ABCD SALES MODEL · • Sell your total audience • Maximize reach • Expose advertiser to multiple verticals for better results • Digital complements print • Drive R.O.I. •

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MediaNews Group AdTaxi Networks 21st Century Media1

Digital Innovation, presented by Ryan ChristiansenSeptember 18th, 2013

Facebook.com/DigitalFirstMedia

Twitter.com/DFVentures

linkedin.com/company/digital‐first‐media

ABCD SALES MODEL


General Session: Innovation Mission – Top Takeaways and the Two Visits that Had the Most Impact

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A.B.C.D. Sales ModelAUDIENCE:

Why do we lead with Audience story?

• Establishes market leadership, as we have the largest audience

• Establish credibility with the client

• Addresses the bundled audience story

BUNDLED PLATFORMS:

Why do we bundle?

• Sell your total audience

• Maximize reach

• Expose advertiser to multiple verticals for better results• Addresses the bundled audience story

• Digital complements print

• Drive R.O.I.

results

• Positions yourself as an advertising expert in all emerging platforms

• Gives you the ability to consume more of the locally available ad dollars

CREATIVE:

Why is creative is so important to your pitch deck?

• High‐impact creative speaks louder than narrative text

DEAL:

Why a “DEAL” page?

• Essence of why you are there

• Solution to the objective for the call


narrative text

• Agency‐quality creative sells.

• Businesses will buy beautiful images that reflect well on their business, & owners love seeing their name in lights.

• Distinguish your proposal from your competitors

• Solution to the objective for the call

• Ties together the elements and sequence of your pitch

• Creates an offer to purchase advertising

• Leads to the next step in the buying process

TRAINING



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Digital Badge Certification

What is it?

A training program designed to increase digital fluency across the Digital First g p g g g y gMedia sales organization.

Benefits:

• Equip sales force with knowledge of all digital products

• Improve presentation skills

• Increase sales confidence

• Increase volume of quality proposals


ROI:

• Improved closing ratio

• Increased revenue: rep must close a sale in order to become Digitally Certified for a given product!

Every sales rep is expected to . . .

1) Watch the training videos & review training decks on iShare

2) Take the “iKnowledge “test and pass it

How It Works:

– 100%

3) Create an ABCD Deck for a target client with the digital product or products in the deck

4) Role play with a manager or sales trainer

5) Pitch the client and close the sale!


6) Provide proof of sale to manager

7) Rep receives a “badge” for becoming digitally certified for that particular product. (10 products in all)


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INNOVATION


• Focus on new ways to deliver niche content to specific audiences

eBooks

• Transition away from traditional special sections

• Success tied to bundled sales strategy

• Our most f l


successful eBooks have a print component


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CONTENT MARKETING BRAND AS PUBLISHERShare your content • Connect with our readers • Build your audience

FEATURES

• Dedicated landing page featuring your brand and your content

Cl l l b l d ‘S d

BENEFITS

• Build your audience by connecting directly with Denver Post & Digital First Media’s highly

• Clearly labeled as ‘Sponsored Content’, so reader has full transparency

• Ability to share your content (articles, photos, videos, white papers, etc.)

• 100% SOV on content pages

• Social share and commenting capabilities

• Comprehensive promotional package

First Media s highly educated and engaged readers

• Achieve brand lift by leveraging brand equity of DP & DFM properties

• Publish alongside editorial content from DP &DFM editors, identifying the source, so the reader has full transparency


package

• Denver Post / Digital First Media Program Manager to assist in developing a content strategy

Source: Online Publishers Association. Mock‐up for illustration purpose only.

p y

• Establish your brand as a thought leader on a particular subject matter

20% BoostIn Purchase Intent

BRANDED CONTENT PROVIDES:

29% Increase in Online Adv. Perf.

