Boo! If This Doesn’t Scare You Nothing Will

5 Scary Digital Marketing Facts About Our Markets

The recent Borrell Local SMB Survey results have uncovered some frightening facts pertaining to our own markets. While they may be alarming, FEAR NOT (right, easy for you to say on Halloween eve!) we all can face the fear and help our local customers safely improve their digital marketing results. So, before I lose my nerve, here are the 5 Scariest Digital Marketing Facts In Our Markets.

  • Local businesses on average, purchase marketing from 7 separate providers.

Look over your shoulder, we are not alone. If you think you are indispensable to the local business, think again. On average businesses in our markets are purchasing from 7+ companies for supporting their digital marketing efforts. (The national average is even higher.) The scary part of this is that it’s not easy to stand out in a crowd, and the competition for us to do so is more fierce than ever. This means that we have to be on top of our game, up-to-date on ever changing products, aggressively optimizing our own recommendations, and constantly providing innovative ideas. In short, WE ARE NOT ALONE! (I hope you are not reading this all alone, late at night.)

  • Local businesses on average, spend more than 9 hours per week on marketing/advertising.

Ahhhhh! You mean that even though we are the “experts” local businesses are still allocating what turns out to be 1 full day a week just focusing on their marketing? Isn’t that our job? This must also mean that we have yet to convince our local businesses that we ARE the experts and should be considered their marketing consultants. This means that we have to be even more vocal about our own local capabilites, more openly embrace our ThriveHive teams as part of our services, and position our presence as a consultative service first, a digital marketing service provider second, and an ad placement service third.

  • Our local businesses said that online was not offered to them with their traditional media.

Ok, only 8% of the Borrell Survey respondents made this claim, but why did Cable TV (where 1/3 of our market businesses will increase spending in 2018) score 0%? With everything we are doing, with all the emphasis we are placing on our digital expertise and digital growth, even this 8% number is high. If we are truly digital first, none of our local customers, regardless of their media usage, should NOT be provided an opportunity to benefit from our expertise and added reach. This means we should be re-examining everything with which we go to market, and insuring that our digital tools are included to provide local businesses with the best opportunity, the broadest (or the most targeted) reach. No stone (except for grave stones) to be left un-turned in 2018!

  • Print media overall, is considered to be a less effective advertising medium than others.

So to put this in context, nobody said print advertising was a bad idea. It’s just that when it’s ranked against other forms of advertising, print (newspapers, magazines, printed directories, and other print) were considered less effective than almost all others. Cinema advertising also joined the “less effective” group in the survey. This should not be a scary fact in our market, because we have so many digital opportunities and digital expertise to offer. But when we go to market with our print products first, and digital products second, by default we are leading with a less effective argument, at least in the opinions of our local businesses. Print is not a bad channel to include in many proposals and campaigns. In many cases it is “one of” instead of being the primary channel. This means that our go-to-market narrative should be more about the effectiveness of our strong digital opportunities and the benefit we can add by including our print exposure. That is something that nobody else can say, and will help us stand out among the crowd. REMEMBER OUR BUSINESSES WORK WITH MORE THAN JUST US!

  • Local businesses in our markets, on average, don’t rely heavily on data to determine marketing results.

To me this might be the scariest item of them all. Word-of-mouth from clients and customers was noted by nearly 1/2 of all our survey respondents (49%) as being their preferred method of tracking results. What local businesses “see and hear with their eyes/ears” also showed up very high in preferred method of tracking results.  And 11% of the responses said they did not track results at all! While transactional data such as sales and orders was mentioned on slightly more than one-quarter of surveys (27%), hard data such as reports from media partners, call tracking, lead forms, and surveys were well down on the list. This means that many local businesses are honestly not really tracking their spending, and may not have a true grasp of their marketing ROI. Our role,as we move forward as digital and multimedia marketing consultants, will be to help our local businesses really see the results of their campaigns, against the true, stated goals of the business. This is the crux of the SALES TRANSFORMATION process we are now undergoing.

So there you have it, 5 reasons why I lose sleep at night. But that will change. As we flex our digital marketing expertise muscles even more in 2018, our customers will be seeing our capabilities more often, relying on us more heavily and making better decisions utilizing the hard data we can provide. This is all part of our changing narrative with local businesses to start describing our capabilities, and our mission, as one of digital expertise, with complementary media products that enhance robust marketing campaigns.


Quote(s) of the week

“In a chronically leaking boat, energy devoted to changing vessels is more productive than energy devoted to patching leaks.”
– Warren Buffett

 

“Sometimes good things fall apart so better things can fall together.”
– Marilyn Monroe

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 in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your 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

ENC Sales Calendar

Access the section and event sales calendar online, here.

New ThriveHive Holiday Packages

Collateral on the new ThriveHive Holiday packages can be found on the ThriveHive training site. They have also been downloaded to our drive and are available here. You will also want to check out the guidelines for selling and delivery of these valuable assets, here.

New Social Management Packaging

ThriveHive has improved the Social Management packages making them fit the way that local businesses have been requesting. While the previous packages can still be closed thru Nov. 30, you should no longer be adding them to proposals, instead moving over to the new packages. (Note: I personally closed on one of the old packages last week and will be carrying through with that sale so it’s ok to move forward with the expiring packages if you’ve already included.) Collateral on the new Social Packaging is on the TH training site, and also downloaded to our drive, here.

Presentations NEW!

New GateHouse One-Sheet Presentation Form

  • As announced in the October Roll Out Webinar, GateHouse has prepared a template for a one-sheet presentation. Multi-slide power points don’t work for all businesses. This new format includes all the salient touch-points of a great marketing campaign discussion. Please access this from the GateHouse Media Portal.
  • You can also access the Word version of this presentation here

 

 

 

Q4 & Holidays Presentations

 

NEW High Impact Inventory On All O&O Site-Interscroller Ad Position!

