Miles 33 Blog

How to sell Ads, Audience Extension and Marketing Services

As media companies continue to adopt and grow their digital strategies, new challenges emerge regarding the way they offer their advertising services. Take for example, the ability to offer multi-channel packages and making ad campaign proposals that offer to extend reach with added impressions along with, the more traditional, print advertising.

How to sell Ads, Audience Extension and Marketing Services

In an effort to accomplish this, many publishers have built a digital infrastructure next to their legacy advertising system, usually used for print advertising only. As print advertising is often still a major revenue source, many publishers are reluctant to mess with that, preferring to leave that alone, while they attempt to grow their new digital capabilities. Some publishers understand that to effectively track customer’s behavior across all their advertising offerings, they needed some sort of CRM that can deal with customers across the entire sales spectrum . . . and that typically means getting a 3rd party solution (from SalesForce.com for example). While that solves the problem, a separate CRM is not ideal as it also introduces a new piece of technology that not only increases costs (these systems are not cheap), it introduces integration challenges to things like billing services. It also introduces synchronization logistics by increasing the number of contact databases within the organization. Even when the publisher gets all of that somewhat right, there remains the challenge of advertising production and workflow automation, you know what we mean – the management of (and enforcing) the various policies and procedures an organization has in place. The more subsystems and technology in the stack, the harder this is.

The RJ Media group in Meriden, CT has taken a different approach, thanks to their new Gemstone system from Miles 33.

Designed for multi-channel sales

The Gemstone platform encompasses everything needed to sell multi-media campaigns. In fact, it can sell anything that can be defined and priced, which is exactly what RJ Media have done. The group has been extremely innovative in the way they implemented the system, selling digital media services as well as social media ads, web advertising and print ads.

For example,  Digital Media Services they offer are:

  • Content Marketing
  • Creative Services
  • Reputation Management
  • Search Engine Marketing
  • Search Engine Optimization
  • Social Media Advertising
  • Social Media Management
  • Sponsored Native Content
  • Videography
  • Website Creation and Management

Each of these services has a different way of pricing. For example Reputation Management may be expressed in a daily rate, but Videography may be priced by “length of footage”.

Gemstone also allows RJ Media to sell beyond the company’s own network. Their Audience Extension services include offerings like:

  • Banner Advertising
  • Email marketing
  • Mobile Geo-fencing
  • Native Advertising
  • Out of Home advertising (OOH) to reach audiences while they are out of the home (think billboards, street, roads, highways, transit, etc.)
  • Over The Top Media Services (OTT). Which is the distribution of streaming media as a standalone product directly to viewers over the  Internet.
  • Video Advertising

Again, each of these offerings may have their own pricing structure. For example, Banners may be expressed by Impressions and Time Period (E.g. between 5pm and 11:59pm), Social Media advertising may be expressed by impressions, social network and target audience, while OOH advertising may be expressed in number of billboards, physical size, geographical location, duration, etc.

Of course, each of these offerings can also include actual production of creatives (for offerings that require them). Banners may be offered in HTML5 sizes like 160x600, 300x250, 320x50 and 728x90 for example, while a traditional display ad may be a 2 column x 6 inch PDF or jpg.

Multi-channel proposals

Not only does RJ Media offer all of this using a single Gemstone system, they also use the system to create multi-media proposals. These proposals can include every service they offer. As an example, a proposal may include a Display ad in their newspaper, a Social Media ad campaign, an email marketing campaign, a Billboard ad, the creation of Native Ad content with a Native Ad campaign and all the associated production work.

If the client accepts this proposal, a simple click is all that is needed to convert each part of the proposed multi-media package into an order, all kept neatly in a single set of records under the customer’s name. Each entry can then be tracked, managed, updated and produced, after which the customer gets a single invoice listing the entire set of services. Talk about a one-stop media offering!

Now here is the best part, Gemstone includes a CRM and Workflow module that uniformly govern all of these services. These modules are naturally integrated, they are PART OF the system and therefore do not have any of the integration challenges mentioned earlier.

This deep integration across ALL sales channels, lets organizations develop a deep understanding of your clientele by tracking every kind of business they do with you regardless of ad channel or service. It also lets you eliminate complex (and costly) integrations with 3rd parties and avoids the need of synchronizing multiple contact databases.

Likewise, the Workflow module, which can guide users through every part of the process and keeps track of all the requirements and components needed to fulfill the entire order, from notifying a videographer to updating the ad production status to scheduling a customer callback. Because everything is managed within the one system, it is so much easier to be aware of material dependencies and deadlines that overall customer service is sure to improve.

The Gemstone system is the most advanced advertising sales platform available today, a true next generation platform that is already setting a new bar for managing the sales of multi-channel advertising and services.

All this is real and available today, just ask the current Gemstone system users in the UK, the US and the Netherlands.

About RJ Media Group

The RJ Media Group, based in Connecticut is a 150-year-old, fifth generation family owned business. What was once a newspaper for the town of Meriden, Connecticut has since transformed into the leading multimedia company it is today.

The group publishes a multitude of newspapers and a website including the Record-Journal daily newspaper and 6 weekly community newspapers. The group also includes a company called Homebase Digital which serves the online needs of the community (Website/Social Media management, etc).  Homebase Digital is using Gemstone for order booking and CRM.

The group also produces world-class multimedia marketing products.

You can visit the Record Journal at  http://www.myrecordjournal.com/  

You can visit Homebase Digital at  http://homebasedigital.com/ 

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If you would like to see this for yourself, contact Miles 33 and get a demo.