Tag: advertising

Sanoma Digital Finland Press Release

Flat hunting, dating, job hunting, purchases… Many of life’s most important decisions have gone digital

Sanoma will host ICMA’s international conference on classified media in Helsinki 21–24 May.

The Internet Classified Media Association ICMA will organize its spring conference this year in Helsinki. As the largest media player in Finland, Sanoma is hosting the event, which theme is Monetizing digital: show me the money.

Digitalisation and change in the consumer behavior has shifted  the classified ads to the web. Continue reading Sanoma Digital Finland Press Release

How to sell more print advertising…

For any media owners who face the challenge of selling digital alongside an existing media, print in my case, the best approach is often debated.  Should it be separate, should it be packaged, how much time do I dedicate to it?  All questions with various pros and cons before you answer.

Media sales people who sell both print and online media often dominate their client conversations talking about print. It is an incumbent offer, most likely worth more money, and therefore to focus on the print seems like the fastest way to meet a target…or is it?

In search of more radical but carefully considered options, I believe the opposite outcome could be likely. Focusing or at least beginning with print can lead to lower or less significant print sales. Here are a few reasons why:

Digital is not ‘new’ to anyone anymore.  The pace and amount of change means most recent evolutions may indeed be ‘new’ but on the whole clients would rather talk about digital options than talk about print. It is sexier and grabs all the headlines, not just in advertising or media trade press, but in everyday life. QR codes and AR technology regularly feature in consumer magazines, TV shows regularly feature hash tags to generate social buzz during air time. Your favourite musicians or bands probably release their material on VEVO or Youtube much sooner than on the radio. Digital media is more interesting for all people, and our clients are people too.  Small businesses or not, they understand!

However, when dealing with smaller and mid-sized clients there is a very real opportunity to educate them and take this knowledge further.  They might know about social media and have their own Facebook or Twitter account, but do they know how to use it commercially? They know you can advertise on websites, but do they know how to target more specific channels, pages or locations of user?  If you can help them understand the chaos that is digital media today, who is the hero? These clients are not represented by agencies, they don’t have dedicated experts who keep up with the changing digital marketplace. If you keep up, you can be of real service to them.

Finally, digital advertising removes the most frustrating post advertising sentence of all time:  “It didn’t work” or “I didn’t get a response.”  One of the most significant reasons why momentum has so quickly moved to all forms of digital advertising is the qualified value, particularly in times of recession.  Digital media is more easily accountable than print because of post campaign analytics. The ability to talk through these results together with your clients and actually pinpoint the difference you have made in their business is a significant development.  At this point a detailed conversation about further improvements to their business should be the outcome.

The same rules will always apply, you first need to establish the need and remain focused on where the client’s interests are,  otherwise you have still missed the chance to use the information above.  However, get this part right- as all great salespeople do- and you will simply have a better conversation and begin to forge a stronger relationship.

So be brave, talk about digital options first.  It might be less money now, but the rewards are far greater.  When you become more valuable to your clients, find out more about their needs, you will undoubtedly uncover far more opportunities.  Anyone who has been in this industry for a while will know that once trust is developed, you can begin to achieve great things.  That is when you can introduce potentially more lucrative print options back into their budget.

So, sell more print advertising by pitching what captures your clients’ interest.  Digital.



Pinterest open registration!

Pinterest (a virtual pinboard where members organize and share photos of their favorite things, and one of the fastest-growing social networks online) announced on Wednesday that they will open their registration to everyone. Reports suggest that Pinterest is the third-largest social network in the U.S., right behind Facebook and Twitter.

This means new users can sign up without waiting for an invite: all you have to do is go to Pinterest.com to get started. In addition to using Facebook or Twitter login, Pinterest is also opening registration so users can sign up with using just their email addresses.

You can read more about the open registration at Pinterst’s blog or from Mashable’s article.

Tiia Näsänen,  ICMA Future Leaders Network Member, www.sanomadigitalfinland.fi, Business Manager

QR codes – don’t over do it

qr code imageA friend recently posted a link to a YouTube video called “The Problem with QR codes”. Though QR codes are not new to the advertising world, many companies still don’t have a clue as to how to properly display them. The video gives a comical view on how NOT to use these QR codes for advertisement:

Do not include them in emails – the person receiving your message is already connected to the internet – just include the link and don’t forget to use good Anchor text for SEO

Do not include them on billboards – not everyone has great zoom on their camera to capture the image and often times they are driving by so there is no way they’ll capture the QR code. It will be easier to post a simple URL that can be easy to find.

Do not print them so big a user has to step back to get the entire image on the phone – often times I see QR codes on posters at the mall and it basically takes up the entire wall of the store.

Don’t add them to TV commercials – if I’m comfortably sitting on my couch watching TV, why would I get up to take a picture of a QR code from the screen? Chances are I do have a web enabled device next to me as I’m watching TV, so just advertise a URL domain and I’ll be sure to visit.

Don’t feel that you have to use QR codes in everything you do and be mindful of the platform you are using to reach your consumer.

Gabriela Martin del Campo is Director of Strategic Operations for El Clasificado part of EC Hispanic Media and chair of the ICMA Future Leaders Network