DAVE’S TOP 10…TAKE-AWAYS FROM THE 2018 SMB SURVEY

Time again for Dave’s Top 10! This time it’s the top 10 take-away’s from the new 2018 SMB Survey from Borrell Associates.

  1. Avg. SMB employs 7.7 types of marketing; half digital, half traditional
  2. Traditional media users: 22% plan to increase spending, 24% plan to cut
  3. Digital media users: 47% plan to increase spending, 10% plan to cut
  4. Top reason for cutting a particular type of media: too expensive
  5. Instagram now #2 social platform w/ 50% using it; 23% rate it very high
  6. 69% of digital ad-buyers use targeting; geotargeting is most prevalent
  7. 46% of SMBs are trying something new; video is leading choice
  8. Social media is No. 1 choice for video distribution
  9. 51% who use video marketing see it as highly effective
  10. Spending on traditional types of media averages 2.7x that of digital

What does this mean to me?

Overall, the tone of this year’s survey is similar to last year’s. But digging down deeper, there are some specifics that should define our focus, now and going forward.

  • We are not alone-many SMB’s are dealing with more than 7 other providers than me. How do I stand out? What’s my USP?
  • More businesses plan to cut traditional ad spending than increase it…deal with it!
  • Anyone reducing their digital spending with me, is spending it somewhere else. How can we become indispensable?
  • Instagram is popular, and it works. Do we recommend it to local businesses?
  • We need to recommend targeting to local businesses…and we should be geo-targeting newspaper.com campaigns.
  • Video works. Are we prepared to discuss this with local customers?

While we don’t have the detail for the entire survey in our hands, these take-aways clearly are telling us that local businesses are willing to change and are looking for new solutions. It’s time for a change.

(Note: the above 10 take-away’s are courtesy of Peter Krasilovsky, Localonliner.com. Check it out!)


Quote of the week

“The only place where success comes before work is the dictionary. “

— Vince Lombardi


Your MOM Knows Best

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu navigation up top, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go. MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Sales

UPDATE-World Series of Sales

Play Ball! Starting October 1 and ending November 4, GateHouse EAST will play GateHouse WEST to determine WHO IS THE BEST!

Each week, GateHouse EAST and GateHouse WEST (each) will award up to $750 based on most revenue and most points. All details are spelled out on the attached internal contest sheet, (click on the graphic to the left.)

  • Wilmington jumped on the board quickly, but seems to have stalled.
  • ENC has some sales waiting on deck.
  • Make sure we record all sales on the official sales tracker, (your manager can submit your totals once the contracts are submitted.)

Keep ’em coming!

UPDATE-Special New Account ThriveHive Pricing For Hurricane Florence Relief

  • We have additional NEW pricing considerations here for new accounts coming out of Hurricane Florence. Use this pricing for new business, include in your proposals. Let’s help businesses in our communities to get the word out that they are IN BUSINESS!. (Document restricted to CNC sales.)

UPDATE-OnTarget Audience Request Form…Now Required (This is a new form for Wilmington.)

All targeted display campaigns that will be part of proposals will be required to be submitted with the Audience Request Form effective 10/1/18. This means that any targeted display component you are recommending in sales proposals should be planned using the Audience Request Form, ahead of time.

  • These forms should be completed prior to sale, not after the sale.
  • They can, and should, be used for proposals and to aid in closing proposals.
  • Newspaper O&O inventory can be included as a part of the overall audience request for these plans.

NOTE: This form is NEW for Wilmington. The previous form that was available for Wilmington will no longer be used.

Here is a link to the most recent format of this form. Please add to your bookmarks.

UPDATE-CRM Field Added To Note SITRW (Selling In The Real World) Activity

  • A new field has been added to the input in Sugar CRM to note SITRW activity. Instructions are forthcoming as are training sessions. If you note this field while inputting new opportunities, it is to be checked SPECIFICALLY for SITRW progress, only. More to come.

UPDATE-ThriveHive Strategic Accounts Team 

The TH Strategic Account team is established to provide specialized focus to those businesses that are the most digital dependent. Jackie Olson from ThriveHive is our representative on the Strategic Account Team. Among the categories of business that this team will be watching are…

  • Higher Education
  • Healthcare
  • Real Estate Firms (not independent agents)
  • Lawyers
  • Home Services (with a fleet of 8+ vehicles): HVAC, Plumbers, Pest Control,
  • Landscaping
  • Financial Institutions (i.e. Banks, Credit Unions, Loans)

In addition we are also going to be reviewing the TOP 25 ACCOUNTS in all properties, regardless of category of business. We are beginning to review these accounts in all markets to determine strategies to improve digital performance…for customers and for you.

The process for engaging Jackie and this team will be simple and is outlined here, just for guidance.

UPDATEGH Presentation Template

All presentations to follow the GH template, immediately please.

  • REAL presentation is available here to view how this template, and ready-to-use ThriveHive slides can be used.

UPDATE-ENC and StarNewsMedia reports are on MOM (Including Campaign Reports)

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O Rich Media Calendars
  • ENC Front page sticky note calendars

ThriveHive

NEW-ThriveHive’s FREE Grader for Small Businesses

ThriveHive is making it easier for local businesses to evaluate and improve upon their Google My Business listings with a new Free tool. ThriveHive is making its new ThriveHive Grader solution free to businesses. With real-time diagnostic assessments of Google My Business profiles, this solution will fill the gap where business owners struggle to leverage all of the opportunities that Google has to offer. At this time, we don’t need to do anything about this new tool, but don’t be surprised if you start hearing more about it in the future. Read more about it here, at StreetFightMag.


Training

UPDATE-Registration Is Open for October Digital Rollout

Please register for the October Digital Rollout Webinar on the ThriveHive training website. Dates and times for this webinar are Thursday October 25th 1-2:15pm EST and Friday October 26th 10-11:15am EST. You need only attend one webinar.

And don’t forget, the recording of the September rollout is also available on the training site.

UPDATE-Monthly Digital Dives…”Java with Jen!”

Starting on October 24, we will be holding an extended Wednesday sales webinar, 9 to 10 focusing on specific areas of digital products and how best to apply with local businesses. You will receive NEW login instructions for these sessions, that will supersede our regular webinar log in’s.

These sessions will be interactive, led by Jen McKay from GateHouse. And we are using Zoom, so you will need to have your digital camera’s in operation. If you do not have a separate digital camera, please have your laptops open in front of you. Using this will help our engagement and provide y’all with much better opportunities to take to the field.

First session…Wednesday, October 24.

UPDATE-GateHouse Sales Training Center

The GateHouse Sales Training Center is where you can find links to all training materials, web pages and training decks for just about anything we need to know.

  • Need to know more about OnTarget? This is the place.
  • Need to know more about working with Google Apps? You’ll find it here.
  • Need to know where past monthly update decks can be found? This is the right place.

Bookmark the Training Center, this is the FIRST place to access when you have a question about a product or tool we have.

UPDATE-Google Digital Sales Certification

If you have not done so already it’s time to upload your certificate in the GH LMS. Instructions for how to do this are here.

Please make sure you upload your certificate.


Promotions

IMPORTANT UPDATE-Coastal NC Promotion Intake and Set Up Forms (Wilmington & ENC)

Please pay close attention…use these forms at will, depending upon the sales stage you are at currently.

