Do As I Say…Not As I Do?

Does this guy remind you of anybody? That’s right, we get all the cool information about emerging marketing trends before anyone else, so we can let local businesses know what they “should” be doing. Makes us sound smart, right?

Well, one piece of information coming out of the 2017 Borrell SMB Survey that we should be on top of is the fact that email marketing is considered to be THE MOST EFFECTIVE “direct” marketing channel for SMB’s today. In fact, SMB’s rank email marketing as the 2nd most effective marketing channel overall, behind TV commercials, and even better than social media. Take a look at Borrell’s “chart of the week” showing just how highly local businesses rank email marketing.

Take a look at this chart. Nearly 2/3’s of all SMB’s surveyed so far use email marketing. And a good number of those do so once a month or even more. In addition, more than 1/2 of all SMB’s surveyed have 1000 or more emails stored in their own email database.

So…what does this mean to me? 

Several things…

  • Are we asking our local businesses how they are capturing email addresses for their own marketing efforts? If a vast majority of local businesses use email marketing, and feel it is very effective, it’s likely that helping them capture additional emails for their own database would be a worthy marketing goal. We can do that!
  • The new ThriveHive New Website Plus includes a modest email marketing tool that local businesses can employ. Yes, it is part of the New Website Plus product. This means that the new website product ALSO includes one of the strongest marketing tools that local businesses can employ today. We can do that!
  • If email marketing is so good, why aren’t we using it? Well, ENC Media Group actually is. Our latest email marketing effort is described later in today’s MOM issue. And we do this to our B2B database about once a month, sometimes more. But that database is dependent upon your input. So we still need your local contacts added to our overall B2B database in order to be as comprehensive as possible. We can do that!
  • If email marketing is so good, why aren’t YOU using it? We are providing templates for our product announcements and sales messaging pretty regularly. If you are using these templates to send to YOUR own customers under your own email signature, that is great. If you have not climbed on board yet with this practice, just ask how you can start employing email marketing for your own benefit. YOU can do that!

Do as I say…AND…as I do!


Quote(s) of the week

“Practice does not make perfect. Only perfect practice makes perfect.”

-Vince Lombardi

“People believe practice makes perfect, but it doesn’t. If you’re making a tremendous amount of mistakes, all you’re doing is deeply ingraining the same mistakes.”

-Jillian Michaels


Notes to “Note”

Weekly MOM

Your MOM has changed. MOM’s do sometimes, that’s a good thing right?
The new blog format means that you can subscribe to MOM and get updates sent to you as they occur.
  • You can be notified of the updates, when they happen.
  • The menu in the upper right includes tabs that will maintain static pages. We will keep updating the information on these pages as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. You can use this kind of like your own in-house directory.
    • The AdOps page will always feature a link to the most recent daily O&O inventory reports and ad campaign reports and contact information
    • The Promotions page will always feature a link to upcoming promotions, the promotions Intake form, and contact numbers
    • The Training page will always feature a link to ThriveHive and Gatehouse training updates
  • Because this is a blog, you can comment. You can discuss things, you have the right to offer your feedback and ask for more information on anything you see, or don’t see. MOM will continue to give you basically, what you are going to need for the whole week to succeed. But now you can give back. Let MOM know what is going on. We can start a regular discussion. If you want to see something more about a part of our business, just ask. We have several individuals now contributing to MOM, so responses will have several perspectives.
  • MOM is available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

MOM’s 5M

Test your knowledge with MOM’s 5 Minute Quiz. Taking this test is mandatory for all members of the MOM audience. Go ahead, the first 5 entries with correct answers will earn my admiration, a hearty hand clasp, and your name will be proudly displayed in next week’s MOM as a learned digital scholar.

Here’s this week’s 5MQ


Business Boost Summer Giveaway-July

This Summer Giveaway has already begun. Yesterday, ThriveHive began it’s Business Boost Summer Giveaway with in paper ads and email blasts. Local businesses will have the opportunity to enter this giveaway, and win great prizes for their businesses. In fact, one lucky winner will receive a custom digital marketing campaign worth $10,000!

Across all our markets, Gatehouse Media Promotions will run display ads and social media ads to promote the giveaway. When people click on the ad or go to the URL on the print ad, they will be taken to a form where they will fill in their information in order to be entered. People can enter once a day.

Take a look at the great prizes GateHouse and ThriveHive are offering…  

  • Grand prize: One lucky winner will receive $10,000 in FREE custom digital marketing, run by our experts
  • Runner-up prizes: Two lucky winners will receive $5,000 in FREE custom digital marketing for their business
  • Additional prizes: Each week during the length of the contest, 15 lucky participants will receive a $50 Amex gift card
  • Everyone who enters will win a free digital marketing consulting session with one of our experts

Take a vacation from planning your marketing alone, and let our experts do the hard work for you!

This contest is designed to drive leads back to the markets, so each week, markets will be provided with a list of the leads who entered from their specific location.

Local Email Marketing to Our Own Customers

We’ve already sent our own email marketing announcement out to our own B2B list announcing the change to ThriveHive. You can check it out here,  Kinston, Jacksonville and New Bern each received their own custom version. Everyone should be letting local businesses know of our exciting change, this is a great chance to start new conversations and showcase our expertise including your own Google Digital Sales certification, imminent Google Analytics certifications, Premier Google SMB Partnership, and more.

