- 1 year ago
YOK Bowtie Frequence.mp4
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00:00:00Good morning, everybody. We are in for a big treat today. We have two people joining our
00:00:12you ought to know. One is Pat Eastburn, our very own web presence guru, who's here to kind of
00:00:18outline some of the things that we're working on and how to best sell that. And I'm also pleased
00:00:23to introduce Oliver Jacob from Frequence, who joined us in Detroit, rolled out to a lot of
00:00:28the market managers, how our digital ad operations are going to be streamlined for the go forward.
00:00:34Many of you have met Oliver and his team as we rolled out a handful of markets. So just wanted
00:00:39the entire group to see what is to come. And spoiler alert for the AEs, selling digital is going to be
00:00:46a lot easier in the future. So I'm really excited about that. But before we turn it over to Larry
00:00:52and Pat, just wanted to thank Larry for putting together the great montage of all the top
00:00:58automotive digital sellers by market. And just point out that automotive is still our largest
00:01:04category. I know we've seen some pullback because of the chip shortage, but it's our largest digital
00:01:10and overall category. So I just want to celebrate and thank all the AEs on the call that have pitched
00:01:15it and had success with it. So with that, I will turn it over to our host, Larry Julius.
00:01:21Well, thank you, Tina. We have a powerful hour of You Ought to Know today, as Tina just said.
00:01:28First, we'll talk about an impressive way to educate your prospects, clients, and maybe even
00:01:34yourself about what digital marketing actually is. Then a little later, you'll see a brand new system
00:01:40that makes presenting, selling, and reporting digital sales about, I'd say, a billion times easier
00:01:47than it is now. This new process, by the way, received a thunderous ovation at the manager's
00:01:53meeting in Detroit just last week. And you'll see why in just a few minutes. So as always, if you
00:02:00have any questions, thoughts, concerns, or naughty remarks, please enter them into the Q&A box on your
00:02:07screen. So let's get started. So one of the characteristic prospects and clients value most
00:02:13in a salesperson is the ability to educate. Numerous research studies indicate that sellers who
00:02:19teach are far more likely to close sales than those who only just sell. Think about it this way.
00:02:28A local dentist you're calling on maybe for a web presence package is probably an expert at using
00:02:35endodontic microscopes to remove damage or diseased pulp tissue from inside a rear molar.
00:02:43Sure. Icky. But this takes about 10 to 11 years of training. But on the other hand, what type of
00:02:49training or expertise does this dentist have in digital marketing? Probably none. This doesn't
00:02:57seem to be on the curriculum of any dental school in America. I checked. It just isn't. But even if
00:03:03the dentist thinks they know a little something about digital marketing, then what they know is
00:03:08probably misinformed, outdated, or just plain wrong. This is true of most prospects and clients that we
00:03:15work with. And to butcher a quote from Mark Twain, it ain't what they don't know that gets them into
00:03:21trouble. It's what they know for sure that just ain't so. And everyone on this call today suffers from
00:03:27the same condition, I'm sure. A lot of the things we think we know for sure just ain't so. So to
00:03:33demonstrate this in just a minute, I'm going to post on the screen four statements you might think are
00:03:40so, but one really, only one really is. And your job is to read all four statements and then click on
00:03:46the one that you think is actually true. Your choice will be anonymous, but we'll be able to see how many
00:03:53of you know just what is so and what ain't so. So just note before I show these, because you know me
00:04:00too well, none of these statements are designed to trick you, or they're not based on wordplay either.
00:04:07They are all facts you may think are true, but in fact only one is. So let's take a look and choose
00:04:14the one that you think is absolutely true. And any of the panelists, you can't play, unfortunately.
00:04:30We'll give you about 10 more seconds.
00:04:33All right, get in your last, your last thoughts on which is true. We're going to end the poll in 10 seconds.
00:04:58All right, and we're going to share the result. So 51 percent of you think that the absolute
00:05:12one is true is the Earth revolves around the Sun. Well, that ain't so. And in fact, the Earth
00:05:18sometimes revolves around the Sun, but it actually revolves around the center of the solar system
00:05:23called the the Barycenter. And so we're told the Sun revolves around the Sun, and sometimes it does,
00:05:31but more, but sometimes the Earth is just revolving around a an empty spot in space. If you don't believe
00:05:38any of this, be sure to Google it, because these will all be relevant in Google. Next, people thought
00:05:45that toilets in Australia flush different direction than the toilets in America, which they don't. Again,
00:05:52Google it, find out why that's just not true. Mount Everest is not the tallest mountain on Earth.
00:06:00It's actually Mount Ikea in Hawaii, which actually most of it is underwater, but it's actually a mile
00:06:07higher than Mount Everest. And finally, the one that is true, hot water freezes faster than cold water.
00:06:15So just a demonstration, not only don't you know, the things we think we know for sure
00:06:20aren't necessarily so. And the same is true for our our clients and and prospects, of course. So that's
00:06:28why it's so important that we we work to to educate them at every opportunity we can. So to be the best
00:06:37seller you can be, you need to be able to educate your clients and prospects. And there's nobody at Beasley
00:06:45better than doing this than our VP of Digital Sales, Pat Eastburn. He's developed and tested a
00:06:50process for educating clients and prospects about what digital marketing is and how it can benefit a
00:06:56client's business. Pat's about to show us word for word how this process would work on a real sales call.
00:07:04But don't worry about taking notes or watching the replay of the video of Pat's presentation, because at the end of his
00:07:09presentation, I will put Pat's entire script in the chat box. So Professor Eastburn, your class awaits.
00:07:17Good morning. Can you hear me? All right. Sadly, we can. All right. Well, first, we're going to do a little role play.
00:07:23Larry is going to be the the sales rep and I will be the prospect, because I think that the thing we need to acknowledge is the biggest obstacle between us selling web presence products isn't product. It isn't product. It isn't product.
00:07:31It isn't price. It isn't who we are. It's complacency. It's that most small business owners have a bad online presence and they don't realize it. So that's why education is so important, because there's two ways for us to sell this. One is to convince them that they don't.
00:07:53But I think the better path is to have them self realize that they don't have a good web presence. So, Larry, are you ready for our role play?
00:08:00I am.
00:08:01Okay. So I'm the customer. I'm going to tell Larry all the reasons that I don't need to buy a web presence package. Larry, I've had this website for 15 years.
00:08:12Well, that's not relevant to Google.
00:08:15But I paid $20,000 for it.
00:08:18No, that's not relevant to Google either.
00:08:20Well, my daughter made it for me.
00:08:22That's as interesting as that is. It's not relevant to Google.
00:08:26But I really like the way it looks.
00:08:29It does look fine, but that's not relevant to Google.
00:08:32Right. So that's what complacency looks like.
00:08:35And that's why we have to take steps to educate our prospects that there are only two types of websites.
00:08:41There are only two types of websites.
00:08:43Those that are relevant on Google and those that are not.
00:08:46If it's relevant on Google, I don't care how old it is, who built it, how much you paid for it, what it looks like.
00:08:52If it's relevant on Google, it's a good website.
00:08:54If it's not relevant on Google, all those other factors don't matter.
00:08:57It's not a good website.
00:08:59So I'm going to take a couple of minutes here to explain what digital marketing really is.
00:09:06And again, if we're going to overcome that complacency, we can either hope for serendipity, hope that they kind of discover it on their own, or we can explain it to them.
00:09:16So this approach is field tested, mother approved.
00:09:19So we've tried it over and over and over again for years.
00:09:22So this is like bow tie 8.0.
00:09:25Right.
00:09:26But the idea is to take a complacent prospect and get them to realize what good looks like.
00:09:32That's why they don't want to meet with us because they think they're fine.
00:09:35So rather than telling them your web presence is no good.
00:09:39We have to teach them what excellent looks like, teach them what good looks like, then compare it to what they have and have them come to that self-realization of what a good web presence looks like.
00:09:50So, Larry, without further ado, Larry, people talk about digital marketing all the time, but has anybody ever taken a moment to explain to you what it really is?
00:09:58Not really, no.
00:10:00Do you mind if I do that?
00:10:01Please.
00:10:02Okay.
00:10:03So the Internet's been around for a long time, but it really didn't become relevant to business owners until like the mid to late 90s.
