ABCD SALES MODEL. Digital Innovation, presented by Ryan Christiansen September 18th, 2013

Transcription

1 Digital Innovation, presented by Ryan Christiansen September 18th, 2013 Facebook.com/DigitalFirstMedia Twitter.com/DFVentures MediaNews Group AdTaxi Networks 21 st Century Media linkedin.com/company/digital first media 1 ABCD SALES MODEL MediaNews Group AdTaxi Networks 21 st Century Media 2 1

2 A.B.C.D. Sales Model AUDIENCE: Why do we lead with Audience story? Establishes market leadership, as we have the largest audience Establish credibility with the client Addresses the bundled audience story Digital complements print Drive R.O.I. CREATIVE: Why is creative is so important to your pitch deck? High impact creative speaks louder than narrative text Agency quality creative sells. Businesses will buy beautiful images that reflect well on their business, & owners love seeing their name in lights. Distinguish your proposal from your competitors BUNDLED PLATFORMS: Why do we bundle? Sell your total audience Maximize reach Expose advertiser to multiple verticals for better results Positions yourself as an advertising expert in all emerging platforms Gives you the ability to consume more of the locally available ad dollars DEAL: Why a DEAL page? Essence of why you are there Solution to the objective for the call Ties together the elements and sequence of your pitch Creates an offer to purchase advertising Leads to the next step in the buying process MediaNews Group AdTaxi Networks 21 st Century Media 3 TRAINING MediaNews Group AdTaxi Networks 21 st Century Media 4 2

3 Digital Badge Certification What is it? A training program designed to increase digital fluency across the Digital First Media sales organization. Benefits: Equip sales force with knowledge of all digital products Improve presentation skills Increase sales confidence Increase volume of quality proposals ROI: Improved closing ratio Increased revenue: rep must close a sale in order to become Digitally Certified for a given product! MediaNews Group AdTaxi Networks 21 st Century Media 5 Every sales rep is expected to... 1) Watch the training videos & review training decks on ishare 2) Take the iknowledge test and pass it 100% 3) Create an ABCD Deck for a target client with the digital product or products in the deck 4) Role play with a manager or sales trainer 5) Pitch the client and close the sale! 6) Provide proof of sale to manager 7) Rep receives a badge for becoming digitally certified for that particular product. (10 products in all) How It Works: MediaNews Group AdTaxi Networks 21 st Century Media 6 3

4 INNOVATION MediaNews Group AdTaxi Networks 21 st Century Media 7 Focus on new ways to deliver niche content to specific audiences Transition away from traditional special sections Success tied to bundled sales strategy Our most successful ebooks have a print component ebooks MediaNews Group AdTaxi Networks 21 st Century Media 8 4

5 CONTENT MARKETING BRAND AS PUBLISHER Share your content Connect with our readers Build your audience FEATURES Dedicated landing page featuring your brand and your content Clearly l lbld labeled as Sponsored Content, so reader has full transparency Ability to share your content (articles, photos, videos, white papers, etc.) 100% SOV on content pages Social share and commenting capabilities Comprehensive promotional package Denver Post / Digital First Media Program Manager to assist in developing a content strategy BRANDED CONTENT PROVIDES: BENEFITS Build your audience by connecting directly with Denver Post & Digital First Media s highly educated and engaged readers Achieve brand lift by leveraging brand equity of DP & DFM properties Publish alongside editorial content from DP &DFM editors, identifying the source, so the reader has full transparency Establish your brand as a thought leader on a particular subject matter Minimum 3 month commitment 20% Boost In Purchase Intent 29% Increase in Online Adv. Perf. Source: Online Publishers Association. Mock up for illustration purpose only. MediaNews Group AdTaxi Networks 21 st Century Media 9 CONTENT MARKETING CUSTOM CONTENT CHANNEL Align your brand with content that is relevant & valuable to your customers FEATURES BENEFITS Dedicated landing page Achieve brand lift by featuring your brand leveraging brand equity 10 or more pieces of of The Denver Post and original ii content per month, Digital First Media created by industry experts properties Clearly labeled as Sponsored Connect with DP & DFM Content, so reader has full readers and build your transparency audience through relevant and valuable Content integrated within content editorial channels Immerse your brand in 100% SOV on content pages the content experience Brand attribution, with logo and of trusted and wellestablished news and each link to your site at the top of post Social share and commenting capabilities Comprehensive promotional package BRANDED CONTENT PROVIDES: 20% Boost 29% Increase in In Purchase Intent Online Adv. Perf. information sites Increase consumer engagement with your brand Source: Online Publishers Association. Mock up for illustration purpose only. MediaNews Group AdTaxi Networks 21 st Century Media 10 5

