LMA - Best Digital Agency April 25, 2017
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LMA - Best Digital Agency
April 25, 2017
Winners
•Under $5 million in annual revenue • 1st Place – Advocate Digital Media; Jason Holmes, General Manager
–2nd Place – CBC Media; Chris Weatherly, Sales and Operations
•Over $5 million in annual revenue –1st Place – Propel Marketing; Peter Cannone, CEO
–2nd Place – 2060 Digital; Matt Chamberlin, National Director/Digital Strategy James Bryant, President
•Congratulations!
© iPublish Media Solutions 2017
Brian Gorman Vice President Sales, Co-Founder
© iPublish Media Solutions 2017
iPublish Story
• As moderator related these 4 stories to my own experience
• My experience in starting iPublish was quite similar
• Starting a digital agency is exactly that a startup
• Become fearless in making your decision
• Listen to the customer and follow the money
• Skeptical at first – I related it to ad agencies
• Working with Borrell and LMA came around
© iPublish Media Solutions 2017
Aha! Moment with
Digital Agencies
© iPublish Media Solutions 2017
Follow the Money!
iPublish Story
• We see it as a key growth opportunity for traditional media
• We face the same challenges you do
• How do we adapt to this opportunity but still support traditional media
• Thrilled to be moderating today
• You will hear
– Exciting stories about their journeys
– Products, positioning, building teams and driving revenue
– All factors taken into consideration in choosing the winners
© iPublish Media Solutions 2017
The Winners
•Jason Holmes of Advocate Digital Media
•Peter Cannone of Propel Marketing
•Chris Weatherly of CBC Media
•Matt and James of 2060
© iPublish Media Solutions 2017
Advocate Digital Media Digitally Focused Full Service Marketing Firm
Culture Beats Strategy
So we created ADM Sister company to our publishing properties
Creative, Professional Digitally Focused Marketing Company
Production team including Ad Ops, Developers, Designers
Position account executives as digitally focused marketing experts
Provide best of breed digital solutions, creative solutions
Sign Agency Agreements. Manage client’s entire marketing budget, not just the digital slice
High touch, consultative, strategic client approach
Digitally Focused Marketing Company
Vs. Agency Digital Agency’s were all the rage a few years ago inside media
companies
Leading to vendors promising “Agency In A Box” And this led to problems…
Opinion: “Digital Agency” will sound silly in a few years
Digital campaigns should tie into the company’s overall marketing strategy
Top Digital Revenue Performers
Source: Borrell Associates Revenue Database, Sept. 2014; N = 819
1
Characteristics Of High Performers Separate Team
Separate P&L
Separate Physical Location
The Structure General Manager
Sales & Marketing
Fulfillment, Development
Creative
Media Buying,
Publishing Support
Client Types
One-Off Customers More transactional
Usually buy one or two individual products or services
Ignite – Programmatic, re-targeting, etc.
Engage – Social media marketing and mgmt
BrandSense – Native Advertising products
WebPro – websites
Creative Services – time and materials
Agency Customers Agency of Record - manage entire budget Provide initial and annual budget review
Comparative industry segment analysis Competing media analysis Overlay customer’s goals/plans
Full-service creative team In-House Products (Ignite, Engage, BrandSense) Media Buying Services 15% Discount from “open rate” on services
Q: Why not outsource?
A: In order for people to believe we are marketing experts, we actually have to be local marketing experts.
The Road Ahead Differentiating ADM from “just another digital agency”
Owned Technology: Trend
What Is Trend? Trend is a market research tool developed by ADM to
better understand and reach local markets. We built it to fill in the gaps of existing products that didn’t
provide the local reach we wanted.
What Is Trend?
Trend allows ADM to reach local users through content
without a third party.
Goes beyond traditional survey solutions to tailor itself to
a local audience.
Trend can happily play alongside solutions like
Google Consumer Surveys.
Your Content
TREND IN ACTION
Reporting
Owned Technology:
AgencyTrack
Our Needs… Produce Accurate Quotes
Organize Projects: Organize and track orders and
services throughout the production and fulfillment
process.
Flexibility: Orders & services need to be customizable
to not only fit our products, but ANY product or service.
Markup, CPM, Date Based, Recurring Services
Existing products such as Function Point and
Basecamp are too limiting.
Key Components 1. Accounts - Client accounts to relate orders and rates 2. Orders - orders can be considered as projects relative to a
product or not! 3. Tasks - assigned services related to an order and service
type 4. User Roles
Sales/Project Managers Production Fulfillment
Our General Workflow
Sale/Proposal Place Order
Production Fulfillment Billing
Key Features Track Projects & Services Track Time Client Proofing Build Dynamic Quotes Cost Estimation
Behind the Scenes Web application written in Django and Python with
PostgreSQL Database Uses HTTPS for secure communication between you and
AgencyTrack. Mobile optimized for use on a variety of devices. Each instance is deployed on an isolated virtual server
with the ability to backup, upgrade, and move in matter of minutes.
