WHAT CAN GOOGLE TEACH US ABOUT PROSPECTING?

As it turns out, quite alot!

For those of us that have passed/renewed the Google Digital Sales Certification (ahem…more on this in training in this week’s edition) you’ve already seen the great suggestions about prospecting coming out of Google. As our two prospectors (get it, prospectors?) in the graphic  are saying, it’s not about selling product, it’s about setting an appointment. 

Prospecting, i.e. finding new potential from formerly non-customers, is the heart of what we are about. Of course we are digital, a media company, maybe even a digital agency. But at our core we’re a new business development machine. Or at least, we should be.

Google has some neat suggestions on prospecting. Here’s their 10 tips for great prospecting. (Click on the graphic for a larger version.)

Some of these are pretty plain and basic, like have a plan, be enthusiastic, etc. Plain and basic they may be but they are still right on. One of the tips that really jumps out is thought that prospecting is about selling a “meeting” and not a product, a schedule, a campaign, or gasp…an ad.

Frankly, it’s really easier to get a meeting from someone you’ve never talke to before, or done business with before than it is to sell them something. If you’ve put it right, you’re just trying to do the prospect a favor. This takes  virtually all of the threat out of cold calling. And it makes the first time, face-to-face, a little easier. Because if done right, you’ve positioned yourself as the expert just trying to help the prospect.

At Coastal NC, we have New Business Wednesday. And new business is one of our company’s core KPI’s. Borrell Research has identified more than 44K SMB’s in our 7 county market. So considering the number of active customers we have in total today, we are only scratching the surface. The pool of prospects for future meetings remains pretty deep.

Why is this important to me?

Contacting and converting new prospects into customers is key to everything we do today. It’s not as hard as it may seem. Take a look at what Google suggests are 10 best practices for prospecting…doing some every day, focusing on the prospect, keeping it fun all work. And remember these are not MOM’s recommendations, they are all from Google. But most important, remember prospecting is not about winning the  sale over the phone. It’s about winning an opportunity to speak with a prospect, starting the whole SITRW process. Pretty soon, you end up with a pipeline of prospects learning more about what we can do, and how we can help them achieve their goals. And helping businesses in our markets achieve their goals is alot more fun than just sellin’ ads.

Happy prospecting!

 


Quote of the week

“Sales are contingent upon the attitude of the salesman – not the attitude of the prospect.”

— W. Clement Stone


Your MOM Knows Best 

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

Sales

NEW-Coastal NC Promotion Intake and Set Up Forms (Wilmington & ENC)

For a while we’ve had forms (for Wilmington AND for ENC) that allow for easy set up for any promotion. We want to make sure that everyone has access to these forms, with a little explanation.

  1. PROMOTIONS INTAKE FORM-this is a form you will want to reference BEFORE you have made a sale. If you want help putting together a promotion, pricing, etc. Just fill this out with a little customer info and we will do some of the leg work for you.
  2. PROMOTIONS SET UP FORM-this form should be completed AFTER the sale. When you complete this form, we should have all the information available to start setting up the promotion.

And remember, almost all of our promotions are very focused on digital solutions!

Both of these forms are easy to find, please bookmark them in your version of My Drive. We will also make sure they are linked to MOM on a regular basis.

UPDATE-New GH Presentation Template

All presentations to follow the GH template, immediately please.

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

UPDATE-Best Of The Best Voting Completed for All 4 CNC Sites

Vote for Me Market Particiption

 

  • New Bern and Jacksonville ended up #1 and #2 in total number of votes placed in this round.
  • Jacksonville and Wilmington finished #1 and #2 in the number of individual people that have participated in voting, this includes Nominate Me and current Vote for Me participation. The communities are engaged!
  • Votes are being tallied at this moment. Expect results very soon.

