Selling Digital Marketing Services: A partnership between Borrell Associates and Local Media Association

July 31-Aug. 1 | Gleacher Center, Chicago

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Wednesday, July 31, 2019

8:00 a.m.-8:30 a.m.: Light Breakfast with Sponsors and Exhibitors

8:30 a.m.-9:30 a.m.: Welcome and Keynote Presentation GNI Data Lab: Businesses that dominate their space, in any industry, win with data.  The Google News Initiative recently launched a Data Lab with Deloitte to help local media companies assess their data prowess, and create a playbook to better use and monetize consumer data. What’s a successful culture look like?   What skills do you need?   What’s the right tech and data set?  All are key ingredients to a winning formula.

Learn how the Seattle Times, Meredith TV,, Graham Media and Tampa Bay Times are upping their data game in the Data Lab, growing digital marketing revenue and beyond.

9:30 a.m.-10:15 a.m.: Best Practices — Key Vertical Areas: SEO. Web design/development. Apps. Reputation services. Social media management. Each could be a business unit with sales, fulfillment and support. How do you prioritize digital marketing services, decide which to staff or outsource, and ensure clients get appropriate value for their money? And how do you prioritize these services for specific vertical business categories, such as automotive or real estate? This session will provide strategies to get your services portfolio aligned.

Presenter: Jason Holmes, Founder and CEO, ThriveFuel

10:15 a.m.-10:45 a.m.: Best Practices — Programmatic: Are you truly selling programmatic as a service to your clients, with the clutter-clearing, strategic and technical support that entails, or simply treating it as remnant ads? Learn why it might be worth investing in programmatic as an active service for local media clients.

Presenter: To be announced.

10:45 a.m.-11:00 a.m.: Break with R&D Partners

11:00 a.m.-11:30 a.m.: Best Practices — Branded Content: It blurs the line between advertising and marketing service, but branded content at its best can establish clients as subject-matter experts and high-quality brands in their fields. Learn how branded content as a service applies in each stage of the marketing funnel and how the Branded Content Project is designed to help facilitate additional growth, engagement and success for more publishers of all shapes and sizes. Testing is now underway with 7 alpha partners including ABC’s Localish brand, who has opened up additional opportunities to connect with new audiences and new advertisers.

Presenters: Jennifer Mitchell, ABC Owned Television Stations / Localish, Julia Campbell, LMA/LMC Branded Content Project Lead

11:30 a.m.-Noon: Best Practices — Prospecting: A sales pipeline is always dry at the end if you can’t feed new prospects in at the beginning. This session will explore techniques for finding great client prospects and initiating a business relationship with them.

Presenter: To be announced

Noon-1:15 p.m.: Lunch on your own

1:15 p.m.-2:00 p.m.: Best Practices – The Voice of the Customer:  Best practices in digital marketing and services mean little if the point of view of the local business is not taken into account. Whatever you are selling to clients is often just one piece of a very complex puzzle they need to put together. Rest assured, they are spending money on digital services – but they are giving you clues to what they really need, if you listen. What are they saying? Corey Elliott will go over recent findings from Borrell’s Local Advertiser Survey as well as share projections of local digital service expenditures. You’ll want to write this down!

Presenter: Corey Elliott, Executive Vice President, Local Market Intelligence at Borrell Associates

2:00 p.m.-2:30 p.m.: Best Practices — Bundling: If “bundle” or “package” is a bad word in your sales organization, maybe it’s time to rethink. Call it what you will, but combining digital marketing services with online and offline advertising campaigns can make the sum greater than the parts.

Presenter: To be announced

2:30 p.m.-2:45 p.m.: Break with R&D Partners

2:45 p.m.-3:30 p.m.: Best Practices — Client Reporting / Attribution: Are you sharing performance metrics that make the client look good, or those that make you look good? What’s the state of the art in demonstrating attribution from digital marketing services (e.g., showing clients your services brought leads in the door)? This session focuses on metrics clients really need to know and understand to demonstrate the value you provide.

Presenter: To be announced

3:30 p.m.-4:30 p.m.: Advertiser Panel: We will invite business proprietors large and small, in key client categories, to come share their experiences with digital marketing services overall, and local media client sales and service in particular. Get a sense of what it feels like to be on the other side of the table while you pitch and support SEO, reputation services, digital development and the like.

Moderator: To be announced

4:30 p.m.-4:45 p.m.: Wrap-Up: We will quickly summarize the big learnings of the day, and preview Thursday sessions.

5:00 p.m.-6:00 p.m.: Networking Happy Hour at Lizzie McNeill’s Irish Pub sponsored by Dream Local Digital

Thursday, August 1

8:00 a.m.-8:30 a.m.: Light Breakfast with R&D Partners

8:30 a.m.-9:30 a.m.: Keynote: Agency/Provider Perspective on Digital Marketing Services: Shawn Riegsecker (invited), founder and CEO of Chicago-based Centro, knows the local media industry, and its forays into selling and reselling digital marketing services, extremely well. How do marketing services dovetail with the advanced programmatic advertising and data services that are specialties of companies such as Centro? You’ll learn from Shawn’s extensive experience at the forefront of digital services in this keynote presentation.

9:30 a.m.-10:15 a.m.: Best Practices — Pricing: Competing on price alone can feel like a race to the bottom, sapping profitability and service. But premium pricing for top-tier service can make it tough to compete. This session provides usable strategies for revenue managers trying to balance price approaches for optimal revenue and profitability.

Presenter: To be announced

10:15 a.m.-10:30 a.m.: Break with R&D Partners

10:30 a.m.-11:30 a.m.: Best Practices — Staffing, Compensation, Incentives: How do local media find and retain great talent? Structure sales and fulfillment teams for success? Pay for performance and growth while preserving sufficient profitability? And do the answers to these questions apply differently in small markets vs. large? This session will provide an overview of staffing approaches that have proven out over time.

Presenter: Matt Bartels, Principal, Alexander Group.

11:30 a.m.-11:45 a.m.: Wrap-Up: A quick “to-go bag” of key takeaways and action steps learned from the conference.

11:45 a.m.: Conference Ends


The Gleacher Center

Chicago, IL

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