Propel, ThriveHive,
and a Story About Pizza
Presented by Pete Cannone Chief Executive Officer, Propel Marketing
34
Independent Pizza Shops are Disappearing
Over the last decade, America lost 6,000 independent pizza shops (2,500 in 2015 alone)
6,000
35
And, it’s Not Because Pizza Consumption is Down
Over the last decade, the total number of pizza shops in America has increased by 7%
7% Chains added 11,000 stores during that time
11,000
36
Domino’s: From $300M to $8B in 8 Years
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Technology is the Reason Why
“We are as much a tech company as we are a pizza
company” – Patrick Doyle, CEO, Domino's
Pizza
● Chains, especially Domino’s, are using technology to more effectively acquire and retain customers
● 50% of Domino’s sales come from digital ordering channels
38
SMBs Struggle with Technology Adoption
Aren’t Google and Facebook Helping the Little Guys to Get the Word Out?
● Over 4 million businesses use Facebook to advertise, the
majority being small and medium sized businesses.
○ Why isn’t Facebook helping independent small businesses like pizza shops?
● While large chains are effectively leveraging digital marketing and technology, independent businesses, like pizza shops, often don’t have the time to figure it all out.
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Solving the Small Business Technology Gap
We started with Propel Marketing, our Do-It-For-Me solution for SMB digital marketing.
But, we wanted to reach more small businesses, so we purchased ThriveHive to offer Do-It-Yourself and Do-It-With-Me marketing options for SMBs.
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A Scalable Digital Marketing Solution
ThriveHive is the First Guided Marketing SaaS
Platform that Enables SMB’s to Market Themselves Better
● Founded in 2011 ● Unlike the majority of marketing
automation software companies, ThriveHive focuses exclusively on the very small businesses most in need of technology solutions
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ThriveHive Empowers SMBs
● $49/month
● Website
● Blog
● Social media
● Contact manager
● Guidance layer
42
Powered by a Proprietary Dataset
Behind the scenes, ThriveHive uses data and proprietary
algorithms to deliver actionable and accurate guidance to
business owners. This empowers them to be successful with
their marketing.
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Solutions for Growth
“My relationship with ThriveHive has been life changing.” – James Heise, Heise & Heise, LLP
"ThriveHive is the answer!” – Slender in Savannah
"Perfect marketing solution for a small business.” – Jake SAT Prep
Thank You!
45
Possible Questions 1.How many customers do you have? We have worked with thousands of small businesses.
2. What is the churn rate? Dramatically lower than the natural churn rate for advertising products. 3. How does this differ from other marketing platforms that are offered by companies like HubSpot or ReachLocal? First, it is designed for business owner, not for marketers (HubSpot along with all of
the other leading marketing automation platforms like Pardot, Eloqua, and Marketo are
designed for marketers and business owners really don't have the time or inclination
to use the tools effectively). Second, our tool uses Guided Marketing, which is
completely unique. Our guidance layer empowers business owners to be effective,
even without a degree in marketing.
4. Are you signing up resellers/partners? Yes
5. Do you offer a white-label solution? No
Capitol Broadcasting Company
Chris Weatherly, Director of Digital Sales and
Operations
OUR EVOLUTION
2013
WRAL TV Sellers only WRAL TV + Other broadcast
sales reps 4 SMB reps only
OUR EVOLUTION
2015
WRAL TV Sellers only Everyone
OUR EVOLUTION
2016
EVERYONE
OUR EVOLUTION
2017
WHAT MAKES US DIFFERENT?
73 Million Average Monthly
Page Views 5.3 Million
Average Monthly Unique Visitors
21.2 Million Average Monthly
App Views
49.5% Market Penetration
Source: Adobe Site Catalyst (2016) Scarborough Survey 2016 Release 2 - Numbers are related to our DMA.
Digital
Marketing
Services
1.9 Million Average Monthly Video Views
#1 Local News
Source
Video Production
Web Development
Analytics & Optimization
Social Media Advertising
Search Engine Optimization
Creative Services
Team of Local
Experts
SALES & FULFILLMENT PROCESS
Broadcast
Teams
(5)
DO Team
(4 reps)
Dedicated
PM
Team of Digital Specialist (Graphic Designers, SEO, Web Developer, etc.)
Dedicated
Advertising
Specialist
Sales
Fulfillment
Dedicated
PM
Dedicated
Digital
Strategist
Dedicated
Advertising
Specialist Dedicated
Digital
Strategist
REVENUE GROWTH
2010 2011 2012 2013 2014 2015 2016
Digital Agency/DMS
CBC Audience Network
Local O&O
Introduced in 2012
Introduced in 2013
Opened up all products to all reps
REVENUE GROWTH
YoY Q1 Comparison
Total Digital Agency/DMS On-site
Q1 2017
Q1 16
+41%
+69%
+28%
PRODUCT MIX TODAY
Agency/DMS
37%
On-site
63%
Q1 2017
Agency/DMS
31%
On-site
69%
Q1 16
PPC
28%
Other
17%
Programmatic Display
and Video
55%
Agency/DMS Q1 17
PRODUCT MIX TODAY
PPC
28%
Other
17%
Programmatic
Display and
Video
55%
Agency/DMS Q1 17 What makes up the “other” 17%?
