1. A Digital & Direct Marketing Agency A Brief Introduction @CFehrmann @1100BWay Gplus.to/CFehrmann About.me/ChrisFehrmann Facebook.com/1100Broadway www.slideshare.net/1100broadway

2. 2008 3.

June-July 2008

Idea was to create a digital agency that could help local businesses with Internet marketing

Hoping to close the gap between our ads and the clients results

Focus would include:

• Website Development

• E-mail Marketing

• SEO

• Pay per Click

• Plus, we decided to house direct mail in this area

Concept 4.

October-December 2008

Developed Products & Packages

• Full-Service Websites

• Search Engine Optimization (SEO)

• Pay-Per-Click Advertising (PPC)

• Email Marketing (Opt-In & Network Opt-In)

• Direct Mail

Developed the 1100 Broadway team including

• Manager

• Website Developer

• Sales Person

• Support Person

The Launch 5.

January 1, 2009

Developed 1100 Broadway Brand, Collateral and Rate Sheets and LAUCHED!

Customer Feedback was Overwhelmingly Positive

Salespeople were Excited

1100 Broadway was Overwhelmed with Requests

The Launch 6.

February - July 2009

Quickly Built New Internal Processes

Added a Fulfillment Project Manager

Invested in Project Management Software

Learned About New Competitors & that the Market was Price Competitive Not Quality Comparative

The Launch 7.

February July 2009

Revamped Digital Sales Team

• To Sell Both Online & 1100 Broadway

• Significantly Expanded Our Focus.

Added New Product Lines

• Media Planning & Placement

• Creative Services

• Social Media Services

The Evolution 8.

July 2009 January 2010

Determined that our Best Target are clients needing integrated solutions, not just one product/service

Not displeased with revenue, but wanted to move quicker! ($975k in 2009)

The Evolution 9.

2010

We knew we were on to something

Challenges included:

• Generating Better Leads

• Adjusting to a Longer Sales Pipeline

• Overcoming customers shock that we offer these services & were good at them

• We had to change the culture of selling 1100 Broadway taught a new way of selling

The Evolution 10.

1100 Broadway led to Culture Changes Throughout Advertising Department

The Evolution Sales Vision We are a customer focused sales organization that helps businesses succeed and reach their goals by providing them with strong advertising and marketing solutions. 11.

Culture Changes

We eliminated 95% of special sections, fire sales and one-off initiatives

We added resources to help us with Proposal Development and B2B Marketing

We made sure that training and internal communication tied back to our Vision

Comp programs were changed

The Evolution 12.

2011

We continue to evolve our process & product line

Introduced Agency Account Managers

We have committed to constant evolution

Served over 400 clients in 2010

1100 Broadway represented 2.3% of total ad revenue in 2010 ($2 Million)

• Jumped to 3.5% in 2011

$0.50 core for every $1.00 of 1100 Broadway

Today 13.

Breakdown of Revenue - 2010

• Direct Mail40%

• Media Buying15%

• Web Development15%

• SEM15%

• E-Mail10%

• Social Media, Creative5%

Today 14.

Sales Structure

Today Keys Territory Classifieds (2) Digital Specialists (3) Digital Specialist (2) Digital Specialist Traditional Sales Staff = Multi-Media Reps Consultative Sales Strategy 15.

Fulfillment Structure

Today Digital Specialists Agency Account Managers Developers or Vendor Clients 16.

Fulfillment Structure

1 Project Manager

3 Agency Account Managers

3 Website Developers

1 Server Admin/Programmer

1 SEM Specialist

1 Media Buyer

Vendors

• Email Blasts

• Direct Mail/Printing

• SEM Software

• Text Messaging

• Reputation Mgmt/Local Listing Syndication

Today No Shared Resources! Agency-Quality Creative Staff 17.

Employee Recruitment

Mixture of outside and inside talent

• Launch recruitment was outside talent

• • Website Developers & Programmers

• • Continue to recruit outside technical talent

• Digital Specialists were mostly outside talent

• • Look for digital agency sales experience including websites, SEM, email, etc.

• Digital Fulfillment staff were inside talent

Today 18.

