Michael Taylor of The Kelsey Group – The Selling to SMBs Landscape

Let’s start out the conference with a little liveblogging:

Michael Taylor of BIA Kelsey started out the Kelsey DMS ’09 conference with a “preconference” presentation on the landscape of selling marketing services to SMBs.

The number of local media choices is increasing – TV, Yellow Pages, Newspaper, Radio, IPTV, Mobile, PayPerCall, etc.

Questions SMB’s ask:

• How do local media choices fit together?
• Am I reaching a broader audience or more of the same
• What are the best local leads sources?
• Am I maximizing my advertising ROI?

How are local media companies reacting:

• Forced bundles to penetrate advertiser base
• Increasing discounts with multiple media purchased
• Larger portfolios of media offerings
• Specialized sales teams
• Partnering with brand name media
• More after the sale service and reporting

Who’s Winning The Battle?

• Radio: 2.8% of Revenue from Digital ($402MM)
• TV: 3.0% ($556MM)
• Newspaper: 10.1% ($2,953MM)
• Directories: 15.0% ($2,150MM)

  Newspapers & Directories have the lead in digital revenue.  Newspapers meet with their clients more often so they may have an advantage.