River 2009 Training #1

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River 2009 Training #1

  1. 1. Now: Broadcast + Online = Results 97-1 The River December 18, 2008
  2. 2. Now: Broadcast + Online = Results <ul><li>Introduction </li></ul><ul><li>Purpose </li></ul><ul><li>Background – where we were </li></ul><ul><li>Where we are - Proactive vs. Re-active </li></ul><ul><li>Opportunities to sell </li></ul><ul><li>Sharks in the Water (Underlying Issues) </li></ul><ul><li>Takeaway #1 </li></ul><ul><li>Assignments #1 and #2 </li></ul>
  3. 3. Now: Broadcast + Online = Results <ul><li>Purpose </li></ul><ul><ul><li>To make you a better marketer with an understanding of the world of online as it relates to a client’s business and marketing strategy </li></ul></ul><ul><ul><li>To build the value and ease of online integration </li></ul></ul><ul><ul><li>To help you understand our assets and online capabilities </li></ul></ul><ul><ul><li>To Move Away from the “Product Sell” </li></ul></ul>
  4. 4. Now: Broadcast + Online = Results <ul><li>Where we were – Industry </li></ul><ul><ul><li>1995 - 2000: “The World Wide Web is going to change the world” </li></ul></ul><ul><ul><li>2001 – 2004: “Well, maybe it isn’t what we thought” </li></ul></ul><ul><ul><li>2005 – present: “Yep, we should have been paying attention. IP will change the world of media as we know it.” </li></ul></ul>
  5. 5. Now: Broadcast + Online = Results <ul><li>Where we were – Company </li></ul><ul><ul><li>1995 - 2000: Cox Interactive Media </li></ul></ul><ul><ul><li>2001 – 2005: CXRI is born; Online is important for growth; proportional response; roadmap for sales (7 Tiers); NO ADDED VALUE </li></ul></ul><ul><ul><li>2006 – present: Integrated Media Focus; Online is a complement to the on-air; Idea vs. Product; No Added Value </li></ul></ul>
  6. 6. Now: Broadcast + Online = Results Where We Are: Sales
  7. 7. Now: Broadcast + Online = Results <ul><li>Where We Are: Sales </li></ul><ul><ul><li>When I Arrived in Atlanta … Agency Presentations </li></ul></ul><ul><ul><li>The Learning: </li></ul></ul><ul><ul><ul><li>It’s about being Proactive vs. Re-active </li></ul></ul></ul><ul><ul><li>The Reactive Seller , direct or agency, has to “jump” when there’s money on the table </li></ul></ul><ul><ul><ul><li>Then has to sell why internet “fits” into the plan </li></ul></ul></ul><ul><ul><li>The Proactive Seller maps out how the online is integrated into the broadcast campaign </li></ul></ul><ul><ul><ul><li>This is how we win and grow online </li></ul></ul></ul><ul><ul><ul><li>Ideas, Strategy – not banners, etc. </li></ul></ul></ul>
  8. 8. Now: Broadcast + Online = Results Where We Are: Great Campaigns!
  9. 9. Now: Broadcast + Online = Results
  10. 10. Now: Broadcast + Online = Results
  11. 11. Now: Broadcast + Online = Results
  12. 12. Now: Broadcast + Online = Results
  13. 13. Now: Broadcast + Online = Results
  14. 14. Now: Broadcast + Online = Results 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
  15. 15. Now: Broadcast + Online = Results <ul><li>The Sharks in the Water </li></ul>
  16. 16. Now: Broadcast + Online = Results <ul><li>The Sharks in the Water </li></ul><ul><ul><li>Put the new media in the old media box </li></ul></ul><ul><ul><ul><li>Above-The-Fold </li></ul></ul></ul><ul><ul><ul><li>Unique Visitors, Pageviews, etc. </li></ul></ul></ul><ul><ul><ul><li>“ I can’t see my banners” – “Must be on homepage” </li></ul></ul></ul><ul><ul><ul><li>Added Value </li></ul></ul></ul><ul><ul><ul><ul><li>Two sides: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Negotiators (buyers are liars) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Skimmers (internal w/reps) </li></ul></ul></ul></ul></ul><ul><ul><ul><li>“ It’s too much work for too little pay” </li></ul></ul></ul><ul><ul><ul><li>The Interactive Agency </li></ul></ul></ul><ul><ul><ul><li>“ I want to sell internet” </li></ul></ul></ul>
  17. 17. Now: Broadcast + Online = Results <ul><li>Build Me A Campaign! </li></ul>
  18. 18. Now: Broadcast + Online = Results <ul><li>Georgia State University Business School </li></ul><ul><ul><li>Education is a big category now for micro and macro reasons </li></ul></ul><ul><ul><ul><li>Layoffs (Newell Rubbermaid slashes 10% of workforce) </li></ul></ul></ul><ul><ul><ul><li>Career is obsolete (Newspaper Ad Rep) </li></ul></ul></ul><ul><ul><ul><li>Personal goals </li></ul></ul></ul><ul><ul><li>Crowded field w/public and private institutions </li></ul></ul><ul><ul><li>Grad school is a profit center for public schools </li></ul></ul><ul><ul><li>Long sales process – not an overnight decision </li></ul></ul><ul><ul><li>Love billboard advertising in ATL </li></ul></ul>
  19. 19. Now: Broadcast + Online = Results <ul><li>Georgia State University Business School </li></ul><ul><ul><li>Concept: North Georiga Business Brief </li></ul></ul><ul><ul><ul><li>A daily, 60-second North Georgia Business Brief produced by 97-1 The River and the Atlanta Business Chronicle </li></ul></ul></ul><ul><ul><ul><li>Business brief is an update on the Atlanta metro business world – a beyond the headlines report </li></ul></ul></ul><ul><ul><ul><li>Audio is 45-seconds of “news” and 15-seconds for GSU </li></ul></ul></ul><ul><ul><ul><li>The North Georgia Business Brief Special Section is online with the audio in a podcast, long-form interviews, written text/copy with news stories, and more </li></ul></ul></ul>
  20. 20. Now: Broadcast + Online = Results <ul><li>Georgia State University Business School </li></ul><ul><ul><li>Activation: </li></ul></ul><ul><ul><ul><li>On-Air (20 per month, 5a-8p) </li></ul></ul></ul><ul><ul><ul><li>Online: </li></ul></ul></ul><ul><ul><ul><ul><li>Custom Channel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Banners </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Stream </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lead Generation </li></ul></ul></ul></ul>Program cost: $7500 per month with a 6-month commitment ($45K – Conversion!)
  21. 22. Now: Broadcast + Online = Results <ul><li>Your Assignment: </li></ul><ul><ul><li>#1 – What do you want to see in the upcoming sessions? </li></ul></ul><ul><ul><li>#2 – Prior to our next meeting, please send me 2-3 clients where we could build something pro-actively and we’ll pick one for each session. </li></ul></ul>
  22. 23. Now: Broadcast + Online = Results <ul><li>Questions? </li></ul><ul><li>Concerns? </li></ul><ul><li>Comments? </li></ul><ul><li>Statements? </li></ul>

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