Welcome to PNA Advertising Conference!
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1 Welcome to PNA Advertising Conference! EFFECTIVE DIGITAL ADVERTISING AND SALES STRATEGIES HOW TO DEVELOP AN EFFECTIVE DIGITAL ADVERTISING PRESENTATION THAT GETS RESULTS! Presented by: Patrick Bingle, CONSULTANT/Business Partner SPARK Digital Sales Group, LLC
2 INTRODUCTION Patrick Bingle Patrick offers over 25 years of sales and leadership experience in the newspaper digital media business. He started his career as the audiotex coordinator for a 45k circ. daily newspaper, The Beaver County Times, and was promoted several times within the organization, accepting the executive leadership position of Interactive Media Director in Prior to becoming one of the founding members of SPARK DSG, Patrick was an Internet Sales Consultant for the TownNews SWAT Division. Patrick was recognized as Top Internet Sales Consultant of the Year for four (4) consecutive years, generating over $3.7 million in online sales and was promoted to Sales Director of the SWAT Division. Patrick earned his bachelors degree in business management and is a proud graduate of Dale Carnegie personal and leadership development. Patrick resides in the Pittsburgh, PA area with his family (wife Kathy, two adult children Lana and Tyler).
3 Today s Agenda Sales Strategy Presentation Preparation Managing Advertiser Expectations Service Role Play
4 You don t have to be this guy to sell digital advertising. You just need to know a few simple facts and key features about the benefits of digital advertising on newpaper websites.
5 Sales Strategy Keep It Simple! Avoid the Geek Speak and digital media terminology with local advertisers! Most advertisers will have no clue what you are presenting or talking about. Sell the benefits not the techy terms.
6 Know Your Product! Know Your Advertiser! Sales Strategy Website Stats Most Popular Sections Products: Banners, Mobile, E-Blasts, and be prepared to present. Research Do they advertise in print, radio, billboards, TV? How much are they spending approximately. Do they have a website? What are they advertising? Have A Plan! Based on your research, you know approximately how much they are spending, what they are promoting, and a customized type of digital advertising package that works best for them, i.e. branding campaign or product/service promotion using banners, e-blast, mobile, etc.
7 Presenting Digital Advertising Preparation Develop a Visual Presentation Many advertisers are not as familiar with digital advertising as print and other traditional advertising products. You need to develop a visual presentation that shows advertisers how it works and why they need to advertise on your website.
8 Preparation The presentation should include these 5 items: 1. Website Statistics 2. Competition Ranking/Analysis 3. Newspaper SEO 4. Website Advertising Position(s) 5. Benefits/Key Features of Digital Advertising 6. How it is Beneficial to the Advertiser
9 1. Website Statistics Preparation With Every Presentation, You need to include Visitors/Unique Visitors and Pageviews for the past calendar year and previous month. If possible, show your advertising response (interactions, impressions, average click thru s per day or CTR), audience demographics. If you don t have local demographics, use national online newspaper stats from NAA, Borrell & Associates, IAB, ComScore, and many others.
10 Preparation 2. Competition Find out what the competition is doing and how they are ranked in popularity, traffic, market share, etc. Look at other specific advertising mediums such as radio, billboards, phone books and compare. Alexa.com is one of many website ranking companies that compare your website in terms of popularity with competitors (radio, other newspapers, pure play internet sites, etc.).
11 Competitive Analysis Example LancasterOnline.com Ranks Higher than WGAL.com and Beats Two TV Station Websites in Popularity!
12 Preparation 3. Newspaper SEO I always include a Google search using the key words local news in my presentations. In most cases, the newspaper appears in multiple listings at the top of the results above the competition. You may want to also conduct a search with other search engines and consider other categories such as entertainment, real estate, and automotive.
13 Preparation 4. Website Advertising Positions Visually show the recommended or available advertising positions and where the advertiser s ad will appear throughout the website or section.
14 Preparation 5. Key Benefits/Features Newspaper Websites are typically the busiest most popular websites in the market! Online advertising with newspaper websites provides the BEST captive audience! Instant viewer response to ads by linking the ad to the advertiser s respective website, Facebook page, YouTube video, Pinterest page, Landing Page, or print ad! Online advertising can be tracked and advertisers can gauge the response from viewer interactions, impressions, and click-thru s!
15 Preparation 6. Why Advertise on Your Site! Again, newspaper websites are typically the busiest, most popular websites in the market! The Click Thru Rates (CTR s) are much higher with local advertisers compared to the national CTR! Emphasize the number of times the advertisers ad will be seen (impressions) each month! No other LOCAL media can provide the market penetration/saturation than the newspaper and the newspapers website combined!
16 Keys To Closing The Deal! Believe In Your Product! Have A Plan! Exude Confidence! Explain In Layman s Terms! Ask For The Sale!
17 Managing Expectations Under Promise, Over Deliver! If you tell an advertiser they are to receive 30,000 monthly impressions deliver 32-35,000. Click Thru s Are The Bonus! Click thru s are the bonus and advertisers need to realize that. Tracking Reports! Deliver the stats and don t be afraid to discuss it with the advertiser.
18 Service, Service, Service! Once you present and close the deal, it is imperative to meet face-to-face with the customer on a regular basis to re-emphasize the value, show tracking reports, review and change the ad. Statistics show that if you service the customer, 9 out of 10 will be happy and remain a customer for a long time!
19 QUESTIONS?
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21 Effective Digital Advertising Presentation Name a type of advertiser/business you want to target for online advertising? Examples: Auto Dealer Real Estate Restaurant Assisted Living/Skilled Nursing What are the objections? No time No money No website Overcoming Objections
22 Effective Digital Advertising Presentation CONTACT INFO Patrick Bingle Co-Founder/Business Partner SPARK Digital Sales Group, LLC Cell Phone:
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