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

Posts tagged "blinder group"

FREE WEBINAR: LEVERAGING DIGITAL TO SELL TRADITIONAL MEDIA

This year, The Blinder Group has generated over $5 million in new ad revenue for our client media companies, with nearly one half attributed to new legacy print dollars from new local advertisers!

There's no question that we need to focus on building our audiences and revenues from the digital side. However, does that mean our core, most profitable asset, has to be ignored?

George Leith, vice president of sales for Vendasta Technologies, and Mike Blinder, president of The Blinder Group, will be discussing how blending digital solutions into your day-to-day sales tactics can result in HUGE gains in legacy media sales. "Mike's deep understanding of media advertising sales is tremendous advantage and learning tool for media companies who want to unlock their full sales potential," said Leith.  "Vendasta is excited to have the opportunity to partner with The Blinder Group in this webinar, and to share our experiences and best practices to enable success for local marketers."

Please join them for this discussion on Wednesday, December 14th from 1-2 PM EST as we host a FREE WEBINAR on leveraging digital to sell traditional media. Click here to register now--virtual "seats" are limited for this one-time event.

Hope to see you online on the 14th!

Your Advertisers Think Paywalls Are An Intelligence Test...Are You Failing?

A recent NiemanLab.org article lists "6 Reasons Why Newspapers Have Dropped Their Paywalls."

We want to offer what should be a seventh reason - ADVERTISERS THINK PAYWALLS ARE STUPID."

We've made thousands of calls on local businesses across North America in the past couple of years, and several times a week the advertiser wants to talk about the local newspaper's paywall.  

Just to be clear, we've started asking these clients point blank how they feel about the paywall strategy.  Not one is in favor!

What we glean from all the discussion is that even though impression levels are usually guaranteed, the advertiser has an uneasy feeling that a paywall will tend to limit the audience for his advertising.

Generally, newspaper reps tend to backpedal when confronted with this objection, explaining that a lot of content is still free, and that users find ways around the paywall.  Which begs the question - Then why are you doing it?

If your paywall is going to stay in place, then you at least need to properly school your sales reps in having the paywall discussion with their advertisers.  The reps need to have specific, credible figures on unique users and page views, to bolster the idea that the paywall is not destroying readership.

Tomorrow morning, give your reps this short quiz"

1. How many unique users come to our website in an average month (or last month)?

2. Define "unique user."

3. How many page views do those users generate in an average month (or last month)?

4. Define a "page view."

5. EXTRA CREDIT - What has happened to our website audience numbers since our paywall was put in place?  Be specific.

You may find you have some work to do.  Let us know if we can help.

BOB KELLAGHER     

Bob2

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

 

 

 

 

 

 

 

 

Would your local media reps pass basic training?

Gordon Borrell doesn't always tell us what we want to hear, but he does tell the truth - and his truth is always backed up by data.

In a recent LinkedIn article Gordon reports on a study he did to investigate What SMB's Want From Local Media.

Gordon's pie chart indicates that 39% of the local business respondents want "Better pricing and better ROI."  OK, no surprise there.

The number two response is more revealing.  13% of those surveyed cited a need for "Better educated sales reps."

This mirrors what we see in our work in the field as we provide training for local media reps across America.

Give your sales reps this pop quiz, and prepared to be shocked:

- Describe the market area of our newspaper/station?

- How many readers/listeners does our newspaper/station attract in an average week?

- Describe the demograghic makeup of that audience, in terms of age, income, and male/female split?

- How many people visit your website in an average week or month?  How many page views do those visitors generate?

In our experience it is rare that a rep can answer those basic questions in a cogent, professional manner.

For extra credit, if you are a newspaper publisher, stop your reps on their way out of your building and expect them how big a 2 column X 5 inch ad is.  We are constantly amazed that reps struggle with this basic question, with many resorting to showing an approximate size using their fingers!

If the results of this quiz alarm you, it means you have some basic training to perform.  Call us if we can help.

BOB KELLAGHER     

Bob2

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

 

 

 

 

Native advertising is your key to explosive growth in 2016.

Some time ago we reported that native advertising was a fast growing advertising trend at both the national and local levels.

A Business Insider report recently put some numbers on the trend, and those numbers are astounding.  After growing to nearly $8 billion in spending in 2015, native is set to nearly triple to $21 billion in 2018!  That's a pie you might want to grab your share of if you operate a newspaper or radio station in a competitive local market.  

Folks, the easiest and most successful engagements we did in 2015 with local media company clients around the country were those that incorporated a native advertising component.  Local advertisers get it.  They put a high value on sponsored content appearing in a local media environment, both on legacy platforms and online.  If there is a sweet spot in terms of new revenue opporunity for 2106, it is NATIVE ADVERTISING.    

What's more, you can have a high degree of confidence in outcomes for your advertisers.  Business Inside reported that native perform better than traditional display, particularly on mobile platforms.

Click here to sign up for a Webinar on January 19 where we will show you step by step how we incorporated native advertising in a two week sales campaign that brought in over $400,000 in new revenue for one local newspaper company.

