agency partner overview for bliss communications updated nov 21 2013
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Grow Your Business!
Digital Agency Partnership OverviewPresented to
About Guarantee Digital • Our Mission: Help Local Merchants and Media
Partners Leverage Digital Solutions to Grow their Business.
• Founded in 2011 by Daryl Hively, Media Veteran of 28 years (17 Local Digital)
• Operate our own Agency with direct clients in Suburbs of Milwaukee
• Work with Media Partners in over 25 Markets of all sizes across the US helping them launch their own private label agency.
Media PartnersMedia Company Market Newspaper Digital Agency American Community Media Multiple Multiple American Community DigitalBerkshire Hathaway Buffalo Buffalo News Canalside MediaBlock Pittsburgh, Toledo Post Gazette, Toledo Blade 34 Allies, Reach ToledoBrehmn Gold Country Pubs Multiple Multiple BCI InteractiveDispatch Printing Company Columbus Columbus Dispatch Dispatch DigitalDix Communications Multiple Multiple Dix DigitalFree Lance Star Company Fredericksburg VA Freelance Star FLS DigitalJones Media Multiple Multiple High Road DigitalJournal Inc Tupelo MS Daily Journal ThriveNews Press & Gazette Co St. Joseph MO News Press News Press DigitalPaddock Publications Chicago Daily Herald Daily Herald Media SolutionsPioneer Newspapers Multiple Multiple Pioneer Connext Schurz Communications Petoskey MI Petoskey News Review Simple Digital MediaSmall Newspaper Group Multiple Multiple Digital Impact GuidesThe Truth Elkhart IN The Truth Strawberry Fields DigitalWoodward Communications Dubuque IO Telegraph Herald Woodward Digital Augusta CWR Digital Philadelphia Burgundy Digital
New Digital Agency Brands Come in all Shapes & Sizes!
The Digital Services Opportunity in Every Market
• Providing Solutions for Merchants to help them Grow their business (sound familiar? Something you’ve always done!)
• Products will appeal to existing client base…plus substantial New Business Opportunity to drive true incremental revenue.
• Huge Local Growth Potential – Web Services and Solutions fastest growing segment of local digital
• Trust Factor, Local Relationships – Local Merchants need someone they can trust that provides a total solution – your company is perfectly positioned!
• Pent up Demand – Paradox of Change, Economy have kept many SMB’s from making a decision…until now.
• It’s Your MONEY – If you don’t sell it to them, somebody else will and begin building relationships with your customers.
Growth of Local Digital Marketing & Solutions
Social Media Management, Web Design, SEO, Rep Management, Video etc
SEM, Display, Business Listings, Mobile
Traditional Media Flat = The New UP
Local Merchants Plan to Spend More in 2013 on Digital Services
Big Opportunities in Web Design & SEO: Many Local Merchants need help with their website. Big first step before you can sell them your other digital services.
Huge Growth in Mobile
Dollars flowing to Social Media Solutions & Marketing
Still Big Upside in Targeted Display• Cross Screen Advertising• Search Retargeting• Site Retargeting• Mobile Geo Fencing• BT, Contextual• Demo/Geo
We can help you launch your Digital Agency in Six weeks or less.
Our Turn Key Program includes:
• Complete Suite of Best of Breed Digital Marketing and Services
• Complete Launch Support to get your new effort off to a successful start
• Complete Fulfillment after the sale• Ongoing Market Support • New Product Introductions• Just Add Sales Muscle, we do the rest!
• Search Optimization & Search Engine Marketing • Social Media Management• Video Production & Optimization• Web & Mobile Design & Optimization • Reputation Management• Variety of Display Targeting & Networks for Web &
Mobile • Email Marketing• Complete Reporting to Measure ROI
Best of Breed, Platform Agnostic Product Suite
• Guarantee Digital University Trainingo Virtual and On Site In depth
Digital Team Training o Ongoing Training and Sales Coach
after launcho Extended Certification Programs
available based on Client Needs
Agency Launch Support
• New Agency Website • Educational Merchant Seminars • Complete Sales Collateral • In Market Sales Calls during launch • Best Practices for Agency Structure, Recruiting
and Compensation
Program includes development of Website for your New Agency
• You Sell it, We Fulfill it. One form to complete and our team does the rest so you can keep on selling.
