Strategic Shift in Deals
By Al Cupo, Vice President, Local Media Association
Presented by Aaron Toyton, Director of Digital Business Development, Journal Interactive
Strategic Shift in Deals
Focus on customer service
Grow the email db
Close deals – fill calendar two weeks in advance
Diversify deals mix to attract new customers
Add a dedicated sales staff
Grow presence in market through mobile and social
Personnel Adjustments
2 full-time deals sellers: base plus a percentage of every deal sold.
Bonus if exceeding goals.
Special incentives for other sales people
Promoting phone orders – call center
Dedicated customer service person – some customers know her by name
Marketing & Promotion
Focus on SEO – make adjustments as needed
Facebook Integration
Added e-commerce in January 2012 – promoted though Facebook
All deals available on Facebook page
‘Like’ promotion - $5 credit towards future deal if they like their page
Special promotions including ‘thank you credits’ to best customers.
Paid Marketing – search, display and print ads increased conversion by approximately 27%
Deal Quality & Mix
Focus on at least one high profile opportunity per month
Zero in on total deal – define value by what you would want to share with friends
Long expiration dates – keep the deal aliveCustomer Service is key