That Moment When You Realize Your Customer Is Really Your Competition.

Can’t We All Just Get Along?

How many times  do you hear the word “agency” when discussing a possible sale with a local business? While it does likely does not happen daily, it comes up enough that it’s a good idea to take a look at a new dynamic.

In the “old” days, (like about 6-7 years ago) we might have presumed that presenting to an ad agency may have been just another sales call. The local business decided they wanted a 3rd party to help make the decision for them, and we decided that the “agency” now became the party to whom we were selling. In other words, the agency became the customer. The truth of the matter is that the “ad agency” was NEVER the customer, they were merely an intermediary step in our closing process. We had to convince the agency that they should convince the real customer (i.e. the  local business) that we were the best source into which to place ads. Again, the ad agency was NEVER really the customer, but we may have treated them as such.

Winding the clock (i.e. calendar) forward, our business has morphed into that resembling and agency itself. WE help businesses determine their USP and then their sales messaging, WE can create the ads, WE can help determine the actual media mix that a local business uses in their overall ad budget, WE have access to sophisticated ad networks and exchanges, and WE have deep expertise in emerging platforms upon which local businesses need to rely. This has evolved to the point, where our own company owns their own digital agency, that can do just about anything any other 3rd party can do with digital components. True, we are not in TV or Radio (at least we weren’t the last time I checked), but ThriveHive is in actuality a digital agency that has capabilites extending beyond that of many stand alone agencies in which we may come it contact.

Ad agencies now feel that WE are their #1 competitor.

Ad agencies today, feel that local media companies are their primary competitors. Not Google, not Facebook, not even other ad agencies, local media companies are their biggest threat.

This makes sense, when  you look at everything we are now doing, and are capable of doing for local customers. From managing social media, providing SEO consulting services, taking advantage of the most sophisitcated programmatic ad networks in the world, are even merely creating a new ad, we actually serve very similar functions.

What’s the difference?

The overwhelming difference between us and an ad agency is in the relationship we have with the actual customer. An agency positions themselves as an impartial 3rd party. (In all due respect to agency professionals, NOBODY is truly impartial.) While we are busy selling OUR services, an agency can stand back and evaluate our capability to deliver. This is where our position needs to start shifting today.

When local businesses feel we are focused on selling them our “stuff” we are no better than we were years ago before we grew up and became Premier Google Partners. When we limit our customer discussions to spending money in our media channels, our services, and our owned audience…well…we LIMIT ourselves. In 2017, our discussions need to be on where the customer is going, what the customer wants to achieve, and the audience the customer must reach. We need to know more about what the customer HAS TO ACCOMPLISH, then limit our recommendations to that purpose, and little else.

Advertising agencies have a tough job. That job is made tougher by the ability of many businesses to support their own marketing needs. So our business needs to shift to making recommendations, consultation, and offering business insight. Wait…that’s what an advertising agency does, isn’t it? You betcha!


Quote of the week

“Change before you have to.”

-Jack Welch,Chairman and CEO of General Electric, 1981-2001

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 5M

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


 Q3 Revenue Race

We announced the revenue race this morning…check out details on the Drive. This is our opportunity to show off against other Gatehouse proprieties of similar sizes.

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

This Summer Giveaway has already begun. Yesterday, ThriveHive began it’s Business Boost Summer Giveaway with in paper ads and email blasts. Local businesses will have the opportunity to enter this giveaway, and win great prizes for their businesses. In fact, one lucky winner will receive a custom digital marketing campaign worth $10,000!

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

Take a vacation from planning your marketing alone, and let our experts do the hard work for you!

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

Local Email Marketing to Our Own Customers

We’ve already sent our own email marketing announcement out to our own B2B list announcing the change to ThriveHive. You can check it out here,  Kinston, Jacksonville and New Bern each received their own custom version. Everyone should be letting local businesses know of our exciting change, this is a great chance to start new conversations and showcase our expertise including your own Google Digital Sales certification, imminent Google Analytics certifications, Premier Google SMB Partnership, and more.

Note: please remember that our own B2B database is dependent upon your updates. With just 2,700 names in the database today, I know we have room to grow. Please send a list of customers including name, company, job title, phone, and email address and they will be added very quickly to our own B2B list. 


Sales

 Readers Choice-Best of the Best 2017

We are off and running with our Best Of section sales. Remember we have a limited sale window, all winners (Gold, Silver and Bronze) need to know that they’ve been selected. Please remember all winners should know that this information is confidential so an embargo is in place  until we publish. New Bern and Kinston will hold special receptions in September for the local community to see the winners face to face and sample some of the great food that the restaurants have to offer.

Special 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.

These lists will be available on Monday, 7/31/17. Check out the list and then make sure you check the pricing on these great packages. Any business receiving even just one vote is eligible for this special pricing.

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

  • ENC Medical will be inserting on August 20th
  • Making the Grade Inserts on August 13th

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)

TV Preview

  • This week we are finalizing Aug 20th all ad’s in and finished by Wed

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

Jacksonville – Available

New Bern – SOLD

Kinston – Available

Keep thinking of prospects

Alissa will follow up with what is on the drive

 

 

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

Business Services Ad Spending 2016-2018

  • Readers Choice categories include a number of business types that we don’t always work with throughout the year, the Business Services category includes a number. Officially this category is defined as follows: accountants, building maintenance, computer-related services, equipment rental, pest control, copy and print services, photographers, religious organizations, security products and trucking services. So if we feel we can work with these businesses beyond our Best of the Best-Readers Choice focus, it’s a good thing to study where they actually spend their ad budgets.

Here’s how the spending from this business category would up for 2016. 

  • Online far and away was the leading category for ad budgets, taking more than half, 56% to be exact.
  • Radio and TV were the 2nd and 3rd most popular channels with 11% and 9% of the budget respectfully.
  • Newspapers were 4th with just 8% of the total ad budget for this category.

But what does 2018 spending look like?

The overall order remains the same, but only 3 categories (online, out-of-home and other print) increase.

  • Online spending is forecast to grow significantly, +27%, and will approach taking two-thirds of the total ad spend, 62% to be exact.
  • Radio will be second, but their share decreases to 9%.
  • TV and Newspapers also drop slighlty and are forecast to be tied with just 7% of the ad spending budgets.
  • What does this tell us about this category of business?
  • If we are going to talk to businesses that fall in this category, (which is exactly what we are asking to do) an overwhelming proportion of our discussion needs to be with the online and digital channels. Any discussion that does not lead with digital in this category is a discussion that will be short lived, and will not hit the mark for these small businesses.

 

Oh yeah, Borrell Compass also tells us that the average spend for this category of business in 2016 was $537 per employee.

Why is this important?

  • If you know that the local CPA firm employs a total of 8 individuals, a TOTAL advertising proposal of about $4,200 is at the top (on an average). This category does not always include the largest spending businesses, however it is a category that spends and depends on digital services. Our discussions need to be focused in that direction.

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

 

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, August 13th
  • Gwen Landry, August 24th

Vacations

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

Yellow Pages…They Are Not Going Away!

