5 secrets from a master of advertising sales slides
TRANSCRIPT
Secrets From a Master of
Advertising Sales
ABOUT WEBLINK
• Leading SaaS AMS Company
• Over 720 Association Customers;
5,500 Users; Supporting 650K
Members
• Established in 1996
• Based in Indianapolis, Indiana
• 60 Employees
• 94% Customer Retention Rate
• 96% Average Daily Satisfaction
Rating
WebLink Customers
WebLink Customers
WebLink Connect™
Association Management Software Solution
One web-based centralized database
Prospects, members, non-members and all reps in same system
Financials, events, email, committees, website, reporting
Secrets From a Master of
Advertising Sales
Melanie FourshaSENIOR BUSINESS
DEVELOPMENT REPRESENTATIVE
SECRET #1DON’T KEEP YOUR
ASSOCIATION’S VALUE A SECRET
SHOW ME THE MONEY!
SECRET #2BUILD THE
FOUNDATION TO ENGAGE YOUR
MEMBERS
Know Your Members
New Member Retention Strategy - Engage + Inform
ENGAGE
• Meet and greet! • Welcome new members via email and encourage them to visit website members-only area via email login credentials• Add to new member section of website for 60 days• Add member to weekly email/communication lists• List new member in monthly newsletter
INFORM
• Provide a member packet • Staff contact information• Association information• Member information (# of members, individual member interests, etc.)• Upcoming events• Advertising opportunities
Be Visual
www.weblinkinternational.com/resources
GOOGLE ANALYTICS REPORT
Referral Traffic
Tips to Help Build a Powerful Website
Goal: Increase Traffic
Use Location WordsCreate Quality
Content and Build a Community
Get Reputable Links To and From Local
Organizations
Drive Members to Top of Google (just like your competitors).
SECRET #3DESIGN AN
ADVERTISING PROGRAM THAT DRIVES
RESULTS
LISTEN TO YOUR MEMBERS!
What are they trying to accomplish?
Who is their customer?
What is important to them as an
organization?
WEB ADVERTISING
OPTIONS
Member Listings
Offer the opportunity for your members to stand out from the rest of the pack… for a price
Present 3-5 member listing level options:1. Standard Member Listing 2. Enhanced Member Listing3. Premiere Web Package
Banner Ads
Benefits for your members:– Builds brand
awareness and recognition
– Generates additional sales
Banner Ads
When selling banner ads:– Promote long term contracts (do not
offer banner ad contracts for less than 6 months)
– Limit how many different advertisers place ads on any given page and/or locations so that ads are seen continuously and consistently
Banner Ad Types
LEADERBOARD/FULL BANNER ADVERTISMENT
SQUARE BANNER ADVERTISEMENT
Sponsorships
Advertising in support of a program or event in exchange for exposure
Members pay to be sponsors for:1. Exposure and name
recognition2. Connection to a specific
event theme and/or cause
Event Sponsorships
PRICING YOUR ADVERTISING
OPPORTUNITIES
Factors to Consider
Traffic on website Anticipated # of impressions Placement of advertisement (page,
location, size)
Establish Pricing per PageHow to calculate cost per thousand impressions: Home Page Views Over 1 Year: 50,000 Time on Page: 1:30 minutes # of Rotations: 3 rotations with 6 different ads Projected # of Impressions: 150,000
150,000 impressions
1,000
$10 per Impression
$1,500 annually ($125 per month)
Anywhere AssociationWebsite Advertising
Leaderboard Banner
Dimensions: 800 x 74 pixels
Home Page - $1,750
www.anywhereassociation.com• Receive leads from Chamber website and search engines• Change your ad up to 4 times per year• Chamber advertisers receive 75% more leads than non-advertisers• Higher Visibility Online
2015 Advertising Rates
LeaderboardSquare
Square Banner
Dimensions: 350 x 250 pixels
Featured Pages - $1,250
Interior Pages - $995
Establish Advertising Packages
Bundle ad locations and different member listings to attract different members’ needs
Example:– Home Page Advertisement (Leaderboard
Ad) + Premier Web Package
Pricing expires Oct. 31, 2013)
High Profile PackageMass Exposure
Ads on: • Home Page• Choose (2) Featured Pages(Chamber Events/Bus. Directory/ Community Calendar)• Interior Pages (UP TO 10 LOCATIONS)• Enhanced Web Listing
13 Ad Pages + Enhanced Listing
Promo Price: $2,500/yr.
Business Builder PackageGreat Exposure. Targeted
Ads on:
• Choose (2) Featured Pages(Chamber Events/Bus. Directory/ Community Calendar)• Interior Pages (UP TO 8 LOCATIONS)• Enhanced Web Listing
10 Ad Pages + Enhanced Listing
Promo Price: $1,800/yr.
Member PackageGood Exposure. Targeted.
6 Ad Pages + Enhanced ListingAds on:• Choose (1) Featured Pages(Chamber Events/Bus. Directory/ Community Calendar)• Interior Pages (Up to 5 Locations)• Enhanced Web Listing
Promo Price: $1,200/yr.
Introductory AdvertisingPackage Specials
10% Pay-in-Full Discount
www.anywhereassociation.com
COMMUNICATE ADVERTISING
OPPORTUNITIES TO YOUR MEMBERS
Communication is Key
Meet with new members and provide them with a new member packet that clearly outlines their advertising opportunities
Schedule annual and/or semi-annual sales campaigns to promote advertising options
Use the member resources section of your website, social media, your monthly newsletter and other member touchpoints
Get NoticedOn Our Website!
• OVER 5,700 VISITORS EVERY MONTH!• CUSTOM AD DESIGN• PERFORMANCE
TRACKING REPORTS INCLUDED• RATES STARTING
UNDER $100/MONTH
FOR MORE INFORMATION ON ADVERTISING ON THE WEBSITECONTACT: Person Name Here @ (877) 333-5555 EXT. 164
Square Banner
Full Banner
WEBSITE ADVERTISING PROGRAM
MEASURE AND SHARE MEMBER
ROI
ROI Measurement Tools
Use you AMS to pull reports to show members their website traffic, banner ad impressions and click through rate, directory listing views, etc.
Share this information with your members on a consistent basis
WEBLINK CONNECT™
Referral Report
QUESTIONS?
