KISS YOUR ADWORDS GOODBYE!

AdWords is gone. And we were just starting to get to get to know each other. Well, that’s not quite right. We kind of knew AdWords for a while, and there really is nothing “dead” about advertising with Google. It’s just that the brand AdWords is getting the boot, in favor of Google Ads. Why are they making changes to something so successful?

Well, I

Frankly, I only know what I read, and you can read more about the brand changes here . But why does this matter to me?

It’s getting to be that time again, all great sales folks will need to renew their Google Digital Sales certification. This is a general understanding of digital best practices, terminologies, and relationships within the digital infrastructure. And it’s about selling in that infrastructure. So when you go to the Google site to dig into 2018 study materials in advance of taking the certification test, you’ll notice the new Google Academy for Ads. You will notice your Digital Sales Certification expiration date there, (mine is August 7th, so my studying is starting today.)

You’ll also notice several types of AdWord certification. (Not sure if/how those will adopt the new Google Ads brand.) At this time, these are optional for us, but you may want to look seriously at certifications here also. AdWord Certification (as it has been called) provides a great basic understanding of how Google works, whether it’s Search, Shopping, Mobile, Display, or Video. Even if you are not managing a Google ad campaign, you would be surprised how often the knowledge you capture after certification in these areas is used in your basic conversations with current and prospective clients.

Google Analytics gets a change too. Google Analytics 360 Suite, the platforms used to measure and view website use, audience activity, size and make-up will be folded into a single brand, Google Marketing Platform along with Google’s DoubleClick.

 What does this mean to me?

Well first of all, this is a strong recommendation for any/all sales representatives to learn more about Google by adding levels of certification to your resume. But what is also part of this, is that these changes are not being made for us. They are being made for advertisers. And many of these advertisers are the same ones we want to talk to every day. Google is happy to make their platforms easier for us to use, they are also just as happy to make them easy for our existing clients to use. Getting real smart about Google, and at the same time understanding what they are presenting to all advertisers is just smart business.

Google is highly successful, yet they feel the need to continue to evolve to keep current business and capture new business. Maybe there’s another lesson there.


Quote of the week

“The only place success comes before work is in the dictionary.”

— Vince Lombardi


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates? Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.


Sales

UPDATE-GateHouse Presentation Templates

All presentations to follow the GH template, immediately please.

  • Please note that these have been introduced and are available on the GateHouse Media Portal. Effective immediately, all ENC and WIL presentations should follow the GH template, both design and content flow. These are designed to follow the Sales Transformation steps and touch points, following the format will help guide us along the way. Please access these templates regularly. (Caution-if you download to your hard drive, be prepared to access again for any changes and/or updates that may occur from GH.)

NEW-Campaign reports continually updated, on the drive

  • Don’t forget to access the campaign reports on the drive, for our customers. These will be updated when received. Don’t expect to hear of an update, just access them and you’ll have the latest and greatest to share with clients. For ease of access, check the REPORTS page of MOM.

UPDATE-Q3 Sales Focus

  • Q3 sales focus on Audience Based solutions continues, sales incentives still good for all closed contracts
    • Remember to document in CRM, please use the Q3 Audience Based Sales campaigns for WIL and for ENC
    • Sales tracker is here.

UPDATE!-Best of the Best

  • Final Ballots available!
  • Public voting, July 24 – Aug 7
  • Sales ongoing NOW!

UPDATE! O&O Sell-thru…70% Goal

  • Check out the latest sell-thru stats, along with cpm averages on the O&O performance report. Access from the Reports page, from the upper right menu of this blog.

Training

UPDATE!-Access Google Academy for Ads to Renew Your Google Digital Sales Certification

  • All Google sales certifications need to be maintained and kept up to date. If you previously took the Google Digital Sales certification, check out your status. Most of us need to renew. And while you are at it, you may want to dig in deeper and increase your knowledge with additional Google Ad Certifications!

UPDATE!-July 2018 Digital Webinars from GateHouse and ThriveHive

  • The July Digital Updates from GH and TH will take place on Thursday July 26th and Friday July 27th.  Register for one of these sessions on the ThriveHive training website.

Events & Promotion

UPDATE-B.Y.O. (Build your own) Promotion

If a business has something to offer as a prize, it’s a Promotion!

Want to add a sweepstakes to any ad campaign? Want to help a local business add to their database of customer leads? Want to provide a great branding campaign to a local business? This is an easy way to add great marketing exposure to any current advertiser’s program, for a fraction of the cost. And it also results in a $1000 promotion! (Available to any $500/month or more advertiser. )

We will create a quick sweepstakes for any existing advertiser, that will result in a $2,500+ marketing campaign. Total cost to the advertiser is $1000. Why not start out with a Wood Ducks ticket sweepstakes? Or have your client add their own give away (min. value $100.) We will add in promotional media that includes the following:

  • Targeted Display
  • Quarter Pages
  • Facebook Post
  • Logo on ads
  • Email to our registered database
  • Logo recognition on all promotion
  • Database Opt-in

Let’s take a look at your up to date CNA and we will create a great sweepstakes that will turn a $500 campaign into one valued at $2,500!

Promotions

  • Athlete of the Week (New Bern, Kinston, Jacksonville)
  • Look for more coming in the mid-week update of MOM!

Design your own…just ask!

Promotions in CRM

  • All Promotions will have campaigns in Sugar CRM.  Be sure to link any opportunities to those promotions
  • When entering an end date for an opportunity, be sure that you use the deadline for the promotion.
  • If you have questions, contact Alissa

encmedialive.com

Check out the Encmedialive website for more on the following…

  • New Bern Home & Holiday Show
  • 2019 New Bern Bridal Show

 


AdOps

ENC and StarNewsMedia reports are on MOM!

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

Marketing

Pie Chart of the Week-Local Digital Ad Spending 2019

Last week, we showed the forecast for total local ad spend in our 7-county area, and online dominance continues. This week, we show how the online ad spend is forecast to break out in 2019. (Yes, we are already looking at 2019 for our presentations.)

  • General search continues to be the largest component
  • Targeted display edges closer to search, and will represent a larger spend in 2019.
  • Listings search is a very significant component. (This is the specialized searches, or vertical searches for specific categories. It also is impacted by our Local Listings Builder.)
  • Online video will be a strong component in the new year. (Something to start thinking about for all local businesses.)

 

For a larger view of this chart, and for all the prior charts that have been offered on MOM, check them out here. You can utilize them for proposals. Or if you are looking for something even more specific, shout out. It takes just a minute or two to generate these.


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • GateHouse acquires Southern Kitchen. What is Southern Kitchen? It’s important to know, this is not a SK is a destination site featuring content about cooking, eating, southern food and lifestyles. This is a great new asset and again shows the diversification of GateHouse. Check it out on GateHousemedia.com.
  • Yes, AT&T really is the competition. AT&T’s recent purchase of AppNexus, a programmatic advertising marketplace that competes with Google, shows that they are serious about their dive into advertising. AT&T already touches a huge number of SMB’s and larger businesses. Their plan is to become even more indispensible for marketing. More at Techcrunch.com.
  • Google makes things even easier for SMB’s. Google has rolled out its first solution under the Google Ads brand, and it’s directed at SMB’s. This is a fully automated solution for creative, targeting with goals of phone calls, website visits and requests for directions. I strongly urge reading this, it’s directed at our customers. Check it out onSearchEngineLand

NOT YOUR FATHER’S NEWSPAPER

Think you work for a newspaper company? After reading an interview with Mike Reed, CEO of GateHouse parent New Media Investment Group, you might want to think again. (Check out the full interview in the Good To Know section of today’s MOM.) 