00:10:12And we call that the era of the website.
00:10:14Right.
00:10:15So there was this land rush for websites.
00:10:17Business owners were being bombarded by people saying you got to have a website, you got to have a website.
00:10:21Nobody really knew what a good website was or how much one costs, but there was this land rush for websites.
00:10:26Now, we know now that that needs to be mobile, but we'll get to that a little bit later.
00:10:30Quick question, Larry, have you ever been to Las Vegas?
00:10:33Yes.
00:10:34Yes, I have.
00:10:35Okay.
00:10:36What do you think the two most important things in Las Vegas are?
00:10:40Loose slot machines and the breakfast buffet.
00:10:43Right.
00:10:44People say gambling, shows, fancy hotels, the pool scene, seafood buffets.
00:10:49Well, the two most important things in Las Vegas are the airport and the highway, because where is Las Vegas located?
00:10:57The middle of the desert.
00:10:59The middle of nowhere, middle of the desert.
00:11:01Now, we know that at any given moment, there's somewhere between 900 million and 1 billion websites that are live, and yours is just one of them.
00:11:08It's a grain of sand in the internet desert.
00:11:10So business owners realized it wasn't enough to have a website that was mobile.
00:11:15You had to drive traffic to it, and there's a lot of different ways to do it, but we're going to talk primarily about two, and that's S-E-M and S-E-O.
00:11:24S-E-M, search engine marketing, S-E-O, search on optimization.
00:11:28Now, you've done a search on Google before, right, Larry?
00:11:31Yes.
00:11:32Okay.
00:11:33When consumers are looking for a business, they do what's called a cat geo search.
00:11:37That's just nerd talk for category geography.
00:11:39If you're looking for a dentist, you wouldn't go into Google and type in dentist.
00:11:43You would type in dentist Norristown, dentist Gallick-Hinwood, right?
00:11:47So they type in that cat geo search, and they hit enter, and then they get what we call a SERP, or a search engine results page.
00:11:55And frequently, that has three different sections.
00:11:57We'll talk about each one of those three.
00:11:59We have the S-E-M section.
00:12:01We have the map sometimes, and then we have the organic section, right?
00:12:05So you've seen a page like this before, right, Larry?
00:12:08Yes.
00:12:09Okay.
00:12:10So S-E-M, it's Google AdWords.
00:12:13Everybody has heard of it.
00:12:14You set a budget, $200 a month, $20,000 a month, and you bid on AdWord combinations.
00:12:20And when a consumer types one of those in, your ad may appear here.
00:12:25And I say may because it won't always appear here.
00:12:28It's based on your budget and your bid and the level of competition, right?
00:12:31But the cool thing about Google AdWords is it truly is pay-per-click.
00:12:36So even if your ad appears here, you don't pay unless a consumer actually visits your site, right?
00:12:41So most people are familiar with Google AdWords.
00:12:44Google AdWords is the airport.
00:12:46Why?
00:12:47Because it's the fastest way to deliver traffic to your site, right?
00:12:50So first page position.
00:12:52Second page position is the map, right?
00:12:55So the map, they made an algorithm change, I think, in 2019.
00:13:00They took, it used to be seven businesses.
00:13:03Now they've reduced it down to three that can appear on the map.
00:13:06And if you'll notice, sometimes Google's actually A-B testing, putting an SEM ad position in there, but you won't always see it.
00:13:12But even though it's second page position, for our clients, it's really of third importance.
00:13:19Why?
00:13:20Because map inclusion is important when the location of your business is the deciding factor for a consumer.
00:13:26So, for example, if we wanted to order pizza for lunch and we wanted to have it delivered, where that pizza place is located is a big deal because it's a deciding factor for the consumer.
00:13:36Same thing with a dry cleaner.
00:13:37I don't care how good of a dry cleaner you are.
00:13:39I'm going to pick one that's near my home or near my place of business.
00:13:42Same thing for hotels.
00:13:43So map inclusion, again, a little bit harder to get than it used to be.
00:13:48But for most of our clients who are home services, legal, medical, automotive, it's not a deciding factor for the consumer.
00:13:54I'm not going to pick a roofer just because it's the closest roofer, right?
00:13:58So let's get down to the organic section, and this one's tricky.
00:14:01It's tricky because you can't buy placement in the organic section.
00:14:06You cannot go to Google and say, how much would it cost for me to be on page one for organic, right?
00:14:12The thing that has made Google successful is that they really don't care about small businesses and they really don't care about companies like Beasley.
00:14:19They have this fanatical obsession with the consumer experience.
00:14:22They want only the best websites to appear here, right?
00:14:26So how do you get relevance there?
00:14:28You have to convince Google that your website is one of the best quality websites relative to the search, right?
00:14:35Now, how do you convince Google?
00:14:38Google is constantly doing what we call indexing.
00:14:41Some people call it crawling, which is 24-7.
00:14:44It's going through the internet.
00:14:45It's looking at the code of the websites.
00:14:47It's assessing the quality of your website.
00:14:49And the higher the quality, the better organic ranking you have.
00:14:53So what are factors that go into that?
00:14:55It's Google's algorithm, which they keep a secret because they don't want businesses to be able to gain the system.
00:15:00They don't want them to be able to cheat, right?
00:15:02So a couple of things we know about the algorithm is, one, it changes all the time.
00:15:06And two, sometimes they tell us and sometimes they don't.
00:15:09But there are some things that Google would admit.
00:15:11They will admit that content is king.
00:15:13You know, how much good quality, relevant content do you have?
00:15:17But there are dozens of other factors.
00:15:20Site load speed, because consumers like fast loading websites.
00:15:23Do you have social media tie-ins because Google equates social media with popularity?
00:15:27Do you have good quality backlinks, which are links to your site for what Google considers to be reputable sites?
00:15:32Do you have name graphics?
00:15:33I can go on and on, right?
00:15:34Do you have video?
00:15:35But it's changing all the time.
00:15:37So even though this is third page position, you can't ignore this because this varies a little bit based on category and geography.
00:15:46But on average, about 62% of clicks go here.
00:15:50So the preponderance of clicks goes here, right?
00:15:53Now, this is the highway.
00:15:56Why?
00:15:57Because this takes time.
00:15:58So what's fairly common for small business owners is they'll start at the bottom of page two.
00:16:02We'll start to optimize the site.
00:16:04They're working their way up page two.
00:16:06They get to top page two.
00:16:07Then we get them on page one.
00:16:09And we got to fight to get there.
00:16:10And we have to fight to stay because the algorithm's changing, right?
00:16:14So any questions about any of this so far, Larry?
00:16:17Not yet, but please put any questions you have in the Q&A box and we'll make sure we ask those.
00:16:22All right.
00:16:23So this was the first iteration of online marketing.
00:16:26Got to have a website.
00:16:27And this was the second iteration of online marketing, which is got to have a website.
00:16:31And we're going to try and drive traffic to it primarily through SEM and SEO, right?
00:16:35So that's what it looked like for years.
00:16:37But then the industry had to react to something.
00:16:40And that something we had to react to is that dirty little word of bounce or bounce rate.
00:16:46So, Larry, you've probably done this yourself.
00:16:48You do a search.
00:16:49You go on a website.
00:16:50You're looking around.
00:16:51You're clicking a little bit.
00:16:52But then you bail, right?
00:16:54So you're a business owner and we want traffic to your website.
00:16:58But at the end of the day, what we really want is for them to spend money with you, right?
00:17:02So we know that on average about 92% of first time website visitors on a consumer search for business bounce.
00:17:11They leave without taking any action, right?
00:17:13So the industry realized we've got to do something to drive relevant consumers back to the website.
00:17:21Now, there's a lot of different ways to do that.
00:17:23You can do it through social media marketing.
00:17:25You can do it through audience extension or display.
00:17:28You can do it through audio, video, even email.
00:17:32So there's a lot of tactics that we can use to drive traffic back to the website.
00:17:36So let's use social media, for example, right?
00:17:38I'll just use Facebook as an example, right?
00:17:41Facebook knows where you live, whether you rent or own, married, single, divorced, kids, no kids, dog person, cat person, Republican, Democrat.
00:17:51But most importantly, they know what you're interested in and what you're shopping for, right?
