ARE YOU SELLING WHAT CUSTOMERS ARE BUYING?

What are customers buying…what’s up and what’s down?

The 2017 Borrell SMB Survey is telling us much more about our local businesses than we ever knew before. And it’s information that we should be listing to as we are preparing recommendations for holidays and the New Year. For example, if you knew that more customers used one media channel more than any other for their advertising, wouldn’t you want to “lead” with that media channel in your proposals? And if you knew what media channels were the most effective, wouldn’t you want to suggest those for local businesses more than others? The new survey results tell us all this, and more. And the results should impacting our go-to-market strategy from this point forward.

More local businesses use digital media than any other type of advertising.

Nearly 3/4’s of local businesses in our markets, (and nationally) used digital media more than any other form of advertising in 2016. Newspapers, yes, came in #2 in the same survey, but the variance between the two is growing…digital continues to increase its lead. (Click on chart for larger view.)

Event Marketing is very popular, and continues to grow

Almost one-half of local businesses in our markets (and nationally) purchased some sort of Event Marketing in 2016. And in our markets plans to increase Event Marketing participation in coming year exceeds the national results by almost 100%!

Newspapers are frequently used, but…

Newspapers were used by just under 70% of local businesses in our markets. But 10% of those surveyed expected to decrease their spending in the coming year. (Click on chart for larger view.)

And according to local businesses in our markets, (nationally as well) newspaper advertising was deemed less effective as an advertising method than a number of others including digital, broadcast and cable TV, radio, event marketing, and even postal mail. (Click on chart for larger view.)

In summary…

  • Businesses in our markets use digital media more than any other advertising type. They believe it’s effective and plan to increase their use of it.
  • While these same businesses continue to use newspapers in their advertising, businesses are not feeling comfortable with its effectiveness.
  • A very large portion of our customers are big proponents of event marketing
  • Our markets, in particular, still seem to be impacted by broadcast and cable media, a decent number of businesses responding said that they anticipate they will increase their use of it.

So what does this mean to me?

These results are a clear signal of where our customers are headed. Our market discussions, strategies, and plans should take this direction into account and determine our go-to-market methods and messaging as quickly as possible. Here is how, and what you will begin to see and hear more about in the coming weeks and months.

  1. Use a “digital-first” go-to-market message. Going to market with a “print-first” message in a market where more customers utilize digital media, and have more confidence in its effectiveness than in print sounds backwards. With 2018 clear in our cross-hairs it is time to LEAD WITH DIGITAL! Our messaging should emphasize ENC Media Group, ThriveHive and the power of GateHouse Media more than individual newspaper mastheads when considering marketing solutions. We need to help local businesses start to think of us as a forward thinking media concern, and not a newspaper company. If we do this, we begin to align our message with the hopes and expectations of our customers. If we don’t we are simply increasing the distance between them, their goals and our future. 
  2. Elevate events in our customer discussion Since almost 1/2 of our local businesses said they participated in events, and again nearly one-half said they would increase their participation, including it in our customer discussions brings us closer to them and their intentions.
  3. Increase the dialogue and awareness of campaign analytics, numbers, results. Digital is seen as an effective medium. TV and radio still seem to surpass it in the eyes and minds of customers. Whether or not that is perceived or real, we can do a much better job of discussing campaign analytics with customers to validate campaign impact. We need to become more active in discussing this with our customers along with actively recommending campaign revisions for continual improvement in results.

These changes may sound easy on paper but they will take some effort and consistency on our part. They demand that our customers start perceiving us differently than they have in the past. Maybe that change begins with how WE perceive ourselves.


Quote(s) of the week

“When you’re finished changing, you’re finished.” 
– Benjamin Franklin
 “Failure is not fatal, but failure to change might be.”
― John Wooden

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.


 ZipRecruiter Powering GateHouse Employment Category

ZipRecruiter and GateHouse Media recently announced a partnership that makes ZipRecruiter the exclusive recruitment advertising partner for GateHouse Media. The partnership, which will launch Oct. 1 in more than 550 markets across the U.S., will power GateHouse recruitment pages — online and in print — that reach more than 21 million readers every week. Here’s more detail.  Make sure to let all local businesses know the power of our recruitment marketing opportunities!


ALL MMSE’s: 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.

More Ways to Reach ThriveHive Training

We now have two ways to contact the Training Team: training@thrivehive.com OR a new phone number 877-863-2723. Any time you need to know something specific about a product, the training team will be able to provide direction. Please allow 24 hour turn around for most inquiries…they are able to beat that often.

Note: If anyone has gone directly to the ThriveHive website and used their chat box for a training question, please remember that this site is for consumers. It is not an internal website. This specific tool is a lead generation tool for businesses looking for information on the Guided Marketing Platform.

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

 


Sales

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

Are you going to attend our first Readers Choice Receptions this year?

  • New Bern Best of the Best, Riverfront Convention Center, 9/26/17, 5 pm – 7 pm
  • Kinston Best of the Best, CSS Neuse Interpretive Center, 10/10/17, 5 pm – 7 pm

Both of these events are now proudly being promoted as events our the Sun Journal and Free Press Facebook Pages. Do yourself a favor, check out these events on our social media sites, and check off whether you are going or not. That kind of activity breeds more interest!

Halloween Pet Photo Contest

Who doesn’t like pets? Who doesn’t like pets in costume? Who doesn’t like a great marketing value?

  • Sell sheets on this will be out in a few days, but here’s the summary.
  • $5,000 worth of marketing value
  • 45% Discount
  • Total cost $2,799

This includes a separate marketing program for the sponsor that can extend for 3 months, (Premium digital, plus a promotion, a “KPI 2-fer”!)

Look for our Veteran’s Day Promotion very quickly!


Marketing

Pie Chart of the Week

Customers Can’t Buy If We Don’t Offer…or…What Does Cable TV Do That We Don’t?

Do you discuss digital options with every one of your customers and potential customers? According to the Borrell SMB Survey we don’t. You may find this surprising, but it might be the result of old habits or a preconceived notion that the customer may not be prepared or interestred.

SMB’s offering their responses in the recent survey told us the following…

  • 54% said that an online component was included in their newspaper advertising programs
  • 17% said that online was offered, but they decided NOT to use
  • 8% said that online WAS NOT offered to them
  • 21% didn’t know if online was offered.

 

 

Comparing our results to survey answers regarding local customer’s Cable TV advertising, a different picture arose…

  • 83% said that an online component was included in their newspaper advertising programs
  • 17% said that online was offered, but they decided NOT to use
  • 0% said that online WAS NOT offered to them
  • 0% didn’t know if online was offered.

What does this suggest?

This might suggest a couple of things, it may be relatively innocent, but we should remember that Digital advertising channels are used by more businesses than any other types of advertising. While not all local businesses will take us up on our strong and excellent recommendations, we might want to take a look at how we are approaching the 8% that WERE NOT offered a digital solution, and pay close attention to the 21% that could not remember.


Training

…the new norm

Social Media Advertising Training

Facebook and Instagram are nothing more than targeted display forms of advertising. Both of them are some of the fastest growing channels in the business. 

Our Wednesday webinar will be devoted to this subject this week, 9/27. Please adjust your schedules, the call will begin at 8:30 and last for 70 minutes. Jackie Olson will conduct social media advertising training and you will have an opportunity to ask questions.

Training with Tom

Tom Ellis will be in ENC land on September 25-28 to visit with each one of us with a very specific agenda…prospecting.

Focus…

  • Research and planning leading to a phone call or in-person cold call
  • Cold opening and transition to customer needs analysis
  • Field calls, either via appointment or walk in

These will be 3-4 hour sessions with every member of the sales team. All times have been assigned, please review, sign up sheet here.

What Our Customers Are Telling Us

Want to know what customers are doing? Just ask them.

And that is exactly what Borrell Assoc. has been doing with their 2017 SMB Survey. The results are in for our markets and they are leaving some great hints for our direction going forward. Our results are a compilation of the Coastal NC markets including Jacksonville, Kinston, New Bern and Wilmington. We also have national averages so we can see how our findings differ from, or are aligned with, those across the nation. But any actions we take will be based on our markets.

Over the next few weeks we will be discussing what the Local SMB Survey is telling us about our customers. For now, here’s a summary of the findings, with a few take-aways to guide our future go-to-market strategies.