UPDATE-ENC and StarNewsMedia reports are on MOM (Including Campaign Reports)

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

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

Training

IMPORTANT UPDATE-Google Digital Sales Certification

Have you taken and passed the latest Google Digital Sales Certification?  Everyone is required pass this to be able to sell any Google products. If you took it two years ago, your certification must be renewed. If you have passed, you must add your name to our tracker. Here’s our tracker showing who has completed and passed this certification…

UPDATE-August 2018 Digital Webinars from GateHouse and ThriveHive

  • The August Digital Updates from GH and TH will take place on Thursday, August 23rd at 1pm EST and Friday August 24th at 10am EST. Register for one of these sessions on the ThriveHive training website.

Marketing

Chart of the Week-2019 Local Ad Spending for CNC 7-Market Area

It’s that time, time to start looking at 2019 for budgets and proposals.

Here’s a look at 2019 local spending according to Borrell Assoc.

  • Online continues to grow
  • Newspaper barely holds on and is tied with local TV
  • Radio and Direct Mail are next in line.

What does this say about our go-to-market messaging for all presentations from here on out? Feel free to download a larger image of the above graph here, for presentations. Or ask for customized versions by business category, david.prizer@gatehousemedia.com.


Good To Know

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

  • GateHouse continues to diversify. GateHouse Live has announced it is taking a majority interest in a wholly owned subsidiary of New Media
    Investment Group Inc, has signed an agreement to acquire a majority interest in Rugged Events Holding LLC, the events production company behind the Rugged Maniac Obstacle Race series and more than 90 premier endurance events in the U.S. and Canada. This company was a Shark Tank success story, receiving investment funds from Mark Cuban four years ago. Rugged Events will be part of GateHouse live, reporting to Jason Taylor. Read more about this exciting acquisition, here.
  • Businesses that use Reputation Management tools experience more overall effective digital marketing. This makes sense, but it also means that our Reputation Management customers need some support along the way to make it more beneficial. Read how some of the larger local comapnies are making it work for them on StreetFightMag.
  • They’re at it again, Google rolled out another update! Ok, so this is nothing new, but probably good thing for you to check in on the impact it had on websites and search ranking. And it’s also another reason why ThriveHive is so important, most local businesses would not be able to keep up with these frequent updates. This one is really good to know. Check it out on SearchEngineLand.

SMB’s ARE KIND OF LIKING THIS MULTIMEDIA THING

If you’ve been making multimedia recommendations to customers for a while now, this may not sound like big news. “I always recommend print with my digital proposals” you say…or vice versa. Well that is not really the case, and data further down will verify that. However additional information from Borrell Assoc. validates all the “multimedia” ideas we talk about on a regular basis.

Borrell’s 2018 SMB Survey results are in and they speak loudly to the concept that traditional media (newspapers, TV, radio, etc.) are hardly ever used without digital being  added to the overall media mix.

This may not surprise you, it did not surprise the folks at Borrell for sure. But what did surprise everyone was the fact that only 5% of SMB’s surveyed said they used “only” traditional media. This was a huge drop from the year prior, and verifies the idea that SMB’s are starting to realize that multiple platforms can compliment each other, driving better results.

These results shouldn’t suggest that anything that contains print and digital is a great idea. Of course no proposal is going to work unless it’s created well and the multiple components carry the right weight. But they do suggest that local businesses are willing…no, make that anxious, to take advantage of a well crafted campaign using multiple and complimentary media channels.

As a side note, another “factoid” coming from Borrell’s recent survey is the fact that overall, newspapers are doing a better job of recommending digital than any other traditional media. (See this week’s chart of the week.) In fact, SMB’s say that digital is recommended to them  71% of the time a newspaper advertising representative proposes a schedule. That’s better than any other traditional media! The only problem is, I am still wondering what happened the other 29% of the time. Guess that just means there’s still more work to do.

For a larger version of the chart above, you can find it, and another one in today’s Chart of the Day.


Quote of the week

“It’s not that we’re a declining business, we’re in a changing business”

— Dean Singleton (former chairman of MediaNews Group)


Your MOM Knows Best 

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

Sales

UPDATE-Top ThriveHive Business Categories

Worth a repeat…are you fishing in the right ponds?

