Integrated Sales:How Compelling Ideas Create Revenue

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Zachary Braiker

Refine + Focus NAB

Our Focus

1. Client as Content2. New Tools3. Integrated Sales

Background Refine + Focus NAB

Life onlineHarvard

Geek

Media consultingMedia planningWeb marketing

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What’s Changed?

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What’s Changed? Convergence

Client as ContentRefine + Focus NAB

•On air + on site •Generate opt-ins for O’Malia’s •Build brand + credibility

Client as ContentRefine + Focus NAB

•Ernie Boch Jr. iming live •Brand building •Generate opt-ns

Client as ContentRefine + Focus NAB

•Clients are experts•Sponsor user generated content•Law, mortgage, real estate “infomercials”

Integrated SalesRefine + Focus NAB

1.Connected by key insight

2.Multiple touch points

3. Relevance + engagement

What are the New Tools?

•Web sites•Microsites•Email•Streaming•Podcasting•Mobile •Online community

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Web Site1. Placement matters3. Task vs. experienced 4. Media kits5. Sponsored content 6. Examples:a Z100b. The Wave c. Univision d. Q101

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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 + Focus NAB

Microsite

•Target & test messages•Easier to create •Highlight listeners interests•Ideal for sponsorship •Marketing Sherpa indicators

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Streaming

1. Extend listening online2. New promotional opportunities 3. Call to action – listener in front of stream*4. Measurable

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Podcasting•Sponsored + custom•More than Pre-roll…•Flat, CPM, Placement •Loyal, Active listeners

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Mobile

•Personal, portable, pervasive•Follows rules of subscription•Use web site to segment messages (opt-ins) •Multiple revenue sources: wallpaper, ring tones…•Case studies: Nascar, Cox Hawaii, Texas storm

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http://flickr.com/photos/mivella/23282212

Community threat or opportunity

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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

Sales: The Meeting Before the Meeting

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• Research the client online 2. Do vs. Believe 3. Expectations 4. Results

Online Revenue ModelsRefine + Focus NAB

1. CPM2. Keywords + paid search

3. Auction: Ad Brite4. Behavioral / Contextual

5. Pay per placement6. Flat 7. Affiliate

New Media: Threat or Opportunity

1. Everyone can advertise: Google + Yahoo2. Measurement = accountability3. New media is local

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Sales structures

1. Dedicated rep, team, entire staff2. National vs. local 3. All clients vs. top clients4. Packages vs. A La Carte 5. Seller as teacher 6. Case studies from early adopters

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Keeping Current

1. Bloglines (prospecting)2. Del.icio.us 3. Gmail (save competitors’ emails)4. RSS feeds on keywords5. Contact: Zach@refineandfocus.com

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