Agency Partners

Direct Response Advertising Agency Partners

"An industry-specific vending machine for pre-packaged, industry-specific campaigns."

Ours is a platform that allows small and medium sized business (SMBs), to buy your pre-configured advertising packages online.

These packages will be designed for SMB advertisers by agency-partners with appropriate vertical-market expertise and experience in their particular industry.

Radio, TV, direct mail, newspaper and other local, traditional, and online media may all be appropriate recommendations for these packages depending on individual industry solutions offered by InstantExpert(sm) . (We plan to launch 10 such verticals in 2008)

Allowing the advertising agency process to scale through industry-specific offerings.

We provide a cost effective, new sales channel for agencies to sell pre-configured advertising packages through our Trade Association and OEM Partners who represent thousands of industry-specific SMBs members on a local, state, and nationwide basis.

Our Media Marketplace is designed to provide agencies a way to showcase their pre-packaged, cross-channel advertising proposals to these SMBs in such a way as to allow them to actually make their purchase directly, from you, online, through our web-based platform.

Imagine; SMB lead generation advertising managed in the same way they have learned to manage their online banking, shop for loans, or order office supplies.

Your advertising expertise, our customer relationship and lead processing services.

Our approach combines your advertising strategy, creative and media buying abilities with our CRM (customer relationship management) system, response tracking, and inbound call-center for call processing and appointment setting services. Together, we create the world's first end-to-end, Ad-purchasing and management platform for SMBs.

Trade Associations: The missing link between SMB Ad sales and true ROI in working with smaller clients:

Trade associations are staffed, and resourced to provide legislative and educational services for their members. However, members often look to them for business development and advertising direction as well. Most can only respond with poll and research data, and perhaps, occasional editorial content.

 

When it comes to individual member advertising strategies, budgets, creative design or measurement recommendations, associations are simply not capable to assist their SMBs, leaving them on their own to decipher what little data they can find and to take action on that data by themselves.

"Turn-Key" Business Development Services:

We understand that when it comes to advertising, one size doesn't fit all. A media mix that works for a chiropractor may be very different than what works for a mortgage broker, auto dealer, or pest control company.

Our system is powered with industry-specific expertise culled from trade organization assisted research, category marketing experts, media partner recommendations and our peer-reviewed Ad campaign & creative strategies, resulting in media-mix and budget strategies preconfigured and developed with the highest probability for effectiveness for participating members.

All of this advance work is done by us at no charge to members, Trade Associations, or Media Partners.

How Agency Partners can participate:

The Request for Proposal (RFP) Stage. You may soon receive an RFP from us, consisting of two parts;

1.Industry Specific Targets Definitions: The actual-customer profiles will be filtered in such a way as to create for our Agency Partners a list of Industry Specific Consumer Targets. (Likely based on the Prizim (sm) segmentation, MRI polls, or Accudata Intelligent Profiling or similar household-level data mining solutions.)

2. Offer Suggestions: Since you are requested to offer complete media packages, your proposal will need to link your advertising to an industry-specific offer. Realizing that traditionally, this is most often provided by the individual advertiser, we have created Offer Suggestion Templates for you to use as a guideline when packaging an offer for sale on our platform.

Complete details will be contained in the actual RFP; however, it will be common for media partner packages to contain the following elements:

• "Ready to go" Creative: Turn-key, offer-based, and not requiring customization. You will need to provide for us an actual example of the piece they will purchase. (Simple concept for a direct mail house or publication perhaps, however, search engine marketers, and other non-traditional advertising companies will work with our Industry Producers by vertical to define creative example methodology.)

• Target Audience or Mailing List logic description/strategy: Based on the target audience information described in the RFP, and keeping in mind the offers typical of the specific industry, how have you packaged your offer to best insure a positive response to your audience or mailing list recommendation? We will need you to describe this in the way your salesperson might. (For search marketing companies, email marketing companies, and other online media sellers: Which keywords might be used on which search engines covering what geographic territory or radius? What day parts are recommended? Ad copy approach Etc.)

• Offer Description: Understanding that all Advertising Packages will be created to drive response based on a Specific Offer (of your choosing or using any of our suggested offers contained in the RFP), you will also be asked to provide a Consumer-perspective text description of the offer. (Again, for print-based media companies, this can simply be a variation of the copy found in the Advertising Piece itself. Search marketing and other non-traditional media companies will need to stretch a little here and consider the offer text a consumer will see after the click or when visiting our custom landing pages for more information, as we will use this copy to create "Living Landing Pages" online for each campaign purchased by every advertiser.)

