How to Land Big Corporate Ad Campaigns and keep them coming back How to Land Big Corporate Ad Campaigns and keep them coming back Will Chen, Wise Bread
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How to Land Big
Corporate Ad Campaigns
and keep them coming back
How to Land Big
Corporate Ad Campaigns
and keep them coming back
Will Chen, Wise Bread
“Shut up and give me money!”
“Show me the money!”
“How to sell out like a pro!”
*may not reflect actual buffet
Wisebread.com/fincon12
Future Wise Bread CEO
Holy Grail of monetization
Learn how to...
1. Get noticed by big brands.
2. Make the perfect pitch.
3. Keep them coming back.
Influence > Pageviews
Show your influence over…
� Journalists and editors.
� TV and radio producers.
� Other bloggers.
� Industry experts.
� Respected reviewers.
� Social media power users.
Record anytime they…
�Write about you.
�Promote you on social media.
�Meet you in real life.
Survey your readers
About Wise Bread readers
� 71% female.
� 36% household income over $75k.
� 77% college graduates or higher.
� 98% rely on us to make purchasing decisions.
� 89% likely to share products with their friends.
� 61% are looking to open new financial accounts.
About Wise Bread readers
� 71% female.
� 36% household income over $75k.
� 77% college graduates or higher.
� 98% rely on us to make purchasing decisions.
� 89% likely to share products with their friends.
� 61% are looking to open new financial accounts.
About Wise Bread readers
� 71% female.
� 36% household income over $75k.
� 77% college graduates or higher.
� 98% rely on us to make purchasing decisions.
� 89% likely to share products with their friends.
� 61% are looking to open new financial accounts.
About Wise Bread readers
� 71% female
� 36% household income over $75k.
� 77% college graduates or higher.
� 98% rely on us to make purchasing decisions.
� 89% likely to share products with their friends.
� 61% are looking to open new financial accounts.
Act like a professional
�Create a legal structure.
�Conservative SEO.
�Be transparent.
�Get great photos.
Wearing grown up clothes … priceless
Act like a professional
Eggciting but harmful
Awesome product reviews
�Evergreen “best in class.”
�Be objective.
�Develop a series.
�Maximize value of old reviews.
Advertise here!
� “Advertise here” tab.
� “About Me” page.
�Tell fellow bloggers.
�Reverse pitch everyone.
Reverse pitch everyone
1. Get noticed by big brands.
2. Make the perfect pitch.
3. Keep them coming back.
Learn how to...
Research the landscape
You need to know
�Right product for you?
�The brand & ad agency.
�How the campaign is executed.
Your first phone call
�Campaign objective & success metrics.
�Targeted demographic.
�Campaign examples.
Setting up the agreement
� Clear deliverables.
� Point of contact.
� Contingencies.
� Pricing & payment terms.
Pricing is easier than you think
1. Get noticed by big brands.
2. Make the perfect pitch.
3. Keep them coming back.
Learn how to...
Create added value
Respect chain of command
Offer value, not discounts
Be flexible
Clone your process
Word of mouth is king
Remember to have fun
Director Of
Marketing
Director Of
Marketing
Wisebread.com/fincon12
Ask the Experts
Sunday 9:15 – 10:00 am, Torrey’s Peak
Ask the Experts
Sunday 9:15 – 10:00 am, Torrey’s Peak
Will Chen, Wise Bread
Carrie Rocha Will Chen
Did I mention there’s a buffet?
Photo Credits1.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 fighting stick 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 attached 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 Marketing for SaveUp.
17.Slide 47: Carrie Rocha, Pocket Your Dollars.
All other images from royalty-free stock images purchased by Wise Bread.
Photo Credits1.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 fighting stick 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 attached 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 Marketing 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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