This is not a statement of bias, this is not criticism of “traditional” media, and this is certainly not a eulogy. This is a big flashing alert about the way the company for whom we are employed defines itself. And it’s a message that all local businesses in all communities need to know.

That was then…

Many local businesses in our markets think of our masthead first, simply because they are more visible. Do they think Free Press, or Star News, when you are setting an appointment? That’s easy to do based on our visibility in our markets. But local businesses today have many concerns just to keep their doors open. Manage their current business, payroll, employees, inventory, etc. are enough to think about, let alone thinking about how to grow. Advertising is definitely a concern for SMB’s. But as we’ve all agreed, living behind the masthead is limiting and allows local businesses to pigeon-hole our purpose, consciously or sub-consciously.

“Digital marketing services…a very high priority for them. [local business owners] They knew they needed to be in the digital world, but they didn’t really know how, or what to do.”

This is now…

How many of our local competition can claim Google AdWord Premier Partner status? How many local providers can claim to be Google Digital Sales certified? And, if you’ve taken the next step, how many members of the competition can claim Google AdWord Certification? Speaking to these areas of expertise as we go to market, and living up to them in practice, is a clear differentiator. And that doesn’t sound like a newspaper.

If you are selling advertising, you are addressing less than 1/2 the marketing need of local businesses.

This is not news. If you access Borrell Compass data at all, or if you have seen past editions of MOM you already know that more than 1/2 the local marketing spend by SMB’s is devoted to non-advertising. If you are defining your attention to digital marketing, this is a good thing…provided you are truly an expert. But it’s still not the full picture of what GateHouse is doing for today’s local businesses.

The GateHouse you might not know

“But [GateHouse is ] not just focused on digital marketing services. We’re selling IT services, financial services, and more.”

Whoa! That sounds great. So we’re marketers specializing in SMB’s, and now we also provide financial and IT services to these same SMB’s? When does the training start?

That may be what that sounds like, but let’s take a different tack. (Not only am I Google AdWord certified, I also took a sailing lesson!) Newspapers may have been a starting point for some, but today they are only one of the many things that GateHouse does for local businesses. Mulitmedia Sales Execs really aren’t going to market to sell newspaper ads, and add-on digital stuff (stuff in the best sense of the word). We are going to market to provide business solutions for our customers. Newspapers are one of the components that can help, but are by no means the starting point, see Sales Transformation.

So what about the HR and IT things, where do they come in? As an MMSE or a DSE, these are disciplines outside our area of expertise. But understanding that they are part of the GateHouse business model is an important factor in our go-to-market strategy. It is truly an evolved strategy that further sets us apart from competition. No we are not expected to sell or take a deep dive into HR and IT systems. We do however, benefit when we are able to position our marketing services as part of an overall company that is focused on SMB’s and their success. To put it another way, would you rather go to market as a newspaper, or as a company with expertise that focuses on the needs of local small businesses? This opens up discussions on many fronts.

What does this mean to me?

“We [i.e. local businesses] want to do business with somebody local that we trust, that we can see. It doesn’t mean we want somebody calling on us every day in person. But we want to do business with somebody here in the community that we can get to if we need to.”

Being a local small business marketing solutions provider is a mouthful. Being an MMSE is easier to state. Obviously we prefer the easier path to describe who we are when we need to. But the impression we leave on, and with, our local business communities should go much deeper than that. Understanding the breadth of services we provide for SMB’s, and the expertise behind it positions us well in our discussions with local businesses. No, we don’t have to talk about HR or IT systems every time we are helping a business proof an ad. We simply should understand that our services now go much deeper than ever before, and our abilities to be a benefit to businesses in our communities are stronger than ever. Maybe this non-advertising stuff makes sense. I think my father might have understood that after all. Just as long as his newspaper still had yesterday’s Cubs game stats in the sports section.


Quote of the week

“‘You’re gonna miss us when we’re gone’ is not much of a business model.”

— John Paton, former CEO of Digital First Media


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates? Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.


Sales

NEW-GateHouse Presentation Templates

All presentations to follow the GH template, immediately please.

  • Please note that these have been introduced and are available on the GateHouse Media Portal. Effective immediately, all ENC and WIL presentations should follow the GH template, both design and content flow. These are designed to follow the Sales Transformation steps and touch points, following the format will help guide us along the way. Please access these templates regularly. (Caution-if you download to your hard drive, be prepared to access again for any changes and/or updates that may occur from GH.)

NEW-Latest Newspaper.com Audience Analytics for June

  • The latest website analytics for CNC sites are now available for June. Refer to the Reports page of MOM (upper right hand corner menu.)

UPDATE-Q3 Sales Focus

  • Q3 sales focus on Audience Based solutions continues, sales incentives still good for all closed contracts
    • Remember to document in CRM, please use the Q3 Audience Based Sales campaigns for WIL and for ENC

UPDATE!-Best of the Best

  • Final Ballots available for WIL available now, ENC available July 3.
  • Public voting, July 24 – Aug 7

UPDATE! O&O Sell-thru…70% Goal

  • Check out the latest sell-thru stats, along with cpm averages on the O&O performance report. Access from the Reports page, from the upper right menu of this blog.

Training

UPDATE!-July 2018 Digital Webinars from GateHouse and ThriveHive

  • The July Digital Updates from GH and TH will take place on Thursday July 26th and Friday July 27th.  Register for one of these sessions on the ThriveHive training website.

NEW!-Renew Your Google Digital Sales Certification

  • All Google sales certifications need to be maintained and kept up to date. If you previously took the Google Digital Sales certification, check out your status. Most of us need to renew. And while you are at it, you may want to dig in deeper and earn your Google AdWord Certification! This is a seperate and additional course of study, but well worth it.

Events & Promotion

UPDATE-B.Y.O. (Build your own) Promotion

If a business has something to offer as a prize, it’s a Promotion!

Want to add a sweepstakes to any ad campaign? Want to help a local business add to their database of customer leads? Want to provide a great branding campaign to a local business? This is an easy way to add great marketing exposure to any current advertiser’s program, for a fraction of the cost. And it also results in a $1000 promotion! (Available to any $500/month or more advertiser. )

We will create a quick sweepstakes for any existing advertiser, that will result in a $2,500+ marketing campaign. Total cost to the advertiser is $1000. Why not start out with a Wood Ducks ticket sweepstakes? Or have your client add their own give away (min. value $100.) We will add in promotional media that includes the following:

  • Targeted Display
  • Quarter Pages
  • Facebook Post
  • Logo on ads
  • Email to our registered database
  • Logo recognition on all promotion
  • Database Opt-in

Let’s take a look at your up to date CNA and we will create a great sweepstakes that will turn a $500 campaign into one valued at $2,500!

Promotions

  • Athlete of the Week (New Bern, Kinston, Jacksonville)

Design your own…just ask!