00:17:57So the biggest challenge with social media marketing is this.
00:18:00Business owners confuse being on social media with marketing on social media, and it's not, right?
00:18:06Just because you have a Facebook page or Twitter doesn't mean you're social media marketing.
00:18:11It means you have a Facebook page, right?
00:18:13And the last time you posted was last October, and it was a picture of your dog, right?
00:18:17You're not social media marketing, right?
00:18:19So you have to do social media marketing with an eye towards engagement.
00:18:23Consumers don't want to see your social media.
00:18:26They want to interact with it.
00:18:28And we define engagement as likes, comments, and shares.
00:18:34Even as recently as a few years ago, it used to be a lot easier for business owners to market themselves on social media.
00:18:43But after the last election, Zuckerberg himself said, the people have spoken.
00:18:47We want fewer direct solicitations.
00:18:49We want more friends and family, right?
00:18:51So even people that like your page aren't necessarily going to see your message.
00:18:54So now this has become more science than art, and we have to do it through things like boosted posts and Facebook ads and things like that.
00:19:02Just posting doesn't carry the weight that it used to, right?
00:19:06But because of that, it's a great way.
00:19:08I can arguably put social media marketing over here, but you can target audience based on the exact type of client that you're looking for.
00:19:16So social media is a great way to drive traffic back to your website.
00:19:19Now, let's talk about audience extension or display.
00:19:24Has this ever happened to you before, Larry?
00:19:26You want to go on vacation, you go on VRBO, you're looking at a site, you know, a couple of places, and then you bail.
00:19:32And then the next day you notice that all of a sudden VRBO is following you around, and then Airbnb is following you around, and then maybe airlines are following you around, right?
00:19:40Has that ever happened to you, Larry?
00:19:41All the time.
00:19:42All right.
00:19:43So just like your parents told you, everything that you do online is tracked, right?
00:19:46And we all have our own unique online behavior, right?
00:19:51And the ads that we receive on our phone and on any device, whether it's a tablet or a laptop, they're curated for us based on who we are.
00:20:03So, for example, I'm 57 years old.
00:20:06I live in Pittsburgh.
00:20:07I work in digital marketing.
00:20:08My father is 81 years old.
00:20:10He lives in Philadelphia.
00:20:11He's retired.
00:20:12He likes to golf, right?
00:20:13If my father and I are reading the exact same article online, we're likely getting different ads, right?
00:20:19Why?
00:20:20Because the internet knows where I live and how old I am and what I do and what I'm interested in.
00:20:25And it knows what my father is, right?
00:20:27What his unique online behavior is, right?
00:20:30So slightly creepy, but very effective, right?
00:20:33Because it's the same as we said with Facebook.
00:20:35The internet knows where you live, how much you make, rent or own, married, single to divorce, kids, no kids, all those things, right?
00:20:42So it's a great way to send a very targeted audience back to you, right?
00:20:45Now, there's an infinite number of ways to segment an audience using display.
00:20:50But since you're kind of a non-savvy prospect, Larry, I'll give you a couple of basic ones.
00:20:56First, they're all geo-based because we know that a consumer is only going to want to do business within a certain radius of where you're working, right?
00:21:03But a couple of simple examples are site, search, and the creepiest of all, contextual, right?
00:21:12So site retargeting is easy.
00:21:14Somebody visits your site.
00:21:15They bail.
00:21:16I'm going to follow them around.
00:21:18And we used to call this the digital tap on the shoulder, right?
00:21:23So we're going to go up to Paul here and be like, hey, Paul, I know you were looking at my site.
00:21:27Come on back.
00:21:28I think it's best we can do it with an offer.
00:21:3010% if you come back, right?
00:21:31But site retargeting, you visit the site, you leave, I'm going to follow you around, right?
00:21:34Search retargeting.
00:21:35So maybe someone hasn't been to my site, but based on their search behavior, I know they might be a good target for us, right?
00:21:43And contextual, like I said, the creepiest of them all, I've never been to your site.
00:21:48I've never done a search yet.
00:21:50So let's use this for example.
00:21:52I've never been to your roofer site.
00:21:54I didn't do a search for roofers in Valley Kinwood, but I read an article that said five questions to ask before you hire a roofer.
00:22:00Or I did a search that said, how much does a roof cost?
00:22:03Or what are the best roofing materials?
00:22:04What have I just told the internet, Larry?
00:22:06And I'm in the market for a roof.
00:22:08Right, right.
00:22:09So again, this is just a small sample, but a great way to send a very targeted audience back to your website with the hopes
00:22:17that they'll spend money.
00:22:18We could do that same approach with audio and video.
00:22:22And email is also a great way to not only drive relevant traffic to your site, but to maintain a relationship with people that you've already done business with, right?
00:22:29So a lot going on here, Larry.
00:22:31Any questions?
00:22:32Not yet.
00:22:33All right.
00:22:34Here's the punchline, right?
00:22:36Having a website is not digital marketing.
00:22:39How are you going to drive traffic to it?
00:22:41It's a grain of sand in the desert, right?
00:22:43Doing SEM is not digital marketing.
00:22:46What about the 62%, right?
00:22:50Doing display isn't digital marketing.
00:22:53What if you have a bad website and they just bounce, right?
00:22:56So this is digital marketing.
00:22:59All of this, have a website that's mobile, drive traffic to the website, and then drive relevant traffic back to the website.
00:23:06Now, I know what you're thinking, Larry.
00:23:08Do all of our clients do all of this?
00:23:10No.
00:23:11What we do for them is very custom.
00:23:13It's based on what they want to help with.
00:23:15But there are three things that people love about doing business with us, right?
00:23:19One, we understand that digital marketing is local marketing.
00:23:24You have to understand the local market.
00:23:26You need to know the politics, the news, the traffic patterns, where consumers willing to go and not go, right?
00:23:31You have to understand the weather.
00:23:33You have to understand everything.
00:23:34So all of our products are built and maintained with an eye towards local relevance on Google, right?
00:23:41The second thing they have about us is the level of service that we provide.
00:23:44Punchline.
00:23:45Everybody has a dashboard, right?
00:23:47Everybody in the industry has a dashboard.
00:23:49And what we found is that most business owners either one, never look at the dashboard, or two, they look at it and they don't understand it, right?
00:23:56So all of our clients get a monthly call with complete transparency.
00:24:00We're explaining to you with transparency, this is what's working.
00:24:04This is what's not working.
00:24:05Here are a couple of ideas that we have.
00:24:07By the way, what's going on with you, right?
00:24:10Because we know that digital marketing has to change throughout the course of the year.
00:24:14You can't set a digital marketing strategy in January and let it rip because the business is changing.
00:24:19And it's during those meetings that we capture those changes and adjustments.
00:24:23And the last thing they love about us is that we are the OBTK, right?
00:24:27Which stands for one butt to kick.
00:24:29What we've found is that most of our clients before coming to Beasley were in what we call the multiple provider business, which means I have one company that does my website.
00:24:37I'm trying to do my own SEM.
00:24:39Somebody's trying to sell me display and my social is managed by a girl I met at church, right?
00:24:44And it's kind of all over the place and they kind of lose control of it, right?
00:24:49With Beasley, you don't have to go anywhere else, right?
00:24:53Even if you don't want to do all this stuff, if you ever want to, all you have to do is talk with us, right?
00:24:59And when you hire us, you're not just hiring Beasley, you're hiring Dandiana and Jess Lawless and Paul Dydeck.
00:25:07So there's a team working on your behalf to make sure all of this comes together.
00:25:11And by the way, when you want to reach out to us, we don't have the dreaded 800 number, right?
00:25:17Where you call, and by the way, the options have changed because everyone's options have changed.
00:25:22And then you press two and then you press four and then you get on the phone with someone that you've never spoken with before.
00:25:27And you have to explain your story.
00:25:29When you're dealing with us, you're calling Beasley Digital people directly.
00:25:33And our clients have said, that's really important.
00:25:36So I've given you a lot, Larry, any questions?
00:25:39Where do I sign?
00:25:41Press hard, three copies, bottom one's yours.
00:25:45No, but we've talked a little bit about Google, but does anybody ever take in a minute to take five minutes and peel back the onion on Google how it really works?