(Get ready for this ad position, we will be implementing it in several of our packages very quickly!)

IMPORTANT: Q4 Digital Rate Cards On The Drive

  • All new campaigns not on previously documented contracts should be on these cards.

PLEASE CHECK THE ADOPS UPDATE IN TODAY’S BLOG FOR IMPORTANT GUIDELINES TO USING THE NEW RATE CARDS!

 


AdOps

COMMUNICATION

  • All sales personnel are requested to communicate with AdOps via email for all requests.  Please help out, if you are not sending your requests via email, a face-to-face or phone request may not be fulfilled.

Digital Rates

  • All O&O campaigns should be written using the new digital rates. Please help out, campaigns may be delayed if we are uncertain of the rating. Thanks.

DIGITAL REPORTS

  • Campaign reports and monthly O&O audience reports are available on the drive. You can access them by selecting the AdOps page from the menu in the upper right hand corner of MOM!

Events & Promotion

ENC Live is…encmedialive.com

Access this site for all up to date information regarding upcoming events. We will be adding information about the Local Media Workshops very soon.

Upcoming ENCLive events

  • ENC Home & Holiday Gift Show  December 15 & 16, 2017
  • ENC Bridal & Special Event Expo  January 21, 2018
  • ENC Local Media Workshops, January 29, 2018
  • ENC Local Media Workshops, January 30, 2018
  • ENC Local Media Workshops, January 31, 2018
  • ENC Jacksonville Home & Garden Show  March 10 & 11, 2018
  • ENC New Bern Home & Garden Show  March 17 & 18, 2018

Marketing

Pie Chart of the Week

Where will digital dollars go in 2018?

Our local businesses will be expanding their digital ad spend in 2018, there is no doubt about it. We may have great ideas of our own regarding how that can be accomplished. But where do THEY say they anticipate their spending will go? The 2017 Borrell SMB Survey tells us the results from our own markets. And there are one or two surprises to be ready for.

2018 Local Online Ad Expenditures-Online Channels, Borrell 2017 Local SMB Survey (CNC Markets)

Local businesses in our own markets have told us how they may split their digital ad spending in 2018.

  • Targeted Display: 32%
  • General Search: 30%
  • Listings Search: 17%
  • Online Video: 15%
  • RoS Display: 4%
  • Email: 1%
  • Online Audio: 1%

(Click on the chart for a larger view, or to download for your presentations.)

 

This is rather significant and provides us with great direction. While all recommendations should be based on customer needs, this provides us some reassurance that Targeted Display (OnTarget & O&O) can be recommended with assurance in many cases. It is the #1 digital ad channel that our local businesses feel they need to include. We will be working hard to insure that our Targeted Display solutions are part of almost every marketing discussion we have.

  • It’s no surprise that General Search shows up so highly, nobody can argue the effectiveness and benefit of SEM campaigns.
  • Listings search does cause us to sit up and pay more attention to how we position listings, and improving them can benefit local businesses. ThriveHive’s Local Listings Builder provides ongoing benefit to local businesses that can easily be overlooked.
  • Online Video is showing up as more than a “blip on the radar” now. We can expect a great deal of discussion on how we can provide marketing value with video. Look for new product announcements coming in the New Year!
  • RoS Display, or “non-targeted” display is not expected to play a major role in most local budgets. This does not mean that our O&O sites are not primary components. It does, however, mean that much of our O&O inventory should be utilized with targeting campaigns. We CAN target on our O&O sites, provided we have offered the right instructions with a campaign to support the customer needs.

This type of chart is of great benefit when included in overall recommendations. Best practice would be to provide it as back up for the overall recommendations made. If our proposals don’t follow the exact % numbers shown that is perfectly ok. However showing how local businesses have stated they plan to focus ad budgets provides a strong un-biased argument in our favor when our solutions are including these components.

See your own local Compass Navigator in your office, or ask me for any additional information. We will also begin to roll out access to Borrell Compass to those that request. 

 


Training

…the new norm

 

November Digital Webinars from ThriveHive and GateHouse

The November Digital roll out will not feature anything new, but it will offer a recap of all the 2017 digital highlights.

  • Dates for the webinars are November 16 @ 1pm eastern and November 17 @ 10am eastern. All sales personnel are asked to attend. Registration is available on the TH training site.

Warning: The Holiday Shopping Season Has Already Begun!

Look Familiar?

 

Nearly half (45%) of Americans plan to start holiday shopping before November, with one in four starting before October, according to RetailMeNot’s 2017 Holiday Retail Trends and Guide. Retailers are capitalizing on this earlier start: Nearly 80% indicated they will begin holiday marketing efforts earlier this year. (ChainStoreAge.com)

This is just a gentle reminder that local businesses have been and are focusing on holiday sales…as we speak. Selling longer term campaigns, helping local businesses look into the future is one of the things that Sales Transformation helps us to do. And the marketing packages that we have available support this longer term focus. Here are a few ideas as we look past the next couple of weeks, and well into the year-end and beyond.

  • Start with multi-week campaigns in all discussions. Previewing next week’s ad might be a great chance to propose an 8 or even 13-week campaign surrounding the same items or sales focus.
  • Include multi-week campaign specs surrounding any single-event marketing discussions. Halloween and Black Fridays are now “seasons” and are not single day events. “…RetailMeNot expects that Black Friday deals will start well in advance of Thanksgiving Day, and last beyond Cyber Monday. In fact, the holiday shopping weekend of Thanksgiving to Cyber Monday will likely now expand into two full weeks of deals.”
  • Think of extending all campaigns with targeted digital campaigns. (And remember, they don’t need to be 3 month’s in duration, focus on the minimum “investment” not the duration.
  • Strongly consider the new ThriveHive opportunities recently reviewed n the October roll out.
  • Seriously look into the new year. Check our sales calendar. We already have events added for 2018. Local businesses will truly appreciate knowing what is coming up in the next 13-20 weeks, as well as the next 13-20 days.