Below, is a list of the top categories of business for digital solutions with ThriveHive from a total contract revenue perspective. This provides great direction for prospecting efforts.

  1. Automotive – For Sale
  2. Home & Home Improvement
  3. Healthcare
  4. Real Estate
  5. Attorneys & Legal Services
  6. Business Services
  7. Community
  8. Apparel / Fashion & Jewelry
  9. Education & Instruction
  10. Industrial & Commercial
  11. Restaurants & Food
  12. Furniture/Appliance
  13. Physicians & Surgeons
  14. Dentists & Dental Services
  15. Automotive – Repair
  16. Financial Services/Taxes/CPA
  17. Sports & Recreation
  18. Personal Services
  19. Arts & Entertainment
  20. Shopping

UPDATE-New GH Presentation Template

All presentations to follow the GH template, immediately please.

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

UPDATE-Campaign reports continually updated, on the drive

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

UPDATE!-Best of the Best-Voting Ends 8/14

Vote for Me Market Particiption

Best of the Best continues to engage our home town audiences. 

  • New Bern and Jacksonville are #1 and #2 in total number of votes placed in this round.
  • Jacksonville and Wilmington are #1 and #2 in the number of individual people that have participated in voting, this includes Nominate Me and current Vote for Me participation.

ENC and StarNewsMedia reports are on MOM!

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

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

Training

UPDATE-Google Digital Sales Certification

Everyone is required to renew, or pass for the first time, the Google Digital Sales Certification. Here’s our tracker showing who has completed and passed this certification…

  • When you have passed, send me your certificate.

UPDATE-July 2018 Digital Webinars from GateHouse and ThriveHive

  • The August Digital Updates from GH and TH will take place on Thursday, August 23rd at 1pm EST and Friday August 24th at 10am EST. Register for one of these sessions on the ThriveHive training website.

Marketing

Chart of the Week-Who’s Recommending Digital?

Seems like newspapers are doing a little better than most other traditional media in making digital recommendations to local businesses.

Newspaper sales representatives recommended digital 71% of the time with a newspaper proposal.

SMB’s purchased digital from newspaper sales reps 56% of the time, second only to printed directories’ 58%.

They were unsuccessful 15% of the time, which is higher than most, which likely means there’s more work to do on justifying the recommendation.

An amazing statistic from this survey however is overall, digital components are purchased 81% of the time they are recommended. This is more proof that SMB’s are looking for good multimedia solutions.

Here’s a larger version of today’s Chart of the Week. 

And here’s a larger version from the opening feature from today’s MOM.


Good To Know

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

  • Facebook is getting aggressive with changes supporting local business. Looks like Facebook is also in the Local Business biz. They have recently rolled out a number of features and changes supporting SMB’s. You can see what these changes are on StreetFightMag.
  • Mobile coupons, just about even with print coupons. Most of our research has supported the idea that consumers still prefer print coupons over digital versions. That is still true…barely…and recent research suggests that the preference for mobile coupons is just about to overtake print. Check out the story here, again, at our old favorite StreetFightMag.
  • Say good-bye to Google AdWords! Yep, Google’s cpc business is not AdWords anymore, it’s part of Google Ads. Google is also changing the branding of Google Analytics and DoubleClick. Here’s the scoop on SearchEngineLand.

IF YOU WERE AN AGENCY…

If you had your “choice” of the most effective media for local businesses, what would you choose? What are you recommending to local businesses in order to help them attain their goals? What would the ad solutions you are recommending look like if you were an agency? You are likely going to recommend the best advertising channels to accomplish what your “clients” need to accomplish. So I would ask again, what are you recommending these days?

That is exactly what Borrell Associates asked in  a recent survey, the answers are below, and in MOM’s Chart of the Day below.

