EBENEZER SCROOGE-MULTIMEDIA SALES EXECUTIVE?

He Did It All In Just One Night!

Hi, I’m Ebenezer, Multimedia Sales Consultant. And I am a new man. Last night I was visited by 3 spirits, and they showed me where I’ve been, where I am today, really, in the eyes of advertisers and clients, and where I am going. As my new “bestie” Spirit # 3 put it, these were the “shadows of things that May be…”, (“May” being the operable word.) I didn’t get much sleep last night, but I’m still feeling energized. “I am as light as a feather, I am as happy as an angel, I am as merry as a schoolboy. I am as giddy as”, ok enough of the book excerpts, you get the picture. There’s much to be excited about! Let me tell you about last night.

Spirit #1, The Spirit of Newspapers Past. He took me to my old newspaper, I remember the pace, it was slower than today, things seemed more manageable. Advertisers were a little more interested in the newspaper and what I had to offer.

But as time went on, a few more competitive options started to arise, and then local businesses started to ask a question or two about measuring responses, audience reach, demographics, etc. It was ok for a while because I could adjust the ad rates to quiet some of the questions, but the competition seemed to be getting tougher all the time. Then there was this digital thing coming along, what was that about? Looked like a fun toy but gave me an uncomfortable feeling.

Spirit #2, The Spirit of Newspapers Present. She let me see today’s world as it really is, through the eyes of local businesses, not the perspective that I have from inside the operation. All the businesses I know were there, they knew who I was, and they knew my newspaper reached an audience. But they also knew it is not the only audience. So I make sure that I am able to tell them I “do digital” also. But they hearing the same thing from 18-20 other marketing service providers every month that sound eerily similar. And a bunch of them are pretty good. As a result the same customers I am serving are also doing business with them, as many as 8 or 9 them…and I thought I had my bases covered!.

So this spirit showed me that I am just one of many providers that serve local businesses. And she reminded me that I have to stay on top of ongoing changes in new opportunities for local businesses, that means constant training. Because if I don’t, one of these other guys will. This spirit showed me today’s world like a local business owner sees it. They have alot of options, and just because I have the newspaper at my side, that doesn’t change that fact that they only want the best service, advice and results.

Spirit #3, The Spirit of Newspapers Future. This was the spirit I “fear more than any spectre I have seen”. This guy was scary, looked kind of like a cross between Bill Belichik and Darth Vader. What spirit #3 showed me didn’t look like newspapers at all. Nobody was looking or talking about a newspaper. Everyone was looking at, or texting on a mobile device. Shoppers were comparing prices, sending messages to their friends, and reading reviews, and entering reviews. They were doing this all hours of the day…and night. Spirit #3 showed me local businesses that were looking at the results of their marketing campaigns on a tablet and mobile device using a dashboard, but not mine, it was a competitor’s dashboard. Sheeze…everyone has a dashboard!

And at the end of my visit with spirit #3, I was left alone looking at a slab of granite, a gravestone, with “NEWSPAPERS” carved into the facing. I yelled out loud…”Spirit (and clutched at his robe, or hoody, I am not quite sure), hear me! I am not the man I was. I will not be the man I must have been… Why show me this, if I am past all hope?”

The next thing I knew I was awake, it was already dawn. Fearing the worst, I looked outside and was relieved to see daily newspaper lying on my front porch. But I also looked at my phone to catch updates, and reviewing my social media feed, and national news on my tablet. My newspaper was still there, the future on the gravestone that Spirit #3 showed me has not occurred, and there is can still maintain my relevance in my own local community. At that moment, I understood that it’s not about the “news” or the “paper”…and I committed to being “as good a master” of emerging marketing channels for local businesses as possible.

