Heritage Newspapers gets small, local advertisers to increase their newspaper advertising--in print and online--through new business directory program
The Opportunity
Nothing sends a chill up the spine of a newspaper salesperson quite like the expression, "I spent most of my advertising budget with the yellow pages." Newspapers in markets large and small have been competing with the yellow pages for the advertising dollars of their local, smaller businesses. Heritage Newspapers, based in Southgate, Michigan, wanted to help their newspapers create a program that would make the newspaper product more attractive for the local business owner. With the help of The Blinder Group, Heritage Newspapers created a multimedia program that increased the reach and frequency of their advertisers' marketing messages--something the yellow pages could not do.
Program Overview
Each newspaper created space in Section A to be used for the daily business directory. The newspapers offered ads to a select group of advertisers in each daily directory. The categories were based on those types of businesses the newspapers wanted to reach--advertisers that were not current customers of the newspapers. Each day's directory featured a different business segment of advertisers (i.e. Monday-Home Improvement, Tuesday-Health and Wellness, Wednesday--Professional Services). Each newspaper published its own individual directories. Advertisers had the opportunity to purchase ads in one or all papers to increase their reach and frequency.
Every advertiser that participated in the program was featured on an ongoing basis within the online business directory located on the individual newspaper's Web site. Each newspaper promoted their online directory in the newspaper as well as on the home page of their Web site. The advertiser's listing in the online directory was linked directly to the online version of their print ad. Since the online directories listed all the featured business categories, the advertiser's once-a-week print ad was actually live all week long online. Links were also offered to each advertiser's Web site and e-mail address.
Sales Strategy
Advertisers were offered a bundled package that included the print and online directories. In print, the advertiser received a weekly ad. Online, each business received a virtual version of their Business Directory ad.
Each advertiser that participated in the program was asked to commit to a one-year placement within their weekly directory. Advertisers were encouraged to change their ad's copy each week to ensure maximum results.
The Blinder Group assisted Heritage Newspapers with creating a one-page sales sheet that was used to present this program to advertisers. The sales sheet clearly showed the advertiser how the program would work in print and online--and gave them a look at how the ad would be active online all week long. The Blinder Group worked with several Heritage newspaper markets to kick-off the sales of this program with advertisers. Through creative sales incentive programs, dynamic sales materials and a clear understanding of what they were selling, the sales teams of all the newspapers were pumped about the program.
Results
These small, local advertisers brought in more than $122,000. Some of the revenue was generated while the Blinder Group was in the market; however, significant revenue was generated even after they left the market. More contracts are anticipated to close within the next several weeks.
"This was by far one of the most exciting and successful programs we have launched, " said Michael Assink of Heritage Newspapers. "The program allowed us to get those smaller advertisers back on board with the newspaper and get our sales staff back on board with approaching our local businesses with multimedia programs."
Contact Information
Heritage Newspapers is a group of 10 weekly newspapers, two monthlies and several niche publications. The company is headquartered out of Southgate, Michigan..
For more information about this program, contact:
Michael Assink, VP of Sales and Marketing
734.246.0828
massink@heritage.com
734.246.0095
aclark@heritage.com 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
SPEAKING PROGRAMS, seminars and workshops
CONSULTING/TRAINING: Strategic Planning ~ Basic Sales Training
Multimedia Sales Training ~ Assisted 4-Legged Closing Calls
inquire now ~ case studies ~ clients ~ who we are ~ home