Local Media Association Virtual Ad Conference: Success with your small business partners
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success with your small business partners meeting their needs and driving results
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Products Packaging for Effective ROI Campaigns The true measure of any advertising product(s) is whether or not it drives business to your client’s door. This session will focus on developing and selling the most relevant advertising products to meet the needs of your local business clients. In addition, you’ll hear how these ad products can and should be measured to determine the direction of future advertising campaigns. Presented by Colleen Brewer, President, Brewer & Co.
Transcript of Local Media Association Virtual Ad Conference: Success with your small business partners
success with your small business
partnersmeeting their needs and driving results
getting to know youcolleen brewer
president & founder
austin, texas
sales and marketing team
• strategy
• training
• media
in the beginning • first job – small business media sales rep • simple equaled success
• selling meant educating
• relationships drove revenue
many things are the same todaysmall business owners are:
•busy people
• impatient shoppers
•demanding buyers
• tight with their money
•very loyal
Outfoxing the Small Business Owner
Gene Marks
simplify
a recent study by adobe:
less than 30% marketers believe they are doing a good job
Struggle to determine what choice to make:
digital social print tv radio
direct mail email
Territory: east side area overview: the east side is one of the fastest growing areas in the dma. from the neighborhoods of westwood and central city to the new retail areas of parkview and seaside. the average household income is above the metro area’s and the east side residents spend leisure time in the newly renovated branchville mall.
major towns: valley view, oak creek, sunny park, watertown and nellis.
retail and entertainment areas: park view, seaside, longtown, cherry mall, bushville center and hollowside.
2014 Demographics DMA East SideTotal Population 875,490 123,153Total Households 314,875 59,007Estimated Median Age 34.4 36.7College Grad 41% 44%Average Household Income $65,899 $71,432Owner Occupied Housing 59% 61%Married 50% 53%Never married 35% 31%HH with children 31% 38%Hispanic 24% 21%Retail expenditures $35,621 $38,023Food away from home $2,471 $3,011Apparal $3,988 $4,102Furniture $1,471 $1,508Home improvement $496 $508
who lives on the east side top prizm segments
• kids and cul-de-sacs
• upper middle class
• married with kids
• 25-44
• college grads
• while collar professionals
• upward bound
• upscale families
• college grads
• 35-54
• dual incomes
• homeowners
• soccer moms and dads
how to reach the east side
The combination of these mediums reach your target audience! For a weekly investment of
less than $1500, your message can be in front of the right people when and where they are
mostly likely to be.
zip code total households print daily print Sunday TMC local magazine direct mail hispanic product 30 day digital2000 21,517 6455 6656 17649 2008 21,517 56412001 14,224 2418 2511 12900 3421 14,224 14782002 10,852 2713 2788 9835 1670 10,852 36322003 12,414 2358 2590 11785 2268 12,414 1640
total 59,007 13944 14545 52169 9367 59,007 12391 1,101,641
make it easy80,000 small businesses open every year in this country
Average small business has 6 employees
Average age of small business owner is 49
3 of 10 don’t have a college degree
Top 3 problems: health insurance, taxes, qualified employees
The majority buy some form of online advertising and admit they don’t know if it’s a smart buy
make it easy
Basics we often forget
• examples are easy to understand
• every day language reduces intimidation
• explain terms and buzz words
• know their industry, talk their language
know their business
East Side Industry - Peak Months When Consumers Spendindustry jan feb march april may june july aug sept oct nov decattorneysauto centersbars/nightclubsgarden centersclothing storesdoctorsfloristsfuniture storesgrocery storesjewelry storespest control servicespool companiesrestaurantswine/liquor
use your resources
information is available at little/no cost
• host consumer polls
• sponsor category leader questionnaires
• create multi-market networks
• partner with market researchers
• use industry organizations
follow up
pretty good at most
awesome at a few
rock star at one or two
It’s ok!
learn from each other
people who mentor are more productive, better socialized and less stressed. university of miami professors
with the talent on your team, you can learn from each other
match yourself with someone who knows things you don’t – learn from them, teach them
follow up“be there whenever and however i need you…that trumps lowest price”
“don’t sell me – teach me. use my language and prove to me that you understand my business”
“i need you to help me understand what i bought and to help me know what to do next”
“if you keep teaching me, i’ll keep buying”
“talk to me like i’m someone you want to have a deeper relationship with than just a sale”
everything can be measuredfoot traffic
sales in a certain period
facebook likes
product mix
market share
brand awareness
whatever the boss decides today
small business success
• talk to your customers
• listen to them
• understand their goals
• simplify the options using data
• make it easy for them to buy with examples
• be courageous and follow up