Promotions in CRM

  • All Promotions will have campaigns in Sugar CRM.  Be sure to link any opportunities to those promotions
  • When entering an end date for an opportunity, be sure that you use the deadline for the promotion.
  • If you have questions, contact Alissa

encmedialive.com

Check out the Encmedialive website for more on the following…

  • New Bern Home & Holiday Show
  • 2019 New Bern Bridal Show

 


AdOps

ENC and StarNewsMedia reports are on MOM!

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

Marketing

Pie Chart of the Week-Local Ad Spending 2019

Yes, it’s time to start thinking of 2019 already, many proposals will now extend into the new year. And here’s a peek into how local businesses in the 7-county Coastal North Carolina region will split out their spending (forecast only at this time.)

  • Local TV will play a very slightly smaller role in local budgets in 2019
  • Direct mail will also be of less importance, just slightly.
  • Online continues to grow, almost all decreases in spending from 2018 to 2019 will be re-allocated to online channels

 

 

 

Actual Spending Trends, 2017-19

 

For a stark look at the variance between online ad spend for our local market vs spending in other channels, this graphic shows how far out in front online spending has been, and will continue to be thru 2019.

  • Online ad spending will approach $140 million in 2019 while no other channel will get past the $20 million mark.
  • Almost all channels other than online will be either the same or reduced in 2019 vs 2017.

 

            

And for a look at how non-advertising spend is forecast for 2019, here’s a look at the entire category, as well as a look at the forecast for Promotions, which constitutes the vast majority of non advertising for the local markets.

(For a larger look at any of the above charts, just click on them for versions uploaded to the drive.)


Good To Know

(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)

  • GateHouse Media’s future for small businesses lies in business “services. Ken Doctor interviews Mike Reed, CEO of GateHouse’s parent, New Media Investment Group. This sounds like a plan, check it out on Nieman Lab.
  • Local businesses are considering replacing websites with 3rd party sites (Google+, Facebook) and listings. Is this a good or bad idea? And which ones would local businesses use? In the end, no 3rd party site can replace what a good website can do, but many small businesses may try. Check out this feature with some insight as to how SMB’s might try. This provides great insight to help you help local businesses make a better decision, on StreetFight Mag.
  • Yelp now penalizing businesses that “ask” for reviews. Yelp is one of the best places to be found for many small local businesses. And good reviews on Yelp are great for small businesses. But did you know that Yelp now will penalize local businesses that actually “ask” for reviews? Here’s detail on the policy, how it works, why you should not ask for reviews, and how to get reviews. Great advice you can pass on to local SMB’s. Check it out on SearchEngineLand.

HOW’S THAT NON-ADVERTISING STUFF WORKING FOR YOU?

Non-advertising, a term we’ve started to hear more frequently in marketing discussions over the past couple of years, is kind of a big thing…bigger than advertising in fact. According to Borrell Associates, SMB’s spend more money on “non”advertising marketing than they do on actual advertising. But just what exactly is “non” advertising?

In simple terms, it’s anything that is not advertising. (Well that was easy wasn’t it?) Yep, that is too easy. The non-advertising spending in this case is anything that is devoted to supporting a business, just not the specific ads or ad campaign. (My definitions.) To make this easier, think websites, website hosting, SEO, directory optimization, promotions, sponsorships, events, etc.

If you were a promotions executive, or an event coordinator, this would not be news to you. If you were a web designer, or a search optimization guru, again this would not be news to you. But if you spend your waking hours working at a local media company justifying your existence by reporting on “ad” revenue, this might be something a little different. To be honest non-advertising has been a huge piece of local media services for a while, but its magnitude now makes it larger than any advertising media or channel in which you may have a vested interest.

The SMB Survey conducted by Borrell Assoc. in 2017 reports that only 16% of the total marketing dollars spent by SMB’s in the US was dedicated to actual advertising. This includes print full pages and targeted display campaigns as well as outdoor billboards, radio, TV, magazines, etc. This leaves the remaining 84% devoted to non-advertising which includes promotions, digital support and offline support. And the spending on digital support alone is 2x’s that of actual advertising spending.

Why is this important?

With digital support (or digital services) holding a 2-to-1 lead in spending compared to that of actual advertising, it makes sense that local media companies would be going to market as digital support or services companies. But that still is not always the case. Very possibly the local community still thinks of these companies as their masthead or their call letters. But limiting the perception to just that is…well…limiting.

For every $1 local businesses may spend on a full page newspaper ad, a billboard, or a 60 second TV commercial, there are another $2 spent on supporting a website, optimizing online directory listings, or improving search ranking. But if you are addressing local SMB’s from the advertising-first perspective, aren’t you selling yourself (and the entire conversation) a little short? If you are in that business, NOT defining yourself in the terms associated with local digital marketing services immediately places you in second place.

Frankly, you can choose to call yourself anything you wish. The markets will define you by the services you provide, and the manner in which you provide them. Remembering the 2-to-1 ratio favoring digital services might help put things in perspective.

 


Quote(s) of the week

“There’s no chance that the iPhone is going to get any significant market share.”

— Steve Ballmer, Microsoft CEO, 2007


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates? Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.


Sales

NEW-Q3 Sales Focus

  • Week of 6/11-6/15
    • Appointments & CNA’s
  • Thursday, June 14
  • Week of June 18-June 22
    • Appointments & CNA’s
  • Week of June 25-June 29
    • Sales calls
    • 10 appts each
  • ENC Medical

UPDATE!-Best of the Best

  • Nominations round ends Tuesday, June 12
    • Nominations will be tallied by June 19
  • Vote for me selling, June 19 – July 17
  • Public voting, July 24 – Aug 7

UPDATE! Internal Sales Calendar-WILMINGTON & ENC

  • This is an INTERNAL calendar, to be used for scheduling sales activity and planning. Customer facing calendars are being prepared quickly.

UPDATE! O&O Sell-thru…70% Goal

  • Check out the latest sell-thru stats, along with cpm averages on the O&O performance report. Access from the Reports page, from the upper right menu of this blog.

Training

UPDATE!-May 2018 Digital Webinars from GateHouse and ThriveHive

  • The May Digital Updates from GH and TH will take place on Thursday May 24th and Friday May 27th.  Register for one of these sessions on the ThriveHive training website.

Events & Promotion

UPDATE-B.Y.O. (Build your own) Promotion

If a business has something to offer as a prize, it’s a Promotion!

Want to add a sweepstakes to any ad campaign? Want to help a local business add to their database of customer leads? Want to provide a great branding campaign to a local business? This is an easy way to add great marketing exposure to any current advertiser’s program, for a fraction of the cost. And it also results in a $1000 promotion! (Available to any $500/month or more advertiser. )

We will create a quick sweepstakes for any existing advertiser, that will result in a $2,500+ marketing campaign. Total cost to the advertiser is $1000. Why not start out with a Wood Ducks ticket sweepstakes? Or have your client add their own give away (min. value $100.) We will add in promotional media that includes the following:

  • Targeted Display
  • Quarter Pages
  • Facebook Post
  • Logo on ads
  • Email to our registered database
  • Logo recognition on all promotion
  • Database Opt-in

Let’s take a look at your up to date CNA and we will create a great sweepstakes that will turn a $500 campaign into one valued at $2,500!

