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  • Business Directory clients were down 19 in August. Revenues declined $729.
  • Internet

    1. 1. Maximizing Internet Advertising How to get your Web site to reach its Internet Potential
    2. 2. Steamboat Internet <ul><li>August 2009 </li></ul><ul><li>• Steamboatpilot: $7,300, 19 clients </li></ul><ul><li>• Homefinder: $2,400, 16 clients </li></ul><ul><li>• Explore: $17,667 217 clients </li></ul><ul><li>• TOTAL: $27,367, 252 clients </li></ul><ul><li>August 2008 </li></ul><ul><li>• Steamboatpilot: $7,100, 20 clients </li></ul><ul><li>• Homefinder: $0, 0 clients </li></ul><ul><li>• Explore: </li></ul><ul><li>$8,479, 132 clients </li></ul><ul><li>• TOTAL: </li></ul><ul><li>$15,579, 152 clients </li></ul>Revenue: Up 77% Clients: Up 67%
    3. 3. Banner Ads <ul><li>Right Rail Banner spots 1 & 2 on every page </li></ul><ul><li>20 rotating advertisers/ 2 out of 20/1 out of 10 </li></ul><ul><li>Minimum of 45,000 impressions/month </li></ul><ul><li>Avg: 80,000 impressions, 100 click-throughs </li></ul><ul><li>$450-$600 per month </li></ul><ul><li>Moose Mountain: 102,000 impressions, 107 click-throughs ($4.41 CPM) </li></ul><ul><li>Edgemont: 113,000 impressions, 85 click-throughs ($4.42 CPM) </li></ul>
    4. 4. Banner Spot 3 <ul><li>Reserved for Nationals that pay based on Traffic </li></ul><ul><li>Tribal Fusion: $400 per month </li></ul><ul><li>Google AdSense: $300 per month </li></ul><ul><li>Context Web: $300 Per month </li></ul><ul><li>Reserves premium banner space (1&2) for local advertisers, but still delivers high traffic numbers </li></ul>
    5. 5. Story Inline <ul><li>Only 50% of traffic is news stories </li></ul><ul><li>$300-$450 per month </li></ul><ul><li>30,000 impressions minimum </li></ul><ul><li>Cari Hermacinski: 47,000 impressions, 384 click-throughs ($6.38 CPM/78 cents per click) </li></ul>
    6. 6. Flash Pre-Roll <ul><li>15-second commercial </li></ul><ul><li>Plays before every video </li></ul><ul><li>7,000 views per month </li></ul><ul><li>$200 to $300 per month </li></ul><ul><li>TV component </li></ul>
    7. 7. Simple: Hot Links <ul><li>Hot Links are simply text links back to enhanced listings </li></ul><ul><li>Charge is just $25 per month </li></ul><ul><li>Could be links to other Web sites </li></ul>
    8. 8. Web Site Sponsor <ul><li>$1,250-$1,800 per month </li></ul><ul><li>Both banners </li></ul><ul><li>Flash Pre-Roll </li></ul><ul><li>Story Inline </li></ul><ul><li>Footer </li></ul><ul><li>1,055,362 impressions </li></ul><ul><li>2,643 click-throughs </li></ul><ul><li>$1.18 CPM </li></ul><ul><li>$0.47 per click </li></ul>
    9. 9. Keys to Internet Success <ul><li>Know your analytics. Share the numbers with staff and clients, and then tell your story, tell your story, tell your story. </li></ul><ul><li>“ Sales Specialist.” Internet revenues up 11 percent since Tricia Langevin was hired. </li></ul><ul><li>Don’t wait for calls. Identify target clients and require that daily appointments be set appointments. </li></ul><ul><li>Have proper sales materials, including PowerPoint presentations, and polish your pitch. </li></ul><ul><li>Remember — Distinct, measured results available to advertisers </li></ul><ul><li>Use print to market and promote tirelessly (save limited online space for existing customers) </li></ul><ul><li>You have the dominant Web sites in Craig and Payson. Every local business who wants Web traffic needs your help! You are the local Web advertising expert. </li></ul>