Don’t laugh…this is getting serious

Did you catch the exciting headlines about the big yellow pages announcement? Did you ever think you would see the words “exciting” and “yellow pages” in the same sentence? The answers to both of those questions are probably no and definitely not. But this is something that all of us in local media should pay very close attention to.

In late June, Dex Media announced the acquisition of YP Holdings, the publisher of the Real Yellow Pages and YP.com. If you think this really isn’t anything to watch, check out how DexYP, in their own words, describes their business “…provides local business automation software and digital and print marketing products enabling local businesses to compete and win in today’s on-demand economy. The Company will offer its Thryv℠ business automation software and its marketing solutions suite to more than 700,000 small- to medium-sized business (SMB) clients with a footprint across the 48 continental United States.”

For a long time, Yellow Pages have been characterized as a dying business, merely clinging to life. How many local businesses have we spoken to that have claimed to be held hostage by their local directory, only waiting for their contract to expire to work with us. Well the acquisition of YP.com by Dex Media puts a different light on their capabilites, and their stature as a competitor. Note the situation just described above. If the business is “waiting” for their YP or Dex contract to expire in order to work with us, at least they are still waiting. And as long as they are waiting, their current provider has an opportunity to propose anew with exciting opportunities with a MUCH MUCH LARGER company. And don’t overlook the emphasis that DexYP also places on their business automation software, under the Thryv brand. DexYP is going well out of their way to promote their digital brand, up front. (No, the similarity between Thryv and ThriveHive is likely unintentional, but it is interesting.) How often do we go to that extent? DexYP knows very well that their future relies on their digital and automated marketing success. And local businesses do as well.

DexYP is now a very significant player that has contact (and real business connections) with every single business in our local markets. That’s EVERY SINGLE ONE! That list includes those that we do business with, and those that we don’t. And I would anticipated DexYP will have a strong story about why they can and should be the “go to” local marketing services provider. After all, they have been talking to every single business in our local communities for a while, and are now leading with a very strong arsenal of digital tools.

Wait a minute, that’s what we do, isn’t it?

Ask yourself, is it? If we are not explaining to every singl business in our local markets that we are a leading provider of digital and automated marketing solutions, you know very well that somebody else is. And that competition has a recognized and familiar brand.

That IS our job. We can be boastful about our capabilites.

Yes, GateHouse publishes more dailies than anyone on the globe, and supports more than 550 local websites. But ThriveHive should be a major part of our Go-To-Market discussion.

  • 15,000+ campaigns
  • 7000+ websites
  • Voted “Best Digital Agency” by the Local Marketing Association
  • Google Premier SMB Partner

So we have alot to brag about, and our jobs now, are to make sure that as many of our local businesses know it. Because DexYP is probably already there. And they won’t have any problem reminding businesses in our market about their new size and scope. Neither should we.


Quote of the week

“It’s not the will to win that matters. Everyone has that. It’s the will to prepare to win that matters.”

-Paul “Bear” Bryant, 6x National College Football Champion

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 5M

Test your knowledge with MOM’s 5 Minute Quiz. Taking this test is mandatory for all members of the MOM audience. 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


Business Boost Summer Giveaway-July

This Summer Giveaway has already begun. Yesterday, ThriveHive began it’s Business Boost Summer Giveaway with in paper ads and email blasts. Local businesses will have the opportunity to enter this giveaway, and win great prizes for their businesses. In fact, one lucky winner will receive a custom digital marketing campaign worth $10,000!

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

Take a vacation from planning your marketing alone, and let our experts do the hard work for you!

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

Local Email Marketing to Our Own Customers

We’ve already sent our own email marketing announcement out to our own B2B list announcing the change to ThriveHive. You can check it out here,  Kinston, Jacksonville and New Bern each received their own custom version. Everyone should be letting local businesses know of our exciting change, this is a great chance to start new conversations and showcase our expertise including your own Google Digital Sales certification, imminent Google Analytics certifications, Premier Google SMB Partnership, and more.

Note: please remember that our own B2B database is dependent upon your updates. With just 2,700 names in the database today, I know we have room to grow. Please send a list of customers including name, company, job title, phone, and email address and they will be added very quickly to our own B2B list. 


Sales

Readers Choice-Best of the Best 2017

We are off and running with our Best Of section sales. Remember we have a limited sale window, all winners (Gold, Silver and Bronze) need to know that they’ve been selected. Please remember all winners should know that this information is confidential so an embargo is in place  until we publish. New Bern and Kinston will hold special receptions in September for the local community to see the winners face to face and sample some of the great food that the restaurants have to offer.

Special 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.

These lists will be available on Monday, 7/31/17. Check out the list and then make sure you check the pricing on these great packages. Any business receiving even just one vote is eligible for this special pricing.

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

Latest Ad Inventory and Rich Media Calendars Available

New campaign reports are available now! All of our clients should be seeing how their campaigns are performing. Please access these reports and make them available to clients with an accompanying discussion on how to optimize.

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

Promotions

Athlete of the Week

  • New Bern – SOLD
  • Jacksonville – SOLD
  • Kinston – AVAILABLE

College Football PICKOFF

  • Jacksonville, New Bern, Kinston
  • Promotion will run for 15 weeks (4 months of billing)
  • After each week, we pick a winner
  • Prizes will include ECU Tickets or a prize provided by the sponsor (value $100+)
  • Grand prize at the end from the advertiser (value $1,000+)
  • Special 3 Market Bundle available!
  • Need 2-3 prospects per sales rep

 

 

Upcoming Promotions – soon to be available!

Home and Holiday Show Promotion

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

Have A Prospect?

Contact Alissa Garfinkel with ALL QUESTIONS regarding upcoming promotions. 


Marketing

Pie Chart of the Week

Retail Ad Spending 2016-2018

What do you call a business that is not a roofer, exterminator, auto dealer, Realtor, doctor, or an accountant? You should know, most of the businesses we work with DO NOT fall in any of the previously mentioned categories. Miscellaneous Retail makes up a bulk of the businesses we work with. And they are so varied that it’s hard to categorize. Which is why Borrell has the Miscellaneous Retail category. Officially this is qualified as the following:

Boat sales, florists, fuel oil dealers, books, cameras, fabric sales, gifts & novelties, jewelry, liquor, luggage, leather goods, optical goods, pets & pet supplies, toys, games, hobbies and other misc. retail.

Here’s how the spending from this business category would up for 2016. 

  • Online lead the list taking 44% of the budget
  • Radio actually came in a relatively strong second taking 19%
  • Newspapers showed up respectfully with 11%
  • Local TV and Directories followed with 8% and 7% respectfully

 

But what does 2018 spending look like?

The overall order remains the same, but only 3 categories (online, out-of-home and other print) increase.

  • Online is looking to take over half of the budgets from this category, 53% in fact.
  • Radio is still second but is down to 14%
  • And newspaper is still third but also down, to 9%
  • Local TV and Directories are also down to 7% and 6% respectively.