As it turns out, the top 5 most frequently recommended media channels coming from agencies today are digitally focused.

  1. Social Media
  2. Streaming Video
  3. PPC Advertising
  4. Content Marketing
  5. Email
But I am not an agency, why should this matter?

If you are not thinking of yourself as an agency, maybe that is the issue. Yes we have our owned media to be concerned with. And there is a place for this for many local businesses. But if we are truly thinking about the welfare of our local businesses first, why wouldn’t we be thinking just like an agency? Are your top choices in  alignment with  the findings of this survey? They may not be, and there may be a reason. But that reason cannot, and should not in  2018, be that we are simply leading with print.

Ad agencies don’t lead with a specific channel based on “their” goals. They focus on the welfare of the client. And to be honest, many of them do not have the capabilities or expertise available to us from GateHouse or ThriveHive. And when you combine that with what is arguably a strong local voice, that’s a compelling argument.

You have heard much talk about our business being more marketing service focused than just advertising. Advertising is still a part of the overall marketing approach. And if we were asked the same questions as were asked of all the agencies contributing to the afore-mentioned survey, would our answers come close to the results of the survey?

Just sayin’.


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


Your MOM Knows Best 

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

Sales

NEW-Top ThriveHive Business Categories

Are you fishing in the right ponds?

Below, is a list of the top categories of business for digital solutions with ThriveHive from a total contract revenue perspective. This provides great direction for prospecting efforts.

  1. Automotive – For Sale
  2. Home & Home Improvement
  3. Healthcare
  4. Real Estate
  5. Attorneys & Legal Services
  6. Business Services
  7. Community
  8. Apparel / Fashion & Jewelry
  9. Education & Instruction
  10. Industrial & Commercial
  11. Restaurants & Food
  12. Furniture/Appliance
  13. Physicians & Surgeons
  14. Dentists & Dental Services
  15. Automotive – Repair
  16. Financial Services/Taxes/CPA
  17. Sports & Recreation
  18. Personal Services
  19. Arts & Entertainment
  20. Shopping

UPDATE-New GH Presentation Template

All presentations to follow the GH template, immediately please.

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

NEW-Campaign reports continually updated, on the drive

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

UPDATE!-Best of the Best

Vote for Me Market Particiption

Best of the Best continues to engage our home town audiences. 

  • Jacksonville and Wilmington are #1 and #2 in total number of people particiating so far, this includes Nominate Me and current Vote for Me participation.
  • New Bern and Jacksonville are #1 an #2 in total votes placed during the Vote for Me Round

Voting continues thru Aug. 14! 

ENC and StarNewsMedia reports are on MOM!

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

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

Training

UPDATE-Google Digital Sales Certification

Everyone is required to renew, or pass for the first time, the Google Digital Sales Certification. Here’s our tracker showing who has has completed and passed this certification…

  • When you have passed, send me your certificate.
  • Congratulations to Cassie Groff, Kinston, for passing the certification on July 9!

NEW-July 2018 Digital Webinars from GateHouse and ThriveHive

  • The August Digital Updates from GH and TH will take place on Thursday, August 23rd at 1pm EST and Friday August 24th at 10am EST. Register for one of these sessions on the ThriveHive training website.

Marketing

Chart of the Week-What Are Ad Agencies Recommending?

This is hot off the presses. A survey conducted recently by Borrell Associates asked the “experts”, ad agencies, what they are going to be recommending. The top three categories are all digital…social media, ppc advertising. Making up the remainder of the top five channels are content marketing and email marketing.

Direct mail, newspapers and magazines made the list, but they were way down on the list. This speaks volumes about digital marketing, what we need to be leading with, and where our competition is going to be spending their time.

Here’s a larger version of this chart for your presentations.

  • 78% of local businesses surveyed will participate with Facebook in 2018.