• Weekly Production Meetings keep you informed of client progress
• Includes Social Media Management Services hands free to the client. (this is not self serve)
• Keep head count low! Just add sales muscle!
Complete Fulfillment & Customer Support Services
Guarantee Digital will provide: • a step by step playbook for launching a
Digital Services and Solutions Ad Agency
• so you can resell best of breed products to clients who've never done business with you before as well as to many who have.
• Creating a true incremental revenue stream.
• You Sell it, We fulfill it• You can be up and running in 6 weeks or
less!
The Bottom Line
“You Can Tell Who the Pioneers are by the Arrows
in their Back…..” unknown
25 Agency Launches Later…..here’s what we’ve learned
Organizing & Executing for Success(hint: You’ve Done this Before!)
Make sure all the elements are in place for a successful launch, including: • Business Plan: Clear strategy from Launch day onward with buy in
from all departments• People:
– Right People in the Right Roles – Trained – At launch and continuous – Rules of Engagement– Accountability
• Products: Right Mix for your Market and Flexibility to bundle, customize packages (one size does not fit all)
• Top Notch Customer Service and Fulfillment after the sale
Quality Hiring & Training
• Hire for Local Relationships and Selling Skills• Digital Product Knowledge a plus but not the
only or top requirement • Keep your pipeline filled with recruits (you’ll
need ‘em)• Training: 50% Product & 50% Sales focused
including proper needs assessment, overcoming objections and plenty of practice
Separate or Integrated?
YES!Yes - create a team of digital sales hunters that wake up every day charged with the success of your digital agency. Do not leave this solely up to the overworked Ad Director and print staff who are busy with a 1000 things to sell.
Yes – engage the traditional print team. Train them to ID a good potential account. Do create certain bundles they can sell on their own. Do begin to certify the top performers, the ones who raise their hand that want to learn more. Do NOT alienate them and leave the proverbial low hanging fruit on the table. Some of your biggest and quickest sales will happen here.
What’s Your 3 Year Plan? How will Future Employees & Customers Describe You?
• Market Position: ABC Media Company is the leading local media company offering the best multi-platform advertising solutions and services to help Businesses Grow.
• Products: ABC Media Company is truly platform agnostic, recommending advanced solutions on their own properties as well as best marketing and services from leading regional and national brands.
• People: ABC Media Consultants are the most knowledgeable across a variety of platforms and seek to understand my needs before making a recommendation
• Process: ABC Media operates its Advertising Business like a multi discipline ad agency with their Team led by the “Chief Idea Officer”
• Employer of Choice: The Best Media Reps in the Market work for ABC because they offer strong potential for professional growth and provide continuous training.
• Thought Leaders: ABC Media keeps the Business Community up to speed with what’s new in Media and is always educating via Seminars, Virtual Events and one on one consultation.
Best Selling Product Mix& Sales Collateral
Many Best Practices for Business in 2013 Remain the Same…
Great Location – Make Sure you are Easy to FindYou Make Customers feel welcome and you are
easy to do business withYou have a Solid Reputation & Great Word of
Mouth from happy customersYou Stay in touch and Reward Existing Customers
to drive more repeat business Constantly Looking for New Customers
However, the Best Tools for Business have changed a great deal!
Great Location – Can new customers find you online?
Welcoming Establishment - does your Online Presence Match the Real World?
Solid Reputation - Great Word of MouthWhat are they really saying about you online?
Acquiring New Customers – New digital marketing options create efficient, affordable ways to best reach your most likely new customers!
Make Sure your Business is easy to Find
Can Potential New Customers Locate you Online?
Strive to be Page One& On the Map!
Today’s Consumer…• 89% Discover New Products &
Services Online• 95% NEVER go past the first page
their search result• Consider Google the new yellow
pages
To be OFB in ‘13, Merchants Must: • Get on the Map! Optimize your
Business listings to the max• Optimize your website so search
engines know what you are about and move you to the front of the list
“C’mon in & Look Around!”Does your online presence match
your real world establishment?
