Auto Dealers Are Back and Advertising Big in the Conway Arkansas Newspaper!
The Opportunity
Car dealers had slowed their print advertising in Conway, Arkansas. This obviously "bugged" Scot Morrissey, Publisher of The Conway Log Cabin Democrat who contacted Mike Blinder for some advice on how to grow this category.
Program Overview
Mike visited the newspaper to meet with managers; as well as facilitated a "fact finding" meeting with the key auto dealers to explore opportunities in how the newspaper could better serve them. What was learned from the dealers is that an average of 50% of local new car auto sales take place outside of the market a competing Little Rock based dealerships. This usually occurs because the customer perceives they can achieve a better deal in the larger market. Also, many dealers are concerned about reaching the younger, transient Conway resident that purchases a home in Conway for investment reasons. This person tends to be less interested in Conway as a community and feels more like a Little Rock suburb resident.
As a result of these meetings, the newspaper designed and developed an inserted product that featured local information on the advantages of purchasing cars from local Conway auto dealerships. It was designed to compel local residents on the benefits of doing business with, and latest offers available from, the participating dealerships who advertise in the product.
Since the local area Camber of Commerce has already begun a marketing campaign called "Shop Conway 1st" which was designed to urge local residents to spend their dollars with local businesses; the newspaper incorporated the Chamber's branding within the printed product as well. Dealers also wanted to be recognized as "The Three to See" in the market.
The solution was to print a twice monthly four-page broadsheet (publishing on Friday's) complete with local content and photographs on each of the dealers on a rotation basis written by a freelance person that is a former managing editor of the newspaper. On the weeks the four-page broadsheet is not published a full-page, four-color ad is shared between the dealers. A "billboard" (Post it Note) type ad appeared twice per month on the printed product promoting the "Three To See" urging readers to shop the local dealers. The "billboard" would also appear on the front page of thecabin.net as a fly-in or fade-in billboard. Online ads also were included within the program. Each dealer was given the opportunity to put their inventory on the newspaper's online site. Each dealership solicited was offered a specific amount of in-newspaper advertising to be used each month of their agreed upon participation within the program. Dealers were also urged to place up to ten automobiles in the classified section of the newspaper.
Sales Strategy
Local newspaper sales management designed specific, tailored programs for each local auto dealer to be targeted for participation. The Blinder Group came into the market to assist in the actual sales calls on local advertisers.
Results
Tens of thousands of new print and online revenue was achieved. "Once again, working with Mike and his team translated into success for our newspaper," said Donna Spears, Advertising Director for the Log Cabin Democrat. "Mike was a big help in developing the program. And Frank (as always) was great in helping us sell it."
The Conway (AK) Log Cabin Democrat is a daily newspaper with a circulation of 11,000. For more local information on the local sales strategy of this program, contact:
Donna Spears, Advertising Director
The Conway (AK) Log Cabin Democrat
(501) 327-6621, donna.spears@thecabin.net
Lead consultant for The Blinder Group:
Mike Blinder
(917) 865-4827, Mike@BlinderGroup.com
The Blinder Group
Tampa Offices: 6139 Fjord Way
New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
profit@blindergroup.com
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