5 Secrets From a Master of Advertising Sales Slides
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Total ad spend across the US is more than $180 billion, and continues to climb each and every year. The reason for the growth is that advertising works. And providing advertising options to members not only generates non-dues revenue for your organization, but provides a huge benefit to your members through increased exposure, and growth of their businesses. In this free webinar, Melanie Foursha, Business Development Representative at WebLink will present a must-watch webinar on how to create and implement a successful advertising program, while demonstrating return on investment on your members’ advertising dollars. In this webinar, you will learn: - Strategies and techniques for communicating your advertising program to members. - How to determine and present pricing packages your members will value. - How to demonstrate the return on investment through referral reporting.
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5 Secrets From a Master of Advertising Sales Slides
- 1. Secrets From a Master of Advertising Sales
- 2. ABOUT WEBLINK • Leading SaaS AMS Company • Over 720 Association Customers; 5,500 Users; Supporting 650K Members • Established in 1996 • Based in Indianapolis, Indiana • 60 Employees • 94% Customer Retention Rate • 96% Average Daily Satisfaction Rating
- 5. WebLink Connect™ Association Management Software Solution One web-based centralized database Prospects, members, non- members and all reps in same system Financials, events, email, committees, website, reporting
- 6. Secrets From a Master of Advertising Sales
- 8. SECRET #1 DON’T KEEP YOUR ASSOCIATION’S VALUE A SECRET
- 9. SHOW ME THE MONEY!
- 10. SECRET #2 BUILD THE FOUNDATION TO ENGAGE YOUR MEMBERS
- 12. New Member Retention Strategy - Engage + Inform • Meet and greet! • Welcome new members via email and encourage them to visit website members-only area via email login credentials • Add to new member section of website for 60 days • Add member to weekly email/communication lists • List new member in monthly newsletter ENGAGE • Provide a member packet • Staff contact information • Association information • Member information (# of members, individual member interests, etc.) • Upcoming events • Advertising opportunities INFORM
- 13. Be Visual
- 15. GOOGLE ANALYTICS REPORT Referral Traffic
- 16. Tips to Help Build a Powerful Website Goal: Increase Traffic Use Location Words Create Quality Content and Build a Community Get Reputable Links To and From Local Organizations
- 19. Drive Members to Top of Google (just like your competitors).
- 20. SECRET #3 DESIGN AN ADVERTISING PROGRAM THAT DRIVES RESULTS
- 21. LISTEN TO YOUR MEMBERS! What are they trying to accomplish? Who is their customer? What is important to them as an organization?
- 23. Member Listings Offer the opportunity for your members to stand out from the rest of the pack… for a price Present 3-5 member listing level options: 1. Standard Member Listing 2. Enhanced Member Listing 3. Premiere Web Package
- 27. Banner Ads Benefits for your members: – Builds brand awareness and recognition – Generates additional sales
- 28. Banner Ads When selling banner ads: – Promote long term contracts (do not offer banner ad contracts for less than 6 months) – Limit how many different advertisers place ads on any given page and/or locations so that ads are seen continuously and consistently
- 29. Banner Ad Types LEADERBOARD/FULL BANNER ADVER SQUARE BANNER ADVERTISEMEN
- 30. Sponsorships Advertising in support of a program or event in exchange for exposure Members pay to be sponsors for: 1. Exposure and name recognition 2. Connection to a specific event theme and/or
- 33. Factors to Consider Traffic on website Anticipated # of impressions Placement of advertisement (page, location, size)
- 34. Establish Pricing per Page How to calculate cost per thousand impressions: Home Page Views Over 1 Year: 50,000 Time on Page: 1:30 minutes # of Rotations: 3 rotations with 6 different ads Projected # of Impressions: 150,000 150,000 impressions 1,000 $10 per Impression $1,500 annually ($125 per month)
- 35. Anywhere Association Website Advertising Leaderboard Banner Dimensions: 800 x 74 pixels Home Page - $1,750 www.anywhereassociation.com • Receive leads from Chamber website and search engines • Change your ad up to 4 times per year • Chamber advertisers receive 75% more leads than non-advertisers • Higher Visibility Online 2015 Advertising Rates LeaderboardSquare Square Banner Dimensions: 350 x 250 pixels Featured Pages - $1,250 Interior Pages - $995
- 36. Establish Advertising Packages Bundle ad locations and different member listings to attract different members’ needs Example: – Home Page Advertisement (Leaderboard Ad) + Premier Web Package
- 37. Pricing expires Oct. 31, 2013) High Profile Package Mass Exposure Ads on: • Home Page • Choose (2) Featured Pages (Chamber Events/Bus. Directory/ Community Calendar) • Interior Pages (UP TO 10 LOCATIONS) • Enhanced Web Listing 13 Ad Pages + Enhanced Listing Promo Price: $2,500/yr. Business Builder Package Great Exposure. Targeted Ads on: • Choose (2) Featured Pages (Chamber Events/Bus. Directory/ Community Calendar) • Interior Pages (UP TO 8 LOCATIONS) • Enhanced Web Listing 10 Ad Pages + Enhanced Listing Promo Price: $1,800/yr. Member Package Good Exposure. Targeted. 6 Ad Pages + Enhanced Listing Ads on: • Choose (1) Featured Pages (Chamber Events/Bus. Directory/ Community Calendar) • Interior Pages (Up to 5 Locations) • Enhanced Web Listing Promo Price: $1,200/yr. Introductory Advertising Package Specials 10% Pay-in-Full Discount www.anywhereassociation.com
