river 2009 training #1

Now: Broadcast + Online = Results

97-1 The RiverDecember 18, 2008


• Introduction• Purpose• Background – where we were• Where we are - Proactive vs. Re-active• Opportunities to sell• Sharks in the Water (Underlying Issues)• Takeaway #1• Assignments #1 and #2


• Purpose– To make you a better marketer with an

understanding of the world of online as it relates to a client’s business and marketing strategy

– To build the value and ease of online integration– To help you understand our assets and online

capabilities– To Move Away from the “Product Sell”


• Where we were – Industry– 1995 - 2000: “The World Wide Web is going to

change the world”– 2001 – 2004: “Well, maybe it isn’t what we

thought”– 2005 – present: “Yep, we should have been paying

attention. IP will change the world of media as we know it.”


• Where we were – Company– 1995 - 2000: Cox Interactive Media– 2001 – 2005: CXRI is born; Online is important for

growth; proportional response; roadmap for sales (7 Tiers); NO ADDED VALUE

– 2006 – present: Integrated Media Focus; Online is a complement to the on-air; Idea vs. Product; No Added Value


Where We Are: Sales


• Where We Are: Sales– When I Arrived in Atlanta … Agency Presentations– The Learning:

• It’s about being Proactive vs. Re-active– The Reactive Seller, direct or agency, has to “jump”

when there’s money on the table• Then has to sell why internet “fits” into the plan

– The Proactive Seller maps out how the online is integrated into the broadcast campaign• This is how we win and grow online• Ideas, Strategy – not banners, etc.


Where We Are:Great Campaigns!


Banners

Rich Media

Road blockingStreaming

Newsletters

Pre-roll

Video on website

Special Section Custom Channel

Text MessagingSponsorships of pages and RSS

Online seminars

Twitter Interfaces

BlogsSearch Engine Marketing

Database Building/Contesting

Lead generationFeatured Advertiser Listing


• The Sharks in the Water


• The Sharks in the Water– Put the new media in the old media box

• Above-The-Fold• Unique Visitors, Pageviews, etc.• “I can’t see my banners” – “Must be on homepage”• Added Value

– Two sides:» Negotiators (buyers are liars)» Skimmers (internal w/reps)

• “It’s too much work for too little pay”• The Interactive Agency• “I want to sell internet”


Build Me A Campaign!


• Georgia State University Business School– Education is a big category now for micro and

macro reasons• Layoffs (Newell Rubbermaid slashes 10% of workforce)• Career is obsolete (Newspaper Ad Rep)• Personal goals

– Crowded field w/public and private institutions– Grad school is a profit center for public schools– Long sales process – not an overnight decision– Love billboard advertising in ATL


• Georgia State University Business School– Concept: North Georiga Business Brief• A daily, 60-second North Georgia Business Brief

produced by 97-1 The River and the Atlanta Business Chronicle• Business brief is an update on the Atlanta metro

business world – a beyond the headlines report• Audio is 45-seconds of “news” and 15-seconds for GSU• The North Georgia Business Brief Special Section is

online with the audio in a podcast, long-form interviews, written text/copy with news stories, and more


• Georgia State University Business School– Activation:• On-Air (20 per month, 5a-8p)• Online:

– Custom Channel– Banners– Stream– Lead Generation

Program cost: $7500 per month with a 6-month commitment ($45K – Conversion!)


• Your Assignment:– #1 – What do you want to see in the upcoming

sessions?– #2 – Prior to our next meeting, please send me

2-3 clients where we could build something pro-actively and we’ll pick one for each session.


• Questions?• Concerns?• Comments?• Statements?