Gannett & Tennessean Media Capabilities
PRINT. ONLINE. DIGITAL. DIRECT. MOBILE.
Today’s Agenda
Evolution Of Marketing Path To Purchase
Gannett Solution Powerhouse
Tennessean Media Audience Solutions
Marketing Solutions
Client Success
Evolution Of Marketing
Evolution Of Marketing
Endless Choices Numerous Platforms It Can Make Your Head Spin!!!
Highly FRAGMENTED
Evolution Of Marketing How Consumer Behavior Has Changed
Evolution Of Marketing
Evolution Of Marketing
Evolution Of Marketing
Evolution Of Marketing
How to Make Sense of It
Follow the Path
Path To Purchase CONSUMER (Begin dialogue)
Stimulus Stage
Capture Consumer Attention & Motivate Action
AWARENESS
Invite Customer To Buy Again & Share
Loyalty & Advocacy Stage RE-PURCHASE & INFLUENCE
10.4 The average number of sources shoppers consult prior to purchase
Interest Stage
Connect To Consumer During Search
CONSIDERATION
Engagement Stage PURCHASE
CUSTOMER (Win business)
Persuade Consumer To Buy
Gannett Solution Powerhouse
Tennessean Media: Platforms, Performance, People
news
Our is delivered on every device, 24/7 – print, desktop, mobile, tablet, video
Tennessean Media: Platforms, Performance, People
Our
staff has the expertise to effectively communicate your message
Tennessean Media: Platforms, Performance, People
Our
expertise and products help meet your business goals
Tennessean Media: Portfolio - Audience & Marketing Solutions Stimulus Stage
Interest Stage
AWARENESS
CONSIDERATION
Engagement Stage PURCHASE
Classifieds
27 Community Newspapers
Web Dev/SEO/PPC/Maps-Rep/Social/Email
Loyalty & Advocacy Stage RE-PURCHASE & INFLUENCE
Audience Solutions: Kudos
2013 Awards Six first-place awards, including the top award for investigative reporting.
Won
first place for its website.
Audience Solutions: Kudos
Audience Solutions: Kudos Won the Malcolm Law Memorial Award for Investigative Reporting for a series of stories on deaths of children under the supervision of the Department of Children's Services.
Audience Solutions: Kudos Finalist for the national Investigative
Reporters & Editors Awards for Investigations Triggered by Breaking News, for following a meningitis outbreak and discovering a history of violations and poor oversight.
Audience Solutions: Multi-platform
Audience Solutions: Multi-platform
Audience Solutions: Tennessean 539,000
readers every week
Desktop (monthly)
1.8 million uniques 11.2 million page views E-Newspaper (monthly)
1.2 million uniques Impactful Content. Diverse User Experience. That’s why
7 of 10 Middle Tennesseans read
Tennessean every week! Source: Scarborough/Omniture
Mobile (monthly)
574,000 uniques Tablet (monthly)
108,000 uniques
Marketing Solutions: Kudos Most Successful US Digital Media Companies
#1
#2
#3
Gannett Partners!
#10
#12
#16
Experience Depth of Knowledge 100+ Google Certified Staff Detailed Reporting
Source: http://paidcontent.org/list/the-most-successful-digital-companies/
#34
Marketing Solutions: How We Work Listen To Issues/Objectives
Develop Solution
Qualify & Quantify Target Market
Execute
Identify Media Preferences
Track & Measure
Improve
Create Message & Imagery
Marketing Solutions: Indentify Media Preferences Match The Right Media To The Right Audience
Age 21-34
Age 55+
Outdoor
Local Ntwk TV
Local Magazine
Nat'l Ntwk TV
Local Radio
Direct Mail
Direct Mail
Newspaper
Newspaper
Local Magazine
Cable TV Nat'l Ntwk TV
Outdoor
Local Ntwk TV
Local Radio
Newspaper Mobile Email
Digital Vehicles
Internet (any)
Blogs
Search Online
Texting Mobile Internet (any) Social Media
Social Media Local News Website Texting Mobile Internet (any) Blogs Newspaper Mobile
Search Online Internet (any) Local News Website -120 -100
-80
-60
-40
-20
0
Index Source: Scarborough 2013 (Nashville 8 Cty)
Traditional Vehicles
Cable TV
20
40
60
80
100
120
-120 -100
-80
-60
-40
-20
0
Index
20
40
60
80
100
120
Marketing Solutions: Select Optimal Media Mix Reach The Right Audience With The Right Media Mix
STIMULUS STAGE Age 21-34
58% Add
Source: Scarborough 2013 (Nashville 8 Cty)
73%
Age 55+
73%
Marketing Solutions: GannettLocal Be There When Customers Are Searching
INTEREST STAGE
Client Success
Website Redesign:
Within the first 90 days of launch, the client directly contributed six new customers to their new site representing over $40k in revenue
Client Success
Mobile Site Design: • • • • • •
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
Client Success
EBlast Campaign: • • • • •
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
Client Success
Social Media Campaign: • • • • •
Facebook PPC advertisements Geographic targeting by city Demographically targeted by age range Impressions: 653,658 Total Clicks: 724
Client Success
Print Display ROP: During their first week of advertising, Medical Weight Loss signed up 13 clients and saw continued success over the next two months
Client Success Homepage Take-Over: • Impressions: 153,107 • Clicks: 489 • CTR: 0.32%
Client Success Before
Facebook Page Redesign: Within the first 30 days of launch, the client increased its reach by 50%
Results
After
Client Success Pay-Per-Click Campaign: • Impressions: 116,931 • Clicks: 1,220 • CTR: 1.04%
PRINT. ONLINE. DIGITAL. DIRECT. MOBILE.