00:25:53No, not really.
00:25:55All right. So that's the segue into our next story.
00:25:57And the last thing I want to say about this approach is this isn't a sales call.
00:26:01This is just a portion of a sales call.
00:26:04But this portion of the sales call is focused on education.
00:26:09This feels different because everybody's calling on them from digital for digital.
00:26:14And no one's ever taken the time to say, hey, let me tell you how this works.
00:26:17A product is not digital.
00:26:19It works like this.
00:26:20Have a website, drive traffic to it, drive it back.
00:26:22That's the most efficient and effective way to do it.
00:26:25That's all I have.
00:26:26Larry, any questions?
00:26:27Yeah, we do have a couple of questions and they're sort of related.
00:26:31So when we sell the web presence packages, right?
00:26:38I mean, digital marketing applies more to just the web presence package we offer.
00:26:44There's tons of services that we offer.
00:26:47But in terms of web presence, is both SEM and SEO included in there for a complete digital, you know, sort of the starter digital package?
00:27:01What's involved with that?
00:27:02They should be, right?
00:27:04So we have our web presence packages, which all combine a website, a WordPress website with ongoing SEO.
00:27:13And by the way, SEO is not an occurrence.
00:27:16It's a process that never stops.
00:27:19But I think that selling, if we're going after the right people, right?
00:27:22So if we're going after home services, midsize law firms, big local retail, things like that, that these two go hand in hand.
00:27:31Right?
00:27:32So typically, I would say if someone's doing a local search, where's the best place to appear?
00:27:38Is it an SEM, map, or organic?
00:27:40Right?
00:27:41And the answer is all three because we don't know where they're going to click.
00:27:44Right?
00:27:45So the other reason I think it's important, Larry, to couple them together is because this, where the preponderance of the clicks goes, we've acknowledged this takes time.
00:27:53Right?
00:27:54So while this is taking time, let's make the phone ring.
00:27:57There's an old saying in this industry, if you get me on page one or make my phone ring, I'll never quit.
00:28:02Right.
00:28:03So in terms of packaging, we have done some prepackaging with SEM included, but really it's just taking SEM spend and adding in the management fee.
00:28:12So you should be able to do that on the fly.
00:28:14Yeah.
00:28:15And, you know, we've seen a number of the packages that have closed aren't just the basic web presence.
00:28:21They include, you know, some of them have been up to 60 or $70,000 worth of additional SEM and, you know, radio or other ways to drive people to the website.
00:28:35And I want to just one more comment on that because I think it's a really important point, Larry, is if you take this approach the first time you talk about digital, right, you can freeze out competition.
00:28:46Right?
00:28:47Business owners don't want to deal with a lot of people.
00:28:49They want to deal with a few people.
00:28:50Right?
00:28:51So it's essential for them to understand that even if we don't do everything initially, that eventually I'm going to come back to you and say, hey, when are we going to deal with this side of the bow tie?
00:29:00Right?
00:29:01When are we going to deal with bounce rate?
00:29:02Right.
00:29:03So even if we don't sell it all that first time, we've now set up, you don't need to talk to anybody else.
00:29:08Right?
00:29:09And at some point, if we really want good, well-rounded digital marketing, it's got to look something like this.
00:29:14And the next question, actually, it's a little bit of a process question.
00:29:18It comes from our good friend, Corey, out in Las Vegas.
00:29:21He wants to know, again, specifically to rep presence packages, is you had mentioned that we follow up with the monthly reports and explain what's going on.
00:29:34So in terms of web presence since, so if one of the markets sells it, who from our follows up on the monthly basis?
00:29:45Is the market responsible for following up or is the web presence specialist?
00:29:48That's a better question for Kimberly Sonnenborn.
00:29:51I know in Digital Direct, we're working through Jess Lawless' team.
00:29:54So I would defer that question to Kimberly.
00:29:57Yeah.
00:29:58And I'm pretty sure the answer is the web presence team follow up with that.
00:30:02It's not the responsibility of the market.
00:30:04But I know that the market will receive the same information, especially when it's more of an integrated package.
00:30:13So a question I have.
00:30:16So, Pat, we talked about how important this type of education is when selling digital marketing.
00:30:22I mean, it separates us from everybody else who's just going in with a sales pitch and saying why they're the best.
00:30:28How often would you say this should be part of the first meeting with the prospect or a client when we're discussing digital marketing options?
00:30:41It really depends on the level of savvy that the business owner has.
00:30:45If we go into a business owner and they really understand digital marketing, they really understand the importance of SEO, they understand what bounce rate is, they understand how display works, right?
00:30:56I think that's rare that we run into someone with that level of expertise, right?
00:31:03Even if they have that level of expertise, I'm going to touch on it anyway.
00:31:07And instead of doing a really long version, I'm probably going to do a more abbreviated version just to say, okay, well, let's just so we're all on the same page.
00:31:13I know that your experience with this, I know you think you know what it looks like, just so you know, this is what I think it looks like, right?
00:31:19I would say that's rare.
00:31:20I think if we're going after the right type of prospect, they're decidedly unsophisticated when it comes to digital marketing.
00:31:27So I would say just about every time and just like every story that we tell on a sales call, you have to have a fast version and a slow version, right?
00:31:35So if you run into people that are more social while I'm doing this, they're talking to you and they're interacting and you have to allow them to do that.
00:31:42And other prospects are going to be more get to the point type of people.
00:31:45Repetition is the mother of learning.
00:31:48So when you learn to tell the story over and over again, you find your own rhythm.
00:31:52And as great salespeople, you can read the room and assess, okay, how much time do I have here?
00:31:58Right.
00:31:59So that's, that's, that's the questions and at the, in a few minutes, I will drop the script to this in, in the, in the, into the chat box.
00:32:09I'll drop a link, but it's important to know that, that Pat will be showing up market by market and going through this, through this again, because I think the key to this is repetition.
00:32:20I don't think, you know, if having seen this now for about 14 minutes or 15 minutes, that anybody who's really prepared to go out and offer this kind of, kind of education.
00:32:30So, so repetition and practice is, is, is the key, key to this.
00:32:35And I think, you know, sorry, but, and I've told this everyone, I'm more than willing to demo this over and over again.
00:32:40So if you want me to do it again with a small group, if you want to go over one-on-one, I'm more than happy to do that.
00:32:45Just grab some time on the calendar.
00:32:47So when, when you've been in the markets, have you been, so you were, you've been in Tampa last week and you spent a few minutes in, in with the integrated team as well as the digital team.
00:32:56Did you have a chance to, to go through this yet?
00:32:58This is exactly what we did.
00:32:59Excellent.
00:33:00Yeah.
00:33:01Well, thank you so much for taking the time to, to, to go through the bow tie explanation of what digital marketing is.
00:33:09We, we, we really appreciate it.
00:33:11So next we're going to reintroduce Tina, um, to talk about the next step is this fabulous new, uh, system that we have to, um, talk about and make selling digital even easier.
00:33:28So Tina.
00:33:29Yeah.
00:33:30So do we have a visual Larry or no?
00:33:32We'll, we'll, we'll, we'll get you back in just one second.
00:33:36Excellent.
00:33:37Great.
00:33:38Stand by.
00:33:39As Larry is, is pulling that up.
00:33:40Um, many of the market managers that are on the call, um, saw me present this, um, in Detroit.
00:33:45Um, in Detroit and to be honest, I think a lot of them didn't quite realize the challenge that all of you are going through when it comes to selling digital.
00:33:54So they just thought it was just as easy as radio, right?
00:33:57All of you AEs that are on the call realize how difficult it is to sell digital.
00:34:02If you sell a radio spot, you basically book some spots into tap, tap scan, or build a schedule and tap scan, book it in Marketron.
00:34:09And basically the rest is history.
00:34:12So this is something that, um, I wanted to educate the market managers on what all of you have been challenged with.
00:34:18Um, and if you could flip to the first slide.
00:34:21Um, so I think a lot of them were really, really surprised, um, at this.
00:34:27And if we could go back one, that would be great.
00:34:31So do you see the, uh, sales proposal operations reporting side?
00:34:35We I'm seeing, yes, but I'm seeing page two.
00:34:38I'd like to flip to page one, if that's okay.