Our local businesses will be here thru the end of the year, all next year and beyond. Our job is to help them maintain their successful franchises for the long haul. Focusing on that longer term time frame is what our focus is all about.


Quote(s) of the week

“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.” 
– Wayne Gretzky

 

 “Plans are of little importance, but planning is essential.”
Winston Churchill

Your MOM Knows Best 

  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your 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

Presentations NEW!

New GateHouse One-Sheet Presentation Form

  • As announced in the October Roll Out Webinar, GateHouse has prepared a template for a one-sheet presentation. Multi-slide power points don’t work for all businesses. This new format includes all the salient touch-points of a great marketing campaign discussion. Please access this from the GateHouse Media Portal.
  • You can also access the Word version of this presentation here

 

 

 

Q4 & Holidays Presentations

NEW High Impact Inventory On All O&O Site-Interscroller Ad Position!

(Get ready for this ad position, we will be implementing it in several of our packages very quickly!)

GateHouse O&O sites now have a new high impact ad position, called the Interscroller. The Interscroller runs inline within the content feed, scrolling smoothly onto and off the screen as a user scrolls through an article. It does not run on top of or block underlying content. This is on desktop and mobile with different sizes to fit, and is purchased “by day”…see rate cards. Check the CSC site for specific instructions regarding this ad position and a working example. (Please access this site frequently for updates.)

IMPORTANT: Q4 Digital Rate Cards On The Drive

  • All new campaigns not on previously documented contracts should be on these cards.

PLEASE CHECK THE ADOPS UPDATE IN TODAY’S BLOG FOR IMPORTANT GUIDELINES TO USING THE NEW RATE CARDS!


Sales Transformation

Back to Basics

Sales Transformation is not a method or a training chapter, it’s how we conduct our daily business. We’ll be discussing this again on a weekly basis. But here’s an early tip for those that wish to get a head start on our renewed focus.

If nothing else…start with the first three steps. Without these, we don’t get to a final close.

  1. Plan
  2. Call Opening
  3. Needs Assessment

These will be steps that we’ll be reviewing on a weekly basis going forward.

Need help, just shout out.  And don’t forget to check out the Sales Transformation folder on the drive for documents, presentations and a full size version of the Sales Process Chart!

 

 

 


AdOps

COMMUNICATION

  • All sales personnel are requested to communicate with AdOps via email for all requests.  Please help out, if you are not sending your requests via email, a face-to-face or phone request may not be fulfilled.

Digital Rates

  • All O&O campaigns should be written using the new digital rates. Please help out, campaigns may be delayed if we are uncertain of the rating. Thanks.

DIGITAL REPORTS

  • Campaign reports and monthly O&O audience reports are available on the drive. You can access them by selecting the AdOps page from the menu in the upper right hand corner of MOM!

Events & Promotion

ENC Live is…encmedialive.com

ENC Media Group’s events are now available with their own website, encmedialive.com. ENC Live is also now available from JDNews.com, Kinston.com, and NewBernsj.com, via the left hand menu navigation. We will be pointing all future website navigation for our live events to this website, and updating the site with appropriate detail and information. This is just another step in ENC’s evolution as a leading marketing services provider in the eastern and coastal North Carolina region.

 

Upcoming ENCLive events

  • ENC Home & Holiday Gift Show  December 15 & 16, 2017
  • ENC Bridal & Special Event Expo  January 21, 2018
  • ENC Jacksonville Home & Garden Show  March 10 & 11, 2018
  • ENC New Bern Home & Garden Show  March 17 & 18, 2018

 

I Love USA Photo Contest CLOSING Soon-JDNews and Kinston!

4 weeks of audience participation

  • Patriotic photo submissions
  • Winning photo is picked, by our internal panel.
  • Winning photo submission earns a $100 gift card

Title Sponsorship-8 weeks of advertising

  • ¼ pg each week
  • Targeted (OnTarget) Display advertising, or Facebook Ad campaign
  • Sponsorship branding (logo) on all in-paper promotion
  • Branding on all Facebook posts to our own (Sun Journal) followers
  • Email blasts to our own registered user

Sales one-sheet is on the drive!

Already sold on NewBernsj.com!

 


Marketing

Pie Chart of the Week

A Sales Idea-Thinking Ahead

Tax time is far off right? But planning for it is going on right now. Accountant firms need to look ahead, they need to make sure they will be seen when individuals and businesses are looking.

This past week, a proposal went out to a CPA firm that did just this…using the Borrell Compass data to show where accountants will be spending their ad budgets in 2018. Below is the chart that shows how important online channels are, and will be for this business segment.

 

2018 Advertising Forecasts-Accountants, Coastal North Carolina

  • Online: 54%
  • Direct Mail: 14%
  • Out of Home: 11%
  • Directories: 11%
  • Radio: 6%
  • Newspaper: 2%
  • …and so on

So, this is the time to start discussions with CPA firms for their 2018 business and Online channels are the primary focus. Check in with them now, waiting until we are in the season will be too late!

 Remember, these results are directly from local SMB’s in OUR MARKETS! They are not just national numbers.

 


Training

…the new norm

 

Did You Attend The October Digital Roll-out Webinars-LAST WEEK!

 

  • The deck and recorded webinar is available on the ThriveHive training site, under What’s New.”

Are The Solutions You Recommend Really Effective?

Social Media Considered The Most Effective Ad Medium By Local SMB’s

ef·fec·tive·ness   /iˈfektivnəs/   noun
-the degree to which something is successful in producing a desired result; success.

The whole idea of a local business investing a portion of their hard-earned sales dollars on an advertising campaign is to generate a specific set of results. Do we pay attention to this all the time? Are we employing the right media channel, or product, to produce a desired result? Most often we think we are.

If our local customers could choose their most effective media, what would it be?

The recent Borrell SMB Survey results show something that has been growing for a few years now. And that is that Social Media is considered the most effective advertising media that local business can employ.

