Broadcasters' Billion-Dollar Digital Opportunity with SMBs
28
“Connect, Matter, Monetize” ‘Help!’ Local businesses’ most pressing need is TV’s best opportunity
-
date post
13-Sep-2014 -
Category
News & Politics
-
view
217 -
download
0
description
Local businesses’ most pressing need is TV’s best opportunity
Transcript of Broadcasters' Billion-Dollar Digital Opportunity with SMBs
“Connect, Matter, Monetize”
‘Help!’Local businesses’ most pressing need isTV’s best opportunity
Opportunities Retrans revenue expected to
triple by 2018 to $6B* Local political revenue grew
$1B in 2012 **
Where’s revenue growth?
Risks … Networks to claim up to 60%
of retrans revenue ** TV political budget share
shrinking, shifting to digital, and data-driven, hyper-targeted buys**
* USA Today 8/213 | ** TVB Forward 2013 “Future of Political Campaigns’
What about local growth?
Broadcasters service approximately 1 out of 15 businesses in a market.*
* Gordon Borrell, Borrell & Associates
What about local growth?
So where are opportunities to start a relationship with the other 14?
“I want people to be able to find us, our location, and our website.”[visibility]
What about local growth?
So where are opportunities to start a relationship with the other 14?
“What should we focus on … Facebook, Pinterest, Instagram?”[social marketing]
What about local growth?
So where are opportunities to start a relationship with the other 14?
“Encourage guests to leave reviews.”[reputation management]
What about local growth?
So where are opportunities to start a relationship with the other 14?
“Mobile!”[responsive design site]
What about local growth?
So where are opportunities to start a relationship with the other 14?
“Appearing in search engines.”[local search]
What about local growth?
So where are opportunities to start a relationship with the other 14?
“Time and personnel.”[simple, managed for me]
What about local growth?
So where are opportunities to start a relationship with the other 14?
“I am technology illiterate.”[a trusted advisor]
Emotional opportunity
Local business owners are entering an uncharted, emotionally-charged territory. And they feel …
Fear Frustrated Embarrassed Distrust Hopeless
Wanted: Trusted advisor
“Local digital marketing is hand-to-hand combat … the key advantage is history, brand, recognition and trust.”-- Gordon Henry, Deluxe Corp.BIA Kelsey Local SMB Conference, Austin
“Real opportunity,
real business owners”
From the street
From the street
Challenge: Recently expanded, no website, limited visibility, no social
Debbie Head, ownerPoole Bros. Nursery$3M annual revenue; yellow pages advertiser
From the street
Challenge: Staff management, customer service
Ann Webb, ownerAnn Webb Skin ClinicFirst review: “These are the most rude people I’ve ever dealt with, I can’t believe they’re still in business.”
From the street
Challenge: Reaching new customers and showcase reputation
Jessie Campbell, ownerPrice AutomotiveCurrently owns a single two-star Google review
From the street
Challenge: Customers only move every 4.5 years
Wayne Lombard, ownerSquare Cow Movers“I don’t use the yellow pages, so I’m not likely to advertise there. I’m going to steer away from things I don’t personally use.”
From the street
Dr. Erin BearDrs. Benjamin, Bear Family Dentistry
Sol BravermanNewark Nut Co.
Tamara QuinnPulling Down the Moon
How big’s the market?
“$43.5B U.S. market for SMB online marketing solutions”
-- Nathan Hanks, President Reach Local
• 2013 revenue $515M+• Advertisers 23K • Campaigns 35K
* ReachLocal Second Quarter 2013 Results
Why does it matter?
Because this is how people view a business today
Mobile Site
Visibility
Reputation
Social
Open the Virtual Front Door
Introduce business to those who need their product, service … but don’t know them yet?
TV excels at events
Super Bowl
Elections
Hurricanes
It’s an everyday opportunity
Helping businesses attract new customers is the business … and it’s long-term
Emotional challenge
Local business owners are entering an uncharted, emotionally-charged territory. And they feel …
Fear Frustrated Embarrassed Distrust Hopeless
Broadcast
ers
So what’s stopping us?
So what do we know?
Digital marketing services is big … $43B+
It’s being pulled out of your markets right now … $515M+
Time is now … new revenue awaits, these new advertisers won’t
Next steps …