 

 

 


Quote of the week

“See, you know how to take the reservation, you just don’t know how to *hold* the reservation and that’s really the most important part of the reservation, the holding. Anybody can just take them. ”
-Jerry Seinfeld 

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

UPDATE! ENC Front Page (STICKY NOTE) Sales Blitz

Remember the dates for the sales blitz are Dec 4 thru Dec 8. Expect Weeks personnel to be on site as follows:  Jacksonville, Mon, Tues, Thurs. Fri; Kinston, Tues, Wed, Thurs; New Bern, Mon, Wed, Fri. If you are unable to schedule on these days for your office, don’t worry. We will see that Weeks personnel or ENC personnel are available for any and all appointments. Please schedule all appointment on the calendars, here

  • The presentation decks, leave behinds and Letters of Commitment are located on the drive here

*Letter of commitment should be available at all times, we will accept these when reserving 2018 Sticky Note dates. 

NEW! Local Media Workshops coming in January!

We will again be hosting Michael Blinder for us “updated” small business seminars. This year look for more on social media, and packages that will be more digitally focused than ever.  Local businesses will begin to see more about this with an email campaign right after Thanksgiving, following up with social media. All MMSE’s will have collateral for email and hand outs.

Also, this year we will have local Chamber of Commerce’s in several communities as sponsors, so our communication will be stronger than ever!

  • Wilmington-Jan 17 & 18
  • ENC-Jan 29 thru 31

 ENC Sales Calendar

  • Access the section and event sales calendar online, here.

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.

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.

Presentation Templates-EZ2 yuze!

 

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 Presentations

 

 


AdOps

D-TICKET Update

  • Please make sure you are using the most updated digital ticket . And make sure that when you save it to your computer that it doesn’t look like this EIO-ENC (1). Nothing, no letter, number or symbol,  should be following ENC. If it does please rename it to reflect that.

Rich Media

  • All 2018 requests for position must be accompanied with the written commitment/contract from customers. If this is an existing 2017 commitment that was made including 2018 dates please make sure we are able to review the commitment/contract. Thanks.
  • ALL RICH MEDIA CREATIVE must be approved 48 hours in advance, and allow 48 hours for rich media ad creation. Any advertising submitted with a shorter turn-around simply cannot be fulfilled. We really do not control this here, it is the same for all GateHouse Media sales operations.

Digital Reports

  • Latest reports just uploaded!-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

NEW-Promotions Coming Your Way Soon!

  • Pro Football Playoffs
  • 2018 Tax Preparation Quizzes
  • Valentine’s Day Sweepstakes
  • College Hoops!
  • 2018 MCAS Cherry Point Air Show!
  • …and custom promotions built specifically for your own customer’s needs!

Look for details soon!

GATEHOUSE IS GIVING AWAY A TRIP TO THE SUPERBOWL!

CLOSING 12/1/17-VIP Big Game Sweepstakes

National Prize-Tickets To The Superbowl!!!

VIP Big Game Sweepstakes-Local Sponsorship

  • Multiple Sponsors
  • Presenting Sponsor (just one)
  • Sponsorship value of $22K for only $4,730
  • Co-Sponsors (multiple opportunities)
  • Sponsorship value of $12K for only $2,530
  • Both sponsorships are billed in December and January
  • Both include OnTarget campaigns and local O&O
  • Both include additional promotion, FB posts and email blasts
  • Both include custom marketing campaigns
  • Local businesses can sponsor a chance to win tickets to the Superbowl!!!

Check out the presentation deck here.

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

Training

Google Analytics for Beginners-Have You Uploaded Your Certificate?

If you have not uploaded your certificate, you have not finished the training yet! This is a very simple process. Here are instructions on how to do this. Once you have uploaded your certificate, you can consider yourself passed and on your way to the next level!

 


Marketing

NEW-Pie Chart of the Week

Furniture Sales-Ad Spending in 2018 

 

2018 spending for Furniture sales is continuing go skew heavily towards digital channels. Local TV and Newspapers are second, but a distant second at that.

  • 43%-Online
  • 11%-Newspapers
  • 11%-Local TV
  • 9% Other Print
  • 8%-Radio

 

 

 

But what is behind these numbers, or rather where the online spend is coming from is much bigger news. It turns out only channels of advertising (Online and Cinema) are going to see overall increases when comparing 2016 full year spending to 2018 forecasts.

