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Digital Feet on 
the Street 
What’s hot: Digital Agency Model 
September 2014 
Shannon Kinney 
shannon@dreamlocal.com 
@dreamlocal, @shannonkin
The rules of marketing 
HAVE CHANGED.
Online Marketing Landscape 
• SMBs Digital Marketing spend to outpace Digital 
Advertising by 2.5x this year * 
• $97billion projected in PR and Social Media Marketing 
consulting services (each more than radio and 
newspaper combined) * 
• SEO projected spending $40billion, Email 
management $43billion * 
• 80% of companies will participate in social media 
marketing this year, nearly double from last year ** 
• Mobile and Video Marketing rapidly growing 
Sources: * Borrell Associates, **eMarketer
Newspaper: Five-Year Forecast 
$18.0 
$25.0 
$20.0 
$15.0 
$10.0 
$5.0 
Print Online 
Print Decline (2013-2017): $4.5B (22%) Digital Growth (2013-2017): $765M (13%) 
Source: BIA/Kelsey, 2014 
$16.8 $15.7 $15.2 $14.3 $13.5 
$3.2 
$3.3 
$3.4 $3.5 
$3.6 $4.0 
$0.0 
2013 2014 2015 2016 2017 2018 
US$ Billions 
$ 21.2 
$20.1 $19.1 $18.7 $ 17.9 $17.5 
Note: Numbers are rounded.
Who is your REAL competition?
Legacy Media’s ‘Spindly’ Digital Legs 
Source: Borrell 
© 2014 Borrell 
Share of Local Digital Advertising
Legacy Media’s ‘Spindly’ Digital Legs 
Source: Borrell 
© 2014 Borrell 
Share of Local Digital Advertising
Your Customers’ Needs Are 
Changing
The customer: Local businesses 
• Increasingly, cannot afford traditional 
marketing, but don’t understand options 
• View online marketing, and Facebook in 
particular, as an affordable and important 
option 
• Are too busy to keep up with managing their 
marketing and their businesses, seek assistance 
• Are hungry for solutions 
• Social media can bring significant results
Media Used: Newspaper SMBs 
63.9% 
48.6% 
42.6% 
38.3% 37.7% 36.6% 35.5% 34.4% 32.8% 32.2% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
“Newspaper SMBs” over-index in usage of 
Facebook, E-Mail, Google, Twitter, Video 
Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: 
Online panels. Sample: SMBs Who Advertise with Newspapers.
Your Clients’ Needs Are Changing 
• Newspaper SMBs use digital media heavily – and 
plan to do more. And they’re also more selective. 
• They’re ramping up their online presence, and how 
much they spend to maintain it and engage across it. 
• Digital fragmentation presents tough challenges – 
like measuring ROI for “owned” and “earned” media. 
• Newspapers are still well-positioned to serve this 
marketplace.
What does this mean? 
• Local businesses are seeking online marketing 
solutions are overwhelmed with options, and trust you 
• Your competition is NOT other media companies 
• As print slowly erodes, digital marketing services grow 
rapidly 
• Marketing services vs. advertising: where growth 
opportunities lie, requires different kind of sale 
• Need teams to be able to sell audience, understand 
the advertiser problems to solve and identify solutions
What does it mean to your sales effort? 
• Does NOT have to be a separate group or 
“agency”, BUT does need digital sales acumen 
and dedicated sales resources 
• An entirely different level of service 
• Non-product or platform specific 
• Client-focused vs. product-focused 
• Non-biased 
• Solution-oriented
What does it take?
Think like a startup
Being able to sell a 
SERVICE vs. SPACE… 
…this is what builds lasting 
advertiser relationships and trust!
Selling Differently: Solutions 
• NO space selling, NO individual 
product selling 
• YES: ongoing campaigns based 
on CLIENT NEEDS 
• How this sales process helps 
you sell more of everything 
else & builds trust 
• How these products are GLUE
Vs.
Needs-based selling for REAL 
• Create a process and formula for needs-based 
selling that includes: 
– Needs assessments 
– Ask probing questions to understand ALL business 
needs 
– Sell PLANS not days, runs, short campaigns 
– Regular “check ups” 
– Prescribe best ways to use all of your tools for 
them – even advertisers that have run for years! 
• Intense sales training 
• Accountability!
Understanding 
and selling 
Marketing vs. Advertising
Digital Feet on the Street - New York Press Association - September 2014
Keys to Success 
• Hiring digital native or young won’t fix it – skills 
development needed 
• Basic sales skills 
• Marketing 
• You lead by how you set your team’s priorities – 
reinforce in your 
• Culture 
• Focus 
• Incentives, goals 
• Accountability
For NYPA Members: 
A free evaluation of your options 
http://Publishers.dreamlocal.com 
shannon@dreamlocal.com 
www.dreamlocal.com 
@shannonkin, @dreamlocal 
www.facebook.com/dreamlocal 
207-593-7665

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Digital Feet on the Street - New York Press Association - September 2014

  • 1. Digital Feet on the Street What’s hot: Digital Agency Model September 2014 Shannon Kinney shannon@dreamlocal.com @dreamlocal, @shannonkin
  • 2. The rules of marketing HAVE CHANGED.
