The Indiana Publisher

First impressions are critical in new business development for media companies Pete Van Baalen Fort Wayne Newspapers I've recently spent some time on vacation, getting away from the normal routine and enjoying some warmth and sunshine in Florida. I'm like everyone else in that vacation time is precious and I want to make the most of it. Deciding where to eat on vacation is a big decision. Once the destination has been deter- mined, we start in on doing our research. We search online, look for new or different foods we want to try, and ask friends who have vacationed there previously for recommendations. This has been a formula for success for me with many previous vacations. And you know what, your advertisers are doing the same thing to select where to spend their marketing money. Advertisers are searching online to see who are the local marketing experts. Business owners are looking for new options to try that might help build their customer base. And they are asking friends what has worked for their business. So what are you doing to make sure you are providing business owners and marketing managers meaningful information for their searching process? The likely answer is you are not covering all of those areas currently, which gives you a chance to implement a quick im- provement plan. On your website, make sure you have updated information about all of the advertising segments you offer. Make sure your informa- tion is up to date, and that the contact emails are current. Too many times, this page on your website is set up and then forgotten. If you quote circula- tion or web traffic numbers, make sure those are current. Your website is often times the first impression to a business owner, and that website should set you up as a marketing expert locally. Local research and market expertise should be on display, to show a business owner they need to work with you instead of your competitor or an advertising agency. If you've started offering new services, make sure you mention them. The business owner is looking at your website thinking of you strictly for your core competencies. They will think you are strictly a newspaper, so if you are also offering direct mail, commercial printing, digital display programs across the internet, you must tell them. The more problems you can solve for an advertiser, the more likely you get that initial inquiry call first. But to get that phone ringing or email sent, your site has to provide the information at a high level. For vacation planning, getting recommendations from friends that have been there before is the most important segment for me when making a decision. You can use apps like Yelp to get reviews and recommendations, but I prefer getting feedback from friends that I know and trust. Your local market is no different. At every sales manager position I've held, I've asked for testimonial letters. And at every position I've held, getting those testimonials has proved difficult. The business owners aren't usually the hold up; it is the sales reps. But getting testimonials is very important to help sway people making buying decisions and you need to make it a priority with your sales team. Making a marketing buy can be expensive and funds are typically limited. Providing assurances that investing those dollars with you is a good decision, providing a solid return on investment. Getting that assur- ance from a local business can help sway that buyer and help remove buyer's remorse. Providing a preponderance of evidence with a dozen or so testimonial letters from a variety of business types should be a part of your marketing portfolio. If you have five people in your sales department, you only need three letters from each rep, so this isn't a burden on the sales team. Don't let the thought of writing a testimonial letter become a burden on the adver- tiser either. The number one reason your customers won't do it is the lack of time. So offer to write it for them. You know the highlights you want to feature, and the ways the advertiser used your products to achieve their success. Media companies are experts in marketing, but rarely do a great job of marketing them- selves. These tips can help change that narrative for you in your local market. To read Pete Van Baalen's blog, visit petevanbaalen.com. Van Baalen May 2018 Marketing news & commentary INAEA Revenue Sharing Idea Exchange Call Join newspaper business managers from around the state on the quarterly Indiana Newspaper Advertising Executives Association conference call. The 45-60 minute calls offer an opportunity to share innovative revenue generating ideas and experiences. Upcoming 2018 call dates: Aug. 2, Oct. 3 All calls are scheduled for 10:30 a.m. EDT. Dial 857-232-0158, enter code #599522. Page 3 The contest submission period is closed for the annual INAEA/ HSPA advertising contest. Awards will be presented to newspapers from across the state in more than 30 categories at the annual luncheon on Friday, Sept. 14. The awards luncheon follows a one-day conference at the Indianapolis Marriott North. Winners will be notified via email and information on conference sessions and registra- tion will be mailed out and available at hspa.com later this summer. Questions? Contact Shawn Goldsby at (317) 803-4772, sgoldsby@hspa.com. 2018 INAEA/HSPA advertising contest judging is underway Providing a preponderance of evidence with a dozen or so testimonial letters from a variety of business types should be a part of your marketing portfolio.

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