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Integrated Sales:How Compelling Ideas Create RevenueRefine +
FocusNAB Zachary Braiker
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Refine + FocusNABOur Focus 1. Client as Content2. New Tools3.
Integrated Sales
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Background Refine + FocusNABLife onlineHarvardGeek
Media consultingMedia planningWeb marketing
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Refine + FocusNABWhats Changed?
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Refine + FocusNABWhats Changed? Convergence
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Client as ContentRefine + FocusNAB
On air + on site Generate opt-ins for OMalias Build brand +
credibility
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Client as ContentRefine + FocusNAB
Ernie Boch Jr. iming live Brand building Generate opt-ns
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Client as ContentRefine + FocusNAB
Clients are expertsSponsor user generated contentLaw, mortgage,
real estate infomercials
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Integrated SalesRefine + FocusNAB
Connected by key insightMultiple touch points Relevance +
engagement
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What are the New Tools? Web
sitesMicrositesEmailStreamingPodcastingMobile Online community
Refine + FocusNAB
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Web SitePlacement mattersTask vs. experienced Media
kitsSponsored content Examples:a Z100b. The Wave c. Univision d.
Q101
Refine + FocusNAB
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1. Permission marketing 2. Subject lines matter3. Viral: check
it out 4. Emails evolves to RSS 5. Web site: www.eroi.com
EmailRefine + FocusNAB
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MicrositeTarget & test messagesEasier to create Highlight
listeners interestsIdeal for sponsorship Marketing Sherpa
indicators
Refine + FocusNAB
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Streaming1. Extend listening online2. New promotional
opportunities 3. Call to action listener in front of stream*4.
Measurable Refine + FocusNAB
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PodcastingSponsored + customMore than Pre-rollFlat, CPM,
Placement Loyal, Active listeners
Refine + FocusNAB
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MobilePersonal, portable, pervasiveFollows rules of
subscriptionUse web site to segment messages (opt-ins) Multiple
revenue sources: wallpaper, ring tonesCase studies: Nascar, Cox
Hawaii, Texas storm Refine +
FocusNABhttp://flickr.com/photos/mivella/23282212
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Community threat or opportunityRefine + FocusNAB
1. What is online community? (Gather)2. Centralized (On site)3.
Decentralized (Off site)4. Listeners join online communities5.
Embrace new partnerships: To Myspace or not to Myspace
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Sales: The Meeting Before the MeetingRefine + FocusNAB
Research the client online 2. Do vs. Believe 3. Expectations 4.
Results
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Online Revenue ModelsRefine + FocusNAB CPM Keywords + paid
search Auction: Ad Brite Behavioral / Contextual Pay per placement
Flat Affiliate
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New Media: Threat or OpportunityEveryone can advertise: Google +
YahooMeasurement = accountabilityNew media is localRefine +
FocusNAB
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Sales structuresDedicated rep, team, entire staffNational vs.
local All clients vs. top clientsPackages vs. A La Carte Seller as
teacher Case studies from early adoptersRefine + FocusNAB
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Keeping CurrentBloglines (prospecting)Del.icio.us Gmail (save
competitors emails)RSS feeds on keywordsContact:
[email protected] Refine + FocusNAB