Promotions

  • July 4
  • Athlete of the Week (New Bern, Kinston, Jacksonville)

Design your own…just ask!

Promotions in CRM

  • All Promotions will have campaigns in Sugar CRM.  Be sure to link any opportunities to those promotions
  • When entering an end date for an opportunity, be sure that you use the deadline for the promotion.
  • If you have questions, contact Alissa

encmedialive.com

Check out the Encmedialive website for more on the following…

  • New Bern Home & Holiday Show
  • 2019 New Bern Bridal Show

 


AdOps

ENC and StarNewsMedia reports are on MOM!

See the Reports page, from upper right menu of MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

Marketing

Pie Chart of the Week-Colleges and Universities

 

  • Colleges and Universities are planning/placing schedules now for 2018-19
  • They are predominently online focues, but also have to utlizize broad “branding” channels such as radio and TV
  • As a result broadcast stations will also be going after their digital spend
  • Strongest digital channels for this category are…
    • Seach
    • Targeted Display
    • Online Video
    • Listings Search
  • On average, colleges and universities are spending $440 annually per employee on advertising

Here’s a link to this week’s graphic.

 


Good To Know

  • GateHouse Media launches a new consumer marketing agency. To provide strong support and expertise helping grow audience, (and audience revenue) GateHouse has centralized its consumer marketing efforts. Check it out here.
  • Are teenagers leaving Facebook? That may be what research is showing, in favor of YouTube, Instagram and Snapchat. This is certainly not the end of FB and its value to local businesses, but it pays to know the trends. Read more on this from MondayNote
  • Mary Meeker’s 2018 Internet Trends. It’s long, it’s weighty, and at times it’s boring. Most of all, it’s important. Here are the slides to this year’s update from Mary Meeker

SO YOU REALLY WANT TO BE AN AGENCY, HUH?

So you really want to be a digital agency, right? We are a one-stop-shop, allowing local SMB’s to purchase multiple solutions that address their concerns and solve their needs, correct? Well, it turns out that this type of direction may need to be given a second consideration. Even businesses that are already full-fledged digital agencies are re-thinking their capabilities, and how they are viewed by their current and prospective clients.

Digiday recently featured interviews with several digital agency professionals, showing the challenges facing these businesses, and what prospective clients are looking for that changes the perspective of what being an agency looks like. You can read the story here, but below are the two dynamics that are making agencies less relevent today. And these are dynamics that we as marketing services providers need to heed.

DIY vs DIFM This compares “do it yourself”  vs “do-it-for-me tools. This is a growing issue in our world. How many times have we encountered businesses that already feel they are managing great campaigns on Facebook themselves? Are we prepared to discuss our value (time, expertise, targeting, analysis) that we add to this type of marketing that is not available to those that are managing their own campaigns? If digital agencies are feeling this, we certainly are.

Business consultancies More and more professionals and businesses are focusing on consulting services for local businesses. The concept of “consulting” local businesses includes marketing recommendations. In fact agencies are now starting to add capabilities that include consulting and business transformation expertise. While we we don’t have “degrees” in business transformation, we should be able to discuss changes in the market and marketing. Local businesses are searching for this type of input and it extends well beyond ad rates and special section deadlines.

What does this mean to me?

Our jobs have changed significantly, and they continue to change. But so does the environment of all of our current and prospective clients. The #1 thing a local business wants from us is for them to feel that we understand their business and can make recommendations that will help them. Maybe that used to be “selling” to them, but today that means making a recommendation that addresses their concerns. The ability to do that with empathy, can set all of us apart from mere product sellers or providers.

Sales Transformation asks all of us to be business advisers to local SMB’s. Remember, doing the research on prospective clients means learning their business and thinking like a customer. If we presumed to be an “agency” to local businesses, then we need to start thinking like agencies, and focus on adding levels of service that agencies are in today’s competitive world. Do-it-for-me should mean we do it with a level of expertise beyond what local do-it-yourselfer’s can. And our ability to consult needs to mean that we provide business advice that moves the local SMB closer to the goals they are trying to reach.

So this might fall under the “Don’t Sell Ads” category of recommendations again. Take it as you will, but our local businesses need our help. And they won’t find all they are asking for with a few ads.


Quote(s) of the week

“Intelligence is the ability to adapt to change”

―Stephen Hawking


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates? Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.


Sales

UPDATE-Priorities (4 priorities for the week)

  • Best of the Best-Nomination Round-voting starts May 29, must end by June 12.
  • Port City Life/My Mags
  • StarNews Varsity Awards
  • ENC Medical
  • ThriveHive-2 NEW sales this month

UPDATE!-O&O Website Audience Dashboards

  • Earlier this week, we distributed access to the new O&O Audience Dashboards available to all GH sales teams. These real-time dashboards offer great insight into who access our newspaper.com sites, when, where, how long, and what they are looking for. In addition, these dashboards offer additional insights into our separate apps plus handy definitions that support great conversation with customers. PLEASE DO NOT DISTRIBUTE THE WEB ADDRESS for these dashboards, they are for internal access only. However you are free to share the information and show clients this information, print it out if you wish. The complete list of all GH dashboards is located on the REPORTS page of this blog, easily found from the menu.

UPDATE! Internal Sales Calendar-WILMINGTON & ENC

  • This is an INTERNAL calendar, to be used for scheduling sales activity and planning. Customer facing calendars are being prepared quickly.

UPDATE! O&O Sell-thru…70% Goal

  • Check out the latest sell-thru stats, along with cpm averages on the O&O performance report. Access from the Reports page, from the upper right menu of this blog.

Training

UPDATE!-May 2018 Digital Webinars from GateHouse and ThriveHive

  • The May Digital Updates from GH and TH will take place on Thursday May 24th and Friday May 27th.  Register for one of these sessions on the ThriveHive training website.

Events & Promotion

UPDATE-B.Y.O. (Build your own) Promotion

If a business has something to offer as a prize, it’s a Promotion!

Want to add a sweepstakes to any ad campaign? Want to help a local business add to their database of customer leads? Want to provide a great branding campaign to a local business? This is an easy way to add great marketing exposure to any current advertiser’s program, for a fraction of the cost. And it also results in a $1000 promotion! (Available to any $500/month or more advertiser. )

We will create a quick sweepstakes for any existing advertiser, that will result in a $2,500+ marketing campaign. Total cost to the advertiser is $1000. Why not start out with a Wood Ducks ticket sweepstakes? Or have your client add their own give away (min. value $100.) We will add in promotional media that includes the following:

  • Targeted Display
  • Quarter Pages
  • Facebook Post
  • Logo on ads
  • Email to our registered database
  • Logo recognition on all promotion
  • Database Opt-in

Let’s take a look at your up to date CNA and we will create a great sweepstakes that will turn a $500 campaign into one valued at $2,500!

Promotions

  • Batter’s Up ENC Power Hitter Promotion-Wood Ducks Tix (Live in New Bern and Jacksonville, still open in Kinston.)
  • Memorial Day Photos
  • Mother’s Day Sweepstakes
  • July 4th/Patriotic Sweepstakes

Design your own…just ask!