Employee Training

New Hires go through Boot Camp

• Sales Reps needing extra help will go to specific sessions

Ongoing Deep Dive trainings for Digital Specialists

Digital Specialists train and build relationships with their teams

Today 19.

Marketing

Separate 1100 Broadway brand

• Website, collateral, sales sheets, etc.

Print & online ads

Feet on the street

Digital Specialists have 1100 Broadway business cards.

THRIVE Seminar Series

• 18 Seminars; 1,000+ attendees

• $200k+ in revenue

Today 20.

Spending potential $25,000 - $250,000

Not sophisticated marketers

Dont have marketing resources in-house

Digital marketing-aware, but not savvy

Need agency services, but not an ad agency

Goal is to have a bunch of $75k clients

Ideal Customer 21. What We Do 22. A Digital & Direct Marketing Agency Products & Services 23.

Custom Website Development

Content Management Systems

Extensive Capabilities

Website Hosting

Google Analytics

Competitive Pricing

Custom Quoted

Custom Quoted $4k-$20k 24. Fareway Food Stores Tummy Nummies Campaign 3-Month Campaign Website Recipe Sharing Tools Coupon Distribution Video Upload Sweepstakes Interactive Blog 45,000+ Pageviews 200+ Sweepstakes Entries 25.

Landing Pages

2-Page Templates

Custom Graphics

Quick Turnaround

Tracking & Analytics

Splash Pages

Custom-Design

1-Page Website

Quick Turnaround

Tracking & Analytics

A Micro-Site Solution Landing Pages $350 Setup $25/Month Splash Pages $750+ Setup $25/Month 26. Lumpys Boutique & Bubbles Fashion Show Temporary Landing Page Supporting Campaign Provided RSVP Registration Supported Online & Print Advertisements 20+ Online Registrations 200+ Total RSVP Registrations 27. PPG Porter Paints Endless Summer Sale Custom Designed Splash Page Supported Inserts & Print Display Ads Communicated Locations & Provided Directions Custom URL Address Google Analytics Tracking & Reporting 28.

Custom Designed

Mobile-Ready

Auto Detection

Custom URLs

SMS Capable

Location Maps

Google Analytics

Mobile Websites $750+ Setup $25/Month 29. Jets Pizza Auto-Detect Phone Technology Displays Locations Click-To-Call Phone Numbers SMS Coupon Opt-In Subscription Bi-Weekly SMS Blasts Back Out to Database Subscribers 1,100+ SMS Registrants 30.

Google, Yahoo & Bing

Proxy-Site Tracking

Human Optimization

Differentiate From Competitors

Automatic Reports

Reporting Portal

Transparent Billing

Packages Start at $500/Month 30% Management Fee 31. Brentwood Granite Google PPC Campaign Campaigns for Granite, Cabinets and Tile $500 per Month Budget 1.14% Click-Thru Rate 357% ROI and over $40k in Sales in first 3 Months! 32.

Exposure in Local Directories

Exposure in Maps Websites

Listings on Mobile Websites & Platforms

Submission to 1,050 Places!

Before & After Monthly Reporting

Added SEO Benefits

Local Optimization $499/Year 33. Avida Healthwear, Inc.Local Franchise Location Needed Local Exposure in Engines Submitted to 1,050 Engines, Directories and more!Images and Coupons Available SERP Rankings Increasing! 34.

On-Site & Off-Site SEO Techniques

Keyword Blueprinting

Not Automated

Monthly Packages

Monthly Reporting

Human Optimization

Packages Start at $350/Month 35. Bob Parks Auction 12-Month SEO Program Search Engine Traffic Increased 665 Visits per Month Google Traffic Increased 375 Visits per Month Increased Top 20 Rankings by 16 36.

Text Keyword Campaigns

Build an Opt-In Database

Reblast Out to Database

Create Conversions from Print Ads

Simple Campaign Setup

Quick Turnaround

Keyword Campaigns $450 per 1,000 Messages 37. Comcast Keyword Text Campaign Advertised to Hispanic Marketplace Over 250 RSVPs Highest Turnout Ever! TextHIRE MEto 511-511 to RSVP for Career Open House 38.