00:34:40Um, I'm sorry.
00:34:42These are, this is, this is the first page.
00:34:44Sorry.
00:34:45Okay.
00:34:46Go to the second page then.
00:34:48So anyway, if he can't bring it up, it's quite fine.
00:34:51Um, all of you, um, this pain, so you understand, but the old digital process that each and one of you would have to go through is you would have to go into tap scan.
00:35:01You would have to build your schedule there.
00:35:03You would have to go into advisor.
00:35:04You'd have to build your, build your schedule and advisor.
00:35:07Then you'd have to go into GAM.
00:35:08You'd have to pull your account, see what was in there.
00:35:10Um, you'd have to do multiple, multiple steps.
00:35:13I remember being, um, in Charlotte and the team saying there's 15 things that we need to go into in order to, to build a digital proposal.
00:35:22Um, very, very time consuming.
00:35:25A lot of it was done through email.
00:35:27A lot of it was kind of lost.
00:35:28If somebody was out sick, you, you couldn't kind of get that, get that going.
00:35:32Um, you'd have to interact with multiple people, whether it was a graphic designer, you'd have to go to your, here we go.
00:35:39So this is the, I can't drive, um, 55 slide that we talked about.
00:35:44So again, I, I just described the sales proposal.
00:35:47Um, basically you were all charged with going into these 15 different systems and then duct taping a pitch together for your clients.
00:35:56Then if you were lucky enough to sell it after the four or five, six hour process that you had to do on the left, then you would go into the ad operations.
00:36:03The AE, you would tell your sales manager, your DSM, your project coordinator that it was closed.
00:36:09Um, there was really no formal sales manager approval.
00:36:12You'd have to go into our system fuse.
00:36:14You'd have to create a request.
00:36:16You'd have to enter the campaign details into fuse.
00:36:19You'd have to gather the creative assets.
00:36:22Then you'd have to go into Marketron, into your radio schedule, into your digital schedule.
00:36:26You'd have to revise that digital schedule multiple times, depending on the start date of it.
00:36:31You'd have to go into GAM.
00:36:32You'd have to book your O and O schedule, ensure that the inventory was even there.
00:36:35Then you'd have to go into Triton, Omni Studio, Vistar, Simplify, Adsy, Intuitive.
00:36:40You'd have to book your audience extension.
00:36:43Then separately, you'd have to book your social through Facebook and Instagram.
00:36:47If you sold email, you'd have to go to measured marketing, site impact, book that campaign.
00:36:51If you sold digital audio, you'd have to go into basis, book that.
00:36:55Then you'd need a Beasley designer to create your display ads in your videos.
00:37:00You'd need somebody in production to do your audio.
00:37:02Then the DSM would have to manage all the margins on this to make sure that we were operating and not losing money on all of this.
00:37:11Then it would come to reporting.
00:37:12You'd have to go back into all of these systems.
00:37:14You'd have to gather the metrics and, again, get some duct tape, put it all together, and show the client the attribution of the campaign.
00:37:22The fact that we got to the amount of digital growth that we've had and that we're hovering between $45 and $50 million in sales this year is nothing short of remarkable.
00:37:33You, on this call, are the most resilient sales staff that I've ever met because, honestly, my eyes glazed over when I was even putting this together.
00:37:42This is something we've been talking about for a while.
00:37:44We've been vetting a lot of different vendors to make it easier for each of you.
00:37:48I want digital to be even easier to sell than radio.
00:37:51If you could flip to next slide, and no pressure for Oliver when he introduces Frequence, but the new process is going to really eliminate digital speed bumps for each of you.
00:38:03Everything is going to be one-stop shopping.
00:38:05You're going to go into the Frequence system, which Oliver will demo for us shortly.
00:38:10There's going to be fixed pricing and fixed costs in that system, so you basically are going to do all of your omnichannel campaign right there.
00:38:18Then you, as an AE, will tell your project manager that the deal is closed.
00:38:23Sales managers, you'll approve it in Marketron.
00:38:26Creative will be approved by the client, which, by the way, Frequence creates Creative and has very quick turnaround times.
00:38:34And then the project manager will create insertion orders with Marketron numbers, and everything with a click of a button will be sent to Frequence.
00:38:42The best thing that each of you will see on this is the reporting.
00:38:46It's a real-time dashboard that's an omnichannel dashboard that will pull in how this campaign is working across multiple channels.
00:38:54So this is the thundering applause that we got in Detroit.
00:38:57Hopefully all of you are thrilled that we have streamlined this process.
00:39:01And without further ado, I'm going to turn it over to Oliver, who is the co-founder and president of Frequence, who has been onboarding a lot of us with this.
00:39:09Just to kind of give you a quick overview of what made me very excited about this when Oliver and I first met and what allowed us to kind of partner with Frequence to make it easier for each of you.
00:39:20So thank you, Oliver. I'll turn it over to you.
00:39:23All right. Thank you very much, Tina, and thank you, Larry.
00:39:27It's a pleasure to be here today, and I appreciate your time.
00:39:30So, you know, as Tina just showed, there's just a lot going on with offering digital these days.
00:39:39Excuse me. And one of the terms that she mentioned was omnichannel.
00:39:43And it's it's it's no secret that that over time we're seeing more devices, more channels, more ways of reaching our target audience.
00:39:54You know, maybe maybe a couple of decades ago, you could reach your target audience just by maybe addressing maybe going across one or two different channels.
00:40:03So that was sufficient. But but certainly over the past 10 years, we've just seen a number of new ways of reaching the target audience.
00:40:12And it's it's it's incredibly important to to be there and to and to hit each one of those those those channels.
00:40:21But as you do this, you're certainly creating a little bit of a of a workflow challenge.
00:40:26And I think that that's what what Tina what Tina just went through, you know, and over the years, we have seen a number of companies that are using lots of individual third parties to put together to compile their digital execution strategy.
00:40:43And so, you know, the first slide that Tina showed, it's got a number of different things in there.
00:40:47I was blown away by that, Tina. But when you think about just putting together a proposal.
00:40:52So how do you do that? All the things that go into that creative, do you access it from an agency?
00:40:57Is that internal or external execution? So you've got an ad ops team, emails going all over the place.
00:41:04When you think about supply sources, like are you going to DSPs or are you going to Google AdWords?
00:41:09What does that look like? I can't even imagine what what what billing looks like, you know, owned and operated sales coordinators are checking avails.
00:41:17What is available and how much can I offer? And then, of course, bringing that all back into one one dashboard that really gives not just sellers confidence.
00:41:27Like I want to be confident that what I sold is what I actually delivered, but also gives a tremendous amount of confidence to the to the advertiser.
00:41:36And so there's just there's so much going on with, you know, with that first slide.
00:41:41And and as we've seen, a lot of companies are piecemealing these solutions together, but without underlying technology that really unifies the entire process.
00:41:52And so, again, as as as as the media landscape has become more and more fragmented with new tactics, issues are starting to appear.
00:42:01And so you see some of these issues are around delivery inconsistencies.
00:42:06I say inconsistent processes is certainly one an issue that the scale that's that's come up.
00:42:13And of course, watered down watered down media products are also are also a challenge.
00:42:18So this problem with inconsistent process is exactly what what the frequent software addresses.
00:42:26And what frequent does is provides tools and process across sales execution and reporting.
00:42:34So bringing all those things together into one into one streamlined process.
00:42:40And if there's two words that I could use that would really that really describe the system would be reduce friction.
00:42:47The goal of frequent is to reduce friction for sales and for operations so that a salesperson can get in and within two minutes can develop an effective proposal.
00:42:56Can can then a sales coordinator can execute it and it can all come back into into one comprehensive reporting system, which I'll show you in a moment.
00:43:06Now workflow is, you know, Larry and Tina workflow is great, but you also have to provide excellence across those three areas sales execution reporting.
00:43:16So when I'm talking about excellence across sales, I'm going to show you a media plan, a smart proposal.
00:43:23And again, within two minutes, you can generate an effective media plan.
00:43:26And I'm not talking about just geo and budgets and and tactics.
00:43:32I'm talking about an actionable media plan that you can provide to an advertiser that has specifics on what they're going to do.
00:43:39What sites am I going to run on? What content categories?