Promotions in CRM

  • All Promotions will have campaigns in Sugar CRM.  Be sure to link any opportunities to those promotions
  • When entering an end date for an opportunity, be sure that you use the deadline for the promotion.
  • If you have questions, contact Alissa

encmedialive.com

Look for more on the following…

  • Best of StarNews Varsity Awards
  • New Bern Home & Holiday Show
  • 2019 New Bern Bridal Show

 


AdOps

ENC and StarNewsMedia reports are on MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

See the Reports page, from upper right menu of MOM!


Marketing

Pie Chart of the Week-Eating & Drinking Places (otherwise known as restaurants) 🙂

1,922 Businesses to Call On for Best of the Best…no time to waste!

In honor of Best of the Best, we feature the Eating and Drinking category from Borrell’s Compass Data this week. Almost 2,000 businesses out there, and their overwhelming choice of media for ad budgets are Online and Directories. (It’s kind of fair to consider Best of the Best a directory, our audiences will look for the category of restaurant to make their selection, just like any other directory. )

 

  • 1,922 eating & drinking establishments in our collective markets
  • Almost half of their marketing budgets (44%) will be devoted to online media or channels
  • 14% of their ad budgets will be dedicated to directories, which makes total sense. 
  • Radio follows with 11%
  • Newspapers seem to fall below broadcast, to 4%

Here’s a link to this week’s graphic.

There is no better endorsement for a local restaurant than to be selected one of the Best of the Best. Do your local restaurants a favor and make your proposals (including spec ads) quickly. Nomination round begins May 29 and closes June 12.

ENC Media Group Brochures

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

StarNews Media brochures and regionally focused Coastal North Carolina Group brochures are currently in the works. Look for them in Q1!

 

 

 


Good To Know

  • Trusted Media, Brand Safety, are they just words when it comes to achieving an ROI? That may the case. There’s alot of noise surrounding “trusted”, “local”, “safe” when it comes to a value proposition espoused to potential advertisers by the media. Local media do it all the time. “We are trusted”, “we are local”, “we are reliable”, are all things we like to brag about. But do these really matter? Or does a campaign’s ROI mean more than any of that? These are question raised on a national scale that can be applied to our own local brands. Read more about this on Digiday.com.
  • Coupons are a great marketing tool to reach upper income shoppers, right? If you thought coupons only appeal to lower-income shoppers, you may want to think again.
    • People with household incomes of $100,000+ are 2x more likely to coupon as those earning less than $35,000.
    • College-degree holders are 2x more likely to use coupons as people who did not graduate from high school.
    • 90% of shoppers with household incomes over $100,000 report using coupons.

See more on the findings of a fascinating study about coupon users here on investmentzen.com.

  • Facebook/Social Media is the most effective, and most often used marketing tool for small business. If  you did not know this already, it’s time to embrace it. In fact Social Media is far and away, the most effective tool for SMB’s, more so than digital display, more so than newspapers, more so than email marketing…more than anything else. Read more about this on StreetFightMag.

STOP SELLING ADS PART III

 

This is the third time around for this message, same focus, new data. In the Feb. 6, 2017 issue of MOM, (Google newsletter version) and again on July 17, 2017 on this blog, the idea of moving away from “advertising” in favor of marketing “services” was discussed. A new set of data recently discussed at the Colorado Press Association’s annual conference reinforces this more than ever.

The Marketing Iceberg

Presenting  to the attending members of the converence, Gordon Borrell, of Borell Assoc. discussed the conept of the “marketing iceberg.” (In due respect to Mr. Borrell, this is only about the numbers he presented, he deserves to discuss his narrative.)

The whole idea of an iceberg (you remember Leo DiCaprio, Kate Winslett, Titanic…spoiler alert…they sink) is that what you see is NOT what you get. There’s a whole lot else going on under the surface.

The marketing version of this concept is simply this…what we see, what traditional media sales personnel intuitively reach for, represents only 16% of the overall marketing spend going on today. Here’s the numbers, in billions of dollars making up the marketing iceberg.

  • Advertising-$316.7 billion
  • Promotions-$830.9 billion
  • Digital Services-$661.4 billion
  • Offline Services-$117.6 billion

There is nothing wrong with claiming our rightful stake of what amounts to a pretty large sum, $300 billion is nothing to sneeze about.  But this is still less than 1/5th of the total dollars devoted to marketing. And that piece continues to be more elusive than ever, moving either to DIY tools or migrating to services. And Digital Services continues to be one of the fastest growing components of this ever changing iceberg. Coincidentally, it also happens to be an area in which we are receiving the strongest support and training for our efforts to help local businesses succeed.

Do we really mean we should STOP selling ads?

Nope! Advertising continues to be a strong driver of success for local businesses. Nobody should STOP recommending great ads as a component of an overall solution. More appropriately, the message here is to stop LEADING with ads in our regular dicussions with local businesses. If advertising represents just 16% of an overall marketing category, why would it be the one area on which we limit our discussions? And for that matter, why wouldn’t we lead with Digital Services, or Promotions? There are various reasons why we, i.e. local media representatives, don’t lead with these more prominent marketing disciplines. Maybe it’s habit, a lack of confidence in our understanding or services or promotions, or it’s because local businnesses don’t look at us as a full-service provider, and changing their perception is a little bit harder.

The common thread above is that all the reasons in the world that would prevent us from leading with digital services or promotions in our every-day marketing conversations are well within our power to change. We stopped being ad sales reps a long time ago. And local businesses stopped relying solely on ads to drive their success a long time ago also. True, GateHouse Media publishes more daily newspapers than any one else in the US. But that only allows GateHouse Media (i.e. StarNews Media, ENC Media Group) to have more wholistic marketing discussions with local businesses than anyone else in the US. And having those discussions is within our power.

No, don’t stop selling ads. But just remember that what’s below the surface is much larger. Local businesses have already figured that out. Leo would be proud.


Quote(s) of the week

“The greatest danger in times of turbulence is not the turbulence—it is to act with yesterday’s logic.”

― Peter Drucker


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates? Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.


Sales

UPDATE-Priorities (4 priorities for the week)

  • April Catch Up Bundles
  • ThriveHive-2 NEW sales this month
  • New Business Development (100 in 100)…something to fit with every initiative!
  • Best of the Best

UPDATE!-100 Businesses in 100 Days

We are on our way…congratulations to Tyler Beaman for the latest close in our 100 Accounts in 100 Days contest. Check the scorecard here. Sales guidelines are located here.

UPDATE! Internal Sales Calendar-WILMINGTON & ENC

  • This is an INTERNAL calendar, to be used for scheduling sales activity and planning. Customer facing calendars are being prepared quickly.

UPDATE! O&O Sell-thru…70% Goal

  • NewBernsj.com and Kinston.com are both showing up at 70%+ sell thru this week…congratulations! Starnewsonline is not far behind. Nice job. Sell thru report for CNC sites is available, check the AdOps page from the upper right corner menu of this blog.

 


Training

NEW!-New from Facebook Regarding Partner Categories (3rd party targeting)

  • With FB under such scrutiny, our local clients depand on us to know the latest scoop on the largest social media network in the world. They also expect to know what we are doing about keeping up with changes. Please check out this latest update on the TH/GH training website.

NEW!-Mobile Search Results Are Changing on Google

  • Mobile SERP’s are changing. This is in line with the “mobile first” effort that Google is rolling out. THIS IS IMPACTING EVERY CLIENT WE WORK WITH IN OUR MARKETS! Just like with FB, local clients want to be assured that we know what is going on and can help them. Please check out this latest update on the TH/GH training website.