What does this tell us about this category of business? Are our proposals overwhelmingly skewed towards digital? If not, why? What can we do to change this.

Oh yeah, Borrell Compass also tells us that the average spend for this category of business in 2016 was $1,215 per employee.

Why is this important?

If you know that the local retail business employs 5 people, a TOTAL advertising proposal of about $6000 is at the top (on an average). It’s important to know what businesses are spending and important to know what they should spend. When a business has expectations that a $10,000 budget can deliver, but their spending is going to be closer to $5,000, it’s our job to help adjust expectations.

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

…training…the new norm

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. 

Targeting 2.0

Targeting? We Dan Do That To!

Creating a customized, targeted audience for any digital campaign seems like a logical tactic, right? It’s going to be kind of hard to find anyone to disagree with that. Yet, how many times are we actually selling an audience to perspective clients without ever doing any creating in the first place? When we propose any targeted display campaign using GateHouse OnTarget without (1) submitting a custom audience request, and (2) including local O&O inventory in that campaign we are doing just that.

So this is kind of a two part challenge. The first part is going through the process of actually submitting the custom audience request, before we even start to propose our solutions. The reason for this is that the actual creation of the display campaign is part of the strategy to present to the prospective client. Anyone can target, remember that, anyone can target. However not everyone can target well, using deep insight, and Google Premier Partnership expertise. And not everyone has the array of targeting capabilities that you have at your disposal. This is a value that we bring to our prospective clients, and including that in the actual proposal makes sense.

The second part to this process, are the tactics and components selected for the display campaign. There is a very legitimate reason to include newspaper.com in virtually every campaign we create. And it has a great deal to do with local audiences, how they access information and how they view local newspaper websites. Our news websites offer local legitimacy and authority. Audiences will respond differently, and if clients are local, their message will resonate with a recognizable brand. In a Pew Research study conducted in 2016, an overwhelming majority (76%) of those accessing news via websites said they repeatedly turn to the same sources for the news they access. Our sites offer loyal audiences. And newspaper.com campaigns can still feature a level of targeting, So don’t presume that by including O&O in any targeted campaign will lose the impact of strong audience targeting.

Why is all this important? Because our local businesses deserve the best chance to reach the right customer who can make a purchase decision. Our audience provides that opportunity and the familiarity local brands have with our loyal audience is a connection that is more likely to result in a conversion. Our news sites are strong components that should be a part of almost every solution.


Quote of the week

“Whether you think you can, or think you can’t, you’re right. ”

-Henry Ford


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 5M

Test your knowledge with MOM’s 5 Minute Quiz. Taking this test is mandatory for all members of the MOM audience. 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


Business Boost Summer Giveaway-July

This Summer Giveaway has already begun. Yesterday, ThriveHive began it’s Business Boost Summer Giveaway with in paper ads and email blasts. Local businesses will have the opportunity to enter this giveaway, and win great prizes for their businesses. In fact, one lucky winner will receive a custom digital marketing campaign worth $10,000!

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

Take a vacation from planning your marketing alone, and let our experts do the hard work for you!

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

Local Email Marketing to Our Own Customers

We’ve already sent our own email marketing announcement out to our own B2B list announcing the change to ThriveHive. You can check it out here,  Kinston, Jacksonville and New Bern each received their own custom version. Everyone should be letting local businesses know of our exciting change, this is a great chance to start new conversations and showcase our expertise including your own Google Digital Sales certification, imminent Google Analytics certifications, Premier Google SMB Partnership, and more.

Note: please remember that our own B2B database is dependent upon your updates. With just 2,700 names in the database today, I know we have room to grow. Please send a list of customers including name, company, job title, phone, and email address and they will be added very quickly to our own B2B list. 


Sales

Readers Choice-Best of the Best 2017

We are off and running with our Best Of section sales. Remember we have a limited sale window, all winners (Gold, Silver and Bronze) need to know that they’ve been selected. Please remember all winners should know that this information is confidential so an embargo is in place  until we publish. New Bern and Kinston will hold special receptions in September for the local community to see the winners face to face and sample some of the great food that the restaurants have to offer.

Special Extension Packages

3 & 6 month specials in presentation format!

AdOps

Latest Ad Inventory and Rich Media Calendars Available

As we approach our Readers Choice selling season it will be more important than ever to CHECK INVENTORY AHEAD OF TIME before placing orders. Just because your proposal outlines 30,000 impressions over the next 10 days, does not mean that we ACTUALLY HAVE 30,000 impressions over the next 10 days, the way you are proposing. Please check with Jennifer, Tina, Mariela, or myself before we are committed to the customer. We will also be able to help recommend modifications to the campaign if we are running short on inventory.

See the latest ad inventory for all Gatehouse properties here.

Reader’s choice

  • Reminder that all Reader’s choice order confirmation forms need to be turned in to Tina
  • Please add your information to the shared spreadsheets once you have a signed contract.

Make The Grade

  • Please ask Tina Gilmore if you have any questions on these ad’s The sell sheets are on the drive.  Make sure that if you have sold a package that you put your info in sales web for the digital portion.

Promotions

Athlete of the Week

  • New Bern – SOLD
  • Jacksonville – AVAILABLE
  • Kinston – AVAILABLE

College Football PICKOFF

  • Jacksonville, New Bern, Kinston
  • Promotion will run for 15 weeks (4 months of billing)
  • After each week, we pick a winner
    • Prizes will include ECU Tickets or a prize provided by the sponsor (value $100+)
    • Grand prize at the end from the advertiser (value $1,000+)
  • Special 3 Market Bundle available!
  • Need 2-3 prospects per sales rep

Upcoming Promotions – soon to be available!

  • Home and Holiday Show Promotion
  • Labor Day Promotion
  • Veteran’s Day
  • Halloween Sponsorship
  • Breast Cancer Awareness Promotions (Pink Sponsorship is SOLD)

Have A Prospect?

Contact Alissa Garfinkel with ALL QUESTIONS regarding upcoming promotions. 


Marketing

Pie Chart of the Week

How Much Do Local Business Spend on Advertising Per Employee?

Did you know that the average Pest Control company in our market spends 11x’s as much on advertising per employee as do Health Care providers? And that includes local hospitals. In fact Pest Control businesses spend almost as much per employee as do auto dealers. That might surprise you. How many full page, 4-color ads are we seeing for pest control companies?

That is one of the neat factoids that can be pulled from the Borrell Compass Data. The Pie Chart attached simply shows %’s for an average ad budget for one of the many small businesses in our 7-county Coastal North Carolina Region. And to reiterate, online captured nearly 1/2 of every ad dollar spent in 2016. But one of the data points that also comes with the handout download portion of the Compass Data is the average spend, tied to an employee number. Simple math nets the average spend per employee.

Here’s a few more business categories and the average ad spend per employee from 2016.

Why is this important?