  • 3. Online Marketing Landscape • SMBs Digital Marketing spend to outpace Digital Advertising by 2.5x this year * • $97billion projected in PR and Social Media Marketing consulting services (each more than radio and newspaper combined) * • SEO projected spending $40billion, Email management $43billion * • 80% of companies will participate in social media marketing this year, nearly double from last year ** • Mobile and Video Marketing rapidly growing Sources: * Borrell Associates, **eMarketer
  • 4. Newspaper: Five-Year Forecast $18.0 $25.0 $20.0 $15.0 $10.0 $5.0 Print Online Print Decline (2013-2017): $4.5B (22%) Digital Growth (2013-2017): $765M (13%) Source: BIA/Kelsey, 2014 $16.8 $15.7 $15.2 $14.3 $13.5 $3.2 $3.3 $3.4 $3.5 $3.6 $4.0 $0.0 2013 2014 2015 2016 2017 2018 US$ Billions $ 21.2 $20.1 $19.1 $18.7 $ 17.9 $17.5 Note: Numbers are rounded.
  • 5. Who is your REAL competition?
  • 6. Legacy Media’s ‘Spindly’ Digital Legs Source: Borrell © 2014 Borrell Share of Local Digital Advertising
  • 7. Legacy Media’s ‘Spindly’ Digital Legs Source: Borrell © 2014 Borrell Share of Local Digital Advertising
  • 8. Your Customers’ Needs Are Changing
  • 9. The customer: Local businesses • Increasingly, cannot afford traditional marketing, but don’t understand options • View online marketing, and Facebook in particular, as an affordable and important option • Are too busy to keep up with managing their marketing and their businesses, seek assistance • Are hungry for solutions • Social media can bring significant results
  • 10. Media Used: Newspaper SMBs 63.9% 48.6% 42.6% 38.3% 37.7% 36.6% 35.5% 34.4% 32.8% 32.2% 70% 60% 50% 40% 30% 20% 10% 0% “Newspaper SMBs” over-index in usage of Facebook, E-Mail, Google, Twitter, Video Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Sample: SMBs Who Advertise with Newspapers.
  • 11. Your Clients’ Needs Are Changing • Newspaper SMBs use digital media heavily – and plan to do more. And they’re also more selective. • They’re ramping up their online presence, and how much they spend to maintain it and engage across it. • Digital fragmentation presents tough challenges – like measuring ROI for “owned” and “earned” media. • Newspapers are still well-positioned to serve this marketplace.
  • 12. What does this mean? • Local businesses are seeking online marketing solutions are overwhelmed with options, and trust you • Your competition is NOT other media companies • As print slowly erodes, digital marketing services grow rapidly • Marketing services vs. advertising: where growth opportunities lie, requires different kind of sale • Need teams to be able to sell audience, understand the advertiser problems to solve and identify solutions
  • 13. What does it mean to your sales effort? • Does NOT have to be a separate group or “agency”, BUT does need digital sales acumen and dedicated sales resources • An entirely different level of service • Non-product or platform specific • Client-focused vs. product-focused • Non-biased • Solution-oriented
  • 14. What does it take?
  • 15. Think like a startup
  • 16. Being able to sell a SERVICE vs. SPACE… …this is what builds lasting advertiser relationships and trust!
  • 17. Selling Differently: Solutions • NO space selling, NO individual product selling • YES: ongoing campaigns based on CLIENT NEEDS • How this sales process helps you sell more of everything else & builds trust • How these products are GLUE
  • 18. Vs.
  • 19. Needs-based selling for REAL • Create a process and formula for needs-based selling that includes: – Needs assessments – Ask probing questions to understand ALL business needs – Sell PLANS not days, runs, short campaigns – Regular “check ups” – Prescribe best ways to use all of your tools for them – even advertisers that have run for years! • Intense sales training • Accountability!
  • 20. Understanding and selling Marketing vs. Advertising
  • 22. Keys to Success • Hiring digital native or young won’t fix it – skills development needed • Basic sales skills • Marketing • You lead by how you set your team’s priorities – reinforce in your • Culture • Focus • Incentives, goals • Accountability
  • 23. For NYPA Members: A free evaluation of your options http://Publishers.dreamlocal.com shannon@dreamlocal.com www.dreamlocal.com @shannonkin, @dreamlocal www.facebook.com/dreamlocal 207-593-7665