When you build a customized ad package in multiple channels, it not only serves your advertisers, but drives serious ad sales revenue.
So what’s the best way to present these proposals for closing success?
We consulted Nancy O’Brien, Associate Publisher of Aviation International News, will be leading the session, Proposal Mania! Custom Ad Packages for Max Revenue at the Super Niche event in Louisville, March 5th-7th. Read on to learn more about the art of selling integrated packages.
How do you prove that traditional media is alive, well and needed—and then advance your conversations about all your digital products at the same time?
“We know our traditional media is alive and well because we have a lot of research from our readers on their preferences. In fact in 2017, our readers still reported that they would prefer to receive our content in print if given only one option.That being said, our digital products have great engagement – our e-newsletter has almost a 50% open rate. It makes sense to buy a fully integrated package from us as our readers read content on several platforms.”
What are some good guidelines to keep in mind when structuring pricing?
“Pricing is based on what the market will bear. In my industry there is an appetite for big spends although that money is being allocated differently than it used to be. Our media costs more than our competitors, generally speaking, but we can justify the rate with data on our audience engagement in both print and digital. When we establish pricing it should be in line with the CPM of the industry in general and the value the advertiser receives.”
Can you share a couple of examples of real-world proposals that resulted in successful multi-channel advertiser campaigns?
“Last year I presented a proposal to a client with over 50 line items and pretty much everything that we offer from banner ads to event sponsorship to lead generation programs to print ads. They ended up purchasing almost every item on the proposal – a mid six-figure buy with only eight print pages. It was the largest multi-channel campaign I had ever sold.”
More about Nancy: Nancy works for Aviation International News as Associate Publisher and Ad Sales Guru. She also co-teaches Camp Niche Ad Sales Training. She’s a B-to-B publishing vet and previously worked at Petroleum Engineer, Oil & Gas Journal, and Electric Light & Power and been involved with aviation publications for the past 20 years.
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
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