NewsCorp Manager Workshop

1. NewsCorp Manager Workshop

2. Agenda • Importance of the consumer decision making journey • The new decision journey • Matching products to the purchase funnel exercise • Digital landscape • Value by product • Articulating the value exercise • Presenting the digital solution • Present a real- life solution • Overcoming objections exercise

3. Importance of the Consumer Decision Making Journey

4. Traditional phases of the consumer decision making journey Definition: illustrates the typical consumer activities that result in the purchase process of a product or service. • Awareness- become aware • Consideration- express interest • Intent- show intent, narrow choices • Purchase- make purchase • Loyalty- repeat purchase • Advocacy- share, positive reviews, recommendations

5. The consumer decision making journey is no longer linear

6. Why is it no longer linear? Shoppers today are able to process an enormous amount of information. They use twice as many sources to arrive at a decision and use each source almost twice as heavily as in the past. Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011

7. Why is it no longer linear? Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011

8. Why is it no longer linear? Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011

9. ZMOT within the decision journey ZMOT is more complex than marketers think. ZMOT’s happen along each step of the consumer journey, from awareness to advocacy. Most happen off the desktop. “Help me figure out which product is right for me.” Educational Browsing “Help me find a nearby store.” Wayfinding “Show me how this product measures up to similar ones from other brands.” Comparative Shopping “Can I get a deal on this purchase?” Deal seeking “Check out this great new product I bought- I think you would love it too!” Social Sharing “Where can I get an accessory.” Incremental Purchases Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011

10. Consumer decision making journey: media’s role Align each media/ product to the buying cycle Select which phase the media/ product influences the most- mark a 1 in the box Select which phase the media/ product influences second- mark a 2 in thebox We will walk through traditional media and digital media Let’s discuss as we go along.

11. Consumer buying cycle: media’s role

12. Consumer buying cycle: media’s role

13. Consumer buying cycle: media’s role

14. Digital Landscape: Articulating the Value

15. The digital landscape: display

16. The digital landscape: why display? • Reach • Leverage sites that have a broad reach • Engagement • Time spent on a website makes the ad more effective • Targeting • Get in front of a user based on who they are, where they’re located and what they are interested in • Creative • Emotional and logical appeal

17. The digital landscape: search

18. The digital landscape: why PPC? • PPC is like renting ad space on Google: as long as you pay Google rent, your ad will be visible. • Attract motivated buyers actively searching for products/services • Know who is coming, where they are coming from, what they do when they get there. (Track phone calls and emails) • PPC allows advertiser to target ideal clients geographically and by the search terms they are using to find advertiser’s products/service. • Keywords and focus can change based on analytics and actions. [ SEARH ENGINE MARKETING ]

19. The digital landscape: social http://www.youtube.com/watch?NR=1&v=GYVz9e0ao8Y

20. The digital landscape: why social? • High Engagement • 64% of Facebook Users have become a fan of at least 1 page • 90% of users trust peer reviews • 77% use blogs to influence purchasing decisions • Strengthen customer retention and average value • News and information that is Important to You

21. The digital landscape: mobile

22. The digital landscape: articulating the value Complete the features section: this may include how it works, the “sizzle” factor Complete the benefit section: this should be solely focused on the value to the advertiser Share out with the group

23. Presenting the Digital Solution

24. Presenting the digital solution Break into pairs of two Each person will present their solution to the other in their pair We will walk around the room to advise Someone will be asked to present to the group

25. Overcoming objections from your sales teams My client is currently running PPC with a competitor and says they’re happy with the results. Why should I convince them to switch to us? I do not understand why I should sell digital when it is less money than print- I do not see the value. I have pitched digital before, my client is not returning my calls and I do not think they want it. They cannot run both print and online- which one would you choose? My client does not pay a management fee for search with ReachLocal and they are getting a a $5 CPM for display. My client cannot afford to run at the minimum impressions levels.

26. Manager Workshop: Key Takeaways

27. Key takeaways What were your a-ha moments over the last 2 hours? What will you do differently in your 1:1s? What will you do differently in the field? What will you do differently when pitching proposals? What else, in general will you do differently?

28. THANK YOU!