Transcript Convergence Selling: Presentation and Discussion

Convergence Selling
Or…
“How to use your web assets
to increase client sales”
Presented to:
Dave Shapiro
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, smallbiz
– 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
Broadband 154MM
Dial-Up 35MM
13%
32%
55%
Not Online 102MM
Source: eMarketer: Historical data from U.S. Census
Top activities of Internet users
e-mail
2. News, current events
Source: Mediamark
Research (MRI) 2007
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
1.
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
Source: Mediamark
Research (MRI) 2007
18%
12%
11%
6%
UGC
14%
14%
7%
$50 Billion
5%
Video
Games
13%
Sports
Music
Jokes/ TV Shows Weather Movie
Bloopers /Clips /
Previews
Excerpts
News
Stories
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)
$32B
$28B
$24B
$21B
$13B
2005
$16B
2006
2007
2008
Source: E Marketer, Feb 2008
2009
2010
Online ad buying by format
30%
Search = $8B; ~90% are locally oriented
Local spending = $15B
20%
15%
2%
Blogs
/Pods
4%
4%
Newsltr Games
/ Email
15%
5%
5% $50 Billion
Mobile
Lead Classified Video
Gen.
Display Search
“It” (The ‘Net) Works!

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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?
1/2 Leaderboard
(364 x 45)
Interactive
Widget
Flash Banner
(88 x 31)
Tower/ Skyscraper
(120 x 600)
Workbook Answers (cont’d)
2.
3.
4.
5.
ACC
PI = Per Inquiry
CPC = Cost per Click
CPM = Cost per Thousand
CPA = Cost per Action / Acquisition
CPL = Cost per Lead
CPE = Cost per Engagement
True
Pixel: Picture Element: smallest unit of a picture,
used as dimension for ad unit
Workbook Answers (cont’d)
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
6.
Workbook Answers (cont’d)
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 5
17. True
Bonus #2: False, but good idea!
13.
Workbook Page 7 Answers
18.
19.
20.
21.
22.
23.
Web 2.0: Social Networking, Online-Community; based on
the idea of “Six Degrees of Separation”such as Facebook,
Flickr, LinkedIn
Same as above.
Eyeblaster
ROAS: Return-On-Ad-Spend per dollar invested

ROI: Results achieved against objectives
a) $12 CPM
b) 2.5MM
c)$2,500
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.
2.
3.
4.
5.
Content Integration
Conversion Rate
Deep-Linking
Re-Targeting
Optimization
6. Polite banner
7. I.A.B.
8. User (browser)
9. Pacing
10. Roadblock
S.W.O.T.
Another Tip: Know your product AND your competition

Strengths

Weaknesses

Opportunities

Threats
Workbook page 8
Strengths
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
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!

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
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
Broadcast Website(s)
Build brand Customer
credibility Relationship
Gain Familiarity Ongoing Dialogue
Develop Interest Enables Transaction
Generate Awareness Engage / Involve
Weaknesses
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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
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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
Site
Uniques
% Reach
1
Advertising.com
150M
85%
2
ValueClick
129M
73%
3
Casale
113M
64%
4
Tribal Fusion
112M
63%
5
Vendare/TMP
104M
59%
6
Blue Lithium
92M
52%
7
DRIVEpm
92M
52%
8
Specific Media
91M
52%
9
24/7 Real Media
90M
51%
10
Precision Click
76M
43%
11
AdBrite/Adify * Rocket Fuel!!
50M
30%
All data is good
• 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
Yahoo!
Autos FP
CTR is .5%
FordAd32
CTR is
.18%
Facebook
10-11pm
CTR is
1.7x base
Cookie
A382Q
Clicked
Ad828
Raining
in 94025
next 3 days
43
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!
nn
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 12 - 13
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”
Don’t know; B.S.
Communicate effectively:
Provide supportive data,
site ‘metrics’ and case
studies
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/3rd 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:
http://adage.com/images/random/digitalfactpack2007.pdf

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:
Various Pricing Terms, Factors

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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’
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
Overly expensive submission
Test budget; Minimize
‘Risk’ and pricing
terms? Perishable: CPW
#3: Performance and Results
Flat ‘monthly' fee; with
no or low perceived
value
Establish value by defining,
quantifying your online audience
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 email 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!
Same pitch, different day
Inventive, creative,
customized, exclusive & most
of all: LEVERAGE!
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
Complex, Multi-purpose Ad
Demonstration of new ad formats:
Video: Their
commercial gives the
consumer more
information on this
new product.
Flash demo:
Shows the steps
for using Vongo
Lead form:
collects data for
Vongo to follow
up with
interested
consumers later.
Capture leads for your clients
Exclusive,
unique
and data
collection:
all in one!
#5: Accuracy in Numbers
Overly aggressive
with avails
Realistic (even conservative)
about inventory
Station Package:
Pitching By the Numbers
20,000 impressions/month (even distribution) generated from:
o :15-second audio or video pre-roll
o A combination of leaderboard, skyscraper and cube
advertisements…exclusive, fixed positions on our Local Sports
pages…
o In-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
300 X 250 MID-REC
Sponsor
728 X 90
LEADERBOARD
S
p
o
n
s
o
r
160 X 600
WIDE
SKYSCRAPER
Home Stretch: Immediate Impact!



Broadcast + Web: A Natural Combo
– Workbook Pages 14-15
Supportive Research
– eMarketer, Pew, Forrester
Building YOUR story, YOUR PLAN!
– Customized for your clients!
– Testimonials, case-studies
Workbook Appendix
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
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
[email protected]
(415) 609-8911