Do you ever wonder if your proposals make fiscal sense? Ever wonder whether or not “too much” is really too much? The Borrell Compass Data can show you just what an average advertising spend is for so many business categories, and you can do the simple division to determine what the average spend per employee is. So that means, the next question you want to ask a local business is just how many employees he/she has. Once you have that number, you have an idea what an “average” ad budget might be.

Note: these are 2016 totals, not the forecast year. But if you assume a modest increase you should be very close to the right number for the local business. 

 

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

…training…the new norm

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

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. 

Google Analytics for Beginners Thursdays

This is just a reminder, all sales personnel will be required to pass Google Analytics for Beginners by Labor Day. You may work ahead immediately by logging into your Google account and proceeding. Or you may pace yourself with other GateHouse employees learning more about Google Analytics each Thursday in July. Simply access the information here, and enroll.

 

Stop Selling Ads-Part II

Stop Selling Ads To SMB’s…They Need Your Service

Earlier this year, in the Feb 6 edition of MOM to be exact, we discussed how local businesses don’t really purchase ads, they actually want solutions to a need. But that was our own take. Now it’s time for some experts in marketing services to weigh in on the same subject. The recent StreetFight Summit featured a panel including some the biggest names in marketing services discussing the challenges of serving local SMB’s. Their consensus was that marketing services are commonplace, and the way to successfully serve local businesses was to actually be of service to them. (Not a revolutionary concept, but one that deserves reinforcing.)

You can find a feature on this panel in the June 15 edition of StreetFightMag.  But boiling it down to it’s basics, here are the take aways of the panel’s observations.

  • “…SMBs want not only a product tailored to their needs but also a personalized service experience in the form of someone on the digital marketing side who can discuss the problems and needs particular to their businesses.”
  • “There’s no such thing as a small business when trying to reach a small business… It’s a person…(you need to)…love the idea that you’re going to spend time talking to each person, to each business.”
  •  “You have to create a perception of value through good service.”
  • Digital marketers working with SMBs should ask themselves, “How can they capture more value for the customer with whom they build a great relation?”
  • “Their (SMB’s) bottom line is: are there customers coming through the door for me?”
  • “Attribution is key…staying in touch with clients to make sure the product is meeting their expectations is essential.”

The bottom line is this…EVERYONE is in the marketing services game. GoDaddy and VistaPrint can update online business listings, Deluxe Check Printing can improve online visibility, Google is offering free websites, and my nephew Sam, just finished his YouTube video lessons on website coding, so he is offering a great deal for local businesses. SMB’s have no problem accessing “stuff” to “do” marketing. However, research tells us that they are severely challenged when it comes to an understanding of how to make the stuff work for them, whether it’s working (or not) along the way, and whether or not the person, i.e. my nephew really cares whether or not they are successful in the first place. If we aren’t showing our local businesses how to accomplish their goals with the services we provide, we are no different from anyone else. But if we are going to show them HOW to be successful, and take time to help them monitor the ideas we provide, we are their friend, their partner, and part of their success.

Our job is not to SELL STUFF, no matter what anybody says. Our job is to show local businesses how to be successful. The GateHouse shift in focus from Propel to ThriveHive supports that. Their customer service outreach, and features like the Guided Marketing Platform support us, and local customers. Making sure that every local business within our reach is aware of our capabilites, being expert in understanding those capabilites, and then actually staying in touch with them to provide guidance along the way before, during and after campaigns is our real job.  If we are just selling ads to local businesses, my nephew will be in touch soon.


Quote of the week

“If you have everything under control, you’re not moving fast enough.”

-Mario Andretti


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.
    • The AdOps page will always feature a link to the most recent daily O&O inventory reports and ad campaign reports and contact information
    • The Promotions page will always feature a link to upcoming promotions, the promotions Intake form, and contact numbers
    • The Training page will always feature a link to ThriveHive and Gatehouse training updates
  • 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 5M

Test your knowledge with MOM’s 5 Minute Quiz. Taking this test is mandatory for all members of the MOM audience. 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


Business Boost Summer Giveaway-July

This Summer Giveaway has already begun. Yesterday, ThriveHive began it’s Business Boost Summer Giveaway with in paper ads and email blasts. Local businesses will have the opportunity to enter this giveaway, and win great prizes for their businesses. In fact, one lucky winner will receive a custom digital marketing campaign worth $10,000!

Across all our markets, Gatehouse Media Promotions will run display ads and social media ads to promote the giveaway. When people click on the ad or go to the URL on the print ad, they will be taken to a form where they will fill in their information in order to be entered. People can enter once a day.

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

Take a vacation from planning your marketing alone, and let our experts do the hard work for you!

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

Local Email Marketing to Our Own Customers

We’ve already sent our own email marketing announcement out to our own B2B list announcing the change to ThriveHive. You can check it out here,  Kinston, Jacksonville and New Bern each received their own custom version. Everyone should be letting local businesses know of our exciting change, this is a great chance to start new conversations and showcase our expertise including your own Google Digital Sales certification, imminent Google Analytics certifications, Premier Google SMB Partnership, and more.

Note: please remember that our own B2B database is dependent upon your updates. With just 2,700 names in the database today, I know we have room to grow. Please send a list of customers including name, company, job title, phone, and email address and they will be added very quickly to our own B2B list. 


Sales

 

Readers Choice-Best of the Best 2017

We are off and running with our Best Of section sales. Remember we have a limited sale window, all winners (Gold, Silver and Bronze) need to know that they’ve been selected. Please remember all winners should know that this information is confidential so an embargo is in place  until we publish. New Bern and Kinston will hold special receptions in September for the local community to see the winners face to face and sample some of the great food that the restaurants have to offer.


AdOps

Latest Ad Inventory and Rich Media Calendars Available

As we approach our Readers Choice selling season it will be more important than ever to CHECK INVENTORY AHEAD OF TIME before placing orders. Just because your proposal outlines 30,000 impressions over the next 10 days, does not mean that we ACTUALLY HAVE 30,000 impressions over the next 10 days, the way you are proposing. Please check with Jennifer, Tina, Mariela, or myself before we are committed to the customer. We will also be able to help recommend modifications to the campaign if we are running short on inventory.

See the latest ad inventory for all Gatehouse properties here.

ENC Medical

  • All ENC Medical ad’s and articles should already be in but if not please make sure they are by the end of Monday, July 17.

Reader’s choice

  • Reminder that all Reader’s choice order confirmation forms need to be turned in to Tina
  • Please add your information to the shared spreadsheets once you have a signed contract.

Sticky Notes

  • Please remember that the backside of sticky notes must now only have a white background and black text.  If it is sent with anything else it will be sent back to you to have it redone.

Make The Grade

  • Please ask Tina Gilmore if you have any questions on these ad’s The sell sheets are on the drive.  Make sure that if you have sold a package that you put your info in sales web for the digital portion.

Promotions

Athlete of the Week

  • New Bern – SOLD
  • Jacksonville – AVAILABLE
  • Kinston – AVAILABLE
  • Alissa is calling on customers. If they are a good prospect, they will be called. Do not expect to get notified if they have been inactive for 90 days or are new business and in your territory.
  • No AOW Sponsorship is sold until a signed contract is given to Alissa.

