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presentation for BPC

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presentation for BPC

  1. 1. Increasing Digital Revenue <br />Patrick Mersinger <br />SR. Director of Interactive <br />Creative Loafing <br />
  2. 2. Digital Valuation – Revenue Growth<br />Where we were, Where we are, Where we are going<br /><ul><li>August 2007 Creative Loafing, Chicago Reader, Straight Dope and Washington City Paper combined did under $300,000 in total local digital display.
  3. 3. Top Digital Seller in 2007 did $7,773 (House)
  4. 4. August 2008 we were on track to do $1.5 Million for fiscal
  5. 5. The goal for August 2009 was to be on track to do over $3 Million in online sales for the fiscal
  6. 6. Top Digital Seller in 2009 was $177,902
  7. 7. March of 2009 we had a 100% of reps sold a digital display pkg
  8. 8. This is not our classifieds, or other digital initiatives</li></li></ul><li>WCP<br />
  9. 9. Today’s Presentation<br />What were my first steps to assess CL obstacles <br />What did we do to help spark revenue growth?<br />What do you have to do to help spark your revenue growth?<br />Actionable items for you to do after this conference<br />
  10. 10. How I See Advertising <br />Your Advertisers <br />Your Company<br />Your Product<br />Your Audience <br />
  11. 11. How I See Advertising <br />Your Advertisers <br />Your Company<br />Your Product<br />Your Audience <br />
  12. 12. How I See Advertising <br />Your Advertisers <br />Your Company<br />Your Product<br />Your Audience <br />
  13. 13. How I See Advertising <br />Your Product is Content <br />Your <br />Distribution<br />Your Audience is fragmented <br />Your Company<br />
  14. 14. How I See Advertising <br />Your Fragmented Audience<br />Led to Fragmented Local Advertising <br />So this <br />This <br />Became <br />
  15. 15. How I See Advertising <br />What we are really talking about is aggregating our own audience and re-selling that to the advertiser <br />Bundling <br />This is how you are training your advertisers <br />
  16. 16. Starting Your Transition<br />First thing: call and try to buy digital from your staff <br />Assess the level of COMFORT the Publisher, Ad Director, Operations, Editors, Ad Coordinators and Sales have talking about digital<br />Watch how you sell your current product<br />Meet with the clients <br />
  17. 17. The Key to Digital Revenue<br />Comfort – Keep Pushing<br />Internal Communications and Actions <br />Publishers<br />Editors <br />Operations<br />Ad Directors <br />Sales<br />Clients<br />
  18. 18. Publishers<br />Publishers set the tempo and the culture at the Publication, therefore, if they are not talking digital, if they are not acting digital and if they are not making it a priority, Party is Over. <br />What CL Did:<br />Setting up relationships with them to know they have a resource. <br />Give them reports<br />
  19. 19. Publisher Report<br />
  20. 20. Editors <br />Take away the Hall Pass<br />They are responsible for your audience <br />Customers buy audience<br />What CL Did:<br />Erik Wemple – One Month <br />Make them accountable to digital content quotas <br />
  21. 21. Operations <br />They are as uncomfortable as anyone<br />What CL Did: <br />We implemented a special training just for them <br />Open up lines of communication for questions<br />They could not say NO to sales until checking with Jim or Me<br />
  22. 22. Ad Directors <br />They HAVE to be comfortable selling digital<br />They do four legged sales calls<br />They are the first level between sales and the clients to the organization<br />What CL Did:<br />They have to believe in the initiative<br />They have to be trained separate from the Sales <br />Set up peer groups and what is work and not working<br />
  23. 23. Sales Rep<br />I asked each rep why they did not sell digital, most popular answers:<br />I am not sure if my ad is running or what is available<br />I am not trained in selling digital, therefore, have very little knowledge of the vocabulary I hear<br />I am unsure how it works for clients<br />I cannot make enough money selling it <br />
  24. 24. Sales Rep<br />I am not sure if my ad is running or what is available<br />We implemented Double Click and set up a series of daily reports<br />Available inventory<br />Client run list<br />We created bundle packages with a rate card<br />Zoned Content area packages in familiar sections<br />
  25. 25. Sales Rep<br />I am not trained in selling digital, therefore, have very little knowledge of the vocabulary I hear<br />We setup 100, 300 and 500 round of sales training<br />Setup a weekly digital meeting <br />We gave them tests on the basics, CPM, CTR, Impressions <br />
  26. 26. Sales Rep<br />I cannot make enough money selling it<br />This is true based on the size and rate<br />We bundled it to increase the amount of total sales<br />Moved the commission to a higher rate for a year<br />Tied it into their goals <br />Reinforced that we were building a skill set for the future <br />
  27. 27. Sales Rep<br />I am unsure how it works for clients<br />You cannot expect a rep who has been told print is the best of the best to pick up another marketing tool and run. Be Patient, but persistent<br />We created verticals of clients who already buy digital <br />We gave them site analytics <br />Also, flat out ask where do they find their information <br />
  28. 28. Clients<br /><ul><li>You are going to educate clients
  29. 29. If you are not selling them digital, someone is, and when they are ready to buy, you will not get that call
  30. 30. Some clients are not going to do it, and shouldn’t
  31. 31. Find out about their current digital budget, you may be surprised </li></li></ul><li>Monday <br /><ul><li>You are not going to reinvent your organization on Monday, take small steps
  32. 32. Information/Communication Channels</li></ul>Analytic reports/Content Growth<br />Ad serving reports/Running Clients<br />Digital Sales reports/Growing Revenue<br /><ul><li>Training – Start with basics
  33. 33. Meetings – Weekly/Test
  34. 34. Bundle Packages
  35. 35. Client list – Pick a vertical </li></li></ul><li>Questions?<br />patmersinger@gmail.com<br />

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