  1. PROMOTIONS INTAKE FORMthis is a form you will want to reference BEFORE you have made a sale.
  2. PROMOTIONS SET UP FORMthis form should be completed AFTER the sale.

Both of these forms are easy to find, please bookmark them in your version of My Drive. We will also make sure they are linked to MOM on a regular basis.


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • Yet another Google algorithm change…how did it affect local SMB websites? Frankly we don’t know, unless local businesses know. Google changes are frequent, there’s nothing to do to prepare other than have a great local site. In fact, that is Google’s advice. Read more about this latest change from SearchEngineLand.
  • Amazon and SMB’s, it’s looking like a match. You may be surprised to hear that Amazon is making inroads as a marketing services provider for SMB’s. Don’t be, their new Storefronts, offer plain ole’ local businesses, like the ones we want to work with daily, an opportunity to offer their products on the shopping giant’s website. Some of our own local customers may be working with Amazon Storefronts today. So why not catch up on what Amazon is up to on StreetFightMag.
  • Online mattress sales…a lesson about ecommerce to sleep on. You may have heard that Mattress Firm, one of the largest brick and mortar mattress retailers in the US, is filing bankruptcy. What caused this? A combination of growing number of online competitors, and a consumer market that was served better by these online websites. This is not the tale of every retail business, it’s more a lesson in listening to your customers than it is online vs brck-and-morter…still an interesting story. Check it out at CNN Business.
  • GateHouse Media continues to grow, purchasing the Oklahoman Media Company. The Daily Oklahoman, a 100,000+ circulation daily in Tulsa, Oklahoma has a long history of excellent service and sales. This is important news even for local NC customers, because our ability to grow provides stability and strength for the long-term in all GH markets. Spread the word! More here on NewsOK.com.

TAKING DIRECTION FROM OUR CUSTOMERS

Everybody tells us we should be listening to our customers. It is very hard not to make a case that listening to them for their needs, concerns, and goals is very important. But  what if we could listen to local businesses telling us where they were planning to spend their marketing dollars? Wouldn’t that tell us something about how we are going to market?

Below are 6 charts showing SMB sentiment and plans from Borrell Assoc.’s 2018 SMB survey. These 6 charts tell us everything we need to know about the marketing intentions of small businesses going forward. Each chart, takes us further down the road of a significant shift in how we should perceive our own competencies, and how we need to represent them in the marketplace and with local customers.

1) What most SMB’s are NOT buying in 2018?

  • While is should be no surprise that QR codes and Cinema Advertising are not at the top of the wish list this year, ROS (un-targeted) ad banners is also included here. This begs the question, in 2018, why would anyone NOT target their ad message?

2) What SMB’s are cancelling from their schedules, and why?

  • It looks like almost everyone shows up on this list, but the real story is the degree to which SMB’s agree on their plans to cancel and the reasons. For the most part digital channels  score much better than other media in justifying their existence in local budgets. They are not too expensive, and the targeting and tracking capabilities make digital media sustainable in most ad budgets.

3) What media channels are most popular, (or included more often) in SMB spending budgets?

  • Social media advertising is the most popular advertising channel among SMB’s. Newspapers are #2. (Note, this does not measure the $ devoted to media, just the # of times it shows up in budgets in this survey.) Also notice Email is showing up in more than 50% of the budgets, SEM in nearly 50% of the budgets, and banners in more than 1/3rd.

4) What are local ad agencies recommending more of?

  • The top 3 channels that will receive stronger recommendations from agencies in 2018 and beyond are social advertising, streaming video and SEM. Enough said…

5) What marketing channels are receiving the greatest budgets in 2018?

  • While TV (broadcast and cable) may be obvious leaders here, the #3 ranked channel here is SEM. And a little further down the list shows that display banner ads is just about even with newspapers. Does that match our own local market recommendations?

6) Is Facebook’s effectiveness changing?

  • The Russians are coming, the Russians are coming…so what! In spite of all the “noise” about what FB does or doesn’t do, local businesses feel Facebook is just as, if not more effective than ever before. Thus, their expressed desire to increase use of social media advertising.

What does this mean to me?

  • Local businesses are turning to targeted and trackable media, and are beginning to exclude media that doesn’t provide the same.
  • Social media advertising is used by a vast majority of local businesses, and continues to grow.
  • SEM remains a staple for many local businesses.
  • Video…know what is available and what works because local businesses will want to know.
  • Print remains in many budgets, but it simply plays a smaller role for SMB’s locally and across the country.

As a provider of local media services, a reliance on “print-first” is not where local businesses are living these days. It’s not in alignment with the way our customers are thinking today, and are headed tomorrow. As we move into our Q4 focus, 2018 Holiday schedules, and 2019 forecasts, digital channels (social, SEM, video, and targeted display especially) are the new leads in how we define our services. As a local representative, “digital-first” is not just a tag line. It’s a description of how our own customers are thinking today.


Quote of the week

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”

— Clayton M. Christensen


Your MOM Knows Best

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu navigation up top, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go. MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Sales

NEW-World Series of Sales

Starting October 1 and ending November 4, GateHouse EAST will play GateHouse WEST to determine WHO IS THE BEST!

Each week, GateHouse EAST and GateHouse WEST (each) will award up to $750 based on most revenue and most points. All details are spelled out on the attached internal contest sheet, (click on the graphic to the left.)

  • Home Run 6-month contracts will earn 2 points, 4 points if the advertiser is NEW or has not advertised in 90 days
  • Grand Slam 12-month contracts will earn 4 points, 8 points if the advertiser is NEW or has not advertised in 90 days

Good luck GH EAST!

NEW-Special New Account ThriveHive Pricing For Hurricane Florence Relief 

  • We have additional NEW pricing considerations here for new accounts coming out of Hurricane Florence. Use this pricing for new business, include in your proposals. Let’s help businesses in our communities to get the word out that they are IN BUSINESS!. (Document restricted to CNC sales.)

NEW-OnTarget Audience Request Form…Now Required (This is a new form for Wilmington.)

All targeted display campaigns that will be part of proposals will be required to be submitted with the Audience Request Form effective 10/1/18. This means that any targeted display component you are recommending in sales proposals should be planned using the Audience Request Form, ahead of time.

  • These forms should be completed prior to sale, not after the sale.
  • They can, and should, be used for proposals and to aid in closing proposals.
  • Newspaper O&O inventory can be included as a part of the overall audience request for these plans.

NOTE: This form is NEW for Wilmington. The previous form that was available for Wilmington will no longer be used. 

Here is a link to the most recent format of this form. Please add to your bookmarks.

UPDATE-Digital Pipeline Review…Ongoing. 

  • 28-day (for forecast closes) digital pipeline is pulled and posted on the drive…daily. This will show the number and status of all digital opportunities
  • Pipeline is reviewed to see what we all can do to help support sales teams and customers to come to agreement quickly with prescribed solutions.
  • The review will also tell us where we are in the SITRW process to support efforts from opening, to CNA, to solutions, presentation, and close.

If you receive an inquiry, it’s just part of an overall effort to help our total effort!

NEW-CRM Field Added To Note SITRW (Selling In The Real World) Activity

  • A new field has been added to the input in Sugar CRM to note SITRW activity. Instructions are forthcoming as are training sessions. If you note this field while inputting new opportunities, it is to be checked SPECIFICALLY for SITRW progress, only. More to come.