All methods of print (newspaper, other print, and directories, i.e. Yellow Pages) are expected to see large drops in spending. Local TV, Cable TV, and Direct Mail are also expected to see drops in spending. What is not changing from 2016 to the 2018 forecast is the total ad budget, this is expected to remain relatively flat. So, simple, or not so simple, math will suggest that recommending increases in spending from local furniture sellers will mean the dollars will be coming from another pocket. Or in plain English, don’t expect increases in ad budgets, take it from the competition! 

 

Click on the graphic for a larger view. You can also copy this for use in presentations.

NEW-Google Infographics from ThriveHive

Take a look at the ThriveHive training site under Resources for a peak at the entire gallery of Google Infographics.  (These are the kind of graphics that make me look smart…and I can use all the help that I can get!) This gallery will be dynamic, more added as they are available. For now, there is a wide variety of business categories available.

Infographics are great cool ways to get the point across. Check out the entire gallery, download the one(s) that fit your customer discussions and presentations.

 

NEW-Holiday eCards Available

GateHouse Media has prepared attractive eCards for you to personalize and send to clients. You may already have seen this last week, with the recent GateHouse Sales & Marketing Newsletter. But just in case you can also access the cards and instructions here. Go ahead and download the one you wish to use, and the accompanying instructions, and share your holiday wishes for a great season and thank them for their business.

ENC Media Group Brochures

 

Just in…we have new ENC Media Group Sales Brochures that are available for all sales personnel. These great new brochures provide an overview of ENC Media Group, print and digital. As we continue to brand ourselves as a regional marketing powerhouse, this will help explain the overall capabilities and reach of our local properties, ENC Media Group, ThriveHive, and GateHouse Media.

These brochures will be available at all properties, and if you need more, let us know.

 

 


Training

…the new norm

NEW-Google Analytics for Beginners-Have You Uploaded Your Certificate?

  • If you have not uploaded your certificate, you have not finished the training yet! This is a very simple process. Here are instructions on how to do this. Once you have uploaded your certificate, you can consider yourself passed and on your way to the next level!

November Digital Webinars from ThriveHive and GateHouse

  • Don’t forget to access the rebroadcast of the GateHouse and ThriveHive November Rollout webinar, from the TH training website, under What’s New. Lot’s of great reminders of 2017 product roll outs that are proven!

WHO ARE WE?

IT’S NOT ABOUT THE MEDIA…

IT’S ABOUT THE MARKETING!

“If you want to generate enough money to support a content play, you’ll have to redefine yourself as a marketing company, not a ‘media’ company…”
-G. Borrell

The words above, come from an interview with Gordon Borrell appearing in the Nov 2, 2017 posting on StreetFightMag, you can catch it here. None of the article, or the remainder of today’s post here is an indictment of newspapers. It’s really more a gut-check for all of us, and a look in the mirror of who we are. The over-arching theme from Mr. Borrell is that local businesses (SMB’s) are devoting less ad spend to newspapers than ever before (less means less, it does not mean NO ad spend), and much more to digital marketing services.  Here are some eye-opening numbers emanating from the 2018 forecast for SMB marketing.

  • 10.5%-the approximate % of local ad spending that newspapers and their associated websites captured in 2017, nationally, (just 10.5%!)*
  • 26%-the % of SMB’s planning to decrease their ad spending on newspapers in 2018, nationally, (more than 1/4 of all local SMB’s.)**
  • 63%-the % of SMB’s planning on increasing their online ad spending in 2018, nationally, (nearly 2/3’s of all local SMB’s.)**
  • 75%-the % of overall marketing spending that SMB’s will dedicate to NON-ADVERTISING channels in 2018, (3/4’s of all SMB marketing dollars.)**
*BIA Kelsey Research
**Borrell SMB Survey-2017

This does not point to a simple shift from one type of display ad to another, (print to digital.) While targeted online display (banner advertising) will benefit from a low price barrier and a glut of offerings, it still ranks behind other advertising channels such as SEM and Social Media when it comes to effectiveness and ROI. And don’t forget that even more of the shift will be going to digital services. If 75% of total marketing spend is going to dedicated to non-advertising, that means it is going to support local business operations with services or methods such as websites, social media management, SEO, and promotions. That last one…promotions…while they also include advertising campaigns bundled into the promotional package, the budget allocation becomes a non-ad category because SMB’s lump everything involved in a promotion into one big box, labeled PROMOTION.