00:43:42What is my geo? What are the zip codes? Am I doing?
00:43:46Am I do I have a geo fencing campaign?
00:43:48What what is the out like? What is the polygon look like?
00:43:51Am I running a search campaign? What are the keywords that I'm going to be using for the search campaign?
00:43:55So it's going to put as much information in there to give again confidence.
00:43:59So me as a seller, I know what I'm pitching like I want to know the ins and outs or at least have that information accessible to me.
00:44:07So when I sell it to to to somebody and giving them the confidence that that this campaign isn't just isn't just going into a kind of a cookie cutter approach.
00:44:16So every proposal that's generated through the system, not only can it be done in two minutes, but it is going to be custom bespoke for that advertiser.
00:44:25So really giving them an incredible proposal now also on the sales side.
00:44:30I will include creative creative.
00:44:32I know it's a not a lot of tech companies like to talk about creative because it doesn't fit into this definition of scale really well.
00:44:40But I think creative is important. Larry, there's no in my opinion.
00:44:45There's no better way to tell an advertiser that you don't care about the business than by giving them bad creative.
00:44:51And all of us have been the recipient of a bad bad ads at one time or another.
00:44:56And it just it shows it shows that you don't care.
00:44:59So really having the system not just generate beautiful bespoke custom proposals, but then also be able to generate amazing ads.
00:45:09So customize HTML five cross browser cross device can run anywhere ads, but really striking, beautiful content so that the advertiser feels good.
00:45:19They feel heard and that they feel that their message is going to be effectively conveyed across all channels.
00:45:25And this includes both display ads, audio ads, the text in your SEM ads will be custom.
00:45:31And of course, video videos taking over right now.
00:45:33So really being able to do great videos.
00:45:37So I just want to make sure so all in one place on one screen.
00:45:42Yes, this this this can be done in and I just want to test this to make sure that this isn't my kind of exaggeration.
00:45:49You know, because I said this is a billion times easier than it is is now, which to me it appears to be.
00:45:56But could a a rep sit in front of a client at their place with their phone or a tablet or a laptop and produce one of these campaigns, customized campaigns literally in in two or three minutes?
00:46:11Yeah, let's let's let's see, Larry, you tell me. So let me go ahead and generate a proposal right now. I'm claiming two minutes.
00:46:17So, Mike, go over because I clock clock is running. I talk sometimes.
00:46:21So. So, look, I'm going to I'm going to go in. You can see it is your custom instance.
00:46:26All of it is is is is is Brandon with Beasley. I'm going to go ahead when I go into my my my my kind of home screen.
00:46:33You see a hello over there. I can do everything I'm talking about. I can generate a proposal request creative.
00:46:38I can look at my my reporting. I've got it all here.
00:46:42But for now, I'm going to go ahead into into proposals.
00:46:45And what I'm going to do is I'm going to generate a new proposal, Larry.
00:46:48So if I'm sitting with a client, let's say maybe I'm in Las Vegas and I have this great client name, Las Vegas homes by Leslie.
00:46:55I've known Leslie for a number of years, so I'm going to go ahead and put in a little bit of information about her.
00:46:59So Las Vegas homes by Leslie.
00:47:03Now, this is just tied into their Google, their Google, my business as well as Yelp.
00:47:08So I can pull up Leslie's information there.
00:47:10I'm going to name the proposal, select the date that I'm proposing it, and I'm going to go ahead and select the industry.
00:47:18Now, at that point, I can use one of two different things, Larry.
00:47:21I can either use the smart proposal, which essentially starts to build the proposal for me.
00:47:27So it selects my target geography.
00:47:29It selects my demographics, and I can override these recommendations, or I can go with it.
00:47:35It selects my audience interest.
00:47:37This is what's going to drive the content and the data for the campaign.
00:47:42It's going to recommend a monthly budget that, of course, I can adjust.
00:47:46So maybe I show this, maybe I don't show this to the partner or the advertiser.
00:47:52And then it's going to recommend an omni-channel strategy, a multi-tactic strategy that's designed to maximize frequency across channels.
00:48:01So this has all of your tactics in there, and it's going to recommend a mix of tactics, which I can adjust.
00:48:08I can eliminate.
00:48:09I can add new ones, or I can go ahead and select build proposal.
00:48:13Now, at this point, it's taking all the information and it's putting it together into the back end.
00:48:18So it's filling out, this is where we get all that detail from a, from the, for the media plan.
00:48:23So you can see all of my tactics here, which I can add tactics.
00:48:27I can remove tactics.
00:48:28We have radio selected there.
00:48:30So if I want to go ahead and add my radio, my radio file, Tina had mentioned tap scan.
00:48:35So let me go ahead and drag a tap scan file over there.
00:48:37There I can add my two, my two radio.
00:48:40I've got my, my tap scan file uploaded for geo.
00:48:44You mentioned doing it in front of, in front of a partner, Larry.
00:48:47Of course, if I'm one of the things that I know that every advertiser has a beat on is where they're, where their clients are coming from.
00:48:53They know they've got a CRM.
00:48:55They've got all this information.
00:48:56So in this case, what I can do, you can see right here, I've got my geo.
00:49:00I, you know, maybe I show this to Leslie and she's like, Oliver, I love this, but like, this is the desert.
00:49:05Like maybe you're, you're in LA.
00:49:07You don't know, you don't know Vegas, but let's go ahead and let's trim this down so I can do this in front of Leslie.
00:49:13And really dial this, this geo to, to where she's happy.
00:49:18If she wants to add a geo fence, maybe she wants to add a tactic in there.
00:49:21You can see right here.
00:49:22Maybe I just add a geo fence right there.
00:49:26And I've got my geo fence tab here.
00:49:28So let's go say, maybe there's a conference going on at, at Caesars Palace.
00:49:33So I'm going to go ahead and add Caesars right there.
00:49:36I want to add a polygon.
00:49:37I go ahead and dial that polygon and I can, I can tune that up however I'd like right around Caesars.
00:49:43So once I've got all that, that in there, I've got my, my geo fence, as well as my regions for all my other tactics.
00:49:51We've got some demo data below it.
00:49:53I've got, these are the content categories from my, from my recommendation engine, from my proposal generator or my smart proposal.
00:50:00I've got all the keywords from SEM.
00:50:02You know, Tina was talking about those steps earlier in order to, in order to get your keywords.
00:50:07So we've got keywords, we automatically pinged the Google keyword planner.
00:50:11We scraped the website.
00:50:12We looked at the meta tags.
00:50:13And at that point you're done.
00:50:15So now it's what it's doing is it's taking all of that information and it's going to be putting it into, into a budget breakdown.
00:50:23So now you've got to think through how many budget options do I want?
00:50:27The default is going to be three budget options, but I can change.
00:50:31I can change, I can change any of these, these budgets.
00:50:34I can change any of the, there are CPM rules.
00:50:37So, so some of the CPMs can be adjusted.
00:50:40Some of them cannot be.
00:50:41So you can see here, I've got all my different tactics with the ability to make adjustments.
00:50:46I can change the name.
00:50:47I can change the duration.
00:50:49I've got my tap scan file budgets uploaded there.
00:50:52And if I'm good with that, I'm going to put next, select next.
00:50:56And now my proposal is complete Larry.
00:50:58So what it's doing is it's taking all of this information now and it's putting it together into one.
00:51:03Let's call it aesthetically pleasing, cool looking proposal.
00:51:07You can see it laid out here now.
00:51:09So I've got my, my Beasley digital proposal with all of this information custom.
00:51:14Again, it's custom for this advertiser.
00:51:16My target geo, my products, the demos and interests, everything from my geo fence there.
00:51:23So we've got some, some static slides as well as some dynamic slides, SEM.
00:51:28So, and I can rearrange these slides.
00:51:30I can go ahead and delete the slides, or I can add custom, custom slides in there.
00:51:36But once I'm done with that, I can either download it into PowerPoint or PDF, or I can save and exit.
00:51:42And it brings me right back to my proposal proposal repository.
00:51:46We've got a proposal right here.
00:51:49So that's the, hopefully that, that, that, that makes, that answer is pretty fast.
00:51:56So I think, I think you got it in, in the two minutes.
00:51:59I don't know.