Click on the above chart for a larger view.

Social media ranks higher than all other methods on the recent survey. And among all the methods of advertising ranked as “moderately effective” or better, only TV and Postal Mail are channels we can’t deliver. So that means that most local business should think of us as purveyors of “effective” media, right?

What isn’t effective?

It looks like a pattern is starting to arise when considering how “effective” advertising methods really are. The ability to target is an important components of improved effectiveness. Among those that were not ranked at least “moderately effective” we start to see a number of channels that don’t offer good targeting options, such as un-targeted ROS ad banners, newspapers, magazines, online classifieds and directories. Some of these are products, or media, that we regularly recommend to our local customers.

So what am I supposed to do about it?

  • Social media ranks higher than any other media in this recent survey. We should be very aware of all social media options we can offer and how they can benefit local businesses. “Not” knowing our social capabilies is not an option.
  • Search engine marketing and email marketing are also ranked very highly in their effectiveness. We tend to look at pricing as a barrier for our local customers to utilize these components. Remember that these are more “effective” channels than many others. And “effectiveness” in a marketing campaign is really what we are aiming for.
  • Event Marketing, Geo-targeting, and Video ads also rank at least as moderately effective by local businesses. We can probably be more aggressive in our discussion of “events” with local businesses and also be more quick to discuss targeted display, again not letting price be a barrier in those conversations.
  • Native Advertising is also noted as an effective format of advertising. We can start discussing that very quickly, but for now it might be wise to start researching what it is and how it works. This will be at our doorstep very soon.

None of this suggests that any category of advertising that is not ranked as at least “moderately effective” will not aid local businesses. Newspapers are still a strong component in most SMB ad campaigns. But there is a reason why SMB’s have prioritized their confidence in the channels listed in this survey. Being better acquainted with the capabilities of all of our components just might change what we end up proposing to our local customers. They are helping us understand what is effective. It’s our role to make sure we can be effective with every campaign we execute.

 


Quote(s) of the week

“You get the job done or you don’t.” 
– Bill Belichick

 

 “I still work hard to know my business. I’m continuously looking for ways to improve all my companies, and I’m always selling. Always”
Mark Cuban

Your MOM Knows Best 

  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your 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!!!-Interscroller Ad Position, New High Impact Inventory

(Get ready for this ad position, we will be implementing it in several of our packages very quickly!)

GateHouse O&O sites now have a new high impact ad position, called the Interscroller. The Interscroller runs inline within the content feed, scrolling smoothly onto and off the screen as a user scrolls through an article. It does not run on top of or block underlying content. This is on desktop and mobile with different sizes to fit, and is purchased “by day”…see rate cards. Check the CSC site for specific instructions regarding this ad position and a working example. (Please access this site frequently for updates.)

IMPORTANT: Q4 Digital Rate Cards On The Drive

Please access the new Q4 digital rate cards on the drive. What to look for…

  • Increase “base” rate for O&O Audience Packages
  • Premium charge for any campaign requesting specific ad units
  • Also please look at the “premium” targeting charges for OnTarget. These have been in play for a number of months but it looks like they have been overlooked.
  • Base rate for O&O using geo-targeting
  • Premium targeting fee “to be added” when any other type of targeting tactic is used
  • Plus don’t overlook the volume discounts on the card.

PLEASE CHECK THE ADOPS UPDATE IN TODAY’S BLOG FOR IMPORTANT GUIDELINES TO USING THE NEW RATE CARDS!

Q4 & Holidays Presentations

Packages, Pricing, and Presentations

Packages, pricing, and presentations are on the drive! 

There are many reasons to see all local businesses today about a strong finish to 2017. And ENC’s pricing is already set. Check out the deck from our Q4 kick off, plus the Q4 customer presentation template. You will also see sample presentations for guidance.

Remember, most local businesses are expecting a stronger holiday season this year, help them make that come true with our great Q4 bundles!

 


Sales Transformation

Back to Basics

Sales Transformation is not a method or a training chapter, it’s how we conduct our daily business. We’ll be discussing this again on a weekly basis. But here’s an early tip for those that wish to get a head start on our renewed focus.

If nothing else…start with the first three steps. Without these, we don’t get to a final close.

  1. Plan
  2. Call Opening
  3. Needs Assessment

These will be steps that we’ll be reviewing on a weekly basis going forward.

Need help, just shout out.  And don’t forget to check out the Sales Transformation folder on the drive for documents, presentations and a full size version of the Sales Process Chart!

 

 

 


AdOps

DIGITAL REPORTS

  • Now located on the AdOps page MOM, access from the Blog menu (upper right corner)

COMMUNICATION

  • All sales personnel are requested to communicate with AdOps via email for all requests. Please help out, if you are not sending your requests via email, a face-to-face or phone request may not be fulfilled.


Events & Promotion

ENC Live is…encmedialive.com

ENC Media Group’s events are now available with their own website, encmedialive.com. ENC Live is also now available from JDNews.com, Kinston.com, and NewBernsj.com, via the left hand menu navigation. We will be pointing all future website navigation for our live events to this website, and updating the site with appropriate detail and information. This is just another step in ENC’s evolution as a leading marketing services provider in the eastern and coastal North Carolina region.

 

Upcoming ENCLive events

  • ENC Home & Holiday Gift Show  December 15 & 16, 2017
  • ENC Bridal & Special Event Expo  January 21, 2018
  • ENC Jacksonville Home & Garden Show  March 10 & 11, 2018
  • ENC New Bern Home & Garden Show  March 17 & 18, 2018

 

I Love USA Photo Contest STILL Available-JDNews and Kinston!

