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Elevating and expediting cross-platform advertising sales

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Elevating and Expediting Cross-Platform Sales
Tuesday, February 15


Overview: To provide content that explores success stories and best practices on cross-platform integrated sales as well as providing a base structure on how to move your sales department to an integrated model through engagement of both sales staff and advertisers.

Schedule: The schedule is as follows (updated February 3, subject to change):

8:30 a.m.
Welcome and Overview
Be welcomed to the INMA seminar “Elevating and Expediting Cross-Platform Sales”, organized by INMA volunteer leaders.
>> Laurie Finley, Vice President of Advertising Sales, Winnipeg Free Press, and Program Co-Chair

8:45 a.m.
Transforming Your Sales Teams
Kirk Allen will speak to the continued transformation of Postmedia Network's regional newspaper company (formerly Canwest Publishing) into an integrated sales machine with the focus squarely on digital first. He will explain how they've built a structure utilizing sales specialists along with their existing print sales veterans at various newspaper sites. The continued transformation includes the integration of their Toronto, Montreal, and Vancouver based national sales teams into one team handling digital and print.
>> Kirk Allen, Executive Vice President, Integrated Advertising Sales, Postmedia Network Inc., Toronto

9:30 a.m.
Print and Digital Integration Success Stories at The Denver Post
Kirk MacDonald will discuss the simple concepts formulated with CEO Jerry Grilly to build their own integration of digital sales. He will speak on the successes and processes incorporated (a 16 month project) to get them to where they are today. Results show that The Post has moved from 22nd in overall revenue performance, to 5th year-to-date this year and from 19th interactive revenue gain/loss to 4th in August 2010 with a year-on-year increase of 18.1%.
>> Kirk MacDonald, Executive Vice President, Advertising, Marketing and Digital Sales, The Denver Post

10:00 a.m.
Networking Coffee Break

10:30 a.m.
The Tennessean and 1100 Broadway
1100 Broadway is a digital and direct ad agency that was created by the Tennessean Media Group in early 2009. Dave Gould will share how they have transformed their team into a truly integrated structure through the development of 1100 Broadway to handle their customer's needs from consulting to media planning right through to integrated print and digital campaigns. Agency offerings include website development, SEM, e-mail marketing, creative services, direct mail, social media, media buying, research, strategy, and mobile services. 1100 Broadway has provided solutions for more than 200 customers, growing revenues to just over 10% of the Tennessean Media Group's total digital revenue and more than 3% of total advertising revenue.
>> Dave Gould, Vice President of Advertising, The Tennessean, Nashville

11:30 a.m.
Changing the Culture of (Newspaper) Advertising Sales
A longtime advocate of “selling integrated marketing solutions’ rather than ads, Bob Provost from The Star-Ledger, will review multi-media sales experiments at two newspaper properties as well as integrated creative and production support models.
>> Bob Provost, Director of Marketing, The Star-Ledger, Newark

12:15 p.m.
Lunch

1:15 p.m.
Training Requirements for a Successful Sales Team
Mike Blinder will speak on training required to support a successful integrated sales structure starting with what is required to transform and motivate your existing print sales teams.
>> Mike Blinder, President, The Blinder Group, Inc., New Port Richey, Florida

2:00 p.m.
The Transition to Digital Cross-Platform Sales
Detroit’s still recent transition to a dramatically different business model continues to offer a learning opportunity for newspapers everywhere. One aspect of their transformation has led them down the path of becoming a multi-media sales organization. Last year Detroit invested considerable time and resources in providing multi-media sales training to everyone in sales and everyone who supports the sales efforts. Hear what steps Detroit took to accomplish this cross divisional effort and what it has done to increase their multi-media sales to keep pace with their ever expanding digital footprint.
>> Joyce Jenereaux, Executive Vice President, Detroit Media Partnership

2:45 p.m.
Networking Coffee Break

3:00 p.m.
Search Engine Optimization for Local Businesses
Hear from the Janesville Gazette as they describe their new consulting services package offered to assist local businesses on how to take advantage of Social Media Networks and other online tools to help improve their online presence (Facebook, Twitter, Youtube, Blogging). Discover the ways they properly claim and optimize local search engine directories, help build organic content online, and keep their client's marketing dynamic.
>> Kacey Kaderly, Gazlo Online Design & Marketing Specialist Bliss Communications, Inc., Wisconsin

3:45 p.m.
Break-Out Sessions
Spend the rest of the afternoon engaged in brainstorming and idea sharing round table sessions. You will have an opportunity to spend time with presenters and other seminar attendees to discuss and respond to specific topics/questions/challenges shared during the day.

4:30 p.m.
Concluding Remarks

4:45 p.m.
Seminar Concludes


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