Good To Know

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

  • Google has rolled out 11 updates so far this year. Need another reason to justify why local businesses should work with a Google Premier Partner instead of doing it themselves? You may not be able to make much out of any of these 2018 updates, but it’s good information to let local businesses know why working with an expert is important. Here’s a list of the updates from Moz.com.
  • Make that 12. See the details on SearchEngineLand.
  • A robust and fresh Google My Business listing is one of the most important things local businesses can do to insure they can be found on searches. So what do you know about it? Have you kept up to date with the latest enahnacments available on GMB? If it’s so important, why? Here’s your chance to catch up. Check out 5 FAQ’s about GMB on SearchEngineLand.
  • Perry Evans named new President of ThriveHive. Did you know? Wait, don’t answer, just read about it here on ThriveHive.

AS GOOGLE AND FACEBOOK CONTINUE TO GROW, SO DOES OUR MENU.

Q: How do you beat Facebook and Google at their own game?

A: You don’t! Stop playing their game.

Poor Facebook, their stock dropped about 20% last week. And CEO Mark Zuckerberg’s net worth dropped by more than $5 billion. Funny thing though, SMB’s across the country have more confidence in Facebook, and will be using it more than ever in 2018. (Check out today’s Pie Chart of the Week.) And Google continues to offer new services for local business. As they change their advertising branding from AdWords to Google Ads, they are now automating some of the advertising options for SMB’s like targeting and images, all aimed at increasing local business usage. (Check out today’s Good To Know, below.)

We can’t control these things. We can only be good, make that great, at what we do. And while FB and Google are two of the things we want to be great at, our services and capabilities continue to expand well beyond both. In fact, our menu of services is beginning to look downright “agency-like.” Take a look at the chart below, showing the breadth of marketing services offered by local media companies, (from a survey of Local Media Association members.)

I’m not sure it’s fair to really call ourselves an “agency.” But the ability to be agnostic when it comes to creating and delivering a marketing solution is a strong attribute. And it allows us to position ourselves in a way where we are not really competing with Facebook and Google.  That’s the beauty of our ever-growing menu of services. We don’t have to rely on advertising alone. A number of local media sites generate more than half their digital revenue from services. They are choosing an alternative route to advertising alone, providing more holistic solutions to local businesses.

There’s no big moral to the story this week, no big “AHA” moment. As the Coastal North Carolina sales team closes out this round of Best of the Best sales, it’s the perfect time to devote attention to local businesses and their full marketing needs. Services should be considered in many recommendations. No, we shouldn’t be in competition with Facebook and Google. We are using them for broader and deeper marketing solutions, going beyond advertising needs to help local businesses. And that is something we CAN control.


Quote of the week

“They say that nobody is perfect. Then they tell you practice makes perfect. I wish they’d make up their minds.”

— Winston Churchill


Your MOM Knows Best 

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


Sales

UPDATE-GateHouse Presentation Templates

All presentations to follow the GH template, immediately please.

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

NEW-Campaign reports continually updated, on the drive

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

UPDATE!-Best of the Best

  • Vote for Me status

ENC and StarNewsMedia reports are on MOM!

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

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

Training

UPDATE-Google Digital Sales Certification

Everyone is required to renew, or pass for the first time, the Google Digital Sales Certification. Here’s our tracker for this certification…

  • When you have passed, send me your certificate.
  • Congratulations to Cassie Groff, Kinston, for passing the certification on July 9!

NEW-July 2018 Digital Webinars from GateHouse and ThriveHive

  • The August Digital Updates from GH and TH will take place on Thursday, August 23rd at 1pm EST and Friday August 24th at 10am EST. Register for one of these sessions on the ThriveHive training website.

Marketing

Pie Chart of the Week-Local SMB’s Spending More with Facebook.

From Borrell Associates’ 2018 Local Advertising Survey, comes more news about the love affair between local business and Facebook. In spite of all the negative news surrounding FB, local businesses will be relying on it more than ever in 2017.

  • 70% of local SMB’s surveyed consider FB as, or more effective than last year.
  • 78% of local businesses surveyed will participate with Facebook in 2018.