Today’s Consumer…• 89% Discover New Products &
Services Online• 93% of Sales still occur offline• Uses Smart Phone to search…and
55% act within an hour
To be OFB in ‘13, Merchants Must: • Have a Quality Web and Mobile
Presence that is easy to navigate • Make it easy to connect with you
OFB in 2013? Look Good on Every Screen!
Solid Reputation & Great Word of Mouth
Today’s Consumer…• 55% Share their Purchases with
friends via Social Media • 76% Trust Ratings and Review sites • Over 50% won’t do business with
Merchants who have less than 3 Star Review
To be OFB in ‘13, Merchants Must: • Monitor their Online Reputation• Respond appropriately to
demonstrate great customer service• Make it easy to customers to post
reviews and Like your business
Drive Repeat & Referral BusinessStay Connected to your Best Customers
via Social, Email, Text!
Today’s Consumer…• Trust Peer recommendations in social media (only 14%
trust advertisements!) • 80% connect with favorite brands via Social • Majority of consumers join email lists to receive
discounts• 72% are open to receiving special offers via Text
To be OFB in ‘13, Merchants Must: • Grow their Fans & Followers in Social
Media• Build email/text customer databases • Regularly post, email and text to stay
connect and drive repeat and referral business!
Targeting Your Best Potential Customers
Target Marketing Options Zero in on the consumers already interested in your products and services with online display and email marketing.
Options include: • Target by Geography to reach those
nearest your store, including Mobile Geo Fencing.
• Target by wide variety of demographics • Retarget consumers based on search or
who already have visited your site. • Target consumers on Social Networks• Targeted email puts your message in
their inbox
Three Key Digital Media Strategies for Growing Your Business
1. Make sure you Get Found by Consumers Actively Searching Online for your products & Services on leading sites like Google.
2. Leverage Social Media Best Practices to Drive More Repeat and Referral Business from existing clients
3. Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services
Social is Digital Word of Mouth!
Key Components of Client Needs Analysis
2. Visibility & Reputation
• How Ranking? • Website?
• Design?• SEO? • Last updated?
• Smart Phone Friendly?• Local Biz Listings? • Reputation?
• Ratings• Reviews• Comments
3. Social Media
• Existing FB, TW, G+? Other?• Fan Count? • Posting Frequency?• In store signs? Contests?
Other Direct Response• Email Newsletter• Size of List ?• Frequency sent• How Collected?
• Text Marketing • Size of database• Frequency sent • How collected
Fishbowl?
Got all the above? Now lets drive traffic, increase your Fans with Target Marketing
1. General Business
Ice Breaker: First offer fact you know about their biz, or compliment – show you’ve done a little homework
Ask them about: • 2013 off to good start?• Plans for Growth? • Best Sellers? • Competition? • Best Customers? • Where Live? • Frequency of Visits?• How Get New? • Advertise?
Investment: $399 Set Up Fee & $279 Month
Optimized Mobile Website – that matches look/feel of existing site with one click to call, maps, products, services, coupons
Custom YouTube Channel & Video Series - we create a Custom YouTube Channel and series of Four videos to tell the story of your business with sight, sound and emotion, optimized for high Page Rank on Google. Includes listing in Video Directory on Newspaper.com
Local Visibility Business Listing Package - Claim/enhance local Google ,Yahoo, Bing listings- Verify optimize Top 150 search, directory and social site listings –
including GPS and Siri – great for SEO. - Print & Online Listing in newspaper marketplace
Reputation Management – 24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation!
Mobile Essentials
Custom 4-6 Page Optimized Website (not a template) you own it, includes Home Page, Product, Service, About us pages, Facebook Widget, Facebook Contest links and Text VIP Loyalty Club Sign up.
