roundtable 2016: hart

The Future of AdvertisingVail 2016

Customer

Car Phone

Store PhoneCall

Print RadioDirectMailTV

Outdoor

“I know I’m wasting half my ad dollars…

John Wanamaker

SEO

SEM

Retargeting

ReputationManagement

Social MediaEmail

Print

Radio

TextMessaging

DirectMail

What the heck

John Wanamaker

= 3%

They leave as fast as you can bring them in

You exist to help the right small businesses grow

You exist to help the right small businesses grow

You will continue to exist if you help the right small businesses grow

Survival is Exhausting

How and What vs. Who and WHY

• ‘Needs Assessment’ = How and What?

• Strategy before Tactics, They need a WHY

• One-offs don’t help you if they don’t help the prospect

• Work to get yourself in front of a higher percentage of ‘the right prospects’ using lead generation

• Recognize entry level prospects and propose a solution

Bundles of Tactics?

Bundles of Tactics?

Or, partner to create ROI

Or, partner to create ROI

‘Let’s throw some print in there…’

Print

• Use it to create awareness at the top of the funnel

• Geographically targeted

• Done right, you can bypass search for difficult to rank keywords

• Drive traffic to the store AND/OR to the clients website

SEO

SEM

Retargeting

ReputationManagement

Social MediaEmail

Print

Radio

TextMessaging

DirectMail

SEO

SEM

Retargeting

ReputationManagement

Social MediaEmail

Print

Radio

TextMessaging

DirectMail

Revenue Retention Roadmap

www.DMforNewspapers.com/analysis