5 secrets from a master of advertising sales slides

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

name@domain.com

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?

Thank you!

WebLink International, Inc.

1-877-231-4970 

www.weblinkinternational.commarketing@weblinkinternational.com