UPDATE!-April Digital Updates from GateHouse and ThriveHive, register today!

  • The April Digital Updates from GH and TH will take place on Thursday April 26th 1pm EST or Friday April 27th 10am EST. Make sure you make you register on the ThriveHive training website.

UPDATE!-Are You Using Your iPad?


This week! Have a presentation ready for practice. Training still ongoing.

 

 

 


Events & Promotion

UPDATE-B.Y.O. (Build your own) Promotion

If a business has something to offer as a prize, it’s a Promotion!

Want to add a sweepstakes to any ad campaign? Want to help a local business add to their database of customer leads? Want to provide a great branding campaign to a local business? This is an easy way to add great marketing exposure to any current advertiser’s program, for a fraction of the cost. And it also results in a $1000 promotion! (Available to any $500/month or more advertiser. )

We will create a quick sweepstakes for any existing advertiser, that will result in a $2,500+ marketing campaign. Total cost to the advertiser is $1000. Why not start out with a Wood Ducks ticket sweepstakes? Or have your client add their own give away (min. value $100.) We will add in promtional media that includes the following:

  • Targeted Display
  • Quarter Pages
  • Facebook Post
  • Logo on ads
  • Email to our registered database
  • Logo recognition on all promotion
  • Database Opt-in

Let’s take a look at your up to date CNA and we will create a great sweepstakes that will turn a $500 campaign into one valued at $2,500!

Promotions

  • Batter’s Up ENC Power Hitter Promotion-Wood Ducks Tix (Live in New Bern and Jacksonville, still open in Kinston.)
  • Memorial Day Photos
  • Mother’s Day Sweepstakes
  • July4th/Patriotic Sweepstakes

Design your own…just ask!

Promotions in CRM

  • All Promotions will have campaigns in Sugar CRM.  Be sure to link any opportunities to those promotions
  • When entering an end date for an opportunity, be sure that you use the deadline for the promotion.
  • If you have questions, contact Alissa

encmedialive.com

Look for more on the following…

  • Best of StarNews Varsity Awards
  • New Bern Home & Holiday Show
  • 2019 New Bern Bridal Show

 


AdOps

ENC and StarNewsMedia reports are on MOM!

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

See the Reports page, from upper right menu of MOM!


Marketing

Pie Chart of the Week-Tourist Attractions

Attracting tourists is a digital game!

If we are spending time trying to sell a local newspaper ad campaign to a venue that attracts tourists…frankly we are waisting our time. Just think, tourists SEARCH for places to go, things to do. And tourists are not our readers of our owned local media. Far and away, the best way to reach this type of audience is a strong digital campaign.

Borrell’s survey bears this out. Just look at where the dollars are spent.

  • Online-69%
  • Radio-17%
  • Direct Mail-6%
  • Out of Home-5%

 

 

 

And when we look at where those online dollars are being spent, the idea of “being found when users are looking” is front and center.

  • General Search-35%
  • Listings Search-24%
  • Targeted Dislay-21%
  • Online Video-16%

Note that online video is one of the top four areas of spending here, no surprise. Tourist attractions use visuals to attract their audience.

 

These facts and images were included in a recent presentation for a 2-location funeral home in our market. If you’d like to see it, give me a shout.

 ENC Media Group Brochures

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

StarNews Media brochures and regionally focused Coastal North Carolina Group brochures are currently in the works. Look for them in Q1!

 

 


Good To Know

  • GateHouse buys Ohio! Ok, so maybe not the entire state of Ohio, but GateHouse has purchased the Akron Beacon Journal, whose web presence is Ohio.com. This was announced just last week, on the heels of several other major purchases. GateHouse now operates 640 community publications and more than 560 websites and continues to publish more daily newspapers in the US than anyone else. The story on this purchase is here on Ohio.com.
  • GoogleMyBusiness ads more features and options for local businesses. Everyone knows that SMB’s should claim their listing on GoogleMyBusiness, right? Well once they do, what do they do with it? Too many do little. Google has added more options for local businesses to add a menu of services, allowing businesses to show more on organic searches. In turn, this will allow consumers to find businesses using this option much more quickly. This is something local marketing experts need to know. So here’s your chance to catch up on this new feature, on SearchEngineLand.
  • 89% of US adults use the Internet. What do the remaining 11% know that I don’t? That’s right, 11% of US adults DON’T use the internet. Why? Well some of it is demographic, some of it is economics, some of it is geographic. But it’s important to remember, even those demo’s that we presume ARE NOT a digital audience, like seniors, are very digital. In fact, almost 2/3’s of those that are 65+ use the internet. It’s important we know the facts and can use them to help local businesses. So here you go, here’s the latest metrics on internet use, from pewresearch.org.

 5MQ (Five Minute Quiz)

Taking a break…back next week.

BEST OF THE BEST IS MORE THAN A ONE-TIME THING

 

Kicking off this year’s Best of the Best in our Coastal North Carolina markets, marks a number of changes in how we are going to market with this special publishing event. It also is dawn of a new brand in each of our respective markets. We have discussed several of the changes already. It’s important to note here how these changes will impact our efforts, our media, and our local markets.

  1. This is absolutely the biggest community engagement event of our entire year for our media properties. The addition of the nomination round, is an opportunity for every member of our communities to express their support of local businesses. It will be very important that we help local businesses understand just how important this round is. In order for any business to even be considered one of the Best of the Best, they HAVE TO BE ON THE BALLOT. There are no write ins beyond the nomination round.
  2. ENC has added almost 100 sub-categories to the voting ballots compared to last year. There are more opportunites for businesses to be named a finalist in Best of the Best. That means ENC sales team will need to be reaching out and touching more new businesses than ever before. Our local business communities deserve this, and every single local business deserves a chance to campaign for their respective sub-category(s).
  3. In Wilmington, we have much more advance notice than ever before…and a firm schedule that will allow all local businesses an opportunity to participate. We can reach out and touch every business in our reach for their chance to campaign for their spot(s) on the ballots.
  4. There will be a significnatly increased marketing effort to the community about the changes in this year’s Best of the Best. This marketing effort will be seen vividly by all local businesses. That will remind them just how big Best of the Best reallly is to the local community.
  5. And the events that are tied to Best of the Best make this a virtual community block party. We will not only be publishing the Best our communities have to offer, but we will be celebrating it LIVE. This is entertainment, this is celebration, and all togetther it is much bigger than anything we have ever produced in any of our local markets.
  6. This year’s Best of the Best is the launch of a new consumer brand in our respective markets. This brand, Best of the Best Jacksonville, Best of the Best Kinston, Best of the Best New Bern, and Wilmington’s Shore Picks will be part of the presenece in our respective markets 12 months of the year! Winners and finalists of this year’s events will be featured on our websites all the way through until next year’s winners are chosen. And 2018 finalists will be able to take advantage of unique Winner’s Rewards opportunities available only to them. Best of the Best will resonate for the entire year.
  7. Last, and definitely not least, Best of the Best offers a real opportunity to speak to NEW businesses, or local SMB’s whom we may not see regularly. Best of the Best nomination round packages provide the very best “call opening” we can ever create. So this is our chance to start constructive conversations with more SMB’s for which we can provide services…just another reason why Best of the Best has year-round impact.