UPDATE-ThriveHive Deploys Strategic Accounts Team Regionally, Added Support for Verticals

The TH Strategic Account team is established to provide specialized focus to those businesses that are the most digital dependent. Jackie Olson from ThriveHive is our representative on the Strategic Account Team. Among the categories of business that this team will be watching are…

  • Higher Education
  • Healthcare
  • Real Estate Firms (not independent agents)
  • Lawyers
  • Home Services (with a fleet of 8+ vehicles): HVAC, Plumbers, Pest Control,
  • Landscaping
  • Financial Institutions (i.e. Banks, Credit Unions, Loans)

In addition we are also going to be reviewing the TOP 25 ACCOUNTS in all properties, regardless of category of business. We are beginning to review these accounts in all markets to determine strategies to improve digital performance…for customers and for you.  

The process for engaging Jackie and this team will be simple and is outlined here, just for guidance.

UPDATE-Digital Rate Card changes for Wilmington and ENC.

New digital rate cards are available now. Please access the new rate cards and keep them close for access. New cpm’s and base campaign minimum’s are in effect immediately. The new rate cards are available here.

IMPORTANT UPDATE-Coastal NC Promotion Intake and Set Up Forms (Wilmington & ENC)

Please pay close attention…use these forms at will, depending upon the sales stage you are at currently.

  1. PROMOTIONS INTAKE FORMthis is a form you will want to reference BEFORE you have made a sale. 
  2. PROMOTIONS SET UP FORMthis form should be completed AFTER the sale.

Both of these forms are easy to find, please bookmark them in your version of My Drive. We will also make sure they are linked to MOM on a regular basis.

UPDATEGH Presentation Template

All presentations to follow the GH template, immediately please.

  • REAL presentation is available here to view how this template, and ready-to-use ThriveHive slides can be used.

UPDATE-ENC and StarNewsMedia reports are on MOM (Including Campaign Reports)

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O Rich Media Calendars
  • ENC Front page sticky note calendars

Training

UPDATE-Registration Is Open for October Digital Rollout

Please register for the October Digital Rollout  Webinar on the ThriveHive training website. Dates and times for this webinar are Thursday October 25th 1-2:15pm EST and Friday October 26th 10-11:15am EST. You need only attend one webinar.

And don’t forget, the recording of the September rollout  is also available on the training site.

UPDATE-Monthly Digital Dives…”Java with Jen!”

Starting on October 24, we will be holding an extended Wednesday sales webinar, 9 to 10 focusing on specific areas of digital products and how best to apply with local businesses. You will receive NEW login instructions for these sessions, that will supersede our regular webinar log in’s.

These sessions will be interactive, led by Jen McKay from GateHouse. And we are using Zoom, so you will need to have your digital camera’s in operation. If you do not have a separate digital camera, please have your laptops open in front of  you. Using this will help our engagement and provide y’all with much better opportunities to take to the field.

First session…Wednesday, October 24.

UPDATE-GateHouse Sales Training Center

The GateHouse Sales Training Center is where you can find links to all training materials, web pages and training decks for just about anything we need to know.

  • Need to know more about OnTarget? This is the place.
  • Need to know more about working with Google Apps? You’ll find it here.
  • Need to know where past monthly update decks can be found? This is the right place.

Bookmark the Training Center, this is the FIRST place to access when you have a question about a product or tool we have.

UPDATE-Google Digital Sales Certification

If you have not done so already it’s time to upload your certificate in the GH LMS. Instructions for how to do this are here.

Please make sure you upload your certificate.


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • GateHouse Media continues to grow, purchasing the Oklahoman Media Company. The Daily Oklahoman, a 100,000+ circulation daily in Tulsa, Oklahoma has a long history of excellent service and sales. This is important news even for local NC customers, because our ability to grow provides stability and strength for the long-term in all GH markets. Spread the word! More here on NewsOK.com.
  • Outdoor Advertising (Billboards) are showing some life. Adding targeting and programmatic technology to billboards is injecting some new potential into the billboard media industry. This is an interesting take on a legacy media, not unlike everything you see and here within the newspaper industry. Interesting reading here on Recode.com.
  • Want to help local businesses with tips to get ready for the holidays? Here’s some good ideas, even if they do come from a competitor. These are good suggestions, all local businesses can benefit from preparation now for the holidays to come. Check it out on AdTaxi.com/blogroll.

NATURAL DISASTER MARKETING FOR DUMMIES (AND THE REST OF US TOO.)

OK, so things are tough for many of our communities right now coming out of Hurricane Florence. And that can also be said for many of us as well. Taking care of family and home make up priority #1 for all of us. And then there’s “Back to business,” right? Except for now, it’s not back to business, as usual. There is going to be little “business as usual” for many of our local customers. So when we can turn our attention back to the business sides of our lives, we may want to look at how we can do the most good, and how our customers can be effective as well as beneficial to the community.

I’m no expert here, which is why this week’s “post-hurricane” edition of MOM turns to a more published source on the subject of how to market during and after a natural disaster. You can check out the entire piece at Hunt Interaction.

First of all, local businesses still have business to run, customers to contact, and a future to look to. We do as well. While it’s not business as usual, it is business. You should check out the entire posting noted above for a more authoritarian perspective. But here are some quick tips on how we need to get back to our business.

  • Empathy and humanity are watchwords for how we conduct our business.
  • Some of our customers may have some emotions tied to the recent weather related events and how it impacts their business. We need to expect that.
  • We may see some changes in how our customers purchase and/or plan their marketing.
  • Be aware of our own customer’s situation and resources available to them at this time. Are they able to access their data, is their store open and accessible, do they have access to their current customers, etc. 
  • Most importantly, listen to what is going on in our communities. Help our customers understand those issues.
  • Go out of your way to help alleviate concerns of our customers.

We have jobs to do, our company is still a leader in digital marketing services for local business. So we will be expected to do our jobs, and letting local businesses know the best way they can stay in business, the best way they can grow their business and the most effective marketing tools to use. Frankly, our customers will expect that of us. Doing it with empathy and humanity is our focus in the short-term. The success of local businesses in our markets is, and always will be, our focus long-term.


Quote of the week

“Everyone has a plan until they get punched in the mouth.”

— Mike Tyson


Your MOM Knows Best

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu navigation up top, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go. MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Sales

NEW-Digital Pipeline Review…Ongoing. 

Don’t be surprised to receive emails regarding specific digital opportunities in sales pipelines on a regular basis. This is part of an ongoing effort to insure that we can all respond to customer’s business needs in a timely fashion. Here’s what you can expect.

  • 28-day (for forecast closes) digital pipeline is pulled and posted on the drive…daily. This will show the number and status of all digital opportunities
  • Pipeline is reviewed to see what we all can do to help support sales teams and customers to come to agreement quickly with prescribed solutions.
  • The review will also tell us where we are in the SITRW process to support efforts from opening, to CNA, to solutions, presentation, and close.

If you receive an inquiry, it’s just part of an overall effort to help our total effort!

NEW-CNC Web Traffic Sees An Active Audience As Hurricane Florence Comes to Town

All four CNC websites experienced large increases in audience during Hurricane Florence. These numbers prove the worth of our local coverage as local and national users accessed our pages to learn the latest updates. Here’s the unofficial numbers using 7-days during the height of attention to the storm vs. the prior week.

