Growing ad revenue

Transcript

1. 7 Ways To Grow Revenue NOW! Ryan Dohrn 360AdSales.com Ryan@BrainSwellMedia.com @RyanDohrn
2. Idea #1: Revamp your consultative sales approach to own the digital sale. @RyanDohrn – www.360AdSales.com
3. 89% of buyers said they would rather go to the dentist than sit through a needs assessment. Source: BSM, 2016, Millennial Media Buyer Study
4. Asking for a budget means you are matching your media to their idea of what it might mean to market their brand.
5. Mr. Advertiser, do you want to be…. Present Competitive or Dominant?
6. Marketing Partnership Proposal Main Street Manufacturing Executive Overview: The goal of this marketing campaign is to place the Main Street brand and spring offer in front of 35,000 perfect buyers in the next 30 days with a focus on affordable and proven media. Option #1: DOMINANT EXPOSURE PLAN. - ¾ page color ad weekly in the Taylorville Times. Ad created free of charge. Section: Metro. - Large top banner ad (728x90) on TaylorvilleTimes.com for one month. - One inclusion in the T-Times News eNews sent to 5,700 readers - 4 text mentions on the Taylorville Times Facebook® feed - Total Value, $2400 - MULTI-MEDIA DISCOUNT = - $500 - Actual Cost , $1900 / month* Option #2: COMPETITIVE BUSINESS PLAN. - ½ page color ad weekly in the Taylorville Times. Ad created free of charge. Section: Metro. - Large right banner ad (320x250) on TaylorvilleTimes.com for one month - One inclusion in the T-Times eNews sent to 5,700 readers - 2 text mentions on the Taylorville Times Facebook® feed - Total Value, $2000 - MULTI-MEDIA DISCOUNT = - $300 - Actual Cost , $1700 / month* Option #3: BASIC PRESENCE MARKETING PLAN. - ½ page color ad weekly in the Taylorville Times. Ad created free of charge. Section: Metro. - Large right banner ad (320x250) on TaylorvilleTimes.com for one month - Total Value, $1800 - MULTI-MEDIA DISCOUNT = - $200 - Actual Cost , $1600 / month* *IMPORTANT: Run 2X additional 5% discount. Run 3X -10%. Run 6X -15%.
7. Typical Sales Call… 1. Meet and greet. Truly mostly BS. 2. Identify client goals. You ask they tell. Typical answers. 3. Gather info to create your proposal. 4. Look through the media kit. Handle objections. I have no money , blah blah blah. 5. Close. How about a proposal? @RyanDohrn – www.360AdSales.com
8. Revised Sales Call… 1. Meet and greet. Build trust fast. Cut to the chase? 2. Share success stories to prime the conversation and beat objections. 3. What do you think? SHUT UP! 4. Do you want to be competitive, present or dominant in this market? 5. Present your ideas to match #4. 6. Handle last objections. 7. Close. @RyanDohrn – www.360AdSales.com
9. Idea #2: Always sell using competitive angles and/or intelligence. @RyanDohrn – www.360AdSales.com
11. Advertiser in another pub. Competitor #1 Competitor #2 Competitor #3 @RyanDohrn – www.360AdSales.com
12. Idea #3: Understand and explain the consumer buying cycle. @RyanDohrn – www.360AdSales.com
13. All advertisers want to run an ad and then get an immediate response. @RyanDohrn – www.360AdSales.com
14. Timothy Smith featured this insight in his book Successful Advertising… @RyanDohrn – www.360AdSales.com
15. The 1st time people look at ad, they don’t see it. The 2nd time, they don’t notice it. The 3rd time, they are aware that it is there. The 4th time, they have a fleeting sense that they’ve seen it before. The 5th time, they actually read the ad. The 6th time, they thumb their nose at it. The 7th time, they get a little irritated with it. The 8th time, they think, “Here’s that confounded ad again.” The 9th time, they wonder if they’re missing out on something. The 10th time, they ask their friends or neighbors if they’ve tried it. The 11th time, they wonder how the company is paying for all these ads. The 12th time, they start to think that it must be a good product. The 13th time, they start to feel the product has value. The 14th time, they start to feel like they’ve wanted a product like this for a long time. The 15th time, they start to yearn for it because they can’t afford to buy it. The 16th time, they accept the fact that they will buy it sometime in the future. The 17th time, they make a commitment to buy the product. The 18th time, they curse their poverty because they can’t buy this terrific product. The 19th time, they count their money very carefully. The 20th time prospects see the ad, they buy what it is offering.
16. Timothy Smith featured this insight in his book Successful Advertising in what year? @RyanDohrn – www.360AdSales.com
17. Timothy Smith featured this insight in his book Successful Advertising in what year? 1885 @RyanDohrn – www.360AdSales.com
18. Awareness Ads Need? Purchase Buying Cycle Personal Consideration Social Influence Yes No Doubt/Validation Social Ad Campaign Print Ad Campaign Event eNewsletter @RyanDohrn – www.360AdSales.com
19. Awareness Ads Need? Purchase Buying Cycle Personal Consideration Social Influence Yes No Doubt/Validation Social Ad Campaign Print Ad Campaign Event eNewsletter @RyanDohrn – www.360AdSales.com
20. Idea #4: Launch Sponsored /Paid Content Programs @RyanDohrn – www.360AdSales.com
21. Business People Profiles An article series Faces Profiles Company Profiles @RyanDohrn – www.360AdSales.com
22. A three part series on kids health, sponsored by Pediatric Associates. @RyanDohrn – www.360AdSales.com
23. A three part series on trails to hike and bike, sponsored by ABC Bikes. @RyanDohrn – www.360AdSales.com
24. Idea #5: Truly and deeply understand your competition. @RyanDohrn – www.360AdSales.com
25. Idea #5: Know your enemy inside and out.
26. Audience Profiles Cyber vs. Fiber Rates Good vs. Bad @RyanDohrn – www.360AdSales.com
27. Idea #6: Branding via print drives ROI!. @RyanDohrn – www.360AdSales.com
28. Preach the “Familiar Factor”. @RyanDohrn – www.360AdSales.com
29. Sixty percent of global consumers with Internet access prefer to buy new products from a familiar brand. @RyanDohrn – www.360AdSales.com Source: Nielsen
30. Print readers are #1 as it relates to driving searches online. @RyanDohrn – www.360AdSales.com Source: Magazine.org/factbook
31. Idea #7: Going direct to consumers is intrusive. @RyanDohrn – www.360AdSales.com
32. Less than 57% of consumers trust email that they signed up for. @RyanDohrn – www.360AdSales.com Source: Nielsen Brand Trust Study
33. We are permission based marketers. Our readers pay or pick up our magazine or newspaper knowing full well that we will be showing them ads. @RyanDohrn – www.360AdSales.com
34. For more than 50 years we have invested millions of dollars to create an audience that is willing to accept your ad as a part of the total story. @RyanDohrn – www.360AdSales.com
35. Social media is intrusion or interruptive based marketing. These ads are seen as an annoyance. @RyanDohrn – www.360AdSales.com
37. Selling Traditional Media to Haters! Ryan Dohrn 360AdSales.com Ryan@BrainSwellMedia.com @RyanDohrn
38. 7 Ways To Grow Revenue NOW! Ryan Dohrn 360AdSales.com Ryan@BrainSwellMedia.com @RyanDohrn