  1. SMB’s responding to our survey “on average” spent $38.6K on advertising in 2016; they plan to increase that by 3% to 40.3K in 2017.
  2. Local SMB’s said they utilized 7.3 companies, on average, for providing their advertising services.
  3. Two-thirds of local businesses responding said they utilized newspaper advertising in 2016, this was higher than the national average.
  4. 10% of these local businesses said their newspaper spending would decrease in 2017, while 8% actually said their spending would increase.
  5. 73% of the local SMB’s in the CNC markets used digital media in their advertising; 65% plan to increase, while 4% said they would decrease spending.
  6. 48% of the local SMB’s said they utilized event marketing in their ad plans; 44% plan on increasing, while 15% plan on decreasing
  7. 89% of the local SMB’s responding have an active social media presence, 61% of the respondents have placed an ad on social media, and 38% of the respondents say placing targeted social media advertising is vital to their marketing goals.
  8. More of our respondents used click-thru metrics to measure social marketing success than “likes”, “shares”, or “comments.”
  9. Nearly two-thirds of the SMB’s surveyed currently have 500 or more names in an active email database, and a quarter of those surveyed send emails at least once per week.
  10. Nearly 40% of our SMB’s who responded feel that events are important to their overall marketing strategy, and the average amount spent on events in 2016 per business was $7.8K.

Take-aways regarding these findings so far?

  • Our customers are not as small as we sometimes think. The “average” monthly advertising spend in 2017 will be $3.3K. No, that is not a fortune, but it is a real hard and tangible  number.

Take-away: While spending from individual business categories will vary, we can’t be “under” recommending campaigns if we are going to deliver excellent results. 

  • We are not alone. On average we are one of 7 marketing service providers that each of our customers works with.

Take-away: We offer so many services, and such a high level of expertise, we really don’t have to share our customers with other providers. We can command and should recommend a greater piece of the pie.

  • An overwhelming number of businesses already utilize digital channels (more than newspapers) and nearly half utilize events. They plan on increasing both of those channels. That is not true of most other media opportunities.

Take-away: We need lead with marketing services, not with newspaper. Our newspapers are “one of” the services we provide, but more of our customers will be utilizing digital media and events and these will take a step forward in our marketing recommendations.

  • An overwhelming number of local businesses have a social media presence, but most still do not use the right data or metrics to measure effectiveness.

Take-away: Local businesses need help in understanding how to use social media and how to measure its effectiveness. We will leverage ThriveHive in providing both of these aspects of our services. 

  • Local businesses are spending one full work day a week just to focus on their advertising. 

Take-away: Giving time back to local businesses should be a message we need to communicate in all of our presentations.


Quote(s) of the week

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
– David Ogilvy
 “I skate to where the puck is going to be, not where it has been.”
― Wayne Gretzky

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.


MOM’s 5MQ

Test your knowledge with MOM’s 5 Minute Quiz. This week’s quiz: Deadlines and ThriveHive turn-around times.

Reminder: the 5MQ is mandatory for all ENC MMSE’s.

Deadline for completing this week’s 5MQ is Wednesday, 9/19 @ 5:00 PM

Here’s this week’s 5MQ


All digital revenue counts towards our overall performance, but we’ve added a few packages to help open up even more conversations. We have intermediate and short-term campaign specials that fit many budgets and offer digital campaigns with print support. And in addition, those that participate are able to add additional ENC Media Group components value priced for easy adoption.

For details on the Revenue Race packages check them out here on the Drive.


More Ways to Reach ThriveHive Training

We now have two ways to contact the Training Team: training@thrivehive.com OR a new phone number 877-863-2723. Any time you need to know something specific about a product, the training team will be able to provide direction. Please allow 24 hour turn around for most inquiries…they are able to beat that often.

Note: If anyone has gone directly to the ThriveHive website and used their chat box for a training question, please remember that this site is for consumers. It is not an internal website. This specific tool is a lead generation tool for businesses looking for information on the Guided Marketing Platform.

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

 


Sales

The “3 P’s of Q4 & Holidays…

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!

TRANSFORMATION PROCESS
  1. Plan and prep: do your research
  2. Call opening: make the right intro based on your research and questions to get the right to perform your needs analysis (remember, you can use the Readers Choice voting as a basis for questions.)
  3. Needs Analysis: start your needs assessment
  4. Develop Solutions:choose the package that fits the needs, just modify the presentation provided
  5. Gain Agreement in Principal: make the convincing presentation, gain agreement in principle to help the business build their brand for a chance at winning next year.
  6. Gain Agreement in Price: close the sale

AdOps

IMPORTANT: ALL SALES PERSONNEL ARE REQUESTED TO START USING EMAIL IN COMMUNICATING ALL ADOPS ISSUES. 

DIGITAL REPORTS

Now located on the AdOps page, access from the Blog menu 


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.

Events More Important Than Ever To Local Media Companies

GateHouse Media and GatehouseLive are not alone. Gannett, the largest newspaper publisher in the US (in terms of daily circulation, GateHouse is the largest in terms of the number of titles) is increasing its focus on local events under a single Gannet Brand. Their 2017 target is 500 local and regional events, and they are taking an incredibly important role in solidifying relationships with local businesses in each of their markets. GateHouse and GateHouse Live’s focus is identical. Wilmington Star News has already seen the power of GateHouse Live with their first High School Athlete of the Week event earlier this year. ENC Live will be focusing on developing more events here, and will be working with GateHouse Live when appropriate.

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

Are you going to attend our first Readers Choice Receptions this year?

  • New Bern Best of the Best, Riverfront Convention Center, 9/26/17, 5 pm – 7 pm
  • Kinston Best of the Best, CSS Neuse Interpretive Center, 10/10/17, 5 pm – 7 pm

Both of these events are now proudly being promoted as events our the Sun Journal and Free Press Facebook Pages. Do yourself a favor, check out these events on our social media sites, and check off whether you are going or not. That kind of activity breeds more interest!

Halloween Pet Photo Contest

Who doesn’t like pets? Who doesn’t like pets in costume? Who doesn’t like a great marketing value?

  • Sell sheets on this will be out in a few days, but here’s the summary.
  • $5,000 worth of marketing value
  • 45% Discount
  • Total cost $2,799

This includes a separate marketing program for the sponsor that can extend for 3 months, (Premium digital, plus a promotion, a “KPI 2-fer”!)

Look for our Veteran’s Day Promotion very quickly!


Marketing

Pie Chart of the Week

Why Do SMB’s Advertise?

 

All proposals, all campaigns, all advertising creative, all social media posts, etc. have a goal. If an advertiser does not have a goal, the campaign, and the money behind it is wasted. And there is one goal that, overwhelmingly, that a vast majority of SMB’s identify as their primary goal…Acquiring New Business!

Keep this in mind the next time you discuss goals with customers. It’s easy to talk “around” this goal, but in the end, everyone wants new business.

 

 


Training

…the new norm

Training with Tom

Tom Ellis will be in ENC land on September 25-28 to visit with each one of us with a very specific agenda…prospecting.

Focus…

  • Research and planning leading to a phone call or in-person cold call
  • Cold opening and transition to customer needs analysis
  • Field calls, either via appointment or walk in

These will be 3-4 hour sessions with every member of the sales team. All times have been assigned, please review, sign up sheet here.

SMB Marketing Tips For The Holidays

The fourth quarter is supposed to be the strongest time of the year for local businesses. Even the National Retail Federation says that almost 20% of annual sales can be attributed to holiday purchases. But Q4 is more than carols, sugar plumbs, and turkey. Halloween is becoming one of the most popular holidays in the country, Labor Day holds strong allure to a number of our own local businesses, and year-end/New Year’s events are always on the coat tails of Christmas and Hanukkah.

While Q4 retail events may hold some tradition, the use of “traditional” marketing tactics won’t hold up with today’s audiences. Keeping up with the competition is going to demand updated methods. Here’s four recommendations that all local businesses should hear, and follow.

  1. Get an Early Start-It seems as though the holiday season starts earlier every year. If you count Halloween, you could even say that holiday marketing starts by Labor Day!
  2. Target Separate Events of the Season-While we talk about “the holiday season” as if it’s one long stretch, it’s actually divided into many parts. Halloween is now a huge event that you can tie into your marketing, even if it’s just to hold a spooky sale with scary discounts. Other specific holiday and seasonal events you can use in your marketing include, Veteran’s Day, Hanukkah, New Year’s, end of Fall/start of Winter, etc.
  3. Incorporate Mobile Marketing-With more than 50% of internet access being conducted on mobile devices, you can’t overlook ways to use it as part of your holiday marketing strategy.
  4. Look Ahead to the New Year-While the holiday season officially ends on New Year’s Day, savvy businesses can connect their holiday marketing with customers’ needs during the post-holiday season. Consumers have come to expect extra savings at the beginning of the year.

For the full breakdown on these recommendations, check out HuffPost, from 9/16/17.


Quote of the week

 “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

― Peter Drucker

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.


All digital revenue counts towards our overall performance, but we’ve added a few packages to help open up even more conversations. We have intermediate and short-term campaign specials that fit many budgets and offer digital campaigns with print support. And in addition, those that participate are able to add additional ENC Media Group components value priced for easy adoption.

For details on the Revenue Race packages check them out here on the Drive.


More Ways to Reach ThriveHive Training

We now have two ways to contact the Training Team: training@thrivehive.com OR a new phone number 877-863-2723. Any time you need to know something specific about a product, the training team will be able to provide direction. Please allow 24 hour turn around for most inquiries…they are able to beat that often.