If you want to roar into 2016 on a pace to beat budget, native is your secret weapon.  Give us a call today and let's start mapping a strategy we can take to market with you as early as the first quarter.  We have proven ways to beat your competitors to the punch.

 BOB KELLAGHER     

Bob2

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

10 Deadly Sins of Local Media Sales Reps - #10

SLINGING JARGON AND ACRONYMS.

As we travel around the country working with local media sales reps, we are astounded at the misuse of jargon and abbreviations in conversations with advertisers and agencies..

These sins fall into two categories:  outgoing and incoming.

Outgoing.  That's when a rep casually inserts abbreviations or jargon into conversations or sales presentations.  Recently an advertiser recounted that when she pressed a rep on a question about value, he responded "Well...we have analytics."  Oy vey.  

That's a great example, because if you live in the world or advertising, the term "analytics" may indeed be used every day around you, and you may have at least a good general sense of what the word means.  But without enhancement, the word might mean nothing to some advertisers.  The same can be said about common abbreviations such as SEO, SEM, CPC and so on.  Those letters are Greek to many advertisers, and in fact they will be put off or put to sleep if a presentation contains too many terms they do not understand.

The rep in the aforementioned anecdote might have won the day by simply taking his feature statement a bit further..."We provide meaningful analytics, which of course is just a fancy word for reports and measurements.  Let me describe some of the key statistics you will see in your monthly report from us, and how the numbers can really help you measure ROI...or return on investment...from your campaign..."

That approach works even if the advertiser already has a thorough understanding of the terms "analytics"...and "ROI."  

The basic premise here is to put yourself in the mind of the advertiser to whom you are presenting.  A little enhancement goes a long way.  These days we are often presenting "native advertising" as a feature of a local sales package, but we never drop that term into the presentation without saying something like this..."You'll be getting a strong native advertising component with this package.  Native advertising is jsut a term that the Harvard MBA's use to describe making your message about your business look more like a story and less like a traditional ad."  Here again, the clarification is helpful even if the advertiser is totally familiar with the term.

Incoming.  This happens most often with agency folks, who often have a habit of breaking the "no jargon" rule to the max.  The response needs to be that if the rep does not understand a term or abbreviation that is thrown out, he must slow the conversation down for clarification..."John just to be clear, how are you defining API?"  This does not make you look stupid, but pretending to understand an acronym might.

Click here to see a long list of digital marketing abbreviations from a helpful digital expert named Anubhav Garg.  This should be saved and reviewed frequently by anyone who sells local advertising for a living.  Thank you Anubhav!

If you'd like to know more about all 10 deadly sins, and what you can do about them, don't hesitate to give The Blinder Group a shout.  Our first quarter is filling up fast, but some training dates are still available.  

 BOB KELLAGHER     

Bob2

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

 

 

 

Working With the Right Data Maximizes Street Sales Success

Here at the Newspaper Mega-Conference in Atlanta, much of the informal talk centers around publishers looking for solutions to improve their local market share of digital revenue.

We just completed a one week sales campaign that generated $165,000 in new business in Schenectady NY.  

Our consultants made sales calls on the street with the Daily Gazette sales team.  That's our usual approach, but in , this case we used Adseller reports from Pulse Research.  With deep rich data in hand, we were able to land more appointments and close more sales.

76% closing ratio in front of qualified decision makers! Ad Seller data helped the local sales team entice decision makers to schedule calls and sell the program. The package we took to market leveraged Social Streaming (Friends 2 Follow) and Extended Audience to sell local banner ads and weekly print ads at great rates within full year contracts.

Here's what the client had to say:

"Having the data from Ad Seller really helped us get the decision maker to the table & generate over $150,000 in new digital (AND PRINT) revenue during the Blinder initiative. Working Pulse & Blinder together in-market, was a real good match!”   Jim Murphy VP – Advertising & Market Development Schenectady (NY) The Daily Gazette

Here's the presentation we used to score this big win for our client:

http://www.blindergroup.com/forSchenectady/deliverables/Schenectady-Blinder2015.pdf

Give us a call to talk about how we can lock up digital share in your market.

BOB KELLAGHER     Bob2

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

 

 

 

 

 

 

Everything we needed to know about social media we learned from Taylor Swift!

Well, not really...but according to Joshua Swanson's article in Digiday, Swift's "true genius" is in her use of social media.

The article is perhaps targeted to celebs, but celebs are just a specific type of brand.  Swanson's articles contain great lessons for media companies and their local business clients alike...and perhaps "celebritization" is something we should all be thinking about more.  Car dealers and Realtors have understood this principle since long before the Internet came around.

Taylor lesson #1 - "it's not all about you" - is something we have been telling our clients for years.

To read all the Taylor-isms click here: http://digiday.com/brands/taylor-swift-guide-social-media-marketing/

Stay tuned for our next segment: PeeWee Herman's ten tips for improving sponsored content.  (j/k)

If you want to talk about how strong social marketing strategies can improve your local market share, send us a selfie, or just shoot us an old fashioned email.

Bob2

 BOB KELLAGHER     

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

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