Dodge City (KS) Drives Away With Over $130k by Implementing Online Automotive Program!
The Challenge
The Dodge City Daily Globe needed a creative program that enables current automotive advertisers to increase the reach and frequency of their print advertising. Along with this goal, they wanted to appeal to auto advertisers in outlying areas beyond their normal coverage area.
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Program Overview
The Globe opted to use an innovative multimedia automotive sales program successfully deployed in many other Blinder Group client markets. This program was designed to augment the dealer's commitment to the local newspaper by availing themselves with a new advertising product that allows them to feature specific inventory to a wider audience. In this case the Dodge City Globe would offer local dealers a "Pick of the Lot" program, which combined traditional ROP advertising in The Globe, with ads in their Spanish language TMC product and Web based products.
The Web portion of the program centers around a newly created online product branded as kansanautocenter.com which allows online readers to view featured autos from this program well as and search all auto inventory by make and model of vehicle, as supplied by the participating dealers. The Web site was promoted via links on the various pages of the newspaper's existing Web site as well as in the associated print products.
Sales Strategy
The Blinder Group worked with the newspaper's sales team in performing a number of "4-legged" sales training/closing calls on local advertisers, over a 4-day period. The local sales rep set up the appointments in advance using a script supplied by The Blinder. The reps were also supplied with one-page descriptive sales sheets, which graphically described the Web product to the advertiser. A single price was charged for participation, which included all the print and online elements.
Results
The Dodge City (KS) Daily Globe generated more than $130,000 in new business in the 4 days of selling.
Contact Information
The Daily Globe is located in Dodge City, Kansas.
For more information about the sales strategy of this program, contact:
Darrel Adams, Advertising Director
(620) 225-4151
darrel.adams@dodgeglobe.com
Terry Cochran, Publisher
(620) 255-4151
terry.cochran@dodgeglobe.com
Lead Consultant for The Blinder Group
Mike Blinder
(917) 865-4827
mike@blindergroup.com
The Blinder Group
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New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
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