1. Social media advertising and management
2. SEO and content
3. Web development and hosting
Account for roughly 76%
WHATS NEXT?
All in on Video Production – July 2017
SEO consulting – we have a unique story and can help other pubs –
2017/2018
Possibly hiring a Creative Director – more branding campaigns (2018)
Questions?
About 2060 Digital
• Started in 2012, 2060 Digital is a stand alone comprehensive digital marketing
agency with over 75 fully dedicated employees providing Small and Middle Size
Businesses best-in-class digital solutions.
• Primary Markets: Washington DC, Cincinnati, Chicago, St. Louis, Minneapolis, Phoenix,
and Seattle
• “External” only, no O&O
• 2060 Digital enjoys a 3-year 25%+ year-over-year growth rate
• 2060 Digital has grown it’s per market publisher revenue to $3.0M
• Premier Google Partner with over 50+ certifications
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Pipeline Model
61
Set Appointment
Stay in contact with prospects after proposal
Close Sales, BUT NEVER SELL!
Set renewal meeting
Close renewal
Account Executive
Digital expert
Educate Prospect
Gather pertinent info for proposal
Determine products
Work with Campaign Strategist
Present Proposal
Answer all follow-up questions
Help close the sale
Work with Project Managers to launch
Help with monthly reporting
Digital Brand Strategist
Build Proposal/Strategy
Determine Proper Geo and Demos to target
Work with vendors to obtain targeted numbers for pricing
Delivery proposal in required timeframe.
Answer all questions from Digital Brand Strategists
Help Project Management with launch
Support Monthly Reporting
Campaign Strategist
The primary contact for clients
Launch campaigns as scheduled
Work with vendors with I/Os
Work with new clients on creative and collecting assets
Work with creative team on artwork
Monthly reporting with the client
Project Manager
2 Initial
Appointments/
month
• 26 Initial meetings/month
• 24 proposal meetings/month
• $1.6 million Proposals
• 14 closed campaigns
• Average contract $26,500
• 40% of Next Years Revenue
determined in prior year.
• 1,800 Proposals in 2016
• Pacing 2,100 in 2017
• 8 proposals/day
• Average proposal $47,000
• YOY 110% Renewal Dollars
Categories we sell
62
10%
10%
9%
8%
8% 6% 6%
5%
5%
4%
4%
4%
3%
3%
3% 2%
2% 2% 2% 2% 2% Healthcare
Financial/Banks
Auto Dealers
Education
Home Improvement
Professional Services
Home Furnishings & Flooring
HVAC
Fitness & Weight Loss
Real Estate & Retirement
Restaurants
Specialty Retail
Recruitment
Consumer Products
Department Stores/Shopping Centers
Amusement Centers/Muesums
Casino
Non-Profit/Government Agencies
Auto Parts & Service
Lawn & Garden
Insurance
“Product” breakdown
63
32%
23% 13%
12%
10%
5% 4% 2% Display Advertising
SMM/Social Ads
Video Display
Pay-per-click
Search Engine
Optimization
Email Advertising
Website Design
Blog/Content
2017 2016
38%
21%
14%
12%
9%
2% 2% 1% Display Advertising
SMM/Social Ads
Pay-per-click
Search Engine
Optimization
Video Display
Email Advertising
Website Design
Blog/Content
We feel your pain
From within our own markets, what we hear at conferences, and what’s being reported, the following is
a short list of issues you may encounter within your digital marketing program:
• Lower Profitability
• Low percentage of renewals
• Affect on core business
• Finding simplicity in selling digital marketing
• Differentiating products in the market
64
Our Game Changer
65
2060 Digital has developed a proprietary display advertising program that utilizes the most robust, data-
rich programmatic platform allowing us to produce unprecedented results.
The 2060 Display program consists of the following:
• Programmatic, Real-Time Bidding display advertising on 3 million “white-listed” websites.
• The ads appear on PCs, Mobile Phones, and Tablet devices.
• All data elements, behavioral targeting, in-market strategies, and demographic options are available.
What 2060 Display has provided us
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20 to 50% more
Impressions
for our
client’s
2 to 5x’s more clicks
to client’s websites
70% + profit
margins
A seamless, direct replacement to our current display vendor
2060 Digital would like to extend, to a limited number of publishers, the opportunity to offer 2060 Display in your markets.
Offer
Guaranteed
Clicks &
Impressions
Cost Comparison example
67
Chicago - Jewelry Store
Retail Price $2,000
2060 Display Vendors
Clicks to Client website 1,000 250
Impressions 350,000 250,000
CPM to Client $ 5.88 $ 8.00
CPM to Media Co $ 1.76 $ 3.50
Cost per click $ 2.00 $ 8.00
Cost Total $600 $875
Our Profit Margin 70% 56%
2060 Digital would like to extend, to a limited number of publishers, the opportunity to offer 2060 Display in your markets.
Thank you!
Matt Chamberlin
National Director of Digital Brand Strategy
Office: 513.699.5058
68
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