Online audience comparisons, 7-day period, Sept. 10-16 vs. Sept. 3-9

Note: this traffic is testament to the great work done by the newsroom. It’s not all local, in fact much of it is not local. But it shows how our local content is in demand.

UPDATE-ThriveHive Deploys Strategic Accounts Team Regionally, Added Support for Verticals

GateHouse and ThriveHive are reinforcing their support for specific business verticals with the announcement of the Strategic Accounts Team. This team brings added knowledge and expertise to our sales focus. Their mission is to grow our digital revenue and grow your active account bases. Jackie Olson from ThriveHive will be the Strategic Account representative for our region. This team will be a point of contact for opportunities that lie within high impact business segments. These are clients with the potential of spending $3,000+ month or more in digital solutions. Categories of special focus will be:

  • Higher Education
  • Healthcare
  • Real Estate Firms (not independent agents)
  • Lawyers
  • Home Services (with a fleet of 8+ vehicles): HVAC, Plumbers, Pest Control,
  • Landscaping
  • Financial Institutions (i.e. Banks, Credit Unions, Loans)

We will immediately be reviewing top 25 accounts in all markets to determine strategies to improve digital performance…for customers and for you.  Word coming soon. 

The process for engaging Jackie and this team will be simple and is outlined here, just for guidance.

UPDATE-Digital Rate Card changes for Wilmington and ENC.

New digital rate cards are available now. Please access the new rate cards and keep them close for access. New cpm’s and base campaign minimum’s are in effect immediately. The new rate cards are available here.

IMPORTANT UPDATE-Coastal NC Promotion Intake and Set Up Forms (Wilmington & ENC)

Please pay close attention…use these forms at will, depending upon the sales stage you are at currently.

  1. PROMOTIONS INTAKE FORMthis is a form you will want to reference BEFORE you have made a sale, (if you want help putting together a promotion, pricing, etc.) Just fill this out with a little customer info and we will do some of the leg work for you.
  2. PROMOTIONS SET UP FORMthis form should be completed AFTER the sale. When you complete this form, we should have all the information available to start setting up the promotion.

And remember, almost all of our promotions are very focused on digital solutions!

Both of these forms are easy to find, please bookmark them in your version of My Drive. We will also make sure they are linked to MOM on a regular basis.

UPDATEGH Presentation Template

All presentations to follow the GH template, immediately please.

  • REAL presentation is available here to view how this template, and ready-to-use ThriveHive slides can be used.
  • Please note that these have been introduced and are available on the GateHouse Media Portal. Effective immediately, all ENC and SNM presentations should follow the GH template, both design and content flow. These are designed to follow the Sales Transformation steps and touch points, following the format will help guide us along the way. Please access these templates regularly. (Caution-if you download to your hard drive, be prepared to access again for any changes and/or updates that may occur from GH.)

UPDATE-ENC and StarNewsMedia reports are on MOM (Including Campaign Reports)

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O Rich Media Calendars
  • ENC Front page sticky note calendars

Training

NEW-Registration Is Open for October Digital Rollout

Please register for the October Digital Rollout  Webinar on the ThriveHive training website. Dates and times for this webinar are Thursday October 25th 1-2:15pm EST and Friday October 26th 10-11:15am EST. You need only attend one webinar.

And don’t forget, the recording of the September rollout  is also available on the training site.

UPDATE-Monthly Digital Dives…”Java with Jen!”

Starting in October we will be holding an extended Wednesday sales webinar, 9 to 10 focusing on specific areas of digital products and how best to apply with local businesses. You will receive NEW login instructions for these sessions, that will supersede our regular webinar log in’s. (Future invites are forthcoming.)

These sessions will be interactive, led by Jen McKay from GateHouse. And we are using Zoom, so you will need to have your digital camera’s in operation. If you do not have a separate digital camera, please have your laptops open in front of  you. Using this will help our engagement and provide y’all with much better opportunities to take to the field.

First session…information to come.

UPDATE-GateHouse Sales Training Center

Well no, this is not “new”, but you may not have accessed these pages yet. This is the GateHouse Sales Training Center where you can find links all training materials, web pages and training decks for just about anything we need to know. Need to know more about OnTarget, this is the place. Need to know more about working with Google Apps, you’ll find it here. Need to know where past monthly update decks can be found, this is the right place. Bookmark the Training Center, this is the FIRST place to access when you have a question about a product or tool we have.

UPDATE-Google Digital Sales Certification

Congratulations to everyone for passing and/or renewing your Google Digital Sales Certification. Now it’s time to upload your certificate in the GH LMS. Instructions for how to do this are here.

Please make sure you upload your certificate.


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • Amazon is now in the advertising sales business…big time! And you thought you only had to worry about Google and Facebook? It looks like Amazon is becoming a power-player in ad selling. While their share of the U.S. digital advertising pie is only around 4%, that still places them #3 behind the duopoly. And this is only going to be getting stronger with forecasts placing Amazon Advertising Services ahead of their Web Services for revenue in 2021. The competitive stakes are rising, and our digital acumen in the field with local businesses needs to do the same. Check out the story here on SearchEngineLand.
  • Not every digital tactic works for every client. And that is exactly what we have said several times before. Take for example, geo-fencing. Who wouldn’t want to target their customer’s location to steal away customers? Wanting that to happen, and making it happen are two different things. And who better to hear this from, than a competitor? In this blog posting from True Measure, a digital services company  partly owned by the McClatchy Co., when to use, and when NOT to use geo-fencing is discussed. There’s wisdom in this lesson from a worthy competitor. See more on this at TrueMeasureMedia.com.
  • CTR and conversions don’t matter.  Huh? But we thought those were the only things that mattered? Not according to Google. And while this really speaks specifically to Search, it’s good to take some of this advice from Google. In the end, the customer’s sales are the most important goal, and bearing for a successful campaign. Using ad campaign metrics to describe success to a client looking to see more $$ just doesn’t ring true. Use your judgement here, but also take to heart this advice from Google. Read more about this at SearchEngineLand.

SKATING TO WHERE THE PUCK IS GOING TO BE…NOT WHERE IT’S BEEN

You might think it odd to reference Hockey just when the NFL season is now underway. (Hey, the NHL season has started already, the official season begins in less than a month, and the Chicago Blackhawks are going to be more interesting than the Bears.) But there’s another reason for using a hockey reference, and it comes from one of the greatest of all time, Wayne Gretzky.

“I skate to where the puck is going to be…”

 

Bear with me on this, it pertains very specifically to the intentions of small businesses across the country for the rest of 2018 and 2019.

The most recent SMB surveys from Borrell Assoc. are completed, and the results again show a clear direction for local small business marketing intentions. The complete data is available in this week’s Chart of the Week later in this blog. But the bottom line is that SMB’s across the country are stating loud and clear where their marketing dollars are going to be placed. Ant it speaks loudly to where we should be…or rather ARE…placing our emphasis.

Small businesses have resoundingly said they are going to be adding marketing dollars to things like Email, SEM, Social, and Video, to name a few. And they have just as resoundingly, said they are going to be spending less on things like Yellow Pages, Newspaper, Magazines and  Cable. This should not be a surprise to anyone seeing MOM on a frequent basis. Heck, it shouldn’t be a surprise to anyone, not even Wayne Gretzky. But knowing it, and doing something about it are two different things. Enter, Mr. Gretzky.