A new revenue model for agencies: 20% or more

For years, the agency model has been evolving; flat fee, percentage-of-media buy, a combination of both, creative services only, etc. The InstantExpert (sm) system is very different and we believe, likely much more profitable for our agency partners.

Our system is fully based on performance reporting and the sole metric is cost per lead produced. Therefore, if you are an agency with a unique ability to create a large number of well qualified leads, your pricing is up to you and based on market demand.

Your packages are sold, through us, to the individual SMB advertiser for a retail package price that YOU set. The fees are paid to you directly and in advance.

From these fees, you are required to pay to our Trade Association sponsor 3% of the total purchased. You keep the rest, paying for the media purchased and keeping your margin.

Our new model; cross-channel campaign sample

1.Assume you decide to package a 30-day campaign offer consisting of local-radio spots and a targeted direct mail campaign for a total package cost of $5,000.

2.When purchased, our SMB advertiser pre-pays for the package. (Other than our Trade Association Co-op fee of 3% the payment is yours.)

3.You finalize the creative and purchase the radio and direct mail services

4.The difference of what is spent on the media and creative is yours to keep

5.The entire package is measured not on old metrics; market reach, penetration, impressions, numbers of spots, etc. but rather it is evaluated on a cost per lead performance basis.

6.The net result is that for the first time agencies can offer services in more of a retail environment; if you can make the phones ring with well-targeted leads and it only costs you a small amount to do that you can charge whatever the market will bear so long as your cost per lead is reasonable.

If you are an efficient media buyer and effective at crafting lead generating creative, this might well be the perfect environment for you to offer your services in.

Trade Association Co-op Marketing Fees:

In an effort to fully engage our Trade Association partners in the active marketing of this service to its members, we have established a Co-Op Marketing Fund that our Media & Agency Partners are required to participate in.

Even though, in many ways, InstantExpert (sm) acts as agency of record for these Trade Associations and their members, we do not charge you a fee or commission to participate. We waive any claim to agency commissions from our Media Partners and require instead that at the co-op commission of just 3% of advertising purchased by association members (if qualified) be paid to the participating Trade Association as a co-op marketing incentive.

In order to remain eligible to receive these co-op funds, InstantExpert(sm) Industry Producers monitor association outbound marketing and promotional efforts provided by the Association Partner for our platform, on a regular basis, insuring that our media partner packages receive the highest degree of participation attention that can be expected.

Our Revenue Model:

InstantExpert(sm) only charges a fee when the advertising you sell to our association partner members produces a call or inbound request for more information (Web, Email, Instant Message, Etc.). Obviously enough, we call this a lead.

Our fees for this service, depending on the particular industry, can include;

•Appointment setting,

•Credit application processing,

•And complete customer relationship management input services.

We average $7.00 per lead processed. Additionally, given our unique position of being the sole lead-processor for inquiries produced by all media channels for an individual client, we also provide complete advertising performance tracking and reporting based on the one metric that really matters to direct response advertisers - the actual cost per lead.

Summary:

Utilizing InstantExpert's (sm) Ad Management System as a new sales channel for your media provides you with:

•A very low-touch pre and post sales environment

•Reduced commission fees as compared to traditional adverting agency relationships

•Zero friction, no-cost access to new business channels

•A highly scalable solution through the use of pre-packaged media solutions that enable you to

  create hundreds or thousands of new contracts with zero variation. This final service allows our

  Media Partners the luxury of viewing our clients as very low-touch pre and post sales

  opportunity.

"Next year will be a perplexing one for local media companies trying to tackle the Web.

Most yellow pages publishers, cable companies, newspapers,

radio stations and TV stations are still pinning their hopes on their traditional sales reps being able sell online ad packages.

But there is increasing evidence to support the idea that a greater investment in an independent

online sales force will be necessary to continue the growth these properties have enjoyed for the past few years.

The growth rates for most

local media operators have slipped well below the overall growth rate for local online ad buys – which means these properties are losing market share.

Much of that share is being captured by pure-play Internet companies hungry for the growth they see in the local market, although they are seeing

benefits to partnering with local media companies to supplement their own efforts.