Note: If anyone has gone directly to the ThriveHive website and used their chat box for a training question, please remember that this site is for consumers. It is not an internal website. This specific tool is a lead generation tool for businesses looking for information on the Guided Marketing Platform.

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

 


Sales

The “3 P’s of Q4 & Holidays…

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!

TRANSFORMATION PROCESS
  1. Plan and prep: do your research
  2. Call opening: make the right intro based on your research and questions to get the right to perform your needs analysis (remember, you can use the Readers Choice voting as a basis for questions.)
  3. Needs Analysis: start your needs assessment
  4. Develop Solutions:choose the package that fits the needs, just modify the presentation provided
  5. Gain Agreement in Principal: make the convincing presentation, gain agreement in principle to help the business build their brand for a chance at winning next year.
  6. Gain Agreement in Price: close the sale

AdOps

DIGITAL REPORTS

Sell Thru Report

Inventory Availability

Digital Campaign Reports

Monthly O&O Audience Reports

Inventory Alert

We are entering a busy time for our digital sales requests. Please check in advance for any schedule that you propose to sell or one to which we will need to commit. We can make inventory available, our customers and clients will receive the digital value they expect. However we will need to know ahead of time to schedule. If you have a campaign that is going to start in the intermediate future, no matter how far out it extends. PLEASE SUBMIT YOUR ORDERS IN THEIR ENTIRETY ASAP. We will reserve the inventory accordingly so client orders will be fulfilled.

ALL SALES PERSONNEL ARE REQUESTED TO START USING EMAIL IN COMMUNICATING ALL ADOPS ISSUES. 


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.

Events More Important Than Ever To Local Media Companies

GateHouse Media and GatehouseLive are not alone. Gannett, the largest newspaper publisher in the US (in terms of daily circulation, GateHouse is the largest in terms of the number of titles) is increasing its focus on local events under a single Gannet Brand. Their 2017 target is 500 local and regional events, and they are taking an incredibly important role in solidifying relationships with local businesses in each of their markets. GateHouse and GateHouse Live’s focus is identical. Wilmington Star News has already seen the power of GateHouse Live with their first High School Athlete of the Week event earlier this year. ENC Live will be focusing on developing more events here, and will be working with GateHouse Live when appropriate.

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

Are you going to attend our first Readers Choice Receptions this year?

  • New Bern Best of the Best, Riverfront Convention Center, 9/26/17, 5 pm – 7 pm
  • Kinston Best of the Best, CSS Neuse Interpretive Center, 10/10/17, 5 pm – 7 pm

Both of these events are now proudly being promoted as events our the Sun Journal and Free Press Facebook Pages. Do yourself a favor, check out these events on our social media sites, and check off whether you are going or not. That kind of activity breeds more interest!

Halloween Pet Photo Contest

Who doesn’t like pets? Who doesn’t like pets in costume? Who doesn’t like a great marketing value?

  • Sell sheets on this will be out in a few days, but here’s the summary.
  • $5,000 worth of marketing value
  • 45% Discount
  • Total cost $2,799

This includes a separate marketing program for the sponsor that can extend for 3 months, (Premium digital, plus a promotion, a “KPI 2-fer”!)

Look for our Veteran’s Day Promotion very quickly!


Marketing

Pie Chart of the Week

Who’s the competition? EVERYONE!

 

This chart represents data captured from the Borrell 2017 SMB survey. When asking local SMB’s “who handles “digital services” for them, there was very little consensus. In fact, there was absolutely no clear winner. Not too surprisingly, GoDaddy received the most responses, but that represented only 5% of the total. And even more businesses said they handled their digital services “themselves” than outsourcing the services to Google. Family showed up among all the responses, as some businesses preferred to outsource their digital services to “wife” and “son-in-law”.

What does this mean to me? 

Digital Services are highly competitive. And successfully fulfilling them for local businesses is not the same as selling a full-page to the same business. Our internal training is where this starts, then it moves to a comprehensive understanding of what the services can do , and what the local business wants to accomplish. (Another outcome of this year’s survey was a demand that local media company sales representatives become more knowledgeable in the tools they were providing.)

So our local businesses are telling us they are willing to outsource support for digital services. And our ability to be successful is dependent upon our comprehensive knowledge of the tools we are providing.

ThriveHive training offers very complete webinars and videos on all products, some you may not already be aware of. Please access the training site regularly to keep up to date with all that is available.

Other notables receiving responses were This is from Borrell Assoc’s 2016 survey, but it is still valid. And we should expect this trend to continue. Facebook itself, is on the verge of eclipsing local media companies as a preferred marketing choice. Social media overall, ranks #2 for marketing choice, behind paid search. But dissecting social overall, uncovers that Facebook was an overwhelming favorite in 2016. The new 2017 results will tell us that SMB’s have merely continued to go down the Facebook path for local marketing. (Facebook advertising falls within the “Targeted Display” category within the SMB Survey results.)

The bottom line.

The bottom line is this. We have continued to presume that Facebook advertising is a specialty that only large players can utilize. Yet we seem to have little challenge recommending Targeted Display to most of our customers. Facebook advertising (different from social media management) falls within the Targeted Display channel category…it’s targeted advertising. And an overwhelming majority of local businesses are relying heavily on Facebook for their targeting activities.

It’s time we helped them do it professionally.

Too many SMB’s continue to presume that anything posted or boosted on Facebook is targeted advertising. The truth is, it’s not targeted in some cases, and it’s not advertising in other cases. It’s time we took a hard look at our Facebook…and Instagram…offerings and categorized them as strong targeting channels. This holiday season, many local businesses will be looking at Facebook to help them find customers and create a wider fan base. It’s time we placed our social media advertising capabilities next to our targeted display capabilities and start utilizing the channels that make the most sense for our local businesses.

Note: we will have special Q4 targeted and social media advertising packages for businesses to use all thru the holiday season. Take some time to review the ThriveHive training on social media advertising, this will help us as well as our local businesses have a great 4th quarter.  


Training

…the new norm

Training with Tom

Tom Ellis will be in ENC land on September 25-28 to visit with each one of us with a very specific agenda…prospecting.

Focus…

  • Research and planning leading to a phone call or in-person cold call
  • Cold opening and transition to customer needs analysis
  • Field calls, either via appointment or walk in

These will be 3-4 hour sessions with every member of the sales team. All times have been assigned, please review, sign up sheet here.

September is the biggest ad buying month of the year

When Do Local Businesses Want to Start Discussing The Holiday Season?

Labor Day marks the end of summer. But did you know that it also marks the beginning of the biggest ad-buying month of the year? Yep, that’s right. This is a fact, it’s not a forecast, assumption, or estimate.

More advertising is scheduled and bought in September than any other month of the year. There’s a significant amount of planning going on. And much of that planning is aimed at year-end activity. Just think…College and Pro Football, Halloween (’16 Halloween ad spending was the largest in history), Thanksgiving, College Bowl Games, Christmas, Hanuka, Kwanzaa, (even Festivus), not to mention a jump on New Year’s marketing. Most of the actual planning and commitment for all this spending is going on right NOW!

Sixty-two percent of retailers said early preparation of holiday marketing content was “most helpful in last year’s holiday season…” -Borrell Assoc. ’17

You may recall from the Aug. 21 edition of MOM a large majority of retailers strongly believed that early marketing preparation was the way to go this year. And now the most recent findings from the Borrell SMB Survey are telling us that a large majority of local businesses believe this year will be as good, IF NOT BETTER, than last year.

“Nearly 80% of local businesses believe holiday sales will be as good or better than 2016.” – Borrell Assoc. SMB Survey ’17

(Click here for a larger view)

When our customers really believe that business can and will be good, they are more motivated to advertise than ever. And with September being the biggest ad buying month of the year, the time to make our recommendations is NOW!

Where are local businesses planning to spend?

The Borrell surveys have always been showing that targeted display is the strongest area of growth. And the 2017 survey doubles down with that, and shows us that more businesses than ever are looking to social media for their marketing efforts.

85% of local businesses plan to use it (social media) to promote holiday sales. -Borrell Assoc. SMB Survey ’17

ENC Media Group has special packages with holiday season pricing already created. And we also have enhanced digital bundles with targeted display and social media available. But none of this will benefit local businesses unless we are in front of them starting this week with the opportunities. Remember, there’s a reason why we call it the holiday S-E-A-S-O-N. Shoppers don’t make up their minds right after the turkey and dressing and Dallas Cowboy halftime show on Thanksgiving Day. They are already looking around now, and are ready for local businesses to start talking to them now. So NOW is the perfect time to have a planning session with local SMB’s, another solutions meeting with your manager, and develop a Q4 plan for every one of your prospects including strong media components that will deliver results. Our local businesses already believe this year will be great. Making that come true starts NOW!