 


Good To Know

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

  • Google makes things even easier for SMB’s. Google has rolled out its first solution under the Google Ads brand, and it’s directed at SMB’s. This is a fully automated solution for creative, targeting with goals of phone calls, website visits and requests for directions. I strongly urge reading this, it’s directed at our customers. Check it out on SearchEngineLand
  • Local publishers looking more like agencies for growth. Local media properties are selling a broad spectrum of services to help SMB’s. It’s not just advertising anymore. Read more on this on Digiday.
  • Ever used the word “Algorithm” and still not know what it means? Here’s a great glossary of digital terms that you may hear often but might not know exactly what they mean. (This will make you look like a genius!) Check this out on SearchEngineLand.

KISS YOUR ADWORDS GOODBYE!

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

Well, I

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

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

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

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

 What does this mean to me?

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

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


Quote of the week

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

— Vince Lombardi


Your MOM Knows Best 

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


Sales

UPDATE-GateHouse Presentation Templates

All presentations to follow the GH template, immediately please.

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

NEW-Campaign reports continually updated, on the drive

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

UPDATE-Q3 Sales Focus

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

UPDATE!-Best of the Best

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

UPDATE! O&O Sell-thru…70% Goal

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

Training

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

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

UPDATE!-July 2018 Digital Webinars from GateHouse and ThriveHive

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

Events & Promotion

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

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

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

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

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

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

Promotions

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

Design your own…just ask!

Promotions in CRM

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

encmedialive.com

Check out the Encmedialive website for more on the following…

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

 


AdOps

ENC and StarNewsMedia reports are on MOM!

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

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

Marketing

Pie Chart of the Week-Local Digital Ad Spending 2019

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

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

 

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


Good To Know

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

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

NOT YOUR FATHER’S NEWSPAPER

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

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

That was then…

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

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

This is now…

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

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

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

The GateHouse you might not know

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

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

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

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

What does this mean to me?

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

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


Quote of the week

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

— John Paton, former CEO of Digital First Media


Your MOM Knows Best 

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


Sales

NEW-GateHouse Presentation Templates

All presentations to follow the GH template, immediately please.

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

NEW-Latest Newspaper.com Audience Analytics for June

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

UPDATE-Q3 Sales Focus

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

UPDATE!-Best of the Best

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

UPDATE! O&O Sell-thru…70% Goal

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

Training

UPDATE!-July 2018 Digital Webinars from GateHouse and ThriveHive

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

NEW!-Renew Your Google Digital Sales Certification

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

Events & Promotion

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

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

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

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

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

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

Promotions

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

Design your own…just ask!

Promotions in CRM

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

encmedialive.com

Check out the Encmedialive website for more on the following…

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

 


AdOps

ENC and StarNewsMedia reports are on MOM!

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

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

Marketing

Pie Chart of the Week-Local Ad Spending 2019

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

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

 

 

 

Actual Spending Trends, 2017-19

 

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

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

 

            

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

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


Good To Know

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

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

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

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

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

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

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

Why is this important?

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

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

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

 


Quote(s) of the week

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

— Steve Ballmer, Microsoft CEO, 2007


Your MOM Knows Best 

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


Sales

NEW-Q3 Sales Focus

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

UPDATE!-Best of the Best

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

UPDATE! Internal Sales Calendar-WILMINGTON & ENC

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

UPDATE! O&O Sell-thru…70% Goal

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

Training

UPDATE!-May 2018 Digital Webinars from GateHouse and ThriveHive

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

Events & Promotion

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

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

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

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

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

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

Promotions

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

Design your own…just ask!

Promotions in CRM

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

encmedialive.com

Check out the Encmedialive website for more on the following…

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

 


AdOps

ENC and StarNewsMedia reports are on MOM!

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

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

Marketing

Pie Chart of the Week-Colleges and Universities

 

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

Here’s a link to this week’s graphic.

 


Good To Know

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