So as we move forward with Best of the Best in our markets. we owe it to every business owner to make sure they are aware of the opportunity. Our regular customers will obviously want to be involved. But evey business owner dserves the chance to stake their claim. Remember, all sales materials are available now, and will be updated if needed. Good luck to all, and let’s make 2018′ edition, the Best of the Best of the Best!


Quote(s) of the week

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

― Abraham Lincoln


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates? Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.


Sales

NEW-Priorities (4 priorities for the week)

  • Discover Mags
  • ThriveHive-2 NEW sales this month
  • New Business Development (100 in 100)…something to fit with every initiative!
  • Best of the Best

UPDATE!-100 Businesses in 100 Days

We are on our way…congratulations to ouor newest 100 in 100 Days sellers, Betty Beaudreau in New Bern and Alissa Garfinkel in Jacksonville! Check the scorecard here. Sales guidelines are located here.

UPDATE! Internal Sales Calendar-WILMINGTON & ENC

  • This is an INTERNAL calendar, to be used for scheduling sales activity and planning. Customer facing calendars are being prepared quickly.

UPDATE! O&O Sell-thru…70% Goal

  • NewBernsj.com and Kinston.com are both showing up at 70%+ sell thru this week…congratulations! Starnewsonline is not far behind. Nice job. Sell thru report for CNC sites is available, check the AdOps page from the upper right corner menu of this blog.

 


Training

NEW!-April Digital Updates from GateHouse and ThriveHive, register today!

The April Digital Updates from GH and TH will take place on Thursday April 26th 1pm EST or Friday April 27th 10am EST. Make sure you make you register on the ThriveHive training website.

NEW!-Total Website Plus Includes New Added Features

With the entry price point, clients can now have 1000 email contacts in Guided Media Platform (GMP), instead of just 500. The modest rate of $5 per month for 500 extra contacts is still an add-on clients can self-service purchase through the GMP with their credit card Drip Email Marketing is no longer $5 per month! It is included with every Total Website Plus investment. Please review on the GH/TH training website

UPDATE!-Are You Using Your iPad?

This week! Have a presentation ready for practice. Training still ongoing.

 

 


Events & Promotion

UPDATE-B.Y.O. (Build your own) Promotion

Want to add a sweepstakes to any ad campaign? Want to help a local business add to their database of customer leads? Want to provide a great branding campaign to a local business? This is an easy way to add great marketing exposure to any current advertiser’s program, for a fraction of the cost. And it also results in a $1000 promotion! (Available to any $500/month or more advertiser. )

We will create a quick sweepstakes for any existing advertiser, that will result in a $2,500+ marketing campaign. Total cost to the advertiser is $1000. Why not start out with a Wood Ducks ticket sweepstakes? Or have your client add their own give away (min. value $100.) We will add in promtional media that includes the following:

  • Targeted Display
  • Quarter Pages
  • Facebook Post
  • Logo on ads
  • Email to our registered database
  • Logo recognition on all promotion
  • Database Opt-in

Let’s take a look at your up to date CNA and we will create a great sweepstakes that will turn a $500 campaign into one valued at $2,500!

Promotions

  • Batter’s Up ENC Power Hitter Promotion-Wood Ducks Tix (Live in New Bern and Jacksonville, still open in Kinston.)
  • Memorial Day Photos
  • Mother’s Day

Design your own…just ask!

Promotions in CRM

  • All Promotions will have campaigns in Sugar CRM.  Be sure to link any opportunities to those promotions
  • When entering an end date for an opportunity, be sure that you use the deadline for the promotion.
  • If you have questions, contact Alissa

encmedialive.com

Look for more on the following…

  • Best of StarNews Varsity Awards
  • New Bern Home & Holiday Show
  • 2019 New Bern Bridal Show

 


AdOps

ENC and StarNewsMedia reports are available on the drive

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

See the Reports page, from upper right menu of MOM!


Marketing

Pie Chart of the Week-Funeral Service Providers

Funeral Homes are an excellent example of targeting their ad dollars.

 

While 43% of their spending is devoted to digital, making up the largest segment of their budgets, that is slightly under the average for all SMB’s in the market. The 2nd and 3rd most popular channels are Local TV and Newspaper. These media channels tend to be consumed by an older audience, exactly the primary target for this business segment these days.

  • Online-43%
  • Local TV-22%
  • Newspapers-20%

 

Bud digging deeper into the online channel, this category provides a surprise that is not seen very often. The largest amount of their online spending is devoted to listings search. This means that these businesses REALLY need to be found when someone is searching. So it makes sense that SEM is #2 in their online demands.

  • Listings Search-30%
  • General Search-29%
  • Targeted Display-23%
  • Online Video-14%

And another surprising fact about local funeral homes in our markets…their average annual ad spend per employee is a significant $5,399.

What does this mean to me? Print alone won’t cut it for this business category. And the solutions we create that will resonate the most, will be robust. 

These facts and images were included in a recent presentation for a 2-location funeral home in our market. If you’d like to see it, give me a shout.

 ENC Media Group Brochures

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

StarNews Media brochures and regionally focused Coastal North Carolina Group brochures are currently in the works. Look for them in Q1!

 

 


Good To Know

  • Digital ad prices continue to rise. Our own cpm’s are very much in line with the market across the country. While our own inventory is premium and targeted resulting in higher cpm’s overall, those cpm’s continue to increase as do those across the country. Read the whols story, here at eMarketer.
  • GateHouse make a non-newspaper acquisition, focusing on the auto industry. GateHouse recently purchased all the assets of Online Automotive Solutions, a tech-enabled video, data and auto-focused inventory solutions provider. OAS has been a technology partner to recognizable media names  such as Cars.com, Chicago Tribune Company, Vehix.com and Sun-Sentinel Publishing Company, as well as direct to a large number of auto dealers. This purchase shows the importance of the auto vertical to GateHouse, as well as the importance of investing in strong ad tech solutions. More on this on the GateHouse Media website.
  • GateHouse closes on the Palm Beach Post. With a circulation of 80,000 daily/102,000 Sunday, the Post will be a strong addition in the fast growing Florida market. More on this on the GateHouse Media website.

 5MQ (Five Minute Quiz)

Taking a break…back next week.

WHY?

What is the most important question we need to answer for a business? When? How much? Where? This is the small stuff. Of course a business wants to know the answers to these questions. And too often we lead with this information. But all of these miss the point. All of these really miss the point, and prospective clients may not even listen to the answers to these questions until we answer the most important one.

WHY?

Why should a local business care about our ideas? Why is it important to me? Why is it going to make a positive difference my business life? Why should I care? Why…is something that one of the greatest sales execs of all time, Steve Jobs, considered when developing great new products. Read more about this here. 

Local businesses are real people. They don’t really care about things like programmatic advertising, customer engagement, share-of-voice, household penetration, etc. They care about their lives. The most important thing that we can consider is why…why should the local business woman or man care about what we are proposing.

Steve Jobs once said that people don’t want to know about computers; they want to know how computers will help them live better. “You’ve got to start with the customer experience and work back toward the technology–not the other way around,” Jobs said.

