helping media companies maximize revenue through effective sales of their multimedia assets

Posts from 2015-01-05

Are you fully utilizing social media for your company and your clients?

A recent article on the inma audience blog talks about going beyond just posting links to your content to fully ultilizing the power of each major social media platform.

It's time to pay special attention to YouTube, the video phenomenon that has virtually stolen a generation of viewers from traditional media companies.  YouTube now reaches more 18-34 year olds than any cable network!

You can read the full inma article here:  http://tinyurl.com/nyvmsgd

In 2014, we saw a few clients actively building YouTube channels for local businesses, and working to understand what drives interest on YouTube.

We also saw local newspapers leveraging the asset of their Facebook presence to help local businesses drive new business via Facebook.  Those early efforts have now taken on great significance.  One of the big issues in local marketing going forward will be reacting effectively to new Facebook policies that have virtually walled off local businesses from the audiences they worked to create over the past few years!

We have the answers to that challenge and more.  Give us a call if you want to position your media company as the local source for social media marketing.

 

BOB KELLAGHER     

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

Five digital elements that will make your local business proposals sizzle in 2015.

If you are in the business of providing marketing solutions for local SMB's, now is the time to hone proposals that will drive new revenue and market share for your clients in the coming year.

Throughout 2014, we saw our local media company clients lock up market share and further position their newspaper or station as the number one full service digital provider in the local market.  The winning formula typically included:

- A mix of traditional and digital ad units;

- Meaningful digital services, so that the package could be presented as a "complete marketing program" with enough meat on the bone to freeze out competitors;

- Realistic pricing, with a drop down option for the smallest, one location businesses.  Generally our experience is that if the lowest priced package costs more than $400, your campaign will exclude a significant percentage of small businesses.  

Looking ahead, we see five elements that will hook local clients on your bundled offerings:

1.  NATIVE ADVERTISING.  This is the element with the most sizzle potential - the sexiest of the sexy.  Sponsored Content and other forms of Native Advertising started getting traction with national brands a couple of years ago.  In its review of Native Advertising in 2014, Ad Age prominently featured efforts by the Wall Street Journal and New York Times.  We believe that all this attention has created a ripe environment for Sponsored Content on Main St USA.  In 2014 we found a high awareness of Native Advertising among local business owners.  In sales campaigns where our media clients utilized Native Advertising as a component of their bundled programs, we closed over 70% of qualified sales calls!  

2.  SOCIAL MEDIA MARKETING.  Over the past few years, Facebook did a tremendous job of heightening the awareness of local business owners to the opportunity of social media.  Now that many local businesses have invested time, energy and money in building significant audiences ("likes") on their business Facebook page, Facebook is pulling the rug out from under them, severely limiting the distribution of business posts in the hope that they can force local businesses to buy Facebook ads.  Local business owners and managers are upset, and with clever strategies we can help them maintain and increase the power of their social media presence.  Most local media companies also have the resources to build and maintain a YouTube channel for their local clients - a powerful draw in a world where the Internet is quickly becoming a video driven medium.

3.  MOBILE.  This is the "duhh" feature on the list.  Most local business owners are presold on the notion that mobile use is exploding in our society, and those businesses that find an effective mobile marketing solution will leave competitors in the dust.  Be prepared to make all parts of your offering "mobile ready."

4.  REACH EXTENSION.  Any network that can serve up local digital ad impressions that go beyond the reach of your company's website will quickly get a business owner's attention.  If you can layer in demographic and behavioral targeting, and reach areas that go beyond your traditional geographic footprint, then this part of your program will propel many sales that you might otherwise miss.

5.  LEADS MANAGEMENT.  This can be as simple as adding an email marketing or SMS text promotion element to your programs, or as sophisticated as products being offered by companies such as Adstrix, which allow your clients to track all their leads from all sources in a single database.  Businesses are in love with the idea of increasing repeat business from existing customers, and if you can provide a good lead generation tracking solution at a reasonable cost, you will be a hero.

If you want help in shaping these ideas into a meaningful program that you can take to market to drive new revenue and ace out local and national competitors for digital spending, just give us a call.

 

BOB KELLAGHER     

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

Revenue from Native Advertising to Soar!

According to a recent Business Insider story, revenue from Native Advertising will nearly triple in the next few years, reaching $21 billion in 2018.  That's up from an estimated $7.9 billion in 2014.

Social native ads will continue to account for the biggest share of native revenue, and native style display ads will see the fastest growth.

Sponsored content is getting spotlight treatment on some national websites, and is generating considerable excitement.

Native ads score higher click through rates than traditional online display ads.

Read the full story, with a link to obtain the full report, here: http://tinyurl.com/qy93qur

The Blinder Group field tested Native Advertising strategies throughout 2014 in anticipation of the trend.  If you would like to explore ways to put your own Native Advertising strategies on steroids, give us a call today.

 BOB KELLAGHER     

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

  

The Hot Button for Local Businesses in 2015

Over the past few years Native Advertising has taken Wall Street and national advertisers by storm, and now that same storm is brewing on Main Street USA.

Click here to read what Jaci Smith has to say about Native Advertising for smaller newspaper companies.  Smith, managing editor of the Faribault Daily News, has put native ad programs on her agenda for 2015, and is doing major research on the subject.  She will update her findings at the 2015 Key Executives Mega Conference February 23-25 in Atlanta.  That sounds like a reason to make a trip to Atlanta. 

Smith cites tight resources at smaller papers as a major hurdle that must be overcome in order for local media companies to be winners in the Native Advertising arena.

At The Blinder Group, we agree with Smith about the growing importance of Native Advertising solutions, and we feel her pain regarding tight resources.  We worked with many clients in 2014 who were operating with reduced head counts - looking to do more with less.

The Blinder Group has been working behind the scenes to develop technology and sales strategies around Native Advertising, so that our media clients will be ready in 2015 as we take meaningful digital ad/services programs to market for local advertisers.

We are also working to address the tight resources issue.  We have created a content team that can handle outsourcing of any content needs a local media company might have in regard to Native Advertising programs.  This solution is up and running, and we can provide quick turnaround of your native advertising story assignments right now.

Call us today and let's talk about how Native Advertising can help grow your revenue and market share in 2015 and beyond.

 

BOB KELLAGHER     

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup