Presentation on theme: "Convergence Selling Or… “How to use your web assets to increase client sales” Dave Shapiro Presented to:"— Presentation transcript:
Convergence Selling Or… “How to use your web assets to increase client sales” Dave Shapiro Presented to:
Noll: The Company We Keep
Who is Dave? Why should I care? In the past two years… –Radio, TV stations, clusters & associations –DR, Brand advertisers, agencies, small- biz –Stand alone sites, networks, such as: –Ask Jeeves, Snowbomb, Aptimus, Openroad, Jeteye, ileonardo, Rocket Fuel, Print2Click, and more…
Today, you’ll learn: How to migrate from being a broadcast rep … –To being a marketing partner How to move from “ selling ” to consultative selling by … Increasing your knowledge / confidence Leaving here with immediate action steps
Housekeeping, Rules! Jam through, ok!? Have fun! Participate, Q&A! –No ‘ rolling the eyes ’ (varying degree of expertise here!) Interactive WORKSHOP (see workbook): –Commit to writing –Future reference guide
Agenda The Internet: Broad Overview- ” It ” works too! –Industry knowledge … Take My Quiz!! “ Sell our Website(s)! ” –S.W.O.T. –Client expectations & Top Tips Review: “ My station: It works ” –Tried ‘ n True –Supportive Research, Prospecting Assorted Goodies … –Trends, Case-Studies, Q&A …
The Digital World Today As YOU see it; enthusiasm is contagious! List three Internet Industry news and/or current events: Topical, Interesting, Relatable Group Exercise- Workbook page 3
The Digital World Today As YOU see it; enthusiasm is contagious! Make it your business to stay current –Read Tech News every day –Subscribe to industry pubs –Digest news “headlines” RSS feeds There’s no excuse for ignorance
A word on ‘the economy’: We’ve been here before! Tips in this “Downtime Economy” –Launch, or refine your media properties –Promos! AAdvantage frequent-flyers programs, auto ‘rebates’ –Sell something adjacent (brand extension) Instead of selling cars, sell parts & service
Web 2.0 CONVERGENCE! –Mark Cuban ’ s IPTV: Personalized TV delivered over the Net –NBCUniversal/News Corp: Hulu.com –Personalization: Mash-ups, Apps, Pull vs Push … –Socialization: ‘ Sharing ’ YouTube … Privacy vs. Targeting (NebuAd/Facebook debacle) Innovation -- especially now! –Technology, Creativity
Can you solve this puzzle? S __ __ __ K __ N G __ __ N K
Consumer Internet Access Source: eMarketer: Historical data from U.S. Census Broadband 154MMDial-Up 35MM Not Online 102MM 55% 13% 32%
Top activities of Internet users News, current events 3. Made a purchase 4. Paid bills 5. IM 6. Research Financial info 7. Seek Sports news/info 8. Played Games, entered contests! 9. Travel Planning (personal/business) 10. Medical Info Source: Mediamark Research (MRI) 2007
Top 5 multi-tasking activities while online 1. Watching TV 2. Reading the mail 3. Listen to the radio 4. Read newspapers 5. Read magazines Source: Advertising Age, 2007
“America Voted!” “… our buy-of all available banner inventory on ClearChannel Radio Station websites to promote the premier of American Idol-serves to confirm our belief that we need to follow consumers across all media; the radio websites help support and supplement our reach with the terrestrial stations ” Kay Bentley, SVP Marketing Fox Broadcasting Jan ‘08
Type of video viewed $50 Billion UGC Video Games SportsMusicJokes/ Bloopers TV Shows /Clips / Excerpts WeatherMovie Previews News Stories Source: Mediamark Research (MRI) % 6% 7% 11% 12% 13% 14% 18%
Web user summary: –Interactive / Transactional –Entertaining/ Educational/Informational –Research Recommendations/Reviews/Alerts Collaboration/Conversational
Online Ad Growth: It Works (This ‘ol Adage Applies: Advertisers Follow the Audience) Source: E Marketer, Feb 2008 $13B $16B $21B $24B $28B $32B
Online ad buying by format $50 Billion Blogs /Pods Newsltr / GamesMobileClassifiedVideoDisplaySearch 2% 4% 5% 15% 20% 30% Lead Gen. Search = $8B; ~90% are locally oriented Local spending = $15B
“It” (The ‘Net) Works! Advertisers really believe in this medium! –Spending from $900MM to over $23B in last 10 years: +2,400%* Local spending up BIG!! Now surpasses: –Radio, Yellow Pages combined spending –Magazine, OOH combined spending … Exceeding 10% of overall spend in the near future, as advertisers continue to shift $$$ *Source: Ad Age Data Center, Sept ‘08