Minimum 3‐month commitment

CONTENT MARKETING CUSTOM CONTENT CHANNELAlign your brand with content that is relevant & valuable to your customers

BENEFITS

• Achieve brand lift by leveraging brand equity of The Denver Post and Digital First Media

FEATURES

• Dedicated landing page featuring your brand

• 10 or more pieces of i i l h Digital First Media

properties

• Connect with DP & DFM readers and build your audience through relevant and valuable content

• Immerse your brand in the content experience of trusted and well‐established news and information sites

original content per month, created by industry experts

• Clearly labeled as ‘Sponsored Content’, so reader has full transparency

• Content integrated within editorial channels


• Brand attribution, with logo and link to your site at the top of each post


information sites

• Increase consumer engagement with your brand


each post


• Comprehensive promotional package





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CONTENT MARKETING CUSTOM CONTENT SERIESAlign your brand with content that is relevant & valuable to your customers

FEATURES

• Up to 4 pieces of original content per month, created by industry experts

BENEFITS

• Achieve brand lift by leveraging brand equity of The Denver Post and Digital

d• Clearly labeled as ‘Sponsored Content’, so reader has full transparency

• Content integrated within editorial channels

• 100% SOV on article pages

• Brand attribution, with logo and link to your site at the top of each post

S i l h d

First Media properties

• Connect with DP & DFM readers and build your audience through relevant and valuable content

• Immerse your brand in the content experience of trusted and well‐established news and information sites

• Increase consumer



engagement with your brand





CONTENT MARKETING AUTO CUSTOM CONTENT Content Fuels Your Marketing Efforts

FEATURES

• 2 articles per month

• Content shared via ColoradoDrives com

BENEFITS

• We work with industry experts to produce high‐quality content

ColoradoDrives.com Facebook / Twitter pages

• Content featured on home page of ColoradoDrives.com


• Logo and back‐link to your site at top of each post

• 50,000 behavior /

on your behalf

• Extend the reach of your content through social

• Custom approach, tailored for your dealership(s) strategy

• Retarget readers who’ve viewed your content on


retargeting impressions per month on AdTaxi Network

content on ColoradoDrives.com

Source: Cobalt Business Intelligence. Mock‐up for illustration purpose only.

64% OF YOUR WEBSITE VISITORS

ARE LIKELY TO PURCHASE A VEHICLE WITHIN 60 DAYS


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• Launched ColoradoDrives.com on January 1st, after ending an 11‐year partnership with cars.com. Here’s what we learned:

• Challenges: Crowded marketplace, quality of leads‐ new vs. used, driving traffic to the site was harder than anticipated.

• Opportunities: Strong results for our dealers, robust marketing efforts, expanding reach with


, p gpartnership opportunities with other media outlets throughout the state

ON THE HORIZON



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DFM AdTaxi Growth Analysis:

Digital Revenue Growth

Directional Growth Comparison

Core digital business run rate decreased by 3% over 12 months

AdTaxi Revenue as % of Total Digital; Month Over Month Growth


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AdTaxi Run rate increased by 80% over 12 months

Mobile and Search continue to accelerate

AdTaxi continues to prove that selling a client what they want to buy benefits the

customer and the company

POD structure enables the Ops Team to optimize execution, increase speed, and build specific expertise, allowing the team to manage more campaigns per campaign manager.

EFFICIENCY . . .

• Strong execution because each line item within an order is trafficked simultaneously.

AdTaxi Digital Operations

an order is trafficked simultaneously.

• If one line item isn’t complete upon submission, the rest of the program can still start on time.

• Each Pod Leader/Group is an expert on their respective platforms, ensuring faster execution.

EXPERTISE . . .

• Pod leaders and members focus on mastering one platform, ensuring 100% expertise within the product and platforms.

TRAINING


TRAINING . . .

• Training new team members becomes easier because they can move from pod‐to‐pod as they master each platform. This allows a new team member to be effective within their first week.


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IN CLOSING


• Structure‐ constantly analyze structure in order to ensure you are setup for success

Digital SuccessDigital Success is tied to the ability to be nimble and innovative

• Talent‐ talent these days is the most important weapon we have

• Technology‐ the need to invest in technology is essential to your ability to both sell and scale

• Trends‐ pay very close attention to trends and have plans in place to be ahead of the curve


place to be ahead of the curve


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Ryan ChristiansenRegional Sales DirectorDigital First MediaRCh i ti @di it lfi t di


[email protected]: 303.954.3230

@RChristiansen11


Documents

ABCD SALES MODEL · • Sell your total audience • Maximize reach • Expose advertiser to multiple verticals for better results • Digital complements print • Drive R.O.I. •