4 weeks of audience participation

  • Patriotic photo submissions
  • Winning photo is picked, by our internal panel.
  • Winning photo submission earns a $100 gift card

Title Sponsorship-8 weeks of advertising

  • ¼ pg each week
  • Targeted (OnTarget) Display advertising, or Facebook Ad campaign
  • Sponsorship branding (logo) on all in-paper promotion
  • Branding on all Facebook posts to our own (Sun Journal) followers
  • Email blasts to our own registered user

Sales one-sheet is on the drive!

Already sold on NewBernsj.com!

 


Marketing

Pie Chart of the Week

REPEAT-2018 Advertising Budget Forecast, With A Slightly Different View (Available NOW!)

This is a repeat of last week’s chart showing 2018 spending forecasts for the Coastal North Carolina region. This is a slightly different view but the data is all the same. You may locate, and download these charts, from the drive, here.

 

2018 Advertising Forecasts-Local SMB’s Coastal North Carolina

  • Online: 54%
  • Local TV: 9%
  • Newspapers: 8%
  • Radio: 7%
  • Direct Mail: 5%
  • Other Print: 4%
  • …and so on

 

 

2018 Online Advertising Forecasts-Local SMB’s Coastal North Carolina

  • Targeted Display: 32%
  • General Search: 30%
  • Listings Search: 17%
  • Online Video: 15%
  • ROS Display: 15%

 

 

Remember, these results are directly from local SMB’s in OUR MARKETS! They are not just national numbers.

 


Training

…the new norm

 

October Digital Rollout Webinars-THIS WEEK!

  • Please register for one of the two (2) Digital Roll Out webinars for October, (10/19 or 10/20.)  These webinars will discuss very important updates and new offerings from ThriveHive and GateHouse. Register thru the GateHouse LMS.

For more information see the ThriveHive training website from your LMS.

UPDATE-GATEHOUSE OCTOBER ROLLOUT REGISTRATION

GateHouse October Roll Out

Advance Registration Required

The October Digital Rollout Webinar’s are scheduled for Oct. 19 @ 1:00 PM and Oct. 20 @ 10:oo AM. There will be an important product update announced on the ThriveHive side, as well as general updates from both ThriveHive and GateHouse. Please make sure you register for one of the sessions, here.

Local SMB’s Plan to Spend 54% Of Their 2018 Ad Budgets On Digital Channels

The 2017 Borrell SMB Survey results are now officially in. And our own local businesses are telling us a great deal of their 2018 outlook. (Click the accompanying chart for a larger view.)

We are digital marketers first, everything else comes after.

If there was ever any doubt about what business we are in today, the new survey results should provide clarity. Our own local businesses told us that they expect to devote 54% of their ad budgets to online channels. In fact Online spending is one of only 4 media categories (joining Cinema, Out of Home, and Telemarketing) that shows growth compared to the last full-year spend in 2016. Newspaper share of total budgets is falling again, and will represent just 8% of local ad budgets, resting between Local TV and Radio.

Path of least resistance…would I rather talk about the 54% or the 8%?

That’s a question that we should really be discussing with customers. They are the ones that are telling us that more than half their efforts are devoted to digital channels. We still have print in our arsenal. But “leading with digital” has not come easy. But that is easier today more than ever before, because it represents more than half of our customer’s total spending!

Two-thirds is the real goal!

If you look a little deeper at the Borrell SMB survey results, you start to see our real opportunity lies in our media mix, not just in becoming digital. (Click the chart for a larger view.)

Nobody said that news-papers are dead, they just don’t represent the same thing they used to. Local businesses are still forecasting they will be part of their plans. And these same local SMB’s are also forecasting use of niche publications (special sections, Discover magazines, My (Lifestyle) Magazines in the form of “Other Print.”

  • Online: 54%
  • Newspaper: 8%
  • Other Print: 4$

So if you look at what we truly represent in TOTAL opportunities for local businesses (Online, Newspaper, and Other Print) our real opportunity is just short of two-thirds of all local ad spending. And by simply determining what the total ad budget can and should be, we need to be recommend a wise use of 67% of it!

2018 will demand a significant shift if going to market. We’ll provide more information on this in the coming weeks. The first steps are becoming more proficient in all the tools we have at our disposal in order to support the 54% (and growing) digital share of ad spend. Our local business customers deserve that.


Quote(s) of the week

“I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.” 
– Jimmy Dean
 “The future ain’t what it used to be.”
― Yogi Berra

New Features On MOM!! 

  • The menu in the upper right menu is an easy access for reports and contacts that you will need to keep handy. 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.
  • Follow MOM, 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.
  • Rate any post, or leave a comment.
  • MOM is available on ALL devices…desktop, mobile (Android & iOS), and tablet.

This is your MOM, at least at work that is.


Sales

NEW!!!-Interscroller Ad Position, New High Impact Inventory

GateHouse O&O sites now have a new high impact ad position, called the Interscroller. The Interscroller runs inline within the content feed, scrolling smoothly onto and off the screen as a user scrolls through an article. It does not run on top of or block underlying content. This is on desktop and mobile with different sizes to fit, and is purchased “by day”…see rate cards. Check the CSC site for specific instructions regarding this ad position and a working example. (Please access this site frequently for updates.)

IMPORTANT: Q4 Digital Rate Cards On The Drive

Please access the new Q4 digital rate cards on the drive. What to look for…

  • Increase “base” rate for O&O Audience Packages
  • Premium charge for any campaign requesting specific ad units
  • Also please look at the “premium” targeting charges for OnTarget. These have been in play for a number of months but it looks like they have been overlooked.
  • Base rate for O&O using geo-targeting
  • Premium targeting fee “to be added” when any other type of targeting tactic is used
  • Plus don’t overlook the volume discounts on the card.

Q4 & Holidays Presentations

Packages, Pricing, and Presentations

Packages, pricing, and presentations are on the drive! 

There are many reasons to see all local businesses today about a strong finish to 2017. And ENC’s pricing is already set. Check out the deck from our Q4 kick off, plus the Q4 customer presentation template. You will also see sample presentations for guidance.