Note: please remember that our own B2B database is dependent upon your updates. With just 2,700 names in the database today, I know we have room to grow. Please send a list of customers including name, company, job title, phone, and email address and they will be added very quickly to our own B2B list. 


Sales

ENC Medical

ENC Medical deadline has come…and gone! We may be able to fit more business in, so if you have anyone on the fence, please let them know we may have a couple of days to make a decision. THIS MAY CHANGE AT ANY TIME, due to print schedules so please let all potential customers know. Final ad copy and editorial must be totally completed and approved by July 14!

ENC Athlete of the Week

NEW BERN IS SOLD! But the clock is still ticking for Kinston and Jacksonville. All presentations must be approved ahead of time by Alissa Bowditch, and are FIRST COME FIRST SERVED. (This means we cannot hold any sponsorship commitment without a firm signed agreement. But once we have that, the sole-sponsorship is closed and unavailable to anyone else in that market.)

This is one of the largest sponsorships we’ve brought to market, and one that many local customers will want to hear more about. Check out details under Sponsorships in this week’s edition of MOM.

Contact Alissa if you have questions.

Readers Choice-Best of the Best 2017

We will be debuting finalists in all offices this week along with sales packages. This year’s efforts include special events available to the public for all Gold, Silver and Bronze winners to show off. We will see you in Jacksonville on Tuesday, Kinston on Wednesday and New Bern on Thursday!


AdOps

Latest Ad Inventory and Rich Media Calendars Available

As we approach our Readers Choice selling season it will be more important than ever to CHECK INVENTORY AHEAD OF TIME before placing orders. Just because your proposal outlines 30,000 impressions over the next 10 days, does not mean that we ACTUALLY HAVE 30,000 impressions over the next 10 days, the way you are proposing. Please check with Jennifer, Tina, Mariela, or myself before we are committed to the customer. We will also be able to help recommend modifications to the campaign if we are running short on inventory.

See the latest ad inventory for all Gatehouse properties here.

Welcome Megan!

Megan Diaz is the newest member of the ENCMG AdOps team. She will be working out of the Jacksonville office primarily. Give her a shout next time you are there. Welcome to ENC Media Group Megan!


Promotions

July/August Promotion Ideas

    • Check out some ideas HERE

Think promotions are too expensive?

Have A Prospect?

Athlete of the Week

    • New Bern is SOLD! Congrats Tyler Beaman!
    • Jacksonville and Kinston are still available. Remember — it is first signed, first served, we cannot hold these without a firm written contract. Thanks. 

Remember… if you don’t know where to start, just contact Alissa!


Marketing

Pie Chart of the Week

 

Did you know that we are the “big guys in town?”

Borrell Compass Data provides interesting data and pairing it down allows us to see just how influencial we actually can be for our local customers.

The two pie charts below show a 2017 Forecast for Coastal NC SMB’s, 7-counties, including ALL marketing channels (advertising and non-advertising.)

The largest single component for all SMB’s is in teh form of “discounts.” These need to be accounted for by local businesses and they are tallied in the “non-ad” column. The second largest single component would be where we come in. Granted, it’s not a “single” channel, but if you assume “Marketing Services” includes digital, sponsorships, promotions and newspapers our piece of the Coastal NC pie is nearly 24% of total marketing budgets. And that pie includes the huge chunk dedicated to discounts, something we simply cannot control.

 

 

The pie chart on the right shows the same 7-county spending if we eliminate discounts from the equation. Remember, we cannot control that. After discounts is eliminated from the equation, “Marketing Services” now takes up almost 60% of the entire marketing budget.

 

 

What this means is simply this, we have every right to ask for a considerable piece of our local business’s investment if we plan it out wisely. This means including all of our opportunities…print, digital, digital services, events, promotions and sponsorships. All of these are used considerable by local businesses. You might want to dig a little deeper into the Borrell Compass data, and look beyond 2017 at the same equation. We’ll be discussing this more in our 1 on 1’s but if you want some assistance, see your local Compass Navigator in your office, or contact Alissa Bowditch or myself.  This kind of information is invaluable and is “documented” to help close significant contract proposals.


Training

…training…the new norm

Note: if you have yet to do so, please log into the new GateHouse Media Learning Management System.

NEW GateHouse Media Learning Management System

The GateHouse Training Team has invested in a new Learning Management System (LMS). This robust platform will be replacing our current training platform (ProProfs/ACE) that many of you have been using to date. The new platform called SmarterU, will provide many new benefits to you and our organization as we evolve and build our training curriculum.

The new learning system is based on Learning Plans and courses and they can be assigned to a user with a simple click, making training opportunities more accessible everyone!  You will also notice that we have implemented quizzes, games and/or tasks associated with some of our courses for improved retention!

Important, please read the information in this folder: Save this folder to your My Drive. 

Google Analytics for Beginners Thursdays

This is just a reminder, all sales personnel will be required to pass Google Analytics for Beginners by Labor Day. You may work ahead immediately by logging into your Google account and proceeding. Or you may pace yourself with other GateHouse employees learning more about Google Analytics each Thursday in July. Simply access the information here, and enroll.

Summer Online Solutions Academy Starts Tuesday July 11

Starting Tuesday, July 11, and for the following two Tuesdays, you have a chance to gain deeper learning about a number of GateHouse and ThriveHive solutions. This is a great chance to get hands-on training and be able to ask questions of the trainers, as well as hear other questions from GateHouse employees just like yourself. Register here.

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