Used with Permission © 2010 Scott Stantis Chicago Tribune

? How To Sell What Your Customers Want

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“Buffett Explains Why He Paid $344 Million For 28 Newspapers, And Thinks The Industry Has A Future”

“...Charlie and I believe that papers delivering comprehensive and reliable information to tightly-bound communities and having a sensible Internet strategy will remain viable for a long time. "

What Business Are You In What Business Are You In? (write it down)

AMAZON

STARBUCKS

“THE THIRD PLACE”

APPLE

Well Even the Big Boys Don’t Get it Right the First Time “Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame bun…”

“Oh, sure, multi-billion dollar brands. I’m not one of those.”

What about Mike Holmes? 406,000 contractors in the United States 37,000 contractors in Canada. Why him?

Relationship Marketing Database Management Direct Mail Marketing Personalized URLs Telecommunications Digital Media Advertising Agency, Daytona, FL (#3) Direct Mail, Daytona, FL (#1) Digital Marketing, Daytona, FL (#1) Marketing, Daytona, FL (#5) Relationship Marketing, Daytona, FL (#1) Marketing, Daytona, FL (#2) Printers, Daytona, FL NOT LISTED

“All my friends died for their living room furniture…” Billy Wilder

What Are You to Your Community? A newspaper? A printer? A social media site? An ad agency? Other?

Who Are You to Your Community? A news source? An activity resource? A social connector? A gossip column? A what?

You Need A Plan….

“Who’s still subscribing?” “Who’s still advertising? Your Current Plan…

Your New Plan Where Are We Now? Where Are We Going? Where Could We Be Going? How Will We Get There?

The War Room “interior space” (no windows) Any size (dream big) ONE WALL: Dry erase ONE WALL: Pinup thoughts ONE WALL: Screen or AV ONE WALL: Competition TOOLS: Easel pads Hand toys Food Post-it Notes

Elements of Your Plan Business goals Objectives Vision Mission Capabilities Resources Situation analysis Business prospects Audience Brand positioning Brand scope, capabilities and limitations Competition SWOT (Strengths, Weaknesses, Opportunities, Threats) Audience + Segmentation Communication tools Strategic partners Budget Implementation plan Responsibilities and milestones Metrics and measuring success What does victory look like?

Your Guest List… Owner Publisher Editors The Heads of: Circulation Ad Sales Marketing Promotion New Media Finance Possibly some “civilians” Someone who loves your paper Someone who’s never read it. Ever. Anyone Else You Can Think Of

Uncover Compelling Insights profound understanding of customers that leads to a business idea which drives profitable growthprofound understanding of customers that leads to a business idea which drives profitable growth knowledge of customer’s “articulated” AND “unarticulated” needsknowledge of customer’s “articulated” AND “unarticulated” needs

Turn Insights into Brand Position

Determine Communication Touchpoints

Paths to Engagement #2 “How to Engage”

Tactic Wheel Touchpoints Paths to Engagement #3 “What to Engage”

PATH TO PURCHASE - AIRLINE FLIGHT Paths to Engagement #4 “When to Engage”

INFANT FORMULA INFLUENCER MAP Paths to Engagement #5 “Who to Engage”

Paths to Engagement #6 “Every Type of Engagement”

Paths to Engagement “The Collection”

“I LOVED WHAT JASON TAYLOR SAID YESTERDAY MORNING”

“OUR _______ WOULD NEVER LET US DO THAT” OWNER PUBLISHER PRESIDENT AD SALES EMPLOYEES UNION CUSTOMERS

TEN THINGS YOU CAN DO TOMORROW

1. INSTALL YOUR WAR ROOM

2. VENT SESSION

3. COMPANY-WIDE IDEAS

4. BENCHMARK IDEAS

5. INVITE ALONGS

6. TRY TO SUBSCRIBE

7. (6a) ON EVERY PLATFORM (Ask Your Teen to Try)

8. IS EVERYTHING SELLING? (Vendor Bonus) 24/7….? Cannes Lion Award-Winning "Three Little Pigs advert“"Three Little Pigs advert“ by TheGuardianTheGuardian 1,673,220 views Cannes Lion Award-Winning "Three Little Pigs advert" SUBSCRIBE:

9. COMPUTER-FREE TIME

10. HAVE FUN!

ANY QUESTIONS?

Steve Lance