- 39. Communication is Key Meet with new members and provide them with a new member packet that clearly outlines their advertising opportunities Schedule annual and/or semi-annual sales campaigns to promote advertising options Use the member resources section of your website, social media, your monthly newsletter and other member touchpoints
- 40. Get Noticed On Our Website! • OVER 5,700 VISITORS EVERY MONTH! • CUSTOM AD DESIGN • PERFORMANCE TRACKING REPORTS INCLUDED • RATES STARTING UNDER $100/MONTH FOR MORE INFORMATION ON ADVERTISING ON THE WEBSITE CONTACT: Person Name Here @ (877) 333-5555 EXT. 164 name@domain.com Square Banner Full Banner WEBSITE ADVERTISING PROGRAM
- 42. ROI Measurement Tools Use you AMS to pull reports to show members their website traffic, banner ad impressions and click through rate, directory listing views, etc. Share this information with your members on a consistent basis
- 44. QUESTIONS?
- 46. Thank you! WebLink International, Inc. 1-877-231-4970 www.weblinkinternational.com marketing@weblinkinternational.com
Editor's Notes
- This is for your information
- You know that your organization has true value and strength, and they need to know that. When you promote a vibrant advertising strategy to your members, you are enabling them to get verifiable return of investment, in the form of traffic to their website and referrals for their businesses. What’s more? You are generating non-dues revenue for your organization - everybody benefits!
- 2 different types of members
- With each piece of information provided in the member packet, make sure that your association’s website address is available and clearly seen. Finally, take your new member to the website. Show them where they can find all the information that you have provided in hard copy. Make the navigation of your website easy and usable for them. Show them where their business is listed in the business directory. Show them where the calendar of events is displayed. Show them how to register for an event online.
- Next three slides provide examples of reports they can use to show the traffic to their site: You are building value for the member to be a part of your association. These are all visuals for the member. Then, you mention and let them know that, by the way, you can enhance your listing for even more visibility, place your business ad on these various pages on the website, and if you wish to sponsor an event, this is where your business logo and link to your website would be present.
- The goal is to get traffic to your association’s website, which will create monetary value for members to buy into. Always try to think as a consumer yourself. Keep it simple. What do you do when you are searching for business options to fulfill a need? You are google searching on your desktop, tablets, and smartphone, and you are listing the keywords and the city you are looking for that service. We are clicking on the first handful of website links provided. As consumers, we do not want to work too hard. We want an instant response. Finding the need quick, plus on a website that is perceived as experts in the industry and community, creates piece of mind as well. We are certainly unlikely to click on the next several pages provided of the search result. Therefore, it is vital that your organization’s website comes up on that first page of search results.
- When selling any type of advertising to a member, there are few important goals to keep in mind. Listen to the member. So many times, as sales people, we think we already know what their wanting to accomplish, and make assumptions. Those assumptions are not always correct. Let them tell you what is important to them as a business or individual. Who is their customer? Are they simply wanting to attract potential customers or are they also interested in contributing to their community? Are they interested in government advocacy or education/training? Are they wanting to be seen as a power player in their industry or community? I once sold advertising to a manufacturing company that shipped overseas. They wanted prospective employees, within their community, to know that they are a major employer in the area. They were not advertising to sell their product. The answers to these questions will help you to suggest appropriate marketing programs, and even page locations to advertise on the website to fulfil those goals.
- WebLink Connect allows for a member sponsor to display their business logo, which links directly to their website, on the Event’s description on the Calendar of Events section of the association’s website. When one registers for the event, the logo once again is displayed on the confirmation response, plus mass generated emails referencing the event.
- This is simply a guide. You want to account for your specific region and market, and research what your local advertising resources are charging in your area. Call your local newspaper, Yellow pages sites, and other publications in your market, and get quotes. Do not undercharge the value, but be aware of what your market can sustain and afford.