So, I’ve heard all this before. What does this really mean to me?

Our own local businesses have spoken. How they are going to allocate their budgets is pretty much a forgone conclusion. With whom they spend those budgets, may not be. And today, if we allow ourselves to be defined solely by our local newspaper mastheads anything we offer is presumed to be newspaper-specific.

Don’t believe me? This has already been recognized within the industry…

  • Hearst Newspapers brand themselves as Hearst Media Services
  • Gannet Newspaper titles fall under the USAToday.com Network brand
  • Portland (Maine) Press Herald, a previous workplace of Michael Blinder and myself), is part of MaineTodayMedia
  • DigitalFirst Media is the corporate (and go-to-market) brand for mastheads such as Denver Post, San Jose Mercury News and LA Daily News
  • One of Gate House’s recent acquisitions, the Jacksonville Times-Union, goes to market using Times-Union Media as their introduction
  • And similarly, CNC’s own Wilmington Star News leads with StarNews Media

All the newspapers above remain intact and as vibrant as any in the US. But their go-to-market message is about marketing and networks and an over arching digital capability. It’s not just about the name, what’s behind it is just as important. But it’s about the total package.  Newspapers are not wrong, they are not bad. They simply have a different weight and role in marketing solutions today than they did previously. And our conversations, our focus, our overall brand should reflect that. Our local markets need to see and hear that from us to know that we are aligned with the changes in their business plans.

Mr. Borrell’s recommendation is that we re-define ourselves as a provider of services…marketing services. Much of what we have to offer local businesses falls squarely within the non-ad category. This doesn’t imply we are not providing advertising opportunities, it only says that those opportunities are merely one arrow in a quiver filled with sustainable and emerging marketing options. How we define ourselves with every phone call, every visit, every email is another chance to reinforce our overall marketing services capabilities. And every time we position ourselves as the local newspaper first, we are vastly limiting our overall value to the local business community.

Every touch we make today and going forward is an opportunity to change how the market thinks about us. Every touch is a chance to help a local business solve a problem that might extend beyond a printed page. And every discussion we have is one that can truly lead to an opportunity to TRANSFORM our service and relevance to our communities.

 


Quote(s) of the week

“If you sit back & spend too much time feeling good about what you did in the past, you’re going to come up short next time ”
Bill Belichik 
“Many people spend more time in planning the wedding than they do in planning the marriage.
– Zig Ziglar

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

UPDATE! ENC Front Page (STICKY NOTE) Sales Blitz

  • ALL SALES HANDS ON DECK CONFERENCE CALL TUESDAY 11/21, 8:45-9:15. (Check email for details.)
  • We have 13 appointments set at this time for the Front Page Note sales blitz. That is an ok start as we are a couple of weeks off. But to take the pressure off everyone at the last minute, PLEASE continue to set appointments. Remember, the pricing set for this sales blitz is available ONLY for that week only. This means that if you want to offer high value, including the Front Page of the daily newspaper on the dates the customer wants, along with a short-term, high impact digital campaign at the same time, you must set the appointment. And if you want THE DATES that are right for the customer, the appointment has to be set before someone else has access. THIS PRICING IS NOT AVAILABLE BEFORE OR AFTER THIS SALES BLITZ!
  • Remember the dates for the sales blitz are Dec 4 thru Dec 8. If customers are only availble on days where a Weeks representative is not going to be on site, go ahead and set the appointment anyway. One of us will be there to insure the customer gets the best service and the best pricing.
  • All scheduled appointments should be made on the official scheduling calendars. Links to these calendars and instructions for calendar use are located on the drive here.  

NEW! Local Media Workshops coming in January!