00:52:00I was talking maybe squeezing, there's an extra minute there, but, but I think so.
00:52:04So proposals is really, that's the first part, Larry.
00:52:07So, so being able to generate effective, compelling proposals rapidly that have all of your tactics in it.
00:52:13And one of the things that we're working on with Kimberly right now, Patrick Manson, Kimberly, who's, who's just the most incredible person.
00:52:20And it's just like, is, is really just amazing in every way we're working with her right now to get all of your current and as well as future tactics in there.
00:52:28So that not just, you can not just put together a beautiful bespoke proposal for that, but you'll also be able to request creative, execute and report on it.
00:52:36So, so we do have, we do have a question is, the question is, if we want to sell addressable geo fencing, do you provide the list or do we upload individual locations?
00:52:47For example, target all dry cleaners and radius or only homes with pets.
00:52:52You can do both in the system.
00:52:54So you can either define the audience that you're going after and we will generate that list.
00:52:58Or if you already have a list, you can go ahead and provide that to us.
00:53:01Got it.
00:53:03All right.
00:53:04So, so really looking at, you know, two other things that, that I was talking about, Larry, are execution.
00:53:09So I won't get into the nuts and bolts of how it's executed through the system.
00:53:14But as soon as a salesperson is done with a proposal, they will able, they will be able to notify their sales coordinator coordinator, their sales coordinator will be able to go into the system.
00:53:25I'll go ahead and show it real quick.
00:53:27And within the proposal that they were working in, they'll be able to convert that into an insertion order.
00:53:32So in this case, just going through, I'll go ahead and create make IO.
00:53:36It takes all of the information from the proposal and puts it into one IO.
00:53:41So there's no emailing different people.
00:53:43There's no checking avails for anything.
00:53:45It all just gets imported over into an insertion order.
00:53:48The sales coordinator will then be able to, and we're right now we're working with all the market coordinators, sales coordinators on, on, on sort of ops training, which has been amazing so far, really going through and defining all of these.
00:54:01You can see it's it on the right-hand side.
00:54:03You've got a sort of a legend.
00:54:05Yellow exclamation point means we need that information.
00:54:08Green checkbox means we've already got it.
00:54:10So the sales coordinator will just go through and make all these different selections there.
00:54:15So in this case, let's say maybe I want to go ahead and add in some information here.
00:54:19And then that will, that will go ahead and that will give me a, that will go ahead and give me a, a green button box right there.
00:54:26And I know I can move on.
00:54:28So I go ahead and I make these selections for all of my other, all of my, all the key pieces of information there.
00:54:33And I can go ahead.
00:54:34It pushes immediately to the supply sources.
00:54:37And then it can be set live right away.
00:54:39So we do have on impression based media.
00:54:41We have same day, same, the ability to go live during the same day.
00:54:44So execution part.
00:54:47We do have a pretty large data science team at Frequence that ensures that all of your campaigns do, do arrive or do hit within the ranges, your, your target goals.
00:54:59So whatever your key performance indicators are, or whatever your, your target, your target performance metrics are, we've gone through and defined those for each individual tactic.
00:55:08So that we can, we can launch campaigns against those models and make sure we hit those, those performance metrics.
00:55:14Now, Larry, one of the things that, that Tina had also mentioned is reporting.
00:55:19And then I'll go ahead.
00:55:20And I want to, want to, want to provide a little bit of time at the end, but you can see within the reporting, go ahead and shrink this a little bit to fit the screen here.
00:55:27You can see within the reporting, every, every single account executive will have access to all of their reports for all of their different, all of their different clients.
00:55:36They can grant access to their, to their advertisers if they would like to.
00:55:42So in this case, you can see just looking at the level of transparency, as well as advanced measurement we've got in here.
00:55:47I can go through, I can select my advertiser.
00:55:50I can select the campaign.
00:55:52I can go ahead and I can select the date range.
00:55:55The default is a 30 day look back.
00:55:57And we've got everything really on the overview page.
00:56:00You're going to see all my tactics here that I can look at from, from just an overall performance standpoint.
00:56:05Or if I want to dig a little deeper, I can go ahead and click on the, on the individual tactics.
00:56:10So just looking at display real quick.
00:56:12And we talk about, about display.
00:56:14You can see across the top, I've got everything from overview.
00:56:17We provide a lift study.
00:56:18I can look at my geo, my creative screenshots are automatically loaded.
00:56:22So on a daily, daily, daily basis, I'm going to see a pacing.
00:56:27So, and I know Larry pacing, isn't the be all end all of, of key performance indicators, but I do think that it, it shows responsible media allocation across the course of the campaign.
00:56:38When we talk about geography.
00:56:41So selling into geo is one of the things that we talk a lot about with the proposal process.
00:56:46What does that look like in, in the report?
00:56:49And this is really where, where the, where the rubber hits the road.
00:56:52You know, you you've so Oliver you've come in and you've sold me this beautiful proposal and I'm, I'm trusting you because I've known you forever.
00:56:59But what does that really look like in a report?
00:57:01And you can see here when we talk about things like geo fencing, we're talking about actually plotting the lat long coordinates on a map.
00:57:08So you're going to see where those people were so it really giving transparency into into into into the geography now really getting down there.
00:57:17For things like creative.
00:57:18For things like creative.
00:57:19If you're running two sets of creative, what does that look like from an A B testing standpoint.
00:57:23Screenshots.
00:57:24So about three to five business days into campaign, you will see screenshots start to appear within your within your system.
00:57:31Placements, being able to see exactly where your ads were or search really, really giving you the ability to to sell a supply quality story talking about the difference between you and other providers that maybe aren't aren't aren't as careful when they're on the sites that they're running on.
00:57:49And, of course, device distribution so really giving you a sense of of of what's been happening really transparency into the nuts and bolts of the campaign.
00:57:59One more and then and then I'll turn it back over to you, Larry, when we look at like anything like like video so CTV OTT.
00:58:05We're not just going to provide show you, you know, we are going to show you the video we're going to show you completion rate breakdown by quartile.
00:58:12You're going to have insight into all this information featured network. So what networks did I run on? What were the platforms? Was it Roku? Was it Amazon? Was it Apple?
00:58:20Time of day, day of week, household reach and frequency. So you're going to be able to get all of this in one dashboard.
00:58:27And none of this I should mention, Larry, and then I'll turn it over to you. None of this requires any sort of connection.
00:58:34It is all automatically connected. So from the second that you get in, you register your advertiser, it's automatically connected to the IO, the insertion order, and automatically sets up the recording.
00:58:44Wow.
00:58:46That's pretty impressive. We had time for just just just two quick questions. And first I want to point out this was not a training.
00:58:54This was just a preview of of a coming of what's coming soon as everybody will be completely and thoroughly trained in in in this shortly.
00:59:04So don't think if you didn't write notes, you wouldn't know how to use it. That's probably you shouldn't be able to know how to use it.
00:59:10So so to two quick questions is one is there was an option for Oh, no, which means that display would run on our stations website.
00:59:23And I guess only if they meet the target audience. There's there's it would it would run in the correct.
00:59:31Is that what the question is? That's what the question is. Does the ono reflect the criteria of the campaign?
00:59:41Yeah, so so we are being serving the getting GAM integrated into the system is is what is GAM for those who don't know Google Ad Manager.
00:59:50So you're as you're owned and operated or run through through Google through Google Ad Manager.
00:59:54So so getting your owned and operated digital owned and operated into into Digital Hub into Beasley's instance is one of the highest priorities that we're working on right now.
01:00:04Again, removing friction anytime we remove friction around owned and operated getting in there.
01:00:09We are going to we do see an increase in sell through rate for owned and operated.
01:00:13But really, Larry, I think more importantly, is it improves your overall omni channel medium mix.
01:00:19Your campaigns get better by including your owned and operated in there, because ono is a is a is a is an important channel to consider these days.
01:00:28Now, what what our goal around removing friction for owned and operated and getting that into the system is we want to enable a sales coordinator so that when they're in there processing that IO to check avails for the campaign.
01:00:41So we would be looking at a at the targeting at the geography at the website.
01:00:46So all of those targeting parameters would carry over.
01:00:49We'd be able to in real time check avails for that site.
01:00:53How much inventory is available at during the time that you've specified?
