Joe Farrell, Director of Interactive Sales, Chicago Tribune. Mike Blinder, President/ Founder, Blinder Group
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1 Joe Farrell, Director of Interactive Sales, Chicago Tribune Mike Blinder, President/ Founder, Blinder Group Marc Wilson, CEO/General Manager, Town News Joe Farrell, Dir. of Interactive Sales, Chicago Tribune 1
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3 Always have a reason to call a customer Mike Blinder, President/ Founder Blinder Group -> Train to demystify! demystify! Dee geek the medium Focus them on the eye balls not the technology Fold it into the solutions they offer 3
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8 If it goes stale it will fail! ads die after 9 days! Have enough info so they don t have to click Less is more! 8
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11 Apartments Auto - Tires Auto Accessories Auto Care Auto Sales - New (1 Per Franchise) Auto Sales - Used Cellular Phone Chiropractor Church Clothing - Kid's Clothing - Men's Clothing - Women's Cosmetic Dentistry Cosmetic Surgery Electronics Employment/Staffing Esthetic Procedures Family Doctor Financial Planning Fitness & Weight Loss Flooring Florist Furniture Golf & Leisure Home & Garden Home Entertainment / Appliances Home Improvement Hospitals Hotels/ Banquets/ Meetings Insurance Kitchen & Bath Lawyer Locksmith Maid Service Mail/Shipping Massage Therapy Memorial Services Mortgage & Lending Mover Night Club/Bar Pest Control Pets & Pet Supplies Photography Plumber Pool & Spa Real Estate - Commercial Real Estate - Rentals Real Estate - Residential Rental Cars Rentals Restaurant (1 Per Cuisine) Satellite TV Senior Living Storage Tanning Tattoo Theater Travel Veterinarian Wedding Limited to one businesses per category Web Design 11
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13 HERE! HERE! 13
14 HERE! HERE! HERE! 14
15 HERE! HERE! HERE! 15
16 HERE! HERE! Marc Wilson, CEO/General Manager, Town News 16
17 History Tried to train sales staff Huge turnover 100 percent or more per year Best ad reps left Weak reps stayed The Problem Reps feared change Web hasn t reached our town Reps fought change Commission structures favored print Divided staff competed with each other 61% percent of merchants want to be online, Only 14% are. 17
18 It works! Over $31 million gross sales since Jan. 1, 2002 Weeklies and dailies average over $47,000 in Annual Sales Over 80% retention Excellent training for your staff We can even create your ads! Why does it work? Own the Internet The best local Internet product Ask for the order Remember: Advertisers want Web ads Produce the ad Establish rates Understand your metrics Charge on a CPM basis Have a rate card You can understand Your staff can understand Advertisers can understand 18
19 Cross-promote Use print to promote Web Use Web to promote print Think bundles Some are Web-first products Some are print-first products Thank you! Joe Farrell, Director of Interactive Sales, Chicago Tribune (312) Mike Blinder, President/ Founder, Blinder Group (727) Marc Wilson, CEO/General Manager, Town News (309)
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