Change the Relationship

Poynter Big Idea ConferenceSteve Buttry

C3 Coach

Gazette Communications

Steve.buttry@gazcomm.com

@stevebuttry on Twitter

Our current relationshipwith business customers

• Huge expense line in budget

• Lots of inefficiency

• Ad rates dropping

• Ad revenues dropping

• Lots of digital competition

C3 approach

• Direct transactions

• Lead generation

• Targeted advertising

• Business search

• Marketing services for business

• Handle multiple needs (including advertising with competitors)

Driving vertical

• Databases for drivers (traffic, gas prices)

• Social groups (parents of teen drivers, sports-car buffs, etc.)

• Directory of businesses serving drivers (repair, rental, insurance, parts, tires)

• Mobile

• Connect need w/solution swiftly

Community Content

• Driving

• Home

• Conversation

• Calendar

• Local knowledge

Personal content: graduation

• Web site for class, w/page for each

• Grad, family fill in most info

• Gift registry

• Target ads based on selection of school

• Sign up for email, text alerts for job listings based on career choice

Personal content

• Births

• Youth milestones

• School

• Graduation

• College life

• Military service

• Weddings

• Parenthood

• Divorce

• Jobs, pets, holidays, food, interests, health

• Illness

• Empty nesters

• Retirement

• Reunions

• Obituaries

The new relationshipwith business partners

• Revenue line in budget (maybe still expense line, too)

• Delivering high value, tailored to needs

• One-stop shop for connecting with customers