Dean Mandel - MODC the Right Business Story-1.pdf“Tradigital” approach • Radio, TV, Print,...
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Transcript of Dean Mandel - MODC the Right Business Story-1.pdf“Tradigital” approach • Radio, TV, Print,...
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Dean Mandel
Large National Brands-Local Markets • VP-GSM Digital Sales, CoxReps • VP Digital Platforms, Katz Media Group • Media Sales: Television/Radio/Digital
Internet Advertising Bureau
• Digital Video Committee • Digital Audio Committee • Digital Media Sales Certification
“We know a thing or two because we’ve seen a thing or two.”
“My goal is to bring the same advertising services enjoyed by large national brands to YOUR local business.”
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PFA System: Pluck From Air
Media vendors reach out to you with their particular service • Something in their pitch strikes a chord • Minimize loss vs. maximize ROI • Do a short test run • Repeat with two or three other vendors • Continue or not based on “feeling” • No consistent message or brand across vendors
“Where’s the beef?”
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BMT System:
Determine the right BUDGET
Create a MESSAGE
TRACK your ROI
“It’s time to make the donuts.”
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Budget = LVC x NCH x %
Lifetime Value of your Customer
• How much revenue does each customer generate annually? • How many years does the average customer stay with you? • How many additional customers will they generate? (optional)
How many more New Customers can you Handle?
What Percentage of that revenue are you willing to spend to acquire
those customers?
BUDGET: “What’s in your wallet?”
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Example
Your average customer bills $200 per month and
stays with you for 10 years
That’s $2400 per year x 10 years
The LVC is $24,000
You can handle an
additional 100
customers per year
So that would be
$2.4 million in
revenue
You decide that you are
willing to allocate 5% for
advertising
Your budget is:
$120,000
$10K per month
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MESSAGE: “Reach out and touch someone.”
Right Message
Right Person Right Place Right Time
On Any Device
Web Analytics
• Web traffic
• Clicks
• Social media engagement
Call Tracking
Store traffic
Revenue
TRACKING: “Be all you can be.”
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Advertising Agency: “Think different”
You are great at your business; our passion is advertising.
Brand identity Manage media vendors
• Media research, planning • Local/national placement • Response analysis • Budget recommendation
“Tradigital” approach
• Radio, TV, Print, Outdoor • Mobile, Video, Audio • Website, Social media, SEO, SEM
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Heros
Founded by Donald Miller – NY Times Best Seller, Editor, Consultant
Online class, in-person workshops, podcast
At StoryBrand “We clarify your message so people engage”
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Story Brand
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Story Brand
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Story Brand Framework
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Story Brand Framework
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Story Brand Framework
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Story Brand Framework
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Story Brand Framework
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Story Brand Framework
! Three kinds of problems: • External • Internal • Philosophical
Story Brand Framework
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Story Brand Framework
! The Process Plan & The Agreement Plan
Story Brand Framework
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Story Brand Framework
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StoryBrand Framework
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Story Brand Framework
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Story Brand Framework
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Story Brand Framework
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Your brand is not the hero, your customer is.
A guide must empathize and have authority in order to be trusted.
Companies sell solutions to external problems, but customers buy solutions to internal problems.
A plan serves as a bridge from interested customer to converted buyer.
No customer will engage your company unless you call them to action.
Unless you’re helping your customer avoid something negative, they won’t make a
purchase.
Unless you show a customer a successful ending to their story, they won’t make a purchase.
Dean Mandel
866-MyVMark (866-698-6275)
Facebook.com/ViamarkNY
www.Viamark.com/NY
@DeanMandel
*All rights reserved. All marketing recommendations,
ideas, conceptual development, materials and
commercials presented in this proposal are the
intellectual property of ViaMark Advertising. Any
duplications or reproductions of said materials are
prohibited without prior consent of ViaMark Advertising and its affiliates.
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