‘MAKING A BUSINESS OF DIGITAL SERVICES’ PRESENTATIONS
Keynote: Facebook for All | Presented by Youssif Abdulhamid, SMB Growth, Facebook
In a short period, SMBs have flocked to Facebook in huge numbers. This represents a significant opportunity for digital agencies (GateHouse Media’s Propel Marketing went from zero to 15% of their revenue coming from Facebook ads in just one year – that’s about $7.5 million!).
A successful digital marketing plan must include this platform. In this opening keynote, Youssif will talk about how to manage Facebook ads at scale and the advantages of working with a tech partner (their recommendation) vs. doing it yourself. He’ll also share which solutions drive the best results for local businesses and more information on the Facebook Marketing Partner Program.
This is a must-attend session for anyone charged with selling digital agency services to SMBs in your markets.
Scene-Setter: A Cottage Industry Is Born | Presented by Gordon Borrell, CEO, Borrell Associates
Helping SMBs with digital marketing has exploded into one of the biggest cottage industries in the U.S. Businesses now consider their websites a cornerstone of their marketing and are spending twice as much on digital services as they are on all forms of advertising. LMA Chairman Gordon Borrell sets the scene by showing where the money is flowing and how media-born digital services units are faring regarding organizational structure, products sold and profitability.
Case Study No. 1:
GateHouse Media’s Propel Marketing: Peter Newton, CEO
After just four years, Propel Marketing is on track to hit $50 million in revenue by the end of this year. Perhaps more impressive is their growth strategy for the next five years. In March of this year they purchased ThriveHive, a platform that addresses the needs of very small businesses (10 employees and less). They are now in the process of aggressively staffing a call center in New Hampshire to grow this new line of business. They are also looking at other strategic investments and acquisitions in areas that might surprise you. This fascinating case study scales across all market sizes.
Case Study No. 2:
Cordillera Television’s Informed Interactive: Jay Small, President
Informed Interactive has been selling digital marketing services longer than most and has built a very successful business. They too are making strategic acquisitions as the next phase of their growth plan. Ackmann & Dickenson is a web and mobile application development agency that was acquired in April of this year. They bring a staff of 60, including engineers, and this allows them to work with companies in new and interesting ways. In 2014, they acquired a creative agency and they are expected to make a few other strategic acquisitions yet this year.
Case Study No. 3:
2060 Digital: Radio’s ‘Digital Done Right’: Jim Bryant, President & Matt Chamberlin, National Director of Digital Strategy
As one of the leaders in the 100-year-old radio industry, Hubbard Radio has a long history of foreseeing the future and capitalizing on it. Hubbard incubated its digital services unit, 2060 Digital, in Cincinnati, then determined two years later it was time to roll it out to its other radio markets in Chicago, Washington, Minneapolis, St. Louis, Seattle, and Phoenix. At the helm of this highly successful operation is broadcast veteran, James Bryant, president of 2060 Digital, and Matt Chamberlin, national director of digital broadcasting strategies. Bryan and Chamberlin will lay out their experiences rolling out 2060 Digital, which products are working best, and how the integration with radio is faring.
Case Study – Camilyo
Our platinum sponsor, Camilyo, enables digital service providers to provide their small business customers with a fully integrated, white labeled, local marketing platform that cover the entire attract, convert, retain consumer engagement funnel. Camilyo will open up our afternoon sessions by presenting a fascinating case study that shows how the Camilyo platform enables DSPs to grow their digital business while offering a unique value proposition to their SMBs.
Honing Your Profitability | A roundtable discussion moderated by Nancy Lane, President, LMA (l) with panelists Shannon Allen, VP of Digital Sales, Federated Media; Jeffrey Davis, Digital Marketing Strategist, Thrive IM and Jay King, Director, Digital Revenue Development, Cox Media Group
Why are some agencies generating double-digital profit margins while others are losing money? In this session, executives will share their secret formula for success. We’ll cover product mix, ROI, sales structure, pricing, lessons learned and more.
Biggest Revenue Engines – Site Design, Video & SEO | Presented by Corey Elliott, VP of Research & Analysis, Borrell Associates
These are the three biggest revenue drivers for most digital agencies. This session offers guidance on what percentage of revenue they typically comprise, how they’re priced, and the ROI of each. Other big up-and-coming revenue drivers will be explored as well.
Case Study – Guarantee Digital
Our gold sponsor, Guarantee Digital, works with thousands of local merchants either directly or via their sales and media partner program. They will feature one of their best media partner case-studies during this quick bite session.
Optimal Org Structure for Selling Digital Services | Moderated by Jed Williams, VP, Business Development & Strategy, Vendasta Technologies
While the jury is still out on whether a dedicated sales force is better at selling services or existing print or broadcast reps work better, hybrid structures seem to be winning out. This session will involve the entire audience. Our moderator will facilitate a discussion on how companies are refining their sales process and handling things like lead conflicts, compensation, training, product bundling and more. Come prepared to share the good, the bad and the ugly.
Selling Facebook at Scale: Hibu and Tiger Pistol Land on Winning Model | Presented by Nick Hopkins, AVP Product, Hibu (l); Steve Hibberd, Co-Founder and CEO, Tiger Pistol and Andrea Rowan, General Manager, The McClatchy Company
In the opening keynote, Facebook’s Youssif Adbulhamid will outline the case for using an Adtech partner. In this session, we’ll hear from Nick Hopkins at Hibu, a digital agency that has hundreds of thousands of local business clients, that is using a partner (Tiger Pistol) to rapidly scale the SMB channel. The relationship between Facebook, Hibu and Tiger Pistol is quite high profile and this session should provide great insights for digital agency executives that are weighing their options with their Facebook re-seller strategy. More recently, McClatchy started using Tiger Pistol as well. General Manager Andrea Rowan will explain their reasons why and how the partnership is working so far.
A $40 Million Case Study: The Dallas Morning News | Presented by Mike Orren, President, Speakeasy
In 2012, The Dallas Morning News embarked on a strategy of building out a marketing services ecosystem that could serve its mid-market and super-regional advertisers, leveraging the relationships of the sales team to deliver highly-customized and targeted products and services. Along the way, they built inside, acquired and joint-ventured to provide content marketing, social media, SEO/SEM, marketing automation, email, programmatic advertising, events, and even promotional items and printing. Find out what worked; what didn’t, and what the future holds for this ecosystem of six complementary businesses that now generates $40 million for the company.
Case Study: Launching a Digital Agency in a Small Market | Presented by Jack Zavoral, Director of Broadcast Services, LMA
Think digital agencies only work for large companies in large markets? Think again. In this session, we’ll feature a case study from WPSD-TV in Paducah, Kentucky. Jack will share their launch strategy (over a year ago now), lessons learned and where they are having the most success. Jack assisted WPSD with the launch on the sales side. He’ll talk about the sales process and how they are packaging for success.
The Real Revenue Drivers in Social Media Management | Presented by Shannon Kinney, Founder and Client Success Officer, Dream Local Digital
We’ve all heard of Digg, Pinterest, LinkedIn, Swarm, Instagram, Google +, and Twitter, but “where’s the beef?” Which of these platforms work best for advertisers, and how are companies pricing the nebulous “social media management” category?
Identifying the Game Changers for Digital Services | Moderated by Corey Elliott, VP of Research & Analysis, Borrell Associates
Here’s where it all comes together. What did you hear that intrigued you? What are you most skeptical of? What’s the one big thing you’ll change when you get back to the office? This managed interactive session brings the group together to discuss and debate the best parts of the seminar.