Test Your Knowledge Workbook pages 4 - 7
Workbook Page 4 Answers 1. Sometimes
When an Ad Imp = Page View One ad on this page
Ad Impressions/Page: Cluttered? Flash Banner (88 x 31) Interactive Widget Tower/ Skyscraper (120 x 600) 1/2 Leaderboard (364 x 45)
Workbook Answers (cont’d) 2. ACC 3. PI = Per Inquiry CPC = Cost per Click CPM = Cost per Thousand CPA = Cost per Action / Acquisition CPL = Cost per Lead CPE = Cost per Engagement 4. True 5. Pixel: Picture Element: smallest unit of a picture, used as dimension for ad unit
Workbook Answers (cont’d) 6. Pixel: Used to track user behavior 7. Adserving and campaign management 8. Internet Protocol. Address used for locating or tracking user based on PC hardware access point. 9. User-Generated-Content 10. D 11. Both … “ mostly ” A BONUS: Should be your own stations website 12. False. Inventory = Ad imps x page views
Workbook Answers (cont’d) 13. Unique visitors: unduplicated audience counted only “once”; based on an IP address 14. All found success by going direct online, bypassing current distribution channels. 15. Wrap-Around: combined top banner with side tower/skyscraper. Over-Lay: Less “intrusive/interruptive” messaging served “over” video unit. 16. Print 1; Direct Mail 2; Yellow Pages 3; TV 4; Radio True Bonus #2: False, but good idea!
Workbook Page 7 Answers 18. Web 2.0: Social Networking, Online-Community; based on the idea of “ Six Degrees of Separation ” such as Facebook, Flickr, LinkedIn 19. Same as above. 20. Eyeblaster 21. ROAS: Return-On-Ad-Spend per dollar invested ROI: Results achieved against objectives 22. a) $12 CPM b) 2.5MM c)$2, Widget: Application that sits on a website w/interactive features, usually added to social-networking profiles (e.g. rockyou.com slide show app for personal photo shows)
L.E.G.I.T. Lingo to Educate you on the Glossary of Internet Terms Appendix: Dave’s TOP 10 Not necessarily covered by our Quiz: 1.Content Integration6. Polite banner 2.Conversion Rate7. I.A.B. 3.Deep-Linking8. User (browser) 4.Re-Targeting9. Pacing 5.Optimization10. Roadblock
S.W.O.T. Another Tip: Know your product AND your competition Strengths Weaknesses Opportunities Threats Workbook page 8
Strengths Personal Relationships, Prospecting Skills! Trust, consideration, loyalty: Customer Service from YOU Brand –Credibility, stability, resources Leverage and utilize Station –Traffic-driver, exposure, X-Promo Opps –Local
Sales 101! Enthusiasm! Media, Advertising! –Handling Objections –Perseverance, ‘It’s a numbers game’… Passion –Willing to learn, product knowledge Empathy –Asking questions, understanding –Communicate value
Supportive Rationale Lead with and leverage broadcast: 83% of respondents to a recent survey indicated they ’ d visit a website after seeing the link during a TV commercial; 65% from a radio ad -- ThirdAge/JWT Boom Survey, 2007 “ The public perceives broadcast advertising as the most influential, authoritative, exciting, and persuasive ” --Tvb.org 78% of employees now watch online video ’ s while at work -- ABC TV 20/20, 2007 Establish credibility via broadcast campaign, while driving “ measured ” traffic to your website -- ThirdAge/JWT Study, 2006
“This just in” According to new MS&L study, some 84% of digital influencers go online to find out more about something only after first reading about it in magazines and newspapers or hearing about it on TV or the radio. »Adage.com, Dec ‘08
Perfect Combo: Building your client’s business Generate AwarenessEngage / Involve Develop InterestEnables Transaction Gain FamiliarityOngoing Dialogue Build brand credibility Customer Relationship BroadcastWebsite(s)
Weaknesses Decision-maker/Buyer: Are they up to speed? Content differentiation Ad Ops/Technology: –UE/Functionality, engagement –Targeting capabilities Yestimonials –Case studies, success stories Criticism from new media pundits-attacking “ Old Media ” –“ One-Way Shovel-ware ” vs “ Conversation & Tools to help get things done ” Audience –Local, limited inventory hence: rev potential?
