Multimedia Health Program Generates Tens of Thousands in New Revenue for Coeur d'Alene (ID) Press
The Challenge
The Coeur d'Alene (ID) Press felt they could garner new advertising dollars from area health-related and medical business advertisers. In a planning session with The Blinder Group, a new multimedia sales initiative was developed to offer an effective marketing program to this business sector.
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Program Overview
The newspaper expanded upon its existing products in creating a section offering a new multimedia health-related self-improvement content area, where medical and wellness-related advertisers were offered the opportunity to participate as an exclusive "expert" of a particular health/ wellness-related category.
Each advertiser received a modular sized weekly newspaper ad placed in this new content area. Also on this page, weekly information was featured about one of the advertisers' specific health-related categories. The advertiser was offered the option to write this column or have the newspaper create the content for him or her. Each advertiser received this "advertorial"-based story once every 13-weeks.
The newspaper also developed a new area on there Web site which featured the weekly print content that appeared in the "Health & Beauty" section, as well as other available local and syndicated health related content. Each participating advertiser received an online version of their weekly print advertising along with their "advertorial"-based story.
The newspaper offered advertisers modular sized ads. All print ads were produced in full color and each advertiser committing to place ads for a full 52 weeks, became the exclusive expert within their category in both the print and online offerings.
Sales Support
The Blinder Group assisted the newspaper in developing easy to understand, compelling graphic sales support flyers, which depicted the Web component of the program. These simple to use printed pieces, were essential in helping the newspaper traditional ad representative to easily explain the features and benefits of the Web offerings in a highly effective manner.
Sales Strategy
One of the key elements in ensuring sales success of this initiative was garnering advertiser approval of meeting attendance as well as the validity of the concept in general. Some of these advertisers were new to marketing their business and felt wary of trying new ideas. One of the most effective means of accomplishing attendance and acceptance is to introduce the advertiser to an industry respected "outside" consultant who has had success with similar programs, with similar businesses, in similar markets, all across North America. That is why many media companies contract with The Blinder Group to perform "4-legged" sales training closing calls with traditional ad reps, to assist in the launch of programs like the one defined in this document. The Blinder Group supplied the newspaper sales people with a proven "appointment- setting" script as an effective "tool" in assisting in getting potential advertisers to agree to attend a meeting to discuss this marketing program. During the actual sales call, The Blinder Group consultant queried the prospective advertiser to ensure the program was relevant for their marketing needs. The Blinder Group associate then presented the value propositions of the program in a compelling manner in order to increase the odds of advertiser acceptance. Finally, if warranted, The Blinder Group associate assisted in beginning a "closing" process which helped compel the advertiser to decide in favor of participating in the program.
Results
During four days of assisted sales calls the program generated more than $60,000 in new revenue for the newspaper with all 13 available advertiser positions sold. More importantly, the traditional newspaper sales representatives who experienced the training calls with The Blinder Group associate, were able to grasp the benefits of bringing multimedia solutions to their advertisers. "They were awesome," said Paul Burke, Director of Advertising. "We still have staff reveling in their personal sales experience gained from the program. We look forward to working with you again"
Contact Information
Paul Burke, Director of Advertising, Coeur d'Alene Press/ Hagadone Newspapers
(208)664-0226
pburke@cdapress.com
Lead Consultant for The Blinder Group:
Mike Blinder, President
(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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