01:00:57We'll get the the sales coordinators will in real time in 10, 15 seconds, get those avails back.
01:01:03And if they're happy with it, they'll be able to push that order straight into into GAM into Google Ad Manager.
01:01:09So they'll be able to execute it so that it will start automatically when they've defined it.
01:01:13And then the reporting will be fed back into the system.
01:01:16So complete connectivity from start to finish.
01:01:19But yes, to answer your question, the targeting will will carry through.
01:01:23And the the second the the second question is you mentioned that the advertiser can instantly have access to the dash same dashboards at the AECs.
01:01:36But and I guess this is just a question to make sure is that client will only be able to see their information and not the information for other clients.
01:01:48Yeah, that's a that's a great question.
01:01:50But they will be only able to see their information.
01:01:53So, Larry, I'm just showing the dashboard one more time.
01:01:56You notice up here we've got a little hamburger.
01:01:58That's a technical term.
01:01:59And we've got a hamburger up here.
01:02:01You can see we've got a register analytics button.
01:02:03When I click register analytics, I'm going to go ahead and and add in some information.
01:02:08I'm going to put the first name, last name, the email address of the person I want.
01:02:12So I'm going to I'm going to put, you know, Larry, I'm going to have your information in here.
01:02:15I'm going to put in your email address and a password, Larry, one, two, three.
01:02:19I'll then select the advertiser that belongs to you, Larry.
01:02:22So if I'm going after, you know, Larry's Larry's auto dealership down the street, Larry's auto dealership will be in this dropdown and I'll be able to select that.
01:02:32It will then generate credentials that I'll be able to email you or the system can automatically send them to you.
01:02:38At that point, you will only have access to Larry's auto dealership.
01:02:42Excellent.
01:02:43I think, Tina, if if we could stand up and still be in frame, I think we would give would give Alvar another standing ovation for.
01:02:51I think I think that AEs are probably doing it at their desk right now, because, like I said, the process before was daunting and it's going to be so much easier.
01:03:01As Larry mentioned, this isn't a training.
01:03:03We just wanted you to get excited that this is coming to your market.
01:03:06And I don't want, you know, you rolling your eyes like, oh, another initiative, another thing we have to learn, like this is going to help you.
01:03:13And I really believe it's a game changer. So thank you, Oliver and Larry.
01:03:17And thank you to Kimberly's team for really getting this up and running and all the work that they're they've been doing in the back end to make sure that it's launched successfully.
01:03:25So so the question that keeps coming up is, is when will it be when will be available?
01:03:30When will people when will the AEs who are on the call today be able to access and start using this this billion time time saver?
01:03:39Correct me if I'm wrong, Oliver, but I think we've rolled out about a third of our markets, and we're hoping to have the rest of them rolled out by the first week in October.
01:03:48So it it depends on where you are in the training schedule.
01:03:51But by the first week in October, everyone will have access to the system.
01:03:56And we did kind of gloss over it, but the creative is part of it.
01:03:59It's free and you have unlimited revisions to that creative and very quick tournament.
01:04:05So what is your SLA on the on the creative again, Oliver, is it SLA is three business days on for custom for custom ads?
01:04:12Yes. And for video, it is five business days.
01:04:16And so I'm sorry, not just three business days for streaming audio for as well as for display.
01:04:22And I'm sorry, what is what is SLA?
01:04:24That's service.
01:04:25He needs elimination armies. I think that means that means I get a call from Tina.
01:04:29If we go beyond that, it means we're it means we're we're bound to do it within that.
01:04:35So you're oftentimes going to see it faster.
01:04:37But hey, there are and I'd be remiss if I didn't if I didn't give a shout out to, you know, the client success managers and the director of partner growth upfrequence.
01:04:46Kayla, Charlene and Sarah, who many of you will meet undoubtedly amazing people.
01:04:52And, you know, I've worked with them for decades, you know, and I just think the world of them.
01:04:57So really excited to introduce them to the rest of you.
01:05:00So I I say that because, yes, we do have SLAs.
01:05:03That's the that is the the the cannot exceed.
01:05:07But typically we can do you're going to see it faster.
01:05:10And if you need it same day, just give us just give us a call and we'll make sure that that happens.
01:05:14Got it. And and we do have two, I think, important questions.
01:05:17So I think it's worth the time.
01:05:19Ginger and Charlotte asks, what about current campaigns that go through the end of the year?
01:05:24Will the will I guess this is more of a Tina question.
01:05:27Will we continue to service those through the channels we already are or will they be converted to to Frequence at that point?
01:05:36So we're hoping to convert as much as possible over to Frequence.
01:05:40Hopefully, Ginger, you're as excited about this platform as I am and hopefully you'll want to do it immediately.
01:05:46So, yes, anything that's existing, Oliver and his team have a very kind of seamless way to to move those campaigns over.
01:05:54You know, if there's special circumstances where you can't let me know.
01:05:58But I'm hoping you're asking the question because you're looking to get your client on board as soon as possible.
01:06:03We have stopped down and taken.
01:06:05We've moved over two of our largest accounts at Beasley.
01:06:08One, you've all heard of Genesis so that that, you know, is probably our big heavy left.
01:06:12So, you know, those are already moved over and, you know, we're happy to move over anything else that you have on your plate.
01:06:19And finally, it is, Oliver, you mentioned your your creative and the SLA, but somebody just wants to confirm if a client or if an advertiser or their agency has their own creative that can be introduced into the system for for use in these campaigns, correct?
01:06:38It most definitely can. So you can upload upload your own that that's no problem.
01:06:42And and on the con just talking about, you know, for any campaigns that are moved over like you have our commitment.
01:06:49Let's make it a win win.
01:06:50A win win. So not only we want to only not only understand what what's going to be successful and more better for the client, what you want to see improved and then make that happen.
01:06:59But also also please utilize the content. I think content quality content is is so important.
01:07:05So if you need ads done for for your advertisers, as Tina mentioned, there's no cost.
01:07:10Let's really go ahead and load up on the content. Let's be like, please tap us for for anything from from video to display to streaming audio.
01:07:17How do we make this a how do we make this a good all around for for your for your partner so that they feel they feel confident with the results and they feel good about about about their their marketing dollars?
01:07:30And I saw this last comment is for you, Dina in Philadelphia.
01:07:34Hopefully you're on this call. But a year and a half ago, you asked for spec creative when it comes to digital.
01:07:39Oliver was gracious enough to give us a limited amount of spec spots on a given month.
01:07:43Awesome.
01:07:44And the hook, you know, we can do spec spots.
01:07:47Don't go crazy because you'll be stealing them from your other markets.
01:07:50But when you need them, they are available for you as well.
01:07:53And and the last question, I swear, because everybody has has to go, especially Pat.
01:07:59I know he's waiting for his lunch. So the so what would you suspect?
01:08:06So if the sitting in a client's office and they give you all the information that's necessary, including creative, if it's produced within frequent, what would the time be typically from the moment the client wants to buy something to the time?
01:08:23It can be it can be live on the Internet.
01:08:28So that can be it can be done as soon as the creative is ready.
01:08:32So I would say and if it was urgent, if you wanted it done same day, you know, we get it done same day.
01:08:37So that would that would take a phone call.
01:08:39So the capability is is that technically it's possible to get it done in the same day.
01:08:43But certainly it if you were able to generate a proposal, get a cell, move through your internal, you know, whatever internal processes.
01:08:51It could be definitely within the same week, I'd say, three to five business days for sure.
01:08:56Yeah. So you could get something signed and be live with the dashboard in three to five days faster if absolutely if absolutely needed.
01:09:05And everybody complies with what what they need. That's right. That's awesome.
01:09:09OK, I revised my estimate is about two billion times easier than than than than than what we've had.
01:09:16So thank you so much, Oliver and Tina.
01:09:19I'm sure everybody on the call wants to thank you specifically for because I know this has been a
01:09:26a a project for you to consolidate all of our sort of all of our resources into one place that can be easily accessed.
01:09:34So thank you to you and especially thank you to Pat Eastburn, who took the time to go through the bow tie.
01:09:38I'm sure you'll be seeing a lot more about frequency and digital selling on upcoming.
01:09:43You ought to know. So thank you, everybody.
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