Wayne Gretzky was once asked his thoughts about hockey and why he was so great. I am sure there are many versions of his responses, but the most direct quote we know of goes like this…”I skate to where the puck is going to be…” That quote has been used many times, even Apple has used it in its marketing campaigns. But it’s not the full quote. And when you look at the complete context of what Mr. Gretzky says, it becomes startlingly prescient for our own business. Here’s the quote in its entirety…

A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. I skate to where the puck is going to be, not where it has been.”

Ok, so I emphasized the last part of that. But it says just about everything about where we are, where we should be. If we’ve been good at our jobs, we’ve been paying attention to the present. We have been where the puck is. But our customers are telling us loudly that they are racing towards a different location…where the puck is going to be. And certainly not where it has been. The analogy is startling, and should remind us of our direction. Small and local businesses have already pointed out that very direction, we already know where the puck is going to be.

There is very little similarity between hockey and local marketing. Hockey players, for the most part have fewer teeth than marketing professionals, and they tend to have better hair than most of the guys in marketing that I know. But I do think we can take something from Wayne Gretzky’s thoughts. We know where we need to be. We need to be skating as fast as we can to get there.

 


Quote of the week

“The price of doing the same old thing is far higher than the price of change.”

— Bill Clinton


Your MOM Knows Best

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu navigation up top, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go. MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Sales

UPDATE-ThriveHive Deploys Strategic Accounts Team Regionally, Added Support for Verticals

GateHouse and ThriveHive are reinforcing their support for specific business verticals with the announcement of the Strategic Accounts Team. This team brings added knowledge and expertise to our sales focus. Their mission is to grow our digital revenue and grow your active account bases. Jackie Olson from ThriveHive will be the Strategic Account representative for our region. This team will be a point of contact for opportunities that lie within high impact business segments. These are clients with the potential of spending $3,000+ month or more in digital solutions. Categories of special focus will be:

  • Higher Education
  • Healthcare
  • Real Estate Firms (not independent agents)
  • Lawyers
  • Home Services (with a fleet of 8+ vehicles): HVAC, Plumbers, Pest Control,
  • Landscaping
  • Financial Institutions (i.e. Banks, Credit Unions, Loans)

We will immediately be reviewing top 25 accounts in all markets to determine strategies to improve digital performance…for customers and for you.  Word coming soon. 

The process for engaging Jackie and this team will be simple and is outlined here, just for guidance.

IMPORTANT-Digital Rate Card changes for Wilmington and ENC effective 9/3/18.

New digital rate cards are available now. Please access the new rate cards and keep them close for access. New cpm’s and base campaign minimum’s are in effect immediately. The new rate cards are available here.

IMPORTANT UPDATE-Coastal NC Promotion Intake and Set Up Forms (Wilmington & ENC)

Please pay close attention…use these forms at will, depending upon the sales stage you are at currently.

  1. PROMOTIONS INTAKE FORMthis is a form you will want to reference BEFORE you have made a sale, (if you want help putting together a promotion, pricing, etc.) Just fill this out with a little customer info and we will do some of the leg work for you.
  2. PROMOTIONS SET UP FORMthis form should be completed AFTER the sale. When you complete this form, we should have all the information available to start setting up the promotion.

And remember, almost all of our promotions are very focused on digital solutions!

Both of these forms are easy to find, please bookmark them in your version of My Drive. We will also make sure they are linked to MOM on a regular basis.

UPDATEGH Presentation Template

All presentations to follow the GH template, immediately please.

  • REAL presentation is available here to view how this template, and ready-to-use ThriveHive slides can be used.
  • Please note that these have been introduced and are available on the GateHouse Media Portal. Effective immediately, all ENC and SNM presentations should follow the GH template, both design and content flow. These are designed to follow the Sales Transformation steps and touch points, following the format will help guide us along the way. Please access these templates regularly. (Caution-if you download to your hard drive, be prepared to access again for any changes and/or updates that may occur from GH.)

UPDATE-ENC and StarNewsMedia reports are on MOM (Including Campaign Reports)

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O Rich Media Calendars
  • ENC Front page sticky note calendars

Training

NEW-Monthly Digital Dives…”Java with Jen!”

Effective with this week, Wednesday 9/12, we will be holding an extended Wednesday sales webinar, 9 to 10 focusing on specific areas of digital products and how best to apply with local businesses. You have all received NEW log in instructions for this Wednesday’s session, these supersede previous webinar log in’s for this week only. (Future invites are forthcoming.)

These sessions will be interactive, led by Jen McKay from GateHouse. And we are using Zoom, so you will need to have your digital camera’s in operation. If you do not have a separate digital camera, please have your laptops open in front of  you. Using this will help our engagement and provide y’all with much better opportunities to take to the field.

First session…Wednesday, 9/12, @ 9:00 AM. 

UPDATE-GateHouse Sales Training Center

Well no, this is not “new”, but you may not have accessed these pages yet. This is the GateHouse Sales Training Center where you can find links all training materials, web pages and training decks for just about anything we need to know. Need to know more about OnTarget, this is the place. Need to know more about working with Google Apps, you’ll find it here. Need to know where past monthly update decks can be found, this is the right place. Bookmark the Training Center, this is the FIRST place to access when you have a question about a product or tool we have.

NEW-Google Digital Sales Certification

Congratulations to everyone for passing and/or renewing your Google Digital Sales Certification. Now it’s time to upload your certificate in the GH LMS. Instructions for how to do this are here.

Please make sure you upload your certificate soon…our own CNC deadline for completing this simple task is 5:00 PM Tuesday, 9/11/18!

 

UPDATE-September 2018 Digital Webinars from GateHouse and ThriveHive

  • Look for the September Digital Rollout registration on the TH Training site and the GateHouse Sales Training Center (mentioned above.)

Marketing

What’s Hot-2018

Here’s larger pdf view of this chart that can be repurposed for customer presentation.

These results are just in from SMB’s participating in Borrell Research’s and 2018 SMB survey, when asked “How will your (marketing) plans change? ”

  • 46% said they will increase email marketing, 50% said they would stay the same
  • 58% said they would increase use of social media, 38% said they would stay the same
  • 52% said they would increase use of video, 40% said they would stay the same
  • 46% said they would increase the use of SEM, 47% said they would stay the same

This contrasts to…

  • 39% said they would stop or decrease use of YP, 58% said they would stay the same
  • 34% said they would stop or decrease use of newspapers, 56% said they would stay the same
  • 32% said they would stop or decrease use of magazines, 60% said they would stay the same

So if you are in the local marketing services business, and you are trying to grow your share, this chart spells out everything you need to know to position yourself to do just that.


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • iPad-like tablet, envisioned and developed by a newspaper company…in 1994! Yes, that is really the truth. And the newspaper company didn’t pursue it. Now there are a number of legit reasons why they made that business decision, but there’s alot of irony there. Check out the video on YouTube.
  • Local businesses get a lift when they ad online reviews to their websites. Google has endorsed the practice. This is something that all of us should be recommending to local businesses to help them improve their search ranking, and be found more often. Google loves it! But there are some specific ways to do this, and we should be on top of that as well. See more about this on SearchEngineLand.

WHAT’S YOUR UNIQUE SELLING PROPOSITION

Do you know your YOU S-P?