Opportunities Growing buyer (decision-maker) acceptance and understanding … “ We know we need to start somehow ” Local Online Spending: up 50%!! – Borrell Assoc. AdOps: Station site capabilities are evolving - “ coming in ‘ 09 ” ; a little ‘ rich media ’ will go a long way! (DCLK study) Resources (in some cases) to build, grow, and leverage strengths: –Partnerships waiting to happen
Threats Digital Ad Networks –Targeted inventory at “low-low” prices! –Tribal Fusion, Value-Click, Broadband Enterprises Newspaper, Cable, Mag Sites & Joint Ventures –QuadrantONE, CBS local, Canoe, Yahoo! Texterity Rep, Publisher Networks –Digerati, MediaSpan, Centro (agencies) Local Search, Site & Portal Options –CPC, Top Branded Placements, Contextual Channel Targeting –Yodle.com, Craigslist, zvents.com, YP.com, SuperPages, CitySearch, etc…etc…
Thestate.com Local tie-in attracts local readers
Top Ad Networks Ran k SiteUniques% Reach 1Advertising.com150M85% 2ValueClick129M73% 3Casale113M64% 4Tribal Fusion112M63% 5Vendare/TMP104M59% 6Blue Lithium92M52% 7DRIVEpm92M52% 8Specific Media91M52% 924/7 Real Media90M51% 10Precision Click76M43% 11AdBrite/Adify * Rocket Fuel!!50M30%
A “Giant Baseball Mitt” for raw and summary data Agnostic to the type of data Focus is on correlations of any data to advertising response Massive data -> scalable audiences 43 FordAd32 CTR is.18% Yahoo! Autos FP CTR is.5% Cookie A382Q Clicked Ad828 Facebook 10-11pm CTR is 1.7x base All data is good Raining in next 3 days
nn Next Gen Targeting: Audiences Designed for Your needs One Size doesn’t fit all Precise models “this user should like a specific credit card offer” “ should work better on page943 in the afternoon” Automated model creation – no guessing required!
Introducing QuadrantONE “ Unlike Google, AOL and other Web sites, newspaper sites haven ’ t been able to supply the metrics and sophisticated tools that advertisers are now looking for, until now. ” Ken Doctor, Research Analyst Newspaper solution: “‘ The network effect ’ by aggregating content from Hearst, New York Times Co, Tribune and Gannett. ” Dana Hayes, SVP, Tribune Interactive
Reps/Media Network Enables local media companies to create, deliver and monetize content and advertising across traditional and digital platforms. Automating the process of creating, buying, and placing TV spots for local and national advertisers. Video ad network for online communities.
Magazine Migration Case-Study: Spin Magazine “ The tracking and reporting data I can now observe is unbelievable ” Tom Hartle, Publisher Spin Magazine
Consultative Resource Ask these questions, be prepared to answer these… Workbook page 9 -11
Become a true Marketing Partner! Consultative Approach: Ask the right questions –What ’ s worked in the past? What hasn ’ t? Sites? Placements? Other Targeting? Time of day? Zip Codes? Etc … What do you consider a success? Be able to answer key questions: Which adserving technology do you use? How can I target my message? How do you drive/build traffic to your site?
No Substitute for Good Follow-Up Clients respect Reps who ask: –“ How successful was the campaign? ” –“ Did we meet your objectives? ” As measured or defined by specific performance, results –“ What could we have done differently? Or better?
Prospecting & Qualifying Workbook
Efficient prospecting: Ya Think?
Effective Selling! Top Tips for Success! As described by Marketers: Online buyers, direct, agency, business owners
#1: Industry Knowledge, “ABC’s” Communicate effectively: Provide supportive data, site ‘metrics’ and case studies Don’t know; B.S.