Smart Phone Friendly Website matches look/feel of main site, includes Mobile Coupons, Text Club and appointment reminder tools, Photo Galleries, Products, Services pages and links to Social Media, Photos
Custom YouTube Channel & Video Series – we create a new video once per quarter, each optimized for Search for your top 5 keywords. Tell the story of your business with sight, sound & emotion. Includes Newspaper.com Video Directory
Optimized listing package includes Google, Yahoo, Bing, Community Directory and Video Directory. Maximize & optimize your presence on the Top 3 Search Engines used by 95% of online consumers and on the #1 News and information site in your market!
Make a Great First Impression on the Web’s #1 Sites$899 1x Design Fee and $299 per month
Custom 4 Page Optimized Website (not a template) you own it, includes Home Page, Product, Service, About us pages, Facebook Widget, Facebook Contest links and Text VIP Loyalty Club Sign up.
Smart Phone Friendly Website matches look/feel of main site, includes Mobile Coupons, Text Club and appointment reminder tools, Photo Galleries, Products, Services pages and links to Social Media, Photos
Custom Facebook Page to build your Fan Base…drive repeating & referral business on the #1 (by a mile) social media site. We manage postings all month long as well as to your Text Messaging Club.
Custom YouTube Channel & Video Series – we create a new video once per quarter, each optimized for Search for your top 5 keywords. Tell the story of your business with sight, sound & emotion. Includes Newspaper.com Video Directory
Optimized listing package includes Google, Yahoo, Bing, Community Directory and Video Directory. Maximize & optimize your presence on the Top 3 Search Engines used by 95% of online consumers and on the #1 News and information site in your market!
Make a Great First Impression on the Web’s #1 Sites$999 1x Design Fee and $349 per month
Social Media PackagesDriving Repeat & Referral Business!
3 Ways to Grow Sales
1. Get More Customers 2. Raise Profit Per Sale3. Increase Customer Frequency by Staying Top
of Mind.
One of these is easier than the other two.
Social Media, Email, Text Marketing Keep you Connected, Driving Repeat & Referral Business!
Are you part of The Shop Local Movement?Social, Email, Text Marketing keeps you Connected!
Why Businesses Lose Customers
• 1% Die• 3% Move Away• 5% Form other relationships• 9% Leave for Competitive Reasons• 14% Due to Product Dissatisfaction• 68% Stop buying because of attitude or
feeling of indifference – Loss of “Mind Share”
Create a Customer Loyalty & Referral Program
“What would it mean for your Business if Your Current Customers Shopped with you one more time a month?”
“What it would mean for your Business if your Happy Customers became your best salespeople…telling all of their friends how much they love your products & services?
News of Your Store Via Multiple Channels Your Happy Customers
Marketing & Social Media Calendar
Plan & Sync the Message Distribute the Message via Social, Video, Blog, Text & Email Channels
We Manage and Distribute Your Marketing & Social Media Communication across multiple platforms
We meet with your team regularly to ensure offline syncs with online message and then manage all postings hands free to you!
The Message can include:• Marketing messages• Coupons/Special Offers• Customer Loyalty Promotions• Customer Testimonials &
Reviews
• Your Charitable Efforts/Giving Back • Contests & Promotions• New Product/Service announcements• Product & Service Videos• Employee & Vendor Recognition
Social Mobile EssentialsInvestment: $499 Set Up & $399 Month
Create and Promote a Customer VIP Loyalty Program – Stay in touch and reward your most loyal customers – driving more repeat business! We manage all Channels for you hands free, including: • Social Media: Facebook, Twitter, Google Plus• Monthly Email Marketing Newsletter • Text Messaging • Complete in-store collateral, including table tents, signage, window clings,
business cards
Optimized Mobile Website – site matches look/feel of your existing site, reaching action mode consumers on the go with smart phone friendly website
Custom YouTube Channel & Video Series – we create a new video once per quarter, each optimized for Search for your top 5 keywords. Tell the story of your business with sight, sound & emotion. Includes Video Directory on Fredericksburg.com
Optimized Local Business Listing Package & Rep Management – Optimize Big 3 plus, Top 150 Search, Social & Directories and real-time monitoring of your online reputation.
