— Marketing 101 / Community Matters
Business Proposal
A Win/Win
+Win/Win/Win Opportunity
Winners:
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- Community Matters
- Sales Rep & Caller
- Advertiser
- Chamber
- Marketing 101
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First Fold Attraction
Adding a new “attraction” in the First Fold area will draw more attention to that section, and invite people to spend more time there. The proposed attraction is a Cartoon Map of the area, in the form of a paid advertisement by Marketing 101, dba cartoon-map.com.
Benefits
Guaranteed Ad Sale
Increased Interest By Advertisers
Added Draw To Attract Chambers
Easier To Fill Ad Space
Increased Revenue
Increased Commissions
Guaranteed Ad Sale
Cartoon-map.com would buy a Full Panel ad in the First Fold Area, preferably in the center, across both sides (leaving 2 quarter panel ads at the top & bottom).
We would produce a cartoon map of the area, with a link to a dedicated website (like HarrisonMap.com). The website would include a page for the cartoon map, a page for the interactive map (embedded similar to the “map” page on PoncaCityMap.com or linked if you prefer), an Advertiser Index page, and individual posts for each of the digital advertisers.
Each page of the website would be optimized for local search engine placement, which would benefit all parties, but especially the advertisers.
Increased Interest By Advertisers
Having something interesting to look at in the First Fold area will cause more people to spend more time looking at that section, which also makes it more attractive to advertisers.
Historically, cartoon style maps have been so popular that they can thrive, even as a stand-alone project. By including this, we’re presenting the publication as something that includes everything the customer could want.
As an added incentive, each advertiser that chooses to be featured on the cartoon map would receive a 24″ x 36″ printed poster that they could display in their business.
Added Draw
To Attract Chambers
Some chamber executives will like this type of nostalic map. It could make the difference when they’re considering which company to print their next map. Just like offering the digital version, anything that sets us apart from the competition is worth considering.
Easier To Fill Ad Space
Half of the space in the First Fold will already be sold, and it’s always easier to sell a $750 ad than to sell one for $2,400 or more. The premium spaces will be more attractive and easier to sell.
Increased Revenue
& Commissions
Assuming each side of the First Fold would normally sell for $2,500 each, the total area would be worth $5k in ad revenue (sometimes less).
Under the proposed layout, the four quarter panel ads could sell for $750 each ($3k total), and cartoon-map.com would guarantee at least $2k for the full panel, cartoon map ad.
Here’s how I envision it working:
Advertisers could have their business featured on the cartoon map for an additional fee (maybe $200 or $300?). If only 10 advertisers participated at the $300 level, that would be $3k + the $3k for the quarter panel ads (6k for the First Fold). There should be room to add 30 to 50 advertisers total, so the potential could be as high as $15k to $18k in an area that normally brings in around $5k.
With That Said…
I’m estimating cartoon-map.com’s costs for creating each project (including the full panel graphics, website, and printing) to be in the neighborhood of $2,000.
One way to insure that Community Matters and the various commission earners don’t lose anything would be to set up a vendor agreement with cartoon-map.com, where cartoon-map.com would get a 0% commission for the first $2k in ad sales… Then a larger commission (40% to 50%) until the expenses were covered, and 25% after that. (See sample calculations below)
I’m certainly open to other arrangements. That’s just what I came up with to try to make it worth while for everyone.
I’m willing and able to sell the add-on via telephone, Zoom & digital advertising. However, to prevent any conflict of interest, I was thinking that each project manager/salesperson could add it to the LOA (maybe just above the print ad pricing). That way there wouldn’t be any confusion as to how much the ad generated, and everyone would get his/her commission.
If you find all this intriguing, maybe we could try a pilot run in La Grange. What are your thoughts?
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