The Local Media & Advertising Experts

How to Hire a Digital Marketing Vendor Kelly Benish

July  26,  2015  

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Agenda

•  BIA/Kelsey Overview •  What’s Popular in the Marketplace? •  Are Service Models Shifting? •  Let’s Get Started! •  Q&A

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Who we are. BIA/Kelsey is a leading global consultancy specializing in the local media ecosystem. What we do. We track, analyze and advise on the rapidly-evolving advertising and marketing industry.

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How you benefit from us. Drawing from over 30+ years of industry experience, we deliver data-driven insights, business guidance, executive networking and advisory services that solve specific client needs.

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We Know Local Local media advertising revenues will reach $139 billion in 2015, according to our U.S. Local Media Forecast. Online/digital will account for more than one-quarter (25.3 percent) of total local media revenues. BIA/Kelsey can help you leverage the real business opportunities inherent in this growth to solidify your leadership position.

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What’s Popular in the Marketplace?

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There’s a Steady Shift Toward Digital Media

$106.1 $104.2 $105.6 $103.9 $105.0 $103.5

$31.0 $35.0 $39.4 $44.5 $49.7 $55.0

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

2014 2015 2016 2017 2018 2019

Traditional Online/Digital U

S$

Bill

ions

2014-2019 CAGRs:

Total Media CAGR 3.0%

Online/Digital

Media CAGR 12.2%

Traditional

Media CAGR -0.5%

$139.3

Note: Numbers are rounded.

$137.0 $145.0 $148.4 $154.7

$158.5

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Total Ad Spend Distribution for SMB Advertisers

13.5%

19.3%

22.8%

5.7%

4.1%

6.6%

6.5%

4.2% 3.5% 4.3% 2.6% 4.3% 2.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 18 (Q3 2014)

Pay Per Click

Other

IYP

Video

Deals & Coupons

Mobile

Sponsorships & Giveaways

Direct Mail

YP

Broadcast

Other Online

Social

Other Traditional

Source: LCM Wave 18, Q3/2014 (and prior waves, if relevant). Methodology: Online panels.

7.4 Average number of channels used by typical SMBs

$35,847 Average annual spend on marketing & advertising by SMBs

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Types of Channels Used to Purchase Online Ads

34.6%

27.6% 26.0% 25.6% 24.8% 22.8%

20.3% 16.3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 18, Q3/2014 (and prior waves, if relevant). Methodology: Online panels.

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Do it for me. Or do it WITH me… Are Service Models Shifting?

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Model Preferred When Working with Service Provider

39.0%

10.1%

37.0%

8.4% 5.5%

Do it With Me

Do it For Me

Do it Myself

No Preference

Not Sure

Q509A Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 18 Q3/2014. Full sample. Question text: For most of the online advertising, marketing and promotion needs for your business, which model do you prefer?

Preferred Model

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Let’s Get Started.

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1.  Infrastructure & Technology 2.  Process 3.  Products & Services 4.  Service Models & Partners 5.  Pricing & Packaging 6.  Time Management 7.  Overhead and Budget 8.  Goals 9.  Communication 10.  Leadership

10 Step Evaluation Process

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Five steps for attracting digital customers

Step 1 - Launch. Propel your business onto the internet with a professional website letting consumers know that you are officially open for business.

Step 2 – Get Found. Land on search engine result pages by clearly identifying your business and location to customers searching for you.

Step 3 – Reach Out. Introduce your business to new customers with advertising on search engine websites or news and entertainment networks.

Step 5 – Engage. Embrace your customers and their network of friends. Social media pages spread the word about your company.

Step 4 – Live & Local. Your customers are local - promote them locally on their favorite radio station through live streaming, on station websites and with email marketing.

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Launch your presence Step 1 - Launch. Propel your business onto the internet with a professional website letting consumers know that you are officially open for business.

WEBSITE DESIGN

MOBILE WEBSITE DESIGN

RESPONSIVE WEBSITE DESIGN

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Get found online Step 2 – Get Found. Land on search engine result pages by clearly identifying your business and location to customers searching for you.

LIST OPTMIZATION

LOCAL PROFILES

SEARCH ENGINE OPTIMIZATION

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Get more customers Step 3 – Reach Out. Introduce your business to new customers with advertising on search engine websites or news and entertainment networks.

SEARCH ENGINE MARKETING

DISPLAY ADVERTISING

RETARGETING

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Live & Local Step 4 – Live & Local. Your customers are local - promote them locally on their favorite radio station through live streaming, on station websites and with email marketing.

LIVE STREAMING AUDIO

E-NEWSLETTERS

DISPLAY ADVERTISING

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Engage your customers Step 5 – Engage. Embrace your customers and their network of friends. Social media pages spread the word about your company.

SOCIAL MEDIA OPTIMIZATION

REPUTATION MONITORING

CALL TRACKING

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What Solutions do I Need to Build my Business?

Product   Purpose  

Websites   Digital  business  card  Contact  info  and  forms    Mobile  format  

SEO     Expand  visibility  Takes  Fme  (90  days  –  1  year)  

Social  Media     Build  engagement  Promote  the  brand  

Social  Ads   Promote  the  brand  and  reach  ‘instantly’  Target  friends  of  friends  

PPC     Promote  the  brand  and  reach  ‘instantly’    Mobile  Capable  

Display  /  RemarkeFng  

Prevents  shopping  cart  abandonment    Improves  conversion  

Content   On-­‐site  /  Off-­‐site  E-­‐mail  MarkeFng  

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1.  Who are your competitors? 2.  Who are some of your top clients? 3.  Would you be inclined to supply me three references? 4.  Do you provide all of your products / services or do you outsource? 5.  What are your 30 day, 90 day, annual goals for my account? 6.  How often will we be reviewing my account? 7.  What is your customer service policy? 8.  Provide me three contacts from your company with contact info? 9.  What reporting information should I be receiving? 10.  What do you need from me to make this partnership a success?

What is the Interview Process?

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Your Questions. Let’s Discuss.

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result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

Questions & Comments:

The Local Media & Advertising Experts

Kelly Benish VP of Business Development O: (704) 989-8006 | @LoKellSearch Kbenish@biakelsey.com