The future of advertising

1. The Future of Advertising
Vail 2016

3. Customer
Car Phone
Store Phone
Call
Print RadioDirect
MailTV
Outdoor

4. “I know I’m wasting
half my ad dollars…
John Wanamaker

5. SEO
SEM
Retargeting
Reputation
Management
Social Media
Email
Print
Radio
Text
Messaging
Direct
Mail

6. What the heck
John Wanamaker

9. = 3%

11. They leave as fast as you can bring them in

14. You exist to help the right
small businesses grow

15. You exist to help the right
small businesses grow

16. You will continue to exist if
you help the right small
businesses grow

17. Survival is Exhausting

19. How and What vs. Who and WHY
• ‘Needs Assessment’ = How and What?
• Strategy before Tactics, They need a WHY
• One-offs don’t help you if they don’t help the prospect
• Work to get yourself in front of a higher percentage of ‘the
right prospects’ using lead generation
• Recognize entry level prospects and propose a solution

20. Bundles of Tactics?

21. Bundles of Tactics?

22. Or, partner to create ROI

23. Or, partner to create ROI

24. ‘Let’s throw some print in there…’

25. Print
• Use it to create awareness at the top of the funnel
• Geographically targeted
• Done right, you can bypass search for difficult to rank keywords
• Drive traffic to the store AND/OR to the clients website

26. SEO
SEM
Retargeting
Reputation
Management
Social Media
Email
Print
Radio
Text
Messaging
Direct
Mail

27. SEO
SEM
Retargeting
Reputation
Management
Social Media
Email
Print
Radio
Text
Messaging
Direct
Mail

28. Revenue Retention Roadmap
www.DMforNewspapers.com/analysis