Remember, most local businesses are expecting a stronger holiday season this year, help them make that come true with our great Q4 bundles!

 


AdOps

COMMUNICATION

  • All sales personnel are requested to communicate with AdOps via email for all requests. Please help out, if you are not sending your requests via email, a face-to-face or phone request may not be fulfilled.

DIGITAL REPORTS

  • Now located on the AdOps page MOM, access from the Blog menu (upper right corner)

Events & Promotion

ENC Live is…encmedialive.com

ENC Media Group’s events are now available with their own website, encmedialive.com. ENC Live is also now available from JDNews.com, Kinston.com, and NewBernsj.com, via the left hand menu navigation. We will be pointing all future website navigation for our live events to this website, and updating the site with appropriate detail and information. This is just another step in ENC’s evolution as a leading marketing services provider in the eastern and coastal North Carolina region.

 

Upcoming ENCLive events

  • ENC Home & Holiday Gift Show  December 15 & 16, 2017
  • ENC Bridal & Special Event Expo  January 21, 2018
  • ENC Jacksonville Home & Garden Show  March 10 & 11, 2018
  • ENC New Bern Home & Garden Show  March 17 & 18, 2018

Best of the Best-Readers Choice Events

  • Kinston Best of the Best, CSS Neuse Interpretive Center, 10/10/17, 5 pm – 7 pm

 

I Love USA Photo Contest Now Available!

4 weeks of audience participation

  • Patriotic photo submissions
  • Winning photo is picked, by our internal panel.
  • Winning photo submission earns a $100 gift card

Title Sponsorship-8 weeks of advertising

  • ¼ pg each week
  • Targeted (OnTarget) Display advertising, or Facebook Ad campaign
  • Sponsorship branding (logo) on all in-paper promotion
  • Branding on all Facebook posts to our own (Sun Journal) followers
  • Email blasts to our own registered user

Sales one-sheet is on the drive!

Already sold on NewBernsj.com!


Marketing

Pie Chart of the Week

2018 Advertising Budget Forecast…54% to Digital

This is a repeat from the opening comments on today’s blog, but it bears repeating and also demands it’s own treatment.

2018 Advertising Forecasts-Local SMB’s Coastal North Carolina

  • Online: 54%
  • Local TV: 9%
  • Newspapers: 8%
  • Radio: 7%
  • Direct Mail: 5%
  • Other Print: 4%

…and so on

 

Please remember, these results are directly from local SMB’s in OUR MARKETS! They are not just national numbers.

 

And if you consider the channels that we are bringing to our markets on a daily basis, our overall recommendations honestly deserve a commanding presence, nearly two-thirds of local ad budgets!

54% = 8% = 4% = 66%!

 

 

 


Training

…the new norm

 

October Digital Rollout Webinars

  • Please register for one of the two (2) Digital Roll Out webinars for October, (10/19 or 10/20.)  These webinars will discuss very important updates and new offerings from ThriveHive and GateHouse. Register thru the GateHouse LMS.

REMINDER…Upload Your Google Analytics for Beginners Certificate

  • Please go to the ThriveHive training website for instructions how to upload your Google Analytics for Beginners certificate. All MMSE’s are requested to do this. DUE DATE: Friday, 9/29/17.

For more information see the ThriveHive training website from your LMS.

 

 

 

 

DIGITAL MARKETERS FIRST…EVERYTHING ELSE COMES AFTER

Local SMB’s Plan to Spend 54% Of Their 2018 Ad Budgets On Digital Channels

The 2017 Borrell SMB Survey results are now officially in. And our own local businesses are telling us a great deal of their 2018 outlook. (Click the chart above for a larger view.)

We are digital marketers first, everything else comes after.

If there was ever any doubt about what business we are in today, the new survey results should provide clarity. Our own local businesses told us that they expect to devote 54% of their ad budgets to online channels. In fact Online spending is one of only 4 media categories (joining Cinema, Out of Home, and Telemarketing) that shows growth compared to the last full-year spend in 2016. Newspaper share of total budgets is falling again, and will represent just 8% of local ad budgets, resting between Local TV and Radio.

Path of least resistance…would I rather talk about the 54% or the 8%?

That’s a question that we should really be discussing with customers. They are the ones that are telling us that more than half their efforts are devoted to digital channels. We still have print in our arsenal. But “leading with digital” has not come easy. But that is easier today more than ever before, because it represents more than half of our customer’s total spending!

Two-thirds is the real goal!

If you look a little deeper at the Borrell SMB survey results, you start to see our real opportunity lies in our media mix, not just in becoming digital. (Click the chart for a larger view.)

Nobody said that news-papers are dead, they just don’t represent the same thing they used to. Local businesses are still forecasting they will be part of their plans. And these same local SMB’s are also forecasting use of niche publications (special sections, Discover magazines, My (Lifestyle) Magazines in the form of “Other Print.”

  • Online: 54%
  • Newspaper: 8%
  • Other Print: 4$

So if you look at what we truly represent in TOTAL opportunities for local businesses (Online, Newspaper, and Other Print) our real opportunity is just short of two-thirds of all local ad spending. And by simply determining what the total ad budget can and should be, we need to be recommend a wise use of 67% of it!

2018 will demand a significant shift if going to market. We’ll provide more information on this in the coming weeks. The first steps are becoming more proficient in all the tools we have at our disposal in order to support the 54% (and growing) digital share of ad spend. Our local business customers deserve that.


Quote(s) of the week

“I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.” 
– Jimmy Dean
 “The future ain’t what it used to be.”
― Yogi Berra

New Features On MOM!! 

  • The menu in the upper right menu is an easy access for reports and contacts that you will need to keep handy. 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.
  • Follow MOM, 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.
  • Rate any post, or leave a comment.
  • MOM is available on ALL devices…desktop, mobile (Android & iOS), and tablet.

This is your MOM, at least at work that is.