You know what USP means right? Unique Selling Proposition…that’s the thing that we’re supposed to get prospective clients to identify for us. Well…that’s only part right. Frankly any good business or product should have a great USP. More importantly, any good business should KNOW what their USP is. So let’s ask the question again…what’s YOUR Unique Selling Proposition? Or, why should a local business work with YOU!

A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.

Before you jump on an answer, remember that most SMB’s are contacted 15+ times per month about marketing opportunities. Many are contacted 2x’s that number. What is going to make you stand out in that crowd?

Are you able to offer a local business some real and “relevent” information about THEIR business and customers? According to Borrell Assoc., “Local businesses are simply not listening to the sales representatives who don’t take the time to understand their needs and approach the sale from a consultant’s perspective.” Taking the time to learn something about local SMB’s customers and business category might be part of your USP.

And what about emphasizing your expertise and status as a Google Premier SMB Partner? You have achieved a Digital Sales Certification from Google. And ThriveHive is one of Google’s Premier partners meaning greater access to insight and training that benefits any of our clients. That should also be part of your USP.

Then there are always the old (understatement)  stand-bye’s…being local and being a newspaper. Caution here, neither of these are compelling in 2018. Being local isn’t what it used to be…nobody is going to do business with a local provider unless they are a good provider. And while our newspapers still carry a loyal audience, the share of local ad spend devoted to newspapers (forecast to be 8% in 2019 by Borrell Assoc.) might suggest there are other strong attributes to rely upon for a strong USP.

In the end, YOUR Unique Selling Proposition might be a combination of the above. Where else can a local business get quality consultation regarding the latest marketing channels from a digitally certified seller, backed up by an, an award-winning digital agency that has earned Premier Partner status from Google. But there is still one thing missing from that equation, and that is YOU. Your skills and your attention to service add to the overall USP.

Remember, USP’s aren’t just for our clients to brag about for their prospective customers. We need to be bragging about our own USP as well. Take a few minutes and make sure you can articulate it, get good at doing so. Then make sure that same USP comes out in everything we do.


Quote of the week

“Currently we don’t have plans on conquering the world.”

— “Sergey Brin (One of the founders of Google Inc.)


Your MOM Knows Best

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu navigation up top, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go. MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Sales

NEW-ThriveHive Deploys Strategic Accounts Team Regionally, Added Support for Verticals

GateHouse and ThriveHive are reinforcing their support for specific business verticals with the announcement of the Strategic Accounts Team. This team brings added knowledge and expertise to our sales focus. Their mission is to grow our digital revenue and grow your active account bases. Jackie Olson from ThriveHive will be the Strategic Account representative for our region. This team will be a point of contact for opportunities that lie within high impact business segments. These are clients with the potential of spending $3,000+ month or more in digital solutions. Categories of special focus will be:

  • Higher Education
  • Healthcare
  • Real Estate Firms (not independent agents)
  • Lawyers
  • Home Services (with a fleet of 8+ vehicles): HVAC, Plumbers, Pest Control,
  • Landscaping
  • Financial Institutions (i.e. Banks, Credit Unions, Loans)

The process for engaging Jackie and this team will be simple and is outlined here, just for guidance.

NEW-Digital Rate Card changes for Wilmington and ENC effective 9/3/18.

New digital rate cards are available now. Please access the new rate cards and keep them close for access. New cpm’s and base campaign minimum’s are in effect immediately. The new rate cards are avaialble here.

IMPORTANT UPDATE-Coastal NC Promotion Intake and Set Up Forms (Wilmington & ENC)

Please pay close attention…use these forms at will, depending upon the sales stage you are at currently.

  1. PROMOTIONS INTAKE FORMthis is a form you will want to reference BEFORE you have made a sale, (if you want help putting together a promotion, pricing, etc.) Just fill this out with a little customer info and we will do some of the leg work for you.
  2. PROMOTIONS SET UP FORMthis form should be completed AFTER the sale. When you complete this form, we should have all the information available to start setting up the promotion.

And remember, almost all of our promotions are very focused on digital solutions!

Both of these forms are easy to find, please bookmark them in your version of My Drive. We will also make sure they are linked to MOM on a regular basis.

UPDATEGH Presentation Template

All presentations to follow the GH template, immediately please.

  • REAL presentation is available here to view how this template, and ready-to-use ThriveHive slides can be used.
  • Please note that these have been introduced and are available on the GateHouse Media Portal. Effective immediately, all ENC and SNM presentations should follow the GH template, both design and content flow. These are designed to follow the Sales Transformation steps and touch points, following the format will help guide us along the way. Please access these templates regularly. (Caution-if you download to your hard drive, be prepared to access again for any changes and/or updates that may occur from GH.)

UPDATE-ENC and StarNewsMedia reports are on MOM (Including Campaign Reports)

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O Rich Media Calendars
  • ENC Front page sticky note calendars

Training

UPDATE-GateHouse Sales Training Center

Well no, this is not “new”, but you may not have accessed these pages yet. This is the GateHouse Sales Training Center where you can find links all training materials, web pages and training decks for just about anything we need to know. Need to know more about OnTarget, this is the place. Need to know more about working with Google Apps, you’ll find it here. Need to know where past monthly update decks can be found, this is the right place. Bookmark the Training Center, this is the FIRST place to access when you have a question about a product or tool we have.

IMPORTANT UPDATE-Google Digital Sales Certification

If you have not done so already, (and I am certain just about everyone has) please send me a copy of your Google Digital Sales Certificate. That way we’ll have the right dates to register here.

Here’s our tracker showing who has completed and passed this certification…

UPDATE-September 2018 Digital Webinars from GateHouse and ThriveHive

  • Look for the September Digital Rollout registration on the TH Training site and the GateHouse Sales Training Center (mentioned above.)

Marketing

Chart of the Week-Why SMB’s Were Going to Cancel Their 2018/19 Advertising…

This is an interesting chart, and a great question. Mr. Borrell asked local businesses across the county what they would be cutting back…then asked why. As you can see the three most often offered reasons for cancelling ad spend were the expense, the coverage (too broad) and too difficult the measure.

  • TV’s most often reason for canceling remains the overall cost, but “too broad of an audience” was offered surprisingly few times, not a much higher % than newspapers.
  • Cable TV seems to do an even better job of making sure that the audience coverage fits advertiser needs, but is also plagued by higher than justifiable costs.
  • Newspapers are also getting hurt by higher costs than deemed worthwhile by local advertisers
  • Digital media has the lowest % of cancellations based on cost, coverage and measurement among all the channels offered.

Take a look at the entire chart. There are lessons here. When high cost is offered as a reason for budget cuts, that means the cost is higher than the client can justify. Maybe that is something we can address ahead of time. And also remember that digital advertising still is the most targeted, easy to measure and cost efficient channel among all offered.

You can see a larger version here.


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • 69% of smart phone owners use them to shop. And 82% of them conduct “near me searches. You already knew everyone owns a smart phone and everyone uses them. But here’s another fact…as much as 90% of these shoppers are likely to click on the first set of results. Local businesses have to have a great mobile presence and show up among the leaders on SERP’s to grab their share of customers. See more about this on Search Engine Land.
  • Google adds new ‘veteran-led’ attribute to Google My Business profile. This is very important for our markets. Any Veteran-Owned business will want to know this, and take advantage. Showing them how on GoogleMyBusiness is our job, this level of expertise adds to your own “USP.” Check it out on Search Engine Land.
  • 80 Mind-Blowing Sales Statistics That Will Help You Sell Smarter in 2018! Did you know there is a correlation between having a robust pipeline on making goal? Of course you did. And did you know that prospecting, just is not easy? Yes! But did you also know that a vast majority of prospective customers want to read emails between the hours of 5 am and 6 am? I thought I was the only one up then. There are tons more interesting sales stats here. Read through them here on HubSpot’s blog.