Targeted Email Blasts

Geo-Targeted

Demographic Targeted

Open & Click Reporting

26.2% Avg. Open Rate

3.56% Avg. Click- Thru Rate

20,000 Minimum CPMs Start at $35 39. Floorz, Inc. Geographic Targeting by Zip Codes Demographically Targeted by Age of Home and Income Level Open Rate: 23.5% Click-Thru Rate: 4.23% Sales: $12,000 in flooring *Full-service agency client through cold-call 40.

Facebook Business Page Creation

Custom Tab Design & Programming

Pay-Per-Click Advertising

A La Carte Services $250 Setup $150-$250 Tabs 30% Management Fee 41. Columbia State Facebook PPC Advertisements Geographic Targeting by City Demographically Targeted by Age Range Impressions: 653,658 Total Clicks: 724 42. Mattresses Unlimited Facebook Business Page Creation Custom-Designed Facebook Tab Locations Plotted on Google Map Location Addresses Listed Branded Consistent with Website 43. Our Best and Most Complete Client Showcase 44. Realty Trust Auctions Full-Service Marketing Agency Creative Brand Execution Creative Advertisement Design Collateral & Business ID Package Creation Direct Mail Programs Website Maintenance Media Planning & Purchases Ongoing PPC Advertising 45. Jets Pizza Account Threatened due to TMC Changes Supplemented Changes with Direct Mail Program Now Provide Direct Mail to 20 Markets Nationwide Print Advertising Splash Page > Text Messaging & Mobile > Opt-in Database Billboards More! 46. Goodall Homes Declining Print Advertisement Revenue New Marketing Director Hired Business ID & Collateral Package Community Signage Billboard Designs Email Blasts 2011 Contract Included Print & Incremental Revenue! 47. OCharleys Roll Model Coupons/Give-A-Ways Awarded for Submission Multi-Media Campaign with Print, Online, Radio & In-Store POP In-Store POP Materials Encourages Viral Word-of-Mouth Advertising 1,000+ submissions Heartfelt Stories (Engaged w/Brand) 6,500 Website Visits 48. Drop In 2 Win Campaign Goal to Drive Property Traffic/Tours 90-Day Sweepstakes Full Strategy & Campaign Creation Multi-Media Approach Print, Signage, Website, Direct Mail, Online & Media Buys 3,574 Property Tours Delivered! 3 Campaigns So Far Planning 4 th 49. Our Process & Your Investment How We Work 50. Our Process The Right People Sales Rep, Digital Specialists, Supervisors, Project Managers, Creative Managers, Strategist and Marketing Pros The Right Information Client Objectives, Client Needs Assessments, Market Data, Audience Target Data, Past Results Experiences, etc. Bringing It Together Connecting the Pieces, Media Strategies, Marketing Messages, Media Consumption Reports, Strong Creative, Results Tracking, Campaign Optimization 51.

Doing it Over Again

Project Management System

Processes (Structured fulfillment, forms, etc.)

Launch products slower

Agency Account Managers

Social Packages

Changes 52.

Whats Next?

Grow Quality vs. Quantity

Continue to Evolve & Refine Products

Reach more Nashville businesses

Mobile and Portable

Reputation Management

Further Define Social Offerings

The Future 53.

Whats Next?

Mobile and Portable

• Google Adwords campaigns packaged with Mobile/Portable Landing Pages

• Mobile Websites

• Responsive Designs & Web Dev w/Mobile add-ons

The Future 54.

Whats Next?

Reputation Management

• Local Business Listing Syndication

• Reputation Monitoring Tools

• Ongoing Consultation & Hand-Holding

• Googles SERP Changes

The Future 55.

Reputation Management

The Future Website Maps UrbanSpoon Yelp.com CitySearch 56. The Future Reputation Management 57.

Whats Next?

Training

• Integrated Strategies

• Certifications (Google Adwords)

• Ongoing Industry Changes

• Blogs, Twitter, Facebook, Google+

The Future 58. A Digital & Direct Marketing Agency A Brief Introduction @CFehrmann @1100BWay Gplus.to/CFehrmann About.me/ChrisFehrmann Facebook.com/1100Broadway www.slideshare.net/1100broadway