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How to Land Big Corporate Ad Campaigns (Will Chen, FinCon12)

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How to Land Big Corporate Ad Campaigns (Will Chen, FinCon12)

  1. 1. How to Land Big Corporate Ad Campaigns and keep them coming back Will Chen, Wise Bread
  2. 2. “Shut up and give me money!”
  3. 3. “Show me the money!”
  4. 4. “How to sell out like a pro!”
  5. 5. *may not reflect actual buffet
  6. 6. Wisebread.com/fincon12
  7. 7. Future Wise Bread CEO
  8. 8. Holy Grail of monetization
  9. 9. Learn how to... 1.  Get noticed by big brands. 2.  Make the perfect pitch. 3.  Keep them coming back.
  10. 10. Influence > Pageviews
  11. 11. Show your influence over…   J o u r n a l i s t s a n d e d i t o r s .   T V a n d r a d i o p r o d u c e r s .   O t h e r b l o g g e r s .   I n d u s t r y e x p e r t s .   R e s p e c t e d r e v i e w e r s .   S o c i a l m e d i a p o w e r u s e r s .
  12. 12. Record anytime they…  Wr i t e a b o u t y o u .  P r o m o t e y o u o n s o c i a l m e d i a .  M e e t y o u i n r e a l l i f e .
  13. 13. Survey your readers
  14. 14. About Wise Bread readers   7 1 % f e m a l e .   3 6 % h o u s e h o l d i n c o m e o v e r $ 7 5 k .   7 7 % c o l l e g e g r a d u a t e s o r h i g h e r.   9 8 % r e l y o n u s t o m a k e p u r c h a s i n g d e c i s i o n s .   8 9 % l i k e l y t o s h a r e p r o d u c t s w i t h t h e i r f r i e n d s .   6 1 % a r e l o o k i n g t o o p e n n e w f i n a n c i a l a c c o u n t s .
  15. 15. About Wise Bread readers   7 1 % f e m a l e .   3 6 % h o u s e h o l d i n c o m e o v e r $ 7 5 k .   7 7 % c o l l e g e g r a d u a t e s o r h i g h e r.   9 8 % r e l y o n u s t o m a k e p u r c h a s i n g d e c i s i o n s .   8 9 % l i k e l y t o s h a r e p r o d u c t s w i t h t h e i r f r i e n d s .   6 1 % a r e l o o k i n g t o o p e n n e w f i n a n c i a l a c c o u n t s .
  16. 16. About Wise Bread readers   7 1 % f e m a l e .   3 6 % h o u s e h o l d i n c o m e o v e r $ 7 5 k .   7 7 % c o l l e g e g r a d u a t e s o r h i g h e r.   9 8 % r e l y o n u s t o m a k e p u r c h a s i n g d e c i s i o n s .   8 9 % l i k e l y t o s h a r e p r o d u c t s w i t h t h e i r f r i e n d s .   6 1 % a r e l o o k i n g t o o p e n n e w f i n a n c i a l a c c o u n t s .
  17. 17. About Wise Bread readers   7 1 % f e m a l e   3 6 % h o u s e h o l d i n c o m e o v e r $ 7 5 k .   7 7 % c o l l e g e g r a d u a t e s o r h i g h e r.   9 8 % r e l y o n u s t o m a k e p u r c h a s i n g d e c i s i o n s .   8 9 % l i k e l y t o s h a r e p r o d u c t s w i t h t h e i r f r i e n d s .   6 1 % a r e l o o k i n g t o o p e n n e w f i n a n c i a l a c c o u n t s .
  18. 18. Act like a professional  C r e a t e a l e g a l s t r u c t u r e .  C o n s e r v a t i v e S E O .  B e t r a n s p a r e n t .  G e t g r e a t p h o t o s .
  19. 19. Wearing grown up clothes … priceless
  20. 20. Act like a professional
  21. 21. Eggciting but harmful
  22. 22. Awesome product reviews  E v e r g r e e n “ b e s t i n c l a s s . ”  B e o b j e c t i v e .  D e v e l o p a s e r i e s .  M a x i m i z e v a l u e o f o l d r e v i e w s .
  23. 23. Advertise here!  “A d v e r t i s e h e r e ” t a b .  “ A b o u t M e ” p a g e .  Te l l f e l l o w b l o g g e r s .  R e v e r s e p i t c h e v e r y o n e .
  24. 24. Reverse pitch everyone
  25. 25. Learn how to... 1.  Get noticed by big brands. 2.  Make the perfect pitch. 3.  Keep them coming back.
  26. 26. Research the landscape
  27. 27. You need to know  R i g h t p r o d u c t f o r y o u ?  T h e b r a n d & a d a g e n c y.  H o w t h e c a m p a i g n i s executed.
  28. 28. Your first phone call  C a m p a i g n o b j e c t i v e & s u c c e s s m e t r i c s .  Ta r g e t e d d e m o g r a p h i c .  C a m p a i g n e x a m p l e s .
  29. 29. Setting up the agreement   C l e a r d e l i v e r a b l e s .   P o i n t o f c o n t a c t .   C o n t i n g e n c i e s .   P r i c i n g & p a y m e n t terms.
  30. 30. Pricing is easier than you think
  31. 31. Learn how to... 1.  Get noticed by big brands. 2.  Make the perfect pitch. 3.  Keep them coming back.
  32. 32. Create added value
  33. 33. Respect chain of command
  34. 34. Offer value, not discounts
  35. 35. Be flexible
  36. 36. Clone your process
  37. 37. Word of mouth is king
  38. 38. Remember to have fun
  39. 39. Director Of Marketing
  40. 40. Wisebread.com/fincon12
  41. 41. Ask the Experts C a r r i e   R o c h a   W i l l   C h e n   S u n d a y 9 : 1 5 – 1 0 : 0 0 a m , To r r e y ’s P e a k Will Chen, Wise Bread
  42. 42. Did I mention there’s a buffet?
  43. 43. Photo Credits 1.  Title  slide  City  PowerPoint  Template.   2.  Slide  2:  Futurama  Fry  Meme  Generator.   3.  Slide  3:  Jerry  Maguire  screenshot  TriStar  /  Sony  Pictures.   4.  Slide  5:  Lobster    by  Brent  Danley.   5.  Slide  6:  Sword  fighJng  sJck  figures  by  XKCD.   6.  Slide  10:  Lego  Indiana  Jones  by  Jeremy  Mates.   7.  Slide  19:  Survey  results  circle  graphic  by  Pixeden.   8.  Slide  28:  Judo  flip  by  Jose  A  Dianes   9.  Slide  32:  Overly  aXached  friend  (Laina)  Meme  Generator.   10.  Slide  38:  Respect  chain  of  command  by  Kenny  Louie.   11.  Slide  39:  Offer  value,  not  discounts  by  Sixth  Lie.   12.  Slide  40:  Be  flexible  by  JD  Hancock.   13.  Slide  41:  Clone  your  process  by  leg0fenris.   14.  Slide  42:  Word  of  mouth  is  king  by  JD  Hancock.   15.  Slide  43:  Mad  Men  press  kit  promo  photo  by  Adam  Taylor,  AMC.   16.  Slide  44:  Jean  Park,  Director  of  MarkeJng  for  SaveUp.   17.  Slide  47:  Carrie  Rocha,  Pocket  Your  Dollars.   All other images from royalty-free stock images purchased by Wise Bread. Will Chen, Wise Bread

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