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Marquee Website Sponsorship
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It's finally dawning on us that station-oriented sites have wimpy earning power versus a portal, community-centered site. (A station site talks about US - a portal site talks about THEM.) Most believe that our websites are - an extension of - and brochure about - the station and most carry "spots" (We still think of banners & tiles as visual spots.)
Consider that prominent banner space across the top of your site. Question. Are you maximizing the potential revenue from that space? Perhaps you use it for a single advertiser. What about those pictures of stars? No one has shown me (so far) tangible evidence of the value of format specific artist pictures as the predominant eye-catcher of the page. What if those pictures of Britney Spears, Toby Keith or Coldplay weren't there? Would there be less use of the site? Or lower cume? Lower AQH? How much?
Open your site and see how much goldmine real estate is taken by that banner. When everyone is finished counting the activity of even the most active site - how much tangible audience does it produce - and how much money does it make? I'll bet the answers are "not much." In these times, how could you make more revenue?
For that largest banner, let's CONSIDER a Site Sponsor (or two co-sponsors) of the entire site.
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The goal: Mega-bucks (by your standards).
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It's can't kill a big category. Make it a non-top-5 category.
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Pix of jocks? Yes, pix of them but with a product. (Like Ford and Coca-Cola on American Idol.) Picture of the town? Include pix of their business.
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Like all banner/tile ads, there is hardly any connection with advertiser RESULTS. Sure they get visits, hits and click-through numbers - but it's little to do with proving accountable results. So include an air schedule that interacts with the online presence.
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Combine all elements possible; streaming, texting - so much value that you can get mega-mega dollars and the advertiser can count results.
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It must be two-way interactive. It must do something for the user. That's where results come from.
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Rotations? Why do we lessen the chance of results? Users see every ad only with every refresh.
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Perhaps create the banner split it into thirds. Of course the most prominent position is the station logo, then two advertisers. That way, you're not beholden to one advertiser.
Fun? Thoughts?
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Managing Sales in Tough Economy Online Workshop
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Ten enrollments in the first day - mostly because there's lots of VALUE. It's more than a webinar, but a multi-goody package including a pre-seminar one-on-one phone session with you and me. First we can kick around a couple of your problems and a couple possible solutions. (All strictly confidential.) The second benefit is finding major themes of everyone's most significant problems. That way we can meld them into the presentation. Sure, I have plenty ideas for getting the most from a staff, but because of the one-on-ones, the content will be spot on the money.
Offered on April 6, 7, 15 & 16 from 3:30-5:00pm ET. Registration is $129.
Click Here for Details & Registration
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Speaking of Value Added, Here’s the Complete Package . . .
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The workshop has 90-minutes of solid new and updated material - focused entirely on one subject.
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Pre-workshop Outline and Follow-Along Guide
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PowerPoint & PDF of highlights of the entire presentation.
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A pre-workshop One-on-One Problem Solver Session with Taz.
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Your copy of Twenty Top Tips for Selling in a Tough Economy. The Collection of the most requested articles.
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Your copy of Ten Tips for Your Advertisers to Increase their Ad Effectiveness in Tough Times.
Think of it as an investment in your job and career.
Important. Usually our workshops include everyone, but this one is specifically for managers - a waste of time and distraction for salespeople.
Offered on April 6, 7, 15 & 16 from 3:30-5:00pm ET. Registration is $129.
Click Here for More Details & Registration
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