WHAT DOES DIGITAL MARKETING HAVE IN COMMON WITH A SWISS ARMY KNIFE?

Answer: Nothing!

Swiss Army Knives are cool, right? They do everything…or just about. Someone gave me one as a gift once. It’s a great gift. I look at it often in my dresser drawer, (to ward off late night Swiss burglers, I guess.) But I don’t really use it for anything specific. There are almost too many things in one tool that you can do with one of these things. And does it do any one thing spectatularly? No offense to the Swiss, but when I need to get a job done I find the right tool that fits the job. Just because it can do alot, doesn’t mean it’s the right tool for any one specific task.

Same is true for digital marketing tools (any marketing tool for that matter.) Just because “digital” can help SMB’s achieve many of their goals, you need the RIGHT solution for the specific goal in mind to be effective. And that’s kind of the message behind a neat survey (and a very useable chart) from our friends at Borrell Research. Seems like when agencies are recommending solutions to generate an immediate conversion (like sell something) they are recommending different channels than they would if they are trying to support a branding campaign. There’s no digital-swiss-army-knife here. Take a look at the chart below (a larger version is available in today’s Chart of the Day.)

While all of the references to digital and traditional media in this chart basically mimic what we’ve already know from experience and our training, it’s still a great reference when the subject comes up during a SMB needs assessment. Fact: I used it twice last week in communicating with prospective clients.

SEM is the  leader when it comes to “sellling stuff”, which we all know is a conversion. Looks like social advertising is also a great channel for conversions. Not as great at accomplishing the same, according to agenices, are things like video, banner ads, and frankly newspaper and magazines. But when it comes to a branding campaign, there is a significant difference in many of the choices shown. Social advertising seems like the one channel that is a high scorer for both “selling stuff” and branding according to agencies. But you’ll see that the needs of the agency client will have a strong impact on the media solutions recommended.

Didn’t we already know this?

Frankly yes. However the focus in our business on deeper needs assesments and using those to determine the right solution should serve as a reminder that hardly any of our tools are going to be universally and equally as effective in all situations. Display ads just don’t generate significant conversions like a good SEM campaign does and newspaper or magazine ads are not the same as a social media campaign. Similarly, when we talk to a prospective client about their current campaign, we should be able to call out which competitive channels being used for current campaigns may or may not be the most effective choice for their goals.

Of course, all research is subject to scrutiny. There are great display campaingns, there are great newspaper ads…just like there are average campaigns that don’t elicit high-fives. If all SEM campaigns hit home runs nobody would switch providers. And the basis of this survey (agencies) might skew results. But the overall findings and the trends are pretty clear. Just because it’s digital, doesn’t make it the right solution. More appropriately stated, the RIGHT digital channel is going to be highly effective when applied well to the right job to be done.

Now getting back to my Swiss Army Knife, now that I recall, the bottle opener has come in handy a number of times. THAT…is genius.


Quote of the week

“Setting a goal is not the main thing. It is deciding how you will go about achieving it and staying with that plan.”

— Tom Landry (Dallas Cowoys Head Coach 1960-88)


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu navigation up top, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go. MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Sales

UPDATE-Coastal NC Promotion Intake and Set Up Forms (Wilmington & ENC)

For a while we’ve had forms (for Wilmington AND for ENC) that allow for easy set up for any promotion. We want to make sure that everyone has access to these forms, with a little explanation.

  1. PROMOTIONS INTAKE FORMthis is a form you will want to reference BEFORE you have made a sale, (if you want help putting together a promotion, pricing, etc.) Just fill this out with a little customer info and we will do some of the leg work for you.
  2. PROMOTIONS SET UP FORMthis form should be completed AFTER the sale. When you complete this form, we should have all the information available to start setting up the promotion.

And remember, almost all of our promotions are very focused on digital solutions!

Both of these forms are easy to find, please bookmark them in your version of My Drive. We will also make sure they are linked to MOM on a regular basis.

NEW-Google Premier Partner Status…what does it mean?

If you are searching for a plumber to get work done at your home, wouldn’t you want to know if the plumber you choose has access to the best tools, the most up to date knowledge and has passed a high level of certifications? In searching for a pre-school for your son or daughter, wouldn’t you want to know that the instituion is highly selective in choosing its employees and they have received the right kind of training to insure your child has a great learning environment? That’s kind of what being a Google Premier Partner means for us, and for any business we work with. And that’s the reason why all of us are asked to take and/or renew Google Digital Sales Certification status.

Being a Premier Partner is something that we should brag about when discussing our ThriveHive solutions. Don’t be shy to let prospective clients know of ThriveHive’s status. Earning that trust from Google takes work. The benefits to local businesses are that we have access to the latest information and updates, something that not all providers can say. Here’s a quick chart from Google on what it means to attain and maintain Premier Partner status. Check the Training section of today’s MOM for our Google Digital Sales scorecard so far. Have you passed yet?

UPDATEGH Presentation Template

All presentations to follow the GH template, immediately please.

  • REAL presentation is available here to view how this template, and ready-to-use ThriveHive slides can be used. 
  • Please note that these have been introduced and are available on the GateHouse Media Portal. Effective immediately, all ENC and SNM presentations should follow the GH template, both design and content flow. These are designed to follow the Sales Transformation steps and touch points, following the format will help guide us along the way. Please access these templates regularly. (Caution-if you download to your hard drive, be prepared to access again for any changes and/or updates that may occur from GH.)

UPDATE-ENC and StarNewsMedia reports are on MOM (Including Campaign Reports)

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

Training

NEW (well sort of…)-GateHouse Sales Training Center

Well no, this is not “new”, but you may not have accessed these pages yet. This is the GateHouse Sales Training Center where you can find links all training materials, web pages and training decks for just about anything we need to know. Need to know more about OnTarget, this is the place. Need to know more about working with Google Apps, you’ll find it here. Need to know where past monthly update decks can be found, this is the right place. Bookmark the Training Center, this is the FIRST place to access when you have a question about a product or tool we have.

IMPORTANT UPDATE-Google Digital Sales Certification

Have you taken and passed the latest Google Digital Sales Certification?  Everyone is required pass this to be able to sell any Google products. If you took it two years ago, your certification must be renewed. If you have passed, you must add your name to our tracker. Here’s our tracker showing who has completed and passed this certification…

UPDATE-August 2018 Digital Webinars from GateHouse and ThriveHive

  • The recording of the August webinar is available on the TH Training site and the GateHouse Sales Training Center (mentioned above.) Great stuff, check it out for a refresher. Look for the September roll out registration very quickly on the training site also. 

Marketing

Chart of the Week-Branding and Conversions…What Agencies Recommend For Both

As mentioned in today’s opening feature, branding and conversions are two different goals. So naturally, diferent media solutions/tools might be called upon  for one as opposed to the other. What do agencies recommend for these two disparate client goals?

