Brian Steffens, Director of CommunicationsSales guru Mike Blinder: “If we don’t do it (serve small businesses-SMBs), someone else will.”
“SMBs are not tech savvy and they resent geek speak. Half of SMBs hate their website” (if they have one at all).
“The average retailer is approached 22 times a month, and talks to just two — you need to be one of those two.”
“It’s all about them (the advertisers), not you.”
Blinder recommends you field two sales teams: hunters who go out and find new business, and farmers who nurture, grow and take care of the accounts the hunters pass off to them.
Your elevator speech should be benefit, benefit, benefit … no pain.
“There is no such thing as brand loyalty” (for your advertisers or for yourself. In this day and age) “anyone can knock the big dog off the hill.”
“Sell audience, not technology.”
Gordon Borrell: . “Mobile HAS to be about commerce, not news and weather.”
It took 15 years for Internet advertising to reach $13 billion; mobile will take just five years to hit $13 billion in advertising revenue.”
“Sixty percent of all online advertising is delivered via mobile … it soon will be 75 percent.”
Top mobile advertising:
- Text (SMS)
- Browser
- App
- Games
Art Howe, co-founder of Verve Wireless: “Mobile will be the number one screen for news and advertising.”
“Newspapers can and should be the local information news and advertising utility.”
“Mobile is NOT Internet lite.”
“Mobile = engagement. It’s all about engagement.”
Sam Matheny, News Over Wireless/CBC New Media Group. “People will always want faster and easier access to information than they can currently get.” Think Pony Express, messenger pigeons, telegraph, radio, Internet, cellphone.
“Mobile is everywhere (unlike newspapers, TV, radio, Internet), and personal. TV is really invested in mobile” (and will leave newspapers in the dust if they ignore the opportunity).
Matthew Skibinski of Press+ on digital pay models: Our experience with tiered or metered pay models indicates that “customers are opting for annual pricing at ten times the monthly price. They are paying not for individual content but for convenience and ease of access.”
Eric Deggans, TV/media critic for St. Petersburg Times. “Social media makes customers ambassadors or competitors.”
“The audience is using social media to choose their news product(s)” so you better be where they are.
“The Golden Rule of social media (for journalists): Don’t embarrass your employer.”
Brian Steffens is the director of communications at the Reynolds Journalism Institute. Read his other blog posts here, and talk back at steffensb@rjionline.org and @BrianSteffens on Twitter.
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