ADVOCATE DIGITAL MEDIA · Effect On Traditional Media Total Disruption . ... Complete understanding...
Transcript of ADVOCATE DIGITAL MEDIA · Effect On Traditional Media Total Disruption . ... Complete understanding...
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ADVOCATE DIGITAL MEDIA Digitally Focused Full Service Marketing Firm
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Victoria, Texas
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Frankly, we were built for a simpler world
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This was mobile…
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And Then…
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Effect On Traditional Media
Total Disruption
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What to do…
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Created ADM § Sister company to our Newspaper properties § Creative, Professional Digitally Focused Marketing
Company § Production team including Ad Ops, Developers, Designers § Leverage existing brands to build relationships § Position account executives as digitally focused marketing
experts § Provide best of breed digital solutions, creative solutions § Sign Agency Agreements. Manage client’s entire
marketing budget, not just the digital slice
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Likely Questions § What are your comp plans like? § How many “4 legged” calls do your reps make? § How do you handle account “ownership?” § What exactly is your structure? § How many digital accounts are assigned to each rep? § How do you make sure everyone “gets along?”
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You’re looking in the wrong place
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Think More Strategically § Change your definition of “Investing.”
Investing is not the same as buying cash flow. It’s a trap!
§ Accept that innovations kill business models. Forget about protecting your business model from your own innovation. Someone else will kill it for you.
§ You ARE going to upset people. Period.
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1.) Separate Reporting Structure (not just sales)
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Characteristics Of High Performers § Separate Team § Separate P&L § Separate Physical
Location
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This is not easy! § Constant struggle to stay on task and with the
strategy. § Advertising leaders are egomaniacs. They all
believe “I’m different.” They aren’t. § You will have failures.
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2) In House Technologists
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You Have To Actually Be Digital Marketing Experts
§ Experts that aren’t sales people § Complete understanding and curiosity about the digital
advertising ecosystem § Digital natives: Cord cutters, millennials, etc. § Stop trying to train people that don’t use the Internet to sell
it!
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3) In House Designers
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You Have To Actually Be Creative!
Before After
2015 ADDY Winner
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Before After
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4) No Fear
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Short Term Failure Is OK and Expected
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5) Unique Value Proposition
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Value Proposition: Simplify
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6) The right Culture
1. Separate Reporting Structure
2. In-house technologists (Developers, Fulfillment)
3. In-house designers 4. No Fear 5. Unique Value
Proposition
=
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ADM Culture § Very Few team members have worked
in a newspaper/ media company § Young team with a few “grizzled
veterans” § Not about the view or happy hours § It’s about WINNING!
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The Results
25% of Total Ad Revenue in 2014
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Welcome To ADM!
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These don’t guarantee success. Lack of these does guarantee failure
§ Absolute, rock solid, unquestionable support from the very top.
§ The right local champion. § Absolute confidence in your team, plan and
execution. § Everybody on the team has to drink the Kool-
Aid. Must have a team of True Believers.
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Thank You! [email protected] http://www.linkedin.com/in/jtholmes @jtholmes