Your ABC’s –Ad Serving –Benefits –Cost
A: Advertising Operations Dynamic vs. Static Delivery –Broadcast = Fixed and Pre-scheduled –Online = Estimated on historical traffic and fluid Browser: Users/Visitors/Audience = PV ’ s = Imps = defines your available ‘ Inventory ’ ‘ Inventory ’ surges on news/events (cnn/tmz.com) Ad Server (Propriety/3 rd Party) –Manages inventory, scheduling, targeting, serving, tracking, optimizing, reporting, etc. –“ Data is the New Creative ” David Verklin, Former CEO, Aegis America
B: Benefits… = Value The Internet M-E-A-T!! Advertisers will continue to shift $$ because: –Measurable, Quantifiable-see texterity.com for Mags –Engagement, Interactive (with their product/service) –Actionable, Transactional –Target-ability
Benefits: Supportive tidbits… “ The more engaging the environment, the more likely an advertisers ’ message will get noticed. ” –Darian Heyman, Founder Beyond Interactive, 1998 “ Internet marketing works because it offers performance ‘ feedback ’ while delivering measurable, quantifiable data. ” –Dean DeBiase, CEO Fathom Online/SEO Digital Marketing, 2007
Higher Learning Sources/Resources: –eMarketer, netlingo.com, google –IAB.net –AdAge.com: e-Newsletters/blogs: –MediaPost –Clickz Good Reads: –“ The Long Tail: Why the Future of Business is Selling Less to More ”, Chris Anderson, Wired Magazine Editor –“ Watch This. Listen Up. Click Here. ” David Verklin, CEO, Aegis Americas
C: COST: CPW: CPM/CPA/CPC/CPL/CPE/Rev-Share Superior Targeting Capabilities Benefits: Established, Perceived Value Supply & Demand ( ‘ fair rates ’ vs ‘ value-add ’ ) Do the math! Quantify vs. ‘ Flat Fee ’ Various Pricing Terms, Factors
More Pricing Considerations 1. Use facts, rationale to support your pitch 2. Focus on site uniqueness 3. Keep content current and relevant 4. Use appropriate and ‘ best ’ advertisers to build and stimulate demand Q: Is YOUR site a place where you can impact your client’s business!?
#2: Price Sensitivity Test budget; Minimize ‘Risk’ and pricing terms? Perishable: CPW Overly expensive submission
#3: Performance and Results Establish value by defining, quantifying your online audience Flat ‘monthly' fee; with no or low perceived value
Online Media Kits Very few stations feature a media “kit” for their online assets (formal benefits package): A typical station “kit” might suggest: Customized on-air/online packages Local reach with on-air/site promotion Association with highly trusted local brand Reaching your target audience 24/7 Building user database through registration Reaching "at work audience" Flexibility in delivering your ad campaign
Online Media Kits (cont’d) –Exclusivity by category –Integrated content sponsorships –Integrated content targeting weather, sports, health and more. –Targeted opt-in campaigns (Text and HTML) –Streaming video sponsorships –Delivery to wireless devices –Contest driven promotions –On-air support driving traffic to your content
Post your site visitor profile 54% Female / 46% Male 70% HHI $75k+ 94% Shopped online in past 30 days 81% College Educated 72 % Married 43% 1+ children in HH 81% own a residence Be sure to include Source of data
#4: Bring New Ideas; Drivers! Inventive, creative, customized, exclusive & most of all: LEVERAGE! Same pitch, different day
Dave’s Killer Bread: Integrated Campaign Summary Station produced 3 min video-cast Created ‘ Client of the Week ’ Feature & Channel on Station Website … fixed position! Supported spot schedule with :10 tags (web-drivers) and 30x/wk on-air promos (awareness/traffic) Results: Sales +400%, Local TV Coverage
Dave’s Killer Bread
Engaging with community List of local winners gives legitimacy to promotion and connects station to listeners
Demonstration of new ad formats: Flash demo: Shows the steps for using Vongo Lead form: collects data for Vongo to follow up with interested consumers later. Complex, Multi-purpose Ad Video: Their commercial gives the consumer more information on this new product.
Capture leads for your clients Exclusive, unique and data collection: all in one!
#5: Accuracy in Numbers Realistic (even conservative) about inventory Overly aggressive with avails
Station Package: Pitching By the Numbers 20,000 impressions/month (even distribution) generated from: o:15-second audio or video pre-roll oA combination of leaderboard, skyscraper and cube advertisements…exclusive, fixed positions on our Local Sports pages… oIn-stream commercial ad insertion (accompanied by a synchronized, linked banner in the player while they play. These ads can be static, animated gif or flash) 800,000 Drive time impressions/month generated from on-air full : 10-second commercial messages (5X :10’s per week M-F 5AM - 7PM). 3 month total impressions delivered: 3,660,000 3 month net investment: $x CPM: $x
Page Take-Over: Package Your Station Logo Here Sponsor SponsorSponsor 728 X 90 LEADERBOARD 160 X 600 WIDE SKYSCRAPER 300 X 250 MID-REC
Home Stretch: Immediate Impact! Broadcast + Web: A Natural Combo –Workbook Pages Supportive Research –eMarketer, Pew, Forrester Building YOUR story, YOUR PLAN! –Customized for your clients! –Testimonials, case-studies
Workbook Appendix Internet Jargon Supportive Research Integration: Consumer Buying-Cycle RFP Samples »Workbook Pages 16-21
You’ve Been a Wonderful Audience! Final Q & A Evaluation
Thank Each And Everyone of You! Steve Martin, 1975 Dave Shapiro (415)