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

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 marketing division audience extension division events across Texas (Sold 2017) analytics (investment) Feb. 2013 Apr. 2014 Jun. 2014 Sept. 2012 Jan. 2014 May 2014 Jan. 2015 2017 Social media Media analytics Food and wine festival Search agency, agency and performance marketing marketing automation software, company print broker

HOW WE GOT HERE: CUSTOMER FUNNEL Filling out the funnel, circa 2016

FUNNEL MEETS SILO

ROI / money-manager model ● Agency services ● Consumer targeting ○ Content & creative ○ Delivering the biggest and Strategic, ROI-driven Reputation ○ most targeted audiences in marketing services for ○ Social Media North Texas . clients regardless of Video development and ○ location . Sold directly and distribution via resellers, including (and especially) BMG. Digital solutions ● Conversion rate ○ optimization Analytics ○ Enterprise services ○ Search optimization ○ Web design and ○ development Paid media ● Display ○ PPC ○ Remarketing ○ Social ○

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

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 B+C decline Growth, SINCE 2017 CONSOLIDATION 2015-2017 ➢ Revenue up 15% ; services revenue up 50% ➢ Average order +40% (Aggregated entities) ➢ 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

WHAT WE DO

Results. Delivered.

[SOME OF OUR SERVICES] [WE DO IT ALL] [WE CAN SHUT UP AND JUST SELL MEDIA] We can be on a We can be your We can engage with TEAM OF AGENCIES AGENCY OF RECORD LOCAL AUDIENCES We play well in the sandbox. One hand to high-five, one throat to choke. We know Texans. Let us introduce you. We can provide counsel for specific From social media, website creation and By leveraging BMG’s local brands and tactics and integrate a holistic strategy nationwide advertising - we can do it all. products we engage audiences. with other agencies.

innovative marketing solutions innovative solutions consulting & training email marketing online reputation management consumer targeting enterprise marketing automation search engine marketing content & creative development location-based marketing social media marketing conversion rate optimization online advertising video content development digital analytics & tag management print & direct mail fulfillment website design & development

innovative marketing solutions great clients

partners + certifications who we are

HOW WE SELL

CHANNEL SALES Deepening local relationships ● ● Structure Selling ○ ○ Direct B+C sales team focuses efforts Carefully constructed packages based on nationally and on non-BMG accounts; plus key frequent client goals and different budget levels. ■ verticals Typically include targeted display, email, ○ BMG channel has 32 sellers PPC, social ■ ■ 3 dedicated channel sales resources at Also: Native, print, direct mail, door- B+C hangers and even promotional items ■ ○ Training, packaging and support handled For deeper service engagements, channel by shared service group (BBI) collaborates with B+C ■ B+C handles fulfillment & optimization ■ Shared CRM 16

Sample package Retail Facebook Dynamic Ads 17

Sample package Retail Exclusive Quarterly Native Sponsorships. 18

sales resources belointel.com

SALES PLAYBOOK & RESOURCES 20

ROOF-LEVEL TARGETING OF RETAIL CUSTOMERS First-call intel & audience knowledge

Your Customer Footprint Today Traffic Generating Hotspots 1 1. Parts of Frisco & McKinney 2. Parts of Farmers Branch, Carrollton, Addison, Richardson, South Plano, North Dallas, and Garland 2 3. Parts of North and West Dallas 3 22

Your Potential Trade Area Growth Areas Dense With Look-A-Likes 1. Parts of Richardson and Garland 2. Parts of East Dallas 1 3. Parts of Central Dallas east of 75, north of 30 Zipcode Matching Households 2 3 75206 3,513 75204 2,500 75205 2,230 75231 1,650 75214 998 75223 650 23

WHAT WE’VE LEARNED