how to land big corporate campaigns and keep them coming back - will chen
TRANSCRIPT
How to Land Big
Corporate Ad Campaigns
and keep them coming back
W i l l C h e n , W i s e B r e a d
“Shut up and give me money!”
“Show me the money!”
“How to sell out like a pro!”
*may not reflect actual buffet
Wisebread.com/fincon12
Future Wise Bread CEO
Holy Grail of monetization
Learn how to...
1. Get noticed by big brands.
2. Make the perfect pi tch.
3. Keep them coming back.
Influence > Pageviews
Show your influence over…
Journa l i s t s and ed i to rs .
TV and rad io p roducers .
Other b loggers .
I ndus t ry exper ts .
Respec ted rev iewers .
Soc ia l med ia power users .
Record anytime they…
Wri te about you.
Promote you on socia l media.
Meet you in real l i fe .
Survey your readers
About Wise Bread readers
7 1 % f e m a l e .
3 6 % h o u s e h o l d i n c o m e o v e r $ 7 5 k .
7 7 % c o l l e g e g r a d u a t e s o r h i g h e r.
9 8 % r e l y o n u s t o m a k e p u r c h a s i n g d e c i s i o n s .
8 9 % l i k e l y t o s h a r e p r o d u c t s w i t h t h e i r f r i e n d s .
6 1 % a r e l o o k i n g t o o p e n n e w f i n a n c i a l a c c o u n t s .
About Wise Bread readers
7 1 % f e m a l e .
3 6 % h o u s e h o l d i n c o m e o v e r $ 7 5 k .
7 7 % c o l l e g e g r a d u a t e s o r h i g h e r.
9 8 % r e l y o n u s t o m a k e p u r c h a s i n g d e c i s i o n s .
8 9 % l i k e l y t o s h a r e p r o d u c t s w i t h t h e i r f r i e n d s .
6 1 % a r e l o o k i n g t o o p e n n e w f i n a n c i a l a c c o u n t s .
About Wise Bread readers
7 1 % f e m a l e .
3 6 % h o u s e h o l d i n c o m e o v e r $ 7 5 k .
7 7 % c o l l e g e g r a d u a t e s o r h i g h e r.
9 8 % r e l y o n u s t o m a k e p u r c h a s i n g d e c i s i o n s .
8 9 % l i k e l y t o s h a r e p r o d u c t s w i t h t h e i r f r i e n d s .
6 1 % a r e l o o k i n g t o o p e n n e w f i n a n c i a l a c c o u n t s .
About Wise Bread readers
7 1 % f e m a l e
3 6 % h o u s e h o l d i n c o m e o v e r $ 7 5 k .
7 7 % c o l l e g e g r a d u a t e s o r h i g h e r.
9 8 % r e l y o n u s t o m a k e p u r c h a s i n g d e c i s i o n s .
8 9 % l i k e l y t o s h a r e p r o d u c t s w i t h t h e i r f r i e n d s .
6 1 % a r e l o o k i n g t o o p e n n e w f i n a n c i a l a c c o u n t s .
Act like a professional
Create a legal s t ructure.
Conservat ive SEO.
Be t ransparent .
Get great photos.
Wearing grown up clothes … priceless
Act like a professional
Conservat ive SEO.
Be t ransparent .
Get great photos.
Eggciting but harmful
Awesome product reviews
Evergreen “best in c lass.”
Be object ive.
Develop a ser ies.
Maximize value of o ld rev iews.
Advertise here!
“Adver t ise here” tab.
“About Me” page.
Tel l fe l low b loggers.
Reverse p i tch everyone.
Reverse pitch everyone
1. Get noticed by big brands.
2. Make the perfect pi tch.
3. Keep them coming back.
Learn how to...
Research the landscape
You need to know
Right product for you?
The brand & ad agency.
How the campaign is
executed.
Your first phone call
Campaign object ive & success metr ics.
Targeted demographic .
Campaign examples.
Setting up the agreement
Clear de l i ve rab les .
Poin t o f con tac t .
Cont ingenc ies .
Pr ic ing & payment
te rms.
Pricing is easier than you think
1. Get noticed by big brands.
2. Make the perfect pi tch.
3. Keep them coming back.
Learn how to...
Create added value
Respect chain of command
Offer value, not discounts
Be flexible
Clone your process
Word of mouth is king
Remember to have fun
Director
Of
Marketing
Wisebread.com/fincon12
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Photo Credits1. Title slide City PowerPoint Template.2. Slide 2: Futurama Fry Meme Generator.3. Slide 3: Jerry Maguire screenshot TriStar / Sony Pictures.4. Slide 5: Lobster by Brent Danley.5. Slide 6: Sword fighting stick figures by XKCD.6. Slide 10: Lego Indiana Jones by Jeremy Mates.7. Slide 19: Survey results circle graphic by Pixeden.8. Slide 28: Judo flip by Jose A Dianes9. Slide 32: Overly attached friend (Laina) Meme Generator.10. Slide 38: Respect chain of command by Kenny Louie.11. Slide 39: Offer value, not discounts by Sixth Lie.12. Slide 40: Be flexible by JD Hancock.13. Slide 41: Clone your process by leg0fenris.14. Slide 42: Word of mouth is king by JD Hancock.15. Slide 43: Mad Men press kit promo photo by Adam Taylor, AMC.16. Slide 44: Jean Park, Director of Marketing for SaveUp.17. Slide 47: Carrie Rocha, Pocket Your Dollars.All other images from royalty-free stock images purchased by Wise Bread.
W i l l C h e n , W i s e B r e a d