  • SEM and Social Media Advertising are the clear winners when an action, or conversion is required.
  • Social Media Advertising scores high here too.
  • The clear winner when it comes to branding from agency recommendations is broadcast TV.
  • Video and Cable TV are ranked #3 and #4 when it comes to branding recommendations.

Take a look at the entire chart. This is something that can fit well supporting your own client recommendations. You can see a larger version here.


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • Target Marketing gone wild! Think you’ve seen everything right? Well, think again. Looks like there’s a new way to target an audience. Capital One has gone live with their campaign utilizing fortune cookies to help spread their message. Let’s hope there is no frequency cap on these campaigns! More on this at Digiday.com.
  • Facebook organic reach continuest to drop, this means FB advertising is more important than ever. Yep, Google is not the only place where algorithm changes occur with some frequency. FB is also constantly retooling the way they deliver content. The latest version continues to result in smaller organic reach for businesses. This means that FB advertising is continuing to grow as an SMB staple. More on this coming soon, but to check on the changes rolling out on FB, take a look at eClincher.

WHAT CAN GOOGLE TEACH US ABOUT PROSPECTING?

As it turns out, quite alot!

For those of us that have passed/renewed the Google Digital Sales Certification (ahem…more on this in training in this week’s edition) you’ve already seen the great suggestions about prospecting coming out of Google. As our two prospectors (get it, prospectors?) in the graphic  are saying, it’s not about selling product, it’s about setting an appointment. 

Prospecting, i.e. finding new potential from formerly non-customers, is the heart of what we are about. Of course we are digital, a media company, maybe even a digital agency. But at our core we’re a new business development machine. Or at least, we should be.

Google has some neat suggestions on prospecting. Here’s their 10 tips for great prospecting. (Click on the graphic for a larger version.)

Some of these are pretty plain and basic, like have a plan, be enthusiastic, etc. Plain and basic they may be but they are still right on. One of the tips that really jumps out is thought that prospecting is about selling a “meeting” and not a product, a schedule, a campaign, or gasp…an ad.

Frankly, it’s really easier to get a meeting from someone you’ve never talke to before, or done business with before than it is to sell them something. If you’ve put it right, you’re just trying to do the prospect a favor. This takes  virtually all of the threat out of cold calling. And it makes the first time, face-to-face, a little easier. Because if done right, you’ve positioned yourself as the expert just trying to help the prospect.

At Coastal NC, we have New Business Wednesday. And new business is one of our company’s core KPI’s. Borrell Research has identified more than 44K SMB’s in our 7 county market. So considering the number of active customers we have in total today, we are only scratching the surface. The pool of prospects for future meetings remains pretty deep.

Why is this important to me?

Contacting and converting new prospects into customers is key to everything we do today. It’s not as hard as it may seem. Take a look at what Google suggests are 10 best practices for prospecting…doing some every day, focusing on the prospect, keeping it fun all work. And remember these are not MOM’s recommendations, they are all from Google. But most important, remember prospecting is not about winning the  sale over the phone. It’s about winning an opportunity to speak with a prospect, starting the whole SITRW process. Pretty soon, you end up with a pipeline of prospects learning more about what we can do, and how we can help them achieve their goals. And helping businesses in our markets achieve their goals is alot more fun than just sellin’ ads.

Happy prospecting!

 


Quote of the week

“Sales are contingent upon the attitude of the salesman – not the attitude of the prospect.”

— W. Clement Stone


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu navigation up top, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go. MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Sales

NEW-Coastal NC Promotion Intake and Set Up Forms (Wilmington & ENC)

For a while we’ve had forms (for Wilmington AND for ENC) that allow for easy set up for any promotion. We want to make sure that everyone has access to these forms, with a little explanation.

  1. PROMOTIONS INTAKE FORM-this is a form you will want to reference BEFORE you have made a sale. If you want help putting together a promotion, pricing, etc. Just fill this out with a little customer info and we will do some of the leg work for you.
  2. PROMOTIONS SET UP FORM-this form should be completed AFTER the sale. When you complete this form, we should have all the information available to start setting up the promotion.

And remember, almost all of our promotions are very focused on digital solutions!

Both of these forms are easy to find, please bookmark them in your version of My Drive. We will also make sure they are linked to MOM on a regular basis.

UPDATE-New GH Presentation Template

All presentations to follow the GH template, immediately please.

  • REAL presentation is available here to view how this template, and ready-to-use ThriveHive slides can be used. 
  • Please note that these have been introduced and are available on the GateHouse Media Portal. Effective immediately, all ENC and SNM presentations should follow the GH template, both design and content flow. These are designed to follow the Sales Transformation steps and touch points, following the format will help guide us along the way. Please access these templates regularly. (Caution-if you download to your hard drive, be prepared to access again for any changes and/or updates that may occur from GH.)

UPDATE-Best Of The Best Voting Completed for All 4 CNC Sites

Vote for Me Market Particiption

 

  • New Bern and Jacksonville ended up #1 and #2 in total number of votes placed in this round.
  • Jacksonville and Wilmington finished #1 and #2 in the number of individual people that have participated in voting, this includes Nominate Me and current Vote for Me participation. The communities are engaged!
  • Votes are being tallied at this moment. Expect results very soon.

UPDATE-ENC and StarNewsMedia reports are on MOM (Including Campaign Reports)

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

Training

IMPORTANT UPDATE-Google Digital Sales Certification

Have you taken and passed the latest Google Digital Sales Certification?  Everyone is required pass this to be able to sell any Google products. If you took it two years ago, your certification must be renewed. If you have passed, you must add your name to our tracker. Here’s our tracker showing who has completed and passed this certification…

UPDATE-August 2018 Digital Webinars from GateHouse and ThriveHive

  • The August Digital Updates from GH and TH will take place on Thursday, August 23rd at 1pm EST and Friday August 24th at 10am EST. Register for one of these sessions on the ThriveHive training website.

Marketing

Chart of the Week-2019 Local Ad Spending for CNC 7-Market Area

It’s that time, time to start looking at 2019 for budgets and proposals.

Here’s a look at 2019 local spending according to Borrell Assoc.

  • Online continues to grow
  • Newspaper barely holds on and is tied with local TV
  • Radio and Direct Mail are next in line.

What does this say about our go-to-market messaging for all presentations from here on out? Feel free to download a larger image of the above graph here, for presentations. Or ask for customized versions by business category, david.prizer@gatehousemedia.com.


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • GateHouse continues to diversify. GateHouse Live has announced it is taking a majority interest in a wholly owned subsidiary of New Media
    Investment Group Inc, has signed an agreement to acquire a majority interest in Rugged Events Holding LLC, the events production company behind the Rugged Maniac Obstacle Race series and more than 90 premier endurance events in the U.S. and Canada. This company was a Shark Tank success story, receiving investment funds from Mark Cuban four years ago. Rugged Events will be part of GateHouse live, reporting to Jason Taylor. Read more about this exciting acquisition, here.
  • Businesses that use Reputation Management tools experience more overall effective digital marketing. This makes sense, but it also means that our Reputation Management customers need some support along the way to make it more beneficial. Read how some of the larger local comapnies are making it work for them on StreetFightMag.
  • They’re at it again, Google rolled out another update! Ok, so this is nothing new, but probably good thing for you to check in on the impact it had on websites and search ranking. And it’s also another reason why ThriveHive is so important, most local businesses would not be able to keep up with these frequent updates. This one is really good to know. Check it out on SearchEngineLand.