Note: ENC Media Group and GateHouse South Atlantic Group properties participate in the Borrell SMB Survey. Results from this year’s survey will be unveiled today and we will start distributing details on the findings this month.)

Quote(s) of the week

“Things may come to those who wait, but only the things left by those who hustle.”

-Abraham Lincoln

“Someone is sitting in the shade today because someone planted a tree a long time ago.”

-Warren Buffett

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.

MOM’s 5MQ

Test your knowledge with MOM’s 5 Minute Quiz. This week’s quiz covers ThriveHive’s Social Media Advertising package.

Reminder: the 5MQ is mandatory for all ENC MMSE’s.

Deadline for completing this week’s 5MQ is Wednesday, 9/6 @ 3:00 PM

Here’s this week’s 5MQ


Q4 Kick-Off Meeting-for MMSE’s

  • When: Wednesday, 9/6/18, 8:30 am – 10:00 am
  • Where: Queen Street Deli, 117 S Queen St, Kinston, NC 28501

Please note: this meeting is for all MMSE’s. AdOps personnel will be able to access the kick off deck later on Wednesday.

 


 Q3 Revenue Race

All digital revenue counts towards our overall performance, but we’ve added a few packages to help open up even more conversations. We have intermediate and short term campaign specials that fit many budgets and offer digital campaigns with print support. And in addition, those that participate are able to add additional ENC Media Group components value priced for easy adoption.

For details on the Revenue Race packages check them out here on the Drive.


More Ways to Reach ThriveHive Training

We now have two ways to contact the Training Team: training@thrivehive.com OR a new phone number 877-863-2723. Any time you need to know something specific about a product, the training team will be able to provide direction. Please allow 24 hour turn around for most inquiries…they are able to beat that often.

Note: If anyone has gone directly to the ThriveHive website and used their chat box for a training question, please remember that this site is for consumers. It is not an internal website. This specific tool is a lead generation tool for businesses looking for information on the Guided Marketing Platform.

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

 


Sales

 Q3 Sales Packages

3 & 6 month specials in presentation format, using the preferred GateHouse presentation

  • Special pricing on Readers Choice packages now available for ALL BUSINESSES THAT RECEIVED A VOTE.
  • Please review the presentations available. They will require your customization based on good customer understanding and some needs evaluation.

Q3 Revenue Race Multimedia Packages

Here’s the deck describing the packages already created. If you want to modify them, just make the proposal internally, we can make these work for local businesses.

TRANSFORMATION PROCESS

  1. Plan and prep: do your research
  2. Call opening: make the right intro based on your research and questions to get the right to perform your needs analysis (remember, you can use the Readers Choice voting as a basis for questions.)
  3. Needs Analysis: start your needs assessment
  4. Develop Solutions:choose the package that fits the needs, just modify the presentation provided
  5. Gain Agreement in Principal: make the convincing presentation, gain agreement in principal to help the business build their brand for a chance at winning next year.
  6. Gain Agreement in Price: close the sale

Note: proposals are on the drive. DO NOT MODIFY THE PROPOSALS ON THE DRIVE. Download and modify on your hard drive.


AdOps

DIGITAL REPORTS

Inventory Alert

  • We are entering a busy time for our digital sales requests. Please check in advance for any schedule that you propose to sell or one to which we will need to commit. We can make inventory available, our customers and clients will receive the digital value they expect. However we will need to know ahead of time to schedule. If you have a campaign that is going to start in the intermediate future, no matter how far out it extends. PLEASE SUBMIT YOUR ORDERS IN THEIR ENTIRETY ASAP. We will reserve the inventory accordingly so client orders will be fulfilled.
  • Starting September 1st we are coming into the busy season with the Sticky note company…please be mindful of the creative deadline date that is on the calendar. There will be no room for negotiation for scheduling and fulfillment.
    • Creative is due by 5pm on the creative deadline day…to ensure that we are able to have the sticky note delivered on time.

Request For Email Communication

ALL SALES PERSONNEL ARE REQUESTED TO START USING EMAIL IN COMMUNICATING ALL ADOPS ISSUES. 


Promotion

Best of the Best-Readers Choice Events

Are you going to attend our first Readers Choice Receptions this year?

  • New Bern Best of the Best, Riverfront Convention Center, 9/26/17, 5 pm – 7 pm
  • Kinston Best of the Best, CSS Neuse Interpretive Center, 10/10/17, 5 pm – 7 pm

Both of these events are now proudly being promoted as events our the Sun Journal and Free Press Facebook Pages. Do yourself a favor, check out these events on our social media sites, and check off whether you are going or not. That kind of activity breeds more interest!

REDUCED PRICING!!!!

PRO FOOTBALL FACEOFF

Advertisers get the chance to pick the winners each week for the entire season.

Great exposure for any participating business.

Value pricing to fit most budgets

Reader Prizes

  • Trip to Hawaii
  • NFL Fatheads
  • 2-3 Day Getaway Vacations

Advertiser Prizes

  • 2 Tickets to the Superbowl
  • A chance to win a $5,000 marketing campaign

Check out the sales deck, here.


Marketing

Pie Chart of the Week

Facebook OWNS marketing for SMB’s

This is from Borrell Assoc’s 2016 survey, but it is still valid. And we should expect this trend to continue. Facebook itself, is on the verge of eclipsing local media companies as a preferred marketing choice. Social media overall, ranks #2 for marketing choice, behind paid search. But dissecting social overall, uncovers that Facebook was an overwhelming favorite in 2016. The new 2017 results will tell us that SMB’s have merely continued to go down the Facebook path for local marketing. (Facebook advertising falls within the “Targeted Display” category within the SMB Survey results.)

What does this mean to me?

The bottom line is this. We have continued to presume that Facebook advertising is a specialty that only large players can utilize. Yet we seem to have little challenge recommending Targeted Display to most of our customers. Facebook advertising (different from social media management) falls within the Targeted Display channel category…it’s targeted advertising. And an overwhelming majority of local businesses are relying heavily on Facebook for their targeting activities.

It’s time we helped them do it professionally.

Too many SMB’s continue to presume that anything posted or boosted on Facebook is targeted advertising. The truth is, it’s not targeted in some cases, and it’s not advertising in other cases. It’s time we took a hard look at our Facebook…and Instagram…offerings and categorized them as strong targeting channels. This holiday season, many local businesses will be looking at Facebook to help them find customers and create a wider fan base. It’s time we placed our social media advertising capabilities next to our targeted display capabilities and start utilizing the channels that make the most sense for our local businesses.

Note: we will have special Q4 targeted and social media advertising packages for businesses to use all thru the holiday season. Take some time to review the ThriveHive training on social media advertising, this will help us as well as our local businesses have a great 4th quarter.  

Training

…the new norm

Congratulations Team ENC!

You are all now certified in Google Analtyics for Beginners.

Let local businesses know. How many of our competitors can make the same claim?

Prospecting w/Tom Ellis

Tom Ellis will be in ENC land on September 25-28 to visit with each one of us with a very specific agenda…prospecting.

Tom will focus on the following

  • Research and planning leading to a phone call or in-person cold call
  • Cold opening and transition to customer needs analysis
  • Field calls, either via appointment or walk in

His request is for a 3-4 session with every member of the sales team. We have time to set our schedules accordingly, so please grab your available time on the sign up sheet here. Please do this as soon as possible so you may arrange your schedules. Thanks.

Note: If you have not made your half-day request with Tom on the sign up sheet by end of day Tuesday Sept. 5, we will assign you a time.

A Goal Without A Plan Is Just A Wish

What’s your plan to achieve your goal?

Not sure

Let’s admit it, many goals ask us to work a little. In order to achieve goals, we need to do something, right? But if the plan to achieve the goal is simply a hope, or even a promise, to simply “sell more stuff” it’s just as likely that we won’t. And if we actually do, we do not have a mechanism for knowing if we have hit the goal or whether or not what we are doing is helping us to achieve it.

If your sales plan is simply to “try harder”, here are some questions that still need to be answered.

  • HOW MUCH HARDER are you going to have to work?
  • HOW MUCH MORE STUFF do you have to sell?
  • WHAT STUFF exactly are you going to sell?
  • TO WHOM are you going to sell it?

So what does a PLAN look like?

All plans take four specific components into consideration. You’ve heard the words before, but let’s look at them in the context of a “plan” to achieve a “goal”.

  • GOAL — A primary outcome.
  • STRATEGY — The approach you take to achieve a goal.
  • OBJECTIVE — A measurable step you take to achieve a strategy.
  • TACTIC — A tool you use in pursuing an objective aligned with your strategy.

So, you have a sales goal. That sales goal is specific, measurable, and trackable.  The sales plan you put into play to achieve that goal might look like this.

  • Goal: You know what you have in the books already, so your goal this month might be the “gap” between what you’ve already booked and the actual sales goal for your territory.
  • Strategy: Depending on your gap, identify and concentrate on the products, or customers, or business category that will provide the most traction.
  • Objective: Based on your goal/gap, identify how many of these products or customers you will need to achieve the goal, or close the gap. And don’t forget to break that down to # per week, or even # per day.
  • Tactic: Closing customer(s) X, Y, and Z from your pipeline, or using one of the packages we have already created, or focusing on the soon-to-close special section that will successfully fill your gap.

Ok, I got it. But why is this important now?

Effective with period 9 we are taking on a new “goal”, one that you’ve heard a little about last month in order to get familiar, but it’s really going into action this month. The new goal is to reach and maintain a minimum 70% sell thru on O&O websites. And that is not going to be achieved if we just, “work harder and sell more stuff”, it’s not that easy. Here’s the PLAN.

The 70% Solution

A 70% sell thru means that for every 1,000 available ad impressions on our sites, we will sell 700 of them. (Check out the AdOps section of today’s MOM for our most recent sell thru report.) We are not at that metric at this moment. We are close on a couple of sites, but our performance is what we are looking at. Our latest sell thru report is available in the AdOps section of today’s MOM. So as a group, ENC will want to establish a firm 70% floor overall. Our new plan will roll out this week, and all of us will be seeing details on it very quickly.

  • Goal: Achieve a minimum 70% sell thru across consolidated ENC websites
  • Strategy: Develop and deliver sales packages rich in impressions, that will provide great value and benefit for customers
  • Objective: Based on inventory forecasts, determine how many impressions each sales rep will be responsible for in order to achieve the 70% sell thru goal. Put a measurement of this metric in place.
  • Tactic: Using the impression rich packages, determine how many need to be closed in order to achieve the individual goal, and establish a target list of customers for which presentations will be created to close and achieve the goal. Monitor our progress against delivering these sales to these customers.

The 70% sell thru floor is now a GateHouse-wide benchmark. Achieving this places us in a very strong position for our future, but also for the future of our local businesses. It’s a good goal, and our plans to achieve, including Strategies, Objectives, and Tactics will be just as good as we proceed through the end of the year and into 2018.


Quote(s) of the week

“Hope is not a strategy.”

-Vince Lombardi

“If you don’t know where you are going, you’ll end up some place else.”

-Yogi Berra

“A goal without a strategy is just a wish.”

-Antoine de Saint-Exupéry

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.

MOM’s 5MQ

Test your knowledge with MOM’s 5 Minute Quiz. This week’s quiz is a repeat of last week’s quiz, covering the Total Website Plus. Please spend 5 minutes with this quiz.

Reminder: the 5MQ is mandatory for all ENC MMSE’s.

Deadline for completing this week’s 5MQ is Tuesday @ 3:00 PM

Here’s this week’s 5MQ


 Q3 Revenue Race

All digital revenue counts towards our overall performance, but we’ve added a few packages to help open up even more conversations. We have intermediate and short term campaign specials that fit many budgets and offer digital campaigns with print support. And in addition, those that participate are able to add additional ENC Media Group components value priced for easy adoption.

For details on the Revenue Race packages check them out here on the Drive.


IMPORTANT-Brief Pause on ThriveHive Order Entry 

ThriveHive is installing a new order entry, workflow management and finance system.  As a result no new orders can be accepted until 9am eastern on Wednesday August 30th at ThriveHive. You can submit orders via the usual processes starting at that time.

Updated ThriveHive Deadlines for Labor Day

Please check the ThriveHive training website for special Labor Day deadlines, sorry there will be no exceptions.

Fall 2017 Online Solutions Academy

Join the Training Team for a series of live webinars to learn individual solutions and ask questions in a virtual classroom. You can attend a single session or all. Webinars will be held Tuesdays at Noon Eastern / 9 am Pacific starting October 10th and last for about an hour. You can register on the ThriveHive training site, through the Gatehouse LMS.


Sales

 Readers Choice-Extension Packages

3 & 6 month specials in presentation format, using the preferred GateHouse presentation

  • Special pricing on Readers Choice packages now available for ALL BUSINESSES THAT RECEIVED A VOTE.
  • Please review the presentations available. They will require your customization based on good customer understanding and some needs evaluation.

Q3 Revenue Race Multimedia Packages

Here’s the deck describing the packages already created. If you want to modify them, just make the proposal internally, we can make these work for local businesses.

TRANSFORMATION PROCESS

  1. Plan and prep: do your research
  2. Call opening: make the right intro based on your research and questions to get the right to perform your needs analysis (remember, you can use the Readers Choice voting as a basis for questions.)
  3. Needs Analysis: start your needs assessment
  4. Develop Solutions:choose the package that fits the needs, just modify the presentation provided
  5. Gain Agreement in Principal: make the convincing presentation, gain agreement in principal to help the business build their brand for a chance at winning next year.
  6. Gain Agreement in Price: close the sale

Note: proposals are on the drive. DO NOT MODIFY THE PROPOSALS ON THE DRIVE. Download and modify on your hard drive.


AdOps

DIGITAL REPORTS

IMPORTANT DEADLINES FOR AD PROOFING

  • All Ad’s for My Onslow/ Reader’s Choice must be approved by Noon, Thursday 8/31 (*any issues contact Tina)
  • All ad’s for the Labor Day Holiday weekend must be approved through Tuesday, Sept 5th.
    • Saturday, Sunday, Monday, Tuesday papers will all be done on Friday, Sept 1st.

Front Page Note Alert

  • Starting September 1st we are coming into the busy season with the Sticky note company…please be mindful of the creative deadline date that is on the calendar. There will be no room for negotiation for scheduling and fulfillment.
    • Creative is due by 5pm on the creative deadline day…to ensure that we are able to have the sticky note delivered on time.

Request For Email Communication

In the monthly AD Op’s Meeting on Aug 22nd, the team was asked to start moving more towards using email for communication on all tasks that are requested of them. This assures that we have a documented trail to follow if we need to go back and check something.

  • ALL SALES PERSONNEL ARE REQUESTED TO START USING EMAIL IN COMMUNICATING ALL ADOPS ISSUES. 

AdOps Personnel

  • Stacey will be out on Monday 8/28
  • Mariela will be out on Thursday & Friday 8/31 & 9/1


Promotion

 REDUCED PRICING!!!!

PRO FOOTBALL FACEOFF

Advertisers get the chance to pick the winners each week for the entire season.

Great exposure for any participating business.

Value pricing to fit most budgets

Reader Prizes

  • Trip to Hawaii
  • NFL Fatheads
  • 2-3 Day Getaway Vacations

Advertiser Prizes

  • 2 Tickets to the Superbowl
  • A chance to win a $5,000 marketing campaign

Check out the sales deck, here.


Marketing

Pie Chart(s) of the Week

In a couple of weeks the 2017 version of Borrell’s SMB advertising survey will be available. This new survey will offer the most up-to-date insight into what local businesses are doing to market their business today, as well as their plans for the coming years. Also included will be their view of how WE are doing. And don’t forget, this survey includes input from businesses in our own markets. We are going to see exactly what OUR local customers are doing and what they want to do.

Another group of data sets from the survey will be exactly HOW local businesss are utilizing media today. The two charts below are sneak peaks into the Borrell survey resulsts from 2017, take a look.

This may not be “news” to many, but an overwhelming majority of local businesses, nearly 75% in fact, use traditional and emerging media platforms in combination with each other. A small minority, 22% depend on traditional media only, while an even smaller group, just 3%, rely on digital only.

Again, this is not a surprise to many, but it leads to the next question for us to ask…

Of all the businesses we work with, are 3/4’s of them utilizing our print AND digital services? is our ratio closer to 50%, 40%, or maybe even 30%? This data clearly tells us that 3 out of every 4 customers should be taking advantage of multiple channels with in using our solutions.

 

This year’s suvey is also telling us that an overwhelming majority of local businesses consider themselves to be significantly inexperienced when it comes to making advertising decisions. And a nearly idetnical number are making there decisions without input from other sources. This is relatively startlying, but also shows us the opportunity we have. ThriveHive is a Premier SMB Partner with Google, and has also been named Agendy of the Year by the Local Media Association. Each one of us has passed the Google Digital Sales certification, as we are wll on the way to all being certified in Google Analytics for Beginners. It’s a shame that local businesses in our markets would ever want to go it alone with the level of expertise we can share with them. But it’s out job to tell them that we actually have this level of expertise. Are we doing that daily?


 

Training

…the new norm

I’ll Show You Mine If You Show Me Yours

Have you completed the GOOGLE ANALYTICS FOR BEGINNERS training yet? If so, please send me a copy of your certificate.

All MMSE’s are to complete this training by September 1. 

Hint: While working/studying in a group is sometimes helpful, every MMSE will need to complete their own view of the testing. If you have any questions or concerns please drop me a note for assistance. Completing the course and tests will take more than just a couple of hours. You should easily be able to carve out 3-4 90 minute periods in order to complete the training and take the test.

Prospecting w/Tom Ellis

Tom Ellis will be in ENC land on September 25-28 to visit with each one of us with a very specific agenda…prospecting.

Tom will focus on the following

  • Research and planning leading to a phone call or in-person cold call
  • Cold opening and transition to customer needs analysis
  • Field calls, either via appointment or walk in

His request is for a 3-4 session with every member of the sales team. We have time to set our schedules accordingly, so please grab your available time on the sign up sheet here. Please do this as soon as possible so you may arrange your schedules. Thanks.

Christmas In July Really Happened Last February

This is not the last time you will hear someone talk about thinking ahead. And frankly every tool we now have at our disposal points us in that direction. Why? Well local businesses…OUR CUSTOMERS… are already doing the same.

In a recent study conducted by Campaigner, an email marketing company with signification penetration in the retail sector, one-third of businesses surveyed have already started preparing their marketing plans for the 2017 holidays. More businesses than ever are going to be commencing holiday campaign preparations before September in 2017.

Sixty-two percent of retailers said early preparation of holiday marketing content was “most helpful in last year’s holiday season…”

 

Every sales opportunity we have now is designed to take our cusotmers well into, and through the end of the year. Our Q3 bundles offer extended campaigns into the end of October. And the Readers Choice extension bundles enable 3 and 6 month versions. All of our focus is helping our local businesse do EXACTLY WHAT THEY ARE TELLING US to do…help them into and thru the holiday season and through year-end. And it won’t stop there. Our Front Page Note sales initaive will start up abain in December, which means we will have a number of businesses we will want to approach to discuss full 2018 campaigns with, very soon.

In the end, this is not “adding” to anybody’s work load. In fact, it is helping to organize and focus what we can and should be doing for local businesses…helping them sustain themselves through the year, and through prime selling seasons for them.

It’s only summer now, schools are just ready to start up again but local businesses are already looking at the Fall, holidays, and a new year. That’s also where we are headed. It may be too early to wish y’all a Happy Holidays, but it’s not too early to start planning on how we can make them that way.

 


Quote(s) of the week

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

-Winston Churchill
(Prime Minister of Great Britain, ’40 – ’45, ’51 – ’55.)

“In preparing for battle I have always found that plans are useless, but planning is indispensable.”

-Dwight D. Eisenhower
(Five star general, US Army, responsible for planning and supervising the successful invasion of France and Germany in 1944–45, aka D-Day.)

Getting To Know Your MOM

  • You can be notified of the updates, when they happen.
  • The menu in the upper right includes tabs that will maintain static pages. We will keep updating the information on these pages as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. You can use this kind of like your own in-house directory.
  • Because this is a blog, you can comment. You can discuss things, you have the right to offer your feedback and ask for more information on anything you see, or don’t see. MOM will continue to give you basically, what you are going to need for the whole week to succeed. But now you can give back. Let MOM know what is going on. We can start a regular discussion. If you want to see something more about a part of our business, just ask. We have several individuals now contributing to MOM, so responses will have several perspectives.
  • MOM is available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

MOM’s 5MQ

Test your knowledge with MOM’s 5 Minute Quiz. This week’s quiz tests our assignment from last week covering the Total Website Plus. Please spend 5 minutes with this quiz.

Deadline for completing this week’s 5MQ is Tuesday @ 3:00 PM

Here’s this week’s 5MQ


 

 Q3 Revenue Race

All digital revenue counts towards our overall performance, but we’ve added a few packages to help open up even more conversations. We have intermediate and short term campaign specials that fit many budgets and offer digital campaigns with print support. And in addition, those that participate are able to add additional ENC Media Group components value priced for easy adoption.

For details on the Revenue Race packages check them out here on the Drive.

Business Boost Summer Giveaway-Ends Aug. 28

ThriveHive is driving leads already with the Business Boost Summer Giveaway. We are qualifying these leads at this time and will start to distribute to appropriate territories.

As a reminder, take a look at the great prizes GateHouse and ThriveHive are offering…

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

IMPORTANT-Early Order Deadlines for GateHouse

ThriveHive is installing a new order entry, workflow management and finance system.  The project is extensive and will rollout in phases over the coming months. Phase 1 of this project goes live on Monday August 28th. This phase includes minimal impact to our GateHouse partners. However, there will be one major change impacting the close of fiscal period 8. All orders for fiscal August must be in ThriveHive by 5pm eastern on Thursday August 24th. This applies to orders from all sales channels and no exceptions can be allowed. Additionally, we cannot accept any new orders after 5pm eastern on Thursday August 24th to 9am eastern on Wednesday August 30th at ThriveHive. Sales reps can submit orders via their usual processes starting at 9am on Wednesday August 30th. All orders after 5pm on Thursday August 24th are fiscal September and begin billing and fulfillment on Wednesday August 30th. Read more about this on the ThriveHive training website.

Updated ThriveHive Deadlines for Labor Day

Please check the ThriveHive training website for special Labor Day deadlines, sorry there will be no exceptions.

 


Sales

 Readers Choice-Extension Packages

3 & 6 month specials in presentation format, using the preferred GateHouse presentation

  • Special pricing on Readers Choice packages now available for ALL BUSINESSES THAT RECEIVED A VOTE.
  • Please review the presentations available. They will require your customization based on good customer understanding and some needs evaluation.

Q3 Revenue Race Multimedia Packages

Here’s the deck describing the packages already created. If you want to modify them, just make the proposal internally, we can make these work for local businesses.

TRANSFORMATION PROCESS

  1. Plan and prep: do your research
  2. Call opening: make the right intro based on your research and questions to get the right to perform your needs analysis (remember, you can use the Readers Choice voting as a basis for questions.)
  3. Needs Analysis: start your needs assessment
  4. Develop Solutions:choose the package that fits the needs, just modify the presentation provided
  5. Gain Agreement in Principal: make the convincing presentation, gain agreement in principal to help the business build their brand for a chance at winning next year.
  6. Gain Agreement in Price: close the sale

Note: proposals are on the drive. DO NOT MODIFY THE PROPOSALS ON THE DRIVE. Download and modify on your hard drive.


AdOps

Upcoming Deadlines

MY Mag/Reader’s Choice  Magazine and Booth space reservation(new Bern & Kinston)

  • New Bern-August 7; creative final and approved by Friday, August 25th
  • Jacksonville-August 14; creative final and approved by Friday, Sept.1st
  • Kinston-August 21; creative final and approved by Friday Sept 8th

Events

  • Reader’s Choice Events
    • New Bern will be on Tuesday, September 26th ( New Bern Convention Center)
    • Kinston will be on Tuesday, October 10th CCS Neuse Center   5pm-7pm (both events)

Community paper deadlines for the month of August

  • Ad’s must be final and approved by 4pm by the dates below please and thank you!

    Trent Woods – Aug 9

    Fairfield Harbour Beacon – Aug 16

    Taberna Tribune – Aug 16

    Riverbender – Aug 23

Digital Notes-IMPORTANT

Just a reminder for Reader’s Choice O&O you need to order an audience package so we have options to fulfill our obligations, also make sure to contact Jennifer or Tina to reserve SBB’s on the Rich Media Calendar.  

Latest Ad Inventory and Rich Media Calendars Available

  • See the latest campaign reports here.
  • See the latest ad inventory for all Gatehouse properties here.

Ad Op’s Meeting

  • Jacksonville-Tuesday, August 22nd, 8:45am-10:00am

Promotion

 BRAND NEW!!!

PRO FOOTBALL FACEOFF

Advertisers get the chance to pick the winners each week for the entire season.

Great exposure for any participating business.

Value pricing to fit most budgets

Reader Prizes

  • Trip to Hawaii
  • NFL Fatheads
  • 2-3 Day Getaway Vacations

Advertiser Prizes

  • 2 Tickets to the Superbowl
  • A chance to win a $5,000 marketing campaign

Check out the sales deck, here.

 

College Football Pickoff

Jacksonville – Available  –  New Bern – SOLD  –  Kinston – Available  –  Keep thinking of prospects

Alissa will follow up with prospects you’ve all loaded on the drive. If the prospect is not there, we will be calling on them for you.

Upcoming Promotions – soon to be available!

ENC Show Promotions

  • Veteran’s Day
  • Halloween Sponsorship
  • Breast Cancer Awareness Promotions (Pink Sponsorship is SOLD)

Have A Prospect?

Tickets for Promotions

  • Tickets need to be written a certain way if an advertiser is participating in a promotion
  • Reach out to Alissa if you do not get a breakout of how tickets should be written for your promotion – it is VERY IMPORTANT we track these correctly so everyone gets the correct recognition of revenue! Including Sales Reps!

Marketing Campaigns in Promotions

  • These are adjustable to fit the advertiser’s needs – to a certain extent.
  • If you would like to change what is created in a promotion, discuss with Alissa.

Contact Alissa Garfinkel with ALL QUESTIONS regarding upcoming promotions. 


Marketing

Pie Chart(s) of the Week

Not All Local Businesses Spend The Same Way

Health Care Ad Spending 2016-2018

There is a difference in how locall businesses expect to spend their ad dollars, depending on the business category

All local businesses ARE NOT the same. And the SMB Advertising survey bears that out.

Take a look at the four pie charts below.

  • Miscellaneous Retail
  • HVAC Installation and Repair
  • Business Services
  • Legal Services

All four of these pie charts show how these particular local business categories “expect” to spend their 2018 advertising dollars.

 

And all four of these charts looks different. While online channels dominate all of these categories, the percentage range of that channel swings significantly, from an anticipated 40% of the ad budget for Legal Services, to more than 60% for Business Services. Miscellaneous Retail and HVAC Repair and Services show online holding 50% or better of the spend for those categories. Newspapers show up “relatively” strong in one of these categories, holding at just 15% of the ad budget for legal services. But the expected spending allocation for newspapers in the other categories is falling below 10%.

What’s the message?

The message here is simply that not all businesses expect to spend similarly. And that is because their messages are different, the reasons that consumers respond is different, and the way in which consumers find these types of businesses might be different.

These charts show 2018 expected spending, not total dollar amounts but the channel breakdown. It’s time we ask ourselves the following queswtions:

  1. Are we really looking hard at HOW shoppers find these businesses and tailoring our proposals accoringly?
  2. Are we taking into consideration how shoppers respond to advertising messages, and what the advertising message actually is? 
  3. And finally, are we actually making use of the Borrell Compass data enough to actually know there is a significant difference in how local businesses spend? 
  • If the answer to #1 or #2 is no, then it’s time we take a closer look at our customers.
  • If the answer to #3 is no, please reach out and contact me. I’ll be happy to help.

 

Training

…the new norm

I’ll Show You Mine If You Show Me Yours

Have you completed the GOOGLE ANALYTICS FOR BEGINNERS training yet? If so, please send me a copy of your certificate.

All MMSE’s are to complete this training by September 1. 

Hint: While working/studying in a group is sometimes helpful, every MMSE will need to complete their own view of the testing. If you have any questions or concerns please drop me a note for assistance. Completing the course and tests will take more than just a couple of hours. You should easily be able to carve out 3-4 90 minute periods in order to complete the training and take the test.

Prospecting w/Tom Ellis

Tom Ellis will be in ENC land on September 25-28 to visit with each one of us with a very specific agenda…prospecting.

Tom will focus on the following

  • Research and planning leading to a phone call or in-person cold call
  • Cold opening and transition to customer needs analysis
  • Field calls, either via appointment or walk in

His request is for a 3-4 session with every member of the sales team. We have time to set our schedules accordingly, so please grab your available time on the sign up sheet here. Please do this as soon as possible so you may arrange your schedules. Thanks.

 


ENC People

Welcome

Betty Beaudreau joins the New Bern team today, August 21, as Sr. MMSE. Betty comes to us from the Bulletin in Norwich, CT., a GateHouse New England property. She will be getting familiar with the surroundings at our offices while also moving with her family to New Bern.

Birthdays

  • Josh Walton-Aug 13th
  • Gwen Landry-Aug 24th

Are we being a roadblock to our customers by being “yes men” (and women)?

We’ve all had that situation where an advertiser comes to us stating what they want and we just do it. Maybe because we are happy to get the revenue or we don’t know what else to offer or they keep turning us down to have a deeper conversation. They act as if they know exactly what will work. Then in Borrell’s 2017 Local Advertiser Survey, they found that two-thirds of business owners considering themselves generally inexperienced regarding media. This data and how our advertisers work with us seems conflicting but have we given them a reason to work with us any other way? At the end of the day, being the “Yes Man” or “Yes Woman” could be the last person these SMB owners need.

 

Two-thirds of business owners consider themselves generally inexperienced regarding media.

-2017 Local Advertiser Survey-Borrell Assoc.

 

American Express’s open forum article notes that “Yes people don’t see changes in the market… They have no idea what’s coming next, which is necessary to keep your business relevant.” When we reiterate this characteristic and knowledge level we are not only doing a disservice to our customers but to ourselves. With training, resources, and a variety of products, we should know where the advertising industry is headed and advise our customers with that knowledge. We know we can do more for our businesses and that characteristic is not us, so let’s stop putting ourselves into that stereotype “Yes People”.

So how can we change the perspective of our customers without pushing them away or losing revenue? A balance between being considerate of their perspective but also pushing the limit a little bit by challenging that perspective. A few simple things to remind ourselves as we work with customers…

  1. Be knowledgeable – Take the time to read a short article once a week or stay up to date with your Google Partner training. Schedule some time each week for keeping yourself up to date on all products, trends, industry averages, etc. Subscribing to Think with Google is a great way to get quick info throughout the week. Keeping a little extra knowledge on the back burners of your brain for when an opportunity to knowledge drop comes up.
  2. Challenge what your customers say they want – If they want to reach millennials, is the paper really the right choice even though they have done it for years? Give them a chance to learn as well. You know your customers and their personalities, work with them to give them that extra value of showing them you know more than just how to place an ad for them. Let them know that you want the best outcome for them, that is why you are challenging them.
  3. Grow your professional relationship – Give more to your customers than just “yes”. If they aren’t on board yet with a new marketing campaign, send them helpful articles to show relevancy. Or get a meeting with them to just tell them a great idea on bring in more business for a holiday – no selling and no strings attached. Grow their professional trust in you as an expert in the advertising industry.

Overall, let’s not put ourselves in the “Yes People” box. Let’s be conscious to really push what is best for our customers – even if it takes them a little bit to come around. They will begin to see our value and believe it too. And don’t forget to believe it yourself. We have the value and knowledge to make a difference, let’s not forget that.

-Contributed by Alissa Bowditch-Garfinkel

Quote(s) of the week

“When two men in a business always agree, one of them is unnecessary”

-William Wrigley Jr.
(Wm. J. Wrigley Co., i.e. Wrigley’s chewing gum, etc.) 

 

“Have you found the library yet?”

-Herbert Grant Prizer
(First words my father said to me upon my graduation from college.)

Getting To Know Your MOM

  • You can be notified of the updates, when they happen.
  • The menu in the upper right includes tabs that will maintain static pages. We will keep updating the information on these pages as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. You can use this kind of like your own in-house directory.
  • Because this is a blog, you can comment. You can discuss things, you have the right to offer your feedback and ask for more information on anything you see, or don’t see. MOM will continue to give you basically, what you are going to need for the whole week to succeed. But now you can give back. Let MOM know what is going on. We can start a regular discussion. If you want to see something more about a part of our business, just ask. We have several individuals now contributing to MOM, so responses will have several perspectives.
  • MOM is available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

MOM’s 5MQ

Test your knowledge with MOM’s 5 Minute Quiz. Taking this test is mandatory for all members of the MOM audience. This week’s quiz is limited to information contained in ThriveHive’s very first training lesson, “Solutions Along The Customer Journey.” Go ahead, the first 5 entries with correct answers will earn my admiration, a hearty hand clasp, and your name will be proudly displayed in next week’s MOM as a learned digital scholar.

Here’s this week’s 5MQ


GateHouse Media made some news last week with it’s purchase of the newspaper division of Morris Communications. This coneintues GateHouse’s growth and vision for community news operations. Morris Communications, a very progressive, privately owned company was one of the earliest and strongest driving forces in digital innovation for local newspapers. Their vision mirrors that of GateHouse. They have a number of locations in the Southeast, as well as several other areas. Check out their locations here.


 Q3 Revenue Race

All digital revenue counts towards our overall performance, but we’ve added a few packages to help open up even more conversations. We have intermediate and short term campaign specials that fit many budgets and offer digital campaigns with print support. And in addition, those that participate are able to add additional ENC Media Group components value priced for easy adoption.

For details on the Revenue Race packages check them out here on the Drive.

Business Boost Summer Giveaway-Ends Aug. 28

“The leads are coming” -John Williamson (Kevin Spacey) in Glen Garry Glen Ross.

ThriveHive is driving leads already with the Business Boost Summer Giveaway. We are qualifying these leads at this time and will start to distribute to appropriate territories.

As a reminder, take a look at the great prizes GateHouse and ThriveHive are offering…

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

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

IMPORTANT-Early Order Deadlines for GateHouse

ThriveHive is installing a new order entry, workflow management and finance system.  The project is extensive and will rollout in phases over the coming months. Phase 1 of this project goes live on Monday August 28th. This phase includes minimal impact to our GateHouse partners. However, there will be one major change impacting the close of fiscal period 8. All orders for fiscal August must be in ThriveHive by 5pm eastern on Thursday August 24th. This applies to orders from all sales channels and no exceptions can be allowed. Additionally, we cannot accept any new orders after 5pm eastern on Thursday August 24th to 9am eastern on Wednesday August 30th at ThriveHive. Sales reps can submit orders via their usual processes starting at 9am on Wednesday August 30th. All orders after 5pm on Thursday August 24th are fiscal September and begin billing and fulfillment on Wednesday August 30th. Read more about this on the ThriveHive training website.

