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“Still, the Globe didn’t lose all of its value at once. In 2010, when
entrepreneur Aaron Kushner came calling only to be turned away
by Times Co. management, a sale would likely have fetched $120
million in the view of media appraiser Kevin Kamen. By February
of this year, he’d adjusted his estimate down to $63 million, just $7
million off the actual price Henry paid. (Kamen was similarly on
target in guessing how much Tribune Co. would sell Newsday for;
Cablevision CVC +5.2% paid $650 million for it in 2008.)”
Jeff Bercovici, Forbes Magazine, Aug. 3, 2013
Getting it right matters!
Considering selling your publication? You should have your
title nancially valued correctly and listed for sale. Call or come
visit Kamen & Co. at our New York ofce on Long Island and
select the proven experts at Kamen Group to assist you.
KAMEN & CO. GROUP SERVICES
NY (516) 379-2797 • FL (727) 786-5930 • FAX (516) 379-3812
626 RXR Plaza, Uniondale, NY 11556
Who can you call for
When Forbes Magazine needed a media appraiser to judge the sale
of The Boston Globe to entrepreneur John Henry, who did it call?
Kevin Kamen of Kamen & Co. Group Services
n 2011, nearly 70%
of marketers said
they had generated
leads through social media.
Social media tools are not
the silver bullet for effec-
tive social prospecting. You
only find success with social
prospecting by committing to
certain habits and using the
proper tools consistently.
You don’t walk into see a
prospect without doing your
homework and you may have
a rudimentary notion of what
the client’s business is all
about, but you now have tools at your fingertips that can
provide you with greater information about a prospect.
You just have to know where to look.
What we’ll do first is divide the prospecting checklist
into three phases to help make it more manageable and
easy to understand.
Phase 1: Monitor Prospects
n Google Alerts – Set up Google alerts (http://www.
google.com/alerts) for entire advertising categories,
digital marketing trends or specific companies and
n Social Mention – Use Social Mention (http://
www.socialmention.com) to monitor social media
conversations about your prospects and clients. Just
enter in the business’ name and you will receive relevant
information on social mentions and trending.
n Look Up Business Blogs – Follow industry blogs
discovery/) to learn about the latest marketing trends
affecting a particular advertising category. Search for
business blogs or local blogs in your area using tips from
the above URL, which lists 10 ways to find blogs.
Phase 2: Search for Trends, Prospects
and Marketing Goals
n Before you contact a prospect, visit their website
to discover their current marketing goals. It seems
simple enough, but many sales reps don’t check out
a prospect’s website ahead of time. Look for what is
emphasized when you first land on the page. This will
give you a clue as to what is important to the business.
n Before you meet with a prospect, perform a Web
search on that individual so you can learn about
anything they may have said or written about in terms of
their company’s marketing needs.
n Search for trends for a specific advertising category or
niche by searching for: insert name of category or niche)
+ industry magazine (insert name of category or niche)
n Ultimate List of 50 Local Business Directories
– Search for leads by using these online business
directories (http://tinyurl.com/LMA-50). Target your
search by ZIP code or by category.
n Search for reviews about your prospects by using
the search term: reviews for + [name of profession or
Phase 3: Connect with Prospects and
n LinkedIn – ABC (Always Be Connecting) is the new
mantra. Get in the habit of always asking a prospect
to connect on LinkedIn before you meet the first time.
Search your LinkedIn network to see if you already have
any personal or mutual connections with someone
working at that business.
n Facebook – “Like” the Facebook business pages
of all your existing clients so you can monitor their
interactions with their customers.
n Twitter - “Follow” all your existing clients on Twitter
so that you can monitor their interactions with their
customers. Monitor businesses in your area promoting
special offers using the following search term on Twitter:
#deals + name of your market
n Manta – Search for potential prospects using Manta
(http://manta.com), the social network for small
businesses. Use it to search for more information
about a prospect’s company.
So the questions are no longer
about whether social media can gen-
erate leads, but about how many,
and how best to achieve this. Us-
ing this checklist will help
you apply the right
tools on a
Sales & Marketing
Social Prospecting Checklist
Good tips and ideas for discussion at your next sales meeting
Contact Peter Conti
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