We will again be hosting Michael Blinder for us “updated” small business seminars. This year look for more on social media, and packages that will be more digitally focused than ever.  Local businesses will begin to see more about this with an email campaign right after Thanksgiving, following up with social media. All MMSE’s will have collateral for email and hand outs.

Also, this year we will have local Chamber of Commerce’s in several communities as sponsors, so our communication will be stronger than ever!

  • Wilmington-Jan 17 & 18
  • ENC-Jan 29 thru 31

 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.

Presentation Templates-EZ2 yuze!

 

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 Presentations

 

 


AdOps

New Member of the Team

  • Please welcome Angela (Angie) Bialas to the ADOPS TEAM, joining us as an MMSS, based in Jacksonville but serving all of ENC Media Group. Her email address is abialas@jdnews.com and her desk number is 910-219-8419

D-TICKET Update

  • Please make sure you are using the most updated digital ticket . And make sure that when you save it to your computer that it doesn’t look like this EIO-ENC (1). Nothing, no letter, number or symbol,  should be following ENC. If it does please rename it to reflect that.

Holiday Deadlines

  • ALL ads for Thursday will need to be finished and approved no later than 3pm…the same for Friday.

Rich Media

  • ALL RICH MEDIA CREATIVE must be approved 48 hours in advance, and allow 48 hours for rich media ad creation. Any advertising submitted with a shorter turn-around simply cannot be fulfilled. We really do not control this here, it is the same for all GateHouse Media sales operations.

Digital Advertising Deadlines

  • We are unable to rush digital ads…with the holidays coming please keep all of this in mind so that things run smoothly for you. Again, this is not something that we control locally, GateHouse Media has thousands of ad campaigns coming in daily, we simply need to work within the timelines we currently have. 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

Check out this week’s Pie Chart of the Week for more on PROMOTIONS!

GATEHOUSE IS GIVING AWAY A TRIP TO THE SUPERBOWL!

VIP Big Game Sweepstakes

National Prize-Tickets To The Superbowl!!!

Local sponsorship of the GateHouse Pro Football Hall of Fame

VIP Big Game Sweepstakes

  • Multiple Sponsors
    • Presenting Sponsor (just one)
      • Sponsorship value of $22K for only $4,730
    • Co-Sponsors (multiple opportunities)
      • Sponsorship value of $12K for only $2,530
  • Both sponsorships are billed in December and January
  • Both include OnTarget campaigns and local O&O
  • Both include additional promotion including FB posts and email blasts to our registered database
  • Both include custom marketing campaigns
  • Local businesses can sponsor a chance to win tickets to the Superbowl!!!

Check out the presentation deck here.

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

Non-Advertising Spend…Where Will It Go? 

 

Remember, 75 cents out of every marketing dollar spent by local SMB’s will go into the “non-advertising” bucket. So, what constitutes non-advertising? From a high level, promotions makes up a pretty large piece of it, nearly 2/3’s in fact.

Aren’t there advertising campaigns tied to local promotions?

Absolutely, how else are you going to have a successful promotion. But when local business commit to a “promotion” THAT is the commitment, the ad campaign is part of the overall promotion. And therein is the way we go to market with our promotions. Smart businesses know that they are able to take advantage of these campagisn when sponsorgin a promotion.

And this is why PROMOTIONS continue to be a growing concern of our local marketing services efforts.

 

Click on the graphic for a larger view. You can also copy this for use in presentations.

NEW on MOM-Google Infographics from ThriveHive

Take a look at the ThriveHive training site under Resources for a peak at the entire gallery of Google Infographics.  (These are the kind of graphics that make me look smart…and I can use all the help that I can get!) This gallery will be dynamic, more added as they are available. For now, there is a wide variety of business categories available.

Infographics are great cool ways to get the point across. Check out the entire gallery, download the one(s) that fit your customer discussions and presentations.

 

 

ENC Media Group Brochures

 

Just in…we have new ENC Media Group Sales Brochures that are available for all sales personnel. These great new brochures provide an overview of ENC Media Group, print and digital. As we continue to brand ourselves as a regional marketing powerhouse, this will help explain the overall capabilities and reach of our local properties, ENC Media Group, ThriveHive, and GateHouse Media.

