years TV 13 years Internet 4 years reaching critical mass 50 million users Phone 74 years Ipod 3 years Facebook 2 years
    46. 68. local media websites MelTaylorMedia.com 267-625-5313 basic online revenue strategy Learning Series, JAN 26, 2010
    47. 69. online video that pays
    48. 70. best revenue-producing VIDEO practices <ul><li>:05 static pre-roll </li></ul><ul><ul><li>share of voice, bundled, static image </li></ul></ul><ul><li>sales-based video player </li></ul><ul><li>online info-mercials </li></ul><ul><li>video in banner </li></ul>
    49. 71. local media websites MelTaylorMedia.com 267-625-5313 basic online revenue strategy Learning Series, JAN 26, 2010

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