Sales

NEW!!!-Interscroller Ad Position, New High Impact Inventory

GateHouse O&O sites now have a new high impact ad position, called the Interscroller. The Interscroller runs inline within the content feed, scrolling smoothly onto and off the screen as a user scrolls through an article. It does not run on top of or block underlying content. This is on desktop and mobile with different sizes to fit, and is purchased “by day”…see rate cards. Check the CSC site for specific instructions regarding this ad position and a working example. (Please access this site frequently for updates.)

IMPORTANT: Q4 Digital Rate Cards On The Drive

Please access the new Q4 digital rate cards on the drive. What to look for…

  • Increase “base” rate for O&O Audience Packages
  • Premium charge for any campaign requesting specific ad units
  • Also please look at the “premium” targeting charges for OnTarget. These have been in play for a number of months but it looks like they have been overlooked.
  • Base rate for O&O using geo-targeting
  • Premium targeting fee “to be added” when any other type of targeting tactic is used
  • Plus don’t overlook the volume discounts on the card.

Q4 & Holidays Presentations

Packages, Pricing, and Presentations

Packages, pricing, and presentations are on the drive! 

There are many reasons to see all local businesses today about a strong finish to 2017. And ENC’s pricing is already set. Check out the deck from our Q4 kick off, plus the Q4 customer presentation template. You will also see sample presentations for guidance.

Remember, most local businesses are expecting a stronger holiday season this year, help them make that come true with our great Q4 bundles!

 


AdOps

COMMUNICATION

  • All sales personnel are requested to communicate with AdOps via email for all requests. Please help out, if you are not sending your requests via email, a face-to-face or phone request may not be fulfilled.

DIGITAL REPORTS

  • Now located on the AdOps page MOM, access from the Blog menu (upper right corner)

Events & Promotion

ENC Live is…encmedialive.com

ENC Media Group’s events are now available with their own website, encmedialive.com. ENC Live is also now available from JDNews.com, Kinston.com, and NewBernsj.com, via the left hand menu navigation. We will be pointing all future website navigation for our live events to this website, and updating the site with appropriate detail and information. This is just another step in ENC’s evolution as a leading marketing services provider in the eastern and coastal North Carolina region.

 

Upcoming ENCLive events

  • ENC Home & Holiday Gift Show  December 15 & 16, 2017
  • ENC Bridal & Special Event Expo  January 21, 2018
  • ENC Jacksonville Home & Garden Show  March 10 & 11, 2018
  • ENC New Bern Home & Garden Show  March 17 & 18, 2018

Best of the Best-Readers Choice Events

  • Kinston Best of the Best, CSS Neuse Interpretive Center, 10/10/17, 5 pm – 7 pm

 

I Love USA Photo Contest Now Available!

4 weeks of audience participation

  • Patriotic photo submissions
  • Winning photo is picked, by our internal panel.
  • Winning photo submission earns a $100 gift card

Title Sponsorship-8 weeks of advertising

  • ¼ pg each week
  • Targeted (OnTarget) Display advertising, or Facebook Ad campaign
  • Sponsorship branding (logo) on all in-paper promotion
  • Branding on all Facebook posts to our own (Sun Journal) followers
  • Email blasts to our own registered user

Sales one-sheet is on the drive!

Already sold on NewBernsj.com!


Marketing

Pie Chart of the Week

2018 Advertising Budget Forecast…54% to Digital

This is a repeat from the opening comments on today’s blog, but it bears repeating and also demands it’s own treatment.

2018 Advertising Forecasts-Local SMB’s Coastal North Carolina

  • Online: 54%
  • Local TV: 9%
  • Newspapers: 8%
  • Radio: 7%
  • Direct Mail: 5%
  • Other Print: 4%

…and so on

 

Please remember, these results are directly from local SMB’s in OUR MARKETS! They are not just national numbers.

 

And if you consider the channels that we are bringing to our markets on a daily basis, our overall recommendations honestly deserve a commanding presence, nearly two-thirds of local ad budgets!

54% = 8% = 4% = 66%!

 

 

 


Training

…the new norm

 

October Digital Rollout Webinars

  • Please register for one of the two (2) Digital Roll Out webinars for October, (10/19 or 10/20.)  These webinars will discuss very important updates and new offerings from ThriveHive and GateHouse. Register thru the GateHouse LMS.

REMINDER…Upload Your Google Analytics for Beginners Certificate

  • Please go to the ThriveHive training website for instructions how to upload your Google Analytics for Beginners certificate. All MMSE’s are requested to do this. DUE DATE: Friday, 9/29/17.

For more information see the ThriveHive training website from your LMS.

 

 

 

 

Are you using the right tool?

The Wrong Solution Is Like Trying to Drive A Nail With A Screwdriver

Just because it’s digital doesn’t make it the right solution.

Have you ever heard a customer say, “I’m doing digital…”? What exactly does this mean? First of all, nobody really “does” digital. A business either uses digital tools to conduct business, stay in touch with customers and providers, or market themselves. They don’t “do” digital. Unfortunately, many times “doing” digital is code for, “I have some sort of internet thing going on here, and the last guy told me it’s what I need.” What would you say if the same customer told you he/she is “doing” print? Would you ask the name of the publication? Would you ask where the publication is distributed and how? Would you ask how much the business is investing in it? Would you ask whether or not it is helping the business, or whether or not there were analytics to show this? Doing digital, is not the goal, succeeding in business is. And among the tools that can help a business succeed are a number of digital products, capabilities, and solutions that can address some specific needs.

Just because it’s a tool in my tool bag, doesn’t mean it’s going to work.

I’ve got a tool box at home, and I also have a smaller tool bag that I can carry around with me when needed. At all times, in my smaller tool bag I have a hammer, several screwdrivers, a couple of wrenches, a small saw, as well as an assortment of nails, screws, nuts, bolts, etc. When I need to unscrew a wall socket, I grab my screwdriver. It works (no room to debate Phillips vs flat-head here) because it’s designed to turn the screw. It doesn’t work just because it’s in my tool bag. There are a number of other items in the same bag that won’t do me any good. They are in the same bag, but they are not designed to turn screws.