These brochures will be available at all properties, and if you need more, let us know.

 

 


Training

…the new norm

November Digital Webinars from ThriveHive and GateHouse

  • Don’t forget to access the rebroadcast of the GateHouse and ThriveHive November Rollout webinar, from the TH training website, under What’s New. Lot’s of great reminders of 2017 product roll outs that are proven!

75% OF MARKETING DOLLARS ARE NOT SPENT ON ADS. SO WHAT DO I DO NOW?

STOP SELLING ADS!

75% of local marketing budgets will be allocated to “non” advertising methods in 2018.

This comes out of the 2017 Borrell SMB survey recently conducted.

So what do we do about it? “Stop selling ads” is a little drastic, but it really refers to focusing more on the long term aspect of marketing for local businesses, and turning those one-time/special event or special section focused discussions into components of a longer term overall marketing plan…one that and enables the local business to succeed. This has been discussed frequently all during 2017, and it will need to become our normal way of doing business in 2018.

 

For those that are keeping score, this was the subject of the Feb. 6, 2017 edition of MOM (vol. 1.44). In that edition, the whole concept of selling “an ad” to a business, while totally and completely ingrained as a habit of well meaning “ad reps” it is well out of sync with today’s world. The recent Borrell SMB survey has uncovered that 75% of all local marketing dollars are going to be allocated to “non-advertising” means. That includes things like SEO, website development and maintenance, social media management, promotions, discounts, sponsorships, etc. And many of these non-advertising channels are longer term, ongoing products that simply have to be monitored and reviewed more frequently. Last week’s edition of MOM featured a graphic on this subject, the same one featured here. (You can access this graphic here, and it’s available to include as backup in any proposal and presentation.)

So what do I do now?

Our focus for all local businesses is helping them succeed. And success is defined simply as “the accomplishment of an aim or purpose.” No local business in any of our markets sets out to buy advertising. No local business owner wakes up, and looks in a mirror convincing themselves that today is the day that they will discover the perfect ad to buy. Advertising “was” our means of helping local businesses succeed yesterday. The desire to succeed has not changed, the methods for achieving success have. Today we need to stop limiting our discussions to the 25% of our local customers’ marketing and start looking at 100% of it.

How do I do that?

Here are a few ideas, some have already adopted these, that will help us turn away from single occurrence ads, to long term overall marketing services experts in the eyes of local businesses.

  • There’s still that nagging 25%…And we are in the business of seeing that we get our fair share of ad dollars in the market. But every time we talk about ad spending, ads, or ad proposals…EVERY TIME…an additional overall marketing suggestion, question, or discussion point can be included. We are marketing services experts and it’s our role to have these discussions, going well beyond the ad.
  • Poke Around (code word for do research)…most businesses we work with have a web presence. It’s a neat thing when we can do some poking around on a local business website, or social media page(s) and come up with ideas that they have not already adopted. Sharing those ideas with the perspective of an overall marketing campaign sheds new light on our abilities and capabilities with long term customers that rely on us for ads only. Our role is not to merely provide answers, it is also to question local businesses on how they are accomplish goals. We can provide answers but sometimes local businesses may not know the questions are being raised.
  • Set Your Sites On Regular KPI Achievement(s)…y’all know the KPI’s. They all discuss sales goals, and also focus on our premium ThriveHive products…plus…quarterly participation in promotions. These promotions are within the marketing buckets that may not be thought of as advertising, (even if some of the channels used are.)
  • Audience Extension With Every Event or Section…special sections and events are means to an end. Every time we discuss one of these “means” with local businesses, a longer term proposal for extending the length and breadth of the marketing message needs to be included. And if it’s a new business, of which we still no little, then a further discussion aligned with overall Sales Transformation can occur.Utilize CRM As A Guide…CRM will be the primary method of tracking. KPI’s, promotions, and ThriveHive sales can all be called out in CRM. Our ability to track and support each other utilizing CRM will be a primary reason for our successes in 2018. CRM will guide our territory and account management by reminding us of longer term goals, and enabling all discussions to revisit those same goals with appropriate recommendations to optimize ongoing campaigns.

