7. March of 2009 we had a 100% of reps sold a digital display pkg
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9. Today’s Presentation What were my first steps to assess CL obstacles What did we do to help spark revenue growth? What do you have to do to help spark your revenue growth? Actionable items for you to do after this conference
10. How I See Advertising Your Advertisers Your Company Your Product Your Audience
11. How I See Advertising Your Advertisers Your Company Your Product Your Audience
12. How I See Advertising Your Advertisers Your Company Your Product Your Audience
13. How I See Advertising Your Product is Content Your Distribution Your Audience is fragmented Your Company
14. How I See Advertising Your Fragmented Audience Led to Fragmented Local Advertising So this This Became
15. How I See Advertising What we are really talking about is aggregating our own audience and re-selling that to the advertiser Bundling This is how you are training your advertisers
16. Starting Your Transition First thing: call and try to buy digital from your staff Assess the level of COMFORT the Publisher, Ad Director, Operations, Editors, Ad Coordinators and Sales have talking about digital Watch how you sell your current product Meet with the clients
17. The Key to Digital Revenue Comfort – Keep Pushing Internal Communications and Actions Publishers Editors Operations Ad Directors Sales Clients
18. Publishers Publishers set the tempo and the culture at the Publication, therefore, if they are not talking digital, if they are not acting digital and if they are not making it a priority, Party is Over. What CL Did: Setting up relationships with them to know they have a resource. Give them reports
20. Editors Take away the Hall Pass They are responsible for your audience Customers buy audience What CL Did: Erik Wemple – One Month Make them accountable to digital content quotas
21. Operations They are as uncomfortable as anyone What CL Did: We implemented a special training just for them Open up lines of communication for questions They could not say NO to sales until checking with Jim or Me
22. Ad Directors They HAVE to be comfortable selling digital They do four legged sales calls They are the first level between sales and the clients to the organization What CL Did: They have to believe in the initiative They have to be trained separate from the Sales Set up peer groups and what is work and not working
23. Sales Rep I asked each rep why they did not sell digital, most popular answers: I am not sure if my ad is running or what is available I am not trained in selling digital, therefore, have very little knowledge of the vocabulary I hear I am unsure how it works for clients I cannot make enough money selling it
24. Sales Rep I am not sure if my ad is running or what is available We implemented Double Click and set up a series of daily reports Available inventory Client run list We created bundle packages with a rate card Zoned Content area packages in familiar sections
25. Sales Rep I am not trained in selling digital, therefore, have very little knowledge of the vocabulary I hear We setup 100, 300 and 500 round of sales training Setup a weekly digital meeting We gave them tests on the basics, CPM, CTR, Impressions
26. Sales Rep I cannot make enough money selling it This is true based on the size and rate We bundled it to increase the amount of total sales Moved the commission to a higher rate for a year Tied it into their goals Reinforced that we were building a skill set for the future
27. Sales Rep I am unsure how it works for clients You cannot expect a rep who has been told print is the best of the best to pick up another marketing tool and run. Be Patient, but persistent We created verticals of clients who already buy digital We gave them site analytics Also, flat out ask where do they find their information
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29. If you are not selling them digital, someone is, and when they are ready to buy, you will not get that call
![Digital Valuation – Revenue Growth Where we were, Where we are, Where we are going ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)