Updated ThriveHive Deadlines for Labor Day

Please check the ThriveHive training website for special Labor Day deadlines, sorry there will be no exceptions.

ThriveHive Contacting Our Customers?

Yes, because they are “our” customers.

Don’t be surprised if a local business mentions that ThriveHive has contacted them directly. This is a level of support that our competitors cannot offer. ThriveHive is reaching out to a number of local businesses across the country to insure our service is right on.


Sales

 Readers Choice-Extension Packages

3 & 6 month specials in presentation format, using the preferred GateHouse presentation

  • Special pricing on Readers Choice packages now available for ALL BUSINESSES THAT RECEIVED A VOTE.
  • Please review the presentations available. They will require your customization based on good customer understanding and some needs evaluation.

Identify the business.

  1. Plan and prep: do your research
  2. Call opening: make the right intro based on your research and questions to get the right to perform your needs analysis (remember, you can use the Readers Choice voting as a basis for questions.)
  3. Needs Analysis: start your needs assessment
  4. Develop Solutions:choose the package that fits the needs, just modify the presentation provided
  5. Gain Agreement in Principal: make the convincing presentation, gain agreement in principal to help the business build their brand for a chance at winning next year.
  6. Gain Agreement in Price: close the sale

Note: proposals are on the drive. DO NOT MODIFY THE PROPOSALS ON THE DRIVE. Download and modify on your hard drive.


AdOps

Upcoming Deadlines

MY Mag/Reader’s Choice  Magazine and Booth space reservation(new Bern & Kinston)

  • New Bern-August 7; creative final and approved by Friday, August 25th
  • Jacksonville-August 14; creative final and approved by Friday, Sept.1st
  • Kinston-August 21; creative final and approved by Friday Sept 8th

Events

  • Salute to Hometown Heroes Saturday, August 16th  Jacksonville Mall  Noon-4pm
  • Reader’s Choice Events New Bern will be on Tuesday, September 26th ( New Bern Convention Center) and Kinston will be on Tuesday, October 10th CCS Neuse Center   5pm-7pm (both events)

Community paper deadlines for the month of August

  • Ad’s must be final and approved by 4pm by the dates below please and thank you!

    Trent Woods – Aug 9

    Fairfield Harbour Beacon – Aug 16

    Taberna Tribune – Aug 16

    Riverbender – Aug 23

Digital Notes-IMPORTANT

Just a reminder for Reader’s Choice O&O you need to order an audience package so we have options to fulfill our obligations, also make sure to contact Jennifer or Tina to reserve SBB’s on the Rich Media Calendar.  

Latest Ad Inventory and Rich Media Calendars Available

  • See the latest campaign reports here.
  • See the latest ad inventory for all Gatehouse properties here.

Ad Op’s Meeting

  • Jacksonville-Tuesday, August 22nd, 8:45am-10:00am

Promotion

 BRAND NEW!!!

PRO FOOTBALL FACEOFF

Advertisers get the chance to pick the winners each week for the entire season.

Great exposure for any participating business.

Value pricing to fit most budgets

Reader Prizes

  • Trip to Hawaii
  • NFL Fatheads
  • 2-3 Day Getaway Vacations

Advertiser Prizes

  • 2 Tickets to the Superbowl
  • A chance to win a $5,000 marketing campaign

Check out the sales deck, here.

 

 

College Football Pickoff

Jacksonville – Available  –  New Bern – SOLD  –  Kinston – Available  –  Keep thinking of prospects

Alissa will follow up with prospects you’ve all loaded on the drive. If the prospect is not there, we will be calling on them for you.

Upcoming Promotions – soon to be available!

ENC Show Promotions

  • Veteran’s Day
  • Halloween Sponsorship
  • Breast Cancer Awareness Promotions (Pink Sponsorship is SOLD)

Have A Prospect?

Tickets for Promotions

  • Tickets need to be written a certain way if an advertiser is participating in a promotion
  • Reach out to Alissa if you do not get a breakout of how tickets should be written for your promotion – it is VERY IMPORTANT we track these correctly so everyone gets the correct recognition of revenue! Including Sales Reps!

Marketing Campaigns in Promotions

  • These are adjustable to fit the advertiser’s needs – to a certain extent.
  • If you would like to change what is created in a promotion, discuss with Alissa.

Contact Alissa Garfinkel with ALL QUESTIONS regarding upcoming promotions. 


Marketing

Pie Chart of the Week

Health Care Ad Spending 2016-2018

Includes: Home health care services, hospitals, medical doctors, dentisits, mental health services and other medical facilities and professionals.

Health care services are a very important category in our Readers Choice voting and final results. Readers in our markets are intimately involved, and motivated to know more about the best and most reliable providers. So it’s logical that we would pay close attention to how these businesses are focusing on marketing. Our Extension Packages offer anyone receiving votes in our Readers Choice promotions tha topprottunity to jump into 2018 with a strong and promintent presence.

Let’s take a look at how businesses in this category are going to market themselves in 2018.  

  • Health care professionals and institutions will be utlizing online, far and away, more than any other medium. In fact, their use is approaching the 50% mark, making digital discussions the primary focus, and sometimes the only focus.
  • Radio ranks #2 as far as the medium to add to ad campagins. This makes sense as this category includes businesses that reach a wide sector of the population, making targeting less important at times.
  • Newspapers come in, tied for 3rd place with Local TV and Directories. Yes Directories still play a role in some categories, this is one.

 

 

The pie chart above reflects the 2018 forecast from the 2016 survey, this year’s results is still being compiled. But it should reflect these trends. When we view how Health Care providers “expected” to be spending in 2018, compared to their real-world 2016 budgets at the time of the survey, their intentions were to increase online spending, and nothing else at that time.

What were the expectations for 2018 spending?

  • Online spending was expected to increase by 29%!
  • Out of Home, Cinema, Cable TV and Telemarketing were the only other channels showing a foretasted increase.
  • Newspapers were expected to loose ground, dropping as much as 17% compared to 2016.

How can we use this information?

Every health care provider, big and small, in our markets expects to devote almost half of their overall ad budget to online channels. Our extension packages feature online exposure as the primary channel of distribution. And if you feel a custom proposal is needed, this type of research provides benchmarks for your to follow in making a strong recommendation. And you can lean back on this research any time with confidence as well as authority.

Do your campaign recommendations look anything like this data? They can, just ask. And remember, the 2017 SMB Survey results should be compiled later in Q3. This will provide even more insight for your customer discussions.


 

Training

…the new norm

 

 

I’ll Show You Mine If You Show Me Yours

Have you completed the GOOGLE ANALYTICS FOR BEGINNERS training yet? If so, please send me a copy of your certificate.

All MMSE’s are to complete this training by September 1. 

Hint: While working/studying in a group is sometimes helpful, every MMSE will need to complete their own view of the testing. If you have any questions or concerns please drop me a note for assistance. Completing the course and tests will take more than just a couple of hours. You should easily be able to carve out 3-4 90 minute periods in order to complete the training and take the test.

Prospecting w/Tom Ellis

Tom Ellis will be in ENC land on September 25-28 to visit with each one of us with a very specific agenda…prospecting.

Tom will focus on the following

  • Research and planning leading to a phone call or in-person cold call
  • Cold opening and transition to customer needs analysis
  • Field calls, either via appointment or walk in

His request is for a 3-4 session with every member of the sales team. We have time to set our schedules accordingly, so please grab your available time on the sign up sheet here. Please do this as soon as possible so you may arrange your schedules. Thanks.

ThriveHive New Rollouts-August 2017

  • Please log on to the ThriveHive training website and check out what’s new. There are new rollouts being introduced in the August webinar and registration is required. There are two days to select from. Please check your calendar, register for the webinar that fits your schedule, and place it on your CRM calendar for good measure to insure that it’s on your schedule.

NEW GateHouse Media Learning Management System

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

  • The GateHouse Training Team has invested in a new Learning Management System (LMS). This robust platform will be replacing our current training platform (ProProfs/ACE) that many of you have been using to date. The new platform called SmarterU, will provide many new benefits to you and our organization as we evolve and build our training curriculum.
  • The new learning system is based on Learning Plans and courses and they can be assigned to a user with a simple click, making training opportunities more accessible everyone!  You will also notice that we have implemented quizzes, games and/or tasks associated with some of our courses for improved retention!
  • Important, please read the information in this folder: Save this folder to your My Drive. 

ENC People

Birthdays

August Birthday’s:

  • Josh Walton-Aug 13th
  • Gwen Landry-Aug 24th

Vacations

  • Angie Nottonson-Aug 7 thru Aug 11
  • Chris Brown-Aug 7 thru Aug 11