As we noted last week, we are not done with 2017 yet, but we already know where 2018 is headed. Borrell’s survey results, forecast for 2018, show ups that spending will increase. And much of that spending will end up in non-advertising buckets. So it’s our job to help our local businesses, and STOP SELLING ADS!


Quote(s) of the week

“If you sit back & spend too much time feeling good about what you did in the past, you’re going to come up short next time ”
Bill Belichik 
“The greater danger for most of us lies not in setting our aim too high and falling short; but in setting our aim to low, and achieving our mark.”
– Michelangelo

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 Front Page (STICKY NOTE) Sales Blitz

ENC will be holding a sales blitz on Dec 4 to fill up the 2018 Front Page Note schedule. These are exclusive positions, on the front page of the daily newspaper in 2018, all accompanied with great short term digital packages, Rich Media placement, and ROP exposure. Sales only occur when appointments are set, so now is the time to start setting those appointments.

  • All scheduled appointments should be made on the official scheduling calendars. Links to these calendars and instructions for calendar use are located on the drive here.  

 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

 

 


AdOps

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

GATEHOUSE IS GIVING AWAY A TRIP TO THE SUPERBOWL!

VIP Big Game Sweepstakes

National Prize-Tickets To The Superbowl!!!

Local sponsorship of the GateHouse Pro Football Hall of Fame

VIP Big Game Sweepstakes

  • Multiple Sponsors
    • Presenting Sponsor (just one)
      • Sponsorship value of $22K for only $4,730
    • Co-Sponsors (multiple opportunities)
      • Sponsorship value of $12K for only $2,530
  • Both sponsorships are billed in December and January
  • Both include OnTarget campaigns and local O&O
  • Both include additional promotion including FB posts and email blasts to our registered database
  • Both include custom marketing campaigns
  • Local businesses can sponsor a chance to win tickets to the Superbowl!!!

Check out the presentation deck here.

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

Targeted Display Eclipses Search (Updated chart!)

Where are digital dollars going to be spent in 2018? The recent SMB surveys tell us that Targeted Display is going to continue to grow, making up almost 1/3 of all local digital spending. Search will be a close second, and interestingly, “Lisitngs” search will be #3.

Listings Search comes very close to falling in the “non-ad” spending category talked about early in today’s edition. Insuring that local listings are intact, accurate, and consistent, is now being recognized as a very strong part of an advertisers overall makreting plan.

This is a good reminder that we cannot forget about conducting Digital Audits for local businesses and watching their listings for them, closely.

True story: a recently closed TH contract in New Bern, included local listings builder for a local customer’s JACKSONVILLE location, because those listings were overlooked for a long time. The New Bern marketing sales representative did a good job of uncovering the Jacksonville problem, convincing the local New Bern business that we could help and was able to easily fit it into the overall recommendation. The hoped for result will be a much more easily found Jacksonville location for this New Bern-based business. Nice work!

Click on the graphic for a larger view. You can also copy this for use in presentations.

 

NEW!-ENC Media Group Brochures

Just in…we have new ENC Media Group Sales Brochures that are available for all sales personnel. These great new brochures provide an overview of ENC Media Group, print and digital. As we continue to brand ourselves as a regional marketing powerhouse, this will help explain the overall capabilities and reach of our local properties, ENC Media Group, ThriveHive, and GateHouse Media.

These brochures will be available at all properties, and if you need more, let us know.

 

 

 


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.

2018 AD SPENDING FORECAST-SOME GO UP, SOME GO DOWN

2018 Is Starting To Look Clearer

 

We are not done with 2017 yet, but we already know where 2018 is headed. Borrell Associates has released their forecast for 2018, based on national surveys of local businesses. And it spells out continued growth overall, but not all media will track similarly.