Web & Social EnhancedInvestment: $1995 Set Up & $449 Per Month
Custom 6-Section Multi-Page Website designed for Desktop, Tablet, Smart Phones• Site features Home Page with rotating image carousel and videos• Additional Pages can included Product Pages, Service Page Specials, Company News
Blog, Company Info & History page• Site Features links to Social Media, Email Newsletter Sign Up• Includes hosting, maintenance and up to 5 email addresses
Create and Promote a Customer VIP Loyalty Program – Stay in touch and reward your most loyal customers – driving more repeat business! We manage all Channels for you hands free, including: • Social Media: Facebook, Twitter, Google Plus• Monthly Email Marketing Newsletter • Text Messaging • Complete in-store collateral, including table tents, signage, business cards
Custom YouTube Channel & Video Series – we create a new video once per quarter, each optimized for Search for your top 5 keywords. Tell the story of your business with sight, sound & emotion. Includes Video Directory on newspaper.com
Optimized Local Business Listing Package & Rep Management – Optimize Big 3 plus, Top 150 Search, Social & Directories and real-time monitoring of your online reputation.
Create Great Fresh Search Optimized Content and
Distribute Widely
Google Blog and Client’s Site Blog
Content used for Social Posts, linking to site, and also used in weekly Text Marketing
Use as copy points to create search optimized video
(FYI: Google owns YouTube)
MARKETING STRATEGIESImprove SEO, Drive Traffic &Repeat & Referral Business
Used in monthly e-newsletter
Published on Leading Local News Site
Click image below to access Facebook page
Client Email Newsletter Management
We offer targeting that reaches consumers on the Web and on the Go
+
• Reach substantial percentage of local online consumers on our # 1 Local News & Information site as well as via leading premium national sites
• Target Best customers by Demographics, Content and Behavior. • Retarget Consumers based on Search or Previous Visits to your website
Reaching Best Potential Customers on Local & National Sites
Sample of Top Categories
Single Ad Buy reaches targeted audience across smartphones, tablets,
laptops and work/home PC’s.
Reach Consumers on any Device
Reach Consumers Near your StoreMobile Geo Fencing pinpoints customers when they are near
your store and serves them ads relevant to their location
1Consumer performs a Keyword Search & is anonymously “cookied” for their search term.
2Consumer later visits their favorite sites on the Web and is served your ad based on their past search history
Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers.
Ads appear on Brand Safe Premium Publishers sites reaching your target audience as the move across the internet. Dynamic ads can include video and link to your home page , special offers, Product pages and more.
Best Hybrids
Reach Consumers Actively SearchingReach Consumers ACTIVELY Searching for your Products & Services
1Consumer performs a Keyword Search & is anonymously “cookied” for their search term.
2Consumer later visits their favorite sites on the Web and is served your ad based on their past search history
Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers.
Ads appear on Brand Safe Premium Publishers sites reaching your target audience as the move across the internet. Dynamic ads can include video and link to your home page , special offers, Product pages and more.
Toyota Prius
Search Retargeting the Competition!Reach Consumers ACTIVELY Searching for your COMPETITION!
Site Retargeting reaches potential customers who have already visited key pages of your Website and invites them back.
Facebook options for Web & Mobile
Facebook Retargeting
Sponsored Tweets
Target by:
• Geography• Interests• Gender• Device
You Pay when people…click on, Favorite, reply or re-tweet your Promoted Tweets.
100% Track-able to prove your ROI
B2B Targeting Opportunities
• We create a Custom Email template that features:
• Your Marketing Message• Links to site, video, social media etc.
• We Target the Email message to double opt in list of Consumers by:
• Zip Code radius around your store• Demographics (Gender, HH Income, Age)• Category of Interest
Targeted Email Options!
SAMPLE REPORT
SAMPLE EMAIL
This campaign sent over 3000 potential customers to the client’s site!
GETTING RESULTS: DEMOGRAPHIC TARGETING
• Age
• Gender
• Ethnicity
• Occupation
• Education
• Language
• Religion
• Marital Status
• Presence of Children
• Number of Children
• Income: Est. HH.
• Net Worth
• Homeowner/Renter
• Home Market Value
• Dwelling Type
• Length of Residence
• Presence of Pet
• Veteran
TARGETING THE LIST
Email Marketing Drives Results!
