Coming out of the challenges of last year, 2021 is poised to see the largest increase in advertising budgets ever. And promotions will be leading the charge. Your sales reps need to be talking to advertisers to plan their ad spend right now. Find out what to say – and how to say it – to make sure your media company is fully prepared to grab big dollars during the brewing promotions explosion!
2. First things first…
Liz Huff
Director of Customer Success
at Upland Second Street
lhuff@uplandsoftware.com
Julie Foley
Sr. Customer Success Manager
at Upland Second Street
jfoley@uplandsoftware.com
Gordon Borrell
CEO at Borrell Associates
22. The Story
Of 2021
Ø Preparing to spend a lot more
Ø But cautious about 2021
Ø Getting smarter about marketing
Ø Reducing media partnerships
Ø Highly likely to be influenced right now
Ø Highly interested in content marketing
Ø Focused on email marketing
Local Ad Buyers are . . .
23. The Story
Of 2021
Ø Preparing to spend a lot more
*2020 survey was postponed until late fall, so “increase” pertained to coming year, not current year.
27. Need Proof? “Thinking about Q1 2021, where would you say your company falls in
terms of how firm or flexible your plans are for marketing/advertising?”
3 in 4 Ad Plans
Are Flexible
Source: December 2020 Borrell SMB Panel Survey, n=236
As pandemic subsides and
time progresses,
this number will plummet
Ø Highly likely to be influenced right now
28. 64%
1%
6%
29%
40%
3%
24%
33%
More
Less
Dont
know
No
change
Currently using Content Mktg
28
Content
Marketing
2021 ‘Breakout’
Google “The Branded
Content Project” for more
resources
= High Growth
Expectations
Source: Borrell’s October 2020 SMB Panel; N=221
Source: Borrell’s October 2020 SMB Panel; N=221
ØHighly interested in Content Marketing
SMBs Planned Use of Content Marketing in 2021
29. Expect Greater
Focus on Email
Marketing Among 2,262 local SMBS surveyed in
late 2020:
• 36% said email marketing
grew more effective in 2020
• They spent, on average, $19,213 on
email marketing
• They planned to increase spending
on email 19% in 2021.
Source: Borrell’s Sept-Nov. 2020 survey of 2,262 local advertisers
Ø Focused on email marketing
47. Tomorrow March
2nd at 11:00 am CT
How to Ensure
Maximum Success
from Recurring
Revenue Campaigns
48. Tomorrow March
2nd at 1:00 pm CT
Fine Tune Your Best Of
Strategy to Maximize
Revenue & Engagement
49. Thank You!
Liz Huff
Director of Customer Success
at Upland Second Street
lhuff@uplandsoftware.com
Julie Foley
Sr. Customer Success Manager
at Upland Second Street
jfoley@uplandsoftware.com
Gordon Borrell
CEO at Borrell Associates