BELO + Company Bring Your Customer Into Focus + Deliver Measurable - - PowerPoint PPT Presentation

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Jun 18, 2023 468 likes •729 views

THE OLDEST COMPANY IN TEXAS KNOWS TEXANS. BELO + Company Bring Your Customer Into Focus + Deliver Measurable ROI HOW WE GOT HERE HOW WE GOT HERE: Built, bought, and partnered Events and experiential Programmatic Beer and music Spatial

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THE OLDEST COMPANY IN TEXAS KNOWS TEXANS.

BELO + Company

Bring Your Customer Into Focus + Deliver Measurable ROI

SLIDE 2

HOW WE GOT HERE

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HOW WE GOT HERE:

Built, bought, and partnered

Sept. 2012

Social media agency

Feb. 2013

Media analytics and performance marketing company

Jan. 2014

Food and wine festival

Apr. 2014

May 2014

Jun. 2014
Jan. 2015

Search agency, marketing automation software, print broker Events and experiential marketing division Beer and music events across Texas (Sold 2017) Programmatic audience extension division Spatial analytics (investment) 2017

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CUSTOMER FUNNEL HOW WE GOT HERE:

Filling out the funnel, circa 2016

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FUNNEL MEETS SILO

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Delivering the biggest and most targeted audiences in North Texas. Strategic, ROI-driven marketing services for clients regardless of

location. Sold directly and

via resellers, including (and especially) BMG.

ROI / money-manager model
Agency services

○ Consumer targeting ○ Content & creative ○ Reputation ○ Social Media ○ Video development and distribution

Digital solutions

○ Conversion rate

ptimization

○ Analytics ○ Enterprise services ○ Search optimization ○ Web design and development

Paid media

○ Display ○ PPC ○ Remarketing ○ Social

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TWO BRANDS

B+C as direct seller & service; BMG as channel reseller for DFW

Component brands of B+C showed vertical expertise, but meant silos; redundancies; confusion; lack of full synergy Reorganized around “one hand to high five; one throat to choke” Leverage BMG / Dallas Morning News relationships / scale of salesforce for specific packages Frees B+C to fish upstream and to work with additional media company channel resellers

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B+C Growth, 2015-2017

(Aggregated entities)

OVERALL B+C ➢ 94% revenue growth 2015-2017 ➢ 61% operating income growth (always positive) ➢ 37.9% of AHC advertising / marketing revenue; 14% of total ➢ AVO $9,400 ➢ Making up >85% of traditional advertising and circulation revenue decline SINCE 2017 CONSOLIDATION ➢ Revenue up 15%; services revenue up 50% ➢ Average order +40% ➢ Average recurring order +58% ➢ BMG channel drives 26% of revenue; ~60% of growth ○ Is 8% of BMG’s revenue target ➢ Getting active in M&A ○ Filling service gaps; growing customer portfolios; cutting out middlemen

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WHAT WE DO

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Results. Delivered.

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TEAM OF AGENCIES

We play well in the sandbox.

We can provide counsel for specific tactics and integrate a holistic strategy with other agencies.

AGENCY OF RECORD

One hand to high-five, one throat to choke.

From social media, website creation and nationwide advertising - we can do it all.

We know Texans. Let us introduce you.

By leveraging BMG’s local brands and products we engage audiences.

We can be on a We can be your We can engage with

LOCAL AUDIENCES

[SOME OF OUR SERVICES] [WE DO IT ALL] [WE CAN SHUT UP AND JUST SELL MEDIA]

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email marketing enterprise marketing automation location-based marketing

nline advertising

print & direct mail fulfillment consulting & training consumer targeting content & creative development conversion rate optimization digital analytics & tag management

innovative solutions

innovative marketing solutions

nline reputation management

search engine marketing social media marketing video content development website design & development

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great clients

innovative marketing solutions

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who we are

partners + certifications

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HOW WE SELL

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Structure

○ Direct B+C sales team focuses efforts nationally and on non-BMG accounts; plus key verticals ○ BMG channel has 32 sellers ■ 3 dedicated channel sales resources at B+C ■ Training, packaging and support handled by shared service group (BBI) ■ B+C handles fulfillment & optimization ■ Shared CRM

Selling

○ Carefully constructed packages based on frequent client goals and different budget levels. ■ Typically include targeted display, email, PPC, social ■ Also: Native, print, direct mail, door- hangers and even promotional items ○ For deeper service engagements, channel collaborates with B+C

CHANNEL SALES

Deepening local relationships

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Retail Facebook Dynamic Ads

Sample package

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Retail Exclusive Quarterly Native Sponsorships.

Sample package

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belointel.com

sales resources

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SALES PLAYBOOK & RESOURCES

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ROOF-LEVEL TARGETING OF RETAIL CUSTOMERS

First-call intel & audience knowledge

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Traffic Generating Hotspots

1. Parts of Frisco & McKinney 2. Parts of Farmers Branch, Carrollton, Addison, Richardson, South Plano, North Dallas, and Garland 3. Parts of North and West Dallas

Your Customer Footprint Today

1 2 3

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Growth Areas Dense With Look-A-Likes

1. Parts of Richardson and Garland 2. Parts of East Dallas 3. Parts of Central Dallas east of 75, north of 30

Your Potential Trade Area