Over 1600 potential customers delivered to client’s website!
Shortening the Sales Cycle• Designed to Grow Revenue Faster by reducing # of visits required to
close a sale • Created “E-Office” – designated place & time to make outbound Digital
Appointments and conduct CNA. • Minimum 2 Hours Week Per Rep devoted to effort – blocked out in
Shared Google Calendar. • All Calls are recorded as teaching tool • Goals is to get needs analysis out of the way before the first visit • On the call, rep confirms follow up appointment and tries to ensure all
decision makers will be there. • Rep visits Client with A or B proposal designed to get decision on the
spot…or at least set up next appointment for the close. • Shorten the average sales cycle from 3 calls to 1 (or two at worst)Bill Smith – Ad Director
540-845-3009
Huge Opportunity for Incremental Revenue
• Typical Media Partner has relationships with 15 – 20% of all Local Businesses, mostly medium to large. Many of these existing clients need your new agency services but…
• You also need a Hunter team to go after the remaining 80%! Mostly SMB’s former YP.
• Example: In Milwaukee we went after both sets of clients – with existing digital sellers + new hunters.
• Result: • 80% of Agency customers were
completely new clients representing True Incremental Revenue
• But…Largest sales came from existing clients who needed digital services.
Clients
Non Clients
Huge Opportunity for Incremental Revenue!
& Conquest Marketing 60 Mile Radius
100% IncrementalNever Bought from Paper Before
60 Miles Radius – outside circ area
Buy includes• Search Retargeting• Newspaper Site• Business Journal
Result: $35,000 Sale
Success Story: Digital Agency Opens Doors for Incremental Revenue
Social Media + Text Drives New Business
• Zero to 1100+ Fans on Facebook
• Grew Text VIP Club to over 1000 members
• Synchronized Program drives customers on slow nights
Client Happiness
“Social Media , Facebook, You Tube, Twitter, were always a source of frustration for our companies. We were always in these marketing areas, but found it almost impossible to keep pace on a daily basis. Guarantee Digital has done a fantastic job in bringing us up to speed almost overnight in all of these areas. Efficient and professional are the best words to describe our experience thus far…..” - Home Store, Pittsburgh PA
“Thank you, Peggy. The support you and your team provided was priceless during a very stormy day for our business. Your judgment and execution were flawless.” - Mattress Company, Buffalo NY
Customer Testimonials – We treat Your clients like Gold!
“Leeann…..I have been talking to people as they call in for quotes on their project. I was amazed how many were using the internet search to find us. It's working.” Thank you!Construction Company, Moline IL
“Josh, Got a new loan today because of my online presence that you guys have been able to get going for me…. Thank You!!!!! “ Mortgage Company, Greeneville TN
“Kris, I agree, I LOVE it...thanks again for your work and the professional looking site. I am getting really good feedback on the FB page, and several compliments on that web video you made! “ Custom T Shirt Shop, Pittsburgh PA
Hello Kris. I just wanted to reach out and thank you for doing such a great job on the fly like you did. You did a terrific job working with my contact on their social media challenges. You went above and beyond with my contact and because of the level of service you provided they were very impressed. Impressed enough to sign a contract with us for our Microsite bundle package on the spot.
What is especially nice is that he had meetings with Yellow pages and KQ2 (a local competitor) scheduled for next week. The owner's intentions had been to wait until he had our bid and our competitors and weigh them. He changed his mind and didn't feel he needed to wait. Great support and great job, Kris!
Jess ChristianNews Press Digital - St. Joe Missouri
Media Partner Testimonials
THANK YOU for your time this morning. Jim is very excited now that we are underway and I personally want to say thank you for your extra effort you had to put into this. True customer service.
Ron HansenRochester Post Bulletin – Digital Impact Guides
Ready to get started?
In 6 Weeks or less, you could launch your New Digital Agency and jumpstart your online revenue.
Let’s Talk!
Daryl HivelyFounder & CEO
Guarantee Digital LLC414.234.8529
daryl@guaranteedigital.com
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