If you’ve been making multimedia recommendations to customers for a while now, this may not sound like big news. “I always recommend print with my digital proposals” you say…or vice versa. Well that is not really the case, and data further down will verify that. However additional information from Borrell Assoc. validates all the “multimedia” ideas we talk about on a regular basis.
Borrell’s 2018 SMB Survey results are in and they speak loudly to the concept that traditional media (newspapers, TV, radio, etc.) are hardly ever used without digital being added to the overall media mix.
This may not surprise you, it did not surprise the folks at Borrell for sure. But what did surprise everyone was the fact that only 5% of SMB’s surveyed said they used “only” traditional media. This was a huge drop from the year prior, and verifies the idea that SMB’s are starting to realize that multiple platforms can compliment each other, driving better results.
These results shouldn’t suggest that anything that contains print and digital is a great idea. Of course no proposal is going to work unless it’s created well and the multiple components carry the right weight. But they do suggest that local businesses are willing…no, make that anxious, to take advantage of a well crafted campaign using multiple and complimentary media channels.
As a side note, another “factoid” coming from Borrell’s recent survey is the fact that overall, newspapers are doing a better job of recommending digital than any other traditional media. (See this week’s chart of the week.) In fact, SMB’s say that digital is recommended to them 71% of the time a newspaper advertising representative proposes a schedule. That’s better than any other traditional media! The only problem is, I am still wondering what happened the other 29% of the time. Guess that just means there’s still more work to do.
For a larger version of the chart above, you can find it, and another one in today’s Chart of the Day.
Quote of the week
“It’s not that we’re a declining business, we’re in a changing business”
— Dean Singleton (former chairman of MediaNews Group)
Your MOM Knows Best
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UPDATE-Top ThriveHive Business Categories
Worth a repeat…are you fishing in the right ponds?
Below, is a list of the top categories of business for digital solutions with ThriveHive from a total contract revenue perspective. This provides great direction for prospecting efforts.
- Automotive – For Sale
- Home & Home Improvement
- Real Estate
- Attorneys & Legal Services
- Business Services
- Apparel / Fashion & Jewelry
- Education & Instruction
- Industrial & Commercial
- Restaurants & Food
- Physicians & Surgeons
- Dentists & Dental Services
- Automotive – Repair
- Financial Services/Taxes/CPA
- Sports & Recreation
- Personal Services
- Arts & Entertainment
UPDATE-New GH Presentation Template
All presentations to follow the GH template, immediately please.
- REAL presentation is available here to view how this template, and ready-to-use ThriveHive slides can be used.
- Please note that these have been introduced and are available on the GateHouse Media Portal. Effective immediately, all ENC and SNM presentations should follow the GH template, both design and content flow. These are designed to follow the Sales Transformation steps and touch points, following the format will help guide us along the way. Please access these templates regularly. (Caution-if you download to your hard drive, be prepared to access again for any changes and/or updates that may occur from GH.)
UPDATE-Campaign reports continually updated, on the drive
- Don’t forget to access the campaign reports on the drive, for our customers. These will be updated when received. Don’t expect to hear of an update, just access them and you’ll have the latest and greatest to share with clients. For ease of access, check the REPORTS page of MOM.
UPDATE!-Best of the Best-Voting Ends 8/14
Vote for Me Market Particiption
Best of the Best continues to engage our home town audiences.
- New Bern and Jacksonville are #1 and #2 in total number of votes placed in this round.
- Jacksonville and Wilmington are #1 and #2 in the number of individual people that have participated in voting, this includes Nominate Me and current Vote for Me participation.
ENC and StarNewsMedia reports are on MOM!
See the Reports page, from upper right menu of MOM!
- ENC and SNM Campaign reports
- ENC and SNM Monthly O&O Audience reports
- GateHouse inventory availability (all sites)
- ENCO&O Rich Media Calendars
- ENC Front page sticky note calendars
UPDATE-Google Digital Sales Certification
Everyone is required to renew, or pass for the first time, the Google Digital Sales Certification. Here’s our tracker showing who has completed and passed this certification…
- When you have passed, send me your certificate.
UPDATE-July 2018 Digital Webinars from GateHouse and ThriveHive
- The August Digital Updates from GH and TH will take place on Thursday, August 23rd at 1pm EST and Friday August 24th at 10am EST. Register for one of these sessions on the ThriveHive training website.
Chart of the Week-Who’s Recommending Digital?
Seems like newspapers are doing a little better than most other traditional media in making digital recommendations to local businesses.
Newspaper sales representatives recommended digital 71% of the time with a newspaper proposal.
SMB’s purchased digital from newspaper sales reps 56% of the time, second only to printed directories’ 58%.
They were unsuccessful 15% of the time, which is higher than most, which likely means there’s more work to do on justifying the recommendation.
An amazing statistic from this survey however is overall, digital components are purchased 81% of the time they are recommended. This is more proof that SMB’s are looking for good multimedia solutions.
Here’s a larger version of today’s Chart of the Week.
And here’s a larger version from the opening feature from today’s MOM.
Good To Know
(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)
- Facebook is getting aggressive with changes supporting local business. Looks like Facebook is also in the Local Business biz. They have recently rolled out a number of features and changes supporting SMB’s. You can see what these changes are on StreetFightMag.
- Mobile coupons, just about even with print coupons. Most of our research has supported the idea that consumers still prefer print coupons over digital versions. That is still true…barely…and recent research suggests that the preference for mobile coupons is just about to overtake print. Check out the story here, again, at our old favorite StreetFightMag.
- Say good-bye to Google AdWords! Yep, Google’s cpc business is not AdWords anymore, it’s part of Google Ads. Google is also changing the branding of Google Analytics and DoubleClick. Here’s the scoop on SearchEngineLand.