    10. 10. <ul><li>67,591 visitors per month </li></ul><ul><li>298,196 page views per month </li></ul><ul><li>102,641 “news” page views per month </li></ul><ul><li>Traffic up 25% in past 12 months </li></ul><ul><li>Traffic increased in every time period </li></ul>
    11. 11. <ul><li>65,059 visitors per month in 2009 </li></ul><ul><li>331,994 page views per month in 2009 </li></ul><ul><li>Daily: 2,100 visitors and 10,000 page views </li></ul><ul><li>101,742 “news” page views per month </li></ul><ul><li>Traffic up more than 30% in past 9 months </li></ul><ul><li>Very similar to </li></ul>
    12. 12. <ul><li>Header banner </li></ul><ul><li>Current Traffic: 275,000 impressions monthly </li></ul><ul><li>Add Footer, right rail to raise monthly impressions to 733,333. </li></ul><ul><li>Goal: 5 advertisers, 140,000 impressions each, $550 each, $2,750 total </li></ul>
    13. 13. <ul><li>Right Rail Banner Ads </li></ul><ul><li>Move top two to top of page and add Spot 3 for nationals </li></ul><ul><li>Current: 550,000 impressions per month. </li></ul><ul><li>Goal: 10 advertisers, 36,500 impressions each. $200/month </li></ul><ul><li>Nationals: $350/month </li></ul><ul><li>Total: $2,350/month </li></ul>
    14. 14. <ul><li>Story Inline ad </li></ul><ul><li>Works well during election season, good for local retailers </li></ul><ul><li>100,000 total impressions </li></ul><ul><li>Target: 5 advertisers, 20,000 impressions each, $150 each. </li></ul><ul><li>$750 total </li></ul>
    15. 15. Miscellaneous… <ul><li>Web Site Sponsor (1): $700/month </li></ul><ul><li>Weather Banner Ad (1): $100/month </li></ul><ul><li>Sports Banner Ad (1): $100/month </li></ul><ul><li>Classifieds Banner (1): $150/month </li></ul><ul><li>Employment Banner (1): $150/month </li></ul><ul><li>Hot Links (10): $30 each, $300/month </li></ul><ul><li>Total Revenue: $1,500/month </li></ul>
    16. 16. Totals <ul><li>34 advertisers </li></ul><ul><li>$7,050 monthly revenue </li></ul><ul><li>80 percent of goal: 27 advertisers/$5,640 per month </li></ul><ul><li>Current Annual Revenue: $25,206 </li></ul><ul><li>Potential Annual Revenue: $67,000 </li></ul>
    17. 17. <ul><li>August 2009 Enhanced Listings: 23 </li></ul><ul><li>Enhanced Revenue: $1,587 </li></ul><ul><li>August 2009 Basic Listings: 29 </li></ul><ul><li>Basic Revenue: $975 </li></ul><ul><li>Total August 2009 Revenue: $2,562 </li></ul><ul><li>Now assume we can add 5 enhanced listings per month in 2010…. </li></ul>
    18. 19. <ul><li>Top Banner </li></ul><ul><li>Left Corner </li></ul><ul><li>Featured Home </li></ul><ul><li>Featured Agency </li></ul><ul><li>Featured Agent </li></ul><ul><li>Featured Open House </li></ul><ul><li>Advertising 1, 2 and 3 </li></ul><ul><li>Mortgage Calculator </li></ul><ul><li>Revenue Potential? $1,000/month </li></ul>
    19. 20. Craig Internet Revenue <ul><li> $67,000 </li></ul><ul><li> $57,900 </li></ul><ul><li> $12,000 </li></ul><ul><li>Other Internet: $7,500 </li></ul><ul><li>TOTAL INTERNET ADVERTISING: $144,400 </li></ul>
    20. 21. Overcoming Obstacles <ul><li>Use analytics to educate your ad reps and then your clients </li></ul><ul><li>ROI strategy </li></ul><ul><li>Measured results </li></ul>