The Blinder Group
helping media companies maximize revenue through effective sales of their multimedia assets


Click to read about
Mike Blinder's book


mikeblinder.com


Blinder FAQs
Answers to all your questions about what we do.

Blinder Assists Small Market Daily Generate Close to $50k in New Online Video Revenue

The Challenge:

Can a traditional newspaper sales team find success selling online video in a small market? That was the challenge faced by the staff of the Peninsula Daily News in Port Angeles, Washington. With research showing not only continued growth in online ad sales, but also growth in spending for online video, executives of the Peninsula Daily News wanted to use online video as a way to generate new dollars from the small-medium sized businesses (SMB's) in their market.

"Not only is viewing of online video ads continuing to rise, but viewership of online video tends to get better results than traditional broadcast video and flat banner ads," says Mike Blinder, President of the Blinder Group, a multimedia sales training and consulting firm. "According to a recent Kelsey Group study, 43% of readers will take some kind of action after viewing an online video ad."

The Blinder Group was hired to assist the Peninsula Daily News in their goal to develop an online video sales program that could be offered to SMB's as well as find a way to train and motivate their existing sales force to take this new program to market.


Click to view larger version


The Solution:
The Blinder Group helped develop a program that included in-story video placement within the newspaper's website. Working with video vendor JiVox, a limited number of advertisers had the opportunity to repurpose a current commercial spot into an online video or create a flash slide show. The video was placed in an ad position within the newspaper's high-traffic story pages and was guaranteed 16,000 monthly impressions.

When readers would come to the page, they would see the advertiser's video on 'silent auto play' and had the option of clicking to hear the sound. In addition, the videos included interactive overlays that allowed readers to instantly click to receive a coupon, send a message to the advertiser or submit their mobile number and receive a text message with additional information from the advertiser.

The Peninsula Daily News also offered advertisers an innovative tracking system where they could instantly see results of clicks, view-thrus and other reader/ad interactions as well as gave each advertiser the opportunity to have the video file placed on YouTube, thus making it appear better in search engines.

Sales Support Materials:
The Blinder Group also assisted in the production of the associated sales support collaterals necessary for this program's deployment which included a visual explanation of how the in-story video ad placement would look, how advertisers could use an existing commercial or create their own, and the interactive overlay and tracking tools.

A simple, easy-to-follow multiple page flyer was developed so the advertisers (and the sales team) could easily grasp the features and benefits of this sales program. Too often, media companies do not graphically explain the online portions of sales programs in an easy-to-follow manner. This creates confusion during the sales process. The Blinder Group has vast experience in creating such sales presentations.

Sales Team Training:
The Blinder Group conducted an initial training session with the entire sales team of the Peninsula Daily News to instruct on:

• Prospecting new multimedia business
• The basics of multimedia marketing and how the medium works
• Best practices in selling online solutions
• The benefits of bringing interactive products to market
• Methods for using the Web to garner more market share
• How to attack the competition with online offerings

The training also included content informing the sales staff of the Blinder Group's return visit. During these return visits, "4-legged" sales training/closing calls were performed with the reps to assist in the launching of this initiative. During the meeting, the salespeople were urged to set up a large amount of appointments with qualified "decision-makers" of area businesses.

During that training, the sales staff was supplied with proven support documents that reinforced the training, as well as an appointment-setting script to assist them in setting up the calls.

Guaranteed Revenue Generation:
One of the key elements in ensuring sales success of new initiatives like these, is getting the advertiser's full attendance at the meeting, as well as their acceptance of validity of the concept in general. Some of these advertisers are new to marketing their business online and feel wary of trying new ideas. One of the most effective means of accomplishing attendance and acceptance is to introduce the advertiser to an industry respected "outside" consultant who has had success with similar programs, with similar businesses, in similar markets all across North America. That is why many media companies contract with the Blinder Group to perform "4-legged" sales training/closing calls with traditional ad reps, assisting in the launch of programs like the one defined in this document.

Also, during these assisted, sales training/closing calls provided by the Blinder Group, the accompanying salesperson learns new, valuable techniques on how to sell innovative programs like this one, in a more effective manner. The Blinder Group has a proven track record of generating high "closing" ratios, resulting in significant revenue for client media companies that have deployed this form of advertising sales initiative.

The Results:
During these assisted, "4-legged," sales training/closing calls with the reps of the Peninsula Daily News, The Blinder Group achieved an average 68% "closing ratio" during the initial visit when the call was performed in front of a "qualified decision-maker." The total program generated over $46,000 of new online revenue in the first week of sales.

"My reps really care about their accounts a lot and don’t want to present anything to them they don't think is going to work," says Suzanne Delaney, Ad Director for the Peninsula Daily News. "Training the reps and making sure they really understand the product they are selling and why it's a good fit for their advertisers is key. I think, a lot of times, that's more motivating to reps than anything else."