Upcoming Promotions – soon to be available!

  • College PICKOFF
  • Home and Holiday Show Promotion
  • Labor Day Promotion
  • Veteran’s Day
  • Halloween Sponsorship
  • Breast Cancer Awareness Promotions (Pink Sponsorship is SOLD)

Have A Prospect?

Think promotions are too expensive? Think again… co-op is more attainable than you may think. Need ideas to start? Look at AdMall or Gatehouse’s Co-Op Spreadsheet

Contact Alissa Garfinkle with ALL QUESTIONS regarding upcoming promotions. 


Marketing

Pie Chart of the Week

Where Do Furniture Stores Spend Their Marketing Dollars?

In the Coastal NC 7-county region, Furniture Stores still spend a few dollars in newspapers. But the overwhelmingly large componnet of their marketing budget is devoted to online channels.

Advertising Budgets (2017 Forecast) for Average Furniture Store (Brunswick, Craven, Lenoir, New Hanover, Onslow, Pamlico, Pender Counties.) 

Note: Because the 2017 SMB survey is still not compiled, 2017 stats are a forecast emanating out of the 2016 survey. Borrell’s experience would suggest such forecasts to be relatively accurate.

  • Online is the most used channel for advertising approaching 50% of the ad budget%
  • A surprise for radio here, they are the 2nd most used channel for advertising accounting for 12%
  • Newspaper and Local TV are tied with just under 10% of the advertising spending.

As an aside, Borrell Compass data also tells us that Furniture Stores spend approximately $9.6K on advertising for every employee. So, if a local furniture store in your area employees 20 people, you can anticipate that the total annual ad spending would be more than $180K!

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

…training…the new norm

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

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. 

Google Analytics for Beginners Thursdays

This is just a reminder, all sales personnel will be required to pass Google Analytics for Beginners by Labor Day. You may work ahead immediately by logging into your Google account and proceeding. Or you may pace yourself with other GateHouse employees learning more about Google Analytics each Thursday in July. Simply access the information here, and enroll.

 

Do As I Say…Not As I Do?

Does this guy remind you of anybody? That’s right, we get all the cool information about emerging marketing trends before anyone else, so we can let local businesses know what they “should” be doing. Makes us sound smart, right?

Well, one piece of information coming out of the 2017 Borrell SMB Survey that we should be on top of is the fact that email marketing is considered to be THE MOST EFFECTIVE “direct” marketing channel for SMB’s today. In fact, SMB’s rank email marketing as the 2nd most effective marketing channel overall, behind TV commercials, and even better than social media. Take a look at Borrell’s “chart of the week” showing just how highly local businesses rank email marketing.

Take a look at this chart. Nearly 2/3’s of all SMB’s surveyed so far use email marketing. And a good number of those do so once a month or even more. In addition, more than 1/2 of all SMB’s surveyed have 1000 or more emails stored in their own email database.

So…what does this mean to me? 

Several things…

  • Are we asking our local businesses how they are capturing email addresses for their own marketing efforts? If a vast majority of local businesses use email marketing, and feel it is very effective, it’s likely that helping them capture additional emails for their own database would be a worthy marketing goal. We can do that!
  • The new ThriveHive New Website Plus includes a modest email marketing tool that local businesses can employ. Yes, it is part of the New Website Plus product. This means that the new website product ALSO includes one of the strongest marketing tools that local businesses can employ today. We can do that!
  • If email marketing is so good, why aren’t we using it? Well, ENC Media Group actually is. Our latest email marketing effort is described later in today’s MOM issue. And we do this to our B2B database about once a month, sometimes more. But that database is dependent upon your input. So we still need your local contacts added to our overall B2B database in order to be as comprehensive as possible. We can do that!
  • If email marketing is so good, why aren’t YOU using it? We are providing templates for our product announcements and sales messaging pretty regularly. If you are using these templates to send to YOUR own customers under your own email signature, that is great. If you have not climbed on board yet with this practice, just ask how you can start employing email marketing for your own benefit. YOU can do that!

Do as I say…AND…as I do!


Quote(s) of the week

“Practice does not make perfect. Only perfect practice makes perfect.”

-Vince Lombardi

“People believe practice makes perfect, but it doesn’t. If you’re making a tremendous amount of mistakes, all you’re doing is deeply ingraining the same mistakes.”

-Jillian Michaels


Notes to “Note”

Weekly MOM

Your MOM has changed. MOM’s do sometimes, that’s a good thing right?
The new blog format means that you can subscribe to MOM and get updates sent to you as they occur.
  • 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.
    • The AdOps page will always feature a link to the most recent daily O&O inventory reports and ad campaign reports and contact information
    • The Promotions page will always feature a link to upcoming promotions, the promotions Intake form, and contact numbers
    • The Training page will always feature a link to ThriveHive and Gatehouse training updates
  • 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 5M

Test your knowledge with MOM’s 5 Minute Quiz. Taking this test is mandatory for all members of the MOM audience. 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


Business Boost Summer Giveaway-July

This Summer Giveaway has already begun. Yesterday, ThriveHive began it’s Business Boost Summer Giveaway with in paper ads and email blasts. Local businesses will have the opportunity to enter this giveaway, and win great prizes for their businesses. In fact, one lucky winner will receive a custom digital marketing campaign worth $10,000!

Across all our markets, Gatehouse Media Promotions will run display ads and social media ads to promote the giveaway. When people click on the ad or go to the URL on the print ad, they will be taken to a form where they will fill in their information in order to be entered. People can enter once a day.

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

Take a vacation from planning your marketing alone, and let our experts do the hard work for you!

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

Local Email Marketing to Our Own Customers

We’ve already sent our own email marketing announcement out to our own B2B list announcing the change to ThriveHive. You can check it out here,  Kinston, Jacksonville and New Bern each received their own custom version. Everyone should be letting local businesses know of our exciting change, this is a great chance to start new conversations and showcase our expertise including your own Google Digital Sales certification, imminent Google Analytics certifications, Premier Google SMB Partnership, and more.

Note: please remember that our own B2B database is dependent upon your updates. With just 2,700 names in the database today, I know we have room to grow. Please send a list of customers including name, company, job title, phone, and email address and they will be added very quickly to our own B2B list. 


Sales

ENC Medical

ENC Medical deadline has come…and gone! We may be able to fit more business in, so if you have anyone on the fence, please let them know we may have a couple of days to make a decision. THIS MAY CHANGE AT ANY TIME, due to print schedules so please let all potential customers know. Final ad copy and editorial must be totally completed and approved by July 14!

ENC Athlete of the Week

NEW BERN IS SOLD! But the clock is still ticking for Kinston and Jacksonville. All presentations must be approved ahead of time by Alissa Bowditch, and are FIRST COME FIRST SERVED. (This means we cannot hold any sponsorship commitment without a firm signed agreement. But once we have that, the sole-sponsorship is closed and unavailable to anyone else in that market.)

