Director of Integrated Sales | Emmis Interactive
Beginning in radio sales for Emmis Communications, Tricia Clarke-Stone later launched the companyâ€™s Interactive Division in 2002.
Over the past five months, Emmis Interactive has taken to working with Emmis Communicationâ€™s publication sales teams. â€śMoving into the print world has been an easy transition because sales teams are accustomed to selling a visual mediumâ€”but we do have to train them on the interactivity and custom brand experiences that the digital space delivers,â€ť she says.
After seeing high numbers on its popular station Hot 97, in the New York area, with 3.5 million page views and 420,000 unique visitors per month, and a mobile SMS database of close to 100,000 subscribers, it makes sense that Emmisâ€™ radio sales model should convert to online.
â€śWhile most online advertising is sold on a CPM model tied to display ads, Emmis Interactive has adapted a model that focuses on geographically and demographically targeted Web sites like for a radio station and a local/regional publication,â€ť she says. After only working with Emmis Communicationsâ€™ publications for a short period, Emmis Interactive has seen increased site traffic and advertiser interest. Some publications are projecting more than a 40 percent increase in digital sales for 2009.
Part of the training that Emmis Interactive does is an initial two-day sales immersion training about the philosophy behind selling integrated packages and getting sales people comfortable with the new inventory.
Last summer, Emmis executed a multi-platform campaign for an automotive company which included on-air mentions, on site events, distributed decoder cards that offered a Web link to a custom microsite, sweepstakes, and an online registration form. The client sold 27 vehicles during and after the three-month program throughout the Midwest and Chicago.
VITAL STATS: With certain publications, Emmis Interactive is projecting more than a 40 percent increase in digital sales for 2009.