For the Port Angeles (WA) Peninsula Daily News, contact:
Suzanne Delaney
(360) 417-3540, suzanne.delaney@peninsuladailynews.com

For The Blinder Group, contact:
Mike Blinder, President/ Founder
727-847-2464, mike@blindergroup.com


The Blinder Group
Tampa Offices: 6139 Fjord Way
New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
profit@blindergroup.com

SPEAKING PROGRAMS, seminars and workshops

CONSULTING/TRAINING: Strategic Planning ~ Basic Sales Training
Multimedia Sales Training ~ Assisted 4-Legged Closing Calls

inquire now ~ case studies ~ clients ~ who we are ~ home

RECENT CASE STUDIES

  • $400k in New Dollars Garnered from Small Market SoLoMo Sales Deployment

  • “Demystifying Daily Deals” Workshops Net a Big Win for GateHouse Ohio Media

  • Millions in New Digital (and Print) Ad Revenue Generated for GateHouse Media with Bundled Sales Training Initiative

  • The Tupelo (MS) Journal and The Norwalk (CT) Hour Share Insights On Advertiser Workshops During Blinder Group Webinar

  • Small Papers Gain Big Dollars with Web/Print Combo Program

  • Journal Register Company Gains Close to 1-Million Dollars of New Digital Revenue With Blinder Group Assistance Using Share of Voice Sales Model

  • Yahoo! BT Advertiser Workshops Help Gatehouse’s (Springfield, IL) State Journal-Register Generate Over $80k of New Revenue

  • Alternative Weekly Generates More Than $125k with Blinder Group ‘Share of Voice’ Online Banner Sales Program

  • Blinder Group Assists Omaha World-Herald In Generating $100k In New Revenue Through Online Directory Solution

  • Blinder Assists Small Market Daily Generate Close to $50k in New Online Video Revenue

  • Over $350,000 in New Online/ PRINT Coupon Revenue for Venice (FL) Sun Newspapers

  • Palmer Newspaper Group Generates $250k in New Online and PRINT Revenue through Innovative Business Directory Program

  • Pittsburgh (PA) Trib Total Media Generates Over $125,000 in New Online Revenue From Local SMB's using Blinder Group "Share of Voice" Sales Model

  • Augusta (GA) Chronicle Advertiser Workshops Net Over $250k in New Online Revenue

  • Blinder Generates Over 1.3 Million in New, Online Revenue for Freedom Communications

  • Mike Blinder Hosts Advertiser Workshops Generating over $500,000 of new Online Revenue!

  • Blinder Group Launches Ellington's Marketplace Solution garnering over $250,000 in local online sales!

  • Local Search Blends with Online Banners for Big Win in Jefferson City

  • Two Gannett Markets Launch CPM Banner Sales Programs Resulting in Six-Digit Growth in Local Online Sales

  • Three Separate Minnesota Community Newspaper Companies Achieve Over $500,000 in New Online Revenue with a New CPM Pricing Model.

  • McClatchy and Cox Newspapers Launch Similar Online Sales Program, Targeting Local Yellow Page Advertisers, Generating Hundreds of Thousands in New Web Revenue.

  • Using NAA "Plan Book Methods," Janesville (WI) Gazette Deploys New Special Event "Blitz," Garnering Over $100,000 in New Online and Print Revenue, in One Week!

  • Blended Search Engine Optimization Program Delivers Over $120,000 of New Online Revenue for The Savannah Morning News

  • Online Video Advertisement Offers Proven Results in Tens of Thousands of New Online Revenue for Journal Register and the West Chester (PA) Daily Local News

  • Local Search and Banner Sales Result in Six-Digit Growth in Local Online Sales

  • Freedom Newspapers Generate Over $500,000 of New Online Revenue with Blinder Group Assistance

  • Gannett Deploys Blinder Group to Assist the Newspaper Ad Reps in Marketing Traditional Online Banner Ads to Local Advertisers

  • Morris Maxing Money with New Online Ad Position!

  • Three Newspaper Markets Achieve Big Wins with Online Video Offerings Thanks to Blinder Group Sales Programs

  • New York Times' Sarasota Herald-Tribune Deploys Planet Discover's Local Search with Blinder Group Sales Help

  • Blinder Group Helps Blend Classified Sponsorships with Local Online Search for Significant New Revenue

  • Blinder Group Helps Take Local Online Yellow Pages to Market for Gatehouse Newspapers in Freeport, Illinois

  • The Blinder Group assists the Phoenix (AZ) East Valley Tribune to become a key provider of Search Engine Optimization for "local advertisers"


    to more case studies