impressLOCAL is all about results ... and proving it!

At the SNPA News Industry Summit, Craig Diebel and Charity Huff told conference attendees how impressLOCAL is enabling The McClatchy Company to provide online marketing to small- and medium-sized businesses.

We don't sell features or benefits to advertisers; we sell results, said Diebel, who is vice president/digital, classified advertising and marketing with the Fort Worth (Texas) Star-Telegram. "We have to focus on results, particularly with small and medium businesses.  That's all they care about," he said. The most important part, he said, is proving it.

Today, a small- or medium-sized business has to be three things, Diebel said.  They have to be present, they've got to be found and they've got to be preferred.  That's what impressLOCAL seeks to do for them in putting together an ad package.

Huff, founder and general manager of Tru Measure, Sacramento, Calif., walked attendees through the mechanics of how impressLOCAL demonstrates results to advertisers and what they've learned that can help your ad reps.  How do they show results?  Watch the video at the top of this page.

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