Not all nails do the same work.

I am great with a hammer and a nail. I can pound that sucker in with the best of ’em. But before I do, I kind of need to know why. Is it a nail that is going to hold up and proudly display a picture of my Grandma Daisy, or is it a nail intended for a 2×4 to support flooring of a new deck on the back of my house? Depending on which one, I am going to choose the right nail, maybe a different hammer, and use some thinking as to how many other nails I am going to have to hammer.

I also know how to use a saw, but…

I can saw a straight line with my eyes closed (not really, it’s just a saying used for emphasis.) But remember, a saw doesn’t do the same thing as a hammer or screwdriver. It’s in my bag all right, but it’s not going to accomplish what either of those other tools can, and vice versa. If the job requires free form cutting around curves and demands a jig saw, I have been known to botch the work. And if the job demands a mitre box to do the cutting, well frankly I just don’t have one. I have to ask for assistance in either case. But that’s ok. Not everyone knows it all. I am pretty good around the house with my hands. But I am not an expert with a jig saw, and I know where I can find one.

Enough with the tool talk. Different tools accomplish different jobs. Same for digital tools.

Consumers are constantly floating between various stages of a buying cycle. They are either just becoming aware of products or services, considering them, evaluating them or actually purchasing them. These are distinctly different stages, just like distinctly different jobs. Our digital tools can address all of these, but all of them don’t address them all simultaneously. All of the tools in my tool bag don’t accomplish all the tasks I have at home. Same goes for our digital tool bag. Knowing which ones accomplish the distinctly different goals make us all better digital handy men (and women.)


Quote of the week

“If the only tool you have is a hammer, you tend to see every problem as a nail.” 
– Abraham Maslow

Getting To Know Your MOM

  • Follow MOM, 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.
  • 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.
  • Rate any post, or leave a comment. 
  • MOM is available on ALL devices…desktop, mobile (Android & iOS), and tablet.

This is your MOM, at least at work that is.


 Helpful Presentation from Another GateHouse Location

 


Sales

IMPORTANT: Q4 Digital Rate Cards On The Drive

All sales not on a written contract or Q4 bundle should be using the new Q4 rates. 

Please access the new Q4 digital rate cards on the drive. What to look for…

  • Increase “base” rate for O&O Audience Packages
  • Premium charge for any campaign requesting specific ad units
  • Also please look at the “premium” targeting charges for OnTarget. These have been in play for a number of months but it looks like they have been overlooked.
  • Base rate for O&O using geo-targeting
  • Premium targeting fee “to be added” when any other type of targeting tactic is used
  • Plus don’t overlook the volume discounts on the card.

Q4 & Holidays Presentations

Packages, Pricing, and Presentations

Packages, pricing, and presentations are on the drive! 

There are many reasons to see all local businesses today about a strong finish to 2017. And ENC’s pricing is already set. Check out the deck from our Q4 kick off, plus the Q4 customer presentation template. You will also see sample presentations for guidance.

Remember, most local businesses are expecting a stronger holiday season this year, help them make that come true with our great Q4 bundles!


AdOps

All sales personnel are requested to communicate with AdOps via email for all requests. Please help out, if you are not sending your requests via email, a face-to-face or phone request may not be fulfilled.

Notes from Tina…

  • Just a reminder to be patient with the ad ops team as we transition through the redeployment of responsibilities.
  • We would like to wish Megan Diaz Good Luck in her future endeavors, we will surely miss her!

Special note on ATOL…

Please make sure that you are following the correct protocol for INF. This is important as we will be charged extra for each revision when not considered an INF. When submitting an INF, please explain in detail what needs to be changed. Example below. While this is a little extra effort up front, it will result in you not having to send it back. We will begin collecting information from each person that uses ATOL to send to submit to try to get our ad’s back as per our original requests. Your help is truly appreciated in order to help to improve the situation.

(Click the graphic for a larger version.)

DIGITAL REPORTS

  • Now located on the AdOps page MOM, access from the Blog menu (upper right corner)

Events & Promotion

ENC Live is…encmedialive.com

ENC Media Group’s events are now available with their own website, encmedialive.com. ENC Live is also now available from JDNews.com, Kinston.com, and NewBernsj.com, via the left hand menu navigation. We will be pointing all future website navigation for our live events to this website, and updating the site with appropriate detail and information. This is just another step in ENC’s evolution as a leading marketing services provider in the eastern and coastal North Carolina region.

Upcoming ENCLive events

  • ENC Home & Holiday Gift Show  December 15 & 16, 2017
  • ENC Bridal & Special Event Expo  January 21, 2018
  • ENC Jacksonville Home & Garden Show  March 10 & 11, 2018
  • ENC New Bern Home & Garden Show  March 17 & 18, 2018

I Love USA Photo Contest

A very special opportunity for a local business to show its pride in the USA

  • 4 weeks of audience participation
  • Patriotic photo submissions
  • Winning photo is picked, by our internal panel.
  • Prize for the winning photo, a $100 gift card

Title Sponsorship

8 weeks of advertising

  • 8 qtr. pgs
  • $1,500 worth of targeted digital display
  • 8 qtr. pgs of contest promotion
  • 4 weeks of FB posts to our followers
  • 4 email blasts to our registered user base
  • $5,900 value for only $2,400

Marketing

Pie Chart of the Week

(Due to a temporary technical interruption from Borrell Assoc., there is no “pie” today. Pie will be on the menu next week. )

 

 

 


Training

…the new norm

 

Have you logged on to the LMS this week? Set aside 50 minutes each week, one session or two 25 minute sessions, to review the latest from ThriveHive. This will go a long way to improve your ability to use all the tools in your tool bag.