 

As we move forward with TRANSFORMING our sales approach, and improving the way we communicate with local businesses, we should think like Steve Jobs. The best and most effective marketing solutions will be left untouched unless they start out with WHY a local business should care about them. Our efforts to bundle and price solutions at an affordable level will never be considered unless we are able to communicate WHY they should matter to the local business owner. Starting out with WHY is what sales transformation is all about.

When we consider role models to follow, Steve Jobs is not a bad choice. Why should we care? Because our goal is impacting local business owners and their businesses. And we won’t be successful unless we can show them WHY they matter to them…first.

 

 


Quote(s) of the week

“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”

― Steve Jobs


Your MOM Knows Best 

  • BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
  • Check the menu in the upper right, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. Depend on MOM as your in-house directory.Your MOM knows all!
  • Want to follow MOM to be the first to hear about weekly updates? Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. If you are a WordPress user and are logged in, just click the Follow button in the admin bar. If you are not a WordPress user, or are logged out, just click the Follow button in the lower right-hand corner of your blog’s home page.
  • Give MOM some feedback, rate any post, or leave a comment.
  • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.


Sales

NEW-Priorities (focus…focus…focus)

  • Travel the Carolinas
  • ThriveHive-2 NEW sales this month
  • MyMags & Port City Life
  • New Business Development (100 in 100)…something to fits with every initiative!

NEW-100 Businesses in 100 Days

100 NEW BUSINESSES IN 100 DAYS starts TODAY! Look for sales incentives separately. Guidelines are here.

UPDATE! Internal Sales Calendar-WILMINGTON & ENC

  • This is an INTERNAL calendar, to be used for scheduling sales activity and planning. Customer facing calendars are being prepared quickly.

UPDATE! O&O Sell-thru…70% Goal

  • Sell thru report for CNC sites is available, check the AdOps page from the upper right corner menu of this blog.

 


Training

UPDATE!-Have you registered for JUMPSTART yet…for all MMSE’s!

This 6-day program creates an in-depth look at your existing book of business, challenges new techniques, and an overall “jumpstart” from your current position to improve performance (for you and the client.)

This new sales training for MMSE’s covers Consultative Selling, New Consumer Journey, Prospecting, Cold Calling, Effective CNA’s, Building Powerful Presentations, Delivering/Closing, Basics of Digital Solutions

JUMPSTART will be held each month:

  • March 23rd – 30th
  • April 20 – 27th
  • May 18 – 25th

You can register for the March session here: ​​https://goo.gl/forms/fOYYyoQ5Dxp4Ccq93. But don’t wait, March Registration will close on MARCH 12th​ by EOD, and all classes will be capped at 40 participants.

Your time commitment for this great new training program are as follows:

  • 1 hour, daily, LMS Learning (self-paced)
  • ​Daily assignments/activities to reinforce application of self paced content
  • 4 live Zoom calls with Cody Flowers (Friday, Tuesday, Wednesday, Friday)
  • Pre- and post- manager call required (review expectations and manager track) ​
  • 30 minute manager-led coaching, daily

All existing ENC and SNM MMSE’s will be expected to enroll in this, so don’t wait. (New hires need not enroll in JUMPSTART, there is a separate training program just for you.)

NEW!-March Digital Updates from GateHouse and ThriveHive, register today!

The March roll outs will take place on Thursday March 22nd 1-2pm EST and Friday March 23rd 10-11am EST. Make sure you make your reservation today, on the ThriveHive training website.

 

UPDATE!-iPad Sales Presentation Training Coming to an Office Near You! (ENC & WILMINGTON)

Check your email this week for dates on Tablet Presentation “practice.” This is not going to be traditional training. Assume it will look and feel more like a chance to simply hone your skills. Make sure you have a presentation you are working on for these sessions. To kick this off, we will have quick sessions to review what an iPad presentation should include, how to give it, and how to upload. If you already know all of this information, great, you can help those that may be less familiar. It’s ok if you don’t know already, because you soon will!

 


Events & Promotion

Promotions

  • Batter’s Up ENC Power Hitter Promotion-Wood Ducks Tix
  • Memorial Day Photos
  • Mother’s Day
  • MCAS Air Show

Design your own…just ask!

UPDATE-Power Hitter Sweepstakes for Wood Ducks Tix

We will be giving away 4 tickets to a Wood Ducks game every week during the season, starting the last week of March thru the first week of September. This is a very simple promotion, sponsors will be able to capture a wide variety of names and emails, and will have an elevated presence in all marketing. Plus, your sponsor can contribute their own prize to increase participation raising the stakes of the sweepstakes. Just let us know what your client wants to donate, we will create the marketing plan. Call for assistance to help set up your promotion.

Tracking our progress…

  • All Promotions will have campaigns in Sugar CRM.  Be sure to link any opportunities to those promotions
  • When entering an end date for an opportunity, be sure that you use the deadline for the promotion.
  • If you have questions, contact Alissa

encmedialive.com

Upcoming Shows…

  • Home and Garden Show, Jacksonville – March 10th & 11th
  • Home and Garden Show, New Bern – March 17th & 18th

AdOps

ENC and StarNewsMedia reports are available on the drive

  • ENC and SNM Campaign reports
  • ENC and SNM Monthly O&O Audience reports
  • GateHouse inventory availability (all sites)
  • ENCO&O  Rich Media Calendars
  • ENC Front page sticky note calendars

See the Reports page, from upper right menu of MOM!


Marketing

Pie Chart of the Week

 

Ad Agencies…friend or competitor?

According to a survey conducted by Borrell Associates, ad agencies identified local media companies as their biggest competitor! This should not be surprising given the breadth of solutions that we can now offer, the training and the resources we have at our disposal.

What does this mean to me? Ad agencies work very hard and do great work. But remember who the presentation is about, and what the goal of the “advertiser” really is. In other words, the agency is NOT the advertiser.

ENC Media Group Brochures

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

StarNews Media brochures and regionally focused Coastal North Carolina Group brochures are currently in the works. Look for them in Q1!

 

 


Good To Know

  • Google; “mobile first” ranking. What is it and what does it mean? Google;s new “mobile first” ranking is being phased in for all websites. This means that a business’s mobile site will determine how Google ranks the ranking of a site on its SERP’s. The process will be slow but it means that mobile sites will need to be viewed as the primary digital storefront for all businesses. What does mobile first ranking mean? Take a look at SearchEngineLand for the answers.
  • Customer reviews are important, but local businesses should watch out how they get them. The importance of reviews from consumers cannot be understated. Google relies on them in determining search ranking. And on other directories, they help local businesses stand out against the competition. While it’s ok to ask for reviews, local businesses should not incentivize consumers to obtain them…Google is watching! A law firm in Louisville, Kentucky, Winton & Hiestand Law Group, had the vast majority of its reviews on Google removed after it was discovered that the firm was incentivizing people to review the business with contests and giveaways. Check out the details on this story on SearchEngineLand, and make sure our local businesses are earning their reviews, the hard way.
  • What delivers more site visits…search or social? In recent years, social has been a growing influence in delivering site visits for businesses. In fact, social has been delivering MORE site visits in the past few years. However, in 2017, for the first time since 2014 search owned a larger share of visits over social. And you might be able to blam “Fake News” for that. See more about this trend here in SearchEngineLand.

 5MQ (Five Minute Quiz)

Taking a break…back next week.