6 CONTENT MARKETING CUSTOM CONTENT SERIES Align your brand with content that is relevant & valuable to your customers FEATURES Up to 4 pieces of original content per month, created by industry experts Clearly labeled as Sponsored Content, so reader has full transparency Content integrated within editorial channels 100% SOV on article pages Brand attribution, with logo and link to your site at the top of each post Social share and commenting capabilities BENEFITS Achieve brand lift by leveraging brand equity of The Denver Post and Digital First Media properties Connect with DP & DFM readers and build your audience through relevant and valuable content Immerse your brand in the content experience of trusted and wellestablished news and information sites Increase consumer engagement with your brand BRANDED CONTENT PROVIDES: 20% Boost In Purchase Intent 29% Increase in Online Adv. Perf. Source: Online Publishers Association. Mock up for illustration purpose only. MediaNews Group AdTaxi Networks 21 st Century Media 11 CONTENT MARKETING AUTO CUSTOM CONTENT Content Fuels Your Marketing Efforts FEATURES 2 articles per month Content shared via ColoradoDrives.com Facebook / Twitter pages Content featured on home page of ColoradoDrives.com 100% SOV on content pages Logo and back link to your site at top of each post 50,000 behavior / retargeting impressions per month on AdTaxi Network BENEFITS We work with industry experts to produce high quality content on your behalf Extend the reach of your content through social Custom approach, tailored for your dealership(s) strategy Retarget readers who ve viewed your content on ColoradoDrives.com 64% OF YOUR WEBSITE VISITORS ARE LIKELY TO PURCHASE A VEHICLE WITHIN 60 DAYS Source: Cobalt Business Intelligence. Mock up for illustration purpose only. MediaNews Group AdTaxi Networks 21 st Century Media 12 6

7 Launched ColoradoDrives.com on January 1 st, after ending an 11 year partnership with cars.com. Here s what we learned: Challenges: Crowded marketplace, quality of leads new vs. used, driving traffic to the site was harder than anticipated. Opportunities: Strong results for our dealers, robust marketing efforts, expanding reach with partnership opportunities with other media outlets throughout the state MediaNews Group AdTaxi Networks 21 st Century Media 13 ON THE HORIZON MediaNews Group AdTaxi Networks 21 st Century Media 14 7

8 Digital Revenue Growth DFM AdTaxi Growth Analysis: AdTaxi Revenue as % of Total Digital; Month Over Month Growth Directional Growth Comparison Core digital business run rate decreased by 3% over 12 months AdTaxi Run rate increased by 80% over 12 months Mobile and Search continue to accelerate AdTaxi continues to prove that selling a client what they want to buy benefits the customer and the company MediaNews Group AdTaxi Networks 21 st Century 15 Media 15 POD structure enables the Ops Team to optimize execution, increase speed, and build specific expertise, allowing the team to manage more campaigns per campaign manager. EFFICIENCY... AdTaxi Digital Operations Strong execution because each line item within an order is trafficked simultaneously. If one line item isn t complete upon submission, the rest of the program can still start on time. Each Pod Leader/Group is an expert on their respective platforms, ensuring faster execution. EXPERTISE... Pod leaders and members focus on mastering one platform, ensuring 100% expertise within the product and platforms. TRAINING... Training new team members becomes easier because they can move from pod to pod as they master each platform. This allows a new team member to be effective within their first week. MediaNews Group AdTaxi Networks 21 st Century Media 16 8

9 IN CLOSING MediaNews Group AdTaxi Networks 21 st Century Media 17 Digital Success Digital Success is tied to the ability to be nimble and innovative Structure constantly analyze structure in order to ensure you are setup for success Talent talent these days is the most important weapon we have Technology the need to invest in technology is essential to your ability to both sell and scale Trends pay very close attention to trends and have plans in place to be ahead of the curve MediaNews Group AdTaxi Networks 21 st Century Media 18 9

10 Ryan Christiansen Regional Sales Director Digital First Media it t P: MediaNews Group AdTaxi Networks 21 st Century Media 19 10