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print media. digital media. endless possibilities
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your future -
greatest challenge is properly educating
the SMB’s through repeated visits and also
by sponsoring SMB seminars on specific
HOT digital topics. Once we educate the
SMB’s about how we can help them with
their digital marketing needs we provide
them with ongoing packages starting as
low as $149 per month. These packages
are designed to be value driven with the
services that are in demand today. We focus
on looking at the SMB’s entire marketing
budget to identify areas of less productive
advertising, like Yellow Pages, to secure
results driven digital marketing dollars.
Can you share how much revenue
is coming from this strategy and
how you see that changing within the
next year? Five years?
We generated over $263K in incre-
mental Digital Agency revenue in
our first quarter, but we missed our total
target due to the unexpected longer sales
cycle of agency services. The first year
quarterly numbers are expected to increase
proportionately as our sales pipelines gen-
erate new sales through aggressive, Agency
This year we expect to increase our digital
revenue by 56% over last year.
Currently, our digital revenue represents
3% of our total ad revenue and over the
next 5 years we expect to increase that to
10% of our overall revenue - a lofty target
that will be greatly derived from Digital
Do you think that most suburban
and community media companies
could succeed in the digital agency
business and what tips can you share to
help their strategic development? Pitfalls
to avoid? Practices that definitely work
and should be emulated?
Digital Agency is a great opportunity
to capture the digital service revenue
in your market via established client
relationships. This requires the ability to
add and restructure some current staff
positions, with a full commitment to long
Our Agency revenue stream is coming
more slowly than forecasted due to the
longer sales cycle. Setting smaller, short
term revenue goals would factor in neces-
sary client education and the many clients
needing new websites (time consuming)
which delays the immediate addition of
SEM and SEO campaigns.
Holding multiple, community seminars
prior to launch will help to educate the
SMB’s about the products and services
you intend to offer in your Digital Agency
portfolio – a faster start to your agency
Training, training, and more training
must occur and continue. Digital Services
is new and often scary to traditional sales
reps. Despite the availability of digital
specialists on 4-legged calls even setting
digital appointments can be stressful for
fear of being asked questions they don’t
have the confidence or full knowledge to
Would I do agency again? Absolutely.
Offering customized, agency services cre-
ates stronger partnerships with our clients
and separates us from our competition.
How rewarding to provide solutions that
match clients with businesses when they
are actively looking to purchase ..a true
We’re still looking for a Retail Ad Manager at The Daily Iberian in New
Iberia, La., in the heart of Cajun Country, close to great food, festivals,
fishing and lots of other things that make life worth living. We’ve got a
recently remodeled plant, a new press and a continuing commitment
to this business. This position is open due to the current holder
transferring within our company. The two previous holders of this
position are now publishers for us. This is not the top spot in our ad
department but is like 1-A. You’ll handle a small account list, but also
be very involved in overseeing our display, classified and web sales
efforts. We are willing to pay what it takes to get a top candidate.
If you’ve got a strong ad sales background and are looking to take
on more responsibility, learn a lot about this business, looking for a
chance to advance, email firstname.lastname@example.org .
Q&a cont’d from pg 2
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