Overall growth for local ad spending in the United States is anticipated to increase by 7.6%. That might sound modest, or it might sound like a huge leap, depending on your perspective, (or your favorite media channel.) The 7.6% increase will be the result of a few categories receiving larger budget portions than the current year, and more categoreis receiving less than the current year. It may be no surpirse that legacy media channels make up most of the latter group.

2018 Forecast, by Media Channel, and 2018 vs 2017 forecast change
  • Online, +16.8%
  • Local TV. +14.6%
  • Out-of-home. +2.8%
  • Telemarketing, +1.4%
  • Cinema, no change
  • TV, -2.0%
  • Direct Mail, -2.8%
  • Radio, -3.0%
  • Other print, -7.0%
  • Directories, -10.1%
  • Newspapers, -10.3%

What does this mean to me?

We already know that businesses in our local markets will be devoting more than one-half of their advertising spend to online media or channels. And with the 2018 forecast telling us that online media will be the largest area of growth, the story we tell our local customers, our local markets overall, must begin to look and sound like a digital narrative, first-and-foremost! While it is true that many of the businesses in our local markets have relied upon us for print advertising, these same businesses are planning on reducing that spend, and allocating an increase spend to digital. So our primary focus should be on creating the best digital solution for most of these same businesses. And our go-to-market lyrics should look, sound, and feel like ENC Media Group is a digital-first provider. Oh yeah, we also have the best newspapers in our markets, and can reach more local residents than virtually anyone else by including print with our digital solutions. But our expertise and focus will start with digital.

If you don’t believe me, simply ask our local businesses. When they provided their responses to the Borrell SMB Survey in our markets over the summer, online channels were the clear winners in effectiveness and spending plans. Newspapers were still part of the equation, but the growth and added attention is on digital.

Changing our dialogue with the local markets is easy, but changing their perception is not as quick. Look for us to change the way we describe who and what we are in the near future. All of us individually, can be in front of that change, bu making sure that all local businesses start considering our capabilities with a digital-first understanding.


Quote(s) of the week

“The price of doing the same old thing is far higher than the price of change.”
– Bill Clinton
“Make no little plans; they have no magic to stir men’s blood and probably themselves will not be realized. ”
– Daniel Burnham
(Architect, master development plan of Chicago, downtown Washington DC, Manila)

 


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

VIP Big Game Sweepstakes

National Prize-Tickets To The Superbowl!!!

Local sponsorship of the GateHouse Pro Football Hall of Fame

VIP Big Game Sweepstakes

  • Multiple Sponsors
    • Presenting Sponsor (just one)
      • Sponsorship value of $22K for only $4,730
    • Co-Sponsors (multiple opportunities)
      • Sponsorship value of $12K for only $2,530
  • Both sponsorships are billed in December and January
  • Both include OnTarget campaigns and local O&O
  • Both include additional promotion including FB posts and email blasts to our registered database
  • Both include custom marketing campaigns
  • Local businesses can sponsor a chance to win tickets to the Superbowl!!!

Check out the presentation deck here.

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

Non-Ad Spending Dwarfs Ad Spending in 2018, or why we should stop selling ads!

Local businesses in our markets will be devoting a much greater portion of their spending to “non-advertising” methods and solutions in 2018 than on what we might consider to be “advertising.”

 

In fact, for every $1 local businesses plan to devote to advertising in 2018, they will allocate another $3 to “non-advertising” means. But what actually is “non-advertising” spending?

Click on the graphic for a larger view. You can also copy this for use in presentations.

Take a look at some of the items that make up the growing Non-Advertising category, and you will see that we actually have a great deal to say about this.

 

 

What constitutes a Non-Advertising channel?

Website building and website maintananec

SEO

Social Media Management

In-store discounts

Premium give-aways

Sponsorships

Promotions

So basically, much of what we are now calling Marketing Services falls under teh “non-advertising” umbrella. And that means that our role with local businesses is NOT about selling advertising, and IS about providing ways by which a local business owner can conduct business more effectively, and reach their audience and business goals. If you wanted to sum this up in one quick statement, it might be that we should actually “STOP SELLING ADS!”

 

 

 

 

 

 

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.