This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

1. TheLocal Media&AdvertisingExperts
How to Hire a Digital Marketing Vendor
Kelly Benish
July
26,
2015

2. 2
Agenda
• BIA/Kelsey Overview
• What’s Popular in the Marketplace?
• Are Service Models Shifting?
• Let’s Get Started!
• Q&A
2

3. 3
Who we are.
BIA/Kelsey is a leading global consultancy
specializing in the local media ecosystem.
What we do.
We track, analyze and advise on the rapidly-
evolving advertising and marketing industry.
3

4. 4
How you benefit from us.
Drawing from over 30+ years of industry
experience, we deliver data-driven insights,
business guidance, executive networking and
advisory services that solve specific client needs.
4

5. 5
We Know Local
Local media advertising revenues will reach $139 billion in
2015, according to our U.S. Local Media Forecast.
Online/digital will account for more than one-quarter (25.3
percent) of total local media revenues.
BIA/Kelsey can help you leverage the real business
opportunities inherent in this growth to solidify your
leadership position.
5

6. 6
What’s Popular in the Marketplace?

7. 7
There’s a Steady Shift Toward Digital Media
$106.1 $104.2 $105.6 $103.9 $105.0 $103.5
$31.0 $35.0 $39.4 $44.5 $49.7 $55.0
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
2014 2015 2016 2017 2018 2019
Traditional Online/Digital
US$Billions
2014-2019
CAGRs:
Total Media
CAGR 3.0%
Online/Digital
Media
CAGR 12.2%
Traditional
Media
CAGR -0.5%
$139.3
Note: Numbers are rounded.
$137.0
$145.0 $148.4 $154.7
$158.5

8. 8
Total Ad Spend Distribution for SMB Advertisers
13.5%
19.3%
22.8%
5.7%
4.1%
6.6%
6.5%
4.2%
3.5%
4.3%
2.6%
4.3%
2.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 18 (Q3 2014)
Pay Per Click
Other
IYP
Video
Deals & Coupons
Mobile
Sponsorships & Giveaways
Direct Mail
YP
Broadcast
Other Online
Social
Other Traditional
Source: LCM Wave 18, Q3/2014 (and prior waves, if relevant). Methodology: Online panels.
7.4
Average number of
channels used by
typical SMBs
$35,847
Average annual spend
on marketing &
advertising by SMBs

9. 9
Types of Channels Used to Purchase Online Ads
34.6%
27.6%
26.0% 25.6% 24.8%
22.8%
20.3%
16.3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 18, Q3/2014 (and prior waves, if relevant). Methodology: Online panels.

10. 10
Do it for me. Or do it WITH me…
Are Service Models Shifting?

11. 11
Model Preferred When Working with Service Provider
39.0%
10.1%
37.0%
8.4%
5.5%
Do it With Me
Do it For Me
Do it Myself
No Preference
Not Sure
Q509A
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 18 Q3/2014. Full sample.
Question text: For most of the online advertising, marketing and promotion needs for your business, which model do you prefer?
Preferred Model

12. 12
Let’s Get Started.

13. 1313
1. Infrastructure & Technology
2. Process
3. Products & Services
4. Service Models & Partners
5. Pricing & Packaging
6. Time Management
7. Overhead and Budget
8. Goals
9. Communication
10. Leadership
10 Step Evaluation Process

14. 14
Five steps for attracting digital customers
Step 1 - Launch.
Propel your business onto the internet
with a professional website letting
consumers know that you are officially
open for business.
Step 2 – Get Found.
Land on search engine result pages
by clearly identifying your business
and location to customers
searching for you.
Step 3 – Reach Out.
Introduce your business to new
customers with advertising on search
engine websites or news and
entertainment networks.
Step 5 – Engage.
Embrace your customers and their network of
friends. Social media pages spread the word
about your company.
Step 4 – Live & Local.
Your customers are local - promote them locally on their
favorite radio station through live streaming, on station
websites and with email marketing.

15. 15
Launch your presence
Step 1 - Launch. Propel your
business onto the internet with a
professional website letting
consumers know that you are
officially open for business.
WEBSITE DESIGN
MOBILE WEBSITE DESIGN
RESPONSIVE WEBSITE DESIGN

16. 16
Get found online
Step 2 – Get Found. Land on
search engine result pages by
clearly identifying your business
and location to customers
searching for you.
LIST OPTMIZATION
LOCAL PROFILES
SEARCH ENGINE OPTIMIZATION

17. 17
Get more customers
Step 3 – Reach Out. Introduce
your business to new customers
with advertising on search engine
websites or news and
entertainment networks.
SEARCH ENGINE
MARKETING
DISPLAY ADVERTISING
RETARGETING

18. 18
Live & Local
Step 4 – Live & Local. Your
customers are local - promote them
locally on their favorite radio station
through live streaming, on station
websites and with email marketing.
LIVE STREAMING AUDIO
E-NEWSLETTERS
DISPLAY ADVERTISING

19. 19
Engage your customers
Step 5 – Engage. Embrace your
customers and their network of
friends. Social media pages spread
the word about your company.
SOCIAL MEDIA
OPTIMIZATION
REPUTATION MONITORING
CALL TRACKING

20. 20
What Solutions do I Need to Build my Business?
Product
Purpose
Websites
Digital
business
card
Contact
info
and
forms
Mobile
format
SEO
Expand
visibility
Takes
Fme
(90
days
–
1
year)
Social
Media
Build
engagement
Promote
the
brand
Social
Ads
Promote
the
brand
and
reach
‘instantly’
Target
friends
of
friends
PPC
Promote
the
brand
and
reach
‘instantly’
Mobile
Capable
Display
/
RemarkeFng
Prevents
shopping
cart
abandonment
Improves
conversion
Content
On-­‐site
/
Off-­‐site
E-­‐mail
MarkeFng

21. 2121
1. Who are your competitors?
2. Who are some of your top clients?
3. Would you be inclined to supply me three references?
4. Do you provide all of your products / services or do you outsource?
5. What are your 30 day, 90 day, annual goals for my account?
6. How often will we be reviewing my account?
7. What is your customer service policy?
8. Provide me three contacts from your company with contact info?
9. What reporting information should I be receiving?
10. What do you need from me to make this partnership a success?
What is the Interview Process?

22. 22
Your Questions. Let’s Discuss.

23. 23
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24. © 2014 BIA/Kelsey. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could
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Questions & Comments:
TheLocal Media&AdvertisingExperts
Kelly Benish
VP of Business Development
O: (704) 989-8006 | @LoKellSearch
Kbenish@biakelsey.com