This is one of the largest sponsorships we’ve brought to market, and one that many local customers will want to hear more about. Check out details under Sponsorships in this week’s edition of MOM.

Contact Alissa if you have questions.

Readers Choice-Best of the Best 2017

We will be debuting finalists in all offices this week along with sales packages. This year’s efforts include special events available to the public for all Gold, Silver and Bronze winners to show off. We will see you in Jacksonville on Tuesday, Kinston on Wednesday and New Bern on Thursday!


AdOps

Latest Ad Inventory and Rich Media Calendars Available

As we approach our Readers Choice selling season it will be more important than ever to CHECK INVENTORY AHEAD OF TIME before placing orders. Just because your proposal outlines 30,000 impressions over the next 10 days, does not mean that we ACTUALLY HAVE 30,000 impressions over the next 10 days, the way you are proposing. Please check with Jennifer, Tina, Mariela, or myself before we are committed to the customer. We will also be able to help recommend modifications to the campaign if we are running short on inventory.

See the latest ad inventory for all Gatehouse properties here.

Welcome Megan!

Megan Diaz is the newest member of the ENCMG AdOps team. She will be working out of the Jacksonville office primarily. Give her a shout next time you are there. Welcome to ENC Media Group Megan!


Promotions

July/August Promotion Ideas

    • Check out some ideas HERE

Think promotions are too expensive?

Have A Prospect?

Athlete of the Week

    • New Bern is SOLD! Congrats Tyler Beaman!
    • Jacksonville and Kinston are still available. Remember — it is first signed, first served, we cannot hold these without a firm written contract. Thanks. 

Remember… if you don’t know where to start, just contact Alissa!


Marketing

Pie Chart of the Week

 

Did you know that we are the “big guys in town?”

Borrell Compass Data provides interesting data and pairing it down allows us to see just how influencial we actually can be for our local customers.

The two pie charts below show a 2017 Forecast for Coastal NC SMB’s, 7-counties, including ALL marketing channels (advertising and non-advertising.)

The largest single component for all SMB’s is in teh form of “discounts.” These need to be accounted for by local businesses and they are tallied in the “non-ad” column. The second largest single component would be where we come in. Granted, it’s not a “single” channel, but if you assume “Marketing Services” includes digital, sponsorships, promotions and newspapers our piece of the Coastal NC pie is nearly 24% of total marketing budgets. And that pie includes the huge chunk dedicated to discounts, something we simply cannot control.

 

 

The pie chart on the right shows the same 7-county spending if we eliminate discounts from the equation. Remember, we cannot control that. After discounts is eliminated from the equation, “Marketing Services” now takes up almost 60% of the entire marketing budget.

 

 

What this means is simply this, we have every right to ask for a considerable piece of our local business’s investment if we plan it out wisely. This means including all of our opportunities…print, digital, digital services, events, promotions and sponsorships. All of these are used considerable by local businesses. You might want to dig a little deeper into the Borrell Compass data, and look beyond 2017 at the same equation. We’ll be discussing this more in our 1 on 1’s but if you want some assistance, see your local Compass Navigator in your office, or contact Alissa Bowditch or myself.  This kind of information is invaluable and is “documented” to help close significant contract proposals.


Training

…training…the new norm

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

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. 

Google Analytics for Beginners Thursdays

This is just a reminder, all sales personnel will be required to pass Google Analytics for Beginners by Labor Day. You may work ahead immediately by logging into your Google account and proceeding. Or you may pace yourself with other GateHouse employees learning more about Google Analytics each Thursday in July. Simply access the information here, and enroll.

Summer Online Solutions Academy Starts Tuesday July 11

Starting Tuesday, July 11, and for the following two Tuesdays, you have a chance to gain deeper learning about a number of GateHouse and ThriveHive solutions. This is a great chance to get hands-on training and be able to ask questions of the trainers, as well as hear other questions from GateHouse employees just like yourself. Register here.

Why Do Customers Say Yes?

Relationships matter, right? Local businesses purchase our services because of our strong ties to the community right? Or do they say “yes” to our proposals because we back them up with such compelling analytics that they can’t say no? Well, it seems that there’s some truth in both assumptions.

Coming out of Borrell’s latest SMB Survey are some details on what local businesses use to make their final decision. A chart on Borrell’s findings can be found here.  

What is telling is that customer decisions to purchase “traditional” marketing channels are simply NOT based on analytics. Local businesses tend to go with their “gut” when making decisions on traditional, or legacy media channels. But when it comes to digital media, they rely on facts, analytics, and statistics to validate their decisions. There’s likely various reasons for this. The most logical is simply that digital media lives and breathes analytics, where legacy media does not, and in some cases CAN NOT. There once was a time (I have personal and professional experience with it) when traditional media leaned heavily on Scarborough, Simmons, Gallup, Nielsen (yes the same Nielsen ratings) and ABC to prove their audience. We could verify, without a shadow of a doubt how large an audience we delivered, or how many were male/female, home owners, multiple car owners, etc. This came in handy.

Enter Digital Media

Then when digital media came on the scene, analytics took on a whole new meaning. Not only could advertisers determine the size, look, and shape of the audience, they could track the customer path all the way to conversion. This inherent quality of digital media, the granular nature of audience and behavioral measurement, has resulted in potential customers that are becoming very discerning in what they will purchase. They are basing most of their decision-making for digital media on hard analytics, not their gut. And what about traditional, or legacy media? Seems that all the focus on hard analytics has shifted to digital, and local businesses are relying on their “gut” feelings to make those decisions.

The Take-Away

Local marketing services providers should be on top of their game when it comes to any analytics that justify recommendations. Local businesses won’t enter into an SEM or SEO agreement without statistics to back up the investment or ROI. Targeted display campaigns won’t be accepted without  hard justification as to how wide and deep the reach is going to be, nor without ongoing measurement tools accompanying the purchase. On the other hand, because local businesses are still using their “gut” feelings for traditional media, it means that we need to be very good stewards of the entire sales process for print components. While we may not have detailed audience statistics on our printed products, we have basics and we should use them. Then, we have to be great sales representatives and not just throw prices and sales sheets at local businesses in justifying recommendations.

Remember, local businesses want to know that they are making the right decision. Facts and analytics will help in justifying digital components, and they will not replace good salesmanship for our multimedia solutions including traditional and digital channels.

Note: While we are on the subject of analytics, don’t forget to register for Google Analytics for Beginners Thursdays. All sales personnel will be required to pass the Google Analytics for Beginners certification by Labor Day. These Thursday sessions will walk you thru the certification process. 


Quote of the week

“You can’t build a reputation on what you are going to do.” 

-Henry Ford


Notes to “Note”

Weekly MOM

Your MOM has changed. MOM’s do sometimes, that’s a good thing right?
The new blog format means that you can subscribe to MOM and get updates sent to you as they occur.
  • 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.
    • The AdOps page will always feature a link to the most recent daily O&O inventory reports and ad campaign reports and contact information
    • The Promotions page will always feature a link to upcoming promotions, the promotions Intake form, and contact numbers
    • The Training page will always feature a link to ThriveHive and Gatehouse training updates
  • 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

MOM’s 5 Mintue Quiz is back with a special July 4th edition. Taking this test is mandatory for all members of the MOM audience. 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


How many of us have made the announcement to clients about our new brand? We should be loud and proud about this, it’s another way for us to make sure our name is moving closer to top-of-mind positioning. In several community meetings recently we’ve seen that our single masthead brand becomes less of an issue next to other media companies bragging of their capabilities. ThriveHive is the way we can punch through that. Teamed with our regional ENC Media brand, and the weight that the Gatehouse Media brand offers, our footprint is formidable.  If you still need access to the email template that can be sent to all local customers, it’s here. Feel free to let all businesses know. You’ll be seeing in-house ads this week adding to the excitement.


Sales

ENC Medical

ENC Medical deadline has come…and gone! We may be able to fit more business in, so if you have anyone on the fence, please let them know we may have a couple of days to make a decision. THIS MAY CHANGE AT ANY TIME, due to print schedules so please let all potential customers know. Final ad copy and editorial must be totally completed and approved by July 14!

ENC Athlete of the Week

We have made several presentations with very good response so far. Because this is a weighty campaign and sponsorship we can allow some decision time. But the clock is ticking now. All presentations must be approved ahead of time by Alissa Bowditch, and are FIRST COME FIRST SERVED. (This means we cannot hold any sponsorship commitment without a firm signed agreement. But once we have that, the sole-sponsorship is closed and unavailable to anyone else in that market.

This is one of the largest sponsorships we’ve brought to market, and one that many local customers will want to hear more about. Check out details under Sponsorships in this week’s edition of MOM.

Contact Alissa if you have questions.


AdOps

Digital Campaign Reports

June reports are now uploaded to the drive. All digital customers should be receiving traffic reports several times a month. The month end reports (June 2017) should be accompanied by a discussion regarding the overall campaign, optimization recommendations, and campaign adjustments if desired. Please reach out to anyone in AdOps or the Digital Dept if you have any questions. This will be part of our 1 on 1 discussions over the next couple of weeks, so if you would like a deeper conversation on how best to position these discussions, let’s talk.

O&O Site Audience Reports

June website audience reports (traffic reports) are now uploaded to the drive. These reports, include a monthly summary of page views, users, sessions, audience demographics and location. These reports do not represent a “value” for customers, they merely validate the “who” and “how many” our newspaper.com audiences represent as a potential for local advertisers. All digital display campaigns are recommended to include OnTarget targeting PLUS newspaper.com. To validate those recommendations, or in cases where newspaper.com is proposed solely these documents show the size and breadth of the audience as well as how that audience may access our sites.

Feel free to ask questions regarding these reports. We’ll discuss these more in one of our W3‘s (Weekly Wednesday webinars) this month.


Promotions

July/August Promotion Ideas

  • Check out some ideas HERE

Think promotions are too expensive?

  • Think again… co-op is more attainable than you may think. Need ideas to start? Look at AdMall or Gatehouse’s Co-Op Spreadsheet
    • Note to all sales: Co-op opportunities contributed to one of the largest ThriveHive sales we have closed to date at ENC Media Group, $69K! Don’t overlook this opportunity, and if you need help just contact Alissa

Have A Prospect?

  • Just fill out the Promotion Intake to get the conversation started
    • This is a simple process, and will yield great insight for customers. 

What is a Turn-Key promotion?

  • Some of you may not be aware of the terms that Second Street uses for their promotions.
    • Custom Promotions are just that, they are customized for specific customers.
    • Turn key promotions are ready-made. They are great examples of what you can use to generate business and generate results for customers.
      • Example: New Bern Historical Society will be a NEW ThriveHive customer with incremental spending as a result of two turn-key promotions, taken off the shelf, generating approximately 300 names of local residents that want to know more about them. Would you like to deliver the same type of results? These are quick promotions with little setup needed. Need more?
      • Here’s a couple of examples of turn key quizzes…using these, local businesses extend their brand, and capture valuable user information that they can use to add to their own mailing list.

Marketing

Pie Chart of the Week

How local businesses, as a group, spend their local ad budgets in 2016.

(Coastal NC Region including the following counties-Brunswick, Craven, Lenoir, New Hanover, Onslow, Pamlico, Pender.)

 

 

 

Between 2016 and 2018, newspaper share of local advertising in our region is expected to decrease by 15%, and will contribute only 7% to local marketing budgets. Online is anticipated to increase by 37%, contributing 59% to local marketing budgets. The only three categories to expect growth will be Cable TV, Out of Home, and Online advertising.

 

Are you accessing Compass date to validate your proposals? We’ll be discussing this more in our 1 on 1’s but if you want some assistance, see your local Compass Navigator in your office, or contact Alissa Bowditch or myself.  This kind of information is invaluable and is “documented” to help close significant contract proposals.


Training

…training…the new norm

This week’s Training entry includes some extremely important information. All sales personnel should review this and access all sites that are mentioned. You’ll see several training opportunities to which you may register. A couple are mandatory, the new Learning Management System that replaces several other training destinations, and Google Analytics for Beginners. There are also others you may register for. In order for all of us to be of value to local businesses, we will continue to upgrade our learning and enroll in training. While some of the sessions are optional, actually knowing what is being trained will not be. In other words, what we are training to will be expected of all as we evolve into a digital services company.
Feel free to shout out with any questions. This is a great opportunity.

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. 

Google Analytics for Beginners Thursdays

This is just a reminder, all sales personnel will be required to pass Google Analytics for Beginners by Labor Day. You may work ahead immediately by logging into your Google account and proceeding. Or you may pace yourself with other GateHouse employees learning more about Google Analytics each Thursday in July. Simply access the information here, and enroll.

Summer Online Solutions Academy Starts Tuesday July 11

Starting Tuesday, July 11, and for the following two Tuesdays, you have a chance to gain deeper learning about a number of GateHouse and ThriveHive solutions. This is a great chance to get hands-on training and be able to ask questions of the trainers, as well as hear other questions from GateHouse employees just like yourself. Register here.

Amazon Is Buying Whole Foods-Why Should I Care?

Amazon’s purchase of Whole Foods is making small businesses think twice about their plans for the future.

 

TRUE STORY

I shop at a small, local natural food store in Kinston weekly. I’ve seen the store go from one location, to two locations, eventually closing down one of them, then recently tell me they are thinking of moving to a new location altogether, (within ENC-land.) But last week, she sang a different tune. Her concern…what will Amazon’s purchase of Whole Foods do to her business?

This small local store was fully prepared to compete with Lidl as they open new stores in our markets. She was watching and preparing to compete with Aldi and Publix as they open new locations. And she felt pretty comfortable that any changes Kroger might make with Harris Teeter would be ones she could deal with. And the closest Whole Foods was located in Raleigh, so they were not in the picture (literally.) But Amazon is now a whole new ball game. In short, the business owner confided in me that she does not really know how to compete against this new competition. She is actually contemplating whether it’s worth it to try, and her plans to relocate are either off the table completely, or delayed considerably. What was a national story that many of us feel does not have real local implications, became the most pressing issue on this one local business owner’s mind.

This store owner no longer will be competing against big boxes, she will soon be competing against the convenience of seemingly immediate availability, door-to-door delivery, and a significant inventory. And when it comes to customer service, you may not necessarily be an Amazon fan, but to be honest they have gone to great lengths to lower the barrier, and Amazon annually ranks very high in customer service ratings.

What does this mean to me? Well, we can’t stop Amazon from being…well…Amazon. But we can help local businesses be more immediate with customers. We can help them connect with customers more intimately. We can show local businesses, many of whom have thought they may be immune to digital disruption due to their “local service focus” how they can become more digitally focused themselves.

Propel, now ThriveHive, is a Premier Google SMB Partner. That’s GOOGLE, got it? All of us have passed Google Digital Sales Certification, and will soon pass the Google Analytics for Beginners training. Some of us are even Google AdWord Certified. These are not casual achievements. They fully prepare us to help local businesses be more immediate to their customers, be closer to them through constant digital engagement, and to solidify a relationship that might be at risk as new competition comes to our markets and our lifestyles.

These are things to remember as these types of discussions arise with local businesses in our markets. We are in a position to be their #1 marketing resource now, and moving forward. And the new ThriveHive brand will help set us apart even more for the future.

For more about Amazon’s recent purchase of Whole Foods and how it impacts local businesses, check out StreetFightMag.com.


A Note To All About This Blog

MOM has changed. MOM’s do sometimes, that’s a good thing right? The new blog format means that you can subscribe to MOM and get updates sent to you as they occur. You can be notified of the updates, when they happen, and still MOM is on all devices.

Two more things about the new MOM.

The menu in the upper right includes tabs that will maintain static pages. We will keep updating the inforamtion 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 contribuitng to MOM, so responses will have several perspectives. This is your MOM, at least at work that is.


Effective immediately, Propel Marketing has changed it’s name to ThriveHive.

The new name, and brand, ThriveHive will help better position our digital arm as a unique player in the digital marketing space. (The Propel brand was duplicated in several industries.) This new brand conveys our blend of an easy-to-use marketing software platform, with turn-key advertising services. This shift to ThriveHive better fits the primary goal: helping you succeed online.

Every piece of Propel Marketing collateral has either been changed, or is in the process of being changed. FYI, all new IO’s are already changed, new ThriveHive IO’s can be downloaded from the Gatehouse Media Portal. Already the sales collateral that is available from Gatehouse reflects the new brand. This is an exciting move, and a great opportunity to speak to all local businesses about the new services we offer. Combining that with our own local expertise, (ThriveHive is a Google SMB Partner and our entire sales team has passed the Google Digital Sales certification), all local businesses can place their trust in our brand and our expertise.

Be prepared, there is always more to come. As Gatehouse and ThriveHive invest in new technology and refine their offerings, we will continue to stay one step ahead in this fast changing, multi-screen world, so we can deliver results for our local customers. 

You will start to see ThriveHive promotion in all of our media immediately. ENC Media Group will be sending direct mail announcements to our entire B2B database this week. Business cards will be re-issued as soon as we can accommodate.

Please make sure you download THE LATEST sales collateral from the Gatehouse Media portal immediately. 


Sales

ENC Medical

ENC Medical deadlines on Friday, June 30 with all final creative and ad copy due July 14. This is a great opportunity to start long term discussions with local businesses that are using more and more digital tools.

ENC Athlete of the Week

This is one of the largest sponsorships we’ve brought to market, and one that many local customers will want to hear more about. Check out details under Sponsorships in this week’s edition of MOM.


AdOps

IMPORTANT Sticky Notes

  • Please remember that the back of the sticky note can only be ONE color  ( text is best and only a small logo.) We have been getting a lot of push back from our provider about this and they have been fixing it on their end. However, we now need to send it to them already finished.
    • Please remember when creating in ATOL that you ask for the text to be only one color; you may ask them to gray scale the back side if the logo has has color in it.  Going forward if the finished creative does not conform to these specifications, it will be sent back to you to be created correctly AGAIN. This will delay everything for the customer and for other customers that are in the queue. Please ask if you want assistance with this. 
  • Josh Walton is on vacation the week of July 4th, so we have other’s chipping in. Please be patient during that time.  Mostly, Becky and Tina will be filling in for Josh while he is out,  we will handle all the work as fast as we can during this time.  Thanks for your cooperation!
  • REMINDER:  ENC Medical forms need to be sent to Tina and all ad copy and articles are to be final by 5pm on Friday July 14th

Promotions

Think promotions are too expensive?

Think again… co-op is more attainable than you may think. Need ideas to start? Look at AdMall or Gatehouse’s Co-Op Spreadsheet

Have A Prospect?

Alissa’s schedule

This is flexible in regards to meeting with clients):

  • Monday – New Bern
  • Tuesday – Jacksonville
  • Wednesday – New Bern
  • Thursday – Kinston
  • Friday – New Bern

**Always available via email or mobile to discuss any possibilities.

Athlete of the Week

This big sponsorship applies to businesses that:

  • Want/Like to Be/Already are highly involved in the community
  • Audience of families, high school students, athletes
  • Does not currently run with us, is sporadic with advertising, or has potential for a large campaign

Sponsorship includes:

  • Exclusivity
  • Reaching a huge audience through digital and print
  • Logo and recognition on all items associated with AOW
  • Customize marketing campaign (to be used at the discretion of the advertiser)
  • Target their ideal audience

This is a major campaign and is not meant for smaller accounts that have the capacity to spend less than $2k per month.

In the comments below – Name a prospect you may have for this sponsorship (if you have discussed it with Alissa – try and name another one not discussed)


Training

Google Analytics for Beginners-Required for All Sales Personnel and Managers

ThriveHive/Propel Marketing is offering a series of four weekly sessions to review the 4 units of the Google Analytics for Beginners self paced course at 1 pm Eastern / 10 am Pacific on Thursdays in July. (July 6, 13, 20, 27).  GateHouse and ThriveHive sales leaders, sales managers, and salespeople are required to complete all four Units by Labor Day (September 4th).


Participants are asked to complete the Unit of the Week and the corresponding short Assessment before each live session. If you do not achieve the minimum score you can retake it after 7 days.  In the live virtual classrooms we’ll review the Unit of the week, clarify questions from the Assessment and a member of the Analytics Team will join us to provide more insights to your inquiries.

After completing all four Units you will have successfully completed the Google Analytics for Beginners Course and you can download your certificate. When you pass the Beginner’s course you can opt to continue to take the Advanced Analytics Course.  Once you pass both courses – you will receive a more formal Certification that you have passed the Google Analytics Exam.

Here’s the link for more information. Remember